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Marc PfeifferTags
Last edited time
Aug 29, 2024 11:56 PM
When auditing an account there are several steps to take.
First understanding what drives sales on Amazon. This is a good visual representation of the main drivers of sales.
Here is an outline for analysis:
- Inventory
- In stock rate
- Buy box %
- Are there unauthorized resellers
- Legal
- Are there other sellers infringing on copyright?
- Are there sellers infringing on patent, i.e. copycats syphoning sales
- Catalog
- Is there a suppression issue for the product? i.e. the dogs of Amazon page shows instead of the listing
- Are reviews split up among child variations and not aggregated at the parent level?
- Listing Presentation
- Main Image → CTR
- Secondary Images → CVR
- A+ Content → CVR
- Videos → CVR
- Advertising
- What is the spend and performance by allocation by type:
- Generic terms
- Branded Terms - if a lot of spend is going to branded terms can it be cut back without impacting sales funnel performance metrics?
- Can newer products be shown on branded terms instead of top performers to give them more visibility to a warm audience?
- Competitor Terms
Benchmarks for ad spend allocation - you don’t strive for this you strive to hit a certain ACOS and this is just how things naturally balance out which makes logical sense give for Sponsored Products there is a lot more inventory of ad space vs Sponsored Brands or Display placements.
Thinking about growth
Create a list of profit initiatives organized by the estimated profit impact