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Advertising & Demand Growth

Breaking the Plateau

Starting Point

A 7-figure U.S. skincare brand approached us after plateauing on Amazon for 20 months. Revenue was stagnant despite steadily increasing ad spend.

Observed on takeover

  • ACOS at 42% with no lift in organic rank
  • TACoS trending up for 4 consecutive quarters
  • Campaign structure duplicated and cannibalising rank signals
  • No contribution-margin framework for ad decisions
  • New ASINs launched with “spray & pray” spend and no review ramp plan

The brand believed it had a “traffic problem”. It actually had a signal quality and margin control problem.

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Industry

Cosmetics & Beauty (D2C)

Service Provided

Amazon channel management (end-to-end)

Results Timeline

4-month operating cycle

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What We Changed

1) Rebuilt advertising around profit, not vanity ROAS

Moved budgeting and decisions to a contribution-margin model with hard guardrails.

2) Collapsed & rebuilt campaign architecture

Removed redundancy, isolated hero SKUs, and rebuilt demand capture around weighted keyword tiers.

3) Engineered organic lift instead of brute-forcing paid

Introduced a rank-building cadence and protected placements long enough for signals to stick.

4) Installed a disciplined launch pattern for new ASINs

Controlled ad velocity, review sequencing, and inventory timing to prevent failed SKU launches.