A chunk of your Amazon ad budget is buying sales you'd have made anyway. HaloTrack shines a light on it — by tracking your real market share on every search term against every pound you spend.
Invite-only · free during early access · read-only access
Typical account after a HaloTrack audit
The leak
None of them show up in ACOS. All of them show up in your bank account.
You rank #1 organically and bid on your own brand "defensively" — paying a toll on customers who searched for you by name.
Top-3 organic rank plus an ad above it. The ad takes credit; the shopper was clicking through either way.
Bids went up, attributed sales went up, but your share of the term never moved. You re-bought your own demand.
Why your tools can't see it
Every bid optimiser on the market manages to attributed revenue. None of them know your market share. So they can't tell a caused sale from a claimed one — and they keep spending on both.
Shopper searches a term you already rank #2 on
Your ad sits above your organic listing
They click the ad. They'd have clicked either way.
+1 "ad sale"Console: ACOS healthy. Reality: margin paid for nothing.
−£1.40HaloTrack: spend up, purchase share flat → flagged
CANNIBALISEDTHE TURN · SPEND THAT BUYS NOTHING → MONEY THAT COMES BACK
The fix — tracking better
SQP share trends plus spend overlay, term by term. Verdicts, not dashboards-for-the-sake-of-dashboards.
acct: your-brand-here · wk 23 · 14 terms reviewed
SAME SALES · SMALLER BILL · EVERY WEEK
You're #1 organic on your own brand. Share didn't move when you paused the ad last autumn — HaloTrack remembers, even if you don't. Verdict: cut.
"collagen powder" grows purchase share every time spend rises. That's real incrementality — HaloTrack tells you to protect it, not cut it. This isn't about spending less everywhere. It's about spending where it works.
Terms where you dominate organically and share never responds to spend get a CUT verdict with the monthly amount attached. No theory. Your data, your history, your money.
£1,950 a month back, found in one weekly audit — and the winners kept fully funded. That's what tracking better buys you.
Early access
The SQP tracking dashboard is free during early access. Invite-only, onboarded in small batches, full historical backfill from day one. Apply now — we review weekly.