The Situation
A beauty and cosmetics brand with a 10+ SKU product line was underperforming on Amazon US. Monthly revenue hovered around $4,000-$6,000 through the summer of 2025, with no strategy to capitalize on the critical Q4 holiday season. Advertising was unfocused, inventory was spread thin across too many variants, and there was no coordinated plan for Black Friday, Cyber Monday, or holiday gifting demand.
The Challenge
Design and execute a Q4 seasonal strategy that would capture peak demand across the full product line: optimize advertising spend timing, ensure inventory depth on top performers, and coordinate a portfolio-wide push without overspending on low-margin products.
What We Did
Portfolio Prioritization & SKU Rationalization
Analyzed 6 months of sales data to identify the top 4 revenue-driving SKUs out of 10+. Concentrated 80% of advertising budget on proven winners while maintaining minimum visibility on the long tail.
Inventory-Aware Advertising
Built custom campaign rules that throttled ad spend based on stock levels. As Q4 demand spiked, automatically increased bids on SKUs with healthy inventory while pulling back on low-stock products to prevent costly stockouts mid-campaign.
Q4 Campaign Architecture
Launched dedicated holiday campaigns 3 weeks before Black Friday. Created Sponsored Brand video ads, gift-themed Sponsored Display campaigns, and aggressive competitor conquest targeting—all timed to ramp with seasonal search volume.
Post-Peak Wind-Down Management
Executed controlled budget reduction through December-January to avoid excess inventory accumulation. Transitioned from holiday messaging back to evergreen campaigns while maintaining organic rank gains from the Q4 push.