Overview
Bird-X is a leading bird and pest deterrent brand with a long-standing presence on Amazon. While the brand already had meaningful traction, the opportunity in 2025 was clear: accelerate Amazon growth through advertising without sacrificing efficiency or profitability.
SalesDuo focused on restructuring and scaling its Amazon advertising program of Bird-X without compromising efficiency. The goal was not simply to increase ad spend, but to unlock incremental growth by improving how advertising dollars were deployed across products, seasons, and retail models.
The Challenge
Heading into 2025, Bird-X faced a familiar challenge for established brands on Amazon:
- Advertising was active, but scale was constrained by efficiency concerns
- Vendor Central and Seller Central efforts were not fully optimized together
- Seasonal demand was not being captured as aggressively as possible
- Growth needed to come from advertising without driving up TACOS
The mandate for SalesDuo was to deliver faster growth in H1 2025 compared to H1 2024, while maintaining disciplined performance metrics.
SalesDuoโs Strategy
SalesDuo implemented a full-funnel, efficiency-led Amazon advertising strategy, clearly defining the role of each ad type, ASIN group, and retail channel.
1. Sponsored Products: Profitability-Led Scale
Sponsored Products campaigns were rebuilt to serve as the foundation for sustainable growth.
SalesDuo focused on:
- Scaling Top Seller ASINs with proven conversion rates across Vendor Central and Seller Central
- Tight search term control to eliminate wasted spend through regular search term revisions
- Clear segmentation between branded, non-branded, and defensive traffic
- Continuous keyword and bid optimizations to protect ACOS as budgets increased
This ensured that increased investment directly translated into incremental, profitable revenue.
2. Sponsored Brands: Visibility & Demand Expansion
To support growth beyond pure efficiency, SalesDuo expanded Sponsored Brands campaigns with a focus on visibility and category presence.
Key objectives included:
- Increasing top-of-search real estate on high-intent keywords
- Strengthening brand visibility during peak seasonal demand
- Supporting long-term demand creation rather than short-term ROAS
Sponsored Brands performance was measured at an account level, with a focus on incremental lift and TACOS contribution, rather than isolated ACOS targets.
3. Strategic ASIN & Seasonality Mix
SalesDuo aligned budgets across:
- Top Seller ASINs to drive consistent baseline performance
- Seasonal ASINs to aggressively capture demand during peak periods
This allowed Bird-X to scale more confidently during high-opportunity months, without compromising efficiency during lower-demand periods.
Results: H1 2025 vs H1 2024
SalesDuoโs advertising-led strategy delivered a clear step-change in performance year over year.
In H1 2025, compared to H1 2024, Bird-X achieved:
- Over 50% growth in total Amazon revenue across both channels
- Nearly 90% growth in advertising-attributed revenue
- Average TACOS maintained under 7%, despite aggressive scaling
- Stable ACOS ranges, even as competition intensified in the category
Importantly, this growth was achieved without sacrificing efficiency, demonstrating that disciplined Amazon advertising can drive both scale and profitability.
Why This Worked
SalesDuoโs approach succeeded because it focused on structure before scale:
- Balance between profitability and visibility objectives
- Strong Sponsored Products foundation to protect margins
- Strategic use of Sponsored Brands for demand creation
- Performance evaluated using TACOS, not ACOS alone
This ensured that every incremental dollar invested contributed to long-term growth.
Conclusion
By partnering with SalesDuo, Bird-X was able to transform its Amazon advertising program into a scalable growth engine. The result was a significantly stronger H1 2025 performance compared to H1 2024 โ driven by smarter advertising, tighter controls, and a full-funnel strategy built for scale.
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Frequently Asked Questions
About the Author
Meet R.Dharun, an energetic Amazon account expert who focuses on making retail strategies sharper and scaling business processes at eCommerce platforms. With a strong knack for streamlining workflows and building growth-driven solutions, heโs all about making brands more efficient. When heโs off-duty, youโll find Dharun playing cricket or getting lost in thriller novels.
