Overview
Customer Snapshot
Customer: SUN RIGHT Foods | Glass noodles & food products on Amazon US
Industry: Consumer Packaged Goods / Grocery
BQool Product: BQool AI Advertising
Marketplace: Amazon North America
Key Results:
- 50%Â Reduction in ACoS
- 3x Growth in orders
- ~40%Â Lower cost per order
- Amazon’s Choice & Overall Pick, Algorithm-driven badges earned
Background: A Household Brand Starting from Zero
SUN RIGHT Foods is a household name in Taiwan with over 50 years in the food industry, known for healthy and delicious glass noodles and sugar. But brand recognition in Taiwan doesn’t carry over to North America.
On the Amazon platform, SUN RIGHT was just another new seller.
“We just couldn’t break into overseas markets. So, I said, if they won’t sell our products, why don’t we try selling them ourselves?”
— Tsai-Hui Lee, General Manager, SUN RIGHT Foods
The company first entered the Amazon US market during COVID-19 in 2020 and saw promising early traction. But as the pandemic eased and supply chain disruptions grew, momentum stalled. When they relaunched two years later, SUN RIGHT outsourced operations to a third-party agency. Monthly revenue stayed stuck at a few thousand dollars.
The Challenges
The problems SUN RIGHT encountered are common to any brand selling on Amazon from outside the US:
The time-zone gap left ads unmanaged during peak hours
When US shoppers were browsing and buying on Amazon, the team in Taiwan had already gone home for the day. Campaigns ran unoptimized during the highest-traffic hours. High-converting keywords went underfunded while underperforming ones kept spending budget. By the time the team checked the dashboard the next morning, the opportunity had passed.
Keywords were chosen by guessing, bids were set by gut feeling
All advertising was done manually. Keywords were selected by hand, bids were set on instinct, and the strategy amounted to “let’s try this keyword with this bid and see.” Without a data foundation, every ad dollar spent was a shot in the dark.
Advertising and supply chain operated in silos
The advertising team focused on click-through rates and ACOS. The logistics team focused on shipment schedules. Neither side shared data with the other. This led to a recurring mismatch: ads would drive demand that inventory couldn’t fulfill, or large stock would sit in warehouses with no ad spend behind it. On Amazon, stockouts are especially costly. They don’t just mean missed sales. Amazon’s algorithm downgrades your ranking and organic visibility, and recovering that position can require several times the original ad investment.
The Solution: Three Specialists, One System
SUN RIGHT’s breakthrough came from a three-way partnership: SUN RIGHT bringing the product and brand, BQool for AI-powered advertising, and SPIRE for supply chain and Amazon operations. Each partner owned a distinct piece, but shared data connected the whole system.
BQool AI Advertising: 24/7 Optimization
BQool’s AI downloads Amazon ad data every hour and cross-references 60 to 90 days of historical performance. It identifies which keywords convert, when customers purchase by time zone, optimizes bids and reallocates budget to peak windows automatically.
“After implementing BQool’s AI Advertising, it basically helped cover for staff when they were off work.”
— Jeff Lin, Co-Founder, SPIRE
” After we adopted it, we precisely identified which keywords led to repeat purchases and the right timing for ads. Since there’s a time difference with the North American market, we let the AI decide the timing. We just set it up and it runs the ads.”
— Tsai-Hui Lee, General Manager, SUN RIGHT Foods
SPIRE Supply Chain: Keeping Inventory in Sync
Advertising alone doesn’t work if you can’t deliver. SPIRE repositioned SUN RIGHT’s fulfillment from small direct shipments out of Taiwan to a US-based inventory model, cutting North American operating costs by over 50% early in the partnership.
More importantly, when BQool’s ad data signaled rising demand for specific products, SPIRE could spot the trend early and pre-position inventory before stockouts occurred. This ensured SUN RIGHT wouldn’t lose the ranking and visibility they had worked hard to build.
Why It Worked: Trust and Data Sharing
This model worked not just because of the tools, but because of the mindset behind the partnership. Many companies treat service providers as outsourced vendors and only share partial information. SUN RIGHT took a different approach: open data, fast communication, and a willingness to adjust in real time.
“SUN RIGHT has a very solid product foundation and their team is willing to look at data, communicate quickly and make adjustments. SUN RIGHT doesn’t treat AI as just a tool but as part of their business process. This enables more effective collaboration among BQool, SPIRE, and SUN RIGHT.”
— Jonathan Low, CEO, BQool
General Manager Tsai-Hui Lee put it simply:
“SPIRE provides the professional expertise and BQool provides the advertising insights. It’s the beautiful done division of labor and we can see the results immediately. The effectiveness shows right away.”
— Tsai-Hui Lee, General Manager, SUN RIGHT Foods
The Results
~40% lower ad costs. Within three months, BQool’s AI eliminated wasted spend on low-performing keywords and concentrated budget on the ones that converted. The result: ACOS dropped by nearly half, and cost per order fell by approximately 40%.
Multi-fold revenue growth. Monthly revenue grew from a few thousand dollars to several times that figure, driven by smarter ad spend and the organic ranking improvements that followed.
Amazon’s Choice and Overall Pick badges. These are not purchased through ads. Amazon awards them based on search ranking, sales velocity, ratings, and low return rates. Earning both in the North American grocery category reflects genuine product-market fit, supported by an ad strategy that drives the right traffic.
Looking Ahead
SUN RIGHT sees BQool’s AI not just as an advertising tool, but as foundational infrastructure for the brand’s global expansion.
“We will continue to deepen our use of AI, combined with our advertising tools, to help new products build momentum quickly, get to market faster, and generate orders sooner. Our goal is to build a one-stop solution spanning R&D, production, marketing, and supply chain. We want to make SUN RIGHT a successful model for the food industry in cross-border e-commerce, and to drive our entire industry forward.”
— Tsai-Hui Lee, General Manager, SUN RIGHT Foods
Sound Familiar?
- You’re managing Amazon ads from a different time zone and your campaigns aren’t optimized 24/7.
- Your ACOS is higher than it should be, but manual optimization can’t keep up.
- You’ve seen good reviews and organic traction stall because your ad strategy isn’t converting them into growth.
[Start your free trial →] See how BQool’s AI Advertising can optimize your Amazon campaigns around the clock.
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