The Ultimate Guide to FBA and Brand Analytics

Introduction

Fulfillment by Amazon (FBA) has revolutionized how brands grow online. But if you’re only focused on logistics and fast shipping, you’re leaving massive money on the table.

Amazon’s Brand Analytics is one of the most powerful — and underutilized — tools available to Brand Registered sellers.

When paired with the scalability of FBA, Brand Analytics gives you a strategic edge that transforms data into growth.

In this ultimate guide, we’ll walk through:

  • What Brand Analytics actually includes
  • How to access and interpret the data
  • Key insights you should use today
  • How to apply those insights to improve listings, ads, and inventory decisions
  • FBA-specific metrics that tie into performance

1. What is Amazon Brand Analytics?

Brand Analytics is a suite of data tools available to Brand Registered sellers in Seller Central.

It includes:

  • Search Term Reports
  • Market Basket Analysis
  • Item Comparison and Alternate Purchase Behavior
  • Demographics
  • Repeat Purchase Behavior

Each report gives you a clearer picture of how customers interact with your brand and your competitors.

2. What is FBA and Why It Matters

FBA (Fulfillment by Amazon) allows sellers to:
📦 Store inventory at Amazon fulfillment centers
🚚 Let Amazon pick, pack, and ship orders
📈 Qualify for Prime and win Buy Box placements more often

But fulfillment speed alone doesn’t drive growth. That’s where data comes in.

3. Combining FBA + Brand Analytics = Growth Strategy

The real magic happens when you combine the operational power of FBA with the market insights of Brand Analytics.

This combo allows you to:

  • Forecast demand accurately
  • Target ads more effectively
  • Convert better with optimized listings
  • Predict what products and bundles will sell best

Let’s break it down…

4. Using Search Term Reports to Improve Listings & Ads

Search Term Reports show:

  • The top-searched terms
  • The click share and conversion share per ASIN
  • Which competitors dominate which terms

Use this to:
✅ Optimize your product titles, bullets, and backend search terms
✅ Refine your Sponsored Products keyword targeting
✅ Identify competitor weaknesses in high-traffic terms

Example: If your ASIN is ranking for “stainless steel water bottle” but not converting — it’s time to revisit your pricing, main image, or reviews.

5. Using Market Basket Analysis for Bundling & Upsells

This report shows which products are frequently bought together with yours.

✅ Use this for:

  • Creating virtual bundles (FBA only)
  • Developing complementary product lines
  • Crafting upsell emails and ads

Example: If your yoga mat is often purchased with resistance bands — make a bundle and dominate the category.

6. Item Comparison and Alternate Purchase Behavior

This report shows what other items customers viewed — and ultimately purchased — instead of yours.

✅ This data tells you:

  • Who your true competitors are
  • How your offer stacks up in the customer journey
  • What changes (image, price, reviews) may shift outcomes in your favor

7. Demographics: Understand Your Audience

Brand Analytics gives data on:

  • Age
  • Household income
  • Gender
  • Education level
  • Marital status

✅ Why it matters:

  • Craft better product descriptions
  • Target the right demographic in your off-Amazon ads
  • Inform product development and packaging

8. Repeat Purchase Behavior: Fuel Retention

If you sell consumables, this report is gold.

✅ See:

  • Which products are bought again
  • How often customers reorder
  • Your average customer lifetime value

Use this to:
📦 Adjust inventory forecasting for FBA
💬 Build “Subscribe & Save” campaigns
📈 Create retargeting campaigns based on reorder windows

9. Tie It Back to FBA Metrics

Brand Analytics gives the why, but FBA gives the how — in performance terms.

Watch your:

  • Inventory levels
  • IPI Score
  • Stranded Inventory
  • Return rates

✅ Combine these data points with Brand Analytics to prevent overselling, stay in stock, and lower your return-related costs.

10. Pro Tips for Implementation

  • Review Search Term Reports weekly and adjust your listings
  • Pull comparison behavior data before launching new ads
  • Bundle products based on Market Basket data
  • Forecast FBA inventory based on Repeat Purchase insights
  • Use demographic data to personalize off-Amazon marketing (social, email, etc.)

Final Thoughts

FBA handles the heavy lifting.
Brand Analytics tells you where to lift next.

Together, they create a powerful flywheel of insight, efficiency, and growth.

Stop guessing. Start scaling — smarter.

Need Help?

At Marketplace Valet, we help sellers:
📦 Fulfill products through Amazon FBA
📊 Use Brand Analytics to sharpen strategies
💰 Increase conversions and retention

📩 justin@marketplacevalet.com
🌐 https://marketplacevalet.com

Amazon FBA vs FBM: Which Strategy Wins in 2025?

Introduction

Choosing between FBA (Fulfillment by Amazon) and FBM (Fulfilled by Merchant) is one of the most important decisions an Amazon seller will ever make.

Get it right, and you scale smoothly.
Get it wrong, and you’ll burn cash — or worse, ruin your customer experience.

In this comprehensive guide, we’ll break down:

  • Pros & cons of FBA and FBM
  • Cost comparison
  • Shipping, storage, returns
  • Prime eligibility
  • When to use each model
  • The best hybrid strategy for most sellers

Let’s dive in.

What Is Amazon FBA?

With FBA, Amazon handles:
✅ Storage
✅ Picking & packing
✅ Shipping
✅ Customer service
✅ Returns

You ship your inventory to Amazon’s warehouse. They handle the rest.

Pros of FBA

  • Prime eligibility = more sales
  • Fast delivery & trusted experience
  • Offload fulfillment headaches
  • Better Buy Box win rates

Cons of FBA

  • Storage & fulfillment fees
  • Long-term storage penalties
  • Limited control over returns
  • More expensive for oversized or low-margin items

What Is Amazon FBM?

With FBM, you handle:
✅ Storage
✅ Shipping
✅ Customer service
✅ Returns

It’s all on you — or your third-party logistics (3PL) partner.

Pros of FBM

  • More control over inventory & returns
  • Can be cheaper for slow-moving or oversized products
  • Flexibility with bundles or custom packaging
  • No FBA prep hassles

Cons of FBM

  • No automatic Prime badge (unless using SFP)
  • You must manage shipping times
  • Customer service burden is on you
  • Harder to win the Buy Box

FBA vs FBM: Cost Breakdown

Here’s a basic comparison (as of 2025):

Cost TypeFBAFBM
Fulfillment Fee$3.22 per unit avg.Varies (you pay carrier)
Storage (per cubic ft)$0.87–$2.40 (standard size)Your warehouse or 3PL
ReturnsFree to customers, you eat costYou manage/refund/replace
Prime EligibilityIncludedOnly with SFP (hard to qualify)

For small, fast-moving products → FBA usually wins.
For bulky, slow-moving, or low-margin products → FBM might be better.

When Should You Use FBA?

✅ You sell small, lightweight products
✅ You want to scale quickly
✅ You rely on Prime trust and visibility
✅ You don’t want to manage logistics or customer service

When Should You Use FBM?

✅ You sell oversized, heavy, or low-margin items
✅ You already have warehouse/3PL infrastructure
✅ You want control over branding, packaging, or bundles
✅ You sell made-to-order or custom goods
✅ You want to avoid long-term storage fees

What About a Hybrid Model?

Many successful sellers use both FBA and FBM:

  • Use FBA for fast sellers or Prime-heavy categories
  • Use FBM for backup inventory, oversized SKUs, or customized items
  • Maintain flexibility during Q4 and FBA restock limits

📦 Example:

  • Your top 10 SKUs → FBA
  • Everything else → FBM or via your 3PL (like Marketplace Valet)

FBA vs FBM: Which Wins?

It’s not about “either/or.” It’s about what works per product and per season.

FBA Wins When:

  • Speed matters
  • Prime eligibility = more trust
  • You’re scaling without fulfillment help

FBM Wins When:

  • Margins are tight
  • You want brand control
  • Your own fulfillment is cost-efficient

Real-World Seller Examples

🔹 A pet supplies brand moved all heavy items to FBM → saved $12,000/year in FBA fees
🔹 A supplements brand launched new SKUs via FBA for faster sales velocity
🔹 A home goods seller used FBM during Q4 restock limits to avoid stockouts

Final Thoughts

In 2025, it’s no longer a question of FBA vs FBM.

Smart sellers use:
✅ FBA for Prime trust & speed
✅ FBM for cost control & flexibility
✅ A hybrid model for maximum ROI

Need Help Managing Both?

At Marketplace Valet, we help brands:
📦 Store inventory
🚚 Ship FBM orders fast
📊 Navigate FBA strategy
✅ Maximize sales while reducing costs

Let’s build your ideal fulfillment strategy →
📩 justin@marketplacevalet.com
🌐 https://marketplacevalet.com

The Ultimate Guide to Selling Dangerous Goods with Amazon FBA

Introduction

Selling “dangerous goods” on Amazon might sound risky — but for informed sellers, it’s a massive opportunity.

From cleaning supplies and lithium batteries to aerosols and beauty sprays, these items often have:
✅ Higher margins
✅ Less competition
✅ Year-round demand

But they also come with strict regulations — especially when selling through FBA (Fulfillment by Amazon).

In this ultimate guide, we’ll break down:

  • What qualifies as a dangerous good
  • How to get approved for FBA Hazmat
  • Packaging & labeling requirements
  • Common pitfalls to avoid
  • Tools to help you stay compliant

What Are Dangerous Goods on Amazon?

Amazon defines “dangerous goods” (or hazmat) as products that contain substances that could pose risks during:

  • Storage
  • Handling
  • Shipping

Examples include:

  • 🧴 Aerosol sprays (like air fresheners or hair sprays)
  • 🔋 Lithium-ion batteries and electronics
  • 🧼 Cleaning products with alcohol or bleach
  • 🔥 Flammable liquids or gels
  • 🔧 Automotive chemicals

Even if they’re safe for consumer use, they might still be classified as hazmat under shipping laws.

Why Sell Dangerous Goods?

  1. High Demand Products – Many are household staples.
  2. Low Competition – Fewer sellers willing to deal with the red tape.
  3. Fewer Hijackers – Hazmat compliance deters copycats.
  4. Repeat Purchase Rates – Think sprays, disinfectants, personal care.

💡 Translation? These can be goldmine categories — if you manage them correctly.

Step 1: Know If Your Product Is Hazmat

Use the Amazon Product Classifier Tool or list your ASIN and wait for:
✅ “No issues” – You’re good
⚠️ “Under review” – Amazon needs documents
🚫 “Restricted” – Not eligible for FBA

Tip: Always check MSDS (Material Safety Data Sheet) first — it outlines the product’s safety classification.

Step 2: Get Enrolled in the FBA Dangerous Goods Program

If your product is hazmat:

  • You must be enrolled in the FBA Dangerous Goods (Hazmat) Program
  • Enrollment is invitation-only — but you can request access via Seller Central

Once enrolled:
✅ You can send limited quantities to special FBA Hazmat warehouses
✅ Amazon evaluates your compliance & documentation

Step 3: Provide Required Documentation

You’ll typically need:

  • ✅ Safety Data Sheet (SDS/MSDS)
  • ✅ Product images
  • ✅ Manufacturer’s technical documentation
  • ✅ Packaging and labeling info

Pro tip: Make sure your SDS is current (issued within the last 3 years) and properly formatted.

Step 4: Follow Amazon’s Hazmat Prep & Packaging Rules

Hazmat shipments must be:

  • ✅ Sealed and leak-proof
  • ✅ Properly labeled with any hazard warnings
  • ✅ Packed per DOT (Department of Transportation) or IATA standards (if shipped air)

📦 Failing to follow prep guidelines will lead to delays, returns, or removal orders.

Step 5: Manage Hazmat Storage Limits

FBA places strict storage limits on dangerous goods — especially for new sellers.

Track your Hazmat storage utilization inside your Inventory Performance Dashboard.

📉 Going over limit? Your inventory may be:

  • Refused at the warehouse
  • Delisted until you reduce levels

Step 6: Monitor Inventory & Restock Windows

Because Amazon limits how much hazmat inventory you can send at once:
✅ Forecast 4–6 weeks ahead
✅ Replenish consistently
✅ Monitor ASIN-level sell-through to avoid stockouts

Sellers who treat hazmat like a “normal” product often fail due to delayed replenishment.

Common Mistakes to Avoid

🚫 Sending hazmat without FBA approval
🚫 Using outdated SDS docs
🚫 Incorrectly labeling shipments
🚫 Assuming FBM is easier — it’s not
🚫 Not forecasting around storage limits

Tools to Make Hazmat Selling Easier

  • Amazon’s Product Classifier Tool
  • Hazmat Review Dashboard
  • Keepa (for tracking ASIN sales history)
  • Marketplace Valet Fulfillment Services (for prep, storage, and replenishment)

Can You Sell Dangerous Goods via FBM?

Yes — but:

  • You still need to comply with all federal and carrier regulations
  • You’ll need your own hazmat shipping account (UPS, FedEx)
  • Your return rates might be higher

💡 FBM is only recommended for sellers with hazmat handling experience.

Should You Work with a Fulfillment Partner?

If dealing with Amazon’s hazmat rules makes your head spin — you’re not alone.

That’s why many brands use 3PLs like Marketplace Valet to:
✅ Prep shipments correctly
✅ Handle storage & restocking
✅ Ensure compliant labeling
✅ Monitor inventory health

📦 We’ve helped brands scale 6- and 7-figure hazmat businesses on Amazon — without the headaches.

Final Thoughts

Selling dangerous goods on Amazon can feel… well, dangerous.

But with the right strategy, documentation, and prep — it can be a very lucrative niche.

✅ Know the rules
✅ Stay compliant
✅ Track inventory
✅ Work with experts when needed

Want Help Scaling Your Hazmat Brand?

At Marketplace Valet, we know the ins and outs of Amazon FBA — including the messy world of dangerous goods.

📩 Reach out to justin@marketplacevalet.com
🌐 https://marketplacevalet.com

Let’s grow your brand — safely.

The Untold Truth About Inventory and Conversion on Amazon

Introduction

You’ve optimized your listings. You’re running ads. You’re driving traffic.

But you’re still not converting.

Here’s the truth most sellers overlook: Your inventory levels may be the silent killer behind your poor conversion rate.

On Amazon, inventory isn’t just about availability — it influences your:

  • 📈 Organic ranking
  • 🔄 Buy Box eligibility
  • 💡 Ad performance
  • 🛒 Customer buying behavior
  • 💰 Overall profitability

Let’s break down how inventory mismanagement affects conversions — and what you can do to fix it.

1. Inventory and the Amazon Algorithm

Amazon prioritizes sellers who can fulfill orders fast and reliably.

When your inventory dips:

  • Your ASIN may lose the Buy Box
  • Organic rank drops
  • Amazon slows traffic flow to avoid customer disappointment

This directly impacts:
✅ Visibility
✅ Conversion
✅ Ad efficiency

If Amazon doesn’t trust you to fulfill, it won’t promote you.

2. Stockouts Damage Trust and Sales Velocity

Let’s say a customer saw your ad and clicked through… but you were out of stock or had long lead times.

They:
❌ Leave your listing
❌ Buy from a competitor
❌ Might never come back

This hurts your:

  • Click-through history
  • Sales velocity
  • Session conversion rate (which Amazon tracks)

📉 One stockout can cost you weeks of sales momentum.

3. The Dangers of Low or Inconsistent Stock

Even if you’re not fully out of stock, low stock can hurt you.

When Amazon senses low inventory, it may:

  • Show “Only X left!” warnings (which can trigger scarcity OR fear)
  • Lower your Sponsored Ads visibility
  • Remove ASINs from multi-unit promotions
  • Penalize your IPI score

Low stock = lower customer confidence = lower conversions.

4. Inventory Affects Your Ad Performance

When your inventory is limited:

  • Amazon may reduce your ad impressions to avoid poor customer experiences
  • You may be overspending to drive traffic to listings that can’t fulfill fast
  • Conversion rate declines → ACoS skyrockets

📉 You end up paying more for fewer results.

5. How the Buy Box Impacts Conversion

If your inventory setup disqualifies you from the Buy Box:

  • Ads won’t trigger
  • Organic visibility drops
  • Mobile shoppers may not even see the “Add to Cart” button

🛑 No Buy Box = No Sales = No Conversion

Maintain enough FBA inventory to stay Buy Box eligible 24/7.

6. FBA vs FBM and Customer Confidence

Customers trust FBA more than FBM.

Even if your FBM offer is cheaper, many shoppers will skip it due to:

  • Longer delivery times
  • Unfamiliar seller names
  • No Prime eligibility

To convert:
✅ Keep your best sellers stocked in FBA
✅ Use FBM as backup only when FBA dips

7. Inventory Influences Listing Quality Perception

Ever see a listing that says:

Ships in 4–6 weeks

Would you buy? Probably not.

Long lead times:

  • Increase bounce rates
  • Reduce conversions
  • Can trigger Amazon to suppress the listing from search results

The takeaway: availability = trust.

8. The Importance of Sales Forecasting

You can’t convert if you can’t fulfill.

Use tools like:

  • Amazon Inventory Planning
  • Restock reports
  • 30/60/90-day velocity tracking
  • Alerts for low stock thresholds

Prevent stockouts by:
✅ Planning 2–3 months ahead
✅ Using sales trends, seasonality, and promo history
✅ Working with a fulfillment partner like Marketplace Valet

9. Inventory Depth for Sponsored Promotions

Running a big promo?

Make sure your inventory can handle the surge.

If not:
🚫 You’ll get a temporary spike…
📉 Followed by stockouts…
📉 Followed by a long recovery period

Don’t throttle growth with poor prep.

10. The Right Fulfillment Partner = Higher Conversions

Working with a reliable fulfillment partner means:

  • No missed deliveries
  • No stockout surprises
  • Faster restocks and replenishment
  • Higher Buy Box retention

At Marketplace Valet, we help Amazon sellers:
📦 Store inventory closer to FBA centers
🔄 Replenish faster
✅ Stay in stock
🚀 Convert more shoppers

Real-Life Example

One 8-figure Amazon brand saw conversion rates tank despite ads performing well.

We found:

  • Their top-selling SKU had <50 units left at FBA
  • Amazon throttled visibility to preserve customer experience
  • Sponsored ads cost increased by 20% with no extra sales

✅ Solution:

  • Sent replenishment immediately
  • Added FBM backup
  • Restored rank and conversion within 10 days

Final Tips

✅ Monitor inventory DAILY
✅ Keep best sellers in FBA with 30+ days of stock
✅ Don’t let ads run if stock is low or Buy Box is lost
✅ Forecast based on seasonality
✅ Track conversion rates per ASIN regularly

Summary

Inventory isn’t just logistics — it’s conversion strategy.

Stockouts, low availability, or delayed shipping create a ripple effect that hurts:

  • Visibility
  • Ad performance
  • Customer trust
  • Organic rank
  • Revenue

Master your inventory, and your conversion rate will follow.

Need Help?

At Marketplace Valet, we don’t just store your products — we help you move them.

📦 FBA prep
📦 Replenishment
📦 Full-service Amazon fulfillment
📈 Insights to keep you selling

📩 Reach out: justin@marketplacevalet.com
🌐 https://marketplacevalet.com

Boost Your Sales with Data-Driven Insights

Introduction

Want to sell more on Amazon? Start by ditching your assumptions.

In 2025, the brands that win aren’t the ones with the flashiest marketing — they’re the ones using data to make better decisions.

Data-driven insights are your secret weapon to:
📊 Understand your audience
📈 Optimize your advertising
💸 Increase profitability
🚀 Scale your business

In this post, we’ll break down the best ways to use Amazon data to grow your brand.

What Does It Mean to Be “Data-Driven” on Amazon?

Being data-driven means basing decisions on evidence, not assumptions.

It’s about:
✅ Knowing which metrics to track
✅ Reviewing reports consistently
✅ Acting on the story your data tells

Let’s walk through where to find that data and how to use it.

Key Amazon Reports to Monitor

  1. Search Query Performance Report
  2. Search Term Report (from PPC)
  3. Business Reports → Detail Page Sales and Traffic
  4. Brand Analytics → Market Basket, Repeat Purchase, and Demographics
  5. Inventory Performance Dashboard
  6. Account Health Metrics (Returns, ODR)

Step-by-Step: How to Use These Insights

1. Optimize Listings with Search Query Performance

This report shows:

  • Which queries drive impressions
  • How many clicks and conversions they get
  • Your brand’s share of traffic

🛠 Use this to:
✅ Improve CTR by updating your title and images
✅ Improve conversion by optimizing bullets and A+ content
✅ Find long-tail keywords for ads and backend SEO

2. Cut Wasted Spend Using Search Term Reports

Search Term Reports (from PPC) show:

  • Which terms actually convert
  • What’s costing money with no return
  • Which match types are most effective

📉 Use this data to:
✅ Pause poor performers
✅ Negative match low-quality queries
✅ Shift budget to high-ROAS keywords

3. Track Your TACoS (Total Advertising Cost of Sale)

TACoS = Ad Spend / Total Revenue

This shows whether your advertising is:

  • Fueling brand growth
  • Just covering existing sales
  • Losing you money

🎯 Goal: Keep TACoS below 10% long-term, with profitability improving as you scale.

4. Monitor Conversion Rate (CVR) & Sessions

From Business Reports:

  • Sessions = traffic
  • Unit session percentage = conversion rate

If sessions are high but conversions are low:
📌 You need to fix your listing (not your ads)

5. Use Market Basket Analysis to Create Bundles

Brand Analytics → Market Basket shows what else customers buy with your product.

🛠 Use this to:
✅ Build virtual bundles
✅ Create new ASINs based on demand
✅ Improve AOV (Average Order Value)

6. Understand Repeat Customers with Purchase Behavior

Are customers coming back?

Use Repeat Purchase Reports to:

  • Identify products to offer subscriptions
  • Create remarketing campaigns
  • Decide which SKUs deserve deeper inventory

7. Segment Data by ASIN, Not Just Brand

Always break down performance by ASIN.

Some products:

  • Convert higher
  • Have stronger repeat purchase
  • Justify higher ad spend

Others?
❌ Might be cannibalizing your budget

8. Use Data to Guide Inventory Decisions

Monitor:

  • Sell-through rate
  • Excess inventory
  • Inbound performance

📉 Too much stock = storage fees
📈 Too little = stockouts & lost rank

Plan restocks based on 30/60/90-day sales velocity.

Real Example: Scaling with Data

One Marketplace Valet client was spending $6,000/month on ads with no clear ROI.

We:
✅ Reviewed their Search Term Report
✅ Identified 3 keywords with 3x ROAS
✅ Paused all other low-performing terms
✅ Updated listings to match their top queries
✅ Focused budget on converting keywords only

Result:
📈 42% increase in sales
💸 27% reduction in ad spend
📊 Lowered ACoS from 38% → 14% in 6 weeks

Common Mistakes to Avoid

🚫 Looking at data without taking action
🚫 Tracking only ACoS instead of TACoS
🚫 Ignoring listing conversion rates
🚫 Running the same ads for every product
🚫 Reacting to data without enough time range

Tools to Make This Easier

Consider using:

  • Helium 10 (for keyword and product tracking)
  • DataHawk or Jungle Scout (for analytics)
  • Sellerboard (for profit and loss tracking)
  • Marketplace Valet’s internal dashboards (available for clients)

Final Thoughts

Data is only powerful if you act on it.

To scale in 2025, Amazon sellers need to:
✅ Embrace analytics
✅ Use reports to test and improve
✅ Cut waste and double down on what works

Success isn’t about luck — it’s about insights.

Want Help Becoming a Data-Driven Brand?

At Marketplace Valet, we turn reporting into growth strategies that scale your brand and your bottom line.

📩 justin@marketplacevalet.com
🌐 https://marketplacevalet.com

Top Tips for Analyzing Search Query Performance on Amazon

Introduction

If you’re an Amazon seller looking to optimize listings, improve SEO, and scale your business — you can’t ignore the Search Query Performance Report (SQPR).

This tool is part of Brand Analytics and gives you detailed data on:
🔍 What shoppers are searching
📈 How they interact with your listings
💸 Where you’re missing opportunities to convert

In this post, we’ll show you how to analyze the report and give you top tips to turn this data into actionable wins.

What Is the Search Query Performance Report?

The SQPR is available inside Amazon Brand Analytics. It shows:

MetricDescription
Search QueryThe exact phrase customers searched
ImpressionsHow often your products were seen in those searches
ClicksHow many people clicked your listing
Click-Through Rate (CTR)% of impressions that resulted in clicks
ConversionsPurchases attributed to that query
Conversion Rate% of clicks that resulted in purchases
Brand ShareYour share of total clicks/sales for that query

You can download this report at a weekly, monthly, or quarterly level.

Why It Matters

The SQPR gives you insight into how your brand performs for specific search queries — across both organic and sponsored placements.

You can:
✅ Spot keywords where you’re winning
✅ Identify underperforming queries
✅ Understand how shoppers behave
✅ See what’s working for your competitors

How to Access the Report

  1. Go to Brand Analytics in Seller Central
  2. Click on Search Query Performance
  3. Choose the timeframe and ASIN
  4. Download the CSV or view online

Top Tips for Analyzing Search Query Performance

Tip 1: Start with High-Impression Queries

These are the most searched terms relevant to your product.

Sort by impressions to:

  • Find high-volume opportunities
  • Ensure you’re appearing where it matters
  • Align your ad and SEO strategy to high-demand terms

🛠 If impressions are high but clicks are low → your main image/title might be underperforming.

Tip 2: Prioritize CTR (Click-Through Rate)

High impressions + low CTR = visibility without interest.

Ask:

  • Does my title match the search intent?
  • Is my main image compelling?
  • Do I have a clear price/offer/value prop?

📌 Tip: Test new main images, A/B titles, or pricing.

Tip 3: Improve Conversion Rate

Once shoppers click, are they buying?

If your conversion rate is low:

  • Revisit your listing copy
  • Strengthen your bullets and product details
  • Use FAQs and reviews to reduce buyer friction
  • Improve A+ content or add a video

📊 Conversion rate below 10%? It’s time to optimize.

Tip 4: Compare Click Share vs Conversion Share

Let’s say:

  • You get 30% of clicks on a keyword
  • But only 10% of conversions

That gap = lost opportunity.

🛠 Fix the funnel with stronger listing content or pricing strategy.

Tip 5: Look for New Keyword Opportunities

The SQPR often surfaces queries you didn’t think to target.

Look for:

  • Long-tail terms
  • Use-case keywords (e.g., “travel water bottle for kids”)
  • Branded vs unbranded differences

Use these in:
✅ Listings
✅ PPC campaigns
✅ Backend search terms

Tip 6: Track Performance Over Time

Use the weekly view to spot trends.

  • Did changes to your listing improve CTR?
  • Are competitors overtaking your brand share?
  • Are you gaining or losing search presence?

🔁 Monitoring regularly helps you stay ahead.

Tip 7: Filter by ASIN

If you sell multiple products, analyze search queries one ASIN at a time.

This avoids data being muddied by top-sellers or unrelated items.

Tip 8: Use the Report to Guide PPC

For high-volume terms with poor organic share:
📌 Build a Sponsored Products campaign
📌 Use Phrase or Exact Match
📌 Monitor conversions and refine

📈 This gets your product in front of more relevant traffic — fast.

Tip 9: Optimize for Branded vs Generic Terms

Branded queries = people searching for you
Generic = broader market opportunity

If branded CTR is high but generic is low:
✅ Your loyal fans find you
🛠 But you may need to improve how you reach new customers

Tip 10: Align Keywords Across All Touchpoints

Your best-performing queries should appear in:

  • Title and bullets
  • A+ content
  • Ad campaigns
  • Images and alt-text (where applicable)

Repetition reinforces relevance to Amazon’s algorithm.

Common Mistakes to Avoid

🚫 Only checking once a month
🚫 Ignoring low-converting high-volume terms
🚫 Not acting on poor CTR or low conversion share
🚫 Failing to adapt your ads based on real data

Summary

The Search Query Performance Report gives you an insider view into:
✅ What customers are typing
✅ Where your listings succeed
✅ Where you lose out
✅ How your brand stacks up

Analyze it regularly and use the insights to:

  • Improve CTR
  • Boost conversions
  • Refine PPC
  • Increase brand visibility
  • Discover new growth opportunities

Want Help Making Sense of the Data?

At Marketplace Valet, we help brands decode reports like this and turn them into high-performing strategies that scale sales.

Let’s make your data work harder → justin@marketplacevalet.com
Or visit https://marketplacevalet.com

How to Use Amazon Search Reports to Scale Your Business

Introduction

Every seller wants to scale — but too many are flying blind.

Want real growth?

You need data-driven insights — and the most powerful one might already be sitting in your Seller Central dashboard:

📊 The Amazon Search Term Report.

In this guide, we’ll break down:

  • What the Search Term Report is
  • How to access and read it
  • What insights it reveals
  • How to use it to scale your ads, listings, and strategy

Let’s dive in.

What Is the Amazon Search Term Report?

The Search Term Report is available in Amazon’s advertising console and Seller Central. It tells you:

🔍 What exact search terms customers typed before clicking your ad
📈 Which terms led to sales
💸 Which terms cost you money but didn’t convert

This is different from keyword targeting — it’s about real-world shopper behavior.

How to Access It

  1. Go to Advertising → Reports
  2. Choose Sponsored Products → Search Term Report
  3. Select your timeframe (last 7, 30, or 60 days)
  4. Download the .csv file and open in Excel or Google Sheets

Key Columns in the Report

Here’s what to pay attention to:

Column NameWhat It Tells You
Search TermWhat shoppers typed
Campaign NameThe ad campaign it came from
Match TypeBroad, Phrase, or Exact
ImpressionsHow often your ad showed
ClicksHow often it was clicked
SpendWhat you paid
OrdersConversions
SalesTotal value of purchases
ACoSCost per sale (spend/sales)

5 Ways to Use the Search Term Report to Scale

1. Identify Your Top-Performing Search Terms

Sort by lowest ACoS or highest ROAS.

These are your winning search terms.
✅ Increase bids
✅ Move them into Exact Match campaigns
✅ Use them in your listing copy for SEO

2. Cut Waste by Finding Poor Performers

Sort by:

  • High spend
  • Zero or low orders
  • ACoS above your target

Pause or negative match these terms — they’re eating budget without producing sales.

3. Discover Hidden Keyword Gems

Sometimes, customers find you through terms you didn’t expect.

Look for:

  • Long-tail keywords
  • Misspellings
  • Seasonal terms

These can be added to your campaigns or listings for cheap conversions.

4. Optimize Your Campaign Structure

If you notice certain search terms performing better in phrase or broad match, build new campaigns around them.

You’ll:
✅ Control bids better
✅ Reduce overlap
✅ Improve campaign efficiency

5. Use It to Improve Product Listings

The best-performing search terms = language your customers use.

Incorporate them into:

  • Title
  • Bullet points
  • A+ content
  • Backend search terms

This boosts organic rank and conversion rate.

Real-World Example

We helped a client selling home goods identify that “minimalist kitchen rack” was driving high-converting traffic.

✅ It wasn’t in their listing
✅ It wasn’t targeted in ads
✅ It came from a broad match campaign

We:

  • Added it to their product title and bullets
  • Created an exact match campaign for it
  • Saw a 43% sales lift in 30 days

Mistakes to Avoid

🚫 Ignoring the report entirely
🚫 Optimizing based on keyword targeting, not actual search terms
🚫 Overreacting to short-term data (use at least 14–30 days)
🚫 Failing to implement negative keywords

Bonus Tip: Use Negative Keywords

If a search term is:

  • Getting clicks but no sales
  • Driving irrelevant traffic
  • Wasting budget

…negative match it.

This tells Amazon: “Don’t show my ad here again.”

Clean data = better results.

How Often Should You Review the Report?

🔁 Every 7–14 days for active campaigns
🔁 Monthly for less active SKUs

Consistent review = consistent improvement.

Final Thoughts

The Amazon Search Term Report is a goldmine for growth.

It shows you:
✅ What works
✅ What doesn’t
✅ Where your customers are
✅ How to scale with confidence

Use it to:

  • Optimize campaigns
  • Improve your listings
  • Increase profit per click
  • Reduce wasted ad spend

It’s not a luxury — it’s a necessity.

Want Help Scaling?

At Marketplace Valet, we turn data like this into real dollars.

Let’s scale your listings → justin@marketplacevalet.com
Or visit https://marketplacevalet.com

How 24-Hour Attribution Impacts Your Amazon Conversion Rates

Introduction

Amazon’s advertising platform is powerful — but it comes with limitations most sellers don’t realize.

One of the biggest?

🕒 24-hour attribution.

If a shopper clicks your ad and buys 25 hours later, you get no credit for that sale.

This can drastically skew:

  • Conversion rate data
  • ACoS and ROAS calculations
  • Campaign decisions
  • Budget allocations

In this post, we’ll unpack what 24-hour attribution really means — and what you can do about it.

What Is Amazon’s 24-Hour Attribution Model?

Attribution is how Amazon tracks and assigns credit for sales back to an ad click.

Their default model only credits you if:
📌 The customer clicks your ad
📌 Then makes a purchase within 24 hours

This is different from other platforms like Facebook (7-day click) or Google (up to 30 days).

So even if your ad influenced the buyer’s decision — if they wait too long to purchase, you lose credit.

How This Impacts Your Performance Metrics

1. Conversion Rate May Look Worse Than It Is

If shoppers are window-shopping, price comparing, or coming back later — your actual conversions may be underreported.

Amazon will show:

  • More clicks
  • Fewer conversions
  • Lower CTR
  • Higher ACoS

Even if you’re generating real sales.

2. ACoS and ROAS Are Inflated

When sales fall outside the attribution window, your campaign may appear less profitable than it really is.

Let’s say:

  • 100 clicks = $50 ad spend
  • 2 tracked conversions = $30 in revenue
    🧮 That’s a 167% ACoS.

But if 3 more sales happened 2 days later, you’re actually profitable — Amazon just doesn’t show it.

3. Good Campaigns Look Like Bad Ones

Many high-consideration products have longer buying cycles:

  • Electronics
  • Supplements
  • Home goods
  • High-ticket items

If your ads spark interest but shoppers come back days later (via search or direct), you’ll lose attribution — and potentially pause the campaign thinking it doesn’t work.

4. Retargeting Isn’t Fully Supported

Unlike other platforms with multi-day or view-through attribution, Amazon limits your visibility into what happens after 24 hours.

This means:

  • Fewer insights into top-of-funnel effectiveness
  • Less clarity on how Sponsored Display or DSP performs over time

Workarounds and Best Practices

✅ 1. Use Brand Analytics + Business Reports

Compare:

  • Sales from ads (attributed)
  • Total sales for the product (from Business Reports)

This gives you a broader sense of what your ad exposure is contributing to — even if Amazon doesn’t count it directly.

✅ 2. Track Sessions vs Orders

Go to Business Reports and pull:

  • Sessions
  • Units Ordered

If sessions spike after a campaign but attributed sales don’t — it’s likely your ad drove delayed conversions.

✅ 3. Lower Your Bids, Extend the Funnel

If you know your product has a longer decision cycle:

  • Reduce bids to avoid overspending
  • Consider broader campaigns to build awareness
  • Use Sponsored Brand Video or lifestyle imagery to educate early

✅ 4. Use External Retargeting (if possible)

You can supplement Amazon’s short window with:

  • Pixel-tracked landing pages
  • DSP retargeting
  • Influencer campaigns or email flows

These can nurture leads that Amazon won’t show in their attribution.

✅ 5. Focus on Long-Term Organic Growth

Even if Amazon doesn’t attribute sales, your efforts help boost:

  • Ranking
  • Keyword relevance
  • Organic conversions

Your ad still does the job — it just doesn’t get full credit for it.

When Does 24-Hour Attribution Hurt the Most?

🛑 Products with longer purchase consideration
🛑 High-ticket or premium-priced items
🛑 Highly competitive categories
🛑 Launches without reviews (slower buying decisions)

Is There a Better Attribution Option?

Currently, only Amazon DSP and a few external tools allow longer attribution windows.

DSP supports:

  • 14-day click
  • 30-day view-through

But for Sponsored Products/Sponsored Brands — you’re stuck with the 24-hour rule.

Summary

🧠 Amazon’s 24-hour attribution model creates a blind spot for many sellers.

It affects how:

  • You read campaign performance
  • You optimize ad spend
  • You make budgeting decisions

Understanding it — and adjusting your expectations — is key to long-term success.

Final Thought

Don’t let Amazon’s limited attribution cause you to kill great campaigns or misread buyer behavior.

Track across tools. Look beyond the 24 hours. And play the long game.

Need Help Navigating Amazon Ads?

At Marketplace Valet, we help brands:
✅ Launch smarter
✅ Optimize campaigns with real data
✅ Avoid common attribution traps

Let’s talk → justin@marketplacevalet.com
Or visit: https://marketplacevalet.com

The Truth About Amazon Honeymoon Period — What Sellers Need to Know

Introduction

If you’re launching a product on Amazon, there’s a secret advantage most sellers overlook:

📈 The Amazon Honeymoon Period.

It’s a critical window of opportunity — and if you don’t optimize for it, you could lose organic ranking traction forever.

In this guide, we’ll cover:

  • What the Honeymoon Period is
  • How long it lasts
  • What Amazon is really looking for
  • How to make the most of it
  • The biggest mistakes to avoid

What Is the Amazon Honeymoon Period?

The Honeymoon Period is an unofficial but widely acknowledged time after your product first goes live, when Amazon’s algorithm gives your listing temporary visibility and ranking boosts to evaluate how it performs.

During this time, you may notice:

  • Higher-than-usual organic ranking
  • Faster indexation of keywords
  • Increased impressions

Amazon is essentially testing your listing to decide where you should rank in the long run.

How Long Does the Honeymoon Period Last?

The exact length varies, but typically:
🗓️ Day 0–30 = Primary honeymoon window
🗓️ Day 31–60 = Secondary evaluation period

Some sellers see lingering benefits into day 60–90, but the first 30 days are the most important.

What Amazon Is Measuring During This Time

Amazon uses the honeymoon period to gather data on:
✅ Click-through rate (CTR)
✅ Conversion rate
✅ Customer reviews
✅ Session duration
✅ Keyword relevance

The goal is to determine if your product is worthy of ranking in top spots.

If early performance is poor, your product may be suppressed, buried, or deprioritized long-term.

How to Maximize the Honeymoon Period

1. Optimize Your Listing Before Launch

  • Title, bullets, and backend keywords should be fully SEO’d
  • Use high-quality images and video
  • Add A+ Content if you’re Brand Registered
  • Ensure pricing is competitive

2. Nail Your Keyword Strategy

  • Use tools like Helium 10, Jungle Scout, or Data Dive
  • Prioritize 20–30 high-opportunity keywords
  • Focus on relevance over volume

3. Use a Launch Plan

You need a traffic-driving plan that includes:

  • PPC (exact match and phrase)
  • External traffic (social, email, influencer)
  • Discounts or coupons to encourage conversions

4. Encourage Early Reviews

Use programs like:

  • Vine (if available)
  • Post-purchase follow-up
  • Insert cards

Even 3–5 early reviews can drastically improve conversion rates.

Common Honeymoon Period Mistakes

🚫 Launching with incomplete listings
🚫 Setting price too high initially
🚫 No ads = no data for Amazon to judge
🚫 Ignoring keyword indexing
🚫 Relying only on auto campaigns
🚫 Waiting too long to drive traffic

Can You Relaunch to Get Another Honeymoon Period?

In most cases: ❌ No.

Once a product’s ASIN has been created and traffic has hit it, the honeymoon is considered “used.”

Some sellers try to:

  • Create new ASINs for the same product
  • Use minor variations or new pack sizes

But this is risky and could be against Amazon’s terms.

The best move? Get it right the first time.

Launch Plan Template for the Honeymoon Period

DaysAction
Day 0Listing fully optimized, live, indexed
Day 1–5PPC launch: exact + phrase match ads go live
Day 5–10Add product inserts + email follow-up for reviews
Day 10–20External traffic push: influencers, social ads
Day 20–30Retarget, run promotions, refine keywords

How to Track Performance

Monitor:
📊 Click-through rate
📊 Conversion rate
📊 Sessions
📊 Keyword rankings
📊 Ad spend and ACoS

Use tools like:

  • Amazon Brand Analytics
  • Helium 10 Keyword Tracker
  • Data Dive
  • Seller Central Business Reports

Long-Term Impact of a Strong Honeymoon Period

Listings that crush the honeymoon period often enjoy:
✅ Higher organic rankings
✅ Lower long-term ACoS
✅ Faster BSR improvements
✅ Better conversion rates

Those that flop? They get buried — and it’s hard (and expensive) to recover.

Final Thoughts

The Amazon Honeymoon Period is your single best shot at climbing the ranks and making an impact.

If you don’t:
❌ Launch with intention
❌ Drive early traffic
❌ Monitor and adjust

…you’ll waste the algorithm’s temporary trust.

Don’t blow it.

Need Help With Your Amazon Launch Strategy?

At Marketplace Valet, we help sellers:
✅ Launch with confidence
✅ Maximize honeymoon performance
✅ Drive traffic that converts

Let’s build your next bestseller → justin@marketplacevalet.com
Or visit: marketplacevalet.com

Proven Strategies for Diversified Budget Allocation on Amazon

Introduction

One of the biggest mistakes sellers make on Amazon?

💸 Spending 80–100% of their budget on 1–2 campaigns.

It’s easy to overfund your exact match keywords or ranking campaigns, but without a diversified budget strategy, your results will plateau — or worse, your ACoS will skyrocket.

In this guide, we’ll show you how to:

  • Split your budget across different campaign types
  • Allocate based on your product lifecycle
  • Maximize visibility while controlling costs
  • Set your brand up for long-term growth

Let’s dive into the smart way to structure your Amazon PPC budget.

Why Diversified Budget Allocation Matters

Think of your Amazon PPC budget like an investment portfolio.

You wouldn’t put 100% of your money into one stock — so why would you do it with ads?

Diversifying your spend helps:
✅ Mitigate risk
✅ Increase discoverability
✅ Support each stage of the buyer journey
✅ Lower blended ACoS

The 70/20/10 Rule for Budget Allocation

We recommend this baseline budget framework:

🔹 70% – Core Converting Campaigns

Your proven, profitable campaigns. Usually:

  • Exact match
  • Branded
  • Top performing ASINs

🔸 20% – Growth & Testing

Campaigns you’re testing or scaling. Often:

  • Broad / Phrase match
  • Competitor targeting
  • ASIN targeting

🔸 10% – Exploratory & Discovery

Auto campaigns, product launches, and keyword harvesting.

Budgeting by Campaign Type

Campaign TypeBudget AllocationNotes
Exact Match (Manual)30–40%High ROI, controlled spend
Phrase & Broad Match20–30%Balance between discovery & scale
Auto Campaigns10–15%Use for keyword harvesting
Product Targeting10–15%Boosts visibility on competitor ASINs
Brand Defense10–15%Protect branded terms
Sponsored Brands/Video5–10%Upper-funnel awareness

Budget by Product Lifecycle

Your product’s stage matters. Allocate accordingly:

🚀 Launch Stage

  • 60% for discovery (Broad, Auto, Product Targeting)
  • 30% ranking terms (Exact, high bids)
  • 10% on branded (if applicable)

📈 Growth Stage

  • 40% to Exact & Phrase
  • 30% Broad + Product targeting
  • 20% Sponsored Brands/Video
  • 10% for Auto & brand protection

🏆 Mature Stage

  • 50% to top Exact match terms
  • 20% competitor conquesting
  • 20% Sponsored Brands & DTC
  • 10% brand defense

Diversifying Across Match Types

Match types matter for budgeting too.

  • Exact Match: High intent, high bid — keep it tight
  • Phrase Match: Scalable with control
  • Broad Match: Capped budget, monitor closely
  • Auto: Great for keyword harvesting — but watch ACoS

Use search term reports weekly to shift budget toward terms that perform.

Campaign Prioritization Tips

✅ Don’t overfund new campaigns — let them prove performance
✅ Use performance-based funding — reallocate based on ACoS & ROAS
✅ Cap discovery campaign budgets to avoid wild swings
✅ Never spend more on defense than conquest — unless your brand is at risk

Weekly Budget Optimization Flow

  1. 📊 Review campaign performance
  2. 🧹 Pause or reduce high ACoS, low CTR campaigns
  3. 🔁 Shift budget into best ROAS performers
  4. 🔍 Allocate discovery budget to winners
  5. 🧠 Double down on profitable match types
  6. 💡 Add negatives to stop wasted spend

Common Mistakes in Budget Allocation

🚫 Running all match types in one campaign
🚫 Bidding the same on every keyword
🚫 Never refreshing creative on Sponsored Brand/Video
🚫 Ignoring product targeting as a scaling lever
🚫 Overspending on “branded” search with no competitors

Tools That Help

  • Amazon Budget Report – Track campaign pacing
  • Helium 10 Adtomic – Smart budget reallocation
  • Bulk Sheets – Scale changes across accounts
  • Search Term Reports – Real-time feedback loop
  • Marketplace Valet Dashboard – (if applicable, plug here)

Final Thoughts

A diversified budget strategy isn’t optional — it’s the foundation of scalable PPC.

By splitting spend across:

  • Campaign types
  • Product stages
  • Keyword strategies

…you protect your budget, drive better ROI, and fuel long-term growth.

Need Help Structuring Your Amazon Ad Budget?

At Marketplace Valet, we manage 7- and 8-figure seller accounts with:
✅ Smart budget allocation
✅ Match-type balancing
✅ Full-funnel campaign management

Let’s talk: justin@marketplacevalet.com
Or learn more: marketplacevalet.com