Ad spend leaking into brand defense
In October 2025 the brand defense campaign was the biggest spender, at a 39.5% seven-day ACOS and $2.71 per click, against a 19.5% ACOS target.
The Starting Point
The Challenges Holding the Brand Back
Listings that didn't look like blinds
Hero images alternated between lifestyle shots that break Amazon's main-image rules and close-up material swatches, across a large catalog of colors and styles that rarely converted.
What We Built
Rebuilding the Foundation for Scalable Growth
01
Advertising focused on what converts
- Capped the brand defense bid at $1 and moved budget to campaigns with proven ROAS
- Paused four ASINs with ROAS below 1.5 and set top-of-search modifiers to 0% on campaigns with lifetime ROAS under 3.5
- Scaled Sponsored Display retargeting and launched AI-made Sponsored Brands video ads to the store
- Launched an all-products auto campaign split by product line for keyword harvesting
02
Hero images and listing content
- New hero images for the three most-visited ASINs, published November 2025, then extended to the woven range
- Lifestyle image sets for the styles chosen to push in 2026, including Eastfield Teak, Hatteras Camel and Bamboo Mesh
- Mounting and measuring infographics applied across the catalog
03
Brand store and catalog
- Rebuilt the brand store with one ASIN per price and variation, removing duplicates
- Conversion analysis by style to stop advertising colors and styles that don't sell
- B2B quantity discount of 5% on four units
The Results
Measurable Growth Across Every Key Metric
| Metric | Before | After |
|---|---|---|
| Sales, year to date (to Mar 3) | 2025 | +22.9% in 2026 |
| Monthly sales | $163.7K (Jun 2025) | $211.8K (Mar 2026) |
| Monthly ad sales | $46.3K (Jun 2025) | $82.8K (Mar 2026) |
| ACOS | 26.7% (Jul 2025) | 15.9% (Dec 2025) |
| Hero images | Lifestyle shots and material swatches | New hero and lifestyle images on the top styles |
| Brand store | Repeated products and duplicate ASINs | One ASIN per price and variation |