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Last Minute Preparations


Smarty Pants approached FME in late October with a relatively new account and a children's toy to sell on Amazon. With little to no sales history, they were seeking to have a quick turnaround on PPC implementation to achieve some level of success for the upcoming holiday season, as their product is one that is highly dependent on holiday sales.FME quickly produced a fully optimized product listing to accompany a highly strategized PPC campaign. By November 6th, the listing was updated and ad campaigns were initialized. With an understanding that Black Friday was only two weeks away, FME sought to expedite the PPC optimization process, one that generally requires longer periods of data gathering and analysis. Initial PPC ACoS ran high - between 100% and 250%. This is expected during the data gathering period for new ad campaigns, but this would not suffice for the holiday shopping season. On 11/22, the day before Black Friday, intelligent analysis was conducted on the data that had been gathered so far. PPC optimizations were made based on analysis results, and the product was ready for holiday shoppers.


Growth in Holiday Sales Revenue


In single product sales, up from $1,000


Holiday orders from optimized PPC


PPC ACoS drop from 250% to 29%

smarty pants

All I Want for Christmas is Profit

Metrics collected from the next month (11/22 to 12/22) showed that the ACoS was successfully reduced to and controlled at 29%. Furthermore, 69% of the holiday sales were attributed to PPC campaign orders. Sales increased from $1500 in October (pre-FME) to nearly $11000 in November, and almost $27000 during December.

The quick growth and success from this holiday season would have been missed without proper optimizations and intelligent PPC utilization from FME.

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foun·tain·head noun, an original source of something.

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To win at eCommerce, Amazon or traditional, a seller needs both intuitive understanding of buyer behavior and application of complex mathematics. People skills can only get you so far. Numbers express exactly the how, what, when, and where of buyer behavior. It’s our job to interpret these numbers using calculus and experience to answer who the customers are and why they buy. Once we define and understand the audience, we can target and sell to them with scope and precision.

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