Café por Elas

Goals

• Improve visibility and product rankings on Amazon
• Increase sell-out to drive more purchase orders (POs)
• Enhance ad performance without changes to creative assets
• Create sustainable, scalable growth on the marketplace

Approach

• Rebuilt Amazon advertising from the ground up, focusing on Sponsored Products and Sponsored Brands with high-intent keyword targeting
• Optimized all listings with SEO-focused content to improve organic discovery
• Scaled ad investment intelligently, aligning with seasonal peaks and category trends
• Used performance insights and marketplace signals to influence PO velocity

Results

• Achieved over 1200% increase in shipped revenue within 12 months
• Glance Views multiplied more than 700x, indicating stronger shelf presence
• Earned “Amazon’s Choice” badge on two key products for 3 high-traffic search terms
• Increased PO volume and frequency through a demand-led advertising approach

Brand Background

Founded by sisters Julia and Nadia Nasr in 2018, Café por Elas is a Brazilian specialty coffee brand with a mission: to spotlight women in coffee production. From their São Paulo roastery, they curate and roast beans sourced exclusively from female producers across Brazil, creating blends that balance social impact with premium quality.

Despite their differentiated story and strong offline reputation, Amazon had remained an underperforming sales channel. Product discoverability was low, ads were inefficient, and purchase orders from Amazon’s retail team were minimal. By mid-2023, the brand recognized it needed to evolve its approach to the platform.

That’s when they partnered with Paragon.

Inside the Strategy

Paragon’s first move was to completely restructure Café por Elas’ Amazon Ads. We built a targeted campaign portfolio focused on high-conversion keywords and relevant Sponsored Products placements. Without new creatives, we leaned into the data — using campaign reports, category trends, and search volume analysis to refine targeting and bids.

In parallel, we overhauled their listings. Each ASIN was rewritten with SEO-optimized titles, bullets, and descriptions to boost organic reach. This content-first approach proved crucial, especially since the brand opted not to invest in A+ content or a branded storefront at the time.

As results started to appear, we increased ad investment gradually — scaling from a cautious monthly spend to a peak 45x higher over the course of a year. We aligned peaks in investment with seasonal demand (e.g., winter and holidays), generating strong results without overextending the budget.

By consistently analyzing Glance Views, conversion rates, and PO patterns, we turned media into a predictable growth lever. This shift transformed Amazon from a passive sales channel into an active driver of Café por Elas’ growth.

Strategic Amazon Ads management played a pivotal role in driving over 1200% growth in Café por Elas’ shipped revenue within just 12 months.

What We Learned

1. High growth is possible even without premium visuals

Despite no upgrades to imagery or creative assets, a combination of strong SEO and well-structured advertising can drastically increase traffic and sales. This strategy proved effective despite the absence of enhanced visuals — thanks in large part to the brand’s prior investment in off-platform brand-building, which laid the foundation for conversion once visibility improved.

2. Advertising is a lever for influencing Amazon POs

Consistent media investment helped generate sell-out velocity, which in turn encouraged Amazon to place larger and more frequent POs — a key objective in any 1P relationship.

3. Search visibility compounds

Improvements in keyword targeting and organic ranking reinforced each other, creating momentum over time — a flywheel effect that was visible in the exponential growth of Glance Views.

4. Strategy matters more than spend

Growth didn’t come from aggressive budgets alone. It came from timing, targeting, and continuous optimization — a lesson especially relevant for purpose-driven brands competing in crowded categories.

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