Xnurta is an AI-powered retail media management platform that handles the high-frequency optimization tasks in Amazon advertising—bid adjustments, budget pacing, keyword harvesting, and targeting decisions. It processes over 2 million bidding decisions per day across our portfolio. We use it because it handles micro-optimization faster and more consistently than any human can, freeing our strategists to focus on the decisions that require judgment, context, and coordination.

We’re not against branded defense when there’s a genuine competitive threat on your brand terms. What we’re against is running branded keyword ads primarily to inflate ROAS numbers in monthly reports. If a customer searches your brand name and buys your product, that sale was happening with or without the ad. We won’t spend your budget on traffic you already own, and we won’t report those sales as advertising wins. You deserve to know what your ad spend actually created.

An agency manages your ads in isolation. They don’t control your listings, your inventory, your pricing, or your creative. When we adjust a campaign, it’s coordinated with every other lever that affects conversion—content, price, availability, and competitive position. That integration is the difference between running ads and running a business.

Yes. Once the Amazon advertising engine is optimized, we extend to DSP, streaming TV, YouTube, Pinterest, TikTok, and Meta. But we start at the bottom of the funnel and work up. We won’t recommend upper-funnel spend until the foundation—listings, conversion rate, inventory—is performing. Every off-Amazon dollar is measured by its downstream impact on Amazon performance.

Weekly performance reviews with your dedicated strategist, plus a real-time dashboard powered by our Impact analytics platform. Every report separates branded from non-branded performance, shows contribution margin (not just ROAS), and connects advertising activity to business outcomes. No vanity metrics, no inflated numbers.

It depends on your category, competitive landscape, and growth objectives. We don’t set ad budgets based on a percentage of revenue or a fixed monthly spend. We build budgets based on the marginal return of each incremental dollar—and we stop spending when the math stops working. Our incentive is margin, not ad spend.