FAQ Archives

Forecasts should be updated regularly, recognizing the marketplace can change quickly. However, it is important to not overact to any data point without referencing others. Monthly is usually an appropriate frequency to adjust forecasts.

When forecasting Amazon inventory, consider variables such as historical sales data, market & seasonal trends, promotional calendars, the competitive landscape, historical out-of-stocks, buy box share, and pricing.

Forecasting allows sellers to optimize inventory levels, limit stockouts or overstocks, align marketing strategies, and improve business efficiency.

On Amazon or any marketplace, many, many factors drive conversation rate – from items outside our control like competitor pricing, to many factors within our control like listing organization, price, promotions, listing content, and marketing. CRO is the process of looking at all these factors and driving action to improve the metric.

These two metrics are related but speak to very different challenges. While driving sessions (eyes) is vitally important to product success, the percent of those eyes who purchase is what makes up CVR. In some cases, you can drive many visitors to a PDP but they are the wrong consumer, resulting in low conversions. TheContinue reading “Are CVR and Sessions related?”

This is highly dependent on category. For premium, durable products with a high ASP 7% would be a fantastic conversion rate. However, for consumable or low ASP products, we’ve seen conversion rates drift over 30%. Amazon provides some category averages with which to compare in the ad console, and we suggest using this data toContinue reading “What is a good conversion rate?”

CRO stands for “conversation rate optimization” and refers to the practice of implementing tactics and strategies to improve the percent of consumers who purchase once landing on a product page.

By far the greatest opportunity and often a miss is around content and brand representation. We talk to brands spending 7 figures annually on a website yet nothing to assure Amazon PDPs are telling the same story, despite Amazon having as much or more traffic as the D2C site. Our retail world is shrinking, soContinue reading “Where are brands falling short in using marketplace capabilities to drive omni-channel experiences?”

No marketplace provides enough data to truly see a full consumer journey, and each marketplace holds certain limitations around direct customer interactions. For instance, Amazon won’t let you send a web address in any email drip campaigns. But subject to these limitations, marketplace can be leveraged in a way that contributes to omni-channel strategy.

We are, of course, subject to the unique limitations of Amazon, Walmart, or any other marketplace we manage, but we can make significant strides into incorporating marketplace into your omni-channel efforts.