From Six to High Seven Figures on Amazon

After two years leading D2C growth at Tiege Hanley, Thomas took over the Amazon channel. Sales had plateaued, TACoS was climbing and the category was saturating. Ninety-five percent of revenue came from a single hero SKU, and ad spend was concentrated on branded and high-competition keywords that delivered little incremental return.

The turnaround: six workstreams

1. Re-engineered ad efficiency

Brand defence was capped at 10% of spend. Budget shifted to competitor ASINs with weak reviews, category and auto campaigns to harvest new targets, and a deliberately built non-brand keyword portfolio.

2. Merchandising optimized for conversion

Continuous A/B testing of titles, bullets and hero images; A+ content, storefront and video modules; upsell variants to lift average order value.

3. A real deal and discount strategy

Tailored promotions, Lightning Deals, always-on coupons and Subscribe & Save working together instead of discounting at random.

4. Full-funnel demand generation

Creator Connections, Sponsored TV and DSP funnels modelled in Amazon Marketing Cloud to expand reach beyond search.

5. Forecasting and replenishment

Demand forecasts and FBA inventory systems built so stockouts stopped erasing hard-won rank.

6. Global roll-out

The US playbook was packaged and deployed to Canada, Europe and Mexico.

Result

Within two years Amazon became a $6M+ growth engine with a double-digit TACoS reduction, sustained organic rank gains and record contribution margins.