How a Handbags Brand Scaled Holiday Season Growth

This women’s accessories brand designs and sells vegan leather handbags on Amazon in the crowded Women’s Handbags & Wallets category. Their catalog includes a wide range of totes, crossbody bags, and handbags in many colors and designs at accessible price points.  

The Challenge

Holiday season is when this crowded category rewards focus. The problem was that the account structure didn’t allow it.

The brand needed to manage more than 5,000 ASINs inside broad Sponsored Products campaigns. In Q4, that kind of structure makes it easy for budget to drift toward low-impact SKUs simply because there are so many of them. At the same time, top-performing products can lose visibility at the exact moment demand is highest.

So even with strong products and proven demand, the account struggled to scale efficiently during the most important time of year. To win in Q4, the brand needed a structure that could prioritize top products, keep long-tail coverage, and adapt quickly as holiday demand shifted—without getting bottlenecked by manual campaign control.

Why Quartile

The brand partnered with Quartile to bring order to a complex catalog and capture holiday demand with more precision.

Quartile’s advantage wasn’t just restructuring campaigns. It was pairing that structure with automation that could continuously allocate spend and optimize performance as Q4 demand changed—so the account could scale without losing efficiency or visibility.

The Solution

Quartile rebuilt Sponsored Products around a simple idea: make it easy for the account to fund what’s working during the holiday rush.

First, products were grouped by bag type—totes, crossbody bags, and handbags—so performance and budget could be managed around how shoppers actually browse during Q4. This created clearer control points and made it easier to scale the right areas fast.

Next, top-selling ASINs were placed into granular single-ASIN manual campaigns. The purpose wasn’t “manual management.” It was manual precision—a structure that gives clearer levers for bids, keywords, and visibility. Quartile’s automation then optimized those campaigns continuously, dynamically allocating investment toward the best-performing products as holiday demand surged.

At the same time, the long-tail catalog remained supported through bulk auto and bulk campaigns. This preserved coverage without letting the tail consume budget meant for high-impact SKUs.

As performance data accumulated, Quartile harvested strong search terms from bulk auto campaigns and promoted them into bulk manual keyword campaigns. That progression steadily improved efficiency and ensured investment flowed toward proven demand—exactly what matters in Q4, when every day of the season counts.

Results & Impact

With the new architecture in place, the brand captured holiday season demand at scale while improving efficiency year over year.

• Total Q4 sales grew 94% year over year, reflecting stronger visibility during peak holiday demand

• Ad-attributed sales increased 200% year over year, driven by improved Sponsored Products execution for top products

• ACOS improved by 31% year over year, showing the account scaled without sacrificing efficiency

• Budget flowed more consistently to top-performing ASINs, reducing waste across the long tail

• New-to-brand customer acquisition expanded, supported by increased visibility during high-traffic seasonal shopping windows

Ongoing Value & Future State

Following the Q4 outcome, the brand expanded its partnership with Quartile to include additional channels, marking a move toward a broader omnichannel strategy. The same principles that worked in Q4—clear structure, controlled scaling, and automation that responds to demand—now set the foundation for the next phase of growth.