26% More Amazon Purchases on 7% More Ad Spend for a Fireplace Retailer

This client is a fireplace retailer selling through Amazon, where Amazon Ads is their main paid channel. We manage the account across Sponsored Products, Sponsored Brands, Sponsored Brands Video and Sponsored Display, and the brief for 2024 was straightforward: grow sales and orders without the budget growing at the same pace.

Comparing 2024 with 2023, sales rose from £1.4m to £1.6m (+19.15%) and purchases from 4,596 to 5,802 (+26.24%), while ad spend rose only 6.85%, from £291k to £311k. That gap is where the efficiency shows: ROAS improved from 4.73x to 5.27x, cost per purchase fell from £63.29 to £53.57 (-15.36%), and conversion rate climbed from 1.74% to 2.19%. Impressions grew 33.85% to just under 99 million, so the account reached more shoppers and converted a higher share of them.

Sponsored Products remained the engine, growing sales 35% to £1.26m and purchases 32% to 4,604. The standout was Sponsored Display, which went from £80k to £300k in sales (+272.51%) and from 211 to 972 purchases, with its ROAS nearly doubling from 4.77x to 8.86x. New campaigns launched in 2024 delivered the strongest returns of all: Sponsored Display brand retargeting at 28.18x and 42.27x, Sponsored Products brand keyword campaigns at 15.07x and 26.28x, and Sponsored Brands at 10.92x, with the video variant at 6.70x. Together they turned a modest increase in spend into a much larger increase in sales.

In 2023 the account spent £291k on Amazon Ads and returned £1.37m in sales, a 4.73x ROAS, with Sponsored Products carrying almost all of the volume and Sponsored Display a small contributor at £80k. The brief for 2024 was to grow sales and orders without letting spend grow at the same rate.