FMCG on marketplaces is a game of repeat purchase and low price points. The first order rarely pays for the ad that won it; the second and third orders do.
We run Amazon and quick commerce advertising for FMCG brands. For one brand we held ACoS at 17 to 18% for six months against a 20% target, while revenue kept growing.
Food, beverage, personal care and household brands selling on Amazon India, Flipkart and quick commerce apps.
Audit spend by day, hour and product to find overspend.
Rebuild bids, introduce dayparting and set weekly optimisation.
Add repeat-purchase levers: Subscribe & Save, bundles and quick commerce.
| Area | What makes it hard | What we do |
|---|---|---|
| Price points | Low order values make each click expensive | Multipacks and bundles to lift order value |
| Repeat purchase | Judging ads on the first order undervalues them | Track repeat customers and Subscribe & Save, and use TaCoS |
| Channel conflict | Online discounts can upset distributors and retailers | Agree price floors and grow through ads, not deep discounts |
| Compliance | Food needs an FSSAI licence or registration and correct labels | Check licences and labels before listing and scaling |
We rebuilt the bid strategy, introduced dayparting and set a weekly optimisation routine, so spend stopped running over in the middle of the week.
Yes. We run quick commerce ads on Blinkit and Zepto alongside Amazon for FMCG brands.
Yes. Food businesses need an FSSAI licence or registration, and Amazon asks for it in grocery categories. Labels must also meet FSSAI rules.
Track TaCoS, ad spend as a share of total sales, alongside ACoS. It shows whether ads are building repeat and organic sales over time.
Tell us about your products and channels. We review your account and show you where spend runs over.