Category: Kitchenware & Homeware
Brand overview
Classica, a family-owned company based in Melbourne, Victoria, has been a trusted name in the cookware, glassware, kitchenware, and homewares industry since 2002. Known for offering premium-quality products that balance durability and affordability, Classica continues to lead the market by staying ahead of trends and delivering the latest innovative kitchen products. Their commitment to quality and customer satisfaction has helped them grow into a major supplier in their category.
The challenge
Classica had a strong line of cookware, glassware, and homeware products, supported by a loyal customer base. However, selling successfully on Amazon AU required more than just great products. The brand was running ads regularly, but the results weren’t matching the investment. Their Amazon PPC campaigns were not delivering the expected returns, leading to higher costs and lower profitability.
In April 2025, Classica recorded total sales of $33,349.20, including $16,682.96 from organic sales and $16,666.24 from PPC. With an ACoS of 23.24%, a large portion of their revenue was being spent on advertising, making it difficult to scale profitably.
With competition increasing in the cookware and homewares category, Classica needed to refine its Amazon advertising strategy to make every dollar count. To address this, the brand partnered with eStore Factory, an experienced Amazon PPC optimization expert, to review their existing campaigns, identify inefficiencies, and build a plan focused on improving visibility, lowering ad costs, and driving steady sales growth.
Our approach
eStore Factory stepped in to help Classica optimise its Amazon PPC campaigns. The first step was to analyse the current campaign structure and identify areas for improvement. Based on the findings, eStore Factory implemented the following key strategies:
Bid and budget adjustments: Regular adjustments were made to bids and budgets to ensure that ad spend was allocated effectively to the highest-performing campaigns. This helped to increase visibility and reach for top-selling products without overspending.
Reallocation to high-performing campaigns: More budget was directed toward high-converting campaigns, such as those for Classica’s top cookware and kitchenware products. This strategy increased the impact of each dollar spent on ads.
Added negative keywords: Negative keywords were added to the campaigns to eliminate irrelevant traffic and cut down on waste spend. This helped improve the overall efficiency of the campaigns, ensuring that ad spend was focused only on relevant searches.
Result
The changes implemented over the course of April and May 2025 had a significant impact on Classica’s sales and PPC performance:
Total sales increased by $10,335.04, from $33,349.20 in April to $43,684.24 in May.
Organic sales grew by $1,462.01, from $16,682.96 to $18,144.97.
PPC sales saw a notable rise of $8,873.03, from $16,666.24 to $25,539.27.
ACoS decreased from 23.24% in April to 18.35% in May.
These results demonstrate how eStore Factory's strategy of optimising bidding, reallocating budgets, and adding negative keywords led to a marked increase in both organic and PPC sales, while reducing wasteful ad spend and contributing to Amazon ranking optimisation.
