Cellarize Account Performance & Optimization
Overview
Cellarize is an Amazon account managed by Asymmetric's performance marketing team. As of late October 2025, the account shows healthy overall growth — organic sales are outpacing ad spend growth — but margin remains below target, requiring selective campaign optimization rather than broad cuts.
See also: [1] for the full review context.
Current Metrics (Last 4 Weeks, as of 2025-10-29)
| Metric | Actual | Target |
|---|---|---|
| ROAS | $3.72 | $4.00 |
| Profit Margin | 35% | 40% |
- Organic sales trend: Growing faster than ad spend — a positive signal indicating improving organic rank and brand awareness.
- Overall trajectory: Sales are up year-on-year, but individual product-level performance shows signs of flattening in some categories.
Margin Improvement Strategy
The primary lever for improving margin from 35% → 40% is reducing spend on low-ROAS campaigns rather than pausing them outright. The rationale: pausing risks losing ranking momentum; reducing bids and budgets preserves presence while cutting waste.
Approach
- Identify campaigns with ROAS < 2.
- Reduce bids and daily budgets on those campaigns (do not pause).
- Monitor for any sales impact before making further cuts.
- Avoid radical changes — edge the margin up incrementally.
Priority Products
Canary Beans
- Lowest ROAS in the account.
- Monthly sales volume is low (~$188/month), so campaign count has already been intentionally reduced.
- Rationale: Don't overspend on a product with limited sales ceiling.
Wheat Flour
- Previously had ROAS below 1; now above 2 — improving but still a focus area.
- Remains one of the lower-performing SKUs by ROAS.
ROAS vs. Sales Volume Trade-off
A key tension in the account: pushing ROAS higher (toward $4.00) risks reducing total sales volume, since higher ROAS typically means tighter bidding and fewer impressions. The current strategy is to balance ROAS improvement with sales growth rather than optimize purely for ROAS.
"The higher the ROAS, the lesser — there's a probability that we will have lesser sales. So I'm trying to balance between a higher ROAS and bigger sales." — Gilbert Barrongo
Related Issues
- Old World Popcorn (Doodla): A separate product line within the same account ecosystem showing sales plateau and packaging-driven review decline. See [2].
- Inventory: Several SKUs (notably 5lb Black Beans) are at critically low stock levels despite recent shipments. See [3].
Action Items (as of 2025-10-29)
- [ ] Reduce bids and budgets on Canary Beans and Wheat Flour campaigns with ROAS < 2 (@Gilbert)
- [ ] Monitor margin weekly; target incremental improvement toward 40%
- [ ] Remind Mark Dudla to accept Seller Central invite (@Mark Hope)