Introduction
Amazon presents a huge opportunity for B2B manufacturers, but without the right strategy, many accounts remain dormant. Below, we describe step-by-step how — by leveraging data, precise optimization, and expanding sales channels — we transformed an inactive account into a primary revenue source for the client.
Challenges:
- The Amazon account was active but had no sales or reviews.
- Lack of visibility in search results – suboptimal listings.
- Rising offline distribution costs and concerns about Amazon fees.
- Lack of in-house e-commerce and Amazon Ads expertise.
Goals:
- Achieving PLN 1 million in monthly revenue within a year.
- Profitable advertising: advertising cost not exceeding 30% of ad revenue.
- Gathering a minimum of 100 reviews (average rating 4.5★+).
- Sales diversification with eBay (min. 10% share of GMV).
Our approach – step-by-step details
To boost aluminum ladder sales on Amazon from zero to PLN 6 million monthly, we implemented a five-step Amazonway strategy: account audit, A9 algorithm-compliant listing optimization, profitable PPC advertising, expansion to eBay, and continuous KPI reporting. Below, you'll find details of each step and see how precise data analysis translated into sales scaling in a niche tools category.
Audit and analysis
The first month of work was dedicated to an in-depth assessment of the situation:
- Account health – we checked ASIN statuses, Brand Registry, Amazon warnings, FBA delays.
- Logistics costs – we analyzed fulfillment and storage fees, identifying areas where FBA "eats into" margins (e.g., oversize vs. standard).
- Competitor map – we identified 12 main ladder brands in the USA and EU, comparing their prices, reviews, bestseller rankings, and keywords.
- Demand research – using Helium 10/JungleScout, we built a list of ➜ 1,500 phrases; from these, we selected 70 key ones (search volume > 1,000/month, competition < med).
- KPIs – we established advertising profitability thresholds (ACoS ≤ 30%, TACoS ≤ 15%) and a conversion target (CR 3%+).
Listing optimization
Months 2 – 4 involved catalog restructuring and creating a "wow effect" on the product page:
- Testing phase (auto + research) – automatic and broad manual campaigns at minimum bids to capture phrases with CR > 5%.
- Scaling phase (exact + phrase) – manual campaigns for selected keywords, daily budget x 5; concurrently Sponsored Brands with a "ladder in 15s" video.
- DSP Retargeting – remarketing to people viewing construction tools, Rtb ROAS 6:1.
- Variations – one ASIN listing with 6 ladder sizes instead of 6 separate cards → review accumulation and higher CTR.
Daily optimization included: negative keywords, bid adjustments of ±15%, day-parting (fewest clicks at night → cheaper CPC).
Result: ACoS dropped from 42% to 29%, and with growing volume, TACoS remained at 13%.
eBay Expansion
Months 7 – 9: rapid entry into a second platform with minimal operational overhead.
- Cross-listing – Amazon listings exported to eBay via integrator (Codisto).
- Amazon MCF Fulfillment – a single logistics center for both marketplaces; 2-3 day delivery times, which earned us the "Top Rated Seller" badge.
- Inventory synchronization – API webhooks to avoid overselling; 15 min interval.
- Promotions Manager – 10% coupons for purchases > $150 increased CR to 3.8%.
Thanks to this, eBay contributed +8 % GMV and diversified revenue without new warehouses.
Reporting and continuous optimization
The client wanted full transparency, which is why:
- Monthly Looker Studio dashboards – sales, TACoS, keyword ranking, inventory turnover.
- Slack Alerts – when ACoS > 35% or CR < 1.5% on top ASINs.
- Quarterly business review – pricing recommendations (raising MSRP by 7% after reaching 4.5★) and decisions on new markets.
- Individuals – who are just starting their Amazon journey and need support in understanding the basics of how the platform works.
This discipline allowed us to maintain margins despite dynamic scaling.
Milestones
To boost aluminum ladder sales on Amazon from zero to PLN 6 million monthly, we implemented a five-step Amazonway strategy: account audit, A9 algorithm-compliant listing optimization, profitable PPC advertising, eBay expansion, and continuous KPI reporting. Below, you'll find details of each step and see how precise data analysis translated into sales scaling in a niche tool category.
“Thanks to the Amazonway team, Amazon transformed from an experimental channel into our main sales driver. Over PLN 6 million monthly — even the most optimistic scenario didn't foresee such a growth rate.”
~ Dariusz, E-commerce Manager
Results
To boost aluminum ladder sales on Amazon from zero to PLN 6 million monthly, we implemented a five-step Amazonway strategy: account audit, A9 algorithm-compliant listing optimization, profitable PPC advertising, eBay expansion, and continuous KPI reporting. Below, you'll find details of each step and see how precise data analysis translated into sales scaling in a niche tool category.
