TACOS Tuesday - Amazon Ads Tactics

Sebastian Hargreaves takes the mic solo this week while Hamish Conway enjoys a well-earned break, unpacking why rule-based automations often fail in Amazon advertising. He reveals how rigid look-back windows, over-optimisation, and limited bid adjustments can actually create more work and weaker results and why success on Amazon requires both art and science. With actionable insights and practical case studies, this episode delivers strategies to help sellers sharpen their bidding approach, improve campaign performance, and drive profitable growth on Amazon.

In this episode of Tacos Tuesday, Hamish Conway and Sebastian Hargreaves dive into the debate of Amazon vs Meta advertising and what it means for e-commerce brands. They unpack why consumers often shift from social media ads to shopping on Amazon, highlighting the platform’s trust factor, fast delivery, high conversion rates, and strong customer protection. You’ll also learn how to protect your brand with Amazon Brand Registry, manage IP risks, and leverage both Amazon and Meta to create a blended strategy that drives growth. If you want insights on e-commerce strategy, Amazon ads, DTC costs, conversion optimisation, and building brand control online, this episode is packed with takeaways.

In Episode 55 of TACOS Tuesday, Hamish Conway and Sebastian Hargreaves break down one of the most confusing yet critical debates in Amazon advertising : TACOS versus ACOS. You’ll learn how TACOS guides big-picture strategy, how ACOS informs day-to-day optimisation, and why clarity around campaign goals prevents wasted spend and lost ranking opportunities. Along the way, they reveal how to spot and fix cannibalisation, use contribution margins to set smarter bids, and know when it’s time to double down on ad spend to fuel organic rank and sales growth. If you want to master the balance between profit and growth, this episode gives you the clarity to make confident advertising decisions.   Download Slides Here : https://gosellglobal.com/wp-content/uploads/2025/09/Ep-55-SQ-TACOS-v-ACOS-Both-Matter-For-Different-Reasons.pdf   👉 If you’d like Seb to take a closer look at your Amazon Ads and give you clarity on your TACOS, ACOS, and campaign objectives, you can book a free spotlight audit with him here: ⁠https://calendly.com/sebastianhargreaves/30min

In Episode 54 of TACOS Tuesday, Hamish Conway and Sebastian Hargreaves break down one of the most powerful yet overlooked levers in Amazon advertising - harvesting search terms. They reveal how moving winning keywords from auto campaigns into targeted exact match campaigns can dramatically improve ROI, reduce wasted ad spend, and unlock new growth opportunities. You’ll learn what makes a search term worth harvesting, why even high ACOS keywords can still be valuable, the dangers of low-volume terms, and how to set bids that align with your growth or profit goals. Whether you’re focused on scaling or efficiency, this episode gives you a clear framework to take control of your Amazon ads and maximise results. Download Slides here : https://gosellglobal.com/wp-content/uploads/2025/09/How-to-use-Harvesting-to-Maximize-your-Return.pdf

In Episode 53 of TACOS Tuesday, Hamish Conway and Sebastian Hargreaves break down the key differences between Amazon Ads results on Amazon USA and Amazon Australia. Drawing on aggregated client data from millions in ad spend, they reveal insights into click costs, conversion rates, ROAS, TACOS, and the opportunities that exist for brands in both markets. Discover why cost-per-click is over 150% higher in the US, why ad conversion rates in Australia can outperform the US, and how brands can avoid “CPC jail” by building long-term strategies beyond search ads. For US sellers eyeing new growth opportunities or Australian brands ready to scale before the market gets more competitive, this episode highlights where the real opportunities lie and how to make Amazon ads work as part of your broader eCommerce growth strategy.   Download Slides Here : https://gosellglobal.com/wp-content/uploads/2025/08/Amazon-USA-v-AU.pdf  

In episode 52 of TACOS Tuesday, Hamish Conway and Sebastian Hargreaves reveal how to take control of your Amazon ACOS by shifting focus from ad spend to measuring revenue per click. They break down why revenue per click is a more powerful metric than ACoS alone, how to spot hidden inefficiencies in your campaigns, and practical steps to scale profitably without wasting ad dollars. You’ll also learn how this approach changes bidding strategies, improves keyword targeting, and gives you clarity on where to double down for growth. They also discuss how to compare campaign performance across different product ranges, how to identify when higher ACOS can still be profitable, and how to use revenue per click to make smarter decisions around scaling. If you’re looking to reduce wasted spend and increase profitability on Amazon, this episode gives you the framework to make data-driven advertising decisions and win more sales. Download Slides here: https://gosellglobal.com/wp-content/uploads/2025/08/Advertising-Training-Why-Revenue-Per-Click-is-King.pdf You can view previous episodes here: https://gosellglobal.com/knowledge/podcast/ Enjoy the show and as always, follow, review, and share. Thank you 

In Episode 51 of TACOS Tuesday, Hamish Conway and Sebastian Hargreaves unpack three revealing insights from their Amazon ads audits—insights that could be quietly draining your budget and holding back your growth. Drawing on data from dozens of brands and millions in ad spend, they explore how many sellers lean too heavily on Sponsored Products while underusing high-potential ad types like Sponsored Display, the hidden risks of over-investing in branded search terms that can cannibalise your own sales, and the often-overlooked problem of wasted ad spend across broad, phrase, and auto targeting. They also share benchmarks to help you measure whether your ACOS and ad efficiency are truly competitive, and practical ways to reallocate your budget for stronger returns. Tune in to find out how your performance stacks up, and how small strategic shifts can lead to big gains on Amazon.

In this special 50th episode, we celebrate one year of our TACOS Tuesday Podcast - it’s our first birthday! Hamish Conway and Sebastian Hargreaves reflect on what a year of weekly episodes has revealed about winning on Amazon, and what’s next. They dig into the rise of challenger brands, the decline of early-mover advantage, the explosive growth of Prime in Australia, and how AI and content velocity are changing the game. You’ll hear how to future-proof your brand, scale profitably with TACOS, and navigate rising CPCs, DSP, and Amazon’s evolving ad ecosystem. Whether you’re an emerging seller or an established brand, this episode offers fresh insights, real-world examples, and forward-looking strategies to help you stay competitive and keep growing on Amazon.

Amazon has pulled the plug on Google Shopping ads - so what does that mean for brands? In this episode, Hamish and Sebastian break down why Amazon may have made this move, the trends pointing to declining external traffic, and how brands can adapt. Discover strategies to monitor your metrics, fill traffic gaps with smart ad spend, test new channels like Google Shopping on your own, and leverage Amazon’s customer journey analytics to uncover where your shoppers are coming from. If you’re selling on Amazon, this episode is packed with actionable steps to navigate the shifting landscape.

In this short and sharp solo episode, Sebastian Hargreaves breaks down the key takeaways from Prime 2025, unpacking the data behind ad performance during the high-volume event. He reveals why ROAS dropped despite a 200% spike in ad sales, the critical role of Prime Deal badges, and how strategic spend, especially on the first and last days can make or break your results. If you're planning for Black Friday or future Prime events, this episode is packed with actionable insights to sharpen your Amazon ad game.

Ready to stop guessing where your Amazon ad dollars are going? Hamish Conway and Sebastian Hargreaves reveal what six months of real Sponsored Products data from Amazon Australia tells us about which placements are actually performing. They unpack surprising insights on cost-per-click, conversion rates, and ROAS across top of search, rest of search, and product pages - highlighting where most brands are overspending or missing opportunities entirely. You’ll also hear why product page ads may be undervalued, how to structure your campaigns for scale, and why now is the time to double down on Amazon AU before competition and costs catch up. If you're running ads on Amazon AU, this episode is packed with sharp, actionable takeaways to help you optimise spend and scale smarter while the market is still underpriced.

This week on TACOS Tuesday, Hamish Conway sits down with Jim Vrondas from WorldFirst for a timely dive into the world of international payments, currency volatility, and the hidden costs that e-commerce sellers often overlook. Jim shares expert insights on how brands can protect profit margins with smart hedging strategies, avoid the double-conversion trap, and manage expenses more efficiently across borders. With real-world examples and a clear look at trends in global e-commerce, this episode offers practical tips for sellers scaling across marketplaces and markets - from the US to Europe to Southeast Asia. For sellers looking to save money, time and gain peace of mind when expanding globally, reach out via WorldFirst https://www.worldfirst.com/au/ or connect directly with Jim on LinkedIn https://www.linkedin.com/in/jimvrondas/?originalSubdomain=au, and start simplifying your cross‑border payments today.

  This week on TACOS Tuesday, Hamish Conway sits down with Timothy Malakou, Brand Manager at Sheldon and Hammond, one of Australia’s most respected distributors of premium home and kitchenware. Representing powerhouse brands like OXO, Scanpan, Global Knives, and Avanti, Sheldon and Hammond has seen remarkable growth on Amazon, with a 45% lift in ad-attributed sales and 35% total sales growth in just 12 months. Tim shares his journey, insights into brand building on Amazon, and how they’ve balanced retail partnerships with DTC growth. Packed with practical takeaways on negotiation, ad strategy, and product launches, this episode is a must-listen for any brand navigating the evolving e-commerce landscape.

In Episode 44 of TACOS Tuesday, Hamish Conway and Sebastian Hargreaves break down exactly how to prepare for Amazon Prime Day - whether you’ve secured official deals or not. With just weeks to go, they cover the key steps to maximise sales: from ad strategies and pricing tactics to managing budgets across the crucial first, middle, and final days. They also reveal smart lead-in and lead-out moves, how to avoid wasted ad spend, and why some sellers might benefit from holding back. If you want a clear, profit-focused game plan for Prime Day, this one’s a must-listen.

In this episode, Hamish Conway and Sebastian Hargreaves break down the “secret sauce” to setting effective objectives for Amazon Ads. They walk through a practical framework to determine your contribution margin, define whether your focus is growth or profit, and calculate a target ACoS to guide smart bidding. Learn how to structure campaigns by job ranking, research, or profit and why assigning the right objective to each campaign can unlock scale and efficiency. This episode is perfect for brands looking to eliminate wasted spend and turn Amazon into a predictable growth engine.

In Part 2 of this deep dive into Amazon’s evolving search algorithm, Hamish Conway is joined again by Viktoriya, Sell Global Account Director, to explore Rufus - Amazon’s new AI-powered shopping assistant. They break down how Rufus builds on the Cosmo algorithm to deliver more personalised, intent-led search results, and why this shift is a game-changer for sellers. Viktoriya shares insights on how to optimise listings for natural language queries, leverage images and video to boost relevance, and why brands who act now will have the edge. They also explore how Rufus is already reshaping ad placements and opening up new visibility for challenger brands. If you’re selling on Amazon, this is essential listening to stay ahead of what’s coming next.

Amazon’s algorithm is changing - fast. In this episode, Hamish Conway is joined by Viktoriya, Sell Global Account Director and experienced Amazon seller, to explore the shift from keyword-based search to AI-driven intent. They break down how the new Cosmo algorithm works, how it’s already transforming search results in the US, and what sellers need to do to stay visible. Viktoriya shares actionable strategies for creating content that resonates with buyer intent, the rising importance of user-generated content, and how to future-proof your listings with smarter targeting and richer media. A must-listen for any brand wanting to stay ahead of the curve as Amazon redefines how products are discovered.

In this episode of Tacos Tuesday, Hamish Conway and Sebastian Hargreaves dive into a strategic analysis of Amazon Prime Day advertising performance. They walk through a real example using cohort analysis to assess the long-term impact of Prime Day deals on customer lifetime value and acquisition costs. Listeners will learn how to evaluate whether Prime promotions are truly worth the investment, how to calculate their target cost per acquisition, and why understanding these metrics can unlock scalable growth. Ideal for sellers aiming to refine their Prime Day strategy with data-driven insights.

In this episode, Hamish Conway and Sebastian Hargreaves unpack the key challenges around managing your margins when selling on Amazon Australia as a vendor. They take a deep dive into the various vendor programs like AVS, Vine, Subscribe & Save, and A+ Premium, highlighting which ones offer real value and which ones may be quietly eating into your profits. You’ll learn why many brands are unintentionally underfunding their advertising, how to approach vendor negotiations with confidence, and why treating Amazon as a hybrid of wholesale and direct-to-consumer is essential. Packed with real-world examples and strategic advice, this episode offers a clear roadmap to help brands protect their margins and grow sustainably on Amazon AU.     Enjoy the show and as always, follow, review, and share. Thank you. 📩 👍

In this episode of Tacos Tuesday, “Middle Months – What We Are Doing For Our Clients Right Now,” Hamish and Sebastian break down the strategies they’re using to navigate the seasonal lull between Q1 momentum and Prime Day build-up. They discuss how to adjust bids based on changing conversion rates, and how brands can use historical data to stay profitable during off-season slumps. They also touch on why Amazon vendors are being pushed toward higher average sale price products. Whether you’re a vendor or third-party seller, this episode gives real-time insight into staying sharp if or when the market cools.