Your ad spend has two possible beneficiaries.
By Ant Finch · July 29, 2026 · Curated by George's Blog
Your ad spend has two possible beneficiaries.
You or Amazon.
Here's how to work out who it's actually working for:
Performance is reported in ACoS a metric built on retail price you don't earn.
Spend goes up every quarter but nobody can show incremental units
Your best converting terms are your own brand name
Budget decisions are made by whoever runs the console, not whoever owns the P&L
Nobody has ever calculated cost per incremental unit against net margin at invoice price
If most of that list sounds familiar, your ad budget is doing a brilliant job.
Just not for you.
It's driving Amazon's flywheel, funding their ad business, and defending shelf space you'd probably win anyway.
The fix isn't spending less on ads
It's measuring it properly...at invoice price, what you actually get.
Who in your business owns the link between ad spend and net margin?
----
🚀 I help Amazon vendors increase their margins by 5-20% in 90 days.