Amazon Case Study: How SalesDuo Accelerated Bird-X’s Growth through Advertising in H1 (January-June) 2025
Overview
Bird-X is a leading bird and pest deterrent brand that has been selling on Amazon for many years. In 2025, the goal was to grow faster on Amazon through advertising while keeping ad efficiency under control as spending increased.
SalesDuo improved Bird-X’s Amazon advertising management program across different products, seasons, and sales channels. The objective was not just to increase ad spending, but to spend the budget intelligently and ensure the company grew in a lean manner.
H1 2025 result snapshot
| Metric | Result |
|---|---|
| Total Amazon revenue | 36.0% growth |
| Advertising-attributed revenue | 98.9% growth |
| TACoS | Increased from 3.7% in H1 2024 to 6.4% in H1 2025 |
| Comparison period | Jan 1–Jun 30, 2025 vs Jan 1–Jun 30, 2024 |
| Channels | Vendor Central + Seller Central |
Measurement note: The results compare January 1–June 30, 2025 with January 1–June 30, 2024 across Vendor Central and Seller Central. Total Amazon revenue is the sum of Total Sales and revenue attributed to advertising (AMS Sales). TACoS is defined as AMS Spend / Total Sales. You can find a more detailed explanation of these metrics in the SalesDuo guide to Amazon Ads reporting and TACoS.
These numbers show total Amazon revenue and revenue that came from advertising separately. TACoS shows how much of total Amazon sales was spent on ads. This gives a better overall view of ad efficiency than ACoS alone.
The Challenge
Going into 2025, Bird-X faced a common challenge for established Amazon brands:
- Advertising was already running, but efficiency concerns limited how much the brand could scale.
- Vendor Central and Seller Central efforts were not fully optimized together.
- Seasonal demand was not being captured as strongly as possible.
- Advertising needed to support growth while keeping TACoS within a controlled range as spending increased.
SalesDuo’s goal was to help Bird-X grow faster in H1 2025 than in H1 2024 while keeping advertising performance under control.
SalesDuo’s Strategy
SalesDuo used an efficiency-focused Amazon advertising strategy that gave each ad type, ASIN group, and retail channel a clear role.
1. Sponsored Products: Profitability-Led Scale
SalesDuo rebuilt Sponsored Products campaigns to build a strong base for controlled growth.
SalesDuo focused on:
- Increasing spend on top-selling ASINs with proven conversion performance across Vendor Central and Seller Central.
- Regularly checking search terms to reduce wasted ad spend.
- Separating branded, non-branded, and defensive traffic.
- Adjusting keywords and bids as advertising budgets increased.
This gave the team better control over where the extra budget was spent and made it easier to track efficiency as spending increased.
2. Sponsored Brands: Visibility & Demand Expansion
To support growth beyond direct sales performance, SalesDuo expanded Sponsored Brands campaigns to improve visibility and strengthen Bird-X’s presence in its category.
The main goals were:
- Getting more top-of-search visibility for high-intent keywords.
- Increasing brand visibility during peak seasonal periods.
- Supporting wider demand while also focusing on short-term returns.
SalesDuo reviewed Sponsored Brands performance at the account level. SalesDuo evaluated visibility and TACoS contribution alongside ACoS, rather than judging performance only through separate ACoS targets.
3. Strategic ASIN & Seasonality Mix
SalesDuo divided the ad budget between:
- Top-selling ASINs to maintain consistent sales.
- Seasonal ASINs to drive more sales during peak seasons.
This allowed Bird-X to increase ad spend when demand was high, and more carefully control ad spend during slower months.
Results: H1 2025 vs H1 2024
Compared with H1 2024, Bird-X grew total Amazon revenue by 36.0% across Vendor Central and Seller Central. Advertising-attributed revenue increased by 98.9%, while TACoS moved from 3.7% in H1 2024 to 6.4% in H1 2025.
Measurement note: This compares the first half of 2025 with the first half of 2024. Total Amazon revenue and the portion of revenue attributed to advertising are calculated separately. For more details on these metrics, see SalesDuo’s guide to Amazon Ads reporting and TACoS.
These results show that Bird-X grew while keeping advertising efficiency under control. However, this doesn't mean advertising alone drove every dollar of total sales growth.
Why This Worked
SalesDuo focused on building the right structure before increasing ad spend:
- Balancing efficiency and visibility instead of giving every campaign the same goal.
- Using Sponsored Products as the main performance foundation.
- Using Sponsored Brands to improve visibility and support demand during important periods.
- Reviewing TACoS along with ACoS to understand overall business efficiency.
Bird-X recorded stronger H1 growth during the period in which SalesDuo used this campaign structure, while average TACoS remained below 7%.
Conclusion
Bird-X's H1 2025 results showed stronger total and advertising-attributed revenue alongside a more structured Amazon advertising approach. SalesDuo assigned each campaign a clear objective, modified budgets according to the performance of the ASIN and seasonality, and focused on the overall business results, rather than isolating campaign-level ACoS.
Explore more Amazon growth case studies to see how SalesDuo uses a similar approach for different brand and operational challenges.
For readers reviewing Bird-X’s first-half advertising growth, an Amazon PPC agency can help assess campaign structure and budget allocation in their own accounts.
Book a 1:1 Growth Call with SalesDuo.
Frequently Asked Questions
What advertising challenge did Bird-X aim to solve in H1 2025?
Bird-X wanted to grow Amazon revenue faster through advertising while keeping TACoS under control. The brand also needed better coordination between Vendor Central and Seller Central and a stronger plan for seasonal demand.
How did SalesDuo scale Bird-X’s Sponsored Products without hurting efficiency?
SalesDuo monitored search terms on a regular basis and maintained bids for different types of traffic as needed. This allowed Bird-X to increase ad spend without overspending.
What role did Sponsored Brands play in Bird-X’s growth strategy?
Sponsored Brands increased Bird-X’s exposure for high-intent searches and allowed the company to capitalize on seasonal demand and connect with more shoppers. The team monitored performance by looking at TACoS in conjunction with ACoS.
Why was TACoS the primary success metric for this case study?
TACoS showed how much Bird-X spent on ads compared with its total Amazon sales. This helped the team understand whether advertising was supporting overall business growth efficiently.
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, he’s all about making brands more efficient. When he’s off-duty, you’ll find Dharun playing cricket or getting lost in thriller novels.
