[Case Study] Ann Arbor T-Shirt Company Sees 130% Amazon Ad Sales Growth With Seller Labs Managed Services

The Ann Arbor T-Shirt Company was born in 2008, and has carved out a niche based on quality products that express and celebrate a buyer’s identity. Over the past 10 years, the Ann Arbor T-Shirt Company has grown to print and embroider more than 500,000 shirts per year.

In 2018, the company’s owner, Jerry Kozak, realized he was spending more than $1 million annually on Amazon advertising. He realized it was time for his company to reassess its Amazon PPC strategy in order to keep growing.

Jerry turned to Seller Labs Managed Services to eliminate wasted ad spend and to identify areas for improved targeting.

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    Hiring Seller Labs Advertising Experts To Handle Amazon Ads

    Jerry considered hiring an advertising employee to handle Amazon ads full time. But after investigating PPC consultants and agencies, Jerry selected the Seller Labs Managed Services (SLMS) PPC experts.

    Jerry cites the close Seller Labs-Amazon relationship as a factor in his decision, and that, “as a user of Seller Labs products already, I knew the commitment the company had to partnership. I knew I’d get excellent service.”

    Jerry Kozak
    Jerry Kozak Owner of Ann Arbor T-Shirt Company

    We know we’re putting our best foot forward working with Seller Labs Managed Services for advertising. Plus, it frees me to focus on product development and new product listings.

    How SLMS Delivered

    The Ann Arbor T-Shirt Company initially engaged SLMS to direct its US Amazon Advertising program, and we collaborated with the company to develop a broad-spectrum symbiotic ad-management process. In this type of program, both parties have a clear picture of how product launches, brand-awareness campaigns, and product sunsets will work—in both operational and strategic senses.

    The SLMS team performed an initial campaign overhaul to clean up wasted spend and identify opportunities for improved ad targeting. Then we took on all of the existing ad campaigns, adjustments, and optimizations, while Ann Arbor T-Shirt maintained control over campaign creation based on its massive catalog that includes thousands of styles, colors, and sizes.

    Once Ann Arbor T-Shirt creates the initial ad campaigns, the SLMS PPC experts step in to oversee, manage, and optimize. This partnership delivers the best of both worlds by allowing the Ann Arbor team to do setups in keeping with a system consistent with their reporting needs. And from there, SLMS delivers the kind of campaign management, opportunities, and advantages that only experienced PPC experts can provide. Jerry knows great t-shirts and innovative apparel, and he appreciates that he can focus on the heart of his business while his SLMS team handles his Amazon Advertising.

    Jerry Kozak
    Jerry Kozak Owner of Ann Arbor T-Shirt Company

    SLMS works with so many different accounts that they always know about the latest Amazon Advertising features. When my SLMS Account Director suggested Sponsored Brand Ads in addition to Sponsored Products Ads, I trusted him and it paid off. When he showed me Amazon Stores as another branding opportunity, we made that happen. Now we’re already getting an additional $300-400 a day in sales from Stores alone. I wouldn’t have known about these things otherwise.

    The Ann Arbor T-Shirt Company has experienced excellent advertising growth and increased profitability in partnership with Seller Labs Managed Services. Based on the strength of the partnership, the company enthusiastically handed management of its Amazon.co.uk and Amazon.ca marketplace campaigns to SLMS.

    Partnership Results

    SLMS experts collaborated closely with the Ann Arbor team to perform an initial campaign overhaul. This expertise immediately reduced wasted spend and identified opportunities for improved targeting. From there, the SLMS team took over all existing ad campaigns, adjustments, and optimizations, while Jerry’s team focused on initial campaign creation, preserving the company’s existing business processes and systems.

    • Total sales increased by 132%
    • Advertised product sales increased by 130%
    • Units sold increased by 130%
    • Advertised units sold increased by 133%
    • Both ACoS and ACoP decreased

    Month 1Month 2% Change
    Total Sales$715,089.58$941,525.17132%
    Units Sold48,40663,173130%
    Ad Sales$261,229.71$340,118.39130%
    Ad # Sold15,40820,501133%
    ACoS22.71%21.15%-1.56%
    ACoP8.3%7.6%-0.7%

    What are the key metrics?

    Location: Ann Arbor, MI, USA

    • 132% increase in total sales
    • 130% increase in units sold
    • $300-400 a day in sales from Amazon Stores only
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