Overview

With Amazon as one of its key sales channels, VITAFY wanted to take performance to the next level. Until then, Amazon Ads had been managed externally through an agency and their PPC tool. The goal was to bring campaign management in-house, gain full control, and create a setup that could scale efficiently across thousands of ASINs. At the same time, rising competition and higher CPCs in previously niche categories made efficient advertising increasingly complex – calling for a smarter, data-driven solution.

The Story behind VITAFY

Founded in 2014 in Munich, VITAFY focuses on developing and bringing to market premium, functional products around healthy nutrition, natural supplements, and fitness – all with the clear mission of promoting an active and healthy lifestyle. Through its central platform vitafy.de, the company sells both its own and selected partner brands. Its own product portfolio includes well-known names such as Achterhof, BODYLAB, C.P. Sports, LINEAVI, and GymQueen.

The Brand Achterhof

As part of VITAFY, the natural nutrition brand Achterhof stands for “the power of nature”. Offering pure, high-quality supplements, valuable plant powders, and high-quality spices – always with the ambition to provide their customers with natural products of the highest purity and quality. Thus, all products are free from unnecessary additives, as organic as possible, and vegan. With Amazon as a key sales channel alongside the brand’s own webshop vom-achterhof.de, this case takes a closer look at the success story and development behind VITAFY’s brand Achterhof, analyzing the performance data behind its seller and ad account in detail.

The Challenges

• Changing market conditions – competition intensified in previously niche categories, while CPCs were increasing and ROAS was declining, raising pressure on advertising efficiency.
• Transitioning from externally managed advertising to an in-house, self-service setup using a dedicated tool.
• Migrating thousands of ASINs into a new, performance-oriented structure.
• Ensuring efficient campaign management and profitability at scale.

The Goal

The goal was to establish an efficient, scalable Amazon Ads setup that would enable profitable growth and full campaign control across Achterhof’s (and VITAFY’s) extensive product portfolio. There was a need to ensure that a data-driven advertising approach would help to develop visibility and brand presence while building the foundation for sustainable, long-term growth.

The Solution

Approach:

• Migration to metoda’s Ad Optimizer as the central tool for bidding and campaign management.
• Development of a new, granular campaign setup to enable more precise control over ad placements via keyword, product and category targeting.

Where did the magic happen?

Smart automation met human expertise. With metoda’s solution as the control center, Achterhof’s campaigns were fine-tuned through data-driven decisions, constant performance monitoring, and targeted adjustments. The tool provided transparency and speed – but it was the strategic use of its features that turned data into measurable growth.

Tool features and strategic decision-making that made the difference

• Granular single-ASIN campaign management based on product-level profitability via target ACoS (advertising cost of sales) adjustment, with differentiated control for branded and unbranded portfolios to drive incremental growth while maintaining visibility and profitability within the brand segment. TACoS targets were dynamically adjusted at the campaign level to achieve optimal profitability for each product.
• Full budget utilization to avoid out-of-budget phases, made possible by metoda’s forecasting features. The tool predicts how each portfolio of campaigns will spend and flags underfunded portfolios. By maintaining a consistent budget distribution throughout the day, Achterhof ensured the entire budget was used effectively – without lowering bids or limiting visibility.
• Targeted Top-of-Search focus for low-involvement products, implemented through higher bid modifiers for such placements and focus keywords to maximize visibility.
• Using campaign boosts, target ACoS adjustments were automatically scheduled for key moments such as deals, product launches, or overstock pushes – allowing Achterhof to adapt spend levels and performance goals in real time.
• Fast bulk creation and updates of campaigns, enabling efficient expansion – especially for Sponsored Brand (Video) setups.
• Efficient monitoring across all ad accounts and campaigns through smart notifications and the Morning Brief via email, with the flexibility to create individual tag structures and customize reporting accordingly.

The Results

Since the end of 2023, the collaboration between VITAFY and metoda has evolved into a focused and successful partnership. Beyond performance outcomes, the partnership was characterized by continuous exchange and joint development. VITAFY not only benefited from metoda’s technology and expertise but also actively contributed to its evolution – providing feedback and sharing valuable customer insights.

Through the approaches and strategic implementations described above, the teams achieved sustained and profitable growth for over more than 2 years, built on data-driven decisions, automation, and continuous optimization within the Amazon Ads landscape, leading to the results described below.

Impressions across all campaigns

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Strong visibility as the foundation for growth: Over the whole year, impressions increased by 101% between the baseline year and the first year of collaboration and remained almost just as high in the second year – a clear sign of sustained reach and brand presence across Amazon.

Ad Spend and Ad Revenue Development

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After a highly successful first year – with ad spend and ad revenue both rising by 56% while maintaining a stable ACoS – Achterhof strategically increased ad spend further in year two to capitalize on that momentum. Despite higher CPCs and competitive pressure, performance remained strong and profitability robust, with ad revenue further growing by 9% in the second year of the partnership.

Total Revenue Development across Achterhof’s seller account

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More importantly, not only did the ad KPIs show strong growth, but total revenue also increased by 34 % in the first year of collaboration and by another 4 % in the second, resulting in overall growth of 40 % over the two years compared to the baseline year. The strong uplift in paid performance not only expanded total business impact but also contributed to the continued growth of organic sales, reinforcing Achterhof’s brand visibility and position on Amazon.

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