The Situation
A Canadian natural wellness brand was generating roughly $178K annually on Amazon.ca with a product line of 6 SKUs. Growth had plateaued — they'd maxed out their Canadian market share in a niche category. The brand had attempted a US launch independently but pulled back after 3 months of unprofitable ACOS above 45%, poor inventory management leading to 2 stockouts, and no clear strategy for the significantly more competitive US marketplace.
The Challenge
Relaunch the brand in the US marketplace with a sustainable PPC strategy, manage cross-border inventory logistics, and grow total revenue across both markets — while keeping the Canadian business stable and maintaining portfolio TACOS under 8%.
What We Did
US Market Intelligence & Positioning
Conducted deep competitive analysis of the US wellness category. Identified pricing gaps where the brand could compete profitably without racing to the bottom. Repositioned US listings with American English copy, US-relevant health claims, and competitor conquest targeting.
Cross-Border Inventory Architecture
Built separate inventory forecasting models for CA and US, accounting for different sales velocities and lead times. Implemented split-shipment strategy — Canadian fulfillment from existing supply chain, US fulfillment through an Ontario-based 3PL with cross-border expertise.
Dual-Market PPC Management
Ran independent campaign structures for CA and US with market-specific bid strategies. US campaigns started with aggressive discovery spend, harvested converting terms within 3 weeks, and scaled winners. CA campaigns were optimized to maintain existing revenue while freeing budget for US growth.
Portfolio TACOS Optimization
Implemented Oracle AI daily monitoring across both marketplaces. Automated bid adjustments based on inventory levels, margin targets, and competitive positioning. Reduced combined portfolio TACOS from 14.3% to 5.8% within 4 months.