Work

Harry Power, one of Fluid Marketplaces’ Amazon specialists, led the Black Friday strategy. The approach centred around precision budget allocation and real-time performance control for the client’s Amazon advertising, supported by three core pillars:

1. Priority-led budget allocation

Instead of evenly distributing budget, spend was deliberately weighted toward:

• Best-selling SKUs

   

• Top-of-search placements

   

• High-converting Sponsored Brand Store campaigns

   

Lower-priority campaigns were deliberately kept live on minimal daily budgets, allowing us to preserve data, avoid full shutdowns, and quickly react if performance improved, without diluting spend from top performers.

2. Time-of-day budget control

Budget rules played a key role during the Black Friday window. Campaigns operated on reduced budgets earlier in the day, then automatically scaled up during peak evening trading hours (from approximately 6pm onwards), when conversion rates were consistently strongest.

This ensured:

• Reduced wasted spend during low-intent hours

   

• Greater visibility during peak buying windows

   

• Stronger ROAS during the most competitive periods

   

3. Sponsored Brand-Led Visibility

With Sponsored Products budgets constrained, Sponsored Brand campaigns—particularly Storefront placements—were prioritised. These drove highly efficient traffic into curated brand environments, increasing basket size and supporting both new-to-brand and returning customers.

This approach allowed icon to compete effectively against larger brands without relying solely on aggressive Sponsored Products scaling.