Founder of Eleviam | We engineer Amazon TikTok Shop growth for CPG brands. | 10M Revenue generated | DM for brand acceleration
Joined November 2019
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Wellness brand. Q1 2026.
Revenue up. Margin down.
60 days of structural work:
Before: TACOS 31%, organic rank #14
After: TACOS 19%, organic rank #5
No price changes. No new products. No ad budget increase.
Same Amazon. Different configuration. 11 margin points back.
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Jun 14
Rufus doesn't index your bullet points.
It reads:
→ Product description prose
→ A content body copy
→ Q&A section
→ Review language
The brands winning AI search write listings like they're answering a customer question.
Most CPG brands aren't ready for that.
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Jun 13
Running ads on a keyword you already rank #1 for organically?
You're not buying sales. You're renting a position you already own.
Pull your search term report. Find where paid and organic overlap. That's the first place margin leaks and the easiest to plug.
50
Jun 12
Meta customer LTV vs Amazon customer LTV.
We measured it across 6 CPG brands.
Meta 1st order customers: 2.4x higher 12 month LTV.
Amazon builds revenue. Meta builds brand.
You need both. Most brands only optimize for one.
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Jun 11
Your best Amazon customer just became Amazon's customer.
Unless you put a reason to come direct in the box.
Insert card. Post purchase flow. A reason to register. Something.
Otherwise you're paying acquisition costs to build someone else's retention.
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Jun 10
Audited 14 CPG listings last month.
11 had the same 3 margin leaks:
1/ PPC competing against your own organic rank
2/ Variant structure splitting review velocity
3/ Listings invisible to Rufus AI search
None show up as a P&L line item. They show up as "flat growth."
Thread 🧵
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Jun 10
7/ Leak #3: Listings invisible to Rufus AI search
Amazon search is no longer just keyword matching.
Rufus is interpreting intent.
That means your listing needs to answer buyer questions clearly.
Not just stuff keywords into bullets.
8/ A lot of CPG listings still read like this:
“Premium quality. Great taste. Convenient packaging. Trusted brand.”
That does not help AI understand:
Who it is for
When to use it
What problem it solves
What makes it different
Why it is better than alternatives
9/ Example:
Bad:
“Delicious protein snack for any occasion.”
Better:
“High protein, low sugar snack for busy adults who need a portable post workout or afternoon energy option.”
One is generic.
The other gives Amazon’s AI context.
10/ What to check:
Ask:
Does the listing clearly explain the use case?
Does it mention audience, occasion, benefit, and differentiator?
Would an AI assistant confidently recommend this product for a specific shopper query?
If not, you are under indexed for AI driven discovery.
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Jun 10
11/ The real issue:
None of these leaks look dramatic inside a monthly report.
PPC still converts.
Variants still sell.
Listings still get traffic.
So the brand assumes the problem is demand.
But often, the problem is architecture.
12/ Flat growth usually does not come from one big failure.
It comes from 3-5 small leaks compounding:
-Overpaying for existing demand
-Splitting social proof
-Confusing search algorithms
-Weakening conversion
-Raising CAC
-That is how margin disappears quietly.
13/ The fix is not “spend more.”
It is:
-Separate growth spend from defensive spend
-Clean up variant strategy
-Consolidate review velocity where possible
-Rewrite listings for human AI search
-Track total sales lift, not just ad attributed sales
14/ CPG brands do not need more dashboards.
They need better diagnosis.
Because the most expensive problems rarely show up as obvious losses.
They show up as:
“Sales are fine, but growth feels harder.”
That is where the margin leaks usually are.
44
Jun 7
3 things I won't apologize for:
1) Hating long term contracts. We earn the month.
2) Refusing brands we can't move the needle for.
3) Putting our own capital on the line through 3P deals.
Aligned incentives are the only moat in this business.
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Jun 6
Brand founders: how often does your Amazon agency actually open Seller Central in front of you on a call?
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Jun 5
How to spot a leaking listing in 60 seconds:
1) Open the PDP on mobile
2) Main image; does it sell on its own?
3) A ; explaining or decorating?
4) Top reviews; are objections handled?
5) Vs. next 3 results; commodity priced?
Fail 3 and you're leaving CVR on the table.
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Jun 4
TikTok Shop math that surprises every founder I talk to:
A $35 product with 3% creator commission 5% platform fee $4 fulfillment COGS still nets cleaner than a lot of Amazon SKUs once you factor in PPC waste.
Channel diversification isn't a hedge.
It's an upside lever.
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Jun 3
PPC ACoS is the most overrated metric in Amazon agency reporting.
What I want to see:
– TACoS trend (true spend efficiency)
– Margin per unit, post fees
– New to brand %
– Organic rank on your top 5 keywords
If your dashboard doesn't show those, it's decoration.
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Jun 2
Numbers from a 3 month engagement:
– CVR: 67%
– Purchases: 20%
– CTR: 42%
Real demand. Plateau'd performance.
No "hack." We rebuilt listings, restructured ads, aligned inventory to demand.
The boring work compounds. DM if you want it run on yours.
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Jun 1
FBA overcharges quietly eat 1-3% of margin on most CPG brands I audit.
Causes:
– Dimensional reclassification (Amazon shrinks the box on their side)
– Lost units reimbursed but undercounted
– Wrong size tier on inbound
Pull 90 days of FBA fees and reconcile.
You'll find money.
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May 31
Three things I won't apologize for:
1) Hating long term contracts. We earn the month.
2) Refusing brands we can't move the needle for.
3) Putting our own capital on the line through 3P deals.
Aligned incentives are the only moat in this business.
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54
May 29
How to spot a leaking listing in 60 seconds:
1) Open the PDP on mobile
2) Main image: does it sell on its own?
3) A : explaining or decorating?
4) Top reviews: are objections handled?
5) Vs. next 3 results: commodity priced?
Fail 3 and you're leaving CVR on the table.
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106
May 28
TikTok Shop math that surprises every founder I talk to:
A $35 product with 3% creator commission 5% platform fee $4 fulfillment COGS still nets cleaner than a lot of Amazon SKUs once you factor in PPC waste.
Channel diversification isn't a hedge.
It's an upside lever.
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