The current strategy that was implemented did not achieve the level of success that we anticipated. Our team worked on an in-depth assessment and started working on a new campaign structure. The client's brand store on Amazon was already well-developed, so our focus was creating a strategy to drive sales and improve ROAS (return on ad spend) through the Amazon DSP. 

As we conducted our analysis, we noticed that the Amazon DSP and its advantages of first-party data, custom audiences, and owned and operated inventory were not used to their full extent. From there, we devised a new campaign structure that relied on audience segmentation and leveraging Amazon Responsive Ecommerce Creatives. Leveraging Amazon's custom audiences allowed us to take advantage of consumers' shopping behavior, tailor each line with specific timeframes, and make it more efficient.

As a final touch, in Q2 of 2023, we took the opportunity to introduce the client to a beta feature in Amazon for which we had accessibility. This feature was related to contextual targeting and was used as a test to improve performance. With a new structure in place that is being adjusted as novelties in the platform trickle in, we exceeded the client’s initial expectations and significantly increased sales and ROAS for products sold on Amazon.