See how SellerApp helped Chair Master scale B2B conversions, boost visibility, and grow profits. All while keeping ad spend lean.
Chair Master is a US-based office chair brand founded by Michael Liu, focused on ergonomic drafting chairs tailored for professionals and businesses. They’ve been in the business for 30+ years and have been running Amazon ads since 2019. Chair Master relies on an FBM fulfillment model, which limits their ability to capitalize on FBA’s enhanced visibility and Prime eligibility benefits.
Michael knew the brand had potential. But scaling beyond a ceiling was difficult for this ambitious brand, especially given the unique challenges of selling bulky B2B products in a competitive and review-driven category. Also, the buyer base is primarily B2B, so the listing performance lagged due to fewer customer reviews.
The brand had been running auto-campaigns manually in-house since 2019 with minimal optimization. Negative keyword targeting wasn’t being used, and high-performing search terms weren’t prioritized, thus draining the ad budget.
PPC ad campaigns were not structured to support either product differentiation or variation testing. Their strategy lacked a distinct approach for tapping into the B2B buyer journey.
Michael’s goal was to scale PPC sales, maintain profitability, expand product variations, and break into B2B more aggressively, while working with a limited advertising budget and no internal ad team.
SellerApp’s advertising experts initiated a complete teardown and rebuild of Chair Master’s ad account, using strategic segmentation, precision targeting, and data-led insights to drive bulk conversions.
Here’s what we changed:
SellerApp restructured the Sponsored Products, Sponsored Brands and introduced B2B-specific campaigns designed to showcase the brand across the funnel.
70% of campaigns were new, each built with clear targeting logic and purpose. Products were segmented based on performance, date of launch, keyword relevance, and audience behavior.
Chair Master’s top-performing SKUs were broken out into dedicated campaigns. It's a best practice that allows for higher budget control, better targeting, and more granular performance tracking.
Auto campaigns were retained, but now used tactically to surface new converting keywords. Underperforming terms were added as negatives, while winners were promoted into manual campaigns with strong placements and optimized bids.
Recognizing that many high-value orders originated from business buyers, SellerApp launched Amazon B2B ad campaigns, targeting buyers using business accounts. These campaigns are designed to surface products in B2B-focused search results, helping sellers win bulk purchase visibility despite higher CPCs.
For Chair Master, this opened a new revenue stream aligned with their core customer behavior.
Search term reports were monitored weekly, with irrelevant queries promptly negative-matched. Bidding was refined based on real-time conversion data, CPC-to-ACoS ratios, and performance by device (with desktop showing stronger order volume for B2B).
SellerApp integrated keyword insights into listing content, improving organic relevance and supporting the brand’s ACoS goals. Rank tracking ensured core terms moved up in visibility over time, contributing to long-term organic growth.
The SellerApp team provided regular check-ins to review results, walk through strategic pivots, and share clear reporting dashboards tracking TACoS, new-to-brand growth, and ASIN-level profitability.
SellerApp’s data-driven strategy began to reshape Chair Master’s Amazon advertising performance.
Ad revenue spiked from $29,170 to $47,624, marking a 63% increase in PPC-driven sales. Despite operating in a high-ticket, low-review B2B category, Chair Master also saw its ACoS drop from 21.12% to just 15.83%, reinforcing the effectiveness of smart bidding and targeted campaign structuring.
But the transformation didn’t stop at ads.
Total sales surged from $91,392 to $163,084, driven by a well-structured ad funnel, improved keyword targeting, and the launch of specialized B2B campaigns. As a result, TACoS improved from 6.74% to 4.62%, signaling a sharper spend-to-revenue efficiency, proving that Chair Master was driving substantially higher sales with proportionally lower ad investment.
Click-through rates nearly doubled, jumping from 0.15% to 0.27%,, showing accuracy in ad relevance and creative placement. Even with a slight dip in total impressions (due to refined audience targeting), conversion rates held steady at a strong 3.70%,, validating that the shoppers who were reached were ready to convert.
By tapping into overlooked B2B opportunities and fine-tuning their ad strategy, we helped Chair Master scale profitably, despite a lean budget and an FBM-heavy logistics model.
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