How NULL used Amazon Ads to stand out among other brands [Video]

Founded in May 2011 by Tatsuhiko Kawashita, G.O Holdings is dedicated to high customer satisfaction by providing innovative products and services. The company currently manages nine brands, including FIX IT, Defend Future, and Power ArQ, all of which are available on Amazon.co.jp. In 2013, they launched NULL, an in-house brand of men’s cosmetics with a diverse product range, including skincare and hair care items.

Strategic advertising from day one

From the beginning, NULL recognized the importance of strategic advertising. Despite the competitive landscape, especially in the shampoo category, the company navigated these challenges by using long-tail keywords, and gradually shifting to more competitive terms. Sawada, who leads the NULL team, adhered to a structured playbook, regularly reviewing campaign performance to make informed decisions about investments and adjustments.