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Practical notes for Amazon brand owners.
Short, useful guides from our day-to-day work in seller accounts. No fluff and no gated downloads.
Guides
Read in five minutes each.
TACoS versus ACoS: which number should you manage to?
- ACoS is ad spend divided by ad sales. It tells you how efficient your ads are, and nothing about the rest of the business.
- TACoS is ad spend divided by total sales. It shows whether advertising is growing the whole account.
- A falling TACoS with steady or rising sales means organic sales are growing. That is the healthy pattern.
- A low ACoS with a rising TACoS usually means ads are replacing organic sales, not adding to them.
- Set ACoS targets by campaign goal. A ranking campaign and a profit campaign should never share the same target.
Seven listing mistakes that quietly cost sales
- Titles stuffed with keywords that no shopper would read.
- A main image that does not fill the frame or show scale.
- Bullet points that list features without saying why they matter.
- Backend search terms repeating words already in the title.
- Variations split across separate listings, which splits reviews too.
- No A+ Content, or A+ that repeats the bullets.
- Wrong unit count or net quantity, which distorts the price-per-unit shoppers compare.
How to read a Search Query Performance report
- Start with your top 20 queries by search volume, not by your own sales.
- Compare your impression share with your click share. A big drop means your main image, title or price is losing the click.
- Compare click share with purchase share. A drop here points to the product page: reviews, content or offer.
- Watch cart-add share. High cart adds with low purchases often signals a price or delivery issue.
- Review it weekly. One week is noise, four weeks is a trend.
Planning a product launch on Amazon
- Finish the listing before spending on ads. Traffic to a weak page wastes the launch window.
- Pick a small set of launch keywords you can realistically rank for, then expand.
- Plan early reviews before day one. Amazon Vine is the usual route for registered brands.
- Expect ads to run above your long-term ACoS target during launch. Decide the budget for that in advance.
- Track rank, sessions and conversion every week for the first 12 weeks.
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