Client Overview
Brampton is an established consumer brand with a broad Amazon catalog spanning multiple SKUs and demand cycles. Amazon represents a critical revenue channel for the brand, but one where sustained growth depends on disciplined advertising execution, inventory readiness, and continuous account health management.
In early 2025, Brampton engaged SalesDuo to take ownership of its Amazon Advertising (AMS) strategy and provide hands-on account management support. The mandate extended beyond improving short-term ROAS: SalesDuo was tasked with rebuilding the account into a scalable, efficiency-led system that could grow profitably across seasonal peaks.
SalesDuo formally assumed control in April 2025, using that month as a reset period for campaign restructuring, operational audits, and forecasting alignment. The results that followed reflect not just increased advertising performance, but a fundamental shift in how Bramptonโs Amazon account was managed and scaled.
The Starting Point: Growth Without Structural Control
Advertising Performance Pre-Takeover
Before SalesDuoโs engagement, Bramptonโs Amazon Advertising program showed positive top-line momentum, but with clear warning signs under the surface:
- Year-over-year advertising sales growth was front-loaded and decelerating:
- January 2025: +57% YoY
- February 2025: +10% YoY
- March 2025: +7% YoY
- ACOS remained consistently elevated, ranging between 26โ29%
- Spend growth significantly outpaced efficiency gains
In practical terms, advertising performance was increasingly spend-dependent. Additional budget generated incremental revenue, but at diminishing marginal returns, signaling that the existing campaign structure could not support scalable growth.
Account-Level Constraints
Advertising inefficiencies were compounded by operational friction:
- Legacy campaign structures were bloated, overlapping, and difficult to optimize
- Limited SKU-level forecasting increased risk of inventory constraints during demand spikes
- Account health issues (buyability risks, suppressed listings) were addressed reactively rather than proactively
- Product content and creative had not been systematically optimized to support paid traffic
SalesDuo identified that without correcting these foundational issues, increased advertising investment would amplify inefficiencies rather than unlock profitable growth.
Objectives and Measurement Framework
SalesDuo aligned with Brampton on a clear, data-driven success framework.
Advertising Objectives
- Improve ACOS while increasing total advertising sales
- Increase orders and revenue without proportional spend increases
- Establish a repeatable, scalable campaign architecture
Account Management & Operations Objectives
- Align inventory, catalog, and forecasting with advertising demand
- Prevent performance disruptions through proactive account health monitoring
- Improve conversion efficiency through content and creative optimization
Success would be evaluated across:
- YoY advertising sales, orders, and ACOS
- Spend growth vs. sales growth
- Order velocity at the account level
- Contribution and efficiency of SalesDuo-managed campaigns versus legacy campaigns
Phase 1: Campaign Ownership Transition and Structural Reset
Reclaiming Control of Spend
One of SalesDuoโs first actions was to transition budget ownership away from legacy retained campaigns and into newly built, SalesDuo-managed structures. This was not a cosmetic reallocation but a strategic consolidation designed to eliminate inefficiencies embedded in older campaign frameworks.
By mid-2025:
- SalesDuo-controlled campaigns represented ~73% of total advertising spend
- Those campaigns generated ~79% of total advertising sales
- SalesDuo-managed ACOS averaged ~23%
- Legacy retained campaigns continued to operate at ~31% ACOS
This ownership shift alone materially improved blended performance. SalesDuo campaigns produced significantly higher revenue per dollar of spend, validating the decision to centralize optimization under a single performance-led strategy.
Phase 2: Sponsored Products as the Primary Growth Engine
Strategic Rationale
SalesDuo intentionally centered Bramptonโs growth strategy around Sponsored Products (SP), recognizing them as:
- The highest-intent ad format
- The most controllable lever for scaling
- The strongest driver of efficient order volume
Rather than dispersing spend across multiple formats, SalesDuo concentrated effort where efficiency could be measured, improved, and compounded.
Automatic Campaigns: Discovery With Discipline
Automatic Sponsored Products campaigns were rebuilt as controlled discovery mechanisms, not scaling vehicles. Key execution details included:
- Tight bid ceilings to cap CPC exposure
- Conservative placement modifiers
- Ongoing search term audits to identify converting queries
This disciplined approach generated approximately $166K in advertising sales at ~22% ACOS, while continuously feeding high-quality search terms into manual campaigns.
Manual Campaigns: Scaling Proven Demand
Manual Sponsored Products campaigns were constructed exclusively around:
- Exact and phrase keyword winners
- High-converting ASINโkeyword pairings
- Search terms with demonstrated order velocity
As a result:
- Manual SP campaigns generated ~$719K in advertising sales
- ACOS remained controlled at ~23%
- Manual campaigns accounted for over 80% of Sponsored Products revenue
By separating discovery from scale, SalesDuo prevented wasted spend while accelerating volume where efficiency was already proven.
Phase 3: Sponsored Brands as Controlled Incremental Scale
Sponsored Brands (SB) were deployed selectively, with a clear rule: SB must be incremental, not vanity-driven.
Execution Focus
- Brand defense on high-intent queries
- Keyword clusters with demonstrated conversion history
- Product-led creatives, with a strong emphasis on SB Video
Performance Outcomes
- Sponsored Brands formats delivered ACOS in the ~22โ24% range
- SB spend remained a small, controlled share of total budget
- No evidence of Sponsored Products cannibalization was observed
SB effectively complemented Sponsored Products by capturing incremental demand while preserving blended efficiency.
Phase 4: What SalesDuo Deliberately Did Not Scale
A critical part of SalesDuoโs strategy was knowing where not to invest.
De-Prioritized Formats
- Sponsored Display
- Competitor targeting
- Upper-funnel remarketing campaigns
These formats consistently underperformed:
- Sponsored Display operated at ~58% ACOS
- Competitor targeting exceeded 80% ACOS
- View-based remarketing showed low intent and poor incremental return
Rather than inflating top-line visibility metrics, SalesDuo maintained these campaigns only at test or learning levels. This disciplined restraint protected blended ACOS and preserved budget for high-intent demand.
Advertising Results: Pre vs. Post Takeover
Sales and Orders Growth
From May through November 2025, the impact of SalesDuoโs restructuring became clear:
- YoY advertising sales growth ranged from +22% to +34%
- Monthly advertising-driven order volume increased from a 2024 average of ~5.6K orders to ~7.5โ8.1K orders
- This represented a 35โ40% increase in order velocity
ACOS Improvement at Scale
Efficiency gains coincided with higher volume:
- ACOS improved by 2โ7 percentage points YoY during key scaling months (MayโSeptember)
- Even during peak seasonal pressure (OctoberโNovember), ACOS remained stable while volume increased
Spend Efficiency
Perhaps most importantly:
- Advertising spend increased only ~5โ10% YoY post-takeover
- Advertising sales increased 20โ34% YoY
This divergence confirms that growth was driven by structural optimization and execution quality, not budget inflation.
Account Management and Operational Impact
While advertising was the primary growth lever, SalesDuoโs account management and operational contributions were essential to sustaining performance.
Catalog Expansion and SKU Coverage
SalesDuo supported targeted catalog expansion aligned with observed demand signals from advertising data. This ensured:
- Advertising scale was not constrained by limited SKU availability
- New SKUs were introduced with clear performance hypotheses rather than speculative launches
Seasonality-Driven SKU Forecasting
SalesDuo implemented SKU-level forecasting tied directly to:
- Historical sales trends
- Seasonal demand spikes
- Planned advertising ramps
This forecasting discipline reduced inventory risk and ensured high-performing campaigns were not throttled by stock-outs during peak periods.
Proactive Account Health Monitoring
SalesDuo instituted continuous monitoring across:
- Buyability status
- Listing suppressions
- Inventory risk thresholds
Issues were identified and resolved before they impacted advertising performance, preventing revenue leakage during critical scaling windows.
Content and Creative Optimization
To support increased paid traffic:
- Product titles, bullets, and imagery were revised to better match keyword intent
- Conversion-focused content improvements were prioritized on high-spend SKUs
- Brand Store layouts were refined to support Sponsored Brands traffic
Brand Store performance reflected sustained engagement, with over $40K in store-attributed sales generated during post-takeover months, reinforcing its role as a supporting conversion layer rather than a vanity asset.
Holistic Impact: From Spend-Led Growth to Scalable Efficiency
By the second half of 2025, Bramptonโs Amazon account operated as a fundamentally different system:
- Advertising demand was high-intent and efficiently captured
- Inventory and forecasting supported, rather than constrained, scale
- Account health risks were proactively managed
- Conversion efficiency improved across listings and brand assets
Total account sales from May through November 2025 increased by ~19% YoY, while sessions grew by only ~5%, indicating that improvements in conversion efficiency, not traffic inflation, drove growth.
Conclusion and Forward Outlook
SalesDuoโs engagement transformed Bramptonโs Amazon performance from a spend-led growth model into an efficiency-led, scalable growth engine.
The partnership delivered:
- Higher advertising sales
- Lower and more stable ACOS
- Improved order velocity
- Strong YoY momentum through seasonal peaks
With a clean advertising architecture, aligned operations, and disciplined execution in place, Brampton is now positioned to unlock its next phase of growth through controlled budget expansion, deeper SKU-level scaling, and continued efficiency optimization.
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About the Author
A passionate brand strategist and customer success manager, Devashish Mishra helps brands thrive on Amazon. With a unique blend of hospitality experience and an IIM education, he brings a fresh, customer-first mindset to eCommerce. Outside work, Devashish enjoys jamming on his guitar and discovering new music vibes.
