Extension Ecom LLC

06/19/2026

Conversion rate went from 1.5% to almost 5% for a client of ours. 🤯

Not from a new variation. Not from a price drop.

From updating the listing images.

I was reviewing a before-and-after for a home goods brand that had recently updated their listing images and A-plus content.

The numbers were crazy.

Bath towel conversion rate: 1.5% in April → nearly 5% in the first 10 days of June

Organic cotton bed sets: 0.5% → 1.7%

Beach towels: 5% → 8%

Every incremental improvement to conversion rate means every dollar spent on ads goes much further.

If you're running ads to a listing with a 1.5% conversion rate, you're paying to send people somewhere they're not buying.

Improving the listing first multiplies the ROAS on every campaign you run.

The order of operations matters:
→ Fix the listing.
→ Then scale the spend.

Most sellers focus on PPC because it's the easiest thing to control.

Don't forget to ask yourself, and review....what happens after someone clicks?

A weak listing burns ad spend.

A strong listing makes money.

06/18/2026

Most sellers optimize bids first.

Listing images second.

That's backwards.

I was reviewing A/B test results with two different brands this week — one running a test on product images, one preparing to launch one.

A few things stand out about how listing image tests actually work on Amazon:

1. The test takes time to produce meaningful data

Amazon's experiment tool needs enough traffic to reach statistical significance.

For lower-volume listings, that can take 3–4 weeks minimum.

2. The main image determines whether someone clicks

Everything downstream — bullets, A-plus content, price — only matters if the main image earns the click in the first place.

The main image is your most important ad.

3. What actually improved conversion....

Simpler, cleaner images that showed the product clearly and matched customer expectations.

--

Before you touch another bid, review your CTR & CVR.

A 0.5% improvement in CTR or conversion rate on a high-traffic ASIN compounds faster than almost any campaign optimization.

06/18/2026

ACOS tells you how efficient your ads are.

TACOS tells you whether your whole business is healthy.

There's a big difference.

On a recent account review, I was explaining why we track TACOS — total advertising cost of sale — as the primary metric rather than ACOS.

ACOS only measures ad spend against ad-attributed revenue.

If your organic sales are strong, your ACOS can look high while your business is actually performing well.

TACOS divides your total ad spend by your total revenue — organic and paid combined.

For one account, we set a 18–19% TACOS target as the North Star before ramping spend into Prime Day.

If we push spend below that that TACOS threshold, they're profitable heading into the highest-traffic period of the year (and window shopping pre-Prime Day makes the ads/sales numbers look bad, but they rebound during the event).

Regardless of ACOS performance heading into Prime Day, this TACOS parameter allows us to push aggressively on top-performing keywords so that we improve rank and increase organic visibility for the event.

06/17/2026

"We've kind of let you guys just have a reign on those things — and we've seen growth. Growing and growing and growing." - Daniel

Their previous agency was slow on account violations, didn't send reports, and didn't flag issues proactively. For a brand dealing with frequent search suppression issues, that's not just frustrating — it costs real money every day a violation sits open.

What they wanted was simple: someone who actually knows what they're doing, moves fast, and feels like a partner — not a vendor handing down decisions.

"We want to see that it's a partnership, not just kind of like a dictatorship. We have good ideas too — we want to see them implemented quickly."

Since switching: brand store launched, violations handled fast, and consistent growth month over month. Their word for working with us — pretty seamless.

Checkout the full testimonial here: https://www.youtube.com/watch?v=RuszI5VnDZ8

This video highlights Daniel's experience working with the Extensio...

06/17/2026

Going out of stock doesn't just cost you sales.

It costs you rank. 🫨

And rank takes weeks to rebuild.

I was on a client review call where one color variant had been out of stock since May 30th.

The question came up: "We have other colors in stock. Can't the campaigns just shift to those?"

Technically, yes, in practice, it doesn't offset the loss.

In reality...........

People search for specific things.

If someone wants blue, they want blue.

They won't buy a different color — they'll go to a competitor listing.

That competitor gets the sale.

Their sales velocity increases.

Their rank improves.

Yours doesn't.

In this case, the projected sales loss from that single out-of-stock variant was $1,650 over just 17 days.

And that's just the revenue number.

The rank damage takes longer to quantify and longer to recover from.

Inventory planning deserves the same attention as PPC strategy.

Probably more.

Before you optimize another campaign, check your restock timelines.

An out-of-stock ASIN will undo weeks of ranking work in a matter of days.

06/16/2026

Rank 7 on Monday.

Rank 36 by Friday.

No algorithm change.

No competitor surge.

Just slow shipping.

I was reviewing keyword tracking data for a brand that had run out of fast-shipping inventory — their FBA stock had depleted, and the listing switched to FBM.

Estimated delivery jumped from 2–3 days to 2-4 weeks.

Conversion rate fell immediately.

And because Amazon's organic ranking algorithm rewards sales velocity, fewer conversions meant lower rank — fast.

For the keyword "towelettes":
- Rank 7 with normal shipping → Rank 36 within days of the switch.

For a caffeine patches brand that went out of stock:
- Caffeine patches: rank 20 → rank 50.
- Nootropic patches: rank 18 → rank 30.
- Ultra patches: rank 30 → rank 40.

The listings didn't change.

The ads didn't change.

Inventory did.

Rank is a lagging indicator of sales velocity.

Protect your in-stock status the same way you protect your bid strategy.

Once rank drops, rebuilding it requires spending more on ads to compensate for the organic placement you lost.

The cheapest way to protect rank is to never go out of stock in the first place.

06/16/2026

The category isn't shrinking.

You are. 🥹

That's the hardest thing I had to tell a client last week — and the most important.

I pulled the search query performance data for a wellness journal brand to answer one question: is the market dying, or are they losing ground in a growing market?

The answer was clear.

Search query volume in their category: up 42.1% year over year.
Total impressions in category: up 42.1%.
Total purchases in category: up 56.6%.

Their impression share: dropped 68.2% (from 0.22% to 0.07%).
Their click share: dropped from 0.28% to 0.08%.
Their purchase share: dropped from 0.11% to 0.05%.

The category grew.

Their slice of it got smaller.

This happens when:
1. Organic rank slowly increases (bad, you want it low) quarter by quarter
2. Consistent OOS issues
3. PPC campaigns are too broad to push priority keywords
4. PPC spend is decreasing QoQ
5. Competitors start spending more aggressively on the same searches

If your sales are declining, don't assume the market is shrinking.

Pull your search query performance report. The data will tell you the real story.

Knowing the difference between "the market moved" and "I lost my position" changes everything about what you do next.

One requires you to move into new markets to further grow.

The other requires increasing ads spend once more, focusing on keeping inventory in-stock at all times, and refining PDP.

The better you know your data, the faster you can grow your business.

06/15/2026

There are multiple ways to discount on Prime Day.

They're not interchangeable.

Choosing the wrong one costs you margin and visibility.

Here's a breakdown I walked through with multiple clients this week as Prime Day (June 23–26) approaches:

Prime Exclusive Discount (PED)

→ Requires 15–20% minimum off
→ Gets the red badge in search results
→ $100 upfront fee + 1.5% variable fee on sales
→ Maximum visibility, highest cost

Price Discount (strike-through pricing)

→ No minimum percentage for regular; 10%+ for some reference price requirements
→ Shows a crossed-out price and new price
→ No upfront fee
→ Good visibility, lower cost

Coupon (green badge)

→ $5 flat fee per coupon + 2.5% variable fee per redemption
→ Green badge is visible in search
→ Can be scheduled in advance, cancelled any time before start
→ Non-stackable option available

For most sellers without huge margins, the coupon is the most flexible option — schedule it, watch what competitors do on day one, cancel if it's not needed.

The PED makes sense if you have the margin and want maximum search page visibility.

The right choice depends on your margins, your category, and what your competitors are doing.

Know all three options before Prime Day hits.

Don't make the decision the week of.

06/15/2026

I was reviewing an account where ad spend increased from $21,181 in Q1 2025 to $26,360 in Q1 2026.

More spend.

But their impressions decreased by 68.2% YoY. 👀

The issue is that they had one campaign making up a majority of all spend with 30+ ad groups.

It had a 50% top-of-search bid modifier applied to ALL of them, inflating CPC and decreasing 'total' visibility.

That bid modifier pushed ALL 344-431 targets in that campaign to Top of Search — not just the priority ones, not just the ones performing well, all of them.

Budget was spread thin.

No keyword got a real ToS push.

The correct PPC structure you need to be using:

→ One campaign. One ad group. One Parent ASIN.
→ Isolate your top-performing keywords.
→ Apply bid modifiers only to the targets you actually want to rank for.

Your visibility won't fix itself.

But a cleaner campaign structure will stop you from accidentally working against it.

Spending more doesn't guarantee more exposure.

Structure determines how good your ads can actually perform.

06/13/2026

Most Amazon PPC managers forget one critical step before Prime Day.

They don't download their bulk file.

And it costs them after the event ends.

Prime Day campaigns run at higher budgets and higher bids — by design.

But your conversion rates will drop sharply once Prime Day is over.

Shoppers move on.

Deals are gone.

Traffic dries up.

If you don't have a pre-Prime Day backup, you have no clean baseline to revert to.

My checklist for the Monday before Prime Day:
1. Download the bulk file for every participating account
2. Save it in your account folder
3. After Prime Day, upload that file to revert settings
4. Pause the Prime Day-specific campaigns in that upload
5. Keep only your views remarketing and purchase remarketing campaigns running

The ads you keep live after the event are the ones where buyers might still convert.

Someone who viewed your product during Prime Day but didn't buy yet — they're still in the pipeline.

That post-event window matters.

Don't shut everything off at once.