● Case Study · Greenworks
From seasonal limits to year-round growth
How a seasonality-first Amazon strategy turned the off-season from a ceiling into a competitive edge.
42.8%
YOY Growth
41x
Winter ROAS
118.8K
Units Sold
2.47%
Winter TaCOS
Partnerships Built on Proven Results
"Accrue helped us rethink how we approach growth on Amazon. Instead of simply increasing spend, they helped us build a smarter full-funnel strategy that improved efficiency, strengthened brand visibility, and drove meaningful revenue growth."
Amy Kee
Sr. Director of Marketing & Advertising
Outdoor power equipment is inherently seasonal. Lawn mowers, string trimmers, and leaf blowers sell during spring and summer, then demand evaporates.
GreenWorks faced the classic seasonality problem: how do you grow a business when your entire category goes dormant for half the year?
The traditional approach is to “ride the wave” in summer, cut spend in winter, and accept cyclical revenue.
But that ceiling limits growth.
We saw a different opportunity: what if we could use seasonality strategically, investing aggressively during peak demand while finding profitable pockets of growth in the off-season?
Seasonality became the growth engine, not the constraint
42.8% YoY
Average Growth Across All Seasons
Sustained growth year-round
41× ROAS
Winter Off-Season Performance
Highest efficiency across all seasons
118.8K
Total Units Sold
46.6% YoY winter unit growth
2.47%
Winter TACoS
Exceptional efficiency during off-season
Additional Performance Highlights
+80.6%YoY Winter Growth
+59.8%YoY Summer Growth
77–80%Spring NTB Rate
44.28×Winter DSP ROAS
We built a seasonality-first advertising strategy that treated each quarter differently based on consumer demand patterns:
Six moves that made seasonality an advantage
01 · Peak Season
Aggressive Peak Season Investment
During summer (including Prime Day), we increased ad spend 90.6% vs. spring to capture maximum share-of-voice during the highest-intent shopping period.
Result: 59.8% YoY revenue growth and 34% unit growth during peak season.
02 · Off Season
Strategic Spend Discipline in Off-Season
Winter ad spend decreased 60.9% vs. fall, demonstrating recognition of demand ceiling. Rather than "spending to maintain presence," we shifted to precision targeting of AMC-identified in-market shoppers
Result: 41× ROAS and 2.47% TaCoS during the lowest-demand period, proving efficiency beats volume when market conditions don't support aggressive scaling.
03 · AMC Targeting
Precision Targeting Powered by Amazon Marketing Cloud
Amazon Marketing Cloud analysis revealed the insight that shaped our entire winter strategy: shoppers who had added GreenWorks products to cart converted at 39.30%, while cold audiences converted at just 0.01%. In-market shoppers were nearly 4,000× more likely to buy.
Instead of spreading a reduced winter budget across broad audiences, we used AMC Audiences to concentrate DSP spend exclusively on these proven high-intent segments.
Result: AMC-driven targeting turned the lowest-demand season into the most efficient one: 41× ROAS and 44.28× DSP ROAS in winter.
04 · Channel Mix
Channel Mix Optimization by Season
We didn't use the same channel split year-round:
• Spring/Summer: 88–90% Sponsored Ads to maximize high-intent capture• Fall/Winter: Increased DSP to 27–35% for upper-funnel awareness and retargeting
Result: DSP delivered 44.28× ROAS in winter, highest efficiency across all channels and seasons.
05 · Prime Events
Prime Event Capitalization
Both Prime Day (July 8–11) and Prime Big Deal Days (October 7–8) showed clear performance spikes in our trend data, demonstrating successful pre-event planning and investment timing.
Exceptional efficiency during off-season
Result: 59.8% YoY growth during summer peak period.
06 · Acquisition
New-to-Brand Focus in Growth Seasons
Spring and summer DSP campaigns prioritized NTB customer acquisition (77–80% NTB rates), building future organic demand for retargeting in fall and winter when organic acquisition becomes more expensive.
Result: Established customer base that could be efficiently retargeted during lower-intent periods.
GreenWorks’ performance proves that seasonality itself can transform from a constraint into a strategic advantage.
By aligning advertising investment with natural demand cycles, capitalizing on Amazon promotional events during peak seasons, and maintaining disciplined efficiency during off‑season periods, we achieved 42.8% average YoY growth across all seasons.
The Takeaway:
Understanding when, where, and how much to invest matters as much as what products to promote.
Ready to turn your seasonal challenges into growth opportunities?