How PURELEI scaled its Amazon revenue by +132% in 2.5 years
PURELEI: full-service Amazon account management for a love brand, +132% revenue in 2.5 years and expansion from Germany to Europe and the USA since mid-2023.
Brand — PURELEI
Industry — D2C Jewelry & Lifestyle
Collaboration since — June 2023
Service — Full-Service Quantum Growth
Result — +132% revenue growth (2023–2025)
Markets — DE → IT, FR → USA
A love brand with 822K followers — and untapped Amazon potential
PURELEI is the largest German D2C jewelry brand, founded in 2016 in Mannheim by Alisa Jahnke, Frederik Jahnke, and Etienne Espenner. Inspired by the Hawaiian Aloha spirit, PURELEI has built a community of over 822,000 Instagram and 214,000 TikTok followers with its waterproof, durable jewelry — a true love brand with an annual total revenue of around 60 million EUR.
Despite its strong D2C business, the Amazon channel was not yet at the level a brand of this size deserves. It lacked a holistic marketplace strategy that combines SEO, SEA, content, and analytics from a single source — and one that enables the channel to be scaled internationally without losing brand control.
Unlocking Amazon as a scalable growth channel — without diluting the brand
When PURELEI started with AMASULTING in June 2023, there were several key challenges: The Amazon account was focused exclusively on the German market and offered no infrastructure for international expansion. The advertising strategy operated in isolation from content and SEO — without a full-funnel approach or DSP. At the same time, while the advent calendar was a relevant seasonal revenue driver, its potential was far from fully realized.
The biggest challenge: As a love brand with a clear visual identity and a strong community, PURELEI needed a partner that wouldn't just run campaigns, but would immerse itself deeply in the brand — and act as a peer-level strategic partner.
“We didn’t need an agency to send us reports. We needed a team that understands our brand, integrates into our team, and grows with us.”
— PURELEI Marketplace Team
Quantum Growth: Four pillars, one goal — sustainable marketplace growth
From day one, AMASULTING relied on its own Quantum Growth method — a holistic framework that combines four interlocking disciplines into a scalable growth engine. No isolated campaign management, but full service with 100% transparency and access to the entire customer journey.
Amazon SEO
Data-driven keyword strategies that place PURELEI’s products where customers are searching. Continuous listing optimization across all markets.
SEA with measurable ROAS
PPC campaigns (SP, SB, SBV) optimized for profitability — not vanity KPIs. DSP integration starting in 2024, with an always-on approach from 2025.
Content that converts
Listings, A+ content, and storefronts that don't just inform, but sell. Conversion rate increased from 2.9% to 4.5%.
Full Service Growth
Comprehensive support with transparent reporting. Hybrid working: The AMASULTING team is embedded within the PURELEI team — including regular on-site meetings and joint offsites.
Roadmap
- JUNE 2023 — Kickoff in Germany. Start of full-service account management. Establishing the foundation: listing optimization, campaign setup, and analysis framework.
- Q4 2023 — First Advent calendar push. Established a seasonal campaign strategy for the jewelry Advent calendar as a key revenue driver.
- 2024 — International expansion + DSP launch. Rollout to Italy and France. First-time use of Amazon DSP for full-funnel advertising. Portfolio grows to 2,500+ products.
- 2025 — US launch + always-on DSP. Expansion into the US market. DSP shifts to an always-on approach. Advent calendar revenue doubles again. Sessions increase by +74%.
- 2026 — DSP scaling + further international growth. Full-funnel strategy continues to scale. PURELEI remains an AMASULTING hero case.
+132% revenue growth. +224% more units sold. In 2.5 years.
The numbers speak for themselves. What started as a purely German business is now an international marketplace powerhouse — with increasing profitability and a conversion rate that grows year after year.
- +132% Revenue growth — 2023 → 2025, YoY increases of +41% and +65%
- +224% Units sold — From 247K to 799K units in three years
- +109% Session growth — From 8.5 million to 17.7 million visits
- 4.5% Conversion Rate — Increased from 2.9% (2023) — despite massive traffic scaling
More traffic and higher conversions — that is Quantum Growth
Most brands know the dilemma: more traffic often means lower conversion rates because you are reaching broader target audiences. At PURELEI, the opposite happened. Through the close integration of SEO, content optimization, and data-driven advertising, the conversion rate was continuously increased despite massive session scaling.
Unit Session Percentage (Conversion Rate) across all products and markets
"AMASULTING isn't just our agency — they are an integral part of our team. The depth of our collaboration, the mutual sparring, and the transparency in the data make all the difference."
— PURELEI Marketplace Team
The Advent Calendar: From seasonal product to growth engine
PURELEI's jewelry advent calendar was a popular product even before we started working together. But it only became an absolute revenue driver through a targeted marketplace strategy — optimized listings, aggressive advertising starting in September, DSP retargeting, and international availability.
+259% Advent calendar revenue (2023 → 2025) — The share of total revenue rose from 16% to 25% — the advent calendar became the strategic anchor product for Q4.
- +299% Advent calendar units — From ~10,700 to ~42,700 calendars sold
- 5 variants in 2025 — Gold, silver, rose gold, bicolor + premium set with 25 pieces of jewelry
- 25% share of annual revenue — 2025 — compared to 16% in 2023
More than an agency — one shared team
What connects PURELEI and AMASULTING goes beyond traditional agency work. It is a hybrid working model where both teams operate in close alignment: joint meetings, regular on-site visits at PURELEI in Mannheim, collaborative Amazon workshops, and participation in company offsites.
This model makes it possible to build sustainable knowledge within the organization, conduct training, and make strategic decisions together—rather than one side dictating to the other. At PURELEI, AMASULTING has 100% access to the customer journey and is responsible for SEO, SEA, content, analytics, and international expansion—as a partner on equal footing.
The result: In 2.5 years, PURELEI's Amazon channel has transformed from a side project into an international growth driver—with stable profitability, increasing conversion, and a partnership built on trust, transparency, and shared ambitions.
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