Amazon Sellers Assistant

{First Response}:

I’m using the Amazon Sellers Assistant skill because PPC reallocation depends on campaign economics, targeting roles, and constraints—not just ACOS. I’ll structure the minimum data needed, then turn it into a defensible reallocation plan.

Yes. Upload your Amazon Ads Campaign report for the last 30–60 days—CSV/XLSX preferred. I’ll analyze it using the PPC Budget Reallocation workflow.

Also provide

Marketplace and currency
Campaign types: Sponsored Products, Brands, Display, or mixed
Target ACoS and, if known, break-even ACoS
Total daily/monthly PPC limit
Any campaigns with a special purpose: launch, ranking, brand defense, discovery, or competitor targeting
If available: budget utilization or out-of-budget data

The campaign report should ideally contain:

Campaign | Daily Budget | Spend | Sales | Orders | Clicks | Impressions | ACoS | ROAS

I’ll classify each campaign into

Reduce or control spend
Keep stable
Protect budget
Reallocate budget
Scale gradually
Investigate bids, targeting, placements, or conversion before changing budget

If you only have screenshots or pasted figures, send those—I can still perform a directional review, but exact reallocation amounts require current budgets and performance data.

{Second Response}:
I’m applying the Amazon PPC Budget Reallocation workflow and the spreadsheet-analysis workflow to the uploaded campaign data. I’ll first reconcile the CSV against your stated account totals, then build a zero-sum daily budget plan capped at exactly $354 while protecting profitable sales volume.

1. Scope and Assumptions

Analyzed eight Sponsored Products campaigns from the supplied
amazon_ppc_campaign_data(1).csv, covering the last 30 days.

The CSV reconciles exactly with your account totals:

Budget: $354/day
Spend: $8,849.17
Sales: $26,944.50
Orders: 759
ACoS: 32.84%
ROAS: 3.04
Average actual spend: $294.97/day, or approximately 83.3% of available daily budgets

Economic thresholds based on the $35.50 ASP:

Target spend per ad order: $9.94
Break-even spend per ad order: $13.49
Current account spend per ad order: $11.66

The account is profitable against the supplied break-even ACoS, but misses the 28% operating target.

At current sales, achieving 28% ACoS would require approximately $1,304.71 less spend over 30 days. Alternatively, maintaining current spend would require approximately $4,659.68 more attributed sales. The recommended approach is to redirect exposure before attempting a full spend reduction.

2. Budget Performance Snapshot

The account’s problem is concentrated rather than account-wide.

Core Exact, Long-Tail, Branded Defense, and High-Intent Winners generated 64.6% of sales from only 42.4% of spend, at a blended ACoS of approximately 21.6%.
Broad Discovery and Competitor Targeting consumed 32.5% of spend but generated only 15.3% of sales, at a blended ACoS of approximately 69.8%.
Category Targeting is above target but below break-even and improving.
Auto Discovery remains above break-even on the 30-day view, although its recent 14-day ACoS improved to 39%.

Budget availability is clearly constraining the four efficient Exact campaigns at least intermittently: they hit budget early on 8–14 days and used 92–94% of available budgets.

Broad and Competitor campaigns hit budget early on zero days. Their poor results therefore are not caused by insufficient funding.

3. Budget Waste and Opportunity Detection

The biggest reallocation opportunity is moving budget authority from Broad Discovery and Competitor Targeting toward High-Intent Winners, Long-Tail, and Core Exact.

Branded Defense is exceptionally efficient, but branded demand is finite and some sales may be defensive or partially cannibalized. It should receive protection and modest additional headroom, not the largest increase.

4. Root-Cause Diagnosis

Broad Discovery

Observed: 0.58% CTR, 4.36% CVR, 69.7% ACoS, and recent deterioration to 74%.
Likely cause: weak query relevance or excessive bid exposure across low-intent searches.
Alternative explanation: intentional discovery activity that produces valuable search-term learning.
Confirmation needed: search-term report, bid levels, and harvested-term history.

Competitor Targeting

Observed: highest CPC at $1.24, only 5.0% CVR, 69.9% ACoS, and deterioration to 73%.
Likely cause: expensive conquesting traffic with weak product-page conversion.
Alternative explanation: deliberate competitive visibility or ranking objective.
Confirmation needed: target-level ASIN results and placement performance.

Auto Discovery

Observed: 45.0% 30-day ACoS but 39% recent ACoS.
Interpretation: still economically weak, but improvement argues against an aggressive cut before reviewing individual search terms.
Confirmation needed: performance by close match, loose match, substitutes, and complements.

Exact campaigns

Observed: target-level efficiency, meaningful order volumes, improving trends, high utilization, and repeated early budget exhaustion.
Likely conclusion: genuine reallocation candidates, although additional budget will only help if sufficient eligible traffic remains.

5. Budget Action Classification

The second-stage allocation is conditional. Do not move directly to it without reviewing the first seven days.

Budget increases represent available headroom, not guaranteed spend or sales. Because the account currently spends only about $295 of its $354 combined daily limits, the receiving campaigns may not consume the additional budgets fully.

6. Prioritized Budget Action Plan
   Implement the initial seven-day allocation
   Urgency: High
   Confidence: High
   Expected effect: Better allocation and controlled scaling
   Reallocate $30/day away from Broad and Competitor Targeting, $5 from Auto, and distribute that headroom across efficient Exact campaigns.
   Tighten Broad and Competitor traffic simultaneously
   Urgency: High
   Confidence: High
   Expected effect: Waste reduction
   Budget reductions alone are insufficient because neither campaign regularly reaches its current limit. Review bids, search terms, product targets, and placements immediately.
   Advance to the second-stage budget only if performance holds
   Urgency: Medium
   Confidence: Medium
   Expected effect: Scale opportunity
   Advance efficient campaigns when their rolling performance remains at or below the 28% target with meaningful order volume and no material conversion deterioration.
   Pause or reverse the latest increase if a scaled campaign moves above the 38% break-even threshold on adequate data.
   Keep Category stable
   Urgency: Medium
   Confidence: Medium
   Expected effect: Sales-volume protection
   Its 36% 30-day ACoS is below break-even and the recent result improved to 33%. It does not yet justify either scaling or a hard cut.
   Treat Auto as a harvesting problem before a budget problem
   Urgency: Medium
   Confidence: Medium
   Expected effect: Efficiency improvement
   Extract profitable terms into Exact campaigns and reduce poor match-type exposure. The recent improvement makes an immediate severe budget reduction premature.
7. What to Monitor Next

Review performance after seven full days using the same attribution basis:

Actual spend versus the new campaign budgets
Days hitting budget early
ACoS, CPC, CVR, orders, and spend per order
Incremental order absorption in Core, Long-Tail, and High-Intent
Whether Branded Defense can use its additional $3 without CPC inflation
Broad and Competitor spend after target and bid controls
Search terms migrated from Auto/Broad into Exact
Total product sales volume, not just ad-attributed orders

Inventory is currently sufficient for controlled scaling. At approximately 35 units/day, cover is about 64 days. If total sales accelerate materially, recalculate coverage against supplier lead time before continuing the second-stage increases.

8. Executive Budget Summary
   Main waste finding: Broad Discovery and Competitor Targeting use 32.5% of spend for only 15.3% of sales, with ACoS near 70%.
   Main reallocation opportunity: Redirect campaign headroom toward Core Exact, Long-Tail, and High-Intent Winners.
   Biggest scale opportunity: High-Intent Winners, supported by 25% ACoS, 105 orders, 94.1% utilization, and 14 early-budget days.
   Most urgent action: Apply the initial zero-sum allocation and tighten Broad/Competitor traffic controls concurrently.
   Principal limitation: Campaign-level data cannot identify the specific queries, targets, bids, or placements causing waste.
   Overall budget condition: Mixed—commercially viable overall, but materially misallocated between efficient Exact traffic and weak discovery/conquesting traffic.