A five-page account plan for SUNLY, a fictional Korean sun-care brand selling on Amazon US. Ad spend grew 45% while total sales grew 6%, because most of the budget bought branded searches. The plan moves budget into streaming TV ads, display ads and Sponsored Brands video. It also tests Amazon’s new Full-Funnel Campaigns against the same formats built by hand, judged on total sales rather than attributed ROAS.
| Section | What it answers |
|---|---|
| Executive summary and the ask | What the client needs to approve and why |
| Client snapshot and opportunity sizing | Why attributed ROAS overstates growth, and how much of the H1 gap media can close |
| Key growth constraints | Three blockers, each with the objection to expect from the client’s Seoul team |
| Proposed full-funnel structure | The role and KPI of each stage, manual vs Full-Funnel Campaigns |
| Monthly budget | Current vs test spend by campaign type |
| Measurement and scale-up criteria | Matched product-group test, branded holdout, Long-Term Sales check, Amazon Marketing Cloud, Brand Lift, decision rules |
| Execution, stakeholders and risks | Timeline to the April 30 decision, operating cadence, mitigations |
The brand, client data and all figures are fictional and were created to illustrate account planning. They do not describe any real company. Amazon Ads product facts come from Amazon Ads pages read on November 10, 2026 (listed in the plan).
Prepared by Yooseop Seong.