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December

Sales Overview

In December, total sales decreased by -7.8% compared to November. The 2-pack listing was suppressed for 3 days which impacted sales, in addition to the search volume declining towards the end of the month. Despite running a Boxing Day sale, due to the listing issues of the 2-pack we didn’t see a boost in sales.

The Pack of 1 contributed 62% of the total sales, with 157 units sold, while the Pack of 2 accounted for 38% of the sales, with 96 units sold, out of a total of 253 units.

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Buy Box Percentage & Account Health

There are no account health or buy box issues.

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Conversion Rate

In December, the conversion rates increased for both the Pack of 1 and Pack of 2. As we focused on more branded keywords in this period, we experienced a slight decrease in impressions compared to November, however more brand aware customers were visiting the page, so the quality of traffic improved, leading to better engagement and higher conversion rates. In addition to this, we also had promotions on both the 1-packs and 2-pack at the end of the month.

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Advertising Performance

In December, we focused heavily on branded keywords, as a result impressions decreased, however we saw a significant improvement in ROAS. Our ad spend decreased due to a lower CPC compared to November where CPC tends to be a bit higher due to BFCM. We also saw an improvement in TACOS.

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Advertising spend decreased by 11%.

Advertising sales increased by 67%.

Impressions decreased by 17% this month.

ACOS decreased from 41% to 22.2% in December.

ROAS has increased from 2.3 to 4.4.

TACOS decreased from 8.7% to 8.2%.

Our top keywords this month were “high blood pressure”, “pre cardix”, and “blood pressure medication”.

Market Share (For Placement only)

The market tracker is not showing correct data. We will update this section once this is resolved.

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Top 5 Products:

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Subscribe and Save

In December, our subscription count decreased from 175 to 165. Subscriptions decreased for both the 1-pack and 2-pack during this time. Our shipped revenue, and shipped units decreased as well.

Subscribe and Save sales accounted for 28% of the overall sales, and of the 253 units sold, 75 were from S&S.

During the Boxing Week promotion, we paused the Subscribe & Save (S&S) seller-funded discount to ensure it wouldn’t stack with the ongoing promotions. Once the promotions ended, we resumed the S&S seller-funded discounts, and they are now active.

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We created a new S&S coupon for first time S&S orders. It is currently only eligible on the 1-pack.

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Promotions

Our Boxing Day coupon was redeemed 11 times, resulting in total sales of $439.56.

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When the coupon was suppressed we switched to a % off promotion, which was utilized on 3 orders.

During the Boxing weekend, we ran a coupon on the 2-pack listing. However, the ASIN for the 2-pack was changed on December 26th, and the listing was suppressed on December 27th due to an issue with the main image. Amazon flagged the image as non-compliant initially due to the text on the packaging, and then because of the tablets next to the packaging, which violated their compliance guidelines.

To resolve this, we removed the tablets from the image, uploaded a new compliant image, and the case was forwarded to Amazon's internal team for review.

While the 2-pack issue was under review, we ran the coupon on the 1-pack, which worked without any issues. Once the 2-pack issue was resolved, we attempted to re-run the coupon on it, but due to the lack of recent sales history, Amazon did not allow us to include the 2-pack in the coupon. As a workaround, we ran a % off promotion on the 2-pack instead.

Additionally, we faced another challenge when Amazon reflected the US version of the listing on the Canadian marketplace. After multiple cases and calls with Amazon, we requested them to upload an image with Canada-specific language. They eventually approved the request, and now the 2-pack listing is active with the updated image.

Repeat Purchase Behaviour

The repeat customer share declined by 5.5%, with only 4.3% of all customers during this period being repeat customers. This decline was primarily due to the suppression of the 2 pack.

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Amazon Attribution & Storefront Analytics

In December, we saw an increase in traffic and sales through attribution. Most of our attributed sales were from the Storefront - CA campaigns, resulting in two purchases totalling $179.80.

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Storefront Analytics

In December, we observed a noticeable increase in storefront traffic, primarily driven by an external push through Amazon Attribution. This resulted in a significant boost in sales through the storefront compared to the previous month. Additionally, sales from organic traffic and Sponsored Brand ads increased during this period, with organic traffic rising by 116.7% (from 89.90) and Sponsored Brand ads growing by 347.6% (from 64.95) compared to last month.

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