Sample report. A fictional live product with sample answers – your report will look like this.
Amazon product diagnosis
Silicone Stretch Lids, 12-pack (sample)
Amazon.com · Improving a live product
Overall score
Several stages are holding sales back
- 7 of 7 stages checked
- 1 critical · 11 major · 5 minor issues
- 1 blind spot – things you can't manage because you can't see them
Weakest link: stage 5, Advertising & traffic. Sales are a chain – this stage sets the ceiling for the others.
- Market & demand92/100Healthy
- Positioning & offer67/100Needs work · 2 issues
- Listing copy47/100Needs work · 4 issues
- Images & A+ Content33/100Critical · 4 issues
- Advertising & trafficWeakest link33/100Critical · 3 issues
- Conversion & reviews67/100Needs work · 2 issues
- Profit & inventory67/100Needs work · 2 issues
Fix first
The three most important issues, each from a different stage where possible. Start here.
- CriticalStage 5 · Advertising & traffic
Your ACoS is above break-even.
What it means. Every sale from ads currently loses money. That can be a deliberate launch investment – but only with a plan and an end date.
What to do. Find which campaigns and search terms push ACoS up and fix them first; check whether the price leaves enough margin.
- MajorStage 4 · Images & A+ Content
The secondary images are mostly lifestyle photos.
What it means. Mood helps, but buyers decide on facts: size, fit, what's included, how it compares.
What to do. Replace at least half the slots with images that each answer one specific question.
- MajorStage 2 · Positioning & offer
The product has an advantage, but the listing doesn't show it.
What it means. Shoppers decide from the thumbnail and the first words of the title. An advantage they don't see in a second doesn't exist for them.
What to do. Put the main reason to choose you into the title, the main image and the first bullet.
Treatment plan
The modules that fix what we found, in order of importance.
| # | Module | Fixes | Stage | Needs | Status |
|---|---|---|---|---|---|
| 1 | Advertising Audit | 2 issues Critical | Advertising | Amazon Ads | Planned |
| 2 | Designer Brief & Content | 4 issues Major | Images | No connection | In development |
| 3 | PPC Keywords & Campaign Structure | 1 issue Major | Advertising | No connection | In development |
| 4 | Competitors & Positioning | 1 issue Major | Positioning | No connection | In development |
| 5 | Manufacturer Brief | 1 issue Major | Positioning | No connection | In development |
| 6 | Listing Builder & Optimizer | 4 issues Major | Listing | No connection | In development |
| 7 | Sales Drop Diagnosis | 1 issue Major | Conversion | Seller Central | Planned |
| 8 | Reporting & Unit Economics | 1 issue Major | Profit | Seller Central | Planned |
| 9 | Profit Simulator | 1 issue Major | Profit | No connection | Free version available |
| 10 | Reviews & Returns Analysis | 1 issue Minor | Conversion | No connection | In development |
Most modules are in development. Until they open, the expert review covers the same ground by hand.
Findings by stage
1. Market & demand
92/100HealthyNo issues found from the answers.
2. Positioning & offer
67/100Needs workThe product has an advantage, but the listing doesn't show it.
Major- What it means
- Shoppers decide from the thumbnail and the first words of the title. An advantage they don't see in a second doesn't exist for them.
- What to do
- Put the main reason to choose you into the title, the main image and the first bullet.
You know competitors' main complaints, but your product doesn't solve them.
Major- What it means
- This is the cheapest advantage available: buyers have already told the niche what's missing.
- What to do
- Turn the top complaints into requirements for the next production run.
3. Listing copy
47/100Needs workThe keyword list behind the listing is 6–18 months old.
Major- What it means
- Search behavior and competitors change. Terms that bring sales today may be missing from the listing.
- What to do
- Refresh the keyword research and compare it with what the listing covers now.
Bullets only partly answer practical questions.
Major- What it means
- Shoppers who can't find size, fit or what's included either leave or buy and return.
- What to do
- Answer practical questions first, then benefits. Take the questions from reviews and customer messages.
The title starts with the brand.
Minor- What it means
- Unless shoppers already search for the brand, the first words – the ones they see on a phone – don't say what the product is.
- What to do
- Start with the product type and main search term; keep the brand short or move it later.
Backend search terms repeat words from the visible text.
Minor- What it means
- Repeated words add nothing; the space could cover synonyms, use cases and other spellings.
- What to do
- Fill the backend with relevant terms that aren't in the title or bullets.
4. Images & A+ Content
33/100CriticalThe secondary images are mostly lifestyle photos.
Major- What it means
- Mood helps, but buyers decide on facts: size, fit, what's included, how it compares.
- What to do
- Replace at least half the slots with images that each answer one specific question.
The images haven't been checked on a phone.
Blind spotMajor- What it means
- A large share of Amazon shoppers browse on phones. Text that's unreadable there is invisible to them.
- What to do
- Check every image at phone size; enlarge or cut any text that needs zooming.
The listing has 5–6 images.
Minor- What it means
- Every empty image slot is a missed chance to answer a question before the shopper scrolls away.
- What to do
- Plan the remaining slots around questions the current images don't answer.
A+ Content is mostly brand visuals.
Minor- What it means
- A+ is read by shoppers close to buying – it's the place to settle the last doubts, not only to look good.
- What to do
- Rebuild modules around comparisons, sizes and the main objections.
5. Advertising & traffic
33/100CriticalYour ACoS is above break-even.
Critical- What it means
- Every sale from ads currently loses money. That can be a deliberate launch investment – but only with a plan and an end date.
- What to do
- Find which campaigns and search terms push ACoS up and fix them first; check whether the price leaves enough margin.
Work it out now with the free break-even calculator →
Campaigns mix automatic and a few manual targets without a clear structure.
Major- What it means
- When strong and weak search terms share a budget, the weak ones spend it, and bids can't be managed by intent.
- What to do
- Split campaigns by match type and intent; move proven search terms to exact match.
TACoS has been rising.
Major- What it means
- Sales are increasingly bought with ads rather than earned organically – margin shrinks even if revenue grows.
- What to do
- Check whether organic rank on the main terms is slipping, and where spend grew without new sales.
6. Conversion & reviews
67/100Needs workConversion is below similar products.
Major- What it means
- Traffic reaches the page, but the page doesn't persuade. More ad spend makes this more expensive, not better.
- What to do
- Compare price, images, rating and the first bullets with the leaders – that's where shoppers decide.
Negative reviews are read, but not analyzed.
Minor- What it means
- Single reviews are anecdotes; themes show what most buyers struggle with.
- What to do
- Group reviews and return reasons into themes and rank them by how often they come up.
7. Profit & inventory
67/100Needs workNet profit per unit is known only roughly.
Major- What it means
- Small errors in fees, returns or ad cost can turn a 'profitable' product into a loss-maker – especially when scaling.
- What to do
- Calculate profit per unit monthly from actual fees, ads, refunds and cost of goods.
Work it out now with the free break-even calculator →
Net margin after all costs is under 10%.
Major- What it means
- A thin margin leaves no room for a price war, a fee change or a bad month in advertising.
- What to do
- Model price, cost and ad scenarios to see where margin can be won back.
Work it out now with the free break-even calculator →
How this report was made
The diagnosis is based on the seller's answers, not on Amazon account data. Each answer gives 0–3 points using rules of thumb from Amazon agency work; a stage with a critical issue is marked critical whatever its score. Thresholds such as margin or rating levels are general guides – your category may differ. It doesn't guarantee results, but it shows where to look first.
Your product will have its own weakest link. The diagnosis takes about 10 minutes and is free.