Shuug
From Side-Gig to Top 20 Hot Sauce on Amazon
34x
Monthly Revenue Growth
Top 20
Hot Sauces on Amazon
+40%
Subscribe & Save YoY
The Starting Point
A Brand-New Brand. An Amazon Cold Start.
Shuug is a bootstrapped, Amazon-first hot sauce brand making Middle Eastern Zhoug and Harissa — no DTC site, no retail presence, no outside investment.
Three months into launching with zero traction. No internal Amazon expertise, no real PPC strategy, and a listing that was just a carbon-copy of their Shopify site — fine for a brand site, useless on Amazon. Ad spend was a trickle. SEO was non-existent. The brand had to win Amazon to exist at all, and nothing in the account was set up to do that.
They'd already tried a three-month self-managed launch with no traction, Shopify listing images repurposed for Amazon, a basic listing — title, bullets, description, no SEO, and minimal ad spend with no clear PPC strategy. None of it moved the needle.
The Implementation
What We Did
Four focus areas inside the account: ads, creative, organic search, and ops.
PPC From Scratch
Built the entire PPC strategy from zero. Targeted the top competitors in the Zhoug and Harissa space alongside the highest-intent category keywords. Pushed hard through sponsored products to claim a foothold, then layered in sponsored brands and sponsored display. Spend ramped aggressively under the founder's instruction — and Shuug climbed to the #1 Zhoug spot on Amazon in months.
Listing Overhaul
Rebuilt the listing from scratch — CTR-optimized main image, premium A+ Content, and listing images designed to convert browsers into buyers. Then built out a full Shuug storefront to anchor the brand experience for ads and organic traffic.
Organic SEO
Ran deep keyword research specifically for Zhoug and Harissa on Amazon — a niche where the right terms matter more than search volume. Placed top keywords correctly across title, bullets, and description, and set up backend tracking on keyword velocity and rank so we could see what was moving.
F&B Operations & Reviews
Hot sauce on Amazon means expiration dates, bundling rules, and review velocity all matter. We took inventory headaches off the founder's plate, dialed in the review request cadence, and tightened catalog hygiene as the account scaled.
Design Showcase
The Creative Behind the Numbers
A new main image, premium A+ Content, and listing images built for Amazon shoppers — not repurposed from the Shopify site.
The Results · After 15 Months
The Numbers
Unranked
Top 20
Hot Sauces on Amazon
140
196
+40% YoYSubscribe & Save
$481
$16,194
34xMonthly Revenue
$50
$2,528
+4,956%Monthly Ad Spend
26.5%
27.1%
+2%Conversion Rate
“It doesn't feel transactional, you guys want to see me win. Since bringing TAW on I don't have to worry about Amazon — I know for a fact you guys are doing everything perfectly and I can focus on branding, product, retail. It hasn't felt like I've just hired another agency, it feels like I've brought on more employees working with me to grow this thing.”
More Case Studies
Other Brands We've Helped
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