Building baby-essential momentum across Amazon & Noon UAE with smarter listings, stronger retail signals, and profitable ads.

Turtees is a baby essentials brand focused on comfort-first, parent-trusted products especially feeding bottles designed to be safe, BPA-free, easy to clean, and built for everyday use. With presence across UAE marketplaces, Turtees wanted to grow sales while strengthening ad efficiency and product-page trust signals across Amazon.ae and Noon.

Turtees wasn’t battling product-market fit. It was battling marketplace friction:

Split demand across platforms (Amazon vs Noon required different playbooks)

Visibility pressure in a competitive baby essentials space

Product-page clarity had to do more heavy lifting (trust, safety, usage, benefits)

Ads needed cleaner signals to avoid wasted spend on low-intent clicks

“Working with XENA gave us clarity and control across our marketplaces. we scaled without sacrificing efficiency.”

— Turtees Brand Team

What we did

1) Rebuilt PDP clarity around parent trust

We aligned listing content to how parents actually shop: safety, comfort, anti-colic cues, easy cleaning, and day to day practicality so the detail page could convert without over explaining. (Turtees’ baby bottles highlight tested, BPA free, anti colic focused design benefits shoppers look for.)

2) Strengthened marketplace discovery

We tightened keyword intent coverage and structured content to improve relevance for high-intent searches so the product could win placement more consistently without relying purely on ads.

3) Improved ad efficiency by focusing on “buy-ready” traffic

We reduced noisy targeting, pushed budgets toward cleaner intent clusters, and built a structure that helps the algorithm learn faster (instead of scattering spend).

4) Shifted momentum where the market was responding faster

Rather than force the same strategy on both platforms, we leaned into where traction was accelerating and built performance stability across channels.

“XENA helped our team bring discipline to growth not just ad spend but clarity, execution, and repeatable success.”

— Turtees

Results

Turtees saw strong marketplace momentum especially on Noon while maintaining healthy Amazon ad efficiency.

Overall Sales Growth:

+120%

Ad Sales Growth:

+146%

TACoS Improvement:

78% more efficient

The result was a stronger sales engine that scaled without letting ad spend spiral out of control.