The journal
Notes from the team building the AI.
Long-form writing on Amazon PPC, autonomous bidding, EU multi-marketplace dynamics, and what a decision trace actually contains. Not a content marketing operation. Just what we are seeing on the accounts we read in shadow.
- 8 min readEU PPC
Why German Amazon campaigns underperform UK ones — and what the data shows.
UK→DE copy without localisation costs sellers a documented +28% ACoS and −42% CTR. The fix is not translation. It is per-marketplace bidding architecture.
Read the piece - 9 min readACoS
Where 30 to 40 percent of your Amazon ad spend actually goes.
Sellerqi 2026: the average Amazon seller wastes between 30 and 40 percent of their PPC budget. We map where the leak is, why dashboards miss it, and what a decision trace surfaces that a CSV cannot.
Read the piece - 10 min readTransparency
Why we built a PPC AI that explains itself.
Black-box optimisation worked when the question was "did it beat the baseline." It does not work when the question is "why did the bid change last Tuesday." Here is what a decision trace actually contains, and why a tool without one cannot be defended to a CFO.
Read the piece - 7 min readFounding cohort
We are looking for ten founding operators.
Ten EU Amazon sellers, hand-picked. Sixty days of concierge access to the full Mirox stack, free. Mandatory live participation. Locked pricing for twenty-four months. The terms inside.
Read the piece - 8 min readTransparency
Transparency, the first pillar.
Pacvue, Perpetua, Teikametrics — three good tools, three black boxes. Mirox treats explainability as the product, not the disclosure. What that looks like in practice on a single bid.
Read the piece - 8 min readShadow Mode
Shadow Mode: preview the AI, then trust it.
Every other PPC tool on the market demands trust before evidence. We invert it. Watch Mirox decide on your real account for fourteen days. Nothing moves. Then you decide.
Read the piece - 10 min readSafety
Seven layers between an AI and your ad budget.
An autonomous PPC bidder without circuit breakers is a runaway training set with a Stripe key. Here is the safety architecture we built before we let Mirox bid live, and the eighth gate we added when sellers started losing inventory.
Read the piece - 10 min readIntelligence
Sixteen agents, one objective: your profit.
Most "AI" PPC tools are a single optimisation engine wearing a wig. Mirox is sixteen specialised agents — Tactician, Strategist, Sentinel, Semantic — coordinating on a blackboard. Here is what each one does and why the architecture matters.
Read the piece - 9 min readPricing
Why we will never charge a percentage of your ad spend.
Pacvue charges 3% of spend. Teikametrics 3% over the first ten thousand. Agencies, anywhere between 10 and 20 percent. The structure means everyone in your ad pipeline is paid more when you spend more. Mirox is paid the same.
Read the piece - 8 min readEU PPC
EU-native is not a translation layer.
Every "EU-friendly" Amazon PPC tool was built for the US and shipped to Europe with a localisation pack. The +28% ACoS hit on UK→DE copy comes from that assumption. Mirox was built the other way around.
Read the piece - 11 min readPillars
What autonomous PPC intelligence actually means.
Transparency, Shadow Mode, Safety, Intelligence, Aligned Pricing, EU-native. Five pillars, one company. Why none of them works without the others, and why the combination is the category we created rather than the category we entered.
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