In-depth analysis · Finnex Method

Windrose

A menopause brand that already won its own name for free in search. Even so, it paid again for the same spot on every click, with budget that never came back as a new customer.

Brand ACoS impactBudget that stops competing against itself
Before Finnex41% ACoS
With Finnex9% ACoS
Acquisition impactMore budget for new customers
Before Finnex12% of budget went to finding new customers
With Finnex58% of budget goes to finding new customers
Windrose, a hormone-free menopause supplement bottle with 60 capsules
Brand and product

Windrose sells a hormone-free supplement for menopause symptoms (hot flashes, night sweats, mood swings) at $28.97 for a 60-capsule bottle. It has close to 3,500 reviews and 4.3★, with more than 9,000 units sold each month: a brand already consolidated within a menopause niche saturated with competitors whose messaging is almost identical to one another.

Finnex diagnosis

Windrose already won the top organic spot when someone searched for its own name. Even so, it paid again for a Sponsored Product to show up a few positions lower, with the same product. The brand campaign bid all the time, with no condition attached: that inflated the overall ACoS and pulled budget away from exactly the terms that did need it — the category's generic terms and the competitors' names.

Our approach

We separated the brand campaigns from the acquisition ones, something that didn't exist in the account. The brand bid shifted to defensive mode: it only fires when a competitor takes over that term. With the freed-up budget we reinforced the category's generic terms and the competitors' names, where every paid click really does compete for a new customer.

The roadmap

90-day plan

1
Days 0 to 30

Isolate brand from acquisition

A full audit of the search term report to separate every dollar spent on brand terms from what's spent on real acquisition.

2
Days 30 to 60

Restructure the brand bid

Move the brand campaign to defensive-only mode and add cross-campaign negatives.

3
Days 60 to 90

Scale real acquisition

Reinforce generic and competitor terms with the budget that used to be spent competing against itself.

Full-service Amazon agency

Finnex Method services

Listing optimization
A+ Content
Review management
Creative
Data-driven advertising

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For confidentiality and commercial-strategy reasons, the brand's identity and some elements of this case study have been anonymized. The analysis reflects the methodology and approach we apply in Finnex audits.
The “With Finnex” metrics represent a projection based on our methodology, not results already achieved on this specific account.