Retail media
Amazon, run on contribution margin, not ACoS
Sponsored Products, Brands, Display, DSP and AMC — plus the digital shelf work without which none of the media performs.
- Sponsored Products
- Sponsored Brands
- Sponsored Display
- Amazon DSP
- AMC
- Brand Store
A respectable ACoS and a profitable SKU are different things.
ACoS tells you what a campaign cost. It doesn't tell you whether the SKU made money.
After referral fee, FBA fee, returns and the coupon you ran, plenty of campaigns with a respectable ACoS lose money on every order.
The work itself
What a month on the account looks like.
Sponsored Products
Auto campaigns split by match group, manual exact, phrase and broad, plus product and category targeting refined by brand, price and rating.
Sponsored Brands
Sponsored Brands and Sponsored Brands Video, Store Spotlight, and New-to-Brand tracked as an objective, not buried in a footnote.
Sponsored Display
Views and purchase remarketing, Amazon audiences, and off-Amazon inventory.
Amazon DSP
Line-item architecture, AMC-built audiences and suppression lists.
Amazon Marketing Cloud
Path to purchase, frequency saturation, cross-campaign audience overlap, New-to-Brand decomposition and custom audience activation. We query it directly.
Bid and placement management
Dynamic bid strategies, Top-of-Search multipliers, dayparting and budget rules for sale events.
Keyword operations
Harvesting cycles into exact match, with negative keyword and negative ASIN libraries maintained across the account.
Listing and catalogue
Titles, bullets, backend search terms, conversational-query optimisation for Rufus, the image stack, A+ and Premium A+ content, and Brand Store build.
Brand protection
Brand Registry, Buy Box defence, unauthorised seller and MAP enforcement.
Reporting
Search Query Performance and Brand Analytics — impression, click, cart-add and purchase share by term.
Deals and promotions
Coupons, Lightning Deals, Prime Exclusive Discounts and Great Indian Festival planning from months out.
Account health
Ratings and reviews programmes, ODR and IPI monitoring, listing-suppression remediation.
What comrAD does on this channel
Computes true contribution margin per ASIN and sets bid ceilings from it, not from a target ACoS.
Tracks TACoS trend as the organic-flywheel signal, so you can see whether paid is buying you rank or renting it.
Pauses spend on suppressed or out-of-stock listings before the budget drains.
Deliverables and cadence
- Named account manager and commerce lead
- SKU-level P&L with break-even RoAS per ASIN
- Weekly keyword harvesting and negation cycle
- Digital shelf scorecard, refreshed monthly
- Sale-event plan for GIF and Prime Day
- Share of search tracking by keyword and ASIN
What we report against
Not impressions. These are the figures that decide whether the spend paid for itself.
- TACoS
- Contribution margin per ASIN
- NTB rate
- Share of search
- Top-of-Search impression share
- Organic rank trend
- Buy Box win rate
Asked before signing
ACoS measures ad spend against ad-attributed sales only, which makes a campaign look better the more you restrict it. TACoS measures ad spend against total sales, including organic. If TACoS is falling while revenue grows, your paid spend is buying you durable organic rank. If TACoS is flat while spend climbs, you are renting sales, not building a position.
Thirty minutes on your account. No deck.
We'll look at what you're running and come back with two or three specific things we'd change — whether or not you work with us.