Work
Driving Growth for Décor Corporation on Amazon UK
Fluid Marketplaces delivered a successful Amazon strategy for the UK arm of Australian homewares giant Décor.
The client
Décor is Australia’s leading food storage brand with over 42% market share. Its products span homewares categories, including hydration, lunch, kitchen accessories, and laundry. Décor prides itself on providing high-quality storage solutions at affordable prices, and its design and trend leadership have led to global expansion into over 20 countries.
Décor opened a UK office in 2020 and has since expanded its retail footprint, with products available through major retailers such as Sainsbury’s, Co-op and Asda. Décor predominantly operates as a bricks-and-mortar supplier.
In 2024, full service Amazon agency Fluid Marketplaces launched Décor on Amazon UK and is now delivering a comprehensive ecommerce strategy to support the brand’s ongoing growth and expansion in this key market.
The challenge
When Fluid Marketplaces began working with Décor on Amazon UK, the brand faced several hurdles that needed to be overcome to unlock sustainable growth. While Décor had established strengths within its category, brand awareness in the UK market remained relatively limited compared to larger, more established competitors. This created a greater reliance on effective product visibility, compelling content and strategic advertising to drive discovery and conversion.
The breadth of the product catalogue also presented a unique challenge. Marketing investment needed to be carefully balanced across a large and diverse portfolio, requiring a highly targeted approach to ensure spend was directed towards the products and categories with the greatest growth potential.
From a customer experience perspective, a significant number of product variations made navigation complex for customers, while inconsistent product detail pages limited the brand’s ability to clearly communicate product features, benefits and differentiation. In addition, the existing Brand Store was not fully optimised to guide shoppers through the range, resulting in missed opportunities to cross-sell, upsell and build brand engagement.
Addressing these challenges required a strategic, data-led approach focused on improving discoverability, enhancing the customer journey and maximising the efficiency of every investment made within the Amazon channel.
Fluid Marketplaces' Strategy
What we Delivered:
1. Measurable Growth
Our initial focus was to maximise the efficiency of Décor’s UK Amazon activity by improving both organic visibility through Amazon SEO, and advertising performance, without increasing spend beyond agreed limits.
Through a combination of keyword optimisation, campaign restructuring, bid refinement, and enhanced product content, we significantly improved the efficiency of the brand’s Amazon PPC programme and strengthened organic ranking positions across key categories.
The result of this work was a 33% increase in organic revenue during Q1 2026 compared to Q4 2025. The Amazon PPC campaigns are now also producing stronger results after our continued refinement.
Between March and May 2026, the following Amazon PPC results were achieved, with the account continuing to grow month-on-month, despite strict controls on budgets:
- PPC Clicks increased by 18.5%
- Conversion rate improved by 30.2%
- Advertising revenue increased by 46.1%
- ACOS reduced by 17.1%, demonstrating that profitability is improving
These improvements demonstrate how strategic optimisation can unlock significant performance gains without increasing advertising investment.
2. Product Expansion Advice
Beyond day-to-day account management, we worked closely with Décor to identify opportunities for future growth.
Through category analysis, competitor benchmarking, keyword demand research, and market trend monitoring, we identified a significant opportunity within the hydration category. Consumer demand, search volume growth, and competitor activity indicated a clear gap within the brand’s existing portfolio.
Using these insights, we provided recommendations that helped shape the brand’s future product roadmap, informed decision-making on potential range extensions, and strengthened the client’s long-term growth strategy.
By combining marketplace intelligence with customer demand data, we enabled the brand to make more informed product development decisions with greater confidence.
3. An Optimised Customer Experience
Improving customer experience was a key component of our growth strategy for Décor.
We undertook a comprehensive review of the catalogue, which identified opportunities to simplify product selection, improve discoverability, and increase conversion rates. We refined product titles, bullet points, imagery, and backend attributes to better align listings with customer search behaviour.
We also streamlined product variation structures, reducing unnecessary complexity and helping shoppers navigate ranges more easily. This allowed hero products to gain greater visibility, concentrate review equity, and benefit from improved ranking performance.
The result was a more intuitive shopping journey that reduced friction and helped customers find the right products faster, thereby improving conversion performance.
4. A Seasonal Lifecycle Strategy
To ensure the brand remained relevant throughout the year, we developed a structured seasonal content strategy designed around key retail moments.
This included the creation and deployment of seasonal Store updates, refreshed creative assets, and targeted content aligned with major shopping periods such as Back to School.
By proactively adapting messaging, imagery, and merchandising to reflect seasonal customer needs, we maintained engagement during critical periods of demand and ensured the brand consistently delivered the most relevant shopping experience.
This approach enabled the client to capitalise on seasonal traffic opportunities while reinforcing brand relevance throughout the customer buying cycle.
5. Scope for TikTok Shop
Fluid Marketplaces worked closely with the Décor team to explore the opportunity presented by TikTok Shop and assess how the platform could be leveraged to drive incremental sales and brand engagement. Through a detailed discovery and planning process, Fluid scoped out a comprehensive TikTok Shop strategy, identifying the operational requirements, content approach, product selection, and commercial opportunities needed for success.
Beyond the initial strategy development, the project provided Décor with a much deeper understanding of the rapidly evolving social commerce landscape and its role within the wider ecommerce ecosystem. Fluid’s expertise helped translate platform potential into a practical roadmap, ensuring internal stakeholders had clarity on both the short-term implementation requirements and the long-term growth opportunities.
The resulting strategy now serves as a valuable reference point and decision-making framework, providing clear guidance should Decor decide to launch a TikTok Shop in the future. This work has equipped the business with the knowledge, confidence, and practical recommendations needed to evaluate and activate the channel effectively when the timing is right.
6. Strategic Ecommerce Consultancy and Growth Support
Fluid Marketplaces provides ongoing strategic consultancy to support Décor’s ecommerce growth objectives, acting as an extension of the internal team while aligning closely with both the UK business and wider head office operating models. Working within established strategic parameters, Fluid delivers expert guidance across key areas, including campaign budget management to ensure maximum return from limited marketing spend and the implementation of performance-focused KPI frameworks such as pricing tracking and marketplace monitoring.
In addition, Fluid supports staff training and capability development, helping to build internal knowledge and confidence across ecommerce and marketplace operations.
The Results
Through a combination of performance marketing optimisation, catalogue improvements, customer experience enhancements, and strategic commercial guidance, Décor achieved the following advertising growth/results from March to May 2026, with ongoing growth expected. :
- 46.1% increase in advertising revenue
- 30.2% increase in conversion rate
- 18.5% increase in clicks
- 17.1% reduction in ACOS (advertising cost of sale)
- Enhanced visibility of core products
- Actionable product expansion opportunities within the hydration category
- Stronger seasonal presence during key retail events
The project demonstrates how a data-led Amazon growth strategy can deliver meaningful commercial results while remaining aligned with budgetary constraints and long-term brand objectives.
Our work
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