The brand
Polar Specialist Coatings is the UK's premier brand in patio paint — and Amazon's #1 brand in the category. They share roots with Johnstones paints (a long-standing Amazon best-seller), benefiting from a 130-year legacy in paint manufacturing and a reputation for high-performance solutions that rejuvenate, shield and maintain residential properties.
The starting point
Polar already had an established in-house Amazon advertising team. They didn't need an agency to run their account — they needed something more useful: a sharper edge.
- An efficient-ACOS objective. They wanted to reduce wasted ad spend across an expansive sponsored campaign range — without sacrificing ranking.
- An independent audit. They needed an outside expert view on the account — surfacing blind spots the internal team couldn't see.
- Bespoke training for the in-house team. Whatever the audit surfaced, they wanted their own people upskilled to act on it.
Our playbook
We executed in two coordinated phases.
1. Independent ad account deep-dive
With access to Polar's ad account and Seller Central business reports, we ran a meticulous account evaluation — surfacing exactly where spend was leaking, which campaigns were structurally inefficient, and which ACOS gains were sitting unrealised.
2. Customised, advanced training
Post-audit, we ran several hours of bespoke training for the in-house team — focused on advanced advertising techniques the internal team wasn't yet using to full effect:
- Automation tools to cut manual overhead and protect performance at scale
- Advertising dayparting to align bid intensity with intent windows
- Strategies to amplify sales from Amazon variations — a frequently underexploited lever
The result
The training was an eye-opener and a game-changer for the in-house team. They walked away with concrete tactics they could implement immediately — and the broader understanding that, on a platform as competitive as Amazon, defending a #1 position requires the same operational discipline as winning it in the first place.
What this means for serious Amazon brands
Brands sitting at #1 in their category often assume the work is done. The Polar engagement proves the opposite: defending a category-leading position requires continuous reinvestment in training and up-skilling. If your in-house team has plateaued — or you want senior-level audit perspective without a full agency retainer — the same coaching approach is potentially achievable for you.
Evidence
The proof.
Screenshots from the live Amazon account.
Achievable for your brand
The same playbook can work for you.
Whether the exact tactics here translate depends on your category, your competition and your data. The fastest way to find out: book a free 15-minute audit. You'll walk away with a hyper-personalised niche report on your category — yours to keep, whether we end up working together or not.
