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ASX LIGHTING

ASX Iluminación is a Brazilian brand specializing in LED lighting systems for the automotive industry, with over a decade of experience in the sector.
Known in Latin America as "Brazil's best-selling LED," the company has established itself as an international leader in innovation, technology, and product certification for vehicles.
Its catalog includes CE and EMC certified LED bulbs, headlights, adapters, and electrical accessories, designed to offer maximum light output with low consumption and long life.
Following its expansion into Europe through a subsidiary in Spain, ASX entrusted Amz Lab Future with the support of Amazon Spain to structure and launch its entry into Amazon Spain, with the goal of opening a new, professional and controlled sales channel.

THE CHALLENGE
Despite its track record and recognition in Latin America, ASX had no prior experience or presence on Amazon.
The brand needed to launch operations in the Spanish market, adapting its offering to a different audience and a more competitive digital environment.
The main challenges were:

  • Create a professional Seller account from scratch, managing all technical, fiscal, and logistical settings.

  • Translate and adapt all content from the Brazilian catalog (texts, sheets, images, claims) to the European market.

  • Position the brand in a category with strong competition and technical demands: automotive LED lighting.

  • Maintain global visual and brand consistency, reinforcing its technological and professional identity.

The goal was clear: to establish ASX as a leading brand in LED lighting within Amazon Spain, generating real sales and a solid organic presence in its first few months.


THE STRATEGY

  • Seller account structure and setup

    • Creating and verifying your Amazon Spain account.

    • Official registration of the brand in Amazon Brand Registry.

    • Warehouse setup, FBA logistics, and inventory control.

  • Adaptation of catalog and visual content

    • Technical translation of the complete catalog and standardization of specifications (watts, lumens, color temperature, compatibility).

    • SEO-optimized copywriting for Amazon, prioritizing key terms for the Spanish market.

    • Production of A+ content with comparative images, infographics, and visual storytelling of LED technology.

  • Advertising launch and continuous optimization

    • Automatic and manual Sponsored Products campaigns to accelerate initial visibility.

    • Sponsored Brands campaigns focused on reputation building.

    • Progressive optimization of bids, segmentations, and creatives based on performance data.

    • Implementation of customized dashboards for tracking KPIs (ROAS, ACOS, CTR, and conversions).


THE EXECUTION

  • During the first 60 days of employment:

  • Completed the full Seller account setup and brand registration.

  • An initial catalog of the 15 most representative products was launched, prioritizing LED kits approved for European vehicles.

  • Images and texts were adapted to a technical yet accessible tone for the Spanish public.

  • Automatic discovery campaigns were activated, followed by manual campaigns segmented by bulb type (H7, H11, HB3, etc.).

  • Weekly adjustments to keywords, bids, and prices were made until ACOS stabilized.

  • Coordinated work between the content, advertising, and analytics teams allowed ASX to achieve early traction and organic positioning in just two months.


THE RESULTS

  • After the first quarter on Amazon Spain:

  • +40,000 € in accumulated sales with constant growth month after month.

  • Average conversion rate of 9.2% on optimized listings.

  • Initial ACOS stabilized at 21%, with average ROAS above 4.5x.

  • Positioning in the Top 10 results for keywords such as “LED car bulbs” and “H7 LED approved.”

  • +180% increase in organic traffic through brand searches (ASX LED Spain).

  • Solid foundation for catalog expansion and launch in other European marketplaces.

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