01Leak
Spend on weaker products
Budget spread evenly sends clicks to products with fewer reviews, which lose the comparison.
FixSpend focused on products with strong reviews.
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- Who we help
- Baby and toy brands
Baby and toy brands
Amazon PPC agency for baby and toy brands
Parents read reviews and safety details before they buy, and come back as the child grows. Toys add a sharp Q4 peak driven by gift searches by age. A senior strategist puts spend behind your best-reviewed products, shows the next stage to past buyers, and sets up Q4 gift searches early.
- For brands spending $10K+ a month on ads
- Weekly Share Report
- 0% of your ad spend
Every plan runs on our Amazon PPC management
Category map6 category pages
Baby and toySample read
- Share is won on
- Trust
- Lost to
- Q4 rivals
- Peaks
- Jul · Q4
- January: Quiet
- February: Quiet
- March: Quiet
- April: Quiet
- May: Quiet
- June: Quiet
- July: Peak
- August: Quiet
- September: Quiet
- October: Busy
- November: Peak
- December: Peak
One senior teamAcross categories
Peaks plannedWeeks ahead
Trusted by 100+ Amazon brands
- Verified Partner
- Live-Data Audits
- PPC Toolstack
- Market Research
What decides share
What decides share in baby and toy
Baby and toy brands win on trust first. Then come the stages a child grows through, and a gift season that decides the toy year.
- Trust firstReviews and safety
- Next stageBuyers who come back
- Q4 giftsSearches by age
Baby and toy at a glance
Four thingsTrustReviews
Parents buy on reviews and safety
Ratings, reviews and clear safety details decide the click more than price.
StagesNext size up
Customers come back as the child grows
A parent who buys newborn bottles is a buyer for the next stage, if you reach them.
PeaksJul, Q4
Gift searches in Q4
Toy demand peaks in Q4, with searches by age and occasion, such as toys for 3 year olds.
RulesSafety
Safety documents first
Children's products need safety documents and age labels before they can sell, and a hold stops their ads.
Where the money goes
Where baby and toy brands lose share
Four gaps we see most in baby and toy accounts.
02Leak
Past buyers forgotten
Parents who bought the first stage are not shown the next one, and a rival gets the sale.
FixNext-stage products shown to past buyers.
03Leak
Q4 set up too late
Gift searches by age build from October. Campaigns built in late November miss the build-up.
FixQ4 gift searches set up early.
04Leak
Holds that stop ads
A missing safety document or age label can stop a product, and its ads, without warning.
FixListing and compliance status checked weekly.
Our method
One method, tuned to your category
The way we work is the same for every brand. What changes is the calendar, the targets and the rivals we plan around.
- 01
Audit your share
Top 3 rivalsYour share of the top searches in your category next to your top 3 rivals.
- 02
Plan the category
Peaks · margin · rulesTargets from your margin, budgets from your calendar, and the rules that apply.
- 03
Run it weekly
Bids · budgets · negativesA senior strategist tunes the account every week, with peaks planned ahead.
- 04
Report your share
Weekly Share ReportYour share of the searches that matter in your category, week by week.
Ten categories, one teamThe same senior strategists work across categories, so what works in one reaches the next.
Your data sets the calendarTypical peaks are a starting point. Your own SQP shows when your shoppers start searching.
Category plays
Three plays for baby and toy brands
Where share is decided in baby and toy, and what we do about it. Pick one to see the plan.
01 · Where share is decided
Share is won on trust, and on Q4 gift searches
Parents read reviews and safety details before they buy, and they come back as the child grows. Toys add a second pattern: a sharp Q4 peak driven by gift searches by age and occasion.
Where share is decided
- Reviews and safety signals
- Parents buying the next size up
- Gift searches in Q4
What we do
- Ads focused on products with strong reviews
- Next-stage products shown to past buyers
- Q4 gift searches by age set up early
Baby and toy at a glance
How we read it- ReordersMedium
- SeasonalityHigh
- RulesHigh
Searches we see
- “baby bottle warmer”
- “toddler snack cups”
- “toys for 3 year olds”
Peak months Jul · Q4
- January: Quiet
- February: Quiet
- March: Quiet
- April: Quiet
- May: Quiet
- June: Quiet
- July: Peak
- August: Quiet
- September: Quiet
- October: Busy
- November: Peak
- December: Peak
02 · How parents search
Campaigns built on how parents search
Parents search by stage, age and problem: newborn bottles, toddler snack cups, toys for 3 year olds. We use Search Query Performance data to find these patterns and build campaigns around them.
- Searches grouped by age and stage
- SQP data on what parents buy
- Negatives for the wrong age group
Searches by stage · sample
SQP| Search | Stage | Plan |
|---|---|---|
| baby bottle warmer | Newborn | Bid |
| toddler snack cups | Toddler | Bid |
| toys for 3 year olds | Gift | Q4 |
03 · Toys and Q4
Toy plans built for the gift season
Educational and Montessori toys win on proof of what a child learns, and most toy demand lands in Q4. We set up gift searches by age early and keep spend on the toys that convert best.
- Gift searches by age set up early
- Spend on the best-converting toys
- Budgets eased after December
Toy budget · typical
By month| Month | Demand | Budget |
|---|---|---|
| September | Building | Set up |
| November | Peak | Raised |
| January | Quiet | Eased |
Rules that move ads
What Amazon requires, and what it means for baby and toy ads
Two rules decide whether baby and toy ads keep running.
- Every categoryWhat Amazon requiresA featured offer and stock in handWhat it means for ads
Sponsored Products ads do not show without the featured offer or when out of stock. We check both weekly.
- Children's products and toysWhat Amazon requiresSafety documents and age labelsWhat it means for ads
A product on hold cannot sell, and its ads stop too. We check status before every push.
Results
Results from brands we manage
Real accounts, measured on sales and TACoS, not clicks.
How one pet brand grew sales 140% in 90 days
ACoS was 38%. We rebuilt campaigns around buyer intent, cut 312 wasted search terms and moved spend to peak hours.
+140%Monthly sales
312Negative keywords
90Days
We've been working with Amplivus for over a year. Sales increased, ACoS improved noticeably, and their experience really shows.
100+Amazon brands managed
$50M+Ad spend managed
20%+Year-over-year sales growth
Approaches compared
A category plan vs a generic playbook
Three ways brands run Amazon ads, and how much of your category each one plans for.
| Compare | How we run itAmplivus | Generalist agency | DIY tool |
|---|---|---|---|
| Category calendar | Planned from your SQP | A generic Q4 plan | None |
| Targets | From your margin and reorders | One ACoS for everything | Rules you set |
| Category rules | Checked every week | When something breaks | Not covered |
| Rivals | Top 3 tracked weekly | Monthly, at best | Not shown |
| Who runs it | A senior strategist, 1 per 8 brands | Often a junior manager | You |
| Main risk | Low: your category plan in writing | A playbook built for someone else | Your time, every week |
Pricing
One flat fee, whatever you sell
The fee is set by your ASINs, marketplaces and ad types, not by your category and never by your ad spend. Your exact fee is in writing after the free audit.
Flat monthly feeMonth-to-month
$1,000-$5,000per month
The same pricing in every category. Your exact fee is in writing before you sign.
- Category plan: peaks, margin, rules
- Weekly bids, budgets and negatives
- Weekly Share Report
- Top 3 rivals tracked in your category
- Senior strategist, 1 per 8 brands
- Month-to-month, 0% of ad spend
10categories we plan for
12months planned ahead
24hreplies from your strategist
1:8strategist to brands
0%of your ad spend, ever
Free · No obligation
Request your free Market Share Audit
Tell us about your account. A senior strategist reviews it and sends you a written audit with a flat monthly quote.
- 01We review your accountSpend, structure and your share against your top 3 rivals.
- 02You get it in writingWasted spend, the fixes and a flat monthly quote. Yours to keep.
- 03Walk through it togetherA short call to go over the findings. No obligation.
- Month-to-month
- 0% of ad spend
- Senior strategist
Baby and toy guides
Guides for baby and toy brands
Amazon PPC for baby brands past $100K a month
Scaling without losing margin.
PPC strategy for baby brands at $200K+
Structure and targets for baby products.
Amazon advertising for $500K+ baby brands
The plan for large baby accounts.
How parents search on Amazon
What SQP data shows about parents.
Keywords for wearable breast pump brands
The searches worth bidding on.
Why Montessori toy brands win Amazon PPC
A playbook for a niche toy category.
Why educational toys convert better
And how to match it in your ads.
Amazon PPC cost benchmarks for baby brands
What clicks and ACoS look like in baby.
Do you work with baby and toy brands?
Yes. We plan for baby products, from feeding and nursery to toddler gear, and for toys, including educational and Montessori toys.
How do you advertise products for parents?
By putting spend behind products with strong reviews and clear safety details, grouping searches by the child's age and stage, and showing the next stage to parents who bought before.
When should toy brands start Q4 campaigns?
Gift searches by age build from October, so we set up Q4 campaigns and budgets before then and raise them through November and December.
How much does Amazon PPC management cost for a baby or toy brand?
One flat monthly fee: $1,000, $2,500 or $5,000 a month, set by your ad spend. It is never a percentage of your ad spend, there is no setup fee, and you can leave with 30 days' notice.
Should a baby or toy brand hire an agency or build in-house?
It depends on your spend and your team. At $40,000 a month in ad spend, an in-house hire costs about $6,000 a month in pay against our $2,500 flat fee, but gives you someone full-time. Many brands start with an agency and hire later.
Do you work with baby and toy brands in the UK and Australia?
Yes. We work with brands on Amazon.com, Amazon.co.uk and Amazon.com.au, with keywords, targets and a calendar for each marketplace.
Free Market Share Audit
See your share in baby and toy
Your share of the top baby and toy searches next to your top 3 rivals, where you are losing it, and the plan to win it back, with a flat monthly quote.
- Written, yours to keep
- Flat monthly quote
- No obligation