2. #AmafestUK - Amazon Sellers Conference | Brighton
When did you last visit Account Health?
3. #AmafestUK - Amazon Sellers Conference | Brighton
Reality: Amazon sees Account Health and the
dashboard as your scorecard of problems
The flip side: These problems
are costing you money
4. #AmafestUK - Amazon Sellers Conference | Brighton
Real examples:
Broken supplement seals
• Amazon sees safety and USAN/condition problems
• Seller saw massive returns, dozens of bad reviews, and loss of BSR
Messed up beauty bundle
• Amazon sees NASD problems
• Seller saw a spike in returns that went into unfulfillable
and were lost, plus bad reviews
• Amazon sees possible counterfeit complaints
• Seller saw locked down inventory at FBA, a stop to sales,
threat of inventory destruction
Liquidation inventory with old packaging
5. #AmafestUK - Amazon Sellers Conference | Brighton
Instead of waiting for negative issues to
impact your bottom line …
… Always be improving your worst ASIN
6. #AmafestUK - Amazon Sellers Conference | Brighton
First, the basics:
• Believe the data
• Sweat the details
• Make decisions based on facts,
not fear
7. #AmafestUK - Amazon Sellers Conference | Brighton
Collect the data for the trailing 30 days
• Returns report – the biggest pain to your bottom line
• Voice of the Customer
• Seller Feedback
• Product Reviews
• Account Health Dashboard
8. #AmafestUK - Amazon Sellers Conference | Brighton
Collect the data for the trailing 30 days
• Returns report – the biggest pain to your bottom line
o Sort by return reason and remove orders with bad
Amazon FBA and returns reasons
o Calculate the adjusted return rate by ASIN
• Voice of the Customer
• Seller Feedback
• Product Reviews
• Account Health Dashboard
9. #AmafestUK - Amazon Sellers Conference | Brighton
Collect the data for the trailing 30 days
• Returns report – the biggest pain to your
bottom line
o Sort by return reason and remove orders
with bad Amazon FBA and returns reasons
o Calculate the adjusted return rate by ASIN
• Voice of the Customer
• Seller Feedback
• Product Reviews
• Account Health Dashboard
10. #AmafestUK - Amazon Sellers Conference | Brighton
Collect the data for the trailing 30 days
• Returns report – the biggest pain to
your bottom line
o Sort by return reason and remove
orders with bad Amazon FBA and
returns reasons
o Calculate the adjusted return rate by
ASIN
• Voice of the Customer
• Seller Feedback
• Product Reviews
• Account Health Dashboard
11. #AmafestUK - Amazon Sellers Conference | Brighton
Collect the data for the trailing 30 days
• Returns report – the biggest pain
to your bottom line
o Sort by return reason and remove
orders with bad Amazon FBA and
returns reasons
o Calculate the adjusted return rate
by ASIN
• Voice of the Customer
• Seller Feedback
• Product Reviews
• Account Health Dashboard
12. #AmafestUK - Amazon Sellers Conference | Brighton
Collect the data for the trailing 30 days
• Returns report – the biggest pain to your
bottom line
o Sort by return reason and remove orders with
bad Amazon FBA and returns reasons
o Calculate the adjusted return rate by ASIN
• Voice of the Customer
• Seller Feedback
• Product Reviews
• Account Health Dashboard
13. #AmafestUK - Amazon Sellers Conference | Brighton
• Choose your worst-performing ASIN based
on adjusted return rate and other data
• A fast-selling ASIN with moderately bad
performance trumps a slow mover with
horrible performance
Sort and crunch data
14. #AmafestUK - Amazon Sellers Conference | Brighton
Now fix that worst ASIN!
• Improve the listing detail page
• Work with your manufacturer
• Improve packaging
• Improve FBA prep
• Ask FBA for better FC packaging
• Improve MFN shipping methods/pre
• Stop selling the product
16. #AmafestUK - Amazon Sellers Conference | Brighton
Does this really work?
• Condition: The scratched golf cart windshields
• Safety: The food that comes unglued
• Size: When Nike plays small ball
• Shipping: Expensive makeup goes boom
17. #AmafestUK - Amazon Sellers Conference | Brighton
Continuous improvement can change
your bottom line
• Never, ever give up on improving
your worst ASIN
• Improved them all? Start all
over again!
18. #AmafestUK - Amazon Sellers Conference | Brighton
Build a great SOP
Brand manager / Amazon manager starts this process
Brand manager / Amazon manager refines the process
The “fixes” are still promoted/approved by
leadership/management
Train a strong VA or front-line employee to continue the process
19. #AmafestUK - Amazon Sellers Conference | Brighton
Did we answer all of
your questions?
Questions?
