Case Study
Leatherman lifts true ROAS to 3.6, scaling Amazon Australia
Pattern Australia team was tasked with scaling Leatherman’s Amazon Australia revenue while building a blueprint for future global marketplace expansion.
Partner
Since February 2025
Website
Region
Australia
Category
Amazon – Multi-Tools
Key Challenges
- No way to measure true incrementality, risking overspend on branded search terms where Leatherman already ranked organically
- No automated system to stop ad dollars cannibalising sales the brand would have made anyway
- No repeatable, scalable model to apply to future marketplace launches
PATTERN
Our Approach
- Segmented the catalogue by performance:
Leatherman’s product range was split into three cohorts, “Highsales Lowspend”, “New Range” and “Low Performer”, each with its own minimum true ROAS threshold. This meant budget logic matched how each group actually performed, rather than applying one blanket target across very different products. Capped branded spend automatically:
A hard 20% ceiling was set on branded ad spend across all playbooks. Pattern’s ad technology, Destiny 2.0, used hourly data from the Amazon Ads API to suppress bids on branded search terms where Leatherman already held strong organic placement, stopping the brand paying for sales it would have won anyway.Built true ROAS into every bidding decision:
Destiny 2.0 integrates with the Amazon Selling Partner API and Amazon Ads API to calculate true ROAS, which deducts organic cannibalisation and adds accelerators. This gave a real read on incremental performance instead of relying on standard reported ROAS, which overstates results.- Automated budget pacing without manual input:
With cohort thresholds and the branded cap set, Destiny 2.0’s AI managed bid decisions in real time, aggressively pushing non-branded terms to hit true ROAS targets and win new market share, with no manual intervention required.
RESULTS
3.6
True ROAS, against the minimum target
of 1.0-3.0
76%
of standard reported ad sales were identified as cannibalised organic volume
43%
of standard reported ad sales were purely incremental, net new sales, achieved while enforcing the 20% branded spend cap
+213%
increase in total sales YoY
This precision meant Leatherman stopped paying for sales it already had, and the model became a repeatable blueprint for expansion into new marketplaces.
“Pattern didn’t just grow our sales; they showed us which dollars were truly incremental, and it’s changed how we plan and trust our ad spend. What sets Pattern apart is precision; they didn’t just chase ROAS; they showed us exactly which sales were real growth, not cannibalisation.”
John White, Marketplace Platform Manager, Leatherman
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