Managing an Amazon Vendor Central account isn’t just about ticking boxes – it’s a chance to uncover hidden growth opportunities and tackle gaps that might be holding your brand back. Done right, an audit can help you stay ahead of the game. That said, even with a solid checklist, it’s easy for vendors to hit common roadblocks that can derail progress.
In this guide, we’ll walk you through the key steps to auditing your Amazon account, highlight mistakes to watch out for, and answer some FAQs to help you get the most out of the process.
Your Amazon product listings are the first thing customers see, making them critical to your success on Amazon. By focusing on clarity, keywords, and compelling content, you can improve visibility and conversions while standing out in a competitive marketplace.
Optimise your product titles with the right keywords. Ensure they’re clear, keyword-rich, and highlight key features to boost visibility and click-through rates. Explore this topic further in "The ultimate guide to optimising product titles for Amazon vendors"
Highlight benefits and unique features in your product descriptions. Use compelling language to show how your product solves problems and stands out from competitors.
Make your bullet points easy to scan. Keep them concise and focus on benefits rather than just listing features.
Include high-quality images in your listings. Ensure they meet Amazon’s guidelines, showcase your product from multiple angles, and include close-ups of key details.
Use enhanced content to elevate your listings. Amazon A+ Content Manager lets you add visuals and storytelling to improve conversion rates and build trust with shoppers.
Amazon advertising can be a powerful tool to drive traffic and sales, but only if managed effectively. This section highlights how to target the right audiences, optimise ad spend, and maximise campaign performance.
Ensure your campaigns are reaching the right audiences. Setting clear objectives and targeting the right customers will maximise engagement with your brand.
Reviewing your ad spend regularly ensures your budget is working efficiently. Collaborate with your Amazon Ads manager (whether in-house or at an external agency) to focus investment where it delivers the highest ROI.
Sponsored Display Ads are an effective tool for brand-building. They help extend your reach across Amazon and beyond, complementing your overall advertising efforts.
Tracking campaign metrics is key to success. Use data from the Amazon Ads console to analyse customer journeys and refine strategies for better performance.
A healthy Amazon account is the foundation of long-term success. Monitoring metrics like OTIF, resolving chargebacks, and maintaining compliance ensure your account stays in good standing and avoids unnecessary disruptions.
Keep your Vendor Scorecard in top shape by monitoring key metrics like OTIF (On-Time, In-Full) and defect rates. Staying on top of these helps you avoid penalties and maintain a strong partnership with Amazon. Explore this topic further in "Mastering Amazon’s Vendor Scorecard: The ultimate guide for CPG brands"
Meeting Amazon’s supply chain requirements is essential. Address Amazon vendor chargebacks promptly to prevent disruptions and ensure a smooth partnership with Amazon.
Addressing negative customer feedback is critical for maintaining trust. Resolving issues flagged in product reviews protects your brand’s reputation and builds customer loyalty.
Ensuring shipments comply with Amazon’s standards helps you avoid delays and penalties. Double-check that all packaging and labelling meet Amazon’s guidelines to keep things running smoothly.
Making data-driven decisions is essential for identifying opportunities and staying ahead of competitors. Learn how to use Amazon’s analytics tools to uncover trends, address underperforming SKUs, and benchmark your performance.
Reviewing customer insights is crucial. Use Brand Analytics to identify popular search terms, competitor performance, and buying behaviours that drive better decisions.
Focus on improving underperforming SKUs. Adjust pricing, marketing efforts, or packaging for products with low sell-through rates to boost performance.
Analysing sales trends can reveal opportunities. Tools like Amazon Retail Analytics help track performance and plan effectively for seasonal demand.
Benchmarking your market share offers valuable insights. Leverage Amazon’s data to compare your brand against competitors and uncover growth opportunities.
Amazon’s platform offers endless possibilities for growth, but it takes a strategic approach to make the most of them. Explore how optimising your product assortment, expanding internationally, and refining pricing strategies can drive sustained success.
Optimise your product assortment by collaborating with Amazon. Identify gaps in your portfolio and explore opportunities for exclusive products. Explore this topic further in "Optimising your product assortment on Amazon: A guide for CPG brands"
Consider global expansion as a growth strategy. Work with Amazon’s Vendor Central team to evaluate international opportunities and develop an effective localisation plan.
Keep your pricing strategy competitive by benchmarking against the market. Balance profitability with customer appeal to stay ahead in a dynamic environment.
Smooth operations keep your brand running like clockwork on Amazon. From logistics to returns, this section shows how to streamline processes, reduce chargebacks, and meet Amazon’s high standards.
Meet OTIF requirements by optimising your logistics processes. Consistently align with Amazon’s stringent delivery standards to avoid penalties and maintain reliability.
Minimise chargebacks by regularly reviewing chargeback reports. Address root causes promptly to reduce penalties and protect your bottom line.
Streamline your fulfilment processes by collaborating with your Amazon Vendor Manager. Focus on improving efficiency in demand forecasting and inventory planning.
Monitor key operational metrics such as defect rates, late shipments, and cancellations. Tracking these helps maintain operational excellence and avoid disruptions.
Optimise the returns process by proactively addressing quality or packaging issues. Reducing return rates ensures a positive customer experience and protects your reputation.
Even with the best tools and plans in place, there are a few common pitfalls that can hold your Amazon strategy back. Here’s a quick guide to what you should keep an eye on and how to avoid these missteps.
Overlooking the vendor scorecard: Ignoring metrics like OTIF and defect rates can lead to penalties or strained relationships with Amazon. Stay on top of these numbers to keep your account in good standing.
Failing to manage chargebacks: Not addressing Amazon chargebacks promptly can erode profitability. Review reports regularly, identify root causes, and take quick action to avoid recurring issues.
Neglecting marketing spend efficiency: Without a clear advertising strategy, funds can be wasted on underperforming campaigns. Focus your spend on what works by analysing performance metrics and refining your approach.
Skipping enhanced content: Failing to leverage A+ Content reduces your ability to differentiate your brand and drive conversions. Invest in rich visuals and detailed descriptions to stand out and build trust.
Ignoring data insights: Not using Amazon Retail Analytics means missing opportunities to adapt to market trends or competitor performance. Tap into these insights to make smarter decisions and stay ahead.
When it comes to auditing your Amazon Vendor Central account, you might have questions. Here are some of the most common ones we hear, along with practical answers to keep you on track.
1. How often should I conduct an Amazon audit?
Run a full audit every quarter to stay on top of changing market dynamics and Amazon’s evolving requirements. Regular check-ins help you spot and fix issues before they escalate.
2. What tools can I use to simplify my audit?
Leverage tools like Amazon Retail Analytics, Brand Analytics, and Vendor Scorecards. These are essential for tracking performance and identifying areas where you can improve.
3. Why is A+ content important?
A+ Content makes your product pages more visually appealing and informative. This not only grabs attention but also builds trust with shoppers, leading to higher conversions.
4. How can I reduce chargebacks?
Collaborate with your operations team to ensure shipments meet Amazon’s standards. Review Amazon chargeback reports regularly and address recurring issues to avoid penalties.
5. What should I do if my campaigns aren’t performing?
Work with your Amazon advertising contact to refine your targeting and budget allocation. Regularly check performance metrics to see what’s working and make necessary adjustments.
A thorough Amazon Vendor Central audit isn’t just about ticking boxes—it’s your key to staying compliant, improving performance, and uncovering new growth opportunities. By avoiding common mistakes and using the right tools, you can ensure your brand achieves its full potential on Amazon.
Need a hand optimising your Amazon account? At WAKE Amazon Agency we can help you uncover opportunities and refine your strategy to make sure nothing is overlooked.
👉 Ready to get started? Contact us today.