Comparisons
Side-by-side breakdowns of the choices that come up most in operating an Amazon and D2C account. Each one ends with a clear operator's verdict.
TACoS vs ACoS
TACoS is the business metric. ACoS is the tactical one. Knowing when to use each separates the operators who hit P&L targets from the ones who hit campaign dashboards.
Sponsored Products vs Sponsored Brands
Sponsored Products is the workhorse for direct conversion. Sponsored Brands is the discovery layer for brand-building accounts. Most lean teams should master Sponsored Products before they touch Sponsored Brands.
Amazon DSP vs Sponsored Display
Both show display ads. DSP works on programmatic audiences and goes off-Amazon. Sponsored Display stays inside Amazon and is much easier to operate. For most lean teams, the answer is Sponsored Display - DSP is overkill until budget and account complexity justify it.
Amazon vs Walmart Marketplace
Amazon is the default. Walmart is the meaningful second marketplace in the US - smaller, less competitive, but conversion mechanics differ. Worth adding when you have saturated Amazon and have inventory + ops to support a second platform.
Auto vs Manual Campaigns
Auto campaigns find keywords. Manual campaigns own keywords. Run both, in a specific relationship: auto for discovery, manual for control. Pretending you can skip auto is one of the biggest unforced errors.
FBA vs FBM
FBA buys you Prime eligibility (huge for conversion) but charges fulfillment fees that compress CM1. FBM (Fulfilled by Merchant) is cheaper per unit but kills the Prime badge and conversion rate. For most products under $50, FBA wins on net margin even after fees.