The Challenge
The advertising works. The dependency underneath it is the problem: nearly two-thirds of revenue is ad-attributed, so if spend stopped, most of the business would stop with it. A décor catalogue of 500+ low-priced SKUs with weak individual search demand makes organic rank hard to build — but the account still has to build it.
Quick answer
A home décor brand on Amazon India returned 5.6× ROAS at 17.86% ACoS over 90 days — ₹49.2 L of ad sales from ₹8.79 L of spend, against ₹75.4 L of total revenue and 11.66% TACoS.
By every advertising metric this is a good account. Only 34.7% of its revenue is organic, and that is the number we would fix first.
The numbers
| Metric | Value |
|---|---|
| Total Amazon revenue | ₹75.4 L |
| Ad-attributed sales | ₹49.2 L |
| Ad spend | ₹8.79 L |
| ROAS | 5.6× |
| ACoS | 17.86% |
| TACoS | 11.66% |
| Organic share | 34.7% |
| Conversion rate | 3.69% |
| Active campaigns | 258 |
Period: 4 June – 1 September 2026, settled through 31 August. Live account figures.
Why the name is withheld
Client name protected under NDA. All metrics from the live account.
Why we publish the weakness
Most agency case studies report the flattering half. Ad performance here is genuinely strong — but an account where 65% of revenue depends on continuous spend carries a risk the ROAS number conceals entirely. Stop advertising for a month and this business contracts by roughly two-thirds. A brand should know that before it celebrates a 5.6×.
Organic share is the honest measure of whether advertising is building something or merely renting it.
Why décor catalogues end up here
Five hundred-plus SKUs at an average price near ₹700, in a category where almost nobody searches for a specific product. Shoppers browse “wall art” or “table lamp” rather than a model name, so demand concentrates on generic head terms that are expensive and crowded. Individual listings rarely accumulate the sales velocity that earns organic rank, so ads carry the volume — and keep carrying it.
What we are doing about it
1. Concentrating spend on fewer SKUs
Spreading budget thinly across 500 listings guarantees none of them reach the velocity threshold for organic rank. Backing a shortlist hard enough to rank them is slower and feels worse in month one.
2. Buying review velocity deliberately
Organic position in décor follows reviews and sales history. Advertising’s job on the shortlist is to buy that history, then step back — the pattern that took our plant-based food client to 79.5% organic.
3. Reporting organic share every month
It is on the monthly report next to ROAS, so the dependency cannot quietly widen while the advertising metrics look fine.
What good looks like
Across our managed accounts, organic share runs from 34.7% at the dependent end to 83.5% at the mature end. There is no universally correct number — a launch phase should be ads-heavy — but a brand three years in, still at one-third organic, has an advertising programme rather than a brand.
Free Amazon audit — we will run the same diagnostic on your account.
Result
5.6× ROAS at 17.86% ACoS across ₹8.79 L of spend, producing ₹49.2 L in ad sales and ₹75.4 L total. Organic share sits at 34.7% — healthy performance, unhealthy dependency.
5.6×
Blended ROAS
17.86%
ACoS
11.66%
TACoS
₹75.4 L
Total Amazon Revenue
34.7%
Organic Share
90 days, Jun–Aug 2026
Period
Under NDA
Client Name