GL Hair / Amazon growth case study

From £1k to £15k a month. Growth with discipline.

For GL Hair, scaling Amazon meant more than growing a single bestseller. Caiman helped build a broader-performing catalogue, reach new-to-brand shoppers and increase basket value, while maintaining 12–15% TACoS.

Haircare & stylingAmazon PPCCatalogue growthCommercial strategy

GL Hair shampoo and conditioner creative featuring natural hair and hair extensions — GL Hair product imagery supplied by the brand.

The commercial outcome

More revenue. Less reliance on one hero.

15×

Monthly sales growth

From approximately £1k to £15k per month.

12–15%

TACoS maintained

Advertising spend kept in proportion to total sales.

£2k+

Monthly sales per SKU

Multiple products developed beyond this milestone.

Monthly sales / Starting point vs scaled run rate

Starting

£1k

Scaled

£15k

Rounded milestones supplied for this case study, not a month-by-month forecast. TACoS is advertising spend divided by total sales; it is not a measure of net profit. Detailed account reports and campaign data remain private.

The challenge

Scale the business, not just the ad budget.

GL Hair’s Amazon journey started at approximately £1k in monthly sales. The challenge was to turn that foothold into a stronger commercial channel: grow demand, build more revenue-generating products and keep advertising accountable to the economics of the whole account.

A differentiated product range, supported by clear customer-facing creative.

GL Hair extra-wide pink straightener product creative explaining its five-centimetre plates — A differentiated product range, supported by clear customer-facing creative.

Our approach

Three levers. One commercial goal.

Build depth across the catalogue

The objective was to reduce dependence on a small number of hero products. Developing multiple SKUs beyond £2k in monthly sales broadened the revenue base, with strict TACoS goals guiding where to focus investment.

Scale acquisition. Defend the heroes.

PPC investment scaled alongside revenue rather than running ahead of it. During the scale-up phase, acquisition activity prioritised new-to-brand shoppers, while a separate defensive ASIN strategy supported established hero products.

Make every basket work harder

Amazon Business quantity-discount tiers encouraged multi-unit orders. Complementary product pairings supported relevant cross-selling, helping increase average order value and units per order without relying solely on more traffic.

The bigger picture

A stronger catalogue. A more resilient growth engine.

The result was a move from approximately £1k to £15k in monthly sales, with 12–15% TACoS maintained. Multiple SKUs contributing over £2k a month reduced reliance on individual products, while acquisition and basket-building worked together to support the next stage of growth.

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