Total sales increased by 19.3%, which can be attributed to the coupon we ran on the Pack of 2, as well as a boost from ad sales.
The Pack of 1 accounted for 52% of total sales with 102 units sold, while the Pack of 2 represented 48% of total sales with 94 units sold.
Advertising Performance:
Impressions grew and ad spend increased by 41.7%, while ad sales increased by 37.5%. As a result ROAS declined slightly.
Keyword Trends:
Overall the search volume for ‘blood pressure supplement’ and ‘precardix’ was down compared to April.
Conversion Rates:
The conversion rate for the Pack of 2 improved and declined slightly for the Pack of 1.
Amazon Attribution & Storefront Analytics:
There was less traffic through attribution and the storefront, however, conversion through both improved.
Challenges & Resolutions:
Small Business Badge: We are still working on getting approved for this. Currently Amazon’s internal team is reviewing our open case.
We deleted and relisted the Pack of 1 and Pack of 2 and the back end issues have been resolved.
Now that the back end issue has been resolved we are working on updating the User Guide document, and are also working on adding the legal disclaimer to the detail page, as well as new listing images.
We know there is an issue with reviews getting posted, which is hindering our performance as we need to improve our star rating. We will be focusing on increasing our order rate as this should correct the review issue with time.
Recommendations/Updates:
We have price testing planned from June 10th - 23rd (10% off the Pack of 2).
We have Prime Day planned and we will run 20% off the Pack of 2 during the Prime event. We are planning for a strikethrough, however, as we are running a discount in June already, the 20% discount may not reflect because Amazon takes the lowest price in the last 30 days as the reference price.
Let's start planning the Premium A+ content creation. Our goal is to educate customers about our product without overwhelming them with too much information. Since our product is priced higher than competitors, we need to communicate our USP clearly to customers. Additionally, setting expectations/results clearly (need to take minimum 8 weeks for results). Maybe we create a graphic around first time customers, and communicating that the 2 pack should be purchased.
Executive Summary