Overview
Customer Snapshot
Partner: SPIRE — Autonomous Supply Chain Management for Amazon Sellers
Co-Founded by: Jeff Lin, former eBay Taiwan team member
Focus: Amazon operations, supply chain, and advertising for cross-border brands
BQool Product: AI-Powered Advertising Optimization
Key Results:
- 3–5 min from strategy to validation. Down from 3–5 weeks.
- 24/7 campaign optimization. AI covers the hours when the team is off the clock.
- Lower trial-and-error cost. Faster iteration with significantly less budget at risk.
Who Is SPIRE
Jeff Lin joined the eBay Taiwan team in 2017, the same year Amazon Global Selling entered the Taiwanese market. After years of watching the cross-border e-commerce space evolve from the inside, he co-founded SPIRE with a clear focus: autonomous supply chain management for Amazon sellers.
What does “autonomous” mean?
SPIRE provides clients with its own software and hardware tools alongside external resources, and empowers them to decide how deeply to integrate each based on their company size and team structure. The underlying logic stays the same: use these tools while keeping cost and risk under control.
“As an agency, we advise our clients that at this specific point in time, there might be a more effective way to think about the situation, or perhaps a different angle to approach it by fully leveraging these available resources and tools. We hold a collaborative brainstorming session directly with the client. Once we reach a consensus and have all the tools in place, we can quickly respond to market feedback and take lower-risk actions.”
— Jeff Lin, Co-Founder, SPIRE
The Amazon Advertising Landscape Has Changed Dramatically
Jeff identifies three shifts over the past three years (2024~2026) that have fundamentally changed what it means to run Amazon ads:
Ad placements have exploded
The sheer number of sponsored placements on Amazon has grown dramatically, changing both the seller’s experience and the buyer’s visual journey on the platform.
CPC has become a red ocean across all categories
What used to be a challenge in specific high-competition categories, where bids might reach $5, $8, or over $10, has spread across the board. General categories now face the same intense CPC competition.
Sponsored is practically equivalent to organic
“If your total advertising budget is less than 30% of your overall revenue, you will likely find that there is no real difference between running those ads and not running them at all. Sponsored is practically equivalent to organic. This is likely the biggest challenge everyone has been facing with on-site advertising over the past few years.”
— Jeff Lin, Co-Founder, SPIRE
The Real Pain Point: Amazon Never Sleeps, but Your Team Does
In this environment, Jeff sees three time-based challenges that every Amazon agency faces: reaction time, preparation time, and execution time. All three come down to people.
“The Amazon marketplace never sleeps, it’s non-stop. Our team can react quickly while they’re on the clock. But off the clock, it’s quite brutal, and that’s a pain point every business owner faces.”
— Jeff Lin, Co-Founder, SPIRE
Before AI tools, SPIRE’s workflow looked like this: the team would manually collect advertising data, spend significant time analyzing it, formulate a strategy based on that analysis, and then make a decision. Each step was bottlenecked by human availability and colored by individual interpretation.
Why SPIRE Chose BQool
Jeff had known BQool since his previous role. When he started SPIRE, the alignment was obvious.
“BQool is a rare SaaS provider in Taiwan whose target market is primarily Europe and the United States, which aligns well with the direction SPIRE is pursuing. If two companies share a highly similar direction, why not collaborate? By adopting an innovative tool that aligns with current trends, we can also enhance our brand value.”
— Jeff Lin, Co-Founder, SPIRE
How AI Changed the Agency Workflow
After integrating BQool’s AI advertising into their operations, SPIRE saw the biggest impact in three areas:
Data collection and analysis
What previously required team members to manually gather and process data now happens automatically. BQool’s AI downloads Amazon ad data every hour and surfaces the patterns that matter.
Strategy formulation
With AI handling the data layer, the team spends less time digesting raw numbers and more time on strategic thinking. Jeff actively encourages both his team and clients to use AI tools, because when everyone is working with the same data-driven foundation, strategy discussions become richer and less narrow.
Less trial cost. Better Results.
This is where Jeff sees the biggest transformation:
“We can come up with a strategy in just three to five minutes, and in another three to five, I can immediately tell if it works or not. In the past, these SOPs would have taken three to five weeks, or even three to five months, to see any results. And what if the outcome isn’t ideal? All the time and money already invested would go to waste. This is the greatest value AI tools can bring to a team.”
— Jeff Lin, Co-Founder, SPIRE
In Practice: SUN RIGHT Foods
One example of the SPIRE + BQool partnership in action is SUN RIGHT Foods, a Taiwanese food brand with over 50 years of history that relaunched on Amazon North America. With SPIRE managing supply chain and operations and BQool’s AI Advertising around the clock, SUN RIGHT cut their ACOS by half and grew orders by 3x within three months, earning both Amazon’s Choice and Overall Pick badges in the competitive grocery category.
For Agencies and Sellers Alike
Whether you’re an agency managing multiple Amazon accounts or a seller looking for a partner that uses AI-powered tools, the takeaway is the same: in a market where CPC keeps rising and the margin for error keeps shrinking, the teams that iterate fastest win.
[Start your free trial →] See how BQool’s AI advertising can optimize your Amazon campaigns around the clock.
[Book a free consultation →] Talk to the BQool team about your current Amazon ad performance and we’ll analyze where there’s room to improve.
