Overview

In early 2022 Barnett Outdoors, a long‑standing name in crossbows and archery gear, overhauled its Amazon advertising approach by integrating Helium 10’s Adtomic platform with the Market Tracker 360 suite. The combined solution drove the brand’s advertising cost of sales (ACoS) down by more than 50 %, boosting profit margins and unlocking budget for new product launches—an outcome that any Amazon seller should examine.

Key Points

• Ownership shift sparked cost pressure — After a change in ownership in 2021, the company saw its ACoS climb to levels that threatened the profitability of its best‑selling crossbow listings.
• Automation replaced manual tweaks — The marketing team switched to Adtomic’s algorithmic bid management and paired it with Market Tracker 360’s competitor keyword intelligence.
• ACoS fell over 50 % in 90 days — Within a three‑month window the integrated tools cut the advertising cost of sales from double‑digit percentages to a healthy single‑digit range.
• Savings funded product experiments — The budget freed by the lower ACoS was redirected to test emerging SKUs, allowing the brand to expand into niche hunting sub‑categories.
• Process scaled without extra hires — The new workflow relies on repeatable, automated steps, enabling the team to apply the same methodology across multiple product lines without expanding staff.

How Adtomic and Market Tracker 360 Work

1. Automated Bid Management (Adtomic) — The system continuously evaluates each keyword’s performance and adjusts bids in real time; for instance, when a high‑conversion term began to lose relevance, its bid was trimmed by roughly 30 %, preserving spend while keeping the ad visible.
2. Keyword Gap Discovery (Market Tracker 360) — By scanning rival listings, the tool highlights missing high‑traffic phrases; Barnett identified a competitor’s “quiet crossbow” keyword, added it to its own campaigns, and captured a previously untapped search segment.
3. Negative Keyword Pruning (Adtomic) — Underperforming terms that generated clicks but no sales are automatically flagged and excluded; a generic “archery accessories” phrase that previously consumed about 12 % of daily spend was removed, instantly reducing waste.