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Organic Sales change by -16.6% [14.8L →12.3L]Vendor Organic Sales change by -28% [13.7L→9.8L]Seller Organic Sales change by +140% [1.1L→2.5L]Page Views change of 58%[14.7K→23.2K]CVR change of 135%[1.24%→2.91%]ASP change of -35%[570→370]*(haven’t deep dived)Ad Sales change by -7%[13.2L→12.3L]Vendor Ads Sales change by -18% [11.4L→9.4L]Impressions change of -23%[55L→42L]CVR change of +12%[0.08%→0.09%]Hypothesis: Likely SKU mix shift effectASP change of -4%[263→253]Seller Ads Sales change by +56% [1.9L→2.9L]Impressions change of +27% [19.2L→24.5L]CVR change of +25%[0.033%→0.042%]ASP change of -2%[290→285]
Amazon MBR [Dec'24 vs Jan'25]
Amazon India: Sales change by -2.8% [113L-→110L]
Weekday DRR change -2.8%[3.58L DRR→3.48L DRR]
Weekend DRR change -2.1%[3.81L DRR→3.72L DRR]
Conclusion: No Impact of days or weekday/weekend effect
Sufficient-Inventory SKUs Sales Unchanged [~85L]
Organic Sales change by -2%[49L→48L]
Ad Sales change by +3%[36L→37L]
Conclusion: No overall change in 191 SKUs where there was no OOS situation (< 1 day) at RK World
Low Inventory SKUs Sales change by -12% [28L→24.6L]
Page Views change of -33% [65K→44K]
CVR change of 3%[7.6%→7.8%]
ASP change of 3%[279→288]
Reason: Buybox shifting to Seller for OOS SKUs [20% → 35%]
Why did it not cover all the product views lost? Hypothesis: Seller listed product has higher price and longer delivery rates, thus likely having poorer CTRs, hence lesser page views
Hypothesis: Lack of option of RK world, forces buyers to buy from Seller
Reason: Buybox shifting to Seller for OOS SKUs [20% → 35%]
Reason: Buybox shifting to Seller for OOS SKUs [20% → 35%]
Why did it not cover the vendor impression gap? Likely same bidding but lesser relevance score of seller central buybox pushing it down the ranks
Hypothesis: Lack of option of RK world, forces buyers to buy from Seller
TLDR: All Sales (-)change is driven by RK World Low-Inventory situation in Jan (41 SKUs). Seller tried to compensate for it(+2.5L) but couldn’t offset vendor loss (-6L) completely.
Definition
Name
Counts
Dec OOS%
Jan OOS%
Sufficient Inventory SKUs (in RK World)
191 SKUs
3%
3%
Low Inventory SKUs (in RK World)
41 SKUs
3%
21%
There are no rows in this table
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