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on Amazon, ads are not
the product. rank is.
You are buying a position that organic then holds for free. Get that flywheel turning and your total ad cost of sale falls every month. Miss it and you rent the same customers forever.
why accounts stall
Amazon rewards conversion velocity. Win enough sales on a keyword and organic rank follows, which means cheaper sales tomorrow. That is the whole game, and it requires spending inefficiently on purpose, for a defined window, on a defined set of terms.
A flat ACOS target across the whole catalogue is the most expensive rule in your account. It kills exactly the bids that would have bought you position three.
So we tier the catalogue. A handful of keywords get treated as a rank investment with a payback window. The rest are held to efficiency. And we track organic position next to ACOS, because ACOS alone cannot tell you whether you are building an asset or just buying revenue.
The other half of this is the listing. Ad spend on a page that does not convert is a donation to Amazon, so the PDP gets fixed before the budget goes up.
ads and the listing, as one job
Splitting them is how brands end up paying premium CPCs to send traffic to a page with four images and no A+ content.
Sponsored Products
Keyword tiers with separate targets. Rank-buy terms get a payback window, harvest terms get an efficiency ceiling, and terms move between tiers as position holds.
Sponsored Brands
Headline and video placements to hold your category term, plus targeted conquesting on the two or three competitors actually taking your share.
Sponsored Display and DSP
Retargeting your own detail page traffic and, where the scale justifies it, DSP for audiences you cannot reach from search alone.
Listing and A+ content
Titles, bullets, image stack and A+ modules rebuilt around the objections that actually stop a purchase. Conversion rate is a bid multiplier you do not pay for.
Organic rank tracking
Weekly organic position on your priority keywords, reported next to ACOS. Without it you cannot tell a rank investment from a bad month.
Share of voice
Who holds the placements you want, roughly what it costs them to hold, and whether taking that ground is worth what it will cost you.
common questions
By agreeing the payback window before we start. We name the keywords, the target position, roughly what it should cost to get there, and the month by which total ad cost of sale should be below where it is now. If it is not tracking by then we stop and say so.
Not operations. We will flag stock risk on the SKUs we are spending behind, because scaling ads into a stockout burns rank you paid for, but the operational side stays with your team or your 3PL.
We run both. Vendor changes what levers you have, particularly on pricing and DSP access, so the plan looks different. If you are deciding, we will tell you which your economics actually favour.
For a lot of categories they compete for the same purchase, and for some the purchase has already moved. If your product is impulse or replenishment, quick commerce is probably taking share from your Amazon business right now. Better to plan for that than discover it in a quarterly review.
we’ll tell you what
rank is costing you
Keyword tiering, listing review, organic position against your top three competitors.