Amazon AI tools don’t fix bad unit economics on their own
Amazon’s expanding AI toolset can shorten the time you spend on reports, content, and campaign management. What it cannot do is tell you whether the underlying business is actually profitable at the product level. That gap is where Ajarro founder Brett Lemker says experienced judgment still earns its place.
The unit economics problem
Lemker, who brings 20 years of Amazon and e-commerce experience to his consulting work, makes a specific point: a campaign can show an attractive return on ad spend while leaving little profit once you subtract product costs, Amazon fees, freight, discounts, and returns. A product can sell fast enough to look like a winner while creating a replenishment problem the business cannot fund. Neither issue gets resolved by making more adjustments faster.
Ajarro recommends that brands establish a contribution-margin view for their priority products before scaling advertising or promotions. The review should cover costs that materially affect each product rather than relying on a blended account average, which can hide weak performers.
Advertising and inventory are one decision, not two
The second issue Lemker flags is the disconnect between ad spend and inventory position. Increasing spend on a product with limited sellable stock can accelerate a stockout rather than create sustainable growth. Pulling back across the board can leave profitable, well-stocked products undersupported.
Making the right call requires visibility into both sides: campaign data on one hand, warehouse stock, incoming shipments, listing status, and cash available for the next order on the other.
What to lock down before automating
Ajarro’s position on AI tooling is direct. Brands should define which changes can happen automatically, which require human review, and who is responsible when the results differ from the plan. Spending limits, pricing floors, and approval responsibilities should be explicit before any automation runs.
Lemker’s framing is not that brands should choose between AI and experienced people. It is that the division of responsibility needs to be clear. Software processes information and reduces repetitive work. An experienced Amazon consultant should be able to challenge a recommendation, explain the tradeoff, and help the brand decide what to do next.
I’m founder of BizStack at Cagri Sarigoz LLC and a passionate advocate for entrepreneurs.
With over 14 years in tech, marketing, and AI, including my role as Head of SEO at CitizenShipper and co-founder of TaleBot at Intale AI, I’m dedicated to sharing genuine, useful product insights and tips.
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