Amazon Account Audit Steps

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:

1. Inventory
1. In stock rate
2. Buy box %
1. Are there unauthorized resellers
2. Legal
1. Are there other sellers infringing on copyright?
2. Are there sellers infringing on patent, i.e. copycats syphoning sales
3. Catalog
1. Is there a suppression issue for the product? i.e. the dogs of Amazon page shows instead of the listing
2. Are reviews split up among child variations and not aggregated at the parent level?
4. Listing Presentation
1. Main Image → CTR
2. Secondary Images → CVR
3. A+ Content → CVR
4. Videos → CVR
5. Advertising
1. What is the spend and performance by allocation by type:
1. Generic terms
2. Branded Terms - if a lot of spend is going to branded terms can it be cut back without impacting sales funnel performance metrics?
1. Can newer products be shown on branded terms instead of top performers to give them more visibility to a warm audience?
3. 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