All case studies
Dancing Moon
Jamaica Blue Mountain Coffee · Amazon

Owning the Jamaica Blue Mountain Category

From underperforming ads to the leading share of the category’s highest-intent searches on Amazon.

+29%

YTD sales growth (from +8.1%)

5.17

30-day ROAS (from 3.35)

55.2%

Share of “JBM coffee k cups”

443

Subscribe & Save subscribers

The Starting Point

The Challenges Holding the Brand Back

Advertising was less than half of target

Year-to-date ROAS sat at 3.35 against a target of 8–10, with no structured campaign architecture behind it.

The catalog was under-built

No A+ Content, an unfinished brand store, inconsistent labels and imagery, and titles that weren't earning the category's core keywords.

Bigger competitors held the shelf

Rivals with 2,000+ reviews and blend products priced below Dancing Moon's 100% Jamaica Blue Mountain were winning the search terms that mattered.

What We BUILT

Rebuilding the Foundation for Scalable Growth

01

A Full Advertising Architecture

  • Launched 30 campaigns across Sponsored Products (auto, exact, phrase, broad, product targeting), Sponsored Brands, Sponsored Display remarketing, brand defense and catch-all
  • Harvested keywords directly from the top ten category competitors and built targeted defense against them
  • Shifted the goalpost from ROAS 8–10 to a TACOS target of 10–12.5% so the account could scale rather than just stay efficient
  • Layered AMC audiences: lookalikes, lapsed buyers, and basket-affinity targeting against complementary grocery items
02

Content and Listing Overhaul

  • Designed and published A+ Content across the catalog — 100% JBM pods, Premiere Blend, Half Caff, 8oz ground, whole bean and Mexican Chiapas
  • Rebuilt the brand store and pruned discontinued lines from it
  • Redesigned labels and full seven-image sets to a consistent blue-and-yellow brand system
  • Rewrote titles, bullets and backend keywords for Rufus optimization, with 75-character short-title A/B experiments and PickFu image testing
  • Surfaced the real differentiators: JACRA certification, current-crop sourcing, 33% blend standard, and "Coffee with a Cause" veteran support
03

Retention and Category Defense

  • Grew Subscribe & Save to a peak of 443 subscribers, with reorder coupons and tiered discount testing
  • Used AMC to map the replenishment window — over 80% of repurchases fall within 90 days — and built lapsed-buyer retargeting around it
  • Expanded B2B pricing and volume discounts
  • Ran Prime Day and seasonal promotions at tiered depth by product line, from 20% to 30%

The Results

Measurable Growth Across Every Key Metric

Metric Before After
Advertising ROAS 3.35 YTD 5.17 (30-day)
Year-to-date sales growth +8.1% +29%
B2B sales growth Not tracked +83% YoY
Share - “JBM coffee k cups” 41.6% 55.2%
Share - “Jamaican blue mountain coffee” 5.1% 14.1%
Brand share of category clicks Not tracked 44.9%
Brand share of category purchases Not tracked 57.1%
On-site conversion rate ~25% ~32%
Subscribe & Save subscribers None 443
A+ Content None Published catalog-wide
Advertising CTR 0.36% 0.49%

What Made the Difference

The Strategic Shifts That Changed Everything

We won intent, not volume. Share climbed hardest on specific, high-intent Jamaica Blue Mountain terms rather than generic "coffee" traffic that would never convert at a premium price.
Loyalty became the moat. 92% of subscribers take two or more deliveries and only 6% cancel after one. Efficiency held because a growing share of revenue stopped needing ads.
The target matured with the account. Moving from a ROAS goal to a TACOS goal let spend grow without the efficiency ceiling that was capping volume.

The highest point – Q1 2026

  • Sales +29% year to date
  • B2B +83% year over year 55.2% share of Jamaica Blue Mountain K-cup searches
  • 57.1% of category purchases from just ~15% of impressions

Measurable Growth Across Every Key Metric

Current headwind Response in motion
Jamaica supply chain disruption; low stock on several lines PPC concentrated on pods; inventory forecasting and restock planning
Category traffic down at flat spend; CPC up ~29% SEO rewrite, new hero imagery and packaging A/B tests to lift click share
New-to-brand customers down ~37% Creator Connections, affiliate and external traffic; AMC lapsed- buyer audiences
July price increase — sales +8% YoY, units −4% Organic demand absorbed the rise; paid share of that ASIN halved by design
Reliance on a single origin Mexican Chiapas relaunched as an iced-coffee play — +79% month over month