Sponsored ProductsSponsored BrandsSponsored DisplayAmazon DSPAmazon Marketing CloudBrand Store
Win the shelf.
Keep the margin.
Sponsored Ads, DSP and Amazon Marketing Cloud, run against fees, inventory and margin by ASIN. Amazon is where the shopper is already holding their wallet. We make sure what they buy is worth selling.
Our approach
Every ASIN is its own P&L.
Amazon is the most measurable retail environment ever built. Sponsored Ads put you on the shelf, DSP reaches the shopper before they search, and AMC shows you the path they took. It is also where the economics are least forgiving: fees, fulfilment and returns take more of the sale than the ad ever will, and ACoS says nothing about any of them. So we run Amazon the way a merchant runs a shelf — every ASIN its own P&L, every campaign judged on what it leaves after fees and media, inventory and content treated as part of the media plan. ACoS is where we start. Contribution is what we manage to.
One unit, read the way the P&L reads it
Illustrative, not a client figure. The ad looks cheap by ACoS; the unit is thin once fees, fulfilment and returns are counted. We read every ASIN this way, every week, so budget goes to the units that carry it.
Why Amazon is different
The ad is the cheapest line on the unit.
On Amazon the fees are the business. Referral, fulfilment, storage and returns take more of the sale price than the ad ever will — so the only honest read of an ad is against the margin that's left. That's why the P&L sits next to the spend, by ASIN, every week.
The fundamentals
Three things we get right on Amazon, before anything else.
Margin sits next to spend, every week.
Referral and FBA fees, storage, returns, promotions and ad cost by ASIN and month. A cheap ACoS on a thin product never passes as a win, and a pricey one on a fat product never gets cut by mistake.
Rank, stock and content decide what the ad can do.
A Sponsored Product on a listing that is out of stock, suppressed or thin on content is money spent to lose the Buy Box. We watch inventory and listing health as closely as bids.
Matched ASINs show what the ad added.
Amazon won't geo-test, but it will product-test. Matched ASIN groups with ads on one side and off the other read what Sponsored Ads add beyond the rank you already hold.
What we run on Amazon
A week on the shelf.
Sponsored Ads, DSP and AMC run against fees, inventory and margin by ASIN. This is what the account looks like from the inside: every move logged, every number read against the P&L.
What we test on Amazon
Two tests that pay
for themselves first.
The platforms' own experiments, holdouts and the P&L tell us what each channel actually adds. These are the tests this platform most needs, run on a calendar.
Sponsored Products by matched ASIN.
Pause Sponsored Products on one matched group of ASINs and read organic and total orders against the other. The read says what the ads add beyond the rank you already hold — and how much budget the shelf can give back.
Brand-term defence.
Most brand-term spend on Amazon defends a shelf the brand already owns. A matched holdout shows how much of it is defence and how much is paying for customers who typed your name.
Sponsored Products — one channel
Sponsored Products on ASINs that already rank well report more than a matched-ASIN holdout shows they add — the gap is orders the organic shelf would have taken. The budget moves to the green bar.
How we run it
Senior people, a weekly rhythm, and one read finance can plan against.
Senior people. A managed team.
A senior operator owns the strategy for the platform and makes the calls that matter. A managed delivery team runs the account every day — structure, feeds, signals, creative — with every change logged and checked the following week.
A Monday note that reads like a business update.
What moved, why, and what we are testing next — read from your spend, orders and margin together, not from the platform dashboard alone.
Growth, in numbers finance recognises.
Contribution after media. The cost of an order the channel actually caused. Where the next dollar goes. Holdouts and the platforms' own experiments tell us what each channel added; budgets follow that number.
See what the spend is really returning.
Read-only access to the account. Where the spend sits, what the platform is claiming for it, what is actually working, and what we would change first — and a conversation if you want one. No deck until you ask.
We make profit predictable.
Commerce strategy, technology, operations and
growth economics, run as one system.