Your Amazon agency just sent over the monthly report. Roas is up. ACoS looks gre
By Adam Weiler · October 27, 2026 · Curated by George's Blog
Your Amazon agency just sent over the monthly report.
Roas is up. ACoS looks great. Numbers are green across the board.
But before you celebrate — ask one question.
Is that all branded traffic?
Because if it is, your agency isn't growing your brand.
They're just capturing demand you already created.
Here's the difference:
Branded campaigns show ads when someone searches your brand name. That shopper already knows you. They were probably going to buy anyway. Converting them looks great on paper, but it doesn't prove your ads are working — it proves your marketing worked.
Non-branded campaigns are the real test.
When someone searches "magnesium supplement" or "sleep spray" and your product shows up and converts — that's new demand. That's a customer you didn't have before. That's actual growth.
The problem is branded campaigns are easy wins.
Every agency can run them. The metrics look clean. The client stays happy. Nobody has to do the harder work of competing for non-branded keywords.
Here's what to ask for in your next report:
1️⃣ Break out branded vs. non-branded campaign performance — separately
2️⃣ What's the TACoS on non-branded terms? (Total ad spend as a % of total revenue, not just ad revenue)
3️⃣ Are you ranking organically for any non-branded keywords? Are those rankings improving?
The goal of smart Amazon PPC isn't just to convert people who already know you.
It's to build enough non-branded ranking that eventually you're capturing shoppers who've never heard of you.
That's how brands go from known to dominant in their category.
We track both sides — every time, for every brand — because the split tells you whether you actually have momentum or just the appearance of it.
When did you last check what percentage of your Amazon PPC wins are branded vs. non-branded?