9 de April de 2026
Active Puzzles manufactures high-quality wooden puzzles, with pieces shaped according to the theme of the design (if you make a soccer puzzle, the pieces are balls, boots, trophies…). The product was beautiful, unique, and “giftable,” but the picture on Amazon was different:
In summary: a product with massive potential, tied to an account that achieved neither volume nor profitability.
From the start, the objectives were defined very clearly:
Turn Amazon into a profitable channel, not a marketing expense. The goal was to stop “being on Amazon” to make money on Amazon, month after month.
Multiply turnover while maintaining a similar advertising investment. It wasn’t about spending more, but about investing better: restructuring campaigns and strategy to raise ROAS and increase sales.
Take advantage of Q4 as a growth lever. Puzzles = Gifts. The objective was to shatter the last quarter of the year and use that momentum to consolidate the rest of the year.
Internationalize the brand within Amazon. Go from a focus almost exclusive to one country to working in several European markets with a solid and replicable campaign structure.
Provide visibility to the differential value of the product. Ensure the customer understands, from the listing, that this is not “just another puzzle,” but a premium wooden piece with unique thematic shapes.
Initial Audit and Numbers Without Makeup: The first thing was to review: actual net profit per unit, performance of campaigns (ROAS, ACOS, cost per click), and stock status. This defined what had to be saved, what had to be turned off, and where the real potential lay.
Total Restructuring of Advertising: On the same basis of initial investment, we worked on: reorganizing campaigns by type of puzzle, search intent, and country; cleaning keywords that burned budget without converting; and new campaigns with clear structures to scale what worked. Objective: bring ROAS to the 3-4 range consistently.
Optimization of Listing Details: In parallel, key listings were worked on: titles and bullet points oriented toward SEO as much as to the gift/emotion; images that showed the differential: wood, thickness, special shapes of the pieces; and descriptions that resolved technical objections.
Expansion to New Countries with the Same Logical Strategy: Once the base was settled, we jumped to three more countries in the region, replicating: account structures, listings adapted to the language and context, and ad spend control so that global investment followed similar levels, but was better distributed.
Exploiting Q4 as if it were a Launch Campaign: With the entire structure ready, October 2024 began with a prepared plan: aggressive bid adjustment on gift and holiday keywords, daily campaign monitoring to not lose positions in the rise of demand, and stock alignment to support growth without stockouts—this time, using Amazon FBA.
The numbers speak for themselves
👉 In just two months, not only are sales multiplied, but for the first time they earn real money on the platform.
👉 The business on Amazon multiplied by more than 4 times in a full year.
👉 It wasn’t about “spending more,” but about getting much more performance from the same budget.
Active Puzzles Team
“We had been on Amazon for more than a year and, to be honest, we saw few results. We sold something, but between advertising and commissions, we had the feeling that Amazon didn’t pay off. Since we started working with APConsultify, in two months we saw more movement than in the previous twelve. November and December were not only our best months, but the first in which we felt that Amazon was truly profitable. The best thing is that it hasn’t been about throwing more money at advertising, but about having a clear strategy. They understood our product and knew in which countries and with what focus to sell it. Today Amazon is a pillar of our business, not an experiment.”
Active Puzzles is the perfect example of a common truth: it’s not enough to have a brutal product; if you don’t play the Amazon game, the market never finds out.
Three ideas that this case leaves behind:
The turnover you see is not the turnover you could have. From €18,640 to more than €78,000 in 12 months, with a product that already existed, shows that the bottleneck was not the puzzle, but the strategy.
Advertising is not the enemy, it’s the mirror. For years, a mediocre ROAS told the client that something was not well planned. By organizing campaigns, creatives, and countries, that same budget started to return ROAS of 3-4 consistently.
Amazon is won with method, not with hope. Audit, structural restructuring, and international focus were the key. There was no magic trick, just discipline and data reading.
In summary: when you align product, listing, and advertising, Amazon stops being a gamble and becomes a multiplier.
Strategies and tips to take your sales to the next level.
