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Advanced performance content management

Auditing an Amazon Product Content Portfolio

Auditing an Amazon Product Content Portfolio

Auditing an Amazon Product Content Portfolio

‹ Amazon Catalog Sales Analysis

Starting work on a new Amazon product portfolio either as a new employee or as a an agency operator is one of the most exciting parts of our jobs working on Amazon. Once the initial excitement calms down, a few very practical tasks become apparent that you need to complete:

  1. Get a high level view of that available data of products and their competitors on organic and PPC keywords

  2. Identify and start tracking critical datapoints that will help you to track performance going forward

Every product category on Amazon operates differently and so each time you begin work a new brand, it needs to be analyzed from a first principles perspective. For this reason, not all of the following steps will be applicable to the brand you are working with, but by going through each section methodically, you will be able to ensure that you are not missing out on any part of your analysis.

Familiarizing yourself with the Data

  1. Sales Breakdown by Category and %

  2. Parentages and Children

  3. Product Group Seasonality

  4. BSR, Conversion Rate, Sales and Impression

  5. Brand Share of Voice Tracking

  6. Paid Media Analysis (AMS/PPC) TACOs, ACoS and profit

  7. Opportunity Keywords (Search Query Performance Report)

  8. Holiday and Seasonal Strategies (Defining a Content Calendar)

  9. Significant Product Events

Low Hanging Fruit to Execute on

  1. Title Experimentation

  2. Ongoing Optimization and Content Refreshes

  3. Parent Title Experimentation (Apparel, Jewelry, Sporting Goods)

  4. Image Optimization


Advanced Strategies

  1. Target Keywords through Portfolio Content

  2. Utilizing PPC keywords in Content

  3. Tracking Performance

  4. Keeping Keywords Up To Date with Market

  5. Monitoring Performance

Notes: The language in this article refers to the 'Algorithm' which refers to the past and present search ranking algorithm that Amazon uses and has used in the past. This algorithm is designed to order the search results of any given search term to reach whatever goal the person writing the algorithm sets. In Amazon's case, this is self-evidently the goal of maximizing profits for Amazon as a company.