A toy brand partnered with Prime Clicks in April 2025 to improve Amazon advertising efficiency and scale products that were underperforming. The catalog included nine SKUs, three of which were already niche leaders.
Our objective was twofold: accelerate growth for the weaker-performing products while optimizing spend and preserving profitability on the top-performing SKUs.
Over time, the category became increasingly saturated with lower-priced alternatives, driving CPCs up and compressing margins.
As a result, the brand’s top-performing products became progressively less profitable, while scaling and ranking newer SKUs grew more challenging - especially those already performing below expectations.
We began by auditing the top-performing SKUs. The analysis uncovered several efficiency gaps: budget leakage in ranking campaigns (products were already #1 organically but still buying costly top-of-search placements that largely substituted organic sales), weak cross-negative targeting that resulted in duplication and inflated costs, and poorly structured branded campaigns with inflated CPCs. We also identified missing “must-have” campaign types that limited control and scalability. In parallel, we flagged multiple content opportunities to improve conversion rate (CVR).
For the underperforming SKUs, the issue wasn’t only traffic, it was fundamentals. These products were consistently underfunded, with no deliberate budget allocation to support growth. At the same time, low CVR signaled that simply increasing spend - even on well-structured campaigns - would not translate into sustainable ranking gains. Based on this, we prioritized listing and creative improvements and tested different price points before scaling investment into strategic campaigns.
For the top-performing SKUs, we rebuilt the account into a clean, non-duplicative campaign structure and expanded it with several strategic campaign types to improve control and coverage. We also implemented a stronger defensive setup, which reduced branded CPCs and lowered overall spend on defensive campaigns without sacrificing sales.
In parallel, we introduced a disciplined approach to minimizing wasted spend on ranking campaigns through an ongoing optimization cycle. When a product held the #1 organic position, we lowered bids and placement adjustments to allow a greater share of sales to come organically. We closely monitored rank, and when it began to slip to #2 or #3, we selectively increased bids and placements to regain the top position. This bid-and-rank cadence materially reduced inefficient spend - freeing budget that could be reallocated to previously underfunded products.
Once the underperforming SKUs were strengthened through listing content upgrades and price-point testing, we redirected the freed budget into a more advanced campaign structure with a clear focus on ranking. This investment accelerated keyword positions and increased the share of sales coming organically. As momentum built, several of these previously underperforming products broke into best-seller status within their subcategories.
Over a 10-month partnership, we helped the brand scale previously underperforming SKUs, reduce wasted ad spend, and improve profitability - without compromising revenue on the top-performing products. In total, the business grew revenue by 14% while meaningfully strengthening overall profitability.
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