A good ROAS can hide a bad business.
Managing Amazon by ACoS and ROAS alone often overlooks margin, organic impact, and the quality of the product detail page.
- Campaigns grow, but contribution margin and break-even ACoS are not clearly defined
- Search terms, bids, and campaign structures are optimized without clear hypotheses
- Listings and content limit conversion while more ad budget is spent
- Organic revenue share, TACoS, and availability are looked at separately from each other
- Reporting describes numbers but delivers no prioritized decisions