We don't scale ads
on a listing that
doesn't convert
Not as a principle. As a threshold, with the number in it, written into the client agreement so you can hold us to it.
The thresholds
Click-through rate
Sponsored Products, over 14 days, minimum 1,000 impressions. Click-through is mostly a function of the main image. It is the only thing a shopper sees before deciding whether you are worth a click. Until this clears, more impressions just means more people scrolling past you.
Unit session percentage
From your Business Reports, over 14 days, minimum 500 sessions. This is the page doing its job once someone arrives. Below this line, every additional click is a subsidy for whoever they buy from instead.
Both numbers come from your Seller Central data, not ours. You can check them yourself, any week, without asking us.
It costs us money
to say it
Every Amazon agency will tell you to fix conversion before you scale traffic. It is the correct answer and it is free to say.
Our fee includes a percentage of your total Amazon revenue. So every month we spend rebuilding your main image, your A+ content and your bullets instead of scaling your budget, we earn less than we would by turning the taps on. The gate is a line we wrote that reduces our own revenue.
That is the whole argument. A philosophy costs nothing to hold and cannot be checked. A threshold in a contract, held by someone it costs, can be. If we ever scale a listing below the line, you will know, because the number is published and you are measuring it from your own account.
The gate, in the numbers
Every one of these started below the line. The advertising only scaled after the listing cleared it.
Questions we get
about the gate
What exactly are you measuring?
Two numbers. Click-through rate on Sponsored Products, measured over 14 days with at least 1,000 impressions. That is primarily a function of the main image, which is why main image work comes first. And unit session percentage from your Business Reports, over the same window with at least 500 sessions. Both come from your own Seller Central data, not our dashboard.
What happens during the gate period?
We work on the listing. Main image, image stack, A+ content, title, bullets, backend terms, price and bundle structure. Advertising keeps running at its existing level. We do not switch it off, and we do not scale it. Typically 30 to 60 days depending on how far the listing is from the line.
Why would an agency refuse to spend your money?
Because paid traffic to a listing that does not convert is a subsidy for your competitors. Every click you buy for a page converting at 4% is money spent teaching shoppers to buy elsewhere. Scaling spend before the page is ready is the most expensive mistake in this channel, and it is the most common one.
You are paid on revenue. Does the gate not cost you money?
Yes. Our fee includes a percentage of your total Amazon revenue, organic and advertised, so every month we spend on listing work instead of scaling spend, we earn less than we would by turning the taps on. It also means ad sales that simply replace organic sales earn us nothing. That is the point. A philosophy is free to claim; this one has a price attached, which is what makes it worth believing.
What if my category cannot hit 10%?
Then we should talk before you hire us. Some categories genuinely run below it. We would rather have that conversation on the first call than sign you and quietly move the line later. If we agree a category-relative threshold, it goes in the agreement in writing, with the number named.
Can I override the gate?
You can. It is your account and your money. But we will put the recommendation in writing first, and if you scale a listing below the line we will keep reporting the conversion number against it every week so the cost stays visible.
Want to know where
your listing sits?
Twenty minutes, your account, your numbers against the line. If you are already above it we will tell you that and we will not have much to sell you.