Brand Defence AuditBrand Defence AuditPaid Shielding holds the top of the funnel and leaks at the bottom: the brand keyword is well defended, the product page is not.
On the “marcy” search page the defence is genuinely strong — Marcy holds the “Shop MARCY” Sponsored Brand masthead, owns nearly every Sponsored result, and even holds the “Similar brands” slot with its own product video. The problem is the MD9010G’s own detail page. Strongway — the brand that takes 93% of the premium UK multi-gym tier — appears in the seat beside the buy box (£1,499.95) and across three recommendation carousels, and a rowing brand holds the top banner. The single biggest gap is SD product targeting: the under-buy-box seat is undefended, so a competitor sits one click from your Add to basket button. FBT and the organic co-purchase carousels do not render, which is expected for a £1,299 single-purchase machine rather than a young-listing signal.
Sequenced by the number of slots each campaign closes. Run #1 immediately — it stops the bleeding. #2 and #3 lock the rest of the page.
The single most valuable seat on the PDP — right beside the buy button — is held by Strongway, not Marcy. An SD product-targeting campaign on your own ASIN claims it cheaply.
Strongway leaks into three Sponsored carousels (5 seats total). Tighter SP product targeting on your own catalogue crowds those carousels with Marcy SKUs instead.
The 'Shop MARCY' masthead and self-brand SP results are the strongest part of the picture. They're cheap to hold now but a competitor can bid them up — keep them funded.
Every ad-defensible slot in render order. Green = brand holds it (Defended) or the ecosystem holds it (Ecosystem-defended). Gold = partially defended or coverage-limited. Red = competitor owns it or rendered slot is empty. Grey = slot not rendered or out of scope.
For every Sponsored or SP-defensible carousel, every visible card was classified as Own (audited brand), Compatible accessory (third-party "for [Brand]" product — keeps shopper in ecosystem), Competitor (different brand, no ecosystem reference), or Indeterminate. Carousel score follows the priority rule: any own seat → at least Partially defended; 0 own + majority accessory → Ecosystem-defended; 0 own + majority competitor → Missing.
| Slot | Visible | Own | Compatible accessory | Competitor | Status |
|---|---|---|---|---|---|
| Products related to this item | 6 | 5 | 0 | 1 | Partially defended |
| Based on your recent views | 6 | 3 | 0 | 3 | Partially defended |
| More from frequently bought brands | 6 | 4 | 0 | 2 | Partially defended |
| SERP Sponsored Products (brand kw) | ~12 | ~8 | 0 | ~4 | Defended |
| Similar brands on Amazon | 1 | 1 | 0 | 0 | Defended |
Every advertisement-defensible slot on the page, plus every defensive campaign type that should be running.
| Slot / Campaign | Type | Evidence | Status |
|---|---|---|---|
| SB self-brand masthead | Slot | Sponsored 'Shop MARCY' at the top of the brand SERP | Defended |
| SP self-brand (brand SERP) | Slot | Nearly all Sponsored results on 'marcy' are MARCY | Defended |
| Similar brands on Amazon | Slot | MARCY MD-9010G video holds the slot via self-brand SBV | Defended |
| Products related to this item | Slot | 5/6 MARCY, 1 Strongway seat | Partially defended |
| Based on your recent views | Slot | 3/6 MARCY, Strongway x2 + Peloton | Partially defended |
| More from frequently bought brands | Slot | 4/6 MARCY, Strongway x2 | Partially defended |
| Top-of-PDP Sponsored Brand | Slot | MERACH holds the top banner on the PDP | Missing |
| Under-buy-box Sponsored seat | Slot | Strongway 1,499.95 beside the buy box | Missing |
| Frequently bought together | Slot | Not rendered — high-ticket single-purchase item | Not rendered |
| STPP (SP self-brand) | Campaign | Running — owns brand SERP + 5/6 of related carousel | Defended |
| SB self-brand | Campaign | Running — holds the SERP masthead | Defended |
| SBV self-brand | Campaign | Running — video in Similar brands | Defended |
| SD-PT (product targeting) | Campaign | Not defending the under-buy-box seat — Strongway sits there | Absent |
Drill-down on each Missing or Absent finding — what the slot is, why it's bleeding revenue, and the exact campaign move that closes it.
The right rail beside the buy box shows a Sponsored Strongway Multi Gym at £1,499.95. That seat is the highest-intent advertising real estate on the page — a shopper one click from buying sees a competitor's alternative.
The move: Launch an SD product-targeting (SD-PT) campaign targeting your own ASIN so a Marcy product fills that seat instead. Auction pressure here is low, so it is inexpensive to claim.
The very top of the product page carries a Sponsored 'Shop MERACH' brand placement. A rowing-machine brand is buying the top banner on your detail page.
The move: This is a lower priority than the buy-box seat (MERACH is a non-competing category), but SB self-brand and SP product targeting on your own ASIN reduce how often outside brands win the top banner.
Products related to this item, Based on your recent views, and More from frequently bought brands each carry Strongway seats. Across the three, five of the cards are Strongway — the brand that owns 93% of the premium UK multi-gym tier.
The move: Expand SP product targeting across your own catalogue so Marcy SKUs crowd these carousels. Each carousel moves from Partially defended toward Defended as your own seats increase.
Sequenced launch plan. Week 1 stops the bleeding. Week 2 locks the rest of the page. Ongoing is the maintenance loop.
Prospera launches and runs Amazon defence PPC for brands at exactly this scale. Book a free call and we’ll walk you through which campaigns to switch on first.
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