Why Amazon is not just another ad platform
On Google you are buying traffic to a site you control. On Amazon you are buying placement inside a marketplace that also decides your organic ranking, and the two feed each other. Advertising drives sales, sales velocity improves organic rank, better organic rank reduces your dependence on advertising. Managed well the flywheel compounds. Managed badly you pay for every sale indefinitely.
It also means your listing quality is an advertising variable. Images, title, bullets, A+ content and review count all determine conversion rate, and conversion rate determines what your advertising costs. We look at the listing before we look at the bids, because bidding harder on a listing that does not convert simply loses money faster.
Campaign structure
Sponsored Products
The workhorse. We run a discovery and performance structure: broad and automatic campaigns to surface converting search terms, with proven terms promoted into tightly controlled exact match campaigns where bids can be managed precisely. Non-converting terms are negated so they stop consuming budget.
Sponsored Brands
Headline placements for brand-registered sellers, useful for defending your own brand terms and for pushing a range rather than a single product.
Sponsored Display
Retargeting and competitor product targeting. Effective for defending your listings against competitors advertising on your product pages, and for staying in front of shoppers who viewed without buying.
Search term harvesting is most of the job
The recurring work in a healthy Amazon account is the search term report. Every week: which queries produced sales, which consumed budget without converting, which are close variants worth isolating. Converting terms move into exact match with dedicated bids; wasteful ones become negatives.
Neglect this and an automatic campaign will steadily broaden into irrelevant queries. It is the single most common reason an account's advertising cost of sale drifts upward month after month with no obvious cause.
Targets that reflect your actual economics
Advertising cost of sale is only meaningful against your margin. A 30% figure is excellent on a high-margin product and ruinous on a thin one, so a blanket target is not useful. We work backwards from your unit economics, including Amazon fees, cost of goods, shipping and returns, to establish what you can genuinely afford to pay for a sale.
We also separate new-customer acquisition from repeat purchases where the data allows. For consumable products it is often rational to accept a loss on the first sale if the repeat rate justifies it, but that is a decision you should make deliberately with the numbers in front of you rather than by accident.
How we prove any of this
Every number on this site comes from an ad account we can open in front of you. On the strategy call we screen-share real Google Ads and Meta accounts with client identifiers redacted, so you see the spend, the conversions and the dates rather than a claim in a slide. If we agree there is a fit, we connect you directly with a current client in a comparable market and leave you to ask them whatever you want without us on the call.
You own your ad accounts and your reporting from day one. Nothing sits behind our agency login, so you can audit any claim we make about your campaigns, and you keep everything if you leave.