How a peanut butter brand grew Amazon sales 18% on flat ad spend with SKU isolation
A multi-pack peanut butter brand on Amazon was leaking ad spend across broad, auto and phrase campaigns while multiple product variations competed for the same budget. In one week, total sales grew 18% to $20,612 while ad spend stayed flat, TACoS improved from 7.6% to 6.5%, and ACoS held steady at about 22%. The unlock was isolating budget to one SKU per campaign, not spending more.
- Total Sales
- $17,536 → $20,612/wk
- TACoS
- 7.6% → 6.5%
- ACoS held steady
- ~22%
- Total Sales · 1 week
- +18%
- Added weekly revenue
- $3,076
- TACoS (from 7.6%)
- 6.5%
- The core move
- 1 SKU / campaign
01The challenge
A multi-pack peanut butter brand on Amazon was running $17,536 a week in total sales, but the ad account was leaking. Non-converting search terms were still live across Auto, Broad and Phrase campaigns, and several product variations were competing against each other inside the same campaigns for the same budget.
TACoS sat at 7.6%, higher than it needed to be for the sales volume the account was doing. The account wasn't underspending. It was spending in the wrong places.
02The approach: The SKU-Isolation Efficiency Stack
The SKU-Isolation Efficiency Stack is three moves that compound: cut what isn't converting, protect budget for what's already working, and stop making product variations compete with each other.
Cut non-converting spend
Added negatives across Auto, Broad and Phrase campaigns to remove search terms that were drawing budget without converting.
Cap and focus the budget
Kept overall spend flat and directed it at the top-converting FBA SKUs and pack sizes, instead of spreading it evenly across the catalog.
Isolate one SKU per campaign
Restructured so each campaign advertised a single SKU. That meant budget went to the strongest-converting variation in each category, rather than splitting between variations that were quietly cannibalizing each other's spend.
03The results
In one week, total sales grew 18% to $20,612, up from $17,536, while ad spend stayed flat. TACoS improved from 7.6% to 6.5%, meaning ads now take a smaller share of total revenue. ACoS held steady at about 22% through the change, showing the growth came from efficiency, not from spending more.
Why it worked: the gap wasn't a spend problem, it was an allocation problem. Cutting waste freed budget, and isolating SKUs stopped that freed budget from being split between competing variations. Once each campaign had a single, focused job, the account's existing spend went further without adding a dollar to the budget.
04FAQ
How did an Amazon peanut butter brand grow sales 18% without increasing ad spend?
By isolating budget instead of spreading it. The team cut non-converting search terms across Auto, Broad and Phrase campaigns, capped spend on the top-converting SKUs and pack sizes, and restructured campaigns so each one advertised a single SKU. Total sales grew from $17,536 to $20,612 in one week on the same budget.
What is the SKU-Isolation Efficiency Stack?
A three-move sequence: remove non-converting spend with negatives, cap and focus budget on what already converts, and run one SKU per campaign so variations stop competing against each other for the same dollars.
Why does running one SKU per campaign improve efficiency?
When multiple product variations share a campaign, Amazon's algorithm splits impressions and budget between them, often favoring whichever variation is converting best at that moment rather than the one the seller most wants to grow. Isolating each SKU into its own campaign removes that internal competition.
Does this apply outside peanut butter or food brands?
Yes. Any Amazon account with multiple SKUs or pack sizes sharing ad campaigns, and any account carrying non-converting search terms in Auto or Broad match types, can apply the same sequence: cut waste, focus budget, isolate SKUs.
One operator case study a week, in your inbox.
The framework, the numbers, the why-it-worked. No fluff. Same voice as this page.
SubscribeWork With Me
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.
Featured on BiggerPockets, Millionaire Interviews, Practical Ecommerce, and more about Mike Begg →