Launching a product on Amazon only to see minimal sales or underperformance metrics can be frustrating. However, the solution might be simpler than you think. Regularly conducting an Amazon account audit and addressing identified issues can significantly boost your sales and overall performance.
Performing Audits frequently allows you to identify and resolve challenges hindering your brand’s growth on the platform.
Whether you’re a new seller or a seasoned veteran, adhering to a structured Amazon account audit checklist can be incredibly beneficial. To assist you, we’ve created a comprehensive checklist to help you get started.
Table of Contents
- What is an Amazon Account Audit?
- Frequency of Amazon Account Audits
- Self-Audit vs. Third-Party Audit
- Step-by-Step Guide to Conducting an Amazon Account Audit
What is an Amazon Account Audit?
An Amazon account audit is crucial for several reasons:
- Policy Compliance: Ensures adherence to Amazon’s policies, minimizing the risk of suspension or account closure due to violations.
- Performance Enhancement: This service identifies areas for improvement in product listings, pricing strategies, customer feedback, and more, boosting sales performance.
- Cost Optimization: Finds opportunities for cost savings, optimizes inventory management, enhances customer service, and ensures timely fulfillment, contributing to profitability and growth.
Regular audits help you stay ahead of the competition, maximize sales, and maintain a healthy FBA business.
Frequency of Amazon Account Audits
The frequency of your audits should depend on factors such as sales volume, ad spending, and conversion rates. For instance, if your sales volume fluctuates significantly or you notice low conversions and high ad spending, it’s time for an audit.
We recommend conducting a thorough audit every six months and an advertising audit every two to three months. Consistency is critical, so use the same template for each Audit to quickly compare data and identify issues.
Self-Audit vs. Third-Party Audit
Self-audits involve you or your internal team conducting the Audit, which can be cost-effective but may lead to bias and errors. Third-party audits conducted by specialized firms offer expert analysis and tools for a comprehensive evaluation.
A self-audit is a practical start for new sellers with limited budgets. However, a third-party audit can provide the depth and objectivity needed for efficient operations as you scale.
Step-by-Step Guide to Conducting an Amazon Account Audit
Here’s a detailed breakdown of each audit step, ensuring you cover all essential aspects of your Amazon account:
1- Setup Audit
- Verify Business Information: Ensure all business, personal, and billing information is correctly entered in your Amazon Seller Central account.
- Product Information: Please ensure that all product details, including SKU, UPC, and ASIN, are accurate and complete.
- Amazon Store Details: Review your Amazon storefront information to ensure consistency and accuracy.
2- Policy Compliance Audit
- Account Health: Regularly check the Account Health section for policy violations or alerts.
- Compliance Documentation: Ensure all required documentation, such as Children’s Product Certificate (CPC), General Certificate of Conformity (GCC), and test reports, are up-to-date.
- Violation Response: Promptly address compliance violations by submitting necessary documents and appeal letters.
3- Performance Audit
- Key Performance Indicators (KPIs): Identify and track KPIs relevant to different audit sections. Use consistent metrics for comparison over time.
- Advertising Metrics: Focus on ad-related KPIs such as sales, conversions, revenue, wasted ad spend, Return on Advertising Spend (RoAS), and Advertising Cost of Sales (ACoS).
- Sales Performance: Analyze sales performance metrics to identify strengths and areas for improvement.
4- Listing and Product Detail Page Audit
- Retail Readiness: Ensure listings meet Amazon’s retail readiness guidelines, which include high-quality images, clear titles, detailed bullet points, and A+ content.
- CTR & CVR: Monitor click-through rate (CTR) and Conversion Rate (CVR) to gauge listing effectiveness. Address any discrepancies between high CTR and low CVR or vice versa.
- SEO Optimization: Optimize product listings for SEO with relevant keywords, both in titles and descriptions.
5- SEO Strategy Review
- Brand Presence: Evaluate your overall brand presence and ensure products are competitively priced and in stock.
- Keyword Research: Conduct thorough keyword research, including competitor keywords, to enhance listing visibility.
- Product Page Optimization: Implement Amazon SEO best practices in titles, descriptions, images, and A+ content.
- Keyword Index Review: Verify that all relevant keywords are indexed in your listings.
6- Pricing and Competitiveness Analysis
- Market Positioning: To understand market positioning and trends, compare your prices with competitors.
- Consumer Behavior: Study consumer behavior, income levels, and buying habits to set competitive prices.
- Policy Compliance: Ensure your pricing strategies comply with Amazon’s policies to maintain a positive reputation.
7- FBA Audit
- Inventory Practices: Review FBA-related inventory practices, including sourcing, delivery, and warehouse processes.
- Shipping Plan: Examine your FBA shipping plan for errors and compliance with requirements.
- Fulfillment Operations: Look for ways to enhance fulfillment efficiency and customer satisfaction.
8- Customer Service Audit
- Feedback Review: Identify and address recurring customer issues by analyzing feedback.
- Response Time: Ensure prompt replies to customer queries to enhance the buying experience.
- Communication Quality: Maintain professional and helpful communication with customers.
- Dispute Resolution: Evaluate and improve your dispute resolution processes.
- Customer Satisfaction: Track metrics related to customer satisfaction and use feedback to improve products and services.
- Training and Development: Provide customer service training to enhance team skills.
- Customer Service Tools: Utilize tools like eDesk to manage customer interactions efficiently.
- Feedback Mechanisms: Implement strategies to collect and act on customer feedback.
9- Financial Health Audit
- Track Costs and Fees: Monitor all costs, expenses, and fees associated with selling on Amazon.
- Evaluate Financial Performance: Analyze overall sales, expenses, fees, and profits to gauge financial health.
- Review Fee Structures: Understand the impact of various fees and optimize your fee spend.
- Profit Margins: Assess profit margins for different products to identify areas for improvement.
- Financial Risks: Identify and mitigate potential financial risks.
- Financial Tools: Use accounting software like QuickBooks, Xero, or Finaloop to streamline financial audits.
- Professional Assistance: Consider hiring a financial expert or Amazon Account Auditing service for detailed analysis.
10- Security Measures Assessment
- Identify Security Issues: Review and update system security to protect against unauthorized access.
- Data Protection: Ensure compliance with data confidentiality and security standards.
11- Advertising Audit
- Campaign Structure: Organize campaigns for better control and optimization.
- Performance Metrics: Analyze metrics such as CPC, impressions, clicks, ACoS, RoAS, and CTR.
- Ad Targeting: Evaluate and optimize ad group performance and targeting strategies.
- Keyword Analysis: Review and refine keyword targeting, including negative keyword lists.
- Bidding Optimization: Adjust bids to maximize ROI and enhance campaign performance.
- Wasted Ad Spend: Identify and reduce wasted ad spending to improve efficiency.
- Placement Settings: Utilize placement settings to enhance visibility and conversions.
- Campaign Funnel Structure: Implement a structured campaign funnel for effective targeting and optimization.
Final Thoughts
Regular Amazon account audits are vital for maintaining compliance, enhancing performance, optimizing costs, and driving business growth. By following this comprehensive checklist, you can stay competitive and ensure long-term success on the Amazon platform.
Get Started with eMarspro
eMarspro is a team of experienced e-commerce professionals dedicated to empowering Amazon sellers. We offer Amazon seller account management services designed to optimize your product listings, manage advertising campaigns, and drive sustainable growth. With our expertise, you can focus on what you do best while we handle the complexities of Amazon’s marketplace.
Partner with eMarspro to take your Amazon business to the next level. Whether you’re trying to improve your organic ranking, manage your advertising campaigns, or build a strong brand presence, we have the expertise and resources to help you succeed.
Contact us today to learn more about our Amazon consulting services and how we can assist you in achieving your Amazon sales goals. Let eMarspro be your trusted partner in navigating the competitive Amazon marketplace and driving sustainable growth for your business.
