Amazon Vendor Case: Werbung raus aus dem Tool, rein in die Steuerung

+145%

ROAS

+85%

Ads revenue

-24%

Ad spending

Starting point & goal

A leading manufacturer of lighting technology, with over 1,000 items on Amazon and highly seasonal business, recorded steady growth for years with its Amazon vendor account.

The advertising campaigns were managed internally using an automated ad tool — which initially worked, but led to increasingly declining results despite a constant or increasing budget.

The key challenge:

a complex product range, a seasonal market

and an ad setup that doesn't have the

Special features of top sellers still the potential

of the longtail.

a complex range of products

a seasonal market and a

Ad setup that neither

the special features

The top seller is still the

Potentials of

Illustrated longtails.

challenges

📊

Over 1,000 ASINs with different roles (season, top seller, longtail)

❌

Ad setup via automated tools → lack of differentiation & control

⚠️

Deterioration of campaign results despite budget spending

❄️

No individual adjustment to seasonal peaks

💰

No targeted budget controlling by portfolio, product role or event

Memoji Niclas, Berater für Amazon Vendor Beratung

“The challenge was an account that was technically automated, but was not operationally managed and had no strategy. We've established a plan for top sellers, seasonal business, and longtail — now we have full control over visibility and profitability. ”

Niclas M. Schuck, Advertising Lead, PLEC

Our Approach

We have fundamentally restructured the ad account and developed an individual control logic that takes into account the special features of the product range and market — with a focus on scalability also for international markets:

🗂️

Restructuring campaign setup

Development of clear campaign structures separated by top sellers, longtails, seasonal items

🧩

Individual portfolios

Development of individually tailored portfolios, tailored to product role and seasonality

❄️

Focus on seasonal business

Planning campaigns along seasonal peaks (e.g. autumn/winter, Black Friday, lighting events)

💰

Weekly campaign & bid management

Active management of bids, budgets and placements

📆

Quarterly reporting

Introduction of regular reports including budget and performance controlling

👁️

Strategic expansion of Sponsored Ads

Identification of potential products for additional visibility

🌍

Internationally scalable setup

Design of the setup in such a way that it can also be adapted and controlled one-to-one in international marketplaces

scores

KPI

After 12 months

After 24 months

Visual
ability

Visibility (impressions)

-28%

-21%

Ad spending

-24%

-7%

Ad revenue

+85%

+96%

ROAS

+145%

+110%

“Our advertising was widely distributed — but not as effective as we wanted. The new structure suddenly gave us clarity as to which campaigns were selling and where using ad budgets was really worthwhile.”

eCommerce Key Account Manager

Jeff Bezos points right with his finger at the individual dots and smiles, Amazon growth strategies

conclusion

Through the close integration of advertising, conversion optimization and account management, it was possible to generate 1,000 orders within 127 days — against established competition, without demand, without reviews.

In addition to the campaigns, the conversion optimization of the product pages was particularly decisive — as was close coordination with the customer on product design, packaging and pricing.

The excellent results convinced the customer to expand the breadth and depth of the product line and to further expand the budget for sales and brand presence.