Amazon ASIN Portfolio Management Mistakes to Avoid

Too many brands accept every PO from Amazon in order to recognize the revenue This approach often has compounding consequences months and even years down the line. The brands excelling at managing this are taking a different approach If Amazon has 8 weeks of cover on hand and orders the equivalent of 10 more weeks, you shouldn’t fill that PO in full Unless you’re right before peak season, you’ll be overstocked by 8 or so weeks Amazon’s algo doesn’t like you being overstocked Amazon will mark down your inventory if it’s not selling at a high enough rate relative to how much inventory they are holding We’ve also seen that Amazon has essentially put storage limits on vendors during peak selling periods like they do for sellers It makes sense because Amazon isn’t going to hold endless inventory from a brand that isn’t going to sell short term, especially when Amazon is tight on square footage As a result, Amazon stops ordering or slows down ordering on best sellers too, which can be crippling for a business We saw this happen to multiple vendors in Q4 last year The best operators look at how many weeks Amazon has on hand and in transit between LTL/FTL and DI for each ASIN and compare that to what Amazon is ordering At the same time, they overlay a demand forecast to ensure they are adjusting up and down for any seasonal trends If Amazon is ordering 5 weeks worth of inventory and they already have 14 weeks of cover and it’s normal season, the strong brands aren’t fulfilling that PO for that particular ASIN I believe there’s two issues that lead to brands mismanaging this The first is lack of data analytics They merely don’t have the capability to analyze all this data We’ve invested millions of dollars in our platform to do this…it’s not easy Second, some employees have the wrong compensation incentives that cause them to want to accept POs to recognize the revenue to juice sales goals performance even though it’s not what’s best for the business That’s easily fixed by changing performance incentives If you’re struggling with this, odds are it’s the first issue over the second. However, you should look at both

I've audited 100+ brands on Amazon. Don't make these mistakes. 😱 1. Poor Listing Optimization (the biggest killer of sales) What I found: Brands with blurry images, bullet points with no benefits, no A+ content, no cohesive story, keyword stuffed title, and more. Fix it: Upgrade your product pages with a cohesive story across your entire content structure (title, images, bullets, and A+). Use high-def visuals that are zoomable and show benefits, write natural language copy for your title and bullets, and let your brand shine in the A+ content. Be sure to cross-sell with comparison widgets! 2. Spending Too Much on Branded Keywords What I found: Brands with non-Amazon agencies running their PPC are massively overspending on branded terms to drive a ROAS that looks great but does nothing for your growth. Fix it: Audit your PPC campaigns. Your branded spend should be 25% or less of your total ad spend. 3. Spending Too Much on Sponsored Products What I found: Loads of brands not tapping into Sponsored Display, Sponsored Brand, or even video campaigns. These placements can perform quite well and should be part of your marketing mix. Fix it: Download your campaigns, pivot on "type". Your SP campaigns should NOT be 90% of ad spend, which is what I see all the time. 4. Stockouts (🤮) What I found: Frequently out of stock. This DESTROYS your sales momentum and kills your organic rankings. On the flip side, I also find lots of overstocks where storage fees are eating up margin. Fix it: The #1 rule on Amazon is NEVER STOCK OUT. Use demand forecasting tools to maintain an optimal inventory balance. 5. NO Bundling What I found: Products where people frequently buy multi-packs or bundles have NO options for bundles. You're costing yourself sales. Fix it: Selling moisturizer? Pair it with your face cream in a Virtual Bundle or Physical bundle. Selling a consumable? Sell multi-qty packs. 🔥 Want to figure out if you're making these mistakes? DM me for a FREE audit.

Your Amazon sales could be at risk if you have unused ASINs and SKUs just sitting around under Manage Inventory. I've been negatively affected by this 2 times already this year. Here's what happened: 🔶 1) ASINs Dormant ASINs get restricted by bots for product policy violations all the time. This affects your account health metrics. You can also still get dragged into IP issues. But here's my personal disaster: an ASIN that we were no longer selling, that had already passed compliance, somehow got its compliance documents re-submitted. No big deal, right? No. Huge problem. The laboratory wouldn't authenticate the documents at that point in time. And Amazon, with its 'shoot first, ask questions later' policy, suspended the account. Took weeks to get them to understand what happened. Took weeks for Amazon to investigate. Spent most of the time getting rebuffed by seller performance robots that wouldn't give a shred of information about the exact details of the suspension. Should have just deleted the ASIN when it was discontinued. 🔶 2) SKUs Amazon is requesting compliance documents at the SKU level. Every time they flag a new SKU, the whole ASIN gets restricted, including SKUs that already passed compliance (ridiculous). This is happening to a product of mine now. A SKU that was dormant for years got flagged. Whenever this happens, there's a weeks-long wait to get approval. More SKUs = more flagging = more down time. Lesson: delete anything from your inventory that is not going to be used in the immediate future. When you consider the current headwinds, and the fact that the ranking algorithm revolves around velocity and momentum... Stupid stuff like this can send your Amazon business into a downward spiral that you may not recover from.

After auditing 100+ Amazon businesses this year and managing 50+ active clients, here are the 5 most common mistakes I've seen in Amazon accounts:   1️⃣ Missing Alt Text - 500 characters of free SEO being wasted. Add terms you want to rank on, terms you want to index on, keywords in foregin languages, misspellings, and more.   2️⃣ Mixed campaign targeting - Branded + non-branded in same campaign means you're skewing your campaign data - Different match types together results in worse optimizations   3️⃣ Not properly merging variations - Two separate listings with 500 reviews each, or one merged listing with 1,000 reviews? Merged wins every time. Higher social proof + combined sales velocity = better rank.   4️⃣ Weak Product Images - A good sugar-substitute listing will show cookies and call out "keto-friendly, zero calories." A bad listing will just show... a bag. Images should demonstrate the product in use, highlight benefits, and build trust.   5️⃣ Poor Inventory Prioritization - Your top seller should never go out of stock. Track sales velocity, and prioritize accordingly.   Stay disciplined with your business and avoid mistakes and it will grow! #Amazon #ecommerce #digitalmarketing #digitaladvertising #sales

I ruined my client's product launch by focusing on the wrong goal. Spent three weeks optimizing for immediate profitability. Low bids. Conservative targeting. Careful budget management. Result: stuck on page 6 with zero momentum. That's when I learned about Amazon launches. Profit isn't the goal during launch phase. Ranking is. Here's the framework that finally worked: - Start with root keywords, not broad terms - Group keywords by tight relevance - Focus on low-competition variations that match your exact offer - Avoid chasing high-volume generic terms initially - Validate conversion rates against market benchmarks early - Use initial campaign data to compare your performance - If you're converting 1-2% higher than competitors, scale aggressively - If lower, fix your listing before spending more - Prioritize top-of-search placements above everything - These placements convert significantly better than other positions - Bid aggressively to win premium real estate - Don't waste traffic on lower-visibility placements - Skip auto campaigns during launch phase - Auto can damage relevance by triggering sales from irrelevant terms - Stick to exact match for the first few weeks - Build relevance signals before expanding targeting - Structure campaigns for maximum control - One campaign, one ad group, one ASIN, one keyword - This gives complete visibility into what's actually working - Avoid complex structures that hide performance data - Monitor impression share, not just spend - Track where Amazon actually places your ads - Adjust bids daily based on placement performance - Visibility metrics matter more than cost metrics initially - Build compelling offers before scaling advertising - Most conversion problems stem from weak value propositions - Optimize title, main image, and pricing first - Consider strategic pricing tactics to improve perceived value - Use aggressive pricing to build initial velocity - Start low, then increase once you have reviews and ranking - Use coupons or bundles if you can't drop base price - Momentum matters more than margin during launch - Avoid top-of-funnel keywords until you're established - Don't chase volume from vague or browsing terms - Focus on bottom-funnel, high-intent searches first - Scale to broader terms after core keywords perform - Track organic ranking daily - Profit means nothing if you're invisible on page 3 - Monitor keyword rankings and pivot quickly if sliding - Ranking momentum compounds over time The insight that changed everything: Amazon launches are about proving demand to the algorithm. Once you've established that pattern, profitability optimization becomes much easier. At GigaBrands.ai, we help Amazon brands navigate the critical launch phase that determines long-term success. What's been your experience with Amazon launches? Did you prioritize ranking or profitability first? Comment 'GIGABRANDS GROWTH ENGINE' for a free audit of your current launch approach. #Amazon

I have audited a 7-figure brand on Amazon. Here's what I found: → No ASIN prioritization for effective budget allocation We noticed the discrepancy looking at the product-level performance between the ad spend % and sales ratio. A high chunk of ad spend is skewed towards worse-performing SKUs, eroding profit margins and killing business efficiency. To top this off, we are losing money by diverting budget to listings that are not optimized for the highest conversion rate. Not all products are created equal. Focus on the 20% of efforts that produce 80% of the outcome. → Placement adjustments neglected There were no placement adjustments being used at a campaign level. If you want to bring more profitable sales for your brand, it's crucial to focus on placements that drive the highest return. We have identified that top of search only made up 22% of the total account ad spend but was performing better at a lower ACOS. Our plan of action now will be to allocate a higher budget amount to top-of-search placement exclusively. → A clunky ad structure When we dug deeper into the ad setup, we noticed several issues with the campaign structure: ❌ Over 20 ad groups per campaign ❌ All match types (broad, phrase, exact) mixed ❌ Hundreds of keywords in a single campaign This posed a few challenges that we had to tackle: - It was difficult to manage campaigns. ↳ Search term negations do not work when more than one match type is advertised in the ad group. - We lacked granular control over the budgets. ↳ With multiple ad groups per campaign, it is super difficult to streamline the budget to flow to places that are bringing the highest ROI. There were 11,000 targets not delivering impressions, which heavily sacrificed the visibility of the products on category key search terms. Such a structure was a big no-no when looking to maximize the category exposure for the brand. Have you noticed any of these issues when managing your PPC campaigns? Let me know in the comments. Stay tuned for part 2 where I will share even more critical issues that you want to avoid!

Imagine having 44 ASINs sending traffic nowhere... A supplement brand upgraded its full line while keeping the same formulations, just in a more convenient format. They launched new ASINs, kept the old ones active, and did not want to lose the organic traffic they had spent years building on the original listings. What most would do in this situation is to assume the catalog will eventually sort itself out, customers will find the new version, and the old listing will eventually get out of stock. The catalog does not work that way because when a new ASIN goes live, the old one still keeps its metrics. It keeps ranking, receiving traffic, and converting customers who have no idea a newer version exists since the detail page shows nothing because Amazon made no connection between the two ASINs because no one asked it to. With this being said, the gap in these cases exists at the relationship layer, which sits beneath the visible interface most sellers interact with every day. And Amazon does have a tool for this, and when used correctly, it adds a visible module on the old detail page, pointing customers directly to the upgraded ASIN, so the old listing stays live, nothing gets merged, basically, the connection is made explicit. The principle you have to keep in mind: when two ASINs share a logical connection, that connection requires a deliberate submission. If you have version updates sitting in your catalog with no relationship linking old to new, that gap is active right now. So if you want to learn how to save your time and get your listing performance to the newer version of your product, check out the full case, including the submission sequence, the eligibility criteria, and the exact tool used, is in OSS Lab. Here: https://lnkd.in/dfm5KKuN ♻️ Repost this, if you know someone managing a catalog with version updates. Might save them months of lost traffic. #AmazonSeller #EcommerceOperations #AmazonCatalog #SellerCentral #BrandRegistry

Think switching a child ASIN to a new parent is easy on Amazon? Think again. Here’s a nightmare: You update a variation’s parent, and only notice a week later that your catalog’s a mess. One parent still thinks the child ASIN is linked, while the new parent only half-recognizes the change. Now, your variations are "ghosted," customers can't find matching products, and sales slide. Most sellers focus on the new parent, but the old parent is just as critical. If you don’t ensure both parent listings reflect the change, your catalog ends up with lingering orphans and broken links—big no-no for Amazon’s algorithm. Seller Central doesn’t warn you when these relationships fail. FlatFilePro’s system double-checks on both ends: the child gets linked to the new parent, and the old parent is scrubbed clean—guaranteed. This protects your ASINs, maintains listing integrity, and keeps your variations selling. Have you ever double-checked both sides of a variation switch? Or discovered phantom SKUs haunting your catalog?

I've reviewed thousands of Amazon suspensions on a daily basis over the past 10-plus years now. I think I've seen it all. During the Wizards of Ecom meeting in Miami last weekend, I broke down what repeatedly gets sellers suspended, and why they have such trouble resolving an ASIN takedown or an account deactivation in a timely manner (or at all). The same 3 mistakes kill seller accounts every time. 1. Template Death Spiral: Amazon spots these in seconds and auto-rejects. I've seen sellers waste all their appeal chances on slightly modified templates or bad prompt/ weak input AI. When Amazon sees copy/paste content, they send copy/paste denials because they know that if you don't care enough to put together a decent appeal. neither should they. No actual, high-level review. No real investigation. Just rejection. 2. Document Deficiency: Amazon doesn't care about your excuses for lacking proper supplier info, or invoices. If you can't prove compliance immediately after suspension, you won't get a second chance. Your documentation should be ready before you ever get suspended. 3. Caving in to Panic all the way up to Submitting a bad appeal: By the time inventory disposal notices arrive, you've already failed multiple appeals. Each failed attempt damages your ability to get a "fresh read from a new manager." Sellers contact me with days or hours remaining, expecting miracles. Miracles can happen, but the longer you wait, the less likely they will happen to you. The time to get expert help is during your FIRST appeal, not your last. -- Facing a suspension? My team knows exactly what Amazon looks for. Stop by our booth 563 at Prosper to get expert help before it's too late.