The Challenge

This beauty and wellness brand had done the hard work of building meaningful Amazon scale, but somewhere along the way, the reporting stopped making sense. Campaigns had been added gradually over time, each with its own logic, and nobody had ever stitched them into a coherent picture.

TACoS was creeping upward, and the client didn't have enough visibility to know which parts of the account were actually driving incremental growth and which were just burning budget to maintain weak positions. Before they could confidently increase spend, they needed to understand what was already working.

Our Approach

We started by rebuilding the reporting view rather than immediately touching the campaigns. Grouping performance by hero products, category clusters, and intent types made it immediately clear where spend was generating real lift and where it was just sustaining noise.

Once we could see the actual picture, the strategy became simpler: stop funding what wasn't working, scale what was, and fix the overlap that was making the data muddy in the first place.

What We Did

  • ✓Regrouped campaigns around hero products and supporting catalog, not platform defaults
  • ✓Removed overlap between generic broad terms and specific problem driven search terms
  • ✓Set up a weekly negative keyword review process to stop the same waste recurring
  • ✓Reviewed placement modifiers and reset top of search adjustments based on actual efficiency data
  • ✓Rebuilt reporting around product group profitability instead of overall account ACOS
  • ✓Scaled spend gradually only on the terms and products showing the best blended returns

The Results

Sales grew 35% over five months while TACoS held steady at 12%. But the more meaningful outcome was that the client finally had reports they could act on. Monthly planning went from guesswork to clear decisions because the data was finally telling a coherent story.

The account also became significantly easier to manage week to week, because when campaigns are logically structured, every decision has a clear rationale behind it.

Key Takeaway

At a certain scale, the biggest bottleneck isn't budget, it's clarity. Simplifying how you read the account often unlocks growth that more spend alone never could.