Find the cause.
Make the right fix.
When a number moves the wrong way, start with a diagnosis. Follow the checks we use to find what needs to change.
Get a plan for your brandWhat needs attention?
Explore the process behind each decision.
Sales are down — where is the problem?
one owner, one playbook and one number to watch — instead of a debate about whose problem it is.
Open the playbookNot enough impressions (traffic)
traffic back within about a week, from whichever check fails first: budget, bids, indexing, targeting or eligibility.
Open the playbookLow click-through rate (CTR)
a stronger main image, price position, rating or title — tested, not guessed.
Open the playbookLow conversion rate (CVR)
a page that answers the buyer's questions, so every click — paid or organic — is worth more.
Open the playbookACoS above target
advertising cost back inside your band within about 30 days, without cutting the terms that sell.
Open the playbookTotal ad cost creeping up (TACoS)
a falling ad-cost share, with launches reported separately so they do not distort the picture.
Open the playbookHealthy sales, thin profit (margin)
the real margin leak — ads, fees, returns, promotions or costs — and the fix for it.
Open the playbookShoppers arrive but don't add to cart
a page that answers "is this for me?" in the first five seconds.
Open the playbookKeywords that spend but do not sell (wasted ad spend)
budget moved from terms that do not convert to terms that do.
Open the playbookA competitor is undercutting or out-ranking you
a response that protects margin — match only when profitable, differentiate where you can, defend what matters.
Open the playbookNegative reviews or a rating drop
complaints clustered by cause, the fix routed to product or listing, and review velocity rebuilt within Amazon's rules.
Open the playbookSeasonal decline
spend cut to essentials in the off-season, the lull used for improvements, and the peak planned six weeks early.
Open the playbookRunning out of stock
rank protected through the gap and recovered within about two weeks of restock.
Open the playbookToo much stock
inventory back to 60–90 days of cover before long-term storage fees bite.
Open the playbookListing suppressed or removed
the listing live again with ads resumed, and the cause logged so it does not happen twice.
Open the playbookBudget runs out early in the day
budget that lasts the full day — raised where ACoS is good, reallocated where it is not.
Open the playbookNot spending the budget
utilisation back above about 90% at or below your target ACoS.
Open the playbookA keyword is not indexing (keyword indexing)
the term indexed and visible in Search Query Performance.
Open the playbookOrganic rank is slipping (keyword ranking)
rank recovered within two to three weeks, and a slower taper next time.
Open the playbookDiscovery campaigns wasting spend
discovery kept to 15–25% of budget and producing new winning keywords every month.
Open the playbookSponsored Brands not converting
brand ads that land on the right page, lead with video and target proven terms.
Open the playbookHijackers or a lost Buy Box
unauthorised sellers removed through Brand Registry, and ads paused until the Buy Box is back.
Open the playbookHigh return rate
fewer returns by fixing expectation gaps, quality or pricing — and a protected rating.
Open the playbookLow average order value (AOV)
higher revenue per visitor through multipacks, bundles, Subscribe & Save or premium variations.
Open the playbookA new competitor is entering
a profile of the newcomer and a defend-and-conquest plan that does not chase price to a loss.
Open the playbookThe listing looks dated
a refreshed listing tested against the current market before it goes live.
Open the playbookLet’s choose the right next move.
An account audit, a 90-day roadmap, and a written scope before you pay.