Morinaga in motion
Unified Commerce case study
Scaling Amazon Growth Across US and Japan with Eva’s Unified Commerce System
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.
CPGThe opportunity
Turn channel activity into one connected growth system
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.
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
The operating challenge behind the growth opportunity
- 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
Morinaga on TikTok
The brand voice in motion
Three videos from the official brand account show how product storytelling and social discovery create demand before shoppers reach a marketplace or brand storefront.
Morinaga in motion
Morinaga in motion
The Eva approach
One plan, clear priorities, and shared performance signals
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
90-day execution roadmap
From fragmented execution to one operating cadence
The first 90 days establish the baseline, activate the connected system, and scale the combinations that improve international growth.
Build the foundation
Create one commercial baseline across Amazon US + Japan.
- Map product and channel economics
- Audit conversion, demand, and inventory
- Align the operating scorecard
Activate the system
Implement the highest-value initiatives documented in the Eva approach.
- Connect channel signals and decisions
- Improve conversion and demand capture
- Coordinate content, media, and operations
Scale what compounds
Move investment toward the products, audiences, and channels producing the strongest business result.
- Reallocate toward winning combinations
- Protect margin and availability
- Build the next optimization cycle
Results and measurement
The scorecard that connects growth to business impact
Verified outcomes and operating signals already documented in the original case study, organized into one consistent scorecard.
The outcome
What the connected system changed
Growth improved across both efficiency and scale.
Before and after
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
Chief Marketing Officer
Amazon growth is not ad spend
It is a system where ranking, demand generation, and conversion work together to scale profitably
Strategic insight
Growth compounds when every channel has a clear job
When marketplaces operate independently:
- Spend increases
- Efficiency declines
- Growth becomes inconsistent
Build one connected commerce growth system
Talk with a senior Eva operator about marketplace growth, paid demand, conversion, operations, and the measurement system that connects them.
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