#754 – Reviving an Amazon Brand On Life Support

What does it really take to bring an Amazon brand back from the brink? In this solo episode of the Serious Sellers Podcast, Bradley Sutton pulls back the curtain on two real Amazon accounts he is actively managing, including one former seven-figure brand that nearly collapsed after losing its TikTok momentum and another account that doubled year over year without even launching new products.

Bradley breaks down how the struggling brand went from relying heavily on TikTok-driven sales to rebuilding Amazon as a channel that could stand on its own. He walks through the exact levers he focused on first: auditing PPC waste, negative matching search terms with clicks but no sales, splitting overloaded campaigns, setting keyword harvesting rules, tightening bid automation, using dayparting, and finding old keyword winners through Search Query Performance and Brand Analytics.

He also shares how listing optimization played a major role in both case studies. From testing main images with Helium 10 Audience powered by PickFu to refreshing A+ content and improving keyword coverage, Bradley shows why small improvements in click-through rate and conversion rate can create major revenue gains. In one account, a conversion rate lift of just over 1% helped generate thousands of dollars in additional sales.

This episode is a reminder that growth does not always come from one flashy hack. Sometimes, it comes from patiently fixing the fundamentals: better ads, stronger images, smarter keyword targeting, cleaner campaigns, and a listing that actually helps customers understand why they should buy. Whether your brand is struggling, stuck, or ready for its next level, this is proof that the right data-backed moves can change the trajectory. The comeback may not happen overnight, but with the right strategy, your Amazon brand might have a lot more life left in it than you think.

In episode 754 of the Serious Sellers Podcast, Bradley talks about:

• 00:00 – Introduction
• 02:38 – The Brand That Nearly Went To Zero
• 05:21 – Why Better Product Images Still Matter
• 06:11 – Testing Main Images With Real Buyers
• 09:01 – How TikTok Drove Amazon Sales
• 12:50 – Fixing A 63% ACOS Problem
• 13:43 – Auditing Wasted Amazon PPC Spend
• 16:31 – Building Smarter Keyword Harvesting Rules
• 18:48 – Using Bid Rules To Control ACOS
• 22:29 – Dayparting Ads To Cut Wasted Spend
• 23:44 – Finding Lost Keywords That Once Converted
• 31:42 – Doubling Sales Without Launching New Products

Transcript

Bradley Sutton:

Today, you’re going to be finding out how I was able to double the sales year over year on one of my Amazon accounts and how on another one I’m trying to bring a former seven-figure brand back from the brink of death. How cool is that? Pretty cool, I think.

Bradley Sutton:

Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I’m your host, Bradley Sutton, and this is the show that’s a completely BS-free, organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And today, the serious seller guest we have is yours truly. All right. So I’m not going to interview myself and talk to myself like I do normally make you guys scared. I’m talking to myself in the third person or anything like that.

Bradley Sutton:

But I’m just going to do a solo episode about my Amazon journey and what I’ve been working on. All right. Because remember, Serious Sellers Podcast nowadays is not about service providers, not about agencies. It’s about, hey, real people in the trenches, their stories and what’s going on. Or, you know, sometimes we still haven’t done it yet under this new format, but we might have like, you know, an Amazon or TikTok, you know, the actual people, Amazonians and TikTokonians, I don’t know what you would call them, who actually are responsible for helping us sellers out there. I might have them on the podcast.

Bradley Sutton:

But again, the core focus is just real-life stories. And guys, you know, for those who don’t know, I’m not just some software salesman or evangelist. I am, you know, running many different e-commerce accounts and a lot of it. You guys have been able to peek over the shoulder and see what I’ve been doing over the years. You know, Project X, Project 5K. Now we have some stuff, you know, that we started last year called Scale Stories. But yeah, I’m in multiple accounts. That’s how I’m able to come up with all the different strategies I do. It’s not just me using AI or trying to copy somebody else’s ideas. But I am running businesses myself that are making real money, that have real risk.

Bradley Sutton:

And sometimes I have good things happen. Sometimes I have bad things that happen and everything in between. And so that’s what this episode is going to be about. I’m going to talk about some of the stuff that you guys might not know I’ve been working on, some of it you’ve seen before. And so let’s go ahead and hop into it. All right. So you guys have seen a lot of Project X. You guys have seen, you know, what I’ve done over the years in Project 5K. For those who don’t know, Project 5K is this thing I did where was it like seven years ago now I launched 12 products for five thousand dollars and a lot of them have kept going and trying to grow that brand just to show that, hey, you don’t need a lot of money to get started on Amazon.

Bradley Sutton:

A newer case study I took this year is a brand I’ve shown some of their products before. And so here’s the backstory. This couple had been on a podcast a while back. They had a lot of kids learning products and different things like that. And they got really big on TikTok. But what happened was there are some things that happened to this account and their operations where I had pretty much in coming in and helping them resurrect their right there. Their accounts like got shut down on TikTok for a while. The metrics got all messed up due to shipping errors. And TikTok was what actually was driving their Amazon sales.

Bradley Sutton:

And at the time, you know, this account, you know, had gotten up to like, you know, two, three million dollars across TikTok and Amazon and then pretty much went to zero. And it was a long process to get this, you know, the metrics back up both on Amazon and TikTok just so, you know, it’s not getting shadow banned and suppressed and things like that. And so I want to show you guys, we’re still in the beginning stages here, but I’ve already been working on this account maybe five, six months in my off hours. And I want to show you how you can resurrect a brand that has had a catastrophic event happen to it. Right. And where you’re almost starting from scratch, how can you save, you know, an account and how can you change the trajectory?

Bradley Sutton:

Let me show you guys some other products. You guys can look this up on Amazon. One here is this graceful by design Bible verse mapping. Pretty unique product. Not many people have it. You guys are seeing this is Prime Day right now. That’s why we have a Prime Day badge right here. But this product used to used to do pretty well. They have another line of products. That’s kind of like kids learning equipment, like the one of the owners of the brand. She used to be a teacher and she developed all this all this herself. And and they kind of started this this niche almost on Amazon. And a lot of people have since copied. And that’s another that’s another reason for the decline of the brand is a bunch of Chinese brands came in and, you know, like we’re offering products at half the price. And so they lost a lot of market share. But this is one of their strong products, like this cursive grooved handwriting workbook. Anybody looking for back to school stuff? This would be a good product for you guys to have for your kids.

Bradley Sutton:

And so this is another line of product that they had. And then there’s some other products that they were selling mainly on TikTok that were completely dead-on Amazon, never had really sold well that well on Amazon. And so we’re just now getting these beefed up as well. And we even launched new products for them. This is a new cursive workbook. This is something that they had in motion before the account kind of went down. And so they had like thousands of units and were like, hey, let’s do a launch. Let me just show you guys. You know, the first thing when you launch a product and whether you’re trying to resurrect or not is to have a lot of make sure to have some good images. And so we actually went with AMC one step and listing optimization that I know Kamal’s been on this podcast before. And we just sent him one unit and he was able to come up with these amazing images here and amazing A plus content. A lot of this was AI. And you can’t even tell, you know, you can’t even tell this AI and really great looking premium A plus content here. And let me show you guys something that’s important. And this is, you know, again, I’m talking to this. I’m not I don’t get affiliate commission from Kamal’s companies or anything.

Bradley Sutton:

I’m just saying this is what sellers should be using. When Kamal made this image, he he gave us some options for some of the main images. And so what are you supposed to do? You need to run these tests in Helium 10 Audience or PickFu. PickFu is Helium 10 Audience PickFu and be able to make sure you are choosing the most optimized main image. Let me show you guys the ones I had. So I put something into Helium 10 audience slash PickFu. And I said, hey, if you were looking for a grooved work, cursive workbook for your kids, which image makes you want to click at the most? And I think I chose prime audience and people with kids or something like that. Parents as the audience modifiers. And and so I had four options and we had one clear winner. All right.

Bradley Sutton:

With twenty five votes. And this is the one that I went with. But it’s interesting because when you do these kind of tests, it’s not just, oh, hey, which one is the winner of all of these options? What you want to do is look at the responses that the buyers are making, because you might find out stuff about how they perceive your image or how they perceive your product that is either great or is really bad or like they’re confused about the size or something. And why did C win or why did this other option, this third option win? Look at this, what this person said. I like option C because I can see the image in the upper left hand corner showing the examples of how the letters should be written and then the example showing the hand writing the letter in cursive. And then another person said this preference is the only option I would consider because it gives you an idea of the inside of the book. Another person said the only result that actually shows and a sample of the cursive writing.

Bradley Sutton:

So let me just explain to you, like for me, I wouldn’t have picked this one. I don’t remember which one. I think I would have picked this one that has this little tag on it because me, I know exactly what this product is. I have it here in my warehouse. Like to me, I just look at the outside box. I’m already imagining how it looks inside. I know there’s like grooved letters and I know you trace it. But somebody just seeing this for the first time, they’ve never had this product. They wouldn’t know that. So you see how as a brand owner or somebody who’s managing a brand, you could have a completely different point of view about how others perceive your images and what’s the best image to you is not necessarily the best image for your target market. And so as you can see from these options, this one, this one that one is the only one that showed like the inside of the book and actually somebody’s handwriting on it so that they can have an idea of how this product works. These other ones, it just shows the very, very nice outside packaging and the components of what it has.

Bradley Sutton:

But this is like a game changer for the people who might not have even clicked on this because they don’t even know what the product is just based on the outside. So, again, this is just one of the a few of the many reasons why you should always run Helium Audience before you choose your main image. Now, just to show you the power of this account before and kind of like how it was working, I’m looking at Helium 10 Profits here to look at the P&L of January of 2025 to May the end of May 2025. And across all platforms, just in that short period of time, one point five million dollars. And this is like the off season. You know, this this a lot of these products work really well. But you can see here it was one million dollars just in those five months alone on TikTok. All right. Now that let me just tell you guys right now, that was what drove the sales of Amazon. So they didn’t have to invest too, too much in advertising and a lot of SEO and things on Amazon because they were getting so much halo effect from Amazon. That’s crazy. Like a million dollars on TikTok and it drove about a half a million dollars of sales on Amazon. All right. So this is what the account was in its heyday. It was going crazy last year.

Bradley Sutton:

Now, the end of last year is when the catastrophe hit the accounts and everything got messed up. Right. And so what happened the first five months of this year, including, you know, so, you know, I was working. I started working on it towards the beginning of the year. Now, looking in their advertising on Amazon from that time period of January of last year to May, you know, the numbers weren’t great, actually. You know, I’m not sure if they were using Helium 10 ads at the time, but look at the ACOS 50 percent ACOS and TACOSw as at 17 percent, you know, not terrible. They spent about seventy five thousand dollars in advertising, but 50 percent ACOS, you know, not exactly great, especially considering how much of their sales were actually coming from TikTok. Now, fast forward a year. All right.

Bradley Sutton:

I started working on the account towards the beginning of the year and start trying to resurrect it. You know, the last part of last year was just trying to get the account status back up and take a look. Remember, they had one point five million of sales across both platforms from January to May of last year. What about this year? A hundred thousand dollars less than one tenth of what it was. Remember, TikTok was a million dollars. How about this year? So remember, from January to May of last year, one point five million dollars. Well, fast forward to this year. This is when I started working on it towards the end of the last year. I was trying to clean up the account, get the, you know, all their blocks removed and try to get Amazon working autonomously instead of relying on TikTok. And so February, January and February was just kind of like a transition phase. And it wasn’t that great. But remember, January to May of last year, one point five million. What about just January and February of this year? Oh, I think, oh, what, three hundred grand, four hundred grand? Hundred thousand dollars only. Sales went down from January to February.

Bradley Sutton:

Remember how TikTok was a million dollars in five months? What about last year? What about the first two months of this year? Thirty thousand dollars. Like the TikTok went completely down. There’s multiple reasons. The main thing was the account got messed up. But then also they couldn’t afford to just throw a bunch of money to TikTok. There’s a lot of, you know, there’s a lot of there was some cash flow issues because of inventory. They had so much inventory. They’re like, no, we can’t just be sending out thousands of samples and spending all this money on GMV Max ads. And plus the TikTok, you know, it wasn’t profitable anymore because TikTok, the metrics messed up the account. Right. So look at this. You can see that Amazon now is struggling to work on its own. Seventy thousand dollars worth of sales in two months, as opposed to five hundred thousand in six months. But remember how TikTok was double what Amazon was? Now, look at it.

Bradley Sutton:

TikTok is half of what Amazon was. So a lot of this Amazon is working on his own. So how about the advertising? Well, look at January and February of advertising. The ACOS was even worse. It was sixty three percent ACOS. You know, that’s not that’s not good under any stretch of the imagination. Thirty two percent tacos when I got into this account. All right. In the first part of this year, they spent twenty thousand dollars, only got thirty seven thousand dollars for the sale. So on the Amazon side, things were really not looking good at the beginning of the year. And when I hopped into this. So what are the things that I started working on? Everything, in my opinion, starts with advertising and getting that under control. It’s the biggest lever you have. And that’s why I’m wearing my Helium 10 Ads shirt and my hat that looks like it has the Helium 10 Ads logo, because that’s kind of like the backbone of everything I was doing and I’m going to be doing and continuing to do to turn this account around. So the first thing I did was I went in and did keyword harvesting rules. All right.

Bradley Sutton:

Their ads were like all over the place. Oh, my goodness. When I hopped in there, they had campaigns that had like four hundred targets in there, which is, in my opinion, not ideal unless you’ve got like a three thousand dollar daily budget. You know, you’ve got unlimited, you know, ridiculously high targets. You’re not it’s not optimized to have four hundred targets. And so what I started doing is I started splitting these campaigns up. So if they had an exact match campaign with two, three hundred targets, I was like, all right, let me check out all the bad stuff. That’s obviously the first thing I did. I did was I audited the account. Let me show you guys how I did that. I went into the analytics. Right. And then I went at, like, for example, the search term level. And I looked at, you know, I’m just taking a time machine back. You can actually see what I was looking at from January to February of 2026. And I’m like, hey, are there any search terms where I had like twenty five clicks but zero orders? All right. So this is the first thing you guys do when you have ads is you can do this. And look at this. There’s forty three. There’s a fifteen hundred dollars worth of spend. You know, here’s one where there’s a hundred dollars worth of spend. Sixty nine clicks in zero sales. If you get sixty nine clicks in zero sales, the odds that the 70th or 71st click is going to bring a sale is probably low. So I was able to get all of these negative match that were from the auto or broad campaigns. And that instantly is like, all right, this is stopping some of the bleeding. So I didn’t have this at the time.

Bradley Sutton:

But now Helium 10 has this like ads audit where it actually finds a lot of this stuff for you. But I still like to do it the old school way. But you can see right here on your suggestions page, there’s a lot of suggestions that would have had me stop all those bleeding targets and search terms, et cetera. So, again, I went in and I went through search terms and I also went through targets. Same thing. I’m like, hey, what had twenty five clicks and zero sales? And you could see all of this stuff. Three thousand dollars worth of spend. And look, you see how it’s all paused right now. That’s because I found it in this audit and I was able to stop all of this. Like, look at this one. This was an ASIN that was being targeted. And then here’s another one that was one hundred and twenty seven clicks and no sales. Here’s one that was one hundred and twenty dollars of spend and no sales on this ASIN targeting campaign. And that’s what happens, guys.

Bradley Sutton:

If you are not constantly checking your advertising, this is the reason why you’ll get sixty three percent ACOS, because you’re just throwing all this money for literally no reason. Now, sometimes, yes, you have branded campaigns where you don’t care about ACOS and you’re like, hey, no, I just want to get top of search and people are clicking and not buying. It doesn’t matter because I’m just trying to get my brand visibility. I’m doing defensive targeting. Yes, of course. I know the world doesn’t revolve only around ACOS, but a lot of this stuff was definitely not that. And so this was the first step in cleaning stuff up. So the next thing was I started doing my keyword harvesting after I did the audit, after I cleaned up and added new campaigns. I went in and created these harvesting groups. So what I wanted to do was take all of the groups of campaigns that were all for one product and make them talk to each other. All right. Make them know not to duplicate targets in the same match type.

Bradley Sutton:

And I wanted to like find keywords from auto and broad campaigns. And funnel them into like exact match campaigns or ace in targeting campaigns, et cetera, if it turned out to be good, you know, something I wasn’t targeting. So how that works is, as you can see here, I made a harvesting rule for this product that’s called a set of four groove cursive. And you can see all of these extra campaigns I created because remember, they had like a hundred aces in one campaign. I’m like, no, let me split it out to product targeting campaign one, product targeting campaign two. And then I have my bucketed campaigns that have low number of targets that I want to use for the harvesting. All right. So if I find a keyword in the auto, this is the key. This is the campaign it goes into for broad. This is the campaign it goes into for exact. If I find an ace in an auto campaign, here’s the ace in targeting campaign. So those are what I have here.

Bradley Sutton:

And this is what’s called harvesting. And then, so I set rules where I’m like, Hey, in the future, without me having a download reports, if I get two orders and it’s under a hundred percent ACOS, you might be like a hundred percent ACOS. Well, Hey, if it’s under a hundred percent ACOS, I could probably try and make it profitable. Obviously 80, 90, a hundred percent ACOS is not profitable, but let me at least get it on there if I’m getting sales. And then let me see if I can bring it down so I can make it profitable. All right. So that’s why I picked that number is a hundred is definitely not a magic number. Some of you guys might do 50. Some of you guys might be fine with 150, right? You do what works for you, but this is what I did. And then. Now I hit this very important button that says, do not suggest search terms that already exist with the same match type.

Bradley Sutton:

So basically that means, Hey, you know, I’ve got multiple product targeting, acing campaigns here. What if my auto campaign found an ASIN, but it already exists in one of these campaigns. I don’t want to put it in another campaign. All right. So that’s like a button that I think, I don’t think any other tool has for a keyword harvesting. So really important. I got all my keyword harvesting ready to go. Next step was my bid rules. The bids were especially out of control going back to my audit. I did something where I was like, all right, show me where my ACOS is above 100% and I’ve spent like at least $2, you know, looking at this January to February time range, and you could see here, look at this, there was $5,000 almost worth of spend at over a hundred percent ACOS, look at some of this stuff that they were, they were spending. Here’s one that they spent $250 on and it was at 500% ACOS. It was just these guys, these ads were out of control.

Bradley Sutton:

All right. When I first got into this account, here’s another one where they had spent $152 at 400% ACOS. All right. As you can see, most of these, I ended up pausing, but, after you cleaned it up, if you let it go, it’s just going to get this bad again. You know, Amazon is not saying, Oh no, Amazon seller, please, please don’t give us this advertising money that you’re just throwing at us. We don’t want it. Keep your money. Of course, Amazon’s not going to say, they’re like, send me more, send me more. Right? So you’ve got to keep track to make sure things like this don’t happen. Look at this $5,000 worth of spend at 170% ACOS. That’s crazy. So how do you do that? What I did was I added all the campaigns that I wanted ACOS base. Like I said, not all my campaigns are ACOS base. I do defensive targeting. I do launch campaigns, et cetera. Into this rule group I called master bidding rules.

Bradley Sutton:

And then I just set all of these criteria so that Helium 10 is going to check for me week by week. Actually, this one is a higher spend account. So I have it checking every three, four days, but I’m like, Hey, if it’s over 200% ACOS and I’ve spent at least a dollar, you know what, just tell me to pause the targeting. I’m not even going to try and make that profitable. 200% ACOS is like beyond redemption. Right. And then I said, Hey, if it’s between a hundred and 200% ACOS, do what it takes in order to bring me down to a 60% ACOS, if it’s between 75 and a hundred percent ACOS, do what it takes to bring me down to 45% ACOS. And then I have it go all the way down to basically what my target would be, which is about 20, 22% ACOS is what I’m trying to get this, you know, the ACOS based targeting accounts too. And so I have all these rules that go from the bottom up.

Bradley Sutton:

Look at this one. I said, Hey, if it’s between 10 and 15% ACOS, I might be leaving money on the table. I want to bring it up. So take the ACOS and bring it up to 18% from 10 to 15. All right. So now that’s, what’s going to give me the suggestion to increase it. And I have it go all the way down to like 0.01% ACOS. And then I have other rules where I’m like, Hey, if there’s 24 clicks and no sales surface it, so I can decide, do I want to pause that target? And here’s a really important one that I don’t think anybody else has. I have something here. It says if PPC orders is greater than one and ACOS is less than a hundred percent enable the targeting. What does this mean? You guys know about the attribution window. What if I, because of this rule, I had something that, that had 30 clicks and no sales over the last 60 days. And so what do I do?

Bradley Sutton:

 all of a sudden might become 25% ACOS and with one sale. And so should I have paused that target? Maybe not. And so this catches that guys. And I, and I have that every now and then it, it caught it. It’ll catch it and say, enable the targeting because, Hey, let’s give it another shot. And so that’s what I have set up as a rule. The next thing I did was I noticed that they had some absolutely abysmal ACOS in the middle of the night in a different times of day. I do that through this day partying that, that Helium 10 has, and you can’t do this on your own seller central, but you can do it if you have tools like Helium 10, where I saw they were spending hundreds of dollars from like the night, you know, like midnight to 4am.

Bradley Sutton:

And it’s probably people sitting in their bed, like browsing, looking for stuff for their kids. And they’re just like clicking stuff, but they don’t buy it. They’re just trying to go to sleep or something. Right. And you’ll get weird pockets of the day like this. And so since there was a clear thing, I set up this rule where I’m like, you know what, during this midnight to 4am decrease the bid 40%, I don’t want to just turn off the ads altogether. I could have done that. I want people to see my brand, but if I’m, I don’t want to pay all this money for these terrible clicks. And so now you can see the ACOS is still high. You know, in the middle of the night, look at this a hundred percent ACOS, but look, I only spent at 2am $45. This used to be $300. They were spending in the middle of the night.

Bradley Sutton:

So this is something that brought down also all of, you know, the overall ACOS and my profitability on this account, because I did some day parting on this. Lastly, I told you guys that I did a lot of auditing using the Helium 10 Search Query Performance tool brand analytics. I’ve right now I’m using the Helium 10 new MCP for it to even do it faster, but I wanted to find, Hey, what were the keywords that they were bringing? They were getting sales from before and Search Query Performance, but all of a sudden for the last few months, they fell off the face of the earth. All right. So like with the MCP, it’s really easy. I say, Hey, show me keywords that from search crew performance or advertising brought sales last year, but their keyword rank for sponsored and organic. Now is outside of the top 10. I can literally do that. Just send that as a prompt and they’ll tell me, but I didn’t have the MCP in this time, so I did all that manually. And he’ll intend still a lot easier. I can look back at a full year of Search Query Performance, but I did full audits on the keywords like, Hey, where are there some hidden gems here where they were getting sales from keywords, but now just because they’re not visible, you know, they’re not ranking for it, they weren’t.

Bradley Sutton:

And so I create these ranking campaigns. To see if I can get the sales back. And so what I do when I create the ranking campaign is I want to stay top four, top three, top four in sponsored results, because the thought process is if search crew performance tells me, Hey, this is a keyword that I was doing better than the competitors at, right? My conversion rate was better. I just have to be seen. And obviously if I’m not ranking, the only way it can be seen is advertising, right? I need to be seen in sponsored ads in advertising. And theoretically I’m going to get a better conversion rate and I’m going to convert better than the competitors. Right?

Bradley Sutton:

And so because of that, I want to stay at top of search. And so in the old days, what did we have to do? You would have to add it to keyword tracker, which you still do. And then just, you know, be checking throughout the day. Oh, let me make sure. Oh, I dropped a five. I need to increase my bid 10 cents. Let me get a little bit higher so I can make sure to keep that top of search. Right. You just have to be doing that, you know, paying a VA to do that or something all day long to make sure you’re a top of search and, and get back to your organic position. But now in Helium 10 ads, what I did was anything. I have a ranking campaign on where I’m like, Hey, these are keywords I’m testing out or it’s a new launch.

Bradley Sutton:

I add it here and then I choose the keywords. I am trying to make sure to stay at the top of the page for, and then I make the rule where I say, Hey, if my keyword tracker sponsored rank in consecutive checks, three of them, in other words, if I had boost on it’s checking three hours in a row, if my sponsored rank is greater than five, meaning it’s, you which is towards the bottom of page one, increase my bid by 15 cents. And this is going to happen automatically or it’s just to me every day. And so now I don’t have to guess, like, especially I have tons of ranking campaigns happening. I just have to check once a day where my rank is not where I want it. And I just hit a button.

Bradley Sutton:

I’ll show you guys how that looks in a couple of seconds here. And it will go ahead and increase that bid. I could do this the opposite way. Like, Hey, maybe I’m position one and I want to back off. Until I get to position three or four, I can decrease the bid but this rule guys, this is like super, super unique. And again, this is what is helping me to get my, the share of voice that they had back on those keywords that were, um, that were making money. Now, after I set up all the rules, how does this work? Well, there’s a suggestion page, right? So I have negative matching rules that come up, but then these bid rules will come up and the keyword tracker ones will come up here as well. So here you can see, I had this broad match over 200% ACOS. I spent $80. It’s telling me, you know what, I should go ahead and pause this because like, I’m not, you know, per my rule, I had said, I figured that I’m not going to be able to get this profitable. And so if I agree with it, I just hit the button and and process it and it’s done. All right.

Bradley Sutton:

And I could, I go through this every four days. It only takes me 15 minutes to go through their advertising on this account. Every four days run through the rules. And that’s what I’ve been doing. So, you know, since February until here in June, right? So what are the results? If you remember February, January and February, 60% ACOS, 30% TACOS, $20,000 of PPC spend in two months. All right. How were the first two months afterwards? Let’s take a look. March to April guys. All right. Look how fast this turnaround was. 18% TACOS, 40% ACOS. We dropped it by 20% ACOS in just two months, $10,000 of spend, got $24,000 of PPC sales.

Bradley Sutton:

Whereas before they had to pay over double that just to get $35,000 worth of sales. And so this is the impact that going over the data correctly and doing all these things, not one of those things made this increase, not just, Oh, let me pause this campaign here. It’s everything working together, doing that day party, trying these new campaigns with new keywords that used to work, taking, making these rules to bring the ACOS down, having a good negative matching, campaign, having big controls, pausing targets, enabling targets.

Bradley Sutton:

All of this is what you have to do. And so in just two months, we brought it down and then we’ve been kind of maintaining it, you know, since then. Let’s just take a look at May and or let’s just take a look at May’s numbers. If we look at May, yeah, we’re maintaining that 40% ACOS. Remember this 40% ACOS is not across the board. I have stuff where I’m okay with higher ACOS cause I’m trying to win customers over and stuff like that, but we’ve been able to keep these numbers pretty steady. And now I’m building on this because again, this account used to be like 90% reliant on TikTok moving. And I am doing a TikTok case study. Josh Hadley and his team, Jerwin over there has been helping out, you know, trying to audit some stuff.

Bradley Sutton:

And now we’re looking into some others who are also helping out and joining in. So we’re going to have a podcast dedicated to the revival on the TikTok side of this account. But I wanted this Amazon account to just be able to work good on its own. My goal is eventually to get this to, instead of just, you know, getting like, you know, $800 a day of sales, which is what they have been getting. We want to see, Hey, can we get this back to at least a $2,000 a day account so that, Hey, this could be a nice, you know, three quarters of a million dollar yearly Amazon account without the reliance on TikTok.

Bradley Sutton:

And then if TikTok gets up and running again, if, if Amazon by itself can be three quarters of a million, probably it can be a $1.5 million account on the Amazon side, which it never was before. And so that’s, that’s kind of like the goal. So maybe in six months or so, I’ll give you guys an update to see how we’re doing on that. One thing I am happy about this account though, I forgot to mention is the profit margin. This account has crazy profit margins. I actually might think about lowering some of the prices just because of the competition. But look at this, despite all the bad spend and everything that’s been going on 30% profit margin. So if you guys are wondering, Hey, is it still possible to make decent profit margins on Amazon? It absolutely is. If you’ve got the right product. How did I do that new listing? I use the new Helium 10 Listing Builder.

Bradley Sutton:

Remember that animal cursive said I guess said we just launched, may made sure I did all of the keyword research where I brought in all of the Search Query Performance. I brought in the Brand Analytics keywords. I brought in historical keywords and then made my keyword bank of all the phrases I wanted. And now I was able to get all of the main phrases in and all of the individual keywords that make up those phrases. And so that’s how I was able to make a really well optimized listing. And as you can see here for that launch, I was able to get to page one, even though this is new launch for every, almost every single keyword that I was trying to rank for actually, yes, every single keyword here was able to get to page one using the Maldives honeymoon launch strategies that I talked about in episode seven 50.

Bradley Sutton:

Now, another account you guys have maybe seen me work on over the years is the hemp cream, hemp cream and hemp roll on account featured in motion. Hemp is the brand they were in scale stories. Maybe you guys see on the screen here, some, some, some shots from that series that we did where we’re trying to double the sales or even quadruple the sales. And let me just tell you right away, we’ve already doubled the sales without even adding the new products in Scale Stories. We had the plan where we’re like, Hey, we’re going to come on with a foot cream or a foot roll on. We’re also going to do a non-hemp, you know, pain reliever and add a couple other products that’s still in motion, but it takes like a year to get all that done and sort of certifications and stuff, but just on his existing products, let me show you what we’ve done this year. All right, here’s the information on his hemp account from last year. So here’s the main product is hemp roll on a cream. He’s actually not doing a prime day thing right now because he was like, Hey, I’m doing pretty good.

Bradley Sutton:

I don’t need to offer such a big discount. So we just have a small 5% off a discount here, but this hemp roll on is the main one getting like 95% of the sales, 90% of the sales. And there’s also a hemp cream product. If we were looking at last year, January to the end of May of last year, gross sales on this account, $50,000. All right. $50,000 on this account, right? Which is not bad for just one product, right? That’s a six figure account for just one product. Who doesn’t want a six figure product, but now let’s fast forward one year. After we worked on it towards the end of last year, January one to May 31st, the same time period of this year, $106,000. So we’ve already doubled the sales on this account a year over year without even adding any new products. All right. What were some of the things that we did in order to do that? One of the things, same thing we had again, AMZ one step listing optimization.ai get us all new images. All right. Here’s one of the old images. I think. Nope.

Bradley Sutton:

None of the old images are here. I used to actually be in the old images. My, I was a knee model for this brand. I guess you could see me putting it on my old knees here, but those images are gone now. These are all new images that AMZ one step did. They also did new a plus content as you guys can see here, completely refresh the listing. Same thing as before. Same thing as before we use Helium 10 Audience in order to run a poll to see which image we had different options from come off there. And so this is the image that worked. Let me explain to you the power of changing images, changing click-through rate. I didn’t look at the click-through rate before this call. I did look at the conversion rate though. And what are the things on the listing that changed the conversion rate? We changed a copy of the listing. We changed the other images. As I showed you, we, we put the A plus content. Let me illustrate the power that this, this can have. So looking at January to May of 2025, he had a 20.39% conversion rate. And by the way, look at this page views 7,600. 8,000 sessions, 20% conversion, which is actually pretty, pretty dang good. Let me show you what we changed that to.

Bradley Sutton:

So we went from 7,600 page views to 13,000 page views. That’s by improving the click-through rate because we changed the main image, but also it’s because, you know, I did a lot of auditing and made sure we’re targeting all of the right keywords in advertising and keywords that maybe he wasn’t targeting in the past. Again, looking at Search Query Performance, looking at Helium 10s Brand Analytics, looking at a historical Cerebro, what other, you know, hemp roll-ons we’re doing. I was able to discover lots of new keywords. So first of all, we had a lot of page view increases. And obviously, even if the conversion rate stays the same, what does that mean? We’re going to have a lot more sales, right? But take a look at this number and you guys might think, oh, this is not a big deal. The conversion rate went from 20.39% to 21.86%. Now you look at that, you’re like 1% increase or 1 point, whatever percent increase, who cares about that? Right? Let me show it to you how big of an impact that had. I’m going to bring out my calculator here.

Bradley Sutton:

Let’s just pretend that I didn’t change anything on the page. I didn’t change a copy. We didn’t change those images with a listing optimization.ai. We didn’t change the A plus content. His conversion rate stayed at a, what did I say? 20.39%. But I did all the other stuff that brought us all these extra page views. What kind of sales at 20.39% would it have been? Watch this. I’m going to calculate out here 15,000 sessions and times it by 0.2039. That means instead of 3,297 sales, we would have had 3,075 at that 20.39%. Now this product is $32. So by having this extra conversion rate of only 1 point something percent, that resulted in 221 more unit sales over this six months period or five month period. 221 units times this product costs $32. That is over $7,000 guys.

Bradley Sutton:

He got $7,000 more of gross sales because he was able to improve the conversion rate just 1%. A lot of you guys can improve your conversion rate more than 1%. He already had pretty good images. His images were not trash. His listing was not trash. I had worked on it years ago. It just was stale for years. It was not terrible. So he quote unquote only got a 1.5 or whatever percent increase on the conversion rate, but imagine if he, if you guys had something or if he had a bad, a worse listing and he increased the conversion rate just 4%, it would have been a $25,000 increase in sales guys by increasing this 4%, right? This is the kind of impact that working on your listing can have. But again, even with this increase in conversion rate, he wouldn’t have increased $50,000 worth of sales if his page views and sessions stay the same. So it’s a two prong approach. We’re trying to get more visibility out there on this product by getting more keyword coverage, by increasing the click-through rate, advertising more efficiently, et cetera. So that is what we’ve been working on this account.

Bradley Sutton:

We’re already at two X year over year on a product that was already doing well. So good things to come on this. Everything that I had said about the advertising I was doing in that groove learning graceful by design account, I also applied here on this account. And you can see if we were looking at January to May of last year, he spent 8,000 or $9,000 of sales to get $17,000 or $9,000 of advertising to get $17,000 of sales, 51% ACOS wasn’t that great. And what did we increase that to? Well, now we got it down to 47% ACOS, which you might be like, Hey, 47% ACOS, that’s actually not that good. But remember his subscribe and save on this is very good. He’s got strong subscribe and save because this is a cream that you are and lotions and stuff that you would need over and over again, like every other month, if you’re a tennis player or something like that.

Bradley Sutton:

And so we were able, you were willing to have higher ACOS because we know that we’ll get these people on replenishment, but now his ACOS is down. We spent more in advertising, but look, we got almost $50,000 worth of sales from advertising. So we’re making the advertising more efficient. So there we go, guys. Those are just two of the accounts. I’m pretty much fully managing where I’m like doing, handing all the advertising and handling, you know, inventory things, et cetera. And we have similar, but different goals, you know, on the one account is kind of like building it back up to be not reliable on TikTok and bringing it back from the brink of death. And maybe some of you guys out there have brands that are on the brink of death. Can they be brought back? Well, I’m hopefully showing you, you know, some blueprints on it. Others, maybe you guys have been stuck at a hundred thousand dollars worth of sales a year, year over year, and you’re not on the brink of death, but you’re like, Hey, is there more I can be getting out of this?

Bradley Sutton:

And so that’s what I’m trying to do on this is on this hemp pain cream in motion hemp product is, Hey, can we double the sales by adding more products and by optimizing what we’re already doing? And we haven’t even added the other products. I’m super excited. You know, can we make this a $400,000 account once we add those other products over time, by the end of next year, that’ll be exciting. So, I just wanted to give you guys a little peek under the hood of, of what I’ve been working on. This is only two of my accounts. I run, I still have the Project X. I still have project 5k and there’s other scale stories accounts I’ve been working on as well. So, uh, in a few months I’ll maybe do another, you know, kind of like update episode to let you know what’s been going on these other accounts. If you guys, want to use Helium 10 ads formerly known as atomic, um, to, to be able to get some of these results, you know, do a demo with Helium 10 to run it for a month. We give, I think free trials in like the first month. I use the coupon code SSP20 to save 20% off the Diamond plan up for up to six months, or just use code SSP10 to save 10% off for life with Helium 10.

Bradley Sutton:

And you can try out every single thing, including the MCP that I was teasing. The MCP is going to be ready for Diamond probably next month. Sometime right now it’s only for Elite members but it’ll, you know, it’ll go down to Diamond probably by middle of July and you guys will be able to do every single thing I did, like the stuff that I did guys, it’s not like, oh, I got some special access to Helium 10 and I was using some special unique thing. This is what any Helium 10 member can do using the same exact tools that I did in order to bring this Amazon only sales and double it and cut the ACOS in half almost on one account and how I was able to double the sales on this hemp account year over year using these same tools that you guys have access to. So anyways, hope you guys found this interesting and we’ll see you in the next episode.

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