Winix · Air purifiers, Amazon 1P
Winix has made air purifiers in South Korea since 1973 and sells them on Amazon in Europe as a first-party vendor. After more than a year on Vendor Central in Germany and the UK, the brand had no momentum in Germany, the largest air purifier category in Europe. We audited the account in Stackline's Atlas, moved the budget from ads alone to ads and always-on promotions, built three hero ASINs, and took Winix into Germany's top six. Year to date 2026, sales are up 177% in Germany and 64% in the UK, and France has been live since March.
Headline resultWinix's share of HEPA air purifier sales on Amazon in Germany, year to date 2025 and 2026.
5500-2
Zero-S
T800Germany is the biggest air purifier market in Europe and the hardest.
Philips and Levoit hold more than 60% of it, Dyson is buying growth, and Winix wins less on generic search there than in the UK. A year of advertising had bought clicks, not share.
The brand had one winning product, the 5500-2, and everything rode on it. The top brands in each market run at least three hero ASINs. Winning meant building two more, and paying for the flywheel before it paid back.
Every search campaign, the product portfolio, and the competitors winning Winix's top keywords, read in Stackline's Atlas across Germany, the UK, the US, and Canada. The finding: budget all in ads, returns thin, and a promotion mix far from the category's best.
Four markets read in one auditAn always-on promotion across the range, paid for by the vendor, and an Amazon Deal badge inside every Sponsored Products and Sponsored Brands campaign. In Germany, Winix now converts the most promoted units of the three brands tracked, at the lowest promotion cost per unit.
51:49 ads to promotions in Germany, July 2026Started on small budgets, proved on return, then scaled through the year. Generic targets that didn't earn their place in the UK were cut and the budget moved to competitors.
Scaled through 2026 from small testsThe 5500-2 was the winner. The Zero-S and the T800 were pushed even when less efficient, to build organic rank. Zero-S sales grew 512% in Germany year to date and 73% in the UK.
Zero-S sales up 512% in GermanySpring Deal Days ROAS went from 2.5 to 4.3 in Germany and from 2.9 to 9.7 in the UK, year on year.
UK Spring Deal Days ROAS 2.9 to 9.7Launched on Amazon.fr in March 2026 with a branded-first plan: 5.2% share in July from 0.5% a year before, and branded campaigns at an 11.7 ROAS in August.
5.2% share in July 2026, from 0.5%| Promotions | Ads | |
|---|---|---|
| Winix, before the audit | 0% | 100% |
| The category's top brands | 35% | 65% |
| Winix in Germany, July 2026 | 49% | 51% |
| 2025 | 2026 | |
|---|---|---|
| Germany | 1% | 2% |
| United Kingdom | 5% | 6% |
| France | 1% | 2% |
| The category | Winix | |
|---|---|---|
| Germany | +33% | +177% |
| United Kingdom | +24% | +64% |
| France | +36% | +213% |
ROAS, UK
July 2025 against July 2026 (Amazon Ads, weeks 27 to 30).
ROAS, Germany
July 2025 against July 2026 (Amazon Ads, weeks 27 to 30).
Spring Deal Days ROAS, UK
2025 against 2026.
Spring Deal Days ROAS, Germany
2025 against 2026.
Germany: sales up 177% year to date in a category up 33%, share doubled from 1% to 2%, sixth in the category, with every month of the first half above 80% growth.
The UK: sales up 64% year to date in a category up 24%, share from 4.9% to 6.4% on the smallest ad budget yet, and ROAS up 59% year to date and 110% in July.
France: live since March 2026, 5.2% share in July from 0.5%.
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