A seasonal outerwear capsule built for Amazon's PPC rules

Weather-dependent apparel has a narrow window: launch too early and the ad spend is wasted on a category no one is searching for yet, launch too late and a competitor already owns the search terms.

Priya's team pre-built the PPC campaign structure two weeks before launch, keeping it paused, so it could go live within hours of the first real cold-weather search spike in target regions.

The capsule sold through its first production run during the first sustained cold snap of the season, with advertising cost of sale well under the category average because spend only ramped once real demand was confirmed.