Multi Industry
United Kingdom
HSI Global competing for visibility in seasonal home categories as a multi-brand challenger
+100%
Top-of-Search Visibility
+100%
Purchase Share on Hero Categories
+70%
Total Sales Across Peak Seasons
The Brand
HSI Global is a UK-based house of brands operating across seasonal home, lifestyle, and utility categories on Amazon. Its portfolio includes brands such as LIVIVO for home and garden, Hillington for everyday essentials, Wicked Gizmos for gifting, and niche brands catering to pets and seasonal décor.
The business competes across highly fragmented and seasonal categories including air beds, dehumidifiers, electric blankets, and home essentials, where demand fluctuates sharply based on weather and time of year. Unlike category leaders with deep budgets and creative-heavy strategies, HSI operates as a challenger brand, balancing scale across multiple categories with limited resources.
Why HSI Global Is a Challenger Brand
HSI Global competes in categories dominated by well-funded incumbents that command a disproportionate share of visibility and conversions. Across several product lines, HSI entered with low impression and purchase share, making it difficult to compete for premium placements on high-intent keywords.
Visibility gaps were compounded by inventory volatility. Unpredictable demand and long replenishment cycles led to stockouts on fast-moving products and overstock on slower SKUs, creating inefficiencies in budget allocation.
Advertising execution was heavily skewed toward Sponsored Products, limiting upper-funnel exposure for new and seasonal launches. Previous attempts to scale Sponsored Brands and Sponsored Display had delivered weaker efficiency, reinforcing reliance on lower-funnel tactics.
Budget constraints further intensified the challenge. Competing across multiple categories with a limited spend pool required sharper prioritisation than competitors operating with far greater flexibility. Rising CPCs on both broad and exact match terms added pressure to maintain acquisition efficiency.
Operationally, a small PPC team managed hundreds of ASINs and campaigns, making manual optimisation unsustainable during high-velocity seasonal periods. This combination of competitive pressure, budget limits, and operational scale positioned HSI Global firmly as a challenger brand.
Ruaridh Wilson
Head of Sales, HSI Global
Strategy for Competing Against Category Leaders
HSI’s approach focused on precision, automation, and insight-led execution rather than creative-heavy scale.
1. ASIN-Level Growth Through AMC Insights
Using AMC purchase overlap analysis, HSI identified strong cross-sell relationships between complementary products. These insights informed cross-sell and upsell campaigns, allowing the brand to extract more value from existing customers without increasing acquisition costs.
2. High-Intent Audience Retargeting
AMC audiences were built around cart abandoners and non-converting high-intent searchers. These audiences were re-engaged through Sponsored Products with targeted bids, focusing spend on shoppers already demonstrating strong purchase intent.
3. Placement-Led Visibility Gains
Search term placement insights revealed specific keywords that performed best at top-of-search. These terms were separated into dedicated campaigns with controlled bids and higher placement modifiers, improving conversion efficiency while defending premium placements.
4. Hourly Optimisation Using Marketing Stream
Hourly performance analysis highlighted clear conversion windows. Budgets and bids were suppressed during low-efficiency hours and concentrated during peak conversion periods, ensuring spend aligned with shopper behaviour rather than traffic volume.
5. Automation at Scale
Rule-based automation replaced manual optimisation across hundreds of campaigns. Bids, budgets, placement modifiers, and negative targeting were adjusted in real time, enabling consistent performance despite limited team bandwidth.
6. Inventory-Aware Budget Control
Real-time inventory signals were integrated into campaign management. Low-stock ASINs were paused automatically, with budgets redirected to in-stock and high-performing products to minimise waste and lost sales.
Results and Impact
HSI Global’s challenger strategy delivered meaningful gains in visibility, efficiency, and category competitiveness across multiple seasonal and evergreen categories, despite operating with lower budgets and limited team bandwidth.
Category Visibility and Market Share Gains
Top-of-Search impression share increased by over 125% across key categories including Home & Living and Consumer Electronics
Impression share nearly doubled in high-intent categories such as Air Beds and Beauty Appliances
Purchase share expanded multiple-fold in core segments, particularly in Air Beds and Seasonal Essentials
Click share improved by 25%+ on under-exposed, high-intent keywords, closing the visibility gap with category leaders
Conversion and Ranking Improvements
Best Seller Rank improved materially across multiple hero products, with Camping Air Beds moving from the high-teens into the top three, and Electric Blankets entering the top ten
Conversion rates improved by 3–5 percentage points across Exact, Phrase, and Product targeting campaigns
Top-of-Search placements delivered the strongest efficiency, outperforming other placements on both ROAS and conversion rate
Efficiency and Spend Discipline
Overall ACOS declined despite aggressive scaling, remaining within low-to-mid-20% ranges
Cost per acquisition reduced, even as spend increased significantly during peak seasonal periods
Wasted spend was materially reduced through N-gram–driven negation and hourly bid suppression
New Product and ASIN-Level Growth
35–40% of total sales contribution came from new ASINs within their first three months
Hero ASINs scaled sharply, with several products delivering multi-fold growth while cutting ACOS nearly in half
Cross-sell strategies informed by AMC increased basket depth, with a growing share of customers purchasing multiple related products
Overall Business Impact
Total sales grew by over 70% across the measured period
Order volume increased by more than 75%, supported by improved conversion efficiency
Repeat engagement strengthened, driven by AMC-powered retargeting and audience-based bid optimization
Placement-led growth strategies unlocked sustained scale, particularly through Top-of-Search and Rest-of-Search dominanceOutcome
HSI Global proved that challenger brands can compete effectively without matching incumbent budgets. By focusing on insight-led targeting, placement precision, automation, and inventory alignment, the brand strengthened its competitive position across seasonal home categories while maintaining efficiency.
