Case Study: MPQ x ESA —
Accelerating Growth on Amazon
Introduction
Malla Sombras Plásticas de Querétaro (MPQ) is a leading Mexican manufacturer of malla sombra (shade net) products for domestic and agricultural use. With over 15 years of experience, MPQ is widely recognized for offering “the best shade net in Mexico.”
Their products are known for UV-resistant fabrics, versatile applications, and stylish, durable designs that can reduce temperatures by up to 10 °C while providing long-lasting protection and comfort.
In early 2024, MPQ partnered with ESA to strengthen its position on Amazon Mexico and establish itself as the top-performing shade net brand in a rapidly growing and increasingly competitive marketplace.
Challenges
Before partnering with ESA, MPQ faced several key challenges:
- Rising Competition – The number of shade net sellers on Amazon had increased fourfold, intensifying price competition and reducing visibility. Differentiation through branding and customer experience was critical.
- Lack of Strategic Positioning – MPQ’s listings lacked clear targeting, keyword strategy, and brand narrative. The brand was not positioned as the market leader in shade sails on Amazon.
Inefficient Advertising Spend – Advertising campaigns were costly and ineffective, with ACOS levels above 60 %, limited organic visibility, and no measurable brand lift.
ESA Strategy & Implementation
ESA designed a comprehensive growth strategy to reposition MPQ as a premium and trusted brand within its category, focusing on four core pillars:
- 1. Listing Optimization
- Revamped all product pages with mobile-friendly layouts, high-converting bullet points, and SEO-optimized keywords.
- Enhanced image galleries and A+ content to highlight quality, durability, and temperature reduction benefits.
Implemented Brand Registry to secure MPQ’s intellectual property and strengthen brand credibility.
- 2. Brand & Customer Experience
- Created an Amazon Brand Storefront showcasing MPQ’s 15-year legacy and customer guarantees.
- Elevated trust by emphasizing product warranties, UV protection, and sustainability practices.
Streamlined customer communication and after-sales experience, improving satisfaction and reviews.
- 3. Advertising Optimization
- ESA restructured MPQ’s ad campaigns around strategic keyword domination, ensuring visibility across main search terms such as malla sombra, valla de privacidad, and toldo protector solar.
- Shifted from inefficient broad targeting to data-driven segmentation, which significantly improved ROAS and organic rank.
Maintained a stable TACoS between 9 %–13 %, even during high-traffic sales events like Prime Day and Hot Sale.
- 4. Growth & Supply Chain Planning
- Diversified MPQ’s portfolio into different shade percentages (30 %–95 %) and multiple colors to meet varied customer needs.
- Supported forecasting and inventory planning for peak months, ensuring consistent availability.
Recommended improvements in packaging and materials, aligning with sustainability trends to attract eco-conscious buyers.
Results
Within just three months of partnership, MPQ’s Amazon performance improved dramatically:
- +820 % growth
In ordered sales compared to the prior 3-month period after ESA’s onboarding.
- Year-over-year sales
Increased 388 % (October 2024 vs October 2023), despite a 45 % rise in competing offers.
- Conversion rate
Improved from 0.79 % (Oct 2023) to 2.83 % (Sep 2025), showing better traffic quality and optimized listings.
- Category resilience
Despite the offer count surging from 811 to 3,544 listings, MPQ sustained above-average conversion rates and price stability.
- Consistent long-term growth
From March to September 2025, MPQ achieved +40 % YoY growth, with pre-season months showing a higher baseline demand than the previous year.
Conclusion
The partnership between MPQ and ESA transformed the brand’s Amazon presence from underperforming to market-leading in less than a year.
Through strategic positioning, data-driven advertising, and premium brand storytelling, ESA helped MPQ build a strong, sustainable foundation for growth in an increasingly competitive landscape.
Today, MPQ stands as a category reference for shade net solutions on Amazon Mexico — combining high-quality products, efficient operations, and brand credibility that continues to scale year over year.
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