// SERVICE 09 · COMMERCE

Retail media built for marketplace economics, not display assumptions.

Senior-led retail media management across Amazon Ads, Walmart Connect, Target Roundel, and off-marketplace DSP. Sponsored Products architecture, Sponsored Brands strategy, and Amazon DSP retargeting calibrated to marketplace economics — not transplanted Google Ads playbooks.

Get a free Amazon Ads audit

// PLATFORMS WE OPERATE ACROSS

Amazon Ads

Amazon DSP

Walmart Connect

Target Roundel

Why most Amazon Ads accounts underperform their potential.

Most brands treat Amazon Ads like Google Ads with different login credentials. The platforms look similar. They behave nothing alike.

Amazon is now the third-largest digital ad platform globally, projected to reach US$60B in advertising revenue by 2026. For brands selling on Amazon, paid placement isn't optional — organic visibility on most product categories has been crowded out by Sponsored Products to the extent that 'organic ranking' is largely a function of paid sales velocity. Yet most brands run Amazon Ads as an afterthought to their Google and Meta programmes, by the same agency, with the same playbook.

Three patterns show up in every retail media audit. One: Sponsored Products campaigns running on automatic targeting only, with no exact-match harvesting from search term reports — burning budget on irrelevant queries that should be added as negatives. Two: bidding by ACoS target rather than TACoS (true ad cost of sales) — over-investing in keywords with high organic rank and under-investing in keywords with growth potential. Three: Amazon DSP either not deployed, or running on default audience segments without first-party customer data integration.

The platform economics are different. Click costs are settled at marketplace level, not auction level. Attribution windows are 7 or 14 days, not 30 or 90. Algorithms optimise toward unit sales, not click-throughs. Brand visibility and product detail page conversion rate matter more than landing page experience. Tactics that work in Google Ads actively underperform on Amazon.

Done right, retail media is one of the highest-margin channels in a media plan — for brands committed to learning how it actually works.

// HOW WE WORK

Our six-step Retail Media methodology.

Every engagement follows the same architecture, calibrated to your business model, customer economics, and operational constraints.

Account & ASIN audit

Pull 12 months of advertising data, organic ranking data, and Brand Analytics search query reports. Map sales velocity per ASIN against ad spend, identify high-organic ASINs that should reduce paid investment, and identify under-funded ASINs with growth headroom.

Keyword & search term strategy

Build out exact-match campaigns from search term harvesting. Negative keyword expansion to eliminate wasted spend. Brand Analytics integration to identify high-conversion search terms competitors are winning. Sponsored Brand video and headline search ad strategy for category-defining keywords.

Campaign architecture

Restructure into purpose-built campaigns: brand defence, competitor conquesting, category growth, new product launch, top-of-search placements. Each campaign with distinct bid strategies, budget logic, and measurement framework. Sponsored Products, Sponsored Brands, Sponsored Display — each playing its specific role.

Amazon DSP & off-marketplace

Deploy Amazon DSP for retargeting off-Amazon traffic, competitor conquesting, and category-of-shoppers prospecting. Integration with first-party customer data via Amazon Marketing Cloud (AMC) for clients meeting volume thresholds. Off-marketplace expansion to Walmart Connect, Target Roundel where relevant.

Product detail page (PDP) optimisation

Conversion rate at the PDP is half the equation. Title hygiene, bullet structure, A+ content modules, image strategy, video integration, and review velocity all affect both ad performance and organic ranking. We coordinate with brand teams to optimise PDPs as part of the paid strategy.

TACoS-based measurement

Move from ACoS targets (paid cost / paid sales) to TACoS (true ad cost / total sales). TACoS captures the halo effect of paid ads driving organic ranking improvements. Bidding strategy then optimises for incremental sales, not just attributed sales. Reported monthly with category benchmarks.

// WHAT'S INCLUDED

Everything in a Retail Media engagement.

Amazon Ads management — Sponsored Products, Sponsored Brands, Sponsored Display
Amazon DSP — programmatic retargeting and prospecting via Amazon's DSP
Walmart Connect — for brands with Walmart US distribution
Target Roundel — for brands with Target distribution
Off-marketplace retargeting — DSP retargeting of marketplace visitors via third-party DSPs
Search term & keyword strategy — exact-match harvesting, negative expansion, competitor conquesting

PDP optimisation guidance — title, bullets, A+ content, image and video strategy
Amazon Marketing Cloud (AMC) — first-party data integration for qualified accounts
Brand Analytics integration — for competitor and search query intelligence
TACoS-based reporting — true ad cost of sales, including organic halo effect
New product launch playbooks — AMS launch sequence, ranking velocity, vine programme coordination
Direct strategist access — senior retail media specialist, no junior account manager

// PROVEN ACROSS

Industries we've delivered retail media for.

Senior specialists with hands-on operator experience across the verticals that matter most.

Retail & E-commerce

Multi-SKU catalogues, margin-aware bidding, seasonal demand modelling. Clients include Best&Less, Runaway The Label, Ozmobiles, and Icon By Design.

Health, Fitness & Supplements

TGA-compliant claims, subscription LTV optimisation, conversion-quality tracking. Clients include Fitness First, Body Science, The Man Shake, and Zap.

Travel, Auto & Services

Geo-targeted intent, seasonal demand, lead-quality measurement. Clients include Hertz and iBuyNew.

B2B & Lead Generation

Long sales cycles, CRM-integrated measurement, MQL-to-SQL pipeline modelling, offline conversion imports.

// RESULTS

What senior-led retail media delivers.

+215%

Amazon revenue (12 months)

DTC supplement brand. Sponsored Products restructure + DSP deployment + PDP optimisation programme.

7.4×

TACoS improvement

Home goods brand. Brand defence + competitor conquesting + Sponsored Display retargeting.

−42%

ACoS on new product launch

Beauty brand. Vine programme coordination + ranking velocity strategy + Sponsored Brand video.

// ENGAGEMENT

How pricing works.

Retail media management is offered as a monthly retainer starting from $4,500/month + GST, calibrated to ASIN catalogue size, ad spend volume, and platform scope. Amazon alone, or Amazon + Walmart + Target combined.

Ad spend is billed separately, direct to Amazon and other marketplaces. We don't charge a percentage of media spend — the same commission-conflict logic applies to retail media as to Google and Meta.

Amazon DSP minimum spend is US$15,000/month set by Amazon itself. For brands not yet at that threshold, we focus on Sponsored Products and Sponsored Brands, with DSP deployed once volume warrants. We won't sell you something Amazon won't deliver.

Every engagement starts with a free Amazon Ads audit valued at $1,500 — written assessment of campaign structure, keyword strategy, PDP optimisation, and TACoS performance, with three to seven specific fixes implementable independently of working with us further.

// QUESTIONS

Retail Media FAQs.

How does Amazon Ads differ from Google Ads?+

Fundamentally different in attribution, algorithm, and platform economics. Amazon optimises toward unit sales, not clicks. Attribution windows are 7 or 14 days. Click cost reflects marketplace dynamics, not auction-only logic. Brand visibility on Amazon affects organic ranking through sales velocity. Tactics from Google Ads (broad-match keyword strategies, last-click attribution thinking, landing page CRO) actively underperform on Amazon.

What's the minimum spend for Amazon Ads to make sense?+

Amazon Sponsored Products and Sponsored Brands work down to $3,000-5,000/month if you have a focused catalogue (under 50 ASINs). Amazon DSP requires US$15,000/month minimum set by Amazon. Below $3k/month, the management overhead and tool costs eat too much of the ROI — DIY tools like Helium 10 are more cost-effective at that level.

What's TACoS and why does it matter?+

TACoS (True Advertising Cost of Sales) = total ad spend / total sales (paid + organic). It captures the halo effect of paid ads on organic ranking. ACoS (Ad Cost of Sales) measures only attributed paid performance and misses 30-50% of paid spend's actual contribution through organic ranking improvements. TACoS-based bidding produces materially better business outcomes.

Should we be on Walmart Connect and Target Roundel?+

Only if you have US distribution in those retailers — they're closed marketplaces. For brands with Australian-only distribution, Amazon AU is the primary retail media surface. eBay Promoted Listings is sometimes worth running but at much smaller scale. Catch.com.au has very limited paid surface area.

How is attribution handled in retail media?+

Amazon attribution is closed-loop within Amazon — every paid click and resulting sale is tracked within the platform. Off-Amazon DSP traffic is tracked via Amazon Attribution tags. For total measurement, we recommend Amazon Marketing Cloud (AMC) integration for qualified accounts — gives unified view of paid Amazon, paid off-Amazon, and organic Amazon performance.

Do you handle Sponsored Display and Amazon DSP?+

Yes — Sponsored Display is part of Sponsored Ads (managed through the same interface as Sponsored Products). Amazon DSP is a separate programmatic platform with US$15k/month minimum that we manage for qualifying clients. The platforms serve different roles: Sponsored Display for self-service retargeting, Amazon DSP for upper-funnel prospecting and off-Amazon reach.

How long until results show?+

Sponsored Products restructure shows ACoS improvements within 14-30 days. TACoS improvements (including organic ranking lift) compound over 60-120 days as Amazon's algorithm responds to increased sales velocity. PDP optimisation effects are usually visible within 30 days. New product launches benefit from accelerated ranking velocity strategies that produce results within 60-90 days.

// LIVE · Senior specialist standing by

Want an audit of your retail media programme?

Free, full-account review valued at $1,500-2,500. Specific fixes, written report, no obligation.

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