February CA

Executive Summary

Sales Overview

In February, total sales decreased by 24% compared to January. The decline in sales was influenced by the Pack of 1 listing being inactive from February 2nd to February 20th. After reinstating the Pack of 1, sales increased with 14 units sold, generating $749.25 in revenue the following day.

The Pack of 1 accounted for 38.8% of the total sales (59 units sold), while the Pack of 2 accounted for 61.2% of the total sales (93 units sold).

The search volume for 'Precardix' remained steady throughout the month, while searches for 'blood pressure supplement' peaked at the beginning of February and then declined mid-month. This confirms that sales were primarily impacted by the Pack of 1 being unavailable.

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Monthly Product Profitability

The TACOS decreased for the Pack of 1, while the TACOS increased slightly for the Pack of 2.

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Buy Box Percentage & Account Health

In February, we did not experience any Buy Box issues. However, there was a food and product safety issue associated with Pack of 1 in Account Health dashboard. Following the submission of an appeal and persistent follow-up efforts, the listing was reinstated. We did not receive any further information or insight from Amazon regarding what caused the food and product safety issue.

Conversion Rate - 3 Month Comparison

In February, we observed a decrease in the conversion rate for the Pack of 2 and an increase for the Pack of 1. Overall, we experienced significantly less traffic for the Pack of 1 compared to prior months, as the listing became active again only towards the end of the month. Many orders were placed in the days following its reinstatement, leading to an increase in the conversion rate. Due to the unavailability of the Pack of 1, there was an increase in overall traffic for the Pack of 2 compared to the previous month, resulting in a decline in the conversion rate.

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Advertising Performance

Advertising spend decreased by -46%.

Advertising sales decreased by -24%.

Impressions have decreased by -32.9% this month.

We noticed a -28.9% decrease in ACoS, compared to the previous month.

ROAS has increased +40.6% as our ACoS has decreased significantly.

Our top keyword this month was ‘Precardix’.

Due to the Pack of 1 being down, we saw a decline in impressions with a subsequent decline in ad spend and ad sales. However, our ROAS improved.

Subscribe and Save

The 15% off coupon for first-time Subscribe & Save orders on the Pack of 2 was redeemed 7 times in February, a decline from January when it was redeemed 13 times.

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The data shown below is for January as Amazon has not yet updated this dashboard for February.

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Repeat Purchase Behaviour

In February, we observed a decline in repeat orders for the Pack of 2, following an increase in repeat orders the previous month. Similarly, repeat orders for the Pack of 1 also decreased, likely due to its unavailability for most of the month.

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Amazon Attribution & Storefront Analytics

We experienced less traffic through the attribution links in February compared to January, and also had fewer sales, totalling $49.95 in February compared to $529.55 in January. This decline could be a result of the reduced traffic through the attribution links, coupled with the Pack of 1 being unavailable, and customers discovering your products may have been hesitant to commit to the Pack of 2 right away.

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Storefront Analytics

In February, storefront visitors, units sold, and sales decreased. This could be attributed to the reduced Off-Amazon traffic as shown in the attribution data. Additionally, with the Pack of 1 being unavailable and most of our sales occurring through organic traffic (the brand link on the PDP), there was less opportunity for visitors to view the page and click that link.

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