Book a Call
Adorbix Official Logo
  • Contact Us

    • Blogs Details

    Explore our latest case studies, strategies, and expert tips to scale your brand, optimize campaigns, and make smarter advertising decisions on Amazon.

    blog-img-1
    Revenue’s Up. TACOS is Down. But Here’s Why We Didn’t Celebrate Yet

    One of the Amazon brands we recently analyzed showed what looked like a perfect outcome: Revenue ↑ +33% YoY TACOS ↓ -22% On the surface? A textbook win. But when we peeled back the layers, the deeper metrics told a different story: Impressions had dropped 40% Units sold were down 18% Ad Spend had been reduced by 35% Sales Conversion Rate slipped slightly ASP was up significantly — from $42 to $69 So what was happening? The brand had shifted its catalog focus toward fewer, higher-ticket items, and reduced its ad exposure across the board. While this boosted short-term revenue and made the ad metrics look clean, it created three long-term risks: Shrinking reach — fewer impressions means fewer future customers Overreliance on high-priced SKUs — with limited replenishment behavior Declining unit velocity — affecting organic rank and Buy Box share At Adorbix, our job isn’t just to report success. It’s to interrogate it. Here’s what we advised:
    ✔ Reintroduce best-selling mid-price products to regain unit volume
    ✔ Rebalance ad budget toward rank-building campaigns
    ✔ Segment campaigns for high-margin SKUs vs. high-velocity SKUs
    ✔ Focus on long-term brand-building, not just short-term ROAS
    Within 45 days, impressions bounced back, units rose by 24%, and the brand retained its revenue gains without overspending. Lesson? You can improve revenue and TACOS and still be headed toward a plateau if you’re not looking at the full funnel. In Amazon strategy, metrics don’t operate in isolation—and neither should your decisions.