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Fox & Grain.
€59K Generated from February to December 2025 — Amazon.
A UK-based home décor brand shelving, wall storage, and interior accessories launching on Amazon from zero in 2025.
1,017
Units Sold
€74.75
Avg Order Value
5.5×
Q4 ROAS
18.2%
Q4 ACOS
+94%
Q4 QoQ Growth
Context
Fox & Grain launched on Amazon in 2025 with no reviews, no rank, and no sales history. By December, they had generated €59K in their first year with advertising efficiency and organic reach improving every single quarter.
The Starting Point
New brand. Zero baseline.
Fox & Grain stepped onto Amazon in February 2025 with no reviews, no keyword history, and no brand presence to speak of. We made every decision, from selecting target keywords to determining bid amounts, without relying on any data points. The real challenge was never about fixing what was broken. It was about building from nothing and making it compound.
Revenue
€3,923
First full quarter on Amazon
Units Sold
54
Brand-new listings,
early traction
ACOS
24.6%
Expected for launch phase
ROAS
4.06×
Baseline — room to build
What We Built
Foundation. Then scale.
Three service pillars, deployed simultaneously because for a launch-year brand, advertising, listings, and operations cannot be sequenced. They all had to work together from day one.
01
Amazon Advertising
PPC from zero—structured for scale
Sponsored Products and Sponsored Brands campaigns were built from the ground up, starting with controlled budgets and tightly structured keywords. PPC drove 70 to 78% of revenue across Q1 through Q3, as expected for a new brand, but efficiency improved each quarter. By Q4, ACOS had fallen to 18.2% and ROAS reached 5.5x, the strongest performance of the year and ahead of category benchmarks. Weekend bid multipliers were applied after data confirmed Friday through Sunday as peak days for home decor shoppers.
02
Listing Optimisation & SEO
Listings built to rank and convert
Crafted product listings with keyword rich titles, benefit led bullet points, and A+ content designed to convert high AOV shoppers considering home décor purchases. As review velocity grew and listing maturity improved, organic sales increased from €1,093 in Q1 to €9,029 in Q4, a 726% increase without any additional ad spend. Organic share is on track to become a meaningful revenue driver in 2026 as authority compounds
03
Full Account Management
Every operational layer, owned
Managed Brand Registry, catalogue health, inventory planning, and compliance from day one by ensuring no disruptions to a brand in its most fragile phase. Q4 peak planning began in Q3 with budget scaling, seasonal promotions, and inventory forecasting. They are aligned to capture the home improvement and gifting demand that drives the category in Q4. The result in Q4 delivered €30,464, 51% of the entire year’s revenue, in a single quarter.
The Growth Arc
Q1 to Q4. Every quarter better.
Not a single quarter declined. Revenue, units, and efficiency all improved consistently — a textbook launch trajectory, executed with discipline.
| Quarter | Revenue | QoQ Growth | ACOS | Organic Sales | ROAS |
|---|---|---|---|---|---|
|
Q1
Launch &
Testing |
€3,923
54 units · 40 orders |
– |
24.6%
Expected for launch |
€1,093
22% of revenue |
4.06× |
|
Q2
Traction &
Validation |
€9,081
174 units · 146 orders |
+131%
First major acceleration |
33.3%
Peak SKU discovery phase |
€3,162
35% of revenue |
3.01× |
|
Q3
Acceleration
Phase |
€15,741
277 units · 210 orders |
+73%
Sustained expansion |
22.9%
Improving listings maturing |
€3,999
25% of revenue |
4.37× |
|
Q4
Peak &
Best Efficiency |
€30,464
534 units · 396 orders |
+94%
51% of annual revenue |
18.2%
Best quarter of the year |
€9,029
30% of revenue growing |
5.50× |
The Results
Efficiency built quarter by quarter.
Every advertising metric improved across the year, ACOS declined, ROAS climbed, and organic sales grew. The brand didn’t just generate revenue in year one; it built the infrastructure to compound that revenue in year two.
ACOS Trajectory — Improving Every Quarter
Q1 2025
24.6%
ROAS 4.06×
Launch baseline
Q2 2025
33.3%
ROAS 3.01×
SKU discovery peak
Q3 2025
22.9%
ROAS 4.37×
↓ Improving
Q4 2025
18.2%
ROAS 5.50×
Best efficiency ↓
Monthly Revenue — Feb to Dec 2025
| Feb | €965 | 14 units |
|---|---|---|
|
Mar |
€2,957 |
40 units |
|
Apr |
€2,426 |
39 units |
|
May |
€2,870 |
68 units |
| Jun | €3,785 | 66 units |
|---|---|---|
|
Jul |
€3,806 |
67 units |
|
Aug |
€3,287 |
59 units |
|
Sep |
€8,648 |
151 units |
| Oct | €11,067 | 199 units |
|---|---|---|
|
Nov |
€12,500 |
225 units |
|
Dec |
€6,897 |
110 units |
|
Total |
€59,209 |
1,017 units |
Client Testimonial
Starting from zero is daunting. AONE made it feel like we had an entire team behind us from day one - strategy, listings, advertising, everything. The results from our first year on Amazon gave us real confidence in what comes next.
Oliver Hartley
Founder, Fox & Grain
Home Décor · Amazon UK · 2025
Category
Home Décor & Wall Storage
Market
Amazon UK
Year One Revenue
€59,209
Q4 ROAS
5.50×
ACOS Improvement
24.6% → 18.2%
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