+187% Amazon Advertising Sales in Europe with a Controlled ACOS
How a European e-commerce company structured and scaled its Amazon Ads across 8 marketplaces using m19 AI, while improving operational efficiency.
N.B.: This business case anonymizes the client for confidentiality, but all data and results are real and verifiable.
Key Takeaways from this Business Case
- m19 enables scaling Amazon Ads across multiple European marketplaces without increasing internal resources.
- Controlled ad budget growth can generate both sponsored sales and measurable organic uplift.
- AI automation, combined with a clear profitability framework (ACOS), makes advertising growth predictable and scalable.
Client Overview
CompanyT is an international e-commerce company active in home, leisure, and hobby categories. It sells thousands of SKUs on Amazon and operates across all European marketplaces.
Before collaborating with m19, CompanyT had strong growth potential on Amazon but faced operational and organizational bottlenecks that prevented efficient scaling.
Context & Challenge:
Why Scaling Amazon Ads Was Critical
Before m19, Amazon advertising at CompanyT was primarily managed manually, directly by the founder with occasional support from other teams.
This setup caused three structural issues:
- Non-scalable management, difficult to extend across multiple marketplaces
- Partial optimization of Amazon Ads channels (Sponsored Display, Sponsored Products)
- High dependency on key resources, creating operational risk
Amazon Ads encompasses multiple ad formats (Sponsored Products, Sponsored Display, Sponsored Brands, DSP) that drive both sponsored sales and improve product visibility through Amazon ranking.
Key Figures Before m19 (H1 2024 – Jan to Jun)
Even with a low ACOS, the existing structure limited the ability to increase volumes without adding human workload.
Objectives of the Collaboration with m19
CompanyT chose m19 with a clear goal: industrialize Amazon Ads growth without compromising profitability.
Objectives included:
- Scale Amazon advertising sales across multiple European countries
- Maintain controlled ACOS, aligned with business margins
- Dramatically reduce operational workload from day-to-day campaign management
m19 acts as an automated execution and optimization solution for Amazon Ads, allowing e-commerce teams to manage growth by business objectives rather than micro-managing campaigns.
Phase 1 – Sponsored Display Test
(Jun – Sep 2024)
Objective
Test if m19 AI could generate incremental growth through Sponsored Display (SD) campaigns in a limited scope.
- Marketplaces: Germany (DE) and Poland (PL)
- Budget: unlimited, as long as ACOS remained stable
- Duration: 4 months
Sponsored Display campaigns retarget audiences on and off Amazon, driving both direct sales and product consideration.
Constraints Identified
- Low stock levels
- Fragmented organization: SD/SB and Sponsored Products managed by separate teams
Key Results (vs same period previous year)
- +9.8% total sales (+€738K)
- +6.8% advertising sales (+€201K)
- Stable ad costs (-€1K)
These results demonstrate that m19 can generate growth without increasing costs, even when deployment is limited by stock or organizational constraints.
Phase 2 – European Rollout
(Oct – Dec 2024)
Objective
Expand m19 to all European marketplaces and integrate Sponsored Products campaigns, without compromising Q4 performance.
- Marketplaces: DE, ES, FR, IT, NL, PL, SE, UK
- Approach: gradual rollout with ACOS targets
Constraints
- High Q4 seasonality
- Limited client operational capacity
- Partial adoption of AI strategies
Key Results (vs previous year)
- +54% total sales (+€1.369M)
- +476% advertising sales (+€1.301M)
- +1,409% advertising spend (+€128K)
The sharp increase in spend reflects a deliberate opening of budgets, enabled by maintaining profitability thresholds.
Phase 3 – Full Automation
(Jan – Jun 2025)
Objective
Leverage m19 AI fully across all Amazon Ads campaigns (Sponsored Display and Sponsored Products) and all European accounts.
At this stage, CompanyT had resolved stock constraints, allowing unrestricted scaling.
Key Results
- Simultaneous growth in sponsored and organic sales
- Improved Amazon ranking, creating organic halo effects
- Moderate ACOS increase (+2.94 pts), aligned with business goals
Controlled sponsored sales growth also boosted product page visibility, contributing directly to organic sales growth.
Operational Efficiency
Now, a single team member manages:
- 8 European marketplaces
- Over 10,000 products
- €3.2M advertising spend (H1 2025)
This level of automation allowed the founder to step away completely from day-to-day operations.
Overall Results – H1 2024 vs H1 2025
Organic Impact
- +€7.0M incremental organic sales in Europe
- +€5.0M in Germany
m19 enables significant ad investment growth while maintaining a profitability level compatible with sustainable growth.
When m19 Is Particularly Relevant
- Large, multi-product catalogs
- Presence across multiple Amazon marketplaces
- Ambition for structured growth
- Strong operational efficiency needs
Limitations & Less Suitable Cases
1. Very Small Catalogs or Launch Phases: With few products or limited historical data, AI learning is naturally limited.
2. Strong Stock or Logistics Constraints: Even with high advertising performance, stockouts can temporarily cap business impact.
Frequently Asked Questions
Is m19 suitable for scaling Amazon Ads in Europe?
Yes, m19 is designed to manage multiple marketplaces simultaneously and automate multi-country operational complexity.
Is it normal for ACOS to increase when scaling?
Yes. A slight ACOS increase is common when volumes grow, as long as overall profitability and total sales increase.
Does m19 replace an Amazon Ads team?
m19 automates execution and optimization, but strategy remains driven by the e-commerce team.
Can m19 be used with a limited budget?
m19 delivers its full value when budgets can flex according to observed performance.
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