$2.2M in 180 Days on Amazon FBA (2026 Strategy Revealed)
Emanuel Ruiz broke down how his Maverick brand hit $2.2M in revenue over 180 days on Amazon FBA. He runs four engines: a four-layer PPC campaign structure with continuous keyword harvesting, unit economics that break even on customer acquisition first, listing optimization focused on main image impact and intent-based keywords, and inventory management tied to a review flywheel that improves conversion and lowers costs.
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So in less than 6 months, my brand Maverick did over $2.2 million just on Amazon. If you guys don't believe me, let's go straight to the business reports on Amazon, hit the apply button, and you can see over the span that I'm going over in this video, we did over $2.2 million in revenue. And you can see down here, these are the brands that I go ahead and sell. I'm an open book, and in this video, I'm gonna reveal exactly exactly how I did it. So the revenue, $2.2 million. You can go ahead and see there the timeframe, 180 days, and the ad spend, right? A screenshot from my ad console, what I did in July, August, September, October, November, December. So if you guys want to dive into these actual numbers, hit pause on this actual video and look at that. But you can see I spent over $400,000 just on Amazon PPC. And my total TACOS were— or total ACOS, other people like to go ahead and call it— is 19.71%. My conversion rate here was 4%. Some people might look at this and say that is a very low number. I will tell you that I'm pushing so much traffic to my actual listing page profitably that I'm okay with a 4% overall conversion rate. And the thing is, in this video, I'm going to be instilling the 4 engines that allowed me to go ahead and get to this point. It was not luck. It was not just one product. And it wasn't just ads itself because I use Amazon's entire platform to be able to get to these numbers. And we are just getting started. So the growth plan, right? So the previous 180 days based on the last 180 days that I'm going over right here, This was a 30% growth. You can see that everything jumped and became basically better. Revenue figures went up. Overall TACOS, we were operating at 22% TACOS. We were able to go ahead and drive that down by 3%. Conversion went from 3.5% to 4%. And the best part about it, it was the same amount of traffic. You can see here our daily sessions, we're still around 800,000 people going onto our actual listing front. And that means scaling is basically control systems, not random spikes. The reason why I love advertising so much on Amazon is because it is predictable. We can see based on search volume, based on people typing in on Amazon on a daily basis, so we can actually do supply chain and scaling the right way instead of just relying on organic type of search, well, we'll end up bleeding in the future. So what is the number one engine? Well, if you guess PPC, you are 1,000% correct. Why is that? Because traffic is the name of the game when it comes to Amazon, and PPC validates that actual system. So PPC doesn't just scale products. PPC is what is already converting. It's because it's already converting. So you can see here, I kind of break it down into 3 buckets here, which is going to be like, what is my current campaign structure? What is my harvesting loop? And how do I go ahead and put a promo stack when it comes to everybody purchase my actual products? Because Amazon, especially in 2026, has a bunch of levers to pull just based on advertising alone. And I'm going to go into it because I'm more excited than ever and more profitable than ever because of these new audiences, these new types of modifiers you can go ahead and do. So what I like to go ahead and do, I obviously have a baseline effect where I have exact match campaigns, phrase match campaigns, broad match campaigns, and product targeting campaigns. So let me kind of take you through the entire loop from here. This is basically whenever I run exact match campaigns, these are based on proven type of keywords that have converted over and over again. I look at the full funnel approach when it comes to search query performance. To see exactly where my funnel is working effectively, where my impressions are lower than my clicks, that is lower to my add to carts, that is lower to my actual purchases. If you have no idea what I'm going ahead and doing it, I mean, it's saying right now, as far as this verbiage, it is okay. I will go ahead and simplify it later on in this actual video. But basically based on the search query performance, based on what I'm already converting on, this is where I create single keyword exact match campaigns. Why? Because this allows me to manipulate based on a keyword by keyword basis on Amazon. And again, I don't have a bunch of exact match campaigns going on. I just have it based on what I'm currently ranking on. So this protects ranking. This actually drives profit and has stable volume because I'm going ahead and knowing exactly how much search volume is coming for those exact type of keywords. And I'm able to manipulate it based on top of search, rest of search, and product pages. And then based on that, I expand outwards based on what the data I currently have right now. So based on what's currently working, I like to have instant expansion or intent inspection for the actual keywords. And again, I do this all live. So if you guys appreciate anything I say in this actual video, all I ask for in return, consider liking, consider subscribing. But based on what's already working, now we try to expand it. So we find new converting terms based on what is already working. You don't want to cast a net and see what sticks. We want to see what sticks and then expand from there. And that is where, you know, once it's working on exact match campaigns, once it's working on phrase match campaigns, this is where we try and do discovery campaigns and research campaign. With single keyword broad match campaigns. And the reason why we like to go ahead and do this is because Amazon algorithm is continuously changing. If we have nothing but exact match campaigns, search volume can fall off a cliff. I have been doing Amazon FBA long enough where I know that a certain keyword that was getting a bunch of search volume can quickly turn off, fall off a cliff because of the fact that Amazon continuously goes ahead and rotates long-tail type of keywords that were once having search, high search volume to now having low search volume. So this protects you from that happening by always having broad match campaigns on. And then finally, product targeting. The thing is that when you're starting brand new onto Amazon, where you're trying to scale out Amazon from the very beginning, you try and get sales where they come. And this is the opposite of what you want to have done. Once you have the full funnel, once you have the keywords that you already are converting on, this is where you want to start getting low-hanging fruit. And that is by going ahead and targeting other competitors. Because if you do it the opposite way, you have no idea that this competitor is going to have the same amount of search volume next month, in 6 months, in 1 year. Because if you just have a strategy of only targeting competitor listings, it is not sustainable long-term because we don't know the demand. We don't know how much traffic is going to go to the actual competitor. So that's the full funnel structure of how PPC actually works. But within PPC, there's also this harvesting loop of continuously going in there and going to the search term reports and seeing exactly who their winners are. And this is primarily broad match campaigns and phrase match campaigns. So what does this winner mean? Well, once I'm running, let's say broad match campaigns or phrase match campaigns or sponsored brands, per se, right? Because we're not really going to go diving deep into that. Once we find a winner that has an ACOS that's very, very good, and we'll go over what a good ACOS is, we're continuously converting at a higher conversion rate based on what our floor is currently right now. Now we want to go ahead and graduate them to basically go up to this stage. So basically what we do in the very beginning is see what's actually working and we graduate them down the actual list. And then once we have these broad match campaigns, we want to graduate them back up this actual funnel as well. You can see we're running a lot of different PPC type of strategies here, but you have to do this in order to grow and scale, and you will go ahead and be benefited based on what the result is. So we go into the search term report. You can do this with AI. You can go ahead and do this manually, whatever it might be. And we look for winners. Right. And what is considered a winner? I just mentioned that it's ACOS, conversion rate, profitability, all that. Right. And if we have a winner and then we go ahead and move it back up the funnel to exact, to phrase. And if it's not a winner, that's where we go ahead and start negating them because we want clean data that is clean for scaling our actual business. And now you can see that over time, you might have a bunch of different types of single keyword campaigns working. But as long as we know that each of these actual campaigns that we're running are efficient for scaling and it's going to go ahead and be profitable. And then this is what I love here. Promo stacking, right? Because there is high intent customers. There's medium intent customers. And then we have an expansion type that we can go ahead and control. And this is why this whole funnel is important because I can go ahead and use the example of Maverick, right? If we really want to go after high search volume keywords for like, let's say the word running that gets searched up millions of times every single month, that's fine. But just know your conversion rate is not going to be there. Why? Because there is no high intent customers there. So this is why I love it when I can find a keyword that might not have that much search volume, but the high intent is there. Something like running chest pack for men, right? They know exactly what they're looking for. They can go ahead and spot the product that is an ideal fit, and that leads to a higher conversion rate. What I'm not saying is that don't go ahead and target running because that is the full funnel approach where you're getting someone that might be interested in running and want to see exactly what type of products to go ahead and get, and then kind of retargeting them based on sponsored display campaigns. And again, I'm trying to simplify this as much as possible, but you're going to get a bunch of different value if you stick around to the end of this actual video. So let's go as far as structure, right? If you do not have this right campaign structure, you cannot go ahead and scale. And I know I said a lot of information here, but I'm hoping that it makes sense as far as what I mean by structure. More importantly, what type of campaigns to run, when to run them, and more importantly, single keyword types of campaigns, regardless of what you're going ahead and running, because you want to be able to manipulate the data— top of search, rest of search, product pages, different audiences— based on a single keyword, right? So if your listing doesn't convert at this point in time and your unit economics doesn't work as far as margin is concerned, PPC just loses money faster. So that's very, very important there, right? If you're listing, if you don't have a good conversion rate from the very beginning, and you can do this by going to Product Opportunity Explorer on Amazon and basically comparing your product over the entire category on Amazon. If your conversion rate is basically average, that means you have a C listing. You wanna be above average of your actual competition, and you're able to go ahead and find this by Product Opportunity Explorer. If you wanna deep dive on that, go ahead and make sure to comment below And we'll be able to go ahead and kind of make a video based on Product Opportunity Explorer being such a powerful tool that Amazon gives every seller for free. All right. So engine number 2, the offer unit economics control scale. And this is what I went over in that last slide, but this is very, very important. You need to know your breakeven ACOS because that is the ACOS that you want to target from the very beginning. So how do we find this? Well, we want to know exactly what your net margin is going to go ahead and be. So how you get that is your selling price minus the Amazon fees. There are 2 main fees here. That is that 15% fee that Amazon charges you based on the selling price. And this is the fulfillment cost of your actual product, right? This never changes. This changes based on the actual sales price. So we take the selling price that we're currently going ahead and selling on. We minus these 2 Amazon fees. We subtract the cost of goods sold, which is the manufacturing of your product and the freight to get it into Amazon. And we get the actual net amount. Well, how we get the actual percentage is we divide that number by your sales price. Hopefully, let's say in this situation, it's 50%. I understand there's coupon fees. There's storage fees. There's different Amazon that ticks in there as far as different fees, return fees, whatever it might be, right? But this is a good baseline to go ahead and see what your break-even ACOS might be. And we need to know this based on what we're running, because when you're first launching on Amazon or you're trying to scale for the very first time, profitability should not be your main goal. Your main goal should be to break even as far as acquiring a customer, Because once you acquire that customer, once you have these keywords, once you're ranking up, organic sales are quickly going to follow after that, right? So one thing that has been a big hack, and we'll kind of go over it in a little bit, is coupons, right? The thing is people hate to go ahead and use coupons because it's like, or deals in that per se, because they say, why am I going to give Amazon more of my money, discount my product even further, and go ahead and offer it to— basically, it's like a lose-lose situation for the actual seller. The thing is, in actuality, regardless if you're running a coupon or a deal, whatever like that, right? Let's say you have a breakeven ACOS of 50% before you do it. You might only have a breakeven ACOS that is slightly less after you offer a coupon or a deal. Why is that? Well, this is the reason why offering a 5 to 10% coupon might increase conversion rate by 20% or more. So even if you're going ahead and spending more money and cutting your costs down and you're paying Amazon this, based on the marketing that Amazon does for your actual product, you will see a significant rise in your conversion rate. And this is important because maybe you have in perfect world a 10% conversion rate. That means for every 10 people that go onto your actual listing, one per— one person go ahead and purchase it. By you offering a coupon, a deal, whatever it might be that Amazon's offering at that point in time, those same 10 eyes will now convert 2 customers, not just 1. And you can exponentially, you can exponentially do this for 1,000 searches, 10,000 searches, 100,000 searches, and it will make such a dramatic difference. So this is why I'm always an advocate when it comes to offering a stack, when it comes to different deals that Amazon offers. You want to be able to have that price point but also offer coupons, deals, Prime exclusive deals, having premium positioning, being able to run brand tailored promotions. Because the more and more coupons or deals you're able to kind of utilize when it comes to Amazon FBA, you're going to have a higher conversion rate. And by you having a higher conversion rate, everything else goes up. Sales go up, um, organic rank goes up, organic sales go up. The list goes on and on. So, so far we have gone over 2 main engines. The first engine being Amazon PPC. The next engine being the offer and what your profitability might go ahead and be. But I want to go ahead and take this time to kind of show you guys, this is exactly what we go over in the school community. If you guys are interested whatsoever in joining school or working with me one-to-one, I have a link down below. You can schedule a free call to go over either joining the school community, what it entails, how it will benefit your actual business at Amazon FBA. Or if you're ready to go ahead and go into this deep, deep bootcamp that we have offered, we can go over those options as well, but only if you are interested in what I have to go ahead and say. So let's go over this engine number 3, which is the conversion engine of your actual basically business on Amazon FBA. Traffic without conversion is like you literally paying a tax. It doesn't have to be painful as long as you have the right conversion levers to go ahead and pull. So we went over something to increase your conversion rate already when everything is perfect in your actual listing. But if you have a shitty listing from the very start, no amount of advertising, no amount of promotion is going to save your actual product. So this is why it is very, very important what dictates a sale on Amazon. So there's this flow that I like to go ahead and kind of create, right? The thing is that every single keyword that you're going ahead and running is going to have a different impact in your click-through rate. And a click-through rate is somebody typing in a certain keyword, seeing your product and clicking on your product. And I use the example on running. Someone that is typing in running, I will have a lower click-through rate based on someone going ahead and typing in running chest pack for men. Why? Because that intent is higher for that person. And we're going to go over intent in a second right now. But overall, what impacts click-through rate the most? And I would say here, 75% of what impacts your click-through rate is going to be your main image. Okay, that is what is important when it comes to click-through rate. After that, what matters with conversion rate is your bullet points and your A+ content and the reviews you currently have. But this, the main image, is going to be the most important thing. And if you take the 1% of Amazon FBA sellers in this world, they will tell you the same thing. If you can fix a main image hack, having 10, 15, 20 different variations of your main image, that is basically half the battle when it comes to Amazon. Obviously you still have to have a great product based on reviews, based on sales. You can't go ahead and be premium priced too much over, but 75% literally comes down to main image. And message must match intent. You do not need to target or rank for every single keyword. And again, it's important. I say this all over again, stop obsessing with high search volume keywords if they are not high-intent customers. Same thing that I'm saying as far as running, right? Targeting the keyword running, it might be one of the keywords that eventually I want to dominate. But the thing is they have very, very low intent to actually purchase because a customer searching and running is barely in the phase of going ahead and knowing exactly what they need to actually start running in the first place. So keep that in mind. So listing test roadmap, what you need to go ahead and do based on right now, if you want all the bugs to actually work out, you have to make sure you have a fairly high click-through rate when it comes to top of search. Go over all of your different campaigns. Go into the bid modifiers in those. Make sure that your click-through rate for main or for the top of search is at least bare minimum 6%. I don't care about rest of search. I don't care about product pages. Make sure your top of search when you go into bid modifiers is more than 6%. If it is not more than 6%, you have a main image problem. Okay, after that, listing optimizations. There's so many AI platforms right now that you can go ahead and communicate with each other. You can have ChatGPT talk to Claude, talk to Manos, talk to all these different types of Gemini, uh, talk to all these different AI and start making a committee based on what Amazon cares for the most and what you will convert on. Obviously you need to know the right prompts to go ahead and ask, but use one of these to literally just optimize your title. It's important now more than ever to have something that free flows more than just stuffing a bunch of keywords to Amazon. And then obviously use the bullet hierarchy as well. What matters most to customers? I— people get this wrong every single time, and they just try and stuff a bunch of keywords to their bullet points. You can make a dramatic difference in the bullet points that you're going ahead and asking or telling people based on how you're solving the most crucial pain points. If I'm selling a product for like, let's say hair loss, right? What is the most that people want to go ahead and do? They want to be able to regrow their hair the fastest. So having a bullet point that says, hey, regrow your hair in 90 days or less, right? Or something where does not impact your regular health, whatever the main pain points are for a customer and why they're shopping for your actual item. highlight those first and how you will solve those pain points first. And trust me, that will have a huge impact on conversion rate and intent. And then the layout, same thing. Always be pain point first rather than featured first. I don't care what the hair loss solution has as far as the ingredients. I care about the results from it, that I won't get ED, that I'll go ahead and actually be able to regrow my hair. All of those different types of pain points. And again, conversion rate will go up. And again, testing out price and coupon testing. This is important. Even though you might not have a huge gross margin from the very beginning, maybe your conversion rate goes up high enough where you can be priced at 40, 45% gross margin and still have 25 to 30% net margins just because you convert that much. But you won't know that unless you go ahead and test. Every traffic push is a conversion test that you're going ahead and wait— be waiting to happen. And the one thing that is a big hack for a lot of people is just based on the keywords you're going ahead and targeting in your PPC campaign, conversion rate can go up or down just based on that. So again, what is the hierarchy here? What is the intent ladder, right? High intent, lowers the actual ACOS overall. So most aware, product aware, solution aware, problem aware, lifestyle unaware, right? So you— they— the thing is that if you just try and just be in this thing, as far as you targeting running, for instance, you're going to have a very high ACOS because your conversion rate's not there because you're targeting the wrong individual, as opposed to someone that has already tried running, hates having a bunch of stuff in their actual pockets because it, you know, takes away from them being able to run long distance and want something that's very easy to access, and they don't want a belt itself to be able to hold their stuff because it kind of balances out the way they go ahead and run. These people already have the issue, they have the pain point, they're looking for the exact type of solution for their actual product. This is why very niche items do very well on Amazon, okay? And if you stayed this long in the actual video, I'm going to give you the different engine that's important here, right? The operation engine. And I got killed here numerous different times where it literally felt that Amazon payouts were going straight to my supplier, that the only people really getting rich off of Amazon FBA was Amazon themselves and my supplier, because I was spending all this money on inventory, PPC, Amazon fees, And it literally became a silent scale killer because it felt like there was no motivation to pull forward because I wasn't being able to receive that money whatsoever. And I feel like anybody in the e-commerce space knows this if they're really in the trenches, because in this point in time you have an asset problem. And what do I mean by this, right? The inventory runway. Some people understock inventory. Some people overstock it. The best way to really figure out how much inventory you need is just literally calculate your inventory on hand and then your daily sales velocity and look to see if based on Product Opportunity Explorer, when is the peak season for your actual product. If you've been selling for year on year, you know exactly when your peak season and your low season is. But you have to have enough inventory inside of Amazon to last you 90 days. Some people like to go ahead and have 180 days. I don't. I like to have at least 90 days inside of Amazon and then another 90 days either in production there in the Chinese facility that I go ahead and manufacture my products in or on a boat if it's high season that's going ahead and coming rolling off. If you have enough runway, scale. If you don't have at least 90 days worth of inventory within Amazon, hold on until you actually get there. Because what sucks the most is doing all of this, seeing the success of actually, you know, it working out, and then all of a sudden you run out of stock and lose all that momentum. And then the cash flowing payments, right? So inventory payouts, Amazon payouts, reorder payouts. Profit on paper does not equal cash in the bank, and it is okay. We always have this stepped-up ladder approach when it comes to Amazon or e-commerce as a whole, where we start off at the bottom, basically negative, right? Because we're ordering this actual inventory, and all of a sudden we sell through that inventory, but now we hit a different plateau because now we have to reorder more of that same inventory, maybe going ahead and, you know, having 90 to 180 days worth of that inventory. So now we plateau, but now we get into stock on Amazon and now we go ahead and making more money than ever before. But now we have a different problem. We have to go ahead and purchase more of different inventory, more of the same inventory, but in different variations to try and scale it out, trying to improve our conversion rate, this and that. So there's this ever-ending staircase as far as we're making more and more, but it doesn't feel like we are until Until we are satisfied when we're at, we can start taking out some money here. So maybe on all these platforms, we're able to go ahead and take off, you know, 50% of profits. Well, 50% of profits is very good up here, but it's not very good down here. So just know that when you're getting into e-commerce, right? And then the review flywheel effect that I like to go ahead and do here, right? Because more sales going to equal more sales, going to equal more reviews, going to high, high conversion rate. And it's going to have a lower TACoS over time, right? And we want to be in this actual flywheel. And this is why it's very, very important that the most important thing when it comes to real estate on Amazon is reviews. Because even if you have a product that is struggling right now, if you can figure out all of this, let's say you're able to go ahead and figure out how to get more sales based on your conversion rate, based on the traffic problem, based on your unit economics, and you have, let's say, 10,000 reviews, it makes it so much easier because you have the most important space in real estate, which is going to be reviews, especially on Amazon. And again, my day, what ended up happening? So when all of this, you know, basically came together, the surge day, right, which was my best day here where I made close to $40,000 on a single day on Amazon. And And this number doesn't seem crazy to me now, but when I first started Amazon FBA 8 years ago, and I knew that I was going to get $40,000 in sales in a single day, I would have thought that this was going to be crazy. But when we scaled, there was no problem when it came to inventory. There was no problem when it came to conversion rate. There was no problem when it came to TACoS because all of this was profitable, right? We weren't just getting to a number just to get to a number like a lot of these other people go ahead and kind of do. Right? The thing is that if one of these things break, you stop scaling. So this is why it's important. And again, I do this all live. So if you guys appreciate everything that I went through here, all I ask for in return, like this video, subscribe to this YouTube channel. And if you guys like the way I process things, go ahead and teach things. The school community is for you. But if you're hesitant whatsoever, go ahead, book a free one-to-one call and I will guide you through where you're at in business right now. And what levers to go ahead and pull to unlock this scalable type of business when it comes to Amazon FBA. Um, but if you guys enjoyed anything, again, like, subscribe, but until next time, guys, peace.
