Precardix Amazon Update

CA Monthly Update

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CA Monthly Update

November

Executive Summary

Sales Overview

In November, total sales increased by 4% compared to October, driven in part by the Black Friday-Cyber Monday promotion. While search volume fluctuated, it increased at the beginning of the month before declining for the remainder of the month.

The Pack of 1 contributed 63% of total sales, with 178 units sold, while the Pack of 2 accounted for 37% of sales, with 101 units sold.

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Buy Box Percentage & Account Health

There are no account health or buy box issues.

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Conversion Rate

The conversion rate decreased for both the Pack of 1 and Pack of 2. We experienced significantly more traffic to our pages compared to October driven by the ads as impressions and engagement were up. As a result, we saw the conversion rates decline.

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Advertising Performance

In November, impressions grew significantly, driven by the increased traffic during Black Friday and Cyber Monday. The rise in impressions resulted in higher engagement with ads, leading to a boost in ad spend. However, CPC also increased during this time contributing to the higher ad spend.

ROAS decreased during this period for a few reasons:

Our average sale per order item dropped from $64.60 in October to $60.41 in November. While we saw an increase in orders and unit sales, overall ad revenue declined due to the lower average sale value.

Higher ad costs during Black Friday and Cyber Monday impacted our revenue-to-ad spend ratio, contributing to the decline in ROAS.

During this period we also continued to test broader keywords related to heart health, and haven’t gathered enough data yet to determine if we should pause these keywords.

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Advertising spend increased by +39%.

Advertising sales decreased by -42%.

Impressions increased by +76% this month.

ACOS increased from 17% to 41% in November.

ROAS has decreased from 5.7 to 2.3.

TACOS increased from 6.2% to 8.7%.

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

Market Share

Although the market saw an upward trend compared to October, our market share declined from 6% to 4.2% in November. Within the Top 5 products, all saw a decline in market share compared to last month with the exception of Nutrali. Additionally, a new competitor has reached the Top 5: Pressure X. We have added this competitor to our ASIN targeting.

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Top 5 Products:

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Subscribe and Save

In November, our subscription count increased from 153 to 175.

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We have paused the S&S coupon during our BF/CM sale and will implement once the sale is done.

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Repeat Purchase Behaviour

The repeat customer share grew by 4.4%, so 9.8% of all customers during this period were repeat customers. We saw an increase in repeat orders for the 1-pack, however this decline for the 2-pack in this period.

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Amazon Attribution & Storefront Analytics

In November, we saw an increase in traffic but sales through attribution declined.

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Storefront Analytics

In November, we observed an increase in storefront traffic driven by an external push from attribution. However, sales through the storefront slightly decreased compared to last month due to a decline in attribution-driven sales. On the other hand, sales from organic traffic and Sponsored Brand ads increased this month.

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Ratings & Reviews

We received two 5-star reviews in November. For the internal review program, 4 reviews have been left, however, we are still waiting on 3 to be posted/approved by Amazon.

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Refunds

We had $96.09 in refunds for the month of November, a decrease compared to October. Each pack had 1 refund.

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

We received a reimbursement for 2 units totalling $109.38.

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