How Phanatic Sports Memorabilia Scaled Holiday Sales with Quartile

For sports fans, memorabilia is more than merchandise—it’s a way to stay connected to the athletes, teams, and moments that define the game.

Phanatic Sports Memorabilia has built its business around that connection. The company offers a vast selection of authenticated sports collectibles, including autographed jerseys, trading cards, and other memorabilia sought after by collectors and passionate fans.

Their Amazon catalog is one of the largest in the category, spanning more than 23,000 Amazon Standard Identification Numbers (ASINs). Some items are rare collectibles that exist as single pieces and disappear as soon as they sell. Others maintain deeper inventory, allowing fans to consistently access iconic pieces tied to major teams and players.

This dynamic inventory makes the business exciting—but it also introduces advertising complexity. Products constantly rotate in and out of availability, new items are added regularly, and demand can surge around sporting moments and holiday gifting periods.

As the catalog expanded and the business grew, the team recognized that scaling advertising effectively across such a large and constantly changing inventory would require a more structured, data-driven approach.

The Challenge

The holiday season is the most important sales period of the year for sports memorabilia. Jerseys, trading cards, and collectibles are popular gifts for fans, collectors, and families looking to celebrate the athletes and teams they love.

Phanatic Sports Memorabilia entered this peak season with a clear objective: scale sales while maintaining strong advertising efficiency.

However, the existing advertising structure made it difficult to achieve both goals simultaneously. Campaigns contained multiple product types within the same structure, creating overlap between different categories of memorabilia. With thousands of ASINs grouped together, it became difficult to identify which product segments were driving the strongest results.

This lack of clarity made it challenging to scale budgets confidently. Increasing investment could potentially drive growth—but it also risked amplifying inefficiencies.

At the same time, certain campaigns promoted product categories that were not core to the business’s primary revenue drivers. Without clearer segmentation and prioritization, advertising spend was being distributed across the catalog in ways that did not fully reflect the brand’s most valuable opportunities.

With peak holiday demand approaching, the team needed a more disciplined campaign structure that could scale performance while maintaining efficiency.

Why Quartile

Managing advertising for a catalog of more than 23,000 ASINs requires both scale and precision. Traditional manual campaign management could not provide the level of structure and optimization needed to effectively support the brand’s growth.

Phanatic Sports Memorabilia partnered with Quartile to bring greater clarity and control to their advertising strategy.

Quartile’s platform combines automation with strategic oversight, enabling continuous bid optimization while maintaining disciplined campaign architecture. This approach allows brands with complex catalogs to scale advertising investment while maintaining visibility into performance across categories.

For Phanatic Sports Memorabilia, this balance was essential. The team needed a solution that could simplify campaign structure, reduce inefficiencies, and direct investment toward the categories with the strongest demand—particularly during the high-stakes holiday season.

The Solution

Quartile began by restructuring the account’s campaign architecture to better reflect the brand’s product categories.

Previously, multiple types of memorabilia existed within the same campaigns, creating overlap and internal competition between unrelated products. Quartile reorganized campaigns into clearly defined category segments such as trading cards, jerseys, and other memorabilia. This new structure made it easier to evaluate performance across major product groups and identify where advertising investment could drive the greatest impact.

This category-based approach significantly improved visibility into campaign performance. Instead of analyzing thousands of ASINs together, the team could now see how specific segments of the catalog were performing and adjust bids and budgets accordingly.

Quartile also identified product categories that did not align with the core focus of the brand’s catalog. Campaigns associated with these lower-priority products were gradually removed from the advertising strategy. By eliminating these inefficiencies, the brand was able to concentrate spend on the categories that most strongly resonated with sports fans and collectors.

With clearer campaign segmentation and more focused investment, the account was positioned to scale efficiently during the high-demand holiday season.

Results & Impact

The restructured campaign architecture allowed Phanatic Sports Memorabilia to scale advertising performance while improving efficiency during its most important sales period.

• 366% increase in total sales as campaigns aligned more closely with high-demand product categories

• 27% improvement in Total Advertising Cost of Sale (TACOS) through improved campaign focus and budget allocation

• 59% year-over-year growth in ad-attributed sales during the holiday season

These results demonstrate how disciplined campaign architecture can unlock both scale and efficiency for large Amazon catalogs.

By aligning advertising structure with the true organization of the product catalog, the brand gained clearer insights into performance and stronger control over where investment generated the most impact.

Ongoing Value & Future State

The success of the holiday season created a strong foundation for continued growth.

With a more structured campaign architecture in place, Phanatic Sports Memorabilia now has clearer visibility into performance across its large catalog and greater confidence when scaling advertising investment.

The results also opened the door for expansion beyond Amazon. After the strong performance in 2025, the brand expanded its advertising strategy to additional marketplaces further building on the momentum created during the partnership with Quartile.

As the catalog continues to evolve and new collectibles enter the market, Quartile remains focused on helping the brand maintain efficient growth across its expanding retail media footprint.

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