Prairie Horse Supply is a business that offers everything an equine enthusiast could ever need, from saddle bags and fly masks to riding crops and brushes. Based in Charleston, South Carolina, the company launched directly on Amazon in 2014, and started advertising on the site in 2015. Today, Prairie Horse Supply sells over 1,300 different products to customers across the United States.
The challenge: reduce weekly ad spend without wasting hours on manual analysis
Prairie Horse Supply maintains an extensive product catalog, which is great for its customers, but made managing their Amazon advertising very challenging. Their account generated so much data, it'd take owner and CEO Amy Lubeck two full weeks, working 3–4 hours a day, to dig through all the spreadsheets and figure out how to lower her ad spend. The process was eating up too much of her time that should have been spent growing the business. Even worse, by the time Lubeck completed her analysis, customer behavior—and the Amazon platform—had already changed, shooting her ad spend back up and forcing her to begin anew. The situation was untenable.
The solution: a technology platform and services
Prairie Horse Supply learned about Intentwise from another Amazon-based company that had experienced similar growing pains. Fed up with the entire process, Lubeck decided to just turn the reins over to the experts and let them optimize the ads for her. The first thing the Intentwise team did was set up Prairie Horse Supply’s Amazon account on the Intentwise platform, which leverages machine learning and artificial intelligence to optimize ads. It enables users to automatically pull and analyze copious amounts of data, generating insights and recommendations for improving ad performance. It also allows for automated campaign management within set parameters, freeing up campaign managers from having to constantly monitor performance and make manual adjustments.
The result: a reduction of ACOS and increase in sales
The benefit of having Intentwise manage Prairie Horse Supply’s Amazon account was immediately clear: costs went down, and sales went up. Intentwise reduced Prairie Horse Supply’s advertising cost of sales (ACOS) from 30% to a steady 11%, month-over-month. In addition to the cost savings, revenue went up, as sales steadily increased.
As for Lubeck, instead of spending weeks trying to make sense of endless spreadsheets, she reduced her Amazon marketing time to biweekly meetings with the Intentwise team, during which they went over progress, results, and new ideas. ”I’m free to focus on what I want to,” Lubeck says.
