Case study 01 · Ancient + Brave
Three years of compounding growth, never reset.
A premium collagen and wellness brand, live in the UK, US and Europe. At the start of 2023 the Amazon account was small; by December 2025 it was turning over close to £800,000 a month. That did not come from one good year. Sales grew 101% into 2024, then 160% into 2025, while the category averaged 36%. The three-year engagement closed in January 2026 at £850,000 a month, its strongest.
- 101%
- Year-on-year growth, 2023-24
- 160%
- Year-on-year growth, 2024-25
- +344%
- Growth vs the category average rate
- +44%
- PPC ROAS vs the 2025 category average of 1.7
- 14.6%
- TACOS held while revenue more than doubled
- 30%
- Of monthly revenue from subscriptions
Buying growth is straightforward if you are willing to lose money doing it. Holding efficiency while you grow is the harder version, and the only one that survives a budget review. Advertising return finished 44% above the 2025 category average. TACOS held at 14.6% while revenue more than doubled.
The listing treated as advertising
- Main images built like ads, not packaging
- Brand store rebuilt to sell, not to look like a website
- A+ Premium on the main lines
- Regular customer polling, so content answers real questions
Ranking before spending
- Ranking programme moved priority products into the top 5
- New product launch management
- Launched the US and Europe
- Subscriptions grown to 25-30% of monthly revenue
Advertising across the whole funnel
- Video Sponsored Brand ads
- Hourly dayparting, so budget goes to the hours that convert
- A deliberate split between branded defence and non-branded growth
- Full-funnel campaign architecture
DSP: where the step change happened
- RippleTarget custom audiences: new customers at a positive ROAS
- Retargeting to bring customers back
- Fire Tablet and Prime TV ads
- Custom imagery built for programmatic
The three-year story behind the first set of figures, stage by stage, is in the full Ancient + Brave Amazon case study. Selling supplements or wellness products? The category view of this work is at Amazon agency for supplement and wellness brands.
In their words
What clients say.
“RippleEffect excelled in driving our strategic growth plans on Amazon forward, especially during our new product launches and our work to expand internationally. Their expertise and ability to handle complex details with calmness while maintaining seamless communication has made collaboration effortless and highly productive.”
Lara Pettrucelli
Marketing Director, Ancient + Brave