Polar: ROAS from 13.84 to 17.33 in 2025, on a 32% lower advertising budget

Polar sells its GPS watches and heart rate sensors on Amazon in 11 countries across Europe, the United States, Australia, Brazil and Singapore, through a Vendor account. We ran its Sponsored Products, Brands, Display and DSP campaigns. With a Vendor account, we had no access to total sales in every country, so we managed on advertising performance. Polar is a former client: our work together ended in January 2026.

In 2025, the market got tougher. Every click cost more on Amazon: +16% year on year. In the United States, searches for heart rate sensors fell (January 2026 versus January 2025), and resellers took the Buy Box on several listings; without it, the brand's ads no longer showed. At the same time, the advertising budget fell by 32%.

Our brief: do better with less, more profitable advertising on a shrinking budget.

We ran its Sponsored Ads and DSP campaigns with four rules:

• Fewer targets, held better. Targeting was narrowed to the keywords and competitor products that sell, with a continuous presence instead of occasional appearances.
• DSP to reach beyond Amazon. From September, part of the budget moved to DSP: reach shoppers outside Amazon, then bring back those who had already searched for a Polar or competitor product, using up to 5 years of history.
• Defend the best sellers. The H10 sensor, Polar's best seller, leads the ranking defence in every country and brings shoppers to the brand's store.
• One goal per country. Profitability first in Europe and the United States, growth in Australia and Brazil.

2025 versus 2024, all 11 countries, Amazon Ads and DSP:

• ROAS: 17.33 versus 13.84
• Advertising budget: −32%
• Advertising sales: −15%, half as steep a drop as the budget's
• Conversion rate: 21.0% versus 15.1%
• Cost per order: −17%
• Orders: −19%

The peak: Black Friday 2025

November 2025 versus November 2024, all markets, Amazon Ads and DSP:

• Budget: −43%
• Advertising sales: +3%
• ROAS: 14.72 versus 8.21
• Orders: +14%; cost per order: −49%
• Conversion rate: 22.67% versus 9.58%, with 63% fewer impressions

Black Friday week: the same advertising sales as a year earlier, on half the budget. The week's ROAS went from 7.72 to 16.11.

Market by market

2025 versus 2024:

• Europe (7 countries): budget −43%, advertising sales −24%, orders −20%, ROAS from 13.6 to 18.4
• United States: budget −10%, advertising sales −1%, orders −20%, ROAS from 14.0 to 15.4
• Australia: budget +110%, advertising sales +106%, orders +118%, ROAS from 18.9 to 18.6
• Brazil: budget +229%, advertising sales +82%, orders +106%, ROAS from 36.8 to 20.3: it fell, and the budget was refocused at the end of the year
• Singapore: budget −29%, advertising sales −15%, orders flat, ROAS from 10.4 to 12.6

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Read next: Amazon Black Friday ROAS: a real case; Amazon Ads ceiling: 4 signals to check.

Results based on a real client case. Past performance does not guarantee future results. Results vary with the catalogue, the budget, the category and the competition.