Start › Part D · When a number moves the wrong way › D1

D1 Sales are down — where is the problem?

We run the checks in order and take the first branch that applies.

Problems

Read this flowchart as text

Sales ↓ vs prior period
Run checks in order
Availability problem → D13 · D15 · D22
Traffic problem → D2 · D19 · D16
CTR problem → D3 · D10
CVR problem → D4 · D11 · D25
Pricing / mix problem → D24 · D10
Seasonality / market → D12 · D26
One owner, one playbook, one weekly KPI to watch

What you get: one owner, one playbook and one number to watch — instead of a debate about whose problem it is.

Guides that use this process.

Strategy & growth

Amazon Sales Dropped Suddenly? A Diagnosis in Six Checks

When Amazon sales fall off a cliff, the cause is almost always one of six things. Here is the order to check them in, and what each looks like in the data.

5 min read · Sep 25, 2026