TACOS Tuesday - Amazon Ads Tactics

On this episode of Tacos Tuesday, Sebastian Hargreaves sits down with Hamish Conway for a rare, behind-the-scenes conversation marking 10 years in the Amazon game. What starts as a look back quickly unfolds into a candid exploration of how it all began, the pivotal decisions that shaped the journey, and the moments that nearly broke it. Along the way, Hamish unpacks how dramatically the Amazon landscape has evolved from the early days of simple private label wins to today’s hyper-competitive, data-driven, brand-first environment where margins are tighter, expectations are higher, and execution matters more than ever. It’s an honest reflection on what’s changed, what most brands still get wrong, and why the path to success now looks very different to what it did a decade ago. If you’re trying to build, scale, or even just survive on Amazon today, this episode will challenge your assumptions and leave you thinking about the long game in a whole new way.

This is part two of How to Set Quarterly Objectives for Amazon Growth, where the focus shifts from planning to execution. Hamish Conway and Sebastian Hargreaves unpack how Amazon brands can turn quarterly goals into day-to-day action using weekly scorecards, leading indicators, and a practical decision-making framework for Amazon Ads. The episode shows how to diagnose performance issues faster, avoid overreacting to short-term data, and make confident decisions around scaling, efficiency, and TACOS control. If you’re looking to bring more clarity, discipline, and consistency to your Amazon advertising strategy, this episode connects the dots between strategy and results.Missed part one? Listen here: https://youtu.be/r9Jfn6OEVZU?si=fHshkpD-Vm1FixL9

Creative quality is one of the biggest levers behind strong Amazon ad performance and in this episode, we dig into exactly why. Drawing on insights from two of our most popular conversations, we unpack what separates ads that convert from those that simply burn budget, how creative aligns with real shopper intent, and why video and image-led formats are becoming impossible to ignore. If you’ve ever wondered why some ads outperform others, this episode will challenge how you think about creative and leave you with a few practical ideas you can apply straight away.Want more clicks and higher conversion rates from your Amazon ads? Visit our website to access the free guide, Amazon Design Concepts to Turn Lookers into Buyers, featuring 37 proven image stack design concepts and real-world examples to help your ads stand out and convert. Get the guide here: https://gosellglobal.com/37-design-concepts/You can also listen to the full original episodes that inspired this conversation:Ep 7 – TACOS Tuesday: How Great Creatives on Amazon Improve Your Ads Performancehttps://open.spotify.com/episode/1xSllcJRfrDNikhGuH49zV?si=7a99bb27b9b4413aEp 30 – TACOS Tuesday: Amazon Ad Creative Impact on Resultshttps://open.spotify.com/episode/5mXuwJbLD9bDwz2hNNlgu6?si=d0aec28df2a744dd

Hamish and Seb break down the final numbers from Australia’s Black Friday event now that the attribution window has closed, revealing surprising shifts in traffic, conversions, and where the real sales growth came from. They unpack why ad-driven results outpaced organic performance, how deal tagging and product mix influenced outcomes, and what these trends say about Amazon AU’s rapidly maturing marketplace. A few standout insights including unexpected ROAS behaviour and why higher-priced products won big. This episode could reshape how you approach deal events in 2026, and it’s the kind of insight you’ll want in your toolkit before planning next year’s strategy.

In this episode, Hamish goes solo and draws on over 10 years of Amazon agency experience to unpack the real-world challenges and surprising joys that come with managing brands on a platform as powerful and unpredictable as Amazon. With Seb away, he dives into the realities of dealing with Amazon’s systems, supporting clients through the chaos, juggling team capacity, and navigating the ever-shifting landscape that comes with operating in the world’s biggest marketplace. It’s a candid, insightful look at agency ownership that Amazon operators, vendors, and sellers will instantly relate to.

In this episode of Tacos Tuesday, Hamish Conway is joined again by Mark Gray from CrescoData to explore how agentic AI and shopping agents are reshaping the future of online retail. Mark draws on over two decades of e-commerce experience to explain how automation and AI-driven decision-making are transforming how consumers shop and what that means for brands today. From product data enrichment to marketplace visibility, they discuss how businesses can prepare for a world where AI does the buying. Whether you’re an established brand or a fast-moving challenger, this episode reveals why adaptability and discoverability are now your biggest competitive advantages in the age of AI-powered shopping.

This week on TACOS Tuesday, Hamish Conway and Sebastian Hargreaves pull back the curtain on the 2025 Amazon Big Deals event diving into exclusive data from Australia’s top vendor brands. Discover how a seven-day deal window reshaped sales performance, why high-priced products came out on top, and the crucial tactics that turned ad spend into record-breaking returns.They unpack what really moved the needle - from the ROAS and conversion gains that defied expectations to the strategic use of deal badges and inventory planning now setting brands up for a powerful finish to Q4 and the upcoming Black Friday sales window.If you sell on Amazon or want to understand how to turn deal events into lasting organic growth, this episode is packed with real-world insights you won’t find anywhere else. Tune in to learn how smart advertising and data-driven preparation can transform your next big deal event.

In this episode of Tacos Tuesday, Hamish and Sebastian dive into fresh Amazon data that flips common assumptions about video ads on their head. What type of video do shoppers actually click and buy from and why might the answer surprise you?They unpack real test results that challenge “bigger budget = better performance,” discuss the psychology behind why some videos stop the scroll, and share the key creative principles that make sponsored brand videos convert. If you’ve ever wondered what really drives video success on Amazon (hint: it’s not what most brands think), this episode will change how you approach your next campaign.Download Tips for Maximising SBV Effectiveness Here: https://gosellglobal.com/wp-content/uploads/2025/10/Tips-for-Maximising-SBV-Effectiveness-1.pdfSell Global is also on the lookout for a new Advertising Director, a senior, client-facing role focused on strategy, growth and driving results for top-performing brands. Are you our next Ads Director Superstar or do you know someone who would be a great fit? Check out the detail here : https://gosellglobal.com/careers-advertising-director-role/

In this episode of TACOS Tuesday, Sebastian Hargreaves dives into how to prepare for Amazon’s Prime Big Deals Day, running 7–13 October. With Hamish Conway on leave, Sebastian is flying solo again and shares a step-by-step strategy for maximising results before, during, and after the event. He explains why analysing last year’s data is vital, the key metrics to track - revenue, conversion rate, ACOS, ROAS, and how to adjust bids and budgets across each phase. You’ll discover why brand awareness campaigns matter ahead of time, how to capture demand with sponsored products during peak shopping days, and what to do to manage buyer fatigue afterwards. Packed with practical, data-driven insights, this episode is essential listening for anyone looking to sharpen their Amazon advertising strategy this Prime season.

In this episode of Tacos Tuesday, Hamish Conway and Sebastian Hargreaves dive into the debate of Amazon vs Meta advertising and what it means for e-commerce brands. They unpack why consumers often shift from social media ads to shopping on Amazon, highlighting the platform’s trust factor, fast delivery, high conversion rates, and strong customer protection. You’ll also learn how to protect your brand with Amazon Brand Registry, manage IP risks, and leverage both Amazon and Meta to create a blended strategy that drives growth. If you want insights on e-commerce strategy, Amazon ads, DTC costs, conversion optimisation, and building brand control online, this episode is packed with takeaways.

In Episode 54 of TACOS Tuesday, Hamish Conway and Sebastian Hargreaves break down one of the most powerful yet overlooked levers in Amazon advertising - harvesting search terms. They reveal how moving winning keywords from auto campaigns into targeted exact match campaigns can dramatically improve ROI, reduce wasted ad spend, and unlock new growth opportunities. You’ll learn what makes a search term worth harvesting, why even high ACOS keywords can still be valuable, the dangers of low-volume terms, and how to set bids that align with your growth or profit goals. Whether you’re focused on scaling or efficiency, this episode gives you a clear framework to take control of your Amazon ads and maximise results.Download Slides here : https://gosellglobal.com/wp-content/uploads/2025/09/How-to-use-Harvesting-to-Maximize-your-Return.pdf

In episode 52 of TACOS Tuesday, Hamish Conway and Sebastian Hargreaves reveal how to take control of your Amazon ACOS by shifting focus from ad spend to measuring revenue per click. They break down why revenue per click is a more powerful metric than ACoS alone, how to spot hidden inefficiencies in your campaigns, and practical steps to scale profitably without wasting ad dollars. You’ll also learn how this approach changes bidding strategies, improves keyword targeting, and gives you clarity on where to double down for growth. They also discuss how to compare campaign performance across different product ranges, how to identify when higher ACOS can still be profitable, and how to use revenue per click to make smarter decisions around scaling. If you’re looking to reduce wasted spend and increase profitability on Amazon, this episode gives you the framework to make data-driven advertising decisions and win more sales.Download Slides here: https://gosellglobal.com/wp-content/uploads/2025/08/Advertising-Training-Why-Revenue-Per-Click-is-King.pdf You can view previous episodes here: https://gosellglobal.com/knowledge/podcast/ Enjoy the show and as always, follow, review, and share. Thank you