Herbs & Kettles : 114% Sales Growth and 2X ROAS in the U.S. Premium Tea Market Powered by XENA 360
115%
Increase in Total Sales
215%
Growth in Ad-Driven Revenue
36%
TACoS Improvement
Herbs & Kettles, a U.S.-based direct-to-consumer tea brand known for its premium, single-origin loose-leaf and powdered teas, partnered with XENA Intelligence to elevate its Amazon and DTC performance. Within a single quarter, the brand achieved 114% overall sales growth, a remarkable 214% surge in ad sales, and a 103% improvement in ROAS, while achieving a 36% lower TACoS.
Ready to Unlock Data Driven Growth?
Trusted by 100+ brands
Customer
Herbs & Kettles
Industry
Food & Beverage
Challenges
Herbs & Kettles had built a loyal following through its beautifully crafted teas and storytelling around farm-to-cup authenticity. However, scaling this artisanal reputation into measurable eCommerce growth came with distinct challenges:
Highly Competitive Category: The online tea market was dominated by bulk commercial brands with larger ad budgets and mass reach. Premium-positioned brands like Herbs & Kettles often struggled to stand out in keyword auctions flooded with generic search terms like “green tea” or “chai powder.”
Low Ad Efficiency: Previous campaigns focused broadly on tea-related keywords without differentiating buyer intent (wellness vs. premium vs. gifting). This led to wasted spend and inconsistent ACOS.
Visibility Plateau: Despite excellent product quality and storytelling, the brand’s organic visibility on Amazon and Google Shopping plateaued due to limited backend SEO optimization.
Unoptimized Cross-Market Data: Performance data from the Shopify DTC store and Amazon listings were siloed, preventing unified decision-making or cross-platform optimization.
Herbs & Kettles needed an intelligent system to identify its most profitable audiences, automate ad performance, and bridge the gap between its brand narrative and data-driven growth.
"Their platform didn’t just increase traffic; it showed us where our brand truly belongs in the market. The growth has been both measurable and meaningful.”
– Dr. Poorvi Chordia, Co-Founder, Herbs & Kettles
XENA’s Approach
Leveraging XENA 360, our all-in-one marketplace management platform, Xena Intelligence built a customized strategy focused on precision targeting, SEO automation, and conversion scaling.
1.Audience & Keyword Mapping
Segmented keywords into intent clusters: tea connoisseurs, wellness buyers, and gift shoppers.
Used Foresight’s AI keyword engine to uncover emerging micro-trends such as “sugar-free matcha,” “immunity-boosting tea,” and “loose leaf masala chai.”
2.Cross-Market Analytics Integration
Connected performance data from Amazon and Shopify to identify overlap and conversion journeys.
Used shared insights to align campaign targeting and product positioning across both platforms.
3.Listing & Content Optimization
Refined A+ content with storytelling around origin, purity, and craftsmanship while embedding optimized backend keywords.
Designed new infographics and visuals that highlighted tea provenance, helping differentiate from mass-market competitors.
4.Smart Budget Scaling
Deployed automated bid adjustments and seasonal pacing rules using XENA 360 automations.
Prioritized high-performing SKUs and optimized underperforming ones through profit-based campaign rules.
“For years, we tried scaling through traditional ads, but nothing matched the clarity and control we gained with Xena. Seeing our ROAS double while keeping TACoS down has given us the confidence to expand into new marketplaces.”
— Dr. Abe Chatterjee, Co-Founder, Herbs & Kettles
Results
114.3% Increase in Total Sales
The brand more than doubled its sales volume through better visibility and keyword alignment. Core SKUs like “Darjeeling tea” and “Chai sampler” began ranking organically on the first page, driving consistent conversions even outside peak sale periods.
214.7% Growth in Ad-Driven Revenue
Automated targeting and budget pacing reduced keyword waste while capturing high-intent audiences searching for premium, small-batch teas. Ad sales more than doubled without inflating total ad spend.
103.3% ROAS Improvement
By identifying cost-effective keywords and optimizing listings with AI-based recommendations, Herbs & Kettles’ ROAS more than doubled ensuring that every marketing dollar yielded measurable profit.
36% TACoS Improvement
Through consistent bid tuning and SEO enrichment, the brand reduced its total advertising cost of sales while strengthening organic reach. More than one-third of total orders now come from repeat and referral buyers, indicating sustainable visibility growth.
Brand Transformation
The combination of storytelling and structured optimization positioned Herbs & Kettles as not just another tea brand, but a premium choice for health conscious and experience driven consumers across the U.S.
Find More Case Studies
Ready to Take Your E-Commerce Growth to the Next Level?
Ready to Take Your E-Commerce Growth to the Next Level?
Discover how XENA helps brands and sellers optimize listings, boost visibility, and stay ahead in competitive marketplaces.
Discover how XENA helps brands and sellers optimize listings, boost visibility, and stay ahead in competitive marketplaces.
Book a Meeting
Book a Meeting
Book a Meeting
Herbs & Kettles, a U.S.-based direct-to-consumer tea brand known for its premium, single-origin loose-leaf and powdered teas, partnered with XENA Intelligence to elevate its Amazon and DTC performance. Within a single quarter, the brand achieved 114% overall sales growth, a remarkable 214% surge in ad sales, and a 103% improvement in ROAS, while achieving a 36% lower TACoS.
Ready to Unlock Data Driven Growth?
Trusted by 100+ brands
Customer
Herbs & Kettles
Industry
Food & Beverage
Challenges
Herbs & Kettles had built a loyal following through its beautifully crafted teas and storytelling around farm-to-cup authenticity. However, scaling this artisanal reputation into measurable eCommerce growth came with distinct challenges:
Highly Competitive Category: The online tea market was dominated by bulk commercial brands with larger ad budgets and mass reach. Premium-positioned brands like Herbs & Kettles often struggled to stand out in keyword auctions flooded with generic search terms like “green tea” or “chai powder.”
Low Ad Efficiency: Previous campaigns focused broadly on tea-related keywords without differentiating buyer intent (wellness vs. premium vs. gifting). This led to wasted spend and inconsistent ACOS.
Visibility Plateau: Despite excellent product quality and storytelling, the brand’s organic visibility on Amazon and Google Shopping plateaued due to limited backend SEO optimization.
Unoptimized Cross-Market Data: Performance data from the Shopify DTC store and Amazon listings were siloed, preventing unified decision-making or cross-platform optimization.
Herbs & Kettles needed an intelligent system to identify its most profitable audiences, automate ad performance, and bridge the gap between its brand narrative and data-driven growth.
"Their platform didn’t just increase traffic; it showed us where our brand truly belongs in the market. The growth has been both measurable and meaningful.”
– Dr. Poorvi Chordia, Co-Founder, Herbs & Kettles
XENA’s Approach
Leveraging XENA 360, our all-in-one marketplace management platform, Xena Intelligence built a customized strategy focused on precision targeting, SEO automation, and conversion scaling.
1.Audience & Keyword Mapping
Segmented keywords into intent clusters: tea connoisseurs, wellness buyers, and gift shoppers.
Used Foresight’s AI keyword engine to uncover emerging micro-trends such as “sugar-free matcha,” “immunity-boosting tea,” and “loose leaf masala chai.”
2.Cross-Market Analytics Integration
Connected performance data from Amazon and Shopify to identify overlap and conversion journeys.
Used shared insights to align campaign targeting and product positioning across both platforms.
3.Listing & Content Optimization
Refined A+ content with storytelling around origin, purity, and craftsmanship while embedding optimized backend keywords.
Designed new infographics and visuals that highlighted tea provenance, helping differentiate from mass-market competitors.
4.Smart Budget Scaling
Deployed automated bid adjustments and seasonal pacing rules using XENA 360 automations.
Prioritized high-performing SKUs and optimized underperforming ones through profit-based campaign rules.
“For years, we tried scaling through traditional ads, but nothing matched the clarity and control we gained with Xena. Seeing our ROAS double while keeping TACoS down has given us the confidence to expand into new marketplaces.”
— Dr. Abe Chatterjee, Co-Founder, Herbs & Kettles
Results
114.3% Increase in Total Sales
The brand more than doubled its sales volume through better visibility and keyword alignment. Core SKUs like “Darjeeling tea” and “Chai sampler” began ranking organically on the first page, driving consistent conversions even outside peak sale periods.
214.7% Growth in Ad-Driven Revenue
Automated targeting and budget pacing reduced keyword waste while capturing high-intent audiences searching for premium, small-batch teas. Ad sales more than doubled without inflating total ad spend.
103.3% ROAS Improvement
By identifying cost-effective keywords and optimizing listings with AI-based recommendations, Herbs & Kettles’ ROAS more than doubled ensuring that every marketing dollar yielded measurable profit.
36% TACoS Improvement
Through consistent bid tuning and SEO enrichment, the brand reduced its total advertising cost of sales while strengthening organic reach. More than one-third of total orders now come from repeat and referral buyers, indicating sustainable visibility growth.
Brand Transformation
The combination of storytelling and structured optimization positioned Herbs & Kettles as not just another tea brand, but a premium choice for health conscious and experience driven consumers across the U.S.
Find More Case Studies
Ready to Take Your E-Commerce Growth to the Next Level?
Discover how XENA helps brands and sellers optimize listings, boost visibility, and stay ahead in competitive marketplaces.
Book a Meeting
