SalesDuo helped Eco-Shell grow Amazon sales by 65% from January to May 2023 while bringing ACoS down to 16%, below the accountโs 20% target. Instead of spreading the available budget across every product and ad format, the team prioritized Sponsored Products for the strongest half of the catalog and moved proven search terms from automatic campaigns into more controlled manual campaigns.
Eco-Shell Amazon Ads Case Study: Results at a Glance
| Case study detail | Result or approach |
|---|---|
| Brand | Eco-Shell / Naturally Fresh |
| Category | Pet supplies and walnut-shell cat litter |
| SalesDuo partnership began | June 2018 |
| Business goal | Increase revenue by 45% from 2022 |
| ACoS goal | Keep ACoS below 20% |
| Initial campaign mix | Sponsored Products and Sponsored Brands across all ASINs |
| Main constraint | Available funds could not maintain campaign continuity |
| Strategic decision | Focus on Sponsored Products and the top-performing 50% of ASINs |
| Campaign execution | Combine automatic and manual campaigns, transfer strong keywords, add negative keywords, and adjust bids |
| Sales growth | 65% from January 2023 |
| ACoS achieved | 16% |
| Campaign reach | 550,000 impressions and 2,000 clicks |
| Sales milestone | Record-breaking sales month in May 2023 |
These results show how a focused Amazon PPC strategy can help a brand use a limited advertising budget more effectively. Instead of spreading funds across every product and format, SalesDuo concentrated on campaigns with stronger performance potential.
Brands facing the same problem can explore SalesDuoโs managed Amazon advertising services to see how campaign structure, budgets, targeting, and ASIN priorities are managed together.
About Eco-Shell and Naturally Fresh
Eco-Shell is an environmentally focused company behind Naturally Fresh, a cat-litter brand made from walnut shells. The brand partnered with SalesDuo in June 2018 after finding it difficult to scale its Amazon business.
Naturally Fresh had several ASINs competing for the same advertising budget. A wider catalog gave shoppers more options, but it also made it harder to keep the strongest products supported throughout the day.
Eco-Shell needed a more focused plan that could increase sales without pushing advertising costs above its target.
SalesDuo also helped the brand solve a separate operational issue, covered in the Naturally Fresh Vendor Central purchase-order case study.
The Challenge: A 45% Growth Target and a 20% ACoS Ceiling
Eco-Shell set a target of increasing revenue by 45% from 2022. The brand planned to support this growth through Amazon advertising while keeping ACoS below 20%.
SalesDuo initially ran Sponsored Products and Sponsored Brands across all advertised ASINs to improve visibility. The team reviewed individual product performance, adjusted bids, added negative keywords, and used higher bids for close-match opportunities than for complementary-product matches.
Although the campaigns were generating traffic, ACoS remained above the desired level. SalesDuo found that the advertising budget was being divided across too many ASINs and campaign formats. As funds were used, some priority campaigns lost delivery before the end of the day, limiting their ability to reach shoppers consistently.
The issue was not a billing failure or a lack of campaign activity. The account needed a clearer way to decide which products and campaigns should receive the available budget first.
This created two clear problems:
- Top-performing ASINs were competing with weaker products for the same funds.
- Stronger campaigns could lose delivery before capturing all available demand.
The answer was not simply to increase every campaign budget. SalesDuo needed to decide which products and campaign types deserved greater priority.
Why SalesDuo Narrowed the Campaign Mix
The first setup used Sponsored Products and Sponsored Brands across Eco-Shellโs advertised catalog. That gave the brand wider coverage, but it also spread the budget across more products and campaign types than the account could support consistently.
SalesDuo responded by giving Sponsored Products greater priority and focusing active spend on the top-performing 50% of ASINs. This reduced competition for funds and helped the selected campaigns remain active for more of the day.
This was a decision based on Eco-Shellโs account conditions. It does not mean Sponsored Brands are ineffective. In this case, Sponsored Products were more closely tied to the immediate goal of increasing sales while keeping ACoS under control.
For a wider comparison of campaign formats, see SalesDuoโs guide to Amazon ad types and formats.
The Strategy: Focus Funds on Stronger Opportunities
SalesDuo reorganized the account around one clear principle: support the products and keywords already showing stronger performance before spreading funds more widely.
The strategy included five connected actions.
1. Prioritize the Top-Performing 50% of ASINs
SalesDuo reviewed product-level performance and reduced the main advertising focus to the top-performing 50% of ASINs.
This decision stopped every product from receiving the same level of support. ASINs showing stronger performance received greater budget priority, while weaker products were given less exposure so they did not interrupt campaign continuity for the selected group.
The remaining products were not permanently removed from the account. They simply received lower priority while the team worked within the available budget.
By narrowing the active portfolio, SalesDuo gave stronger ASINs a better chance to remain visible, collect useful traffic, and convert shoppers.
Brands reviewing a similar account can use a complete Amazon PPC checklist to assess product readiness, campaign structure, targeting, and budget allocation before scaling spend.
2. Maintain Sponsored Products Campaign Continuity
After reducing the number of priority ASINs, SalesDuo redirected more attention to Sponsored Products campaigns connected to those products.
The goal was to help stronger campaigns remain active instead of losing delivery after the available funds were spread across a wider catalog. Longer campaign continuity gave Eco-Shell more opportunities to reach relevant shoppers throughout the day.
SalesDuo continued reviewing product and campaign performance rather than increasing every budget equally. Funds were directed toward campaigns that were more closely connected to Eco-Shellโs sales goal.
This approach did not remove the need for ongoing optimization. It gave the team a clearer starting point for deciding where the available budget could do the most useful work.
Brands can also review ways to reduce Amazon PPC costs without cutting growth.
3. Use Automatic Campaigns for Discovery
SalesDuo combined automatic and manual Sponsored Products campaigns to make better use of the available funds and support impressions and conversions.
Automatic campaigns helped identify search terms that Amazon connected with Eco-Shellโs products. They gave the team a continuing source of keyword and targeting data.
SalesDuo could then review which terms produced stronger results and which attracted traffic without enough sales.
Automatic campaigns acted as the discovery layer, while manual campaigns provided greater control over selected opportunities.
Amazon explains the role of automatic and manual Sponsored Products targeting in its official campaign guidance.
4. Move Strong Keywords Into Manual Campaigns
SalesDuo used automatic campaigns to discover customer searches connected to Eco-Shellโs products. When a keyword showed stronger performance, the team moved it into a manual campaign.
This gave SalesDuo more direct control over the bid, budget, and targeting applied to that keyword. Manual campaigns also made it easier to separate proven opportunities from terms still being tested through automatic targeting.
The process followed four steps:
- Automatic campaigns collected search-term data.
- SalesDuo reviewed which terms were producing stronger results.
- Proven keywords moved into manual campaigns.
- Negative keywords reduced irrelevant traffic and unnecessary overlap.
This structure allowed automatic campaigns to continue discovering new searches while manual campaigns handled opportunities that had already shown useful performance.
5. Adjust Bids and Exclude Weak Traffic
SalesDuo adjusted bids based on product and targeting performance. Higher-potential opportunities received more support, while weaker targets could receive lower bids or be excluded.
The team also used negative keywords to limit searches that were not helping the account reach its goals. This reduced the chance that less relevant traffic would use funds needed by stronger campaigns.
A separate SalesDuo framework for structured bid adjustments is covered in the rule-based bidding case study for Z Natural Foods. The Eco-Shell case remains focused on budget concentration, ASIN prioritization, and campaign continuity.
Amazonโs guide to dynamic bidding for Sponsored Products explains the platformโs current bidding terminology and controls.
The Results: 65% Sales Growth at 16% ACoS
By May 2023, Eco-Shell had achieved a record-breaking sales month, with Amazon sales up 65% from January 2023. The campaigns also generated 550,000 impressions and 2,000 clicks, while ACoS reached 16%, below the accountโs 20% target.
| Metric | Result achieved |
|---|---|
| Revenue-growth target | 45% increase from 2022 |
| Sales growth achieved | 65% from January 2023 |
| ACoS target | Below 20% |
| ACoS achieved | 16% |
| Impressions | 550,000 |
| Clicks | 2,000 |
| Sales milestone | Record-breaking month in May 2023 |
A 16% ACoS shows that Eco-Shell used $16 in ad spend to generate every $100 in sales attributed to its Amazon campaigns.
For this account, that result was below the 20% target. It should not be treated as a universal benchmark or proof of profit. Product margins, Amazon fees, inventory costs, repeat purchases, and total sales all affect whether an ACoS result makes financial sense.
Read more about how to interpret and lower Amazon ACoS based on campaign goals and account economics.
Why the Strategy Worked
Eco-Shellโs improvement came from a series of connected account decisions rather than one isolated campaign change.
The budget had a clearer purpose. Focusing on the strongest half of the catalog reduced the number of ASINs competing for the same funds.
Priority campaigns gained more continuity. Sponsored Products campaigns connected to stronger ASINs had a better chance to remain active throughout the day.
Automatic targeting continued to collect data. The team could still find new shopper searches while working with a narrower product set.
Manual campaigns gave proven terms more control. Stronger keywords could be managed with more focused bids and budgets.
Negative keywords protected the available funds. Less relevant searches were less likely to take spend away from higher-potential opportunities.
Together, these changes gave Eco-Shell a more controlled way to use its advertising budget. The result was specific to this account and does not guarantee the same outcome for another brand.
What SalesDuo Would Review Today
If SalesDuo reviewed the account today, the team would recheck the product-prioritization decision using current sales, conversion, inventory, margin, and campaign data.
It would also review the accountโs present targeting structure, campaign budgets, search-term reports, and available Amazon Ads controls before applying the same setup.
The core principle would remain the same: protect products and campaigns with stronger business evidence before expanding spend across the wider catalog. The exact structure, however, would depend on Eco-Shellโs current product mix and advertising goals.
When This Approach Is a Good Fitโand When It Is Not
| This approach may work well when | It may not work well when |
|---|---|
| A limited budget is spread across a large catalog | A brand is launching new products and needs broad discovery |
| Performance varies greatly between ASINs | The account does not yet have enough conversion data |
| Priority campaigns lose continuity | Inventory is unstable |
| Automatic campaigns have useful keyword data | Listings have major pricing or conversion problems |
| The goal is controlled sales growth | The main objective is broad brand awareness |
| Product performance can be reviewed individually | Every ASIN must remain active for a strategic reason |
Concentrating spend may improve campaign continuity, but it can also reduce discovery for products outside the priority set. The right decision depends on the brandโs catalog, inventory, objectives, and available conversion data.
Before using this approach, a brand should prepare its ASIN-level sales, conversion, inventory, margin, and campaign data. These inputs help show which products deserve protected budget and which still need more testing.
Related SalesDuo Proof for Amazon Brands
- Explore more Amazon growth case studies.
- Read the rule-based bidding case study for Z Natural Foods.
- Review the campaign-consolidation Amazon Ads case study.
- See the Naturally Fresh Vendor Central purchase-order case study.
- Explore another pet-brand Amazon growth case study.
Ready to Protect More of Your Amazon Ad Budget?
Eco-Shell did not improve performance by adding more campaigns or giving every product the same budget. SalesDuo narrowed the active portfolio, protected priority Sponsored Products campaigns, and used automatic-campaign data to guide manual targeting.
When Amazon Ads budgets are spread too thin, the first question is not always how to spend more. It is where campaign continuity matters most.
SalesDuo can review your ASIN mix, campaign structure, and ACoS limits, then build a prioritization plan around your margins and growth goals.
Book a 1:1 growth call with SalesDuo.
FAQs About Eco-Shell Amazon Advertising Case Study
1. What did SalesDuo change in Eco-Shellโs Amazon advertising account?
SalesDuo prioritized Sponsored Products for the top-performing 50% of ASINs, improved campaign continuity, used automatic campaigns for discovery, moved stronger keywords into manual campaigns, and added negative keywords.
2. Why did SalesDuo focus on the top-performing 50% of ASINs?
The advertising budget was spread across too many products. Narrowing the active focus gave stronger ASINs more consistent campaign support.
3. How did automatic and manual campaigns work together?
Automatic campaigns helped find relevant shopper searches. Better-performing keywords were then moved into manual campaigns for closer control over bids, budgets, and targeting.
4. What results did Eco-Shell achieve?
Eco-Shell reached its strongest reported sales month in May 2023. Sales increased by 65% from January 2023, campaigns generated 550,000 impressions and 2,000 clicks, and ACoS reached 16%.
5. What does a 16% ACoS mean?
It means Eco-Shell spent $16 on advertising for every $100 in sales attributed to its Amazon campaigns. It does not automatically prove profitability.
6. Can reducing the number of advertised ASINs increase sales?
It can help when a limited budget is spread across products with uneven performance. However, it can also reduce discovery for products outside the priority group.
7. Is this strategy suitable for a new product launch?
Not always. New products usually need more testing and discovery data before a brand can confidently narrow its product or targeting focus.
8. Does SalesDuo manage Amazon advertising for pet brands?
Yes. Eco-Shell and the Blissful Dog case study show SalesDuoโs experience with pet-related Amazon accounts.
About the Author
Meet Arjun Narayan, a Business Dynamo with two decades of conquering boardrooms and founding two companies that didn't just survive but thrived. When he's not navigating business strategies and delivery teams, you'll find him immersed in his love for cars and exploring new models, geeking out over tech trends, globe-trotting for new adventures, and occasionally pondering the mysteries of the universe over a good cup of coffee.
