Amazon
Amazon is the group’s largest channel by unit volume. SVW operates catalogues across the European and North American marketplaces.
Amazon is the largest third-party marketplace in the world and the primary volume channel for most consumer brands selling online.
Sources: Amazon reported results, Marketplace Pulse. Figures as at 2026.
SVW operates brand catalogues across Amazon's 21 marketplaces, on Seller Central and Vendor Central, through FBA, FBM and Pan-European fulfilment.
Each catalogue is managed as four systems sharing one profit and loss: architecture, content, advertising and inventory. A variation family built poorly caps conversion. Reduced conversion raises cost per click. Higher cost per click consumes budget allocated to inventory. A stockout follows, and the organic position that advertising funded resets. The loop is not visible to functions operating independently of one another.
Advertising coverage runs across Sponsored Products, Sponsored Brands and Sponsored Display, extending to Amazon DSP where volume justifies it.
These are not four problems. They are one loop, and it runs in both directions.
- Catalogue structure
- Conversion rate
- Advertising cost
- Inventory cover
- Organic rank
Improve any node and the others improve. Neglect any node and the others decay.
Approximately two weeks. Catalogue audit, search term analysis at query level, inventory health and IPI review, competitor position mapping, and a margin breakdown to unit level including storage, returns and long-term fees. The output is a written account of where margin is currently being lost.
Catalogue structure, titles, bullets, backend fields, imagery and A+ modules rebuilt against category search behaviour. Search language and internal product language differ measurably.
Campaigns rebuilt so that spend is legible. Match types separated, converting terms harvested and isolated, negatives applied deliberately, and budgets set against inventory cover rather than a fixed monthly figure.
Weekly restock and bid cycles, monthly unit-level margin review, continuous case, dispute and account health handling. Reporting is on contribution after all Amazon fees.
Inventory cover against current lead times. Supplier lead times, freight and Amazon receiving times all move. Restocking against historical assumptions produces stockouts during peak periods.
Query-level visibility. Management at campaign level averages performing and non-performing terms together. Isolation is what makes spend legible.
Conversion rate. It multiplies every other variable. A two-point improvement reduces effective cost per acquisition, stabilises organic position and widens the margin available for inventory.
Account health. Policy warnings, intellectual property complaints and performance notifications precede suppression. They function as leading indicators.
ACOS used as a growth measure. ACOS measures advertising efficiency rather than profitability. Optimising against it can improve the ratio while contribution margin declines.
Europe operated as a single market. Search behaviour, competitors, price expectations, compliance obligations and VAT treatment differ by country.
Content written internally. Internally agreed product language differs from customer search language. The gap is measurable and affects conversion directly.
Decisions taken from the interface. Platform dashboards are structured to encourage spend. Holding a bid position through a period of weak performance requires a margin model independent of the dashboard.
No single owner of the loop. Specialists optimising individual metrics independently produce worse outcomes than one function holding the full profit and loss.
Amazon is the group's largest channel by volume. A limited number of external catalogues are managed alongside our own each year.