The same footwear brand's US Amazon store — before ads, organic sales had slid from US$830K/month to US$129K in seven months. I launched Amazon Ads from zero in February 2024 and rebuilt the channel into US$35.4M of sales at a 3.40x lifetime ROAS. All figures USD, launch through Jul 2026.
For seven straight months the brand's Amazon revenue fell — an 84% slide with no paid support. The demand was there; the listings just had no fuel.
Launched at US$39K spend and scaled 5x in four months while ROAS improved. By June 2024 the channel was doing US$1.87M/month — 14x the January floor.
The US summer surge: May–Jun 2025 delivered US$6.5M of Amazon sales in two months at 4.3–5.4x, and August held 5.47x — the account's most efficient month — as spend eased off the peak.
Record spend bought the best sales month in channel history (US$3.72M) at compressed efficiency — FY26 ran ~2.9x vs FY25's ~4.0x. Winters wind down to a US$21–43K floor: the same seasonal discipline as the DTC side.
Attributed value = spend × platform-reported ROAS. Amazon total sales includes organic. Jul 2026 is month-to-date (through Jul 27). Same anonymized footwear brand as Case Study 01.