How UK Home Appliances Seller Cut TACOS in Half in 3 Weeks on Amazon

This UK-based home appliances seller manages a large and growing catalog of approximately 700 ASINs, spanning heating products and small kitchen appliances. With frequent product launches and a diverse assortment, performance depends on maintaining tight control over spend and efficiency across categories.

The Challenge

The account entered January under pressure.

Sales were pacing approximately 15% below forecast, while efficiency had deteriorated beyond acceptable levels. Total Advertising Cost of Sale (TACOS) had risen to an unsustainable level, making it difficult to scale without eroding profitability.

The root issue was a lack of control.

Spend was not aligned with performance across categories, and inefficient campaigns were consuming budget without contributing meaningful returns. A single efficiency target was applied across a diverse catalog, masking performance differences between product types.

As a result, the account was overspending—but underperforming.

The business needed to regain efficiency quickly while still recovering lost sales momentum.

Why Quartile

Fixing performance required more than incremental optimization—it required structure.

Quartile identified two critical priorities:

• Regain control over spend allocation  

• Align efficiency targets with product-level performance  

Instead of treating the account as a single system, Quartile broke it into performance-driven segments. This allowed each category to operate within its own efficiency profile, ensuring that budget flowed toward what was working.

The goal was not just to reduce costs—but to rebuild a system that could scale efficiently.

The Solution

Quartile implemented a structured, conversion-focused framework.

Sponsored Products were established as the primary driver, focusing on lower-funnel demand capture. Campaigns were segmented by product type and category, with each portfolio assigned its own efficiency targets based on performance characteristics.

To immediately regain control, underperforming campaigns were addressed first. High-cost, low-return campaigns were paused, eliminating inefficient spend and freeing budget for higher-performing areas.

Spend was then managed dynamically.

Rather than relying on rigid budget caps, allocation was driven by efficiency signals. High-performing categories were scaled, while underperforming segments were reduced—ensuring that investment remained aligned with results.

Defensive campaigns were also introduced to protect product detail pages and capture high-intent traffic. These campaigns were carefully balanced within the overall spend mix to support both growth and efficiency.

This structure created clarity, control, and faster optimization across the account.

Results & Impact

The impact was rapid and significant:

• TACOS reduced by 47%, bringing performance back within the target range  

• ACOS improved by 57%, restoring profitability across campaigns  

• CPC decreased by 46%, indicating stronger traffic quality and better bidding efficiency  

• Sales pacing recovered, closing the initial 15% gap and returning the account to its expected trajectory  

These improvements were achieved in less than three weeks, demonstrating the power of structured optimization and disciplined execution.  

The account shifted from inefficient and underperforming to stable and scalable—without requiring additional spend.

Ongoing Value & Future State

With a strong structural foundation now in place, the account is positioned for continued growth.

Quartile continues to refine portfolio-level targets, expand high-performing categories, and support new product launches within a controlled framework. The account is also preparing for future expansion into additional channels, including DSP.

What began as a recovery effort is now a scalable growth engine.