Quick Decision Framework
- Who this is for: Small business owners selling on Amazon who are struggling with high advertising costs and low profitability
- Skip if: You’re already achieving a healthy ACoS (under 40%), or you don’t have budget for strategic advertising optimization
- Key benefit: Cut wasted ad spend in half while tripling ad-driven sales through focused targeting and hero product strategy
- What you’ll need: Amazon Seller account, advertising budget, willingness to focus on top-performing products instead of promoting everything
- Time to complete: 30 days to see measurable results with proper strategy implementation
Many small businesses believe they must outspend larger competitors to succeed on Amazon, but that’s simply not true. The real breakthrough comes when strategy connects premium products with the right audience.
eStore Factory, a full Amazon consultancy, has revealed how a Wyoming-based small business specialized in handcrafted wooden kitchenware turned a struggling Amazon Storefront into a high-growth brand in just 30 days. By moving away from broad, expensive advertising and focusing on artisanal value, the brand saw total sales jump from $1,654.41 in October to $5,982.13 in November 2025—a 261% revenue increase.
What You’ll Learn
- How a “hero product” strategy cut wasted ad spend and boosted visibility for top sellers
- Why cleaning up search traffic improved advertising efficiency by over 50%
- The exact results: 300% increase in ad sales and ACoS drop from 85% to 40%
- How reactivating older successful campaigns provided instant visibility without starting from scratch
- Why artisanal brands can thrive when data-driven decisions replace broad advertising
The Challenge: Premium Products Lost in a Crowded Marketplace
The kitchenware category on Amazon is crowded with mass-produced items, making it hard for premium, handcrafted brands to stand out. Before the intervention, this Wyoming brand suffered from an advertising cost of sales (ACoS) of nearly 85%. The issue was not the quality of their products—the issue was that their ads were reaching the wrong people.
When you’re spending 85 cents on advertising for every dollar of revenue, you’re not building a business. You’re funding Amazon’s ad platform while your margins disappear. This is the reality for thousands of small businesses trying to compete on the world’s largest marketplace without a focused strategy.
The Hero Product Strategy: Focus Beats Spread
The team at eStore Factory implemented a “hero product” strategy that changed everything. Instead of trying to sell every item at once, they identified the top-selling pieces that customers loved most. They redirected the budget to these specific items, ensuring that the brand’s most popular products were always visible to high-intent shoppers.
The agency also reactivated older campaigns that had a history of success, giving the brand an instant boost in visibility without the long wait of starting from scratch. This approach recognized that not all products deserve equal advertising investment—some items naturally resonate with customers and deserve the spotlight.
Eliminating Wasted Ad Spend Through Search Traffic Cleanup
As experienced Amazon advertising specialists, the eStore Factory team controlled wasted ad spend by cleaning up search traffic and removing irrelevant search terms that were costing money without bringing in buyers. This allowed the brand to spend smarter, not harder.
The results were immediate and dramatic. The brand’s ad-driven sales grew by over 300%, while organic sales nearly tripled as products climbed higher in Amazon search rankings. When your paid advertising performs well, Amazon’s algorithm rewards you with better organic visibility—creating a compounding effect that accelerates growth.
The Numbers: From Struggling to Thriving in 30 Days
By the end of November, the brand’s advertising efficiency had improved by over 50%. The ACoS dropped from 84.82% to a much more manageable 40.64%. This shift proved that artisanal brands can thrive in competitive marketplaces when they prioritize data-driven decisions over broad, unfocused advertising.
Total sales increased from $1,654.41 to $5,982.13—a 261% jump in a single month. More importantly, the brand now had a sustainable growth engine that rewarded their craftsmanship instead of draining their resources.
What This Means for Other Small Businesses on Amazon
“Many small businesses believe they must outspend larger competitors to succeed on Amazon, but that’s simply not true,” says Jimi Patel, founder of eStore Factory. “The real breakthrough comes when strategy connects premium products with the right audience. When done correctly, it generates clicks and builds a base of loyal customers. It’s about creating a sustainable growth engine that rewards the brand’s effort, not one that drains their resources.”
This story highlights that even with a small starting budget, a focus on high-performing products and tight cost controls can lead to transformational results. The key is not spending more—it’s spending smarter on what already works.
About eStore Factory
eStore Factory is an award-winning e-commerce agency listed on Amazon’s SPN network, top-rated on Upwork, Clutch, and Trustpilot, and named one of the “Top 10 Amazon Consultants in the World” by Times Business News.
Since 2014, eStore Factory has helped brands of all sizes navigate the complexities of the Amazon marketplace. From humble beginnings, the company has grown into a team of over 50 remote experts, specializing in Amazon product listing optimization, PPC management, account management, and Amazon Marketing Service. eStore Factory partners with clients at every stage of their Amazon journey to drive measurable success.
Frequently Asked Questions
What is a hero product strategy on Amazon?
A hero product strategy focuses advertising budget on your top-selling, highest-performing products instead of spreading budget across your entire catalog. This approach ensures your best products get maximum visibility to high-intent shoppers, improving both conversion rates and advertising efficiency.
What is a good ACoS (Advertising Cost of Sales) on Amazon?
A healthy ACoS typically ranges from 15-40%, depending on your profit margins and business goals. An ACoS of 85% (spending 85 cents to make $1) is unsustainable for most businesses. The Wyoming kitchenware brand reduced their ACoS from 84.82% to 40.64%, making their advertising profitable.
How long does it take to see results from Amazon advertising optimization?
With proper strategy implementation, meaningful results can appear within 30 days. The Wyoming brand saw a 261% revenue increase and 300% boost in ad-driven sales within one month by implementing focused targeting and eliminating wasted ad spend.
Can small businesses compete with larger brands on Amazon?
Yes, but not by trying to outspend them. Small businesses succeed on Amazon by focusing on niche positioning, premium quality, and strategic advertising that connects their products with the right audience. Artisanal and handcrafted brands can thrive when they emphasize their unique value instead of competing on price.
What is the benefit of reactivating old Amazon campaigns?
Reactivating campaigns with proven historical success provides instant visibility without the learning curve of starting new campaigns from scratch. These campaigns already have performance data and established keyword relevance, allowing you to leverage past success for immediate results.
