A note from our CEO

Hey everyone,

January was a massive sales month for many better-for-you brands—outpacing even prior years—showing strong consumer demand early in 2025. Expo West is also right around the corner: looking forward to seeing many of the faces we work with in person. Would love to catch up- feel free to reach out to set up a time.

In this month’s newsletter, you’ll find:

• How new tariffs could impact CPG profitability in eComm

• The advantages of Amazon’s Brand Tailored Promotions

• January’s sales and ad spend index for our portfolio

• Amazon’s latest search data and what it signals

As always, I’d love to hear from you — just reply directly to this email. If you enjoy the newsletter, feel free to share it with someone who might find it valuable.

Best regards,
Chris

Last Month’s Sales and Ad Spend Numbers

Considerations on Recent Tariff Impacts

Virtually everyone in the consumer goods world is keeping a close pulse on tariffs being levied on imports - as the situation is changing daily, including countries, categories affected, and size of tariffs. Plainly put: these can create significant margin pressure on CPG brands.

Brand Tailor Promotions (BTP) vs. Coupons (BTC)

Brand Tailor Promotions and Coupons have become an important tool for scaling brands on Amazon in 2025. A big thanks to Ginny Chochon and Chad Rohan who helped outline our approach for using these powerful tools.

Why Run a Brand Tailored Promotion (BTP)?

• Low Discount Requirement: Minimum 10% off.

• Better Targeting: Can reach 30 or 90-day cart abandoners (why not just run 90 if it costs the same?).

• No Coupon Clipping Needed: Leads to higher engagement and more sales.

• No Redemption Fee: Unlike coupons, which have a $0.60 fee per redemption.

• More Flexibility: Now supports specific product selection, not just entire product lines.

• Can Run Multiple at Once: BTPs don’t stack with each other, allowing simultaneous promos.

• Can Stack With Other Promos: If a customer qualifies for multiple promotions, the best deal applies.

Why Run a Coupon (BTC)?

• Lower Discount Requirement: Minimum 5% off.

• Shorter Look-back Window: 7-day targeting reaches higher-intent shoppers.

• Better for Smaller Budgets: More cost-effective than BTPs.

• Stackable with BOGO promos

Pair with AMC audience tactics to confirm whether customers saw the promo or coupon on their path to conversion.

January Search Term Trends on Amazon

Each month, we track and analyze search volume and CPCs for popular Amazon search terms. Here are some recent trends we found interesting.