$5M Account Gone Wrong!!

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Hey, It’s Mir again,

Amazon advertising has come a long way, and with the rise of AI-powered tools like Quartile, Perpetua, and others, agencies have found shortcuts to scale ad management. But here’s the ugly truth: these shortcuts are now costing brands millions.

At Scale Fortune, we recently came across a brand doing $5 million+ annually, managed by a well-known agency. They were using Quartile to handle their PPC campaigns. But when we audited the account, it was a complete mess.

No structure.
No intent-based targeting.
No optimization logic.

Just blind automation and wasted ad dollars.

The Problem with AI-First Agencies

These agencies sell AI tools as a magic bullet. “Let the AI do the work,” they say. But here’s what they don’t tell you:

• AI isn’t strategic. It can’t understand your margins, seasonality, or product priorities.

• Most tools like Quartile over-index on spend. They keep pushing budgets to show “growth” — even if it’s unprofitable.

• There’s no human logic layered on top. No one questions the targeting. No one questions why certain campaigns even exist.

In the $5M account we reviewed, we saw:

• Branded keywords being outbid by auto campaigns.

• ASINs with zero margins getting most of the ad spend.

• Auto and broad match campaigns eating 70% of the budget with a 50%+ ACoS.

That's not strategy. That's laziness, dressed up as innovation.

The Irony: These Brands Are Paying for It

What’s worse is that these agencies are charging premium retainers to “manage” the AI tools. In reality, it’s a set-it-and-forget-it model.

They plug in Quartile.
They let it run.
And they send a report every month saying “we’re optimizing.”

Meanwhile, the brand bleeds money.

What Amazon Brands Actually Need

AI tools are great — when used right. But they’re not a replacement for human strategy. The best-performing brands are working with hybrid agencies that:

• Understand unit economics

• Build structured, intent-based campaigns

• Use AI for scale — not for strategy

• Monitor and adapt campaigns weekly based on real business goals

At Scale Fortune, we recently took over an account previously managed by an “AI-first” agency and quickly uncovered massive inefficiencies — trimming 20-30% in wasted ad spend within the first month by applying real strategy over blind automation.

Final Thoughts

If you’re doing 7 or 8 figures on Amazon and your agency is running your ads purely through AI without strategic oversight — you don’t have a partner. You have a vendor.

And that’s dangerous.