FREQUENTLY ASKED QUESTIONS
About Ridgeline Insights
What does Ridgeline Insights specialize in?
Ridgeline’s specialty is our Brand First approach. Our partners have omnichannel strategies, so we work to make Amazon a cohesive part of that strategy, not have Amazon work against it. We focus on brand representation, then leverage the proper Amazon tools at our disposal to grow your brand profitably long term.
What sets Ridgeline Insights apart from other Amazon agencies?
It sounds cliche, but it’s our people. Our nimble team offers easy access to a cross functional team with experts from every department. We’re not hard to reach, and unlike many agencies, we can move quickly. Our team is 100% US based and our employees come from backgrounds working with brands across various industries. Because we experience little turnover, the dedicated people at Ridgeline have gained a wealth of Amazon expertise through years of hands-on learning.
What services do you offer?
Ridgeline’s special sauce is our ability to create customized strategies for each of our partners. We don’t force your brand to fit into one of our service categories, but we primarily serve our brands in one of three ways: 1. Comprehensive Brand Management: We operate as an extension of your brand and manage your Amazon account start to finish, taking it off your hands completely. 2. 2PxP Margin Acceleration: Ridgeline allows your brand to have a direct to consumer strategy without having to manage your own account. You’ll leverage the Ridgeline seller account to operate as your brands primary seller, but our growth incentives are aligned, unlike many 3P Amazon strategies. 3. Amazon Mechanics: Ridgeline Insights manages the challenging back end of Amazon, properly setting up your catalog. Other perks and things we manage: creation of all content, proper categorization and listing variation themes, Brand Registry, troubleshooting & Seller Support, and uploading new products.
Do you offer free consultations?
Yes! Reach out to Ridgeline for a free introduction call and free customized strategy proposal. There is no commitment or charges prior to signing on with our team.
What does the length of a contract look like?
Typically a one year initial engagement with a month-to-month agreement beyond the first twelve months, but we’re flexible.
How much do your services cost?
Costs vary based on services we’re providing and the size of your brand. Costs usually consist of an initial setup cost once you’re signed on with Ridgeline, a monthly minimum, and some sort of commission when it makes sense for both parties.
What if I sell 1P or have other Amazon partner relationships?
Not a problem! No matter how you sell on Amazon we can manage the channel for you.
How does Ridgeline Insights measure success for its clients?
It is all customized. We align with our partners to meet specific goals. That might be growth, brand representation, or profitability. We work to improve the visibility of your products on Amazon, build high converting pages, and drive incremental sales without deteriorating your margin.
How do I get started?
Contact us and we’ll follow up to schedule an introduction call. After that, we put together an in-depth, customized strategy for your brand. If you choose to work with Ridgeline we’ll go through an initial ~60 day onboarding.
FREQUENTLY ASKED QUESTIONS
About Amazon
Do we need Trademarks and Brand Registry?
We always recommend having a trademark for your brand and getting your brand registered on Amazon. This gives you access to additional marketing tools and protects your brand. You get the trademark and Ridgeline can set up Brand Registry for you.
How do you track profitability?
Amazon can be a complex platform when it comes to monitoring your profitability with the fees involved. Still, in many cases, Amazon can become a more profitable endeavor than many other platforms. You’ll need to factor in fulfillment fees, shipping costs, advertising costs and others, but don’t worry, our financial analysts will report on this for you.
How does Amazon fulfillment work?
You can sell on Amazon by using FBA (fulfilled by Amazon) or FBM (fulfilled by merchant). We recommend offering your priority, high velocity products via FBA to allow easy Prime Shipping to customers. Leverage FBM for large products, slower moving SKUs that you still want represented, or as a back-up option for when you’re out of stock.
How do I prevent Amazon from cannibalizing my website?
We understand the concern, but we work to make Amazon work hand in hand with your omnichannel strategy. Most consumers are starting their product research journey on Amazon, so having a well merchandised page will act as a silent salesperson, properly represent your brand, and leave a positive impression. Plus, Amazon offers a plethora of repeat purchase data that helps justify listing your products for sale on the platform.
Is there any guarantee we will increase our revenue by working with you?
Like any business venture, there is no guaranteed path to success. Our team works to find your brands right-to-win on Amazon. We’ll do a category audit based on your brand, products, and pricing to set a realistic benchmark for what is possible. Most brands have doubts, but we believe our case studies speak volumes on what is possible.
How do I optimize my content on Amazon?
A key approach to optimizing your content on Amazon is to take your digital assets and effectively tell both your product's story and your brand’s story. Ensure you are effectively communicating, through images and words, what consumers need to know about your product(s), while also creating space for your brand’s origin, mission/vision, and other aspects that make your brand stand out.
Do I have to advertise and what would it cost?
Advertising is not required when selling on Amazon, but is highly recommended as it is the gateway to accelerating sales velocity, while increasing your brand’s organic presence on the world’s largest marketplace. The cost to run ads on Amazon varies based on seasonality, demand trends, and your brand’s personal sales goals. Ridgeline Insights tailors and optimizes each of its advertising strategies to best fit the needs of the client.
What if Amazon is flagging my listings? (How to deal with catalog)
If your listings on Amazon are being flagged, it's important to address the issue promptly. First, it’s best to review and familiarize yourself with Amazon's guidelines and policies to ensure your listings comply with their requirements. Then, identify and resolve listing issues, which may involve correcting inaccurate information, swapping out problematic imagery, updating product details, or addressing customer complaints. You can also reach out to Amazon Seller Support to seek clarification on the flagged issues and work towards a resolution. Remember, maintaining catalog and content compliance is crucial for a successful selling experience on Amazon. If you need assistance in managing flagged listings or ensuring compliance, Ridgeline Insights can provide expert guidance and support to help you navigate these challenges effectively.
FREQUENTLY ASKED QUESTIONS
About Advertising
What Is an Amazon Advertising Agency?
Amazon advertising agencies, like Ridgeline Insights, help brands grow sales and visibility on Amazon through strategic PPC (pay-per-click) campaign management. This includes keyword research, campaign structure, bid optimization, and ongoing performance analysis across ad types like Sponsored Products, Sponsored Brands, and Sponsored Display.
What is Amazon PPC?
Amazon PPC (Pay-Per-Click) is Amazon’s advertising system where brands bid on keywords to display ads in Amazon search results and product pages. Advertisers only pay when a shopper clicks on the ad, which is why it’s also commonly referred to as CPC (Cost Per Click) advertising. Amazon offers several ad formats including Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored TV, allowing brands to reach customers at different stages of the shopping journey. When managed effectively, PPC not only drives ad sales but can also improve sales velocity and organic ranking, helping products gain more visibility in Amazon search results. At Ridgeline Insights, we combine these ad formats with advanced tools and data—such as Amazon Marketing Cloud audiences and campaign analytics—to continuously optimize performance. Our team actively monitors campaigns, adjusts bids, refines keyword targeting, and eliminates wasted ad spend to ensure your advertising strategy is always improving.
What is TACoS in Amazon Advertising?
TACoS stands for Total Advertising Cost of Sales —a reinvestment model where we allocate a percentage of total sales back into ads. For example, at 10% TACoS, if we generate $15,000 in sales in a month, we reinvest $1,500 into ads. Ridgeline Insights primarily uses TACoS as a core performance metric because it measures the true impact advertising has on total business growth. Instead of focusing only on ad revenue, we evaluate how advertising influences organic ranking, overall sales, and long-term brand performance on Amazon.
What is our ROAS target for brands
ROAS targets vary from brand to brand and category to category. Typically, bottom-of-funnel (BOF) campaigns—such as branded keyword targeting—generate a higher ROAS because shoppers are already familiar with the brand and closer to making a purchase. In contrast, top-of-funnel (TOF) campaigns targeting broader category terms like “fishing pants” often produce a lower ROAS since they focus on reaching new customers, increasing product discovery and are competing with a lot of other products. Ultimately, the right ROAS target depends on your brand’s goals. Brands focused on growth and market share may accept a lower ROAS while investing in customer acquisition and improving organic ranking, whereas brands focused on profitability may prioritize higher ROAS and more efficient campaigns. At Ridgeline Insights, we help brands determine the right balance between growth and efficiency by aligning advertising strategy with their overall Amazon business goals.
Does advertising strategy differ from brand to brand?
Every brand is different, but many Amazon advertising principles remain the same. Strategy often varies based on factors like product category, price point, competition, and customer behavior. Examples: - Higher-priced products may require a different approach than lower-priced products because the purchase journey is typically longer and more research-driven. - For our CPG brands, our strategy focuses heavily on new customer acquisition, since the long-term value of gaining repeat buyers or Subscribe & Save customers can significantly outweigh the initial advertising cost. - For categories like hunting, we ensure campaigns remain compliant with Amazon’s advertising guidelines while still positioning the brand competitively and clearly showcasing the product’s value. Advertising strategy can also evolve over time. New product launches often require aggressive advertising to build awareness, reviews, and sales velocity, while more established products may shift toward improving efficiency and protecting brand presence.
What Amazon Advertising KPI is most important? TACoS, ACoS, or ROAS?
All three metrics—TACoS, ACoS, and ROAS—are important for evaluating Amazon advertising performance, but Ridgeline Insights typically prioritizes TACoS (Total Advertising Cost of Sales) because it shows the overall impact advertising has on total revenue, including both ad-driven and organic sales. ROAS (Return on Ad Spend) is useful for measuring campaign efficiency and understanding how much revenue is generated for every dollar spent on ads. However, focusing too heavily on ROAS can lead brands to prioritize only the most efficient keywords while neglecting broader keywords that drive new customer discovery, sales velocity, and organic ranking growth. ACoS (Advertising Cost of Sales) measures ad spend as a percentage of ad-attributed revenue and is helpful for monitoring campaign efficiency. However, it only reflects ad-driven sales and doesn’t capture the full impact advertising has on total product performance. At Ridgeline Insights, we monitor all three KPIs, but we often guide strategy using TACoS targets because they provide more flexibility. For example, if a brand sets a 10% TACoS target, we can scale ad spend up or down based on total revenue performance—allowing brands to balance growth, efficiency, and long-term profitability on Amazon.
How long does Amazon PPC take to work?
Most Amazon PPC campaigns begin generating useful data and early performance improvements within 2–4 weeks, but meaningful results typically take at least 30–90 days as campaigns collect data and are optimized. During the first few weeks, the focus is on gathering keyword data, identifying high-performing search terms, and eliminating wasted ad spend through bid adjustments and negative keywords. As campaigns mature, sales velocity increases, which can help improve organic ranking on Amazon. Over time, well-optimized PPC campaigns not only drive ad sales but also contribute to increased organic sales and long-term brand growth on Amazon, which is when we see the real benefits of Amazon PPC.
Why should I hire an agency to take care of my amazon advertising when I could hire a full time person?
For most brands, partnering with an Amazon agency is often more cost-effective than hiring a full-time employee. When you work with Ridgeline Insights, you gain access to a team of specialists who each focus on specific areas of Amazon—such as advertising strategy, keyword optimization, analytics, creative assets, and marketplace operations. Amazon is a complex ecosystem, and it’s difficult for one person to master every aspect. A single in-house employee often has to wear many hats, which can limit how effectively each area is managed. By working with Ridgeline Insights, your brand benefits from a team that brings deep expertise across the entire Amazon platform. Because we work with a diverse portfolio of brands, we’re constantly testing strategies, analyzing performance data, and refining our approach. This allows us to quickly identify opportunities, solve problems, and implement proven strategies that help your brand grow faster and more efficiently on Amazon.
What is a full-funnel Amazon advertising Strategy?
Ridgeline Insights structures campaigns around Top-of-Funnel (TOF), Middle-of-Funnel (MOF), and Bottom-of-Funnel (BOF) keywords so we can control budgets, measure performance accurately, and ensure each stage of the customer journey is optimized. TOF: Focuses on broad discovery keywords that introduce your product to new shoppers. These campaigns help increase sales velocity and improve organic ranking, which leads to more long-term organic sales. MOF: Targets shoppers comparing similar products, often through competitor targeting and category-specific keywords. This helps win customers from competing brands and increase market share. BOF: Focuses on brand protection and high-intent keywords. These campaigns capture shoppers already searching for your brand and prevent competitors from taking those sales, while also supporting cross-selling opportunities. By investing in different types of competitive keyword strategies, Ridgeline Insights helps brands drive both immediate sales and long-term organic growth on Amazon.