Precardix Amazon Update

CA Monthly Update

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CA Monthly Update

June

Executive Summary

Sales Overview

In June, total sales decreased by -12.5% compared to May. In May, we had a $15.00 promotion on the Pack of 2 running for the entirety of the month, which helped boost sales in for that month, whereas in June we offered a smaller discount of 10% off the Pack of 2 for a 2-week period. So, we didn’t see the same sales velocity in June. In addition to this, we faced several issues with our listings, which also impacted our sales for this month. These issues were:

Temporary listing downtimes to resolve back-end issues.

Loss of the Buy Box on the Pack of 1.

Temporary search suppression of the Pack of 1.

These factors collectively impacted our visibility, ad performance, and ranking. Without the Buy Box, our ads do not run on the affected product. When ads are paused or not running, this leads to a drop in our ranking, the search suppression also impacts this.

The Pack of 1 accounted for 57.4% of total sales with 108 units sold, while the Pack of 2 represented 42.5% of total sales with 80 units sold.

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Buy Box Percentage & Account Health

In June, we had issues with the buy box as London Drugs had a lower price on the Pack of 1. We reduced our price, and now have our buy box back.

Conversion Rate - 3 Month Comparison

In June, the conversion rate for the Pack of 1 increased, while the conversion rate for the Pack of 2 decreased. The Pack of 2 conversion rate was up during the 2-week period we were offering the 10% promotion, however during the last of June the conversion rate dropped significantly. This could have been due to the promotion ending, however as there were issues with the Pack of 1 listing, this may have also impacted the Pack of 2. The Pack of 1 conversion rate likely increased, as we had to drop our price to $44.95 to win the buy box.

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Advertising Performance

Impressions decreased this month, and there was a 40.4% decrease in ad spending, while ad sales decreased by 19.3%. We tested several new campaigns throughout May, and made optimizations in June, which led to an improvement in ROAS by 37.1%.

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Advertising spend decreased by -40.4%.

Advertising sales decreased by -19.3%.

Impressions decreased by -49.1% this month.

We noticed a 10.4% decrease in ACoS, compared to the previous month.

ROAS has improved to 3.41 as our ACoS has decreased.

Our top keywords this month were “Precardix”, “blood pressure supplements”, and “precardix 2 pack”.

Market Share

The market increased in June, however our market share declined from 5.9% to 4.7%. This was mainly due to the issues we encountered throughout the month with the listings (losing the buy box, being search suppressed, and our ranking dropping).

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Top 5 Products:

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Subscribe and Save

Our subscription count increased by 0.7% in May. Most of the subscriptions are for the Pack of 2. The Subscribe & Save data for June has not yet been updated in Seller Central.

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Repeat Purchase Behaviour

The number of repeat customers and repeat orders decreased compared to May. Repeat customers made up 4.6% of the total customer share. Most of the repeat orders were for the Pack of 1.

May:

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June:

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Amazon Attribution & Storefront Analytics

In June, we experienced slightly less traffic through attribution, and did not have any sales.

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Storefront Analytics

We also had less traffic to the storefront in June, however sales improved. We observed an increase in sales and improvement in conversion from organic traffic.

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Ratings & Reviews

We received a few negative reviews recently, which has caused our star rating to decline from 3.7 to 3.6. We have contacted these customers, however none have removed their reviews as of yet. Our focus should be on improving our star rating.

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Refunds

We had $0 in refunds for the month of June.

Money Recovered from Amazon (i.e. lost shipments)

We received a reimbursement of $185.52 from lost units in shipments.

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