Amazon support｜Record sales
Overview
| Item | Detail |
|---|---|
| Industry | Manufacturer |
| Price | About ¥10,000 |
| Result | ① Record sales ② Amazon CAC from ¥5,000 to ¥2,000 |
| Channel | Amazon |
| Scope | From marketing strategy through execution |
The first complaint was that the agency was slow. Looking at the work itself, the structure was still losing money even as sales came in. We replaced the agency, moved ads from auto to manual, and the replacement month became record sales.
Challenges the client faced
| Issue | What was happening |
|---|---|
| Speed | The agency was slow |
| Substance | Unclear what was actually being done |
| Reporting | The reports did not explain the work |
At first, what showed up was agency speed. Slow replies. Slow tactics. That part was true.
It did not stop there. Unclear what was being done. Reports that still did not explain it. Numbers arrived. How the current setup affected profit did not.
Slowness was the entrance. The real issue was work moving forward without anyone seeing the inside.
How we solved it
| Approach | What we did |
|---|---|
| Priority | Turn a loss-making marketplace profitable first |
| Agency replacement | Lower fees, rebuild for speed |
| CAC control | Rebuild past numbers into an Amazon P/L, and look at total acquisition cost |
| Amazon ads | Auto to manual. CAC from ¥5,000 to ¥2,000 |
The urgent job was to make a loss-making marketplace profitable. Speed itself was not the goal. A state where sales still leave profit.
Agency replacement
We changed the agency. Lower fees, a setup that could move. We also chose a partner who could bring CAC down, not only CPA.
CAC control
Many agencies stop at CPA, the unit cost of one tactic. CAC is the total cost of acquiring a customer. Without total sales and profit, the business does not keep profit.
We rebuilt past numbers into an Amazon P/L. Total acquisition cost as CAC. Sales and profit, looked at as a whole.
Amazon ads
Ads that had been running on auto moved to manual. Strategy first, then operations. CAC from ¥5,000 to ¥2,000. In the replacement month, CAC came down and sales hit a record.