How a supplements brand cut ACOS from 46.5% to 35.4% in a week and grew sales $3,781 on less ad spend
A supplements brand on Amazon cut ACOS from 46.50% to 35.37% and TACOS from 6.42% to 5.00% in one week. Total weekly sales grew from $39,054 to $42,835 while ad spend fell $362, a combined weekly impact of about $4,143.
- ACOS
- -11.1 pts
- Weekly sales
- +9.7%
- Weekly impact
- +$4,143
- ACOS · 1 week
- 46.5% to 35.4%
- TACOS
- 6.42% to 5.00%
- Weekly sales
- $39.1K to $42.8K
- Ad spend
- -$362
01The challenge
A supplements brand was selling $39,054 a week on Amazon, with ACOS at 46.50% and PPC sales of $5,389 a week. Too much of the ad budget was going to targets that did not earn it.
When ACOS runs that high, every extra ad dollar costs margin. The account needed to sell more while spending less.
02The approach: The Spend-Down Efficiency Pass
The Spend-Down Efficiency Pass cuts the weakest spend first, then points what is left at the campaigns that already work. The goal is more PPC sales for fewer ad dollars.
Bid down the expensive clicks
Optimized keyword bids to reduce CPC and improve ACOS.
Cut the underperformers
Reduced wasted ad spend by optimizing the keywords and targets that were not converting.
Concentrate on what works
Focused spend on the high-performing campaigns to lift PPC sales while keeping the whole account efficient.
03The results
Comparing October 16-22 with October 23-29, total sales rose from $39,054 to $42,835, up $3,781 or 9.7%. PPC sales rose from $5,389 to $6,060. ACOS fell from 46.50% to 35.37% and TACOS from 6.42% to 5.00%.
Why it worked: ad spend dropped by $362 while sales went up, which only happens when the removed spend was not producing. Combined with the sales gain, the estimated weekly impact is about $4,143.
04FAQ
How do you cut ACOS without losing sales?
Lower bids on high-cost targets, stop spending on non-converting keywords and move budget to campaigns that already convert. Here ACOS fell from 46.50% to 35.37% while weekly sales grew from $39,054 to $42,835.
What is the Spend-Down Efficiency Pass?
A three-step pass: reduce CPC through bid optimization, cut underperforming keywords and targets, and concentrate spend on the highest-performing campaigns.
What is the difference between ACOS and TACOS?
ACOS is ad spend against ad-attributed sales. TACOS is ad spend against total sales. Both improved here, ACOS to 35.37% and TACOS to 5.00%.
Is one week enough to judge?
It is enough to see direction. This is one account over two consecutive weeks, so keep reviewing weekly to confirm it holds.
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Mike Begg
E-commerce operator and business acquirer. Founder of AMZ Commerce Advisers (100+ active Amazon brands, 500+ managed since 2016) and GoAvance. Owner of Reach Social Commerce (50+ TikTok Shop launches). Amazon Ads Advanced Partner. Based in Guadalajara, Mexico.
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