UK private-label case study: sales up 100%
For a UK private-label catalogue Advorza manages, ordered product sales for January to October 2026 rose 100% on the same period of 2025 and units rose 80%. TACoS held at about 3%, ROAS was above 10x in six of eight months, and Business (B2B) sales grew 136%.
- Sales up 100% year on year
- B2B sales up 136%
- ROAS 9.9x to 12.8x
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What was the account?
The account is a UK private-label catalogue sold on Amazon UK, with many product lines and a mix of Business (B2B) buyers and consumers. In October 2026 we advertised 18 product lines.
A catalogue like this is hard to run well. Different lines carry different margins, B2B buyers search differently from consumers, and a handful of lines can quietly absorb budget that would earn more elsewhere. We do not name the brand or its category to protect the client.
What was the starting point?
The goal was growth without letting advertising cost eat into margin. In March 2026, the first month in the table below, the account ran at 8.5x ROAS (11.7% ACoS).
The work centred on four questions: which search intents actually convert for each line, where spend was being wasted, whether listings matched the queries buyers use, and which lines deserved more budget.
What did we change?
Campaign architecture by intent
We separated campaigns by search intent, so brand, generic and product-specific terms could each be bid and budgeted on their own merits.
Weekly search-term audits
Every week we added negatives for terms that spent without converting and promoted proven terms to exact match.
SQP-led listing alignment
We used Search Query Performance to find the queries that drive purchases and made sure titles and bullets reflected them.
Placement and bid control
We set bids and placement adjustments per product line against target ACoS, rather than one rule for the whole account.
Budget moved to the strongest lines
We shifted budget toward product lines with the highest ROAS and margin, and trimmed lines that were not earning their spend.
What were the results?
Sources: Seller Central business reports and the Amazon Ads console.
+100%
Ordered product sales, Jan-Oct 2026 vs Jan-Oct 2025
+80%
Units ordered over the same period
+116%
October 2026 sales year on year
71-128%
Growth in every month of 2026 vs the same month of 2025
+136%
Business (B2B) sales, Jan-Sep 2026 year on year
~3%
TACoS (2.4-2.9%)
Source: Seller Central and Amazon Ads console. Brand and product names hidden.
How did ROAS and ACoS move month by month?
Source: Amazon Ads console, March to October 2026. ROAS was above 10x in six of eight months.
| Month (2026) | ROAS | ACoS |
|---|---|---|
| March | 8.5x | 11.7% |
| April | 10.1x | 9.9% |
| May | 12.2x | 8.2% |
| June | 12.8x | 7.8% (strongest month) |
| July | 12.2x | 8.2% |
| August | 10.0x | 10.0% |
| September | 10.8x | 9.3% |
| October | 9.9x | 10.1% |
How did individual product lines improve?
Source: Amazon Ads console. Top product lines run at 17-20x ROAS (about 5-6% ACoS), and top listings convert at 72-78% unit session percentage.
| Product line | ACoS before | ACoS after | Period |
|---|---|---|---|
| Line A | 10.7% | 6.4% | Aug to Oct 2026 |
| Line B | 18.5% | 10.3% | Sep to Oct 2026 |
| Line C | 10.4% | 7.5% | Aug to Oct 2026 |
| Line D | 10.9% | 8.4% | Aug to Oct 2026 |
What are the lessons for other private-label brands?
Judge advertising on TACoS
Sales doubled while TACoS stayed near 3%. ACoS alone would not have shown that advertising was feeding organic growth.
Structure beats bid tweaks
Splitting campaigns by intent made every later bid and budget decision cleaner.
Do not ignore B2B
Business buyers grew faster than the account overall. Their search terms deserve their own attention.
Weekly discipline compounds
Single product lines cut ACoS by several points in one or two months through routine search-term work, not one big change.
Common questions
Short, direct answers. Ask us anything else on a free audit call.
Which brand is this case study about?
We do not name it. It is a UK private-label catalogue Advorza manages, and brand details are hidden to protect the client.
Where do the figures come from?
Sales and units come from Seller Central business reports, and ROAS, ACoS and spend come from the Amazon Ads console.
Why did ROAS dip in August and October?
ROAS moves with seasonality, competition and how hard we push growth. Both months stayed at or near 10x while sales kept rising year on year.
How long did it take to see results?
Every month of 2026 was up 71% to 128% on the same month of 2025, and individual product lines improved ACoS within one to two months of focused work.
Could this work for my catalogue?
It depends on your margins and market. A free audit will show which of these changes apply to you.
Keep reading
Results
In a UK private-label account Advorza manages, ordered product sales for January to October 2026 were up 100% on the same period of 2025, with TACoS at about 3% and ROAS above 10x in six of eight months.
How to lower ACoS
To lower ACoS, cut search terms that spend without selling, set bids from a target ACoS instead of guessing, move budget to placements and keywords that convert, and improve the listing so more clicks become orders.
ACoS vs TACoS
ACoS measures ad spend against the sales your ads directly generated; TACoS measures ad spend against all your sales, paid and organic.
Find the first profit leaks before you spend more.
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