Suffering with poor ROAS? It’s not always a targeting problem, so is it time to look at your product selections?
It sounds so simple! But you’d be surprised how often brands miss this easy fix – as Elfie Brocklehurst, Paid Ads Manager here at Venture Forge says, picking the right ASINS is half the battle.
Here’s our editorial take on her playbook – and how you can turn her tips into performance.
Why product choice trumps tinkering
Another Elfie quote, “Successful Amazon advertising starts before the ad”.
Basically, if you push the wrong SKU, no amount of bid tweaks will fix weak conversions, poor reviews or a flaky price point, and that’s why the best brands prioritise ad-ready products – and then optimise their media.
How to pick ASINs that win
Run a fast product audit
Unless it’s a test, you never want to launch ads with an entire catalogue.
Instead, filter your ASINS in Campaign Manager + Brand Analytics, then create a shortlist based on:
- Above-average CVR and CTR for your account (using rolling 30-day baselines).
- Consistent sales velocity (not just promo spikes).
- Retail readiness: strong images and reviews/ratings, competitive pricing, clear bullets and optimised A+.
- Operational fit: sufficient stock, margin for ads, a clean buy box.
Finally, cross-check your results against the historical data to avoid one-hit wonders.
Map your ASINs to intent – and pick the right format for your buyers
Use:
- Sponsored Products for SKUs that are already converting and ranking.
- Sponsored Brands (incl. Video) for ranges with strong visuals, solid reviews and a clear story. Pro tip – feature the hero SKU in Video ads to anchor attention and lift CTR.
- Sponsored Display is great for ASINs with the margins and dwell time to support retargeting/prospecting. Use audience refinement and test creatives to lift return visits, view-through and conversions.
Scale with evidence, not hope
Then:
- Track incremental performance by ASIN + placement + objective – no guesswork should be involved at this stage!
- Set guardrails (CPC ceilings, ACoS/TACoS ranges, minimum CVR) so your budgets follow the proof.
- Refresh your creatives seasonally, not structurally, to protect rank while improving engagement.
Avoid these common pitfalls
Don’t…
- Launch untested “whole catalogue” campaigns that let weak SKUs drain the budget.
- Chase low ACoS while shrinking your total sales (keep an eye on TACoS and rank).
- Retarget low-intent visitors with low-margin ASINs.
- Swap your listing copy mid-peak; you risk resetting momentum.
The Bottom Line
Winning Amazon ads begins with being disciplined about your product selections.
Choose to focus on the ASINs that deserve it, matching your format to buyer intent and scaling what the data proves works – this was your bid and budget tweaks have the potential for real impact.
Want our award-winning Amazon Ads team to build you an Ads strategy around the true winners in your range?
Our experts are ready to help – get in touch today.