The challenge
A home appliance brand in India sold through Amazon and Flipkart, each with its own ad account, naming style and quarterly budget. Reports came as two exports in two formats, so the marketplaces could not be compared fairly.
Our approach
We built one plan with goals set by product range, rebuilt both accounts with one naming system and matching campaign types, and moved budget reviews to a weekly call. Reporting used one template with identical definitions.
The outcome
The brand now plans by product range and moves budget between Amazon and Flipkart as the weekly review suggests. Leadership gets one report that compares both marketplaces on the same terms, and the in-house team spends its time on decisions instead of reformatting exports.
The Client and Context
The client was a home appliance brand selling in India through two large marketplaces, Amazon and Flipkart. Each had its own ad account, managed by a different person with a different naming style. Sponsored products and sponsored brands campaigns had been built differently on each side, and budgets were agreed once a quarter and seldom moved.
The practical problem was comparison. Reports came as two exports in two formats, so the team could not judge the marketplaces fairly. Festive sales and product launches were planned late. Nobody could say which product ranges deserved more spend, or where the same keyword was being paid for twice. The brand needed to run its marketplace advertising as one program with shared definitions, not as two separate habits.
How the Work Was Organized
AdOps Media started with a single plan covering both marketplaces, with goals set by product range rather than by platform. The sponsored products and sponsored brands structure was rebuilt with one naming system and matching campaign types, so each range could be read the same way on Amazon Ads and Flipkart Ads. Our sponsored products and search ads service describes this approach.
Budgets were split by range and reviewed in a weekly pacing call, which replaced the quarterly rhythm. Keyword and search term findings were shared across both accounts, helping to expose duplicate spend. Reporting moved to a single template with identical definitions for both networks, plus a short written note on what to change next. Our guide to managing multiple retail media networks covers the wider principle. The note gave the team a concrete next step each week, rather than a table of figures with no conclusion.
What Changed for the Team
The brand now runs both marketplaces as one program. Planning begins with product ranges, and budget moves between Amazon and Flipkart as the weekly review suggests, rather than waiting for the next quarter. Campaign names and structure match, so new team members find their way around quickly.
Festive and launch periods are planned ahead on a shared calendar, and leadership receives one report that compares the two marketplaces on equal terms. That makes conversations about where to invest much simpler. The in-house team spends its time on decisions instead of reformatting exports. Teams in a similar position may find our multi-retailer media management solution a useful starting point.
Key takeaways
- Set goals by product range instead of by platform, so every marketplace is judged against the same business question.
- Use identical naming and campaign structure across accounts; it makes reporting, handovers and audits far easier.
- Replace quarterly budget agreements with a regular pacing review so spend can follow what is actually working.
- Share keyword findings between marketplaces to catch duplicate spend and carry good search terms across accounts.
A home appliance brand moved two separate marketplace ad accounts into one plan, structure and report.