Case Study: Morinaga
Scaling Amazon Growth Across US and Japan with Eva’s Unified Commerce System
Overview
Morinaga is a global confectionery brand with strong heritage and growing presence across the United States and Japan, with products such as HI-CHEW and HI-SOFT.
The brand partnered with Eva to move from fragmented marketplace execution to a unified Amazon growth system across regions, focused on ranking, conversion, and profitability.
The Situation
- Core issue: Presence existed. System did not.
Morinaga had strong brand demand
but faced operational complexity across markets.
Key challenges included:
- Disconnected Seller Central operations across US and Japan
- Limited conversion performance on product detail pages
- Inventory planning not aligned with demand
- Advertising and DSP not fully integrated
- Lack of unified visibility across regions
Eva implemented a holistic Amazon Growth System across US and Japan, integrating
The Eva Approach
Advertising Intelligence (PPC + DSP)
- Campaign restructuring by intent and keyword clusters
- Search term harvesting and ranking-driven prioritization
- DSP activation for audience expansion and retargeting
- Budget allocation aligned with performance and ranking stage
Shift: From isolated campaigns to a full-funnel advertising system
Organic Growth and Conversion Optimization
- Listing optimization aligned with search behavior per market
- A+ content and creative hierarchy improvements
- Localization for US and Japan audiences
- Conversion rate optimization across key SKUs
Shift
From static listings to conversion-driven content systemFrom static listings to conversion-driven content system
Inventory and Demand Alignment
- Forecasting based on demand signals
- Inventory planning aligned with advertising velocity
- Stockout prevention across marketplaces
Shift: From reactive inventory to demand-driven operations
Cross-Marketplace Intelligence
- Unified performance visibility across regions
- SKU-level insights guiding prioritization
- Coordinated execution aligned with global strategy
Shift: From regional silos to coordinated global growth
Execution
Advertising continuously optimized using ranking and audience signals
DSP layered to expand reach and reinforce conversion
Listings localized and improved per market
Inventory aligned with demand to maintain growth momentum
The Outcome
Growth improved across both efficiency and scale.
What Changed
Before Eva
- Disconnected operations across US and Japan
- Advertising and DSP not integrated
- Reactive inventory planning
- Limited visibility into performance drivers
After Eva
- Unified Amazon system across regions
- Integrated PPC and DSP strategy
- Inventory aligned with demand signals
- Conversion and profitability optimized at SKU level
- Coordinated global execution
Eva helped us align our Amazon operations across the US and Japan into one system. By connecting advertising, content, and inventory, we gained better visibility and control over performance.
This allowed us to improve conversion, stabilize operations, and scale more efficiently across both markets.
Teruhiro Kawabe
Morinaga
Strategic Insight
When marketplaces operate independently:
- Spend increases
- Efficiency declines
- Growth becomes inconsistent
Amazon growth is not ad spend
It is a system where ranking, demand generation, and conversion work together to scale profitably
