Which ASINs should I advertise

In this article, we will show you how to determine which ASIN you should be advertising, why you should advertise them and what could hinder you.

1. Finding ASINs to Advertise

a. Portfolio Analyzer

b. ASIN Focus (soon Product Performance)

2. Obstacles 

 

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1. Finding ASINs to Advertise

There are multiple ways in our tool to identify ASINs that can be advertised effectively. Below are some methods you can use:

a. Portfolio Analyzer

In the Portfolio Analyzer, you can use the Advertising Alarm and Portfolio Groups filters to easily find the ASINs you want to analyze.

The Advertising Alarm feature will show you which ASINs are currently not advertised or not performing well in their campaigns. We suggest focusing on:

• Star Products: These are your best-performing ASINs.
• Quick Buys: ASINs that are frequently purchased.
• Shelf Warmers: These ASINs often have issues with their conversion rates, so we recommend checking and optimizing their content. However, if they are among your top-selling ASINs, they should still be pushed in ads.

b. ASIN Focus (soon Product Performance)

In the ASIN Focus section, you can identify which ASINs are driving the most sales. Here, you'll see metrics such as the Conversion Rate (CR) for paid ads and the ad spend share.

You can also use the Portfolio Groups information in the table to focus on Star Products, Quick Buys, and Shelf Warmers.

• Check the Conversion Rate and Conversion Rate Paid on ASIN Level and push ASINs with overall low Conversion Rate or a decreasing CR Trend

• If the ad sales share is below 5%, push the ASIN if it's one of your top sellers and doesn’t require significant content optimization.

• Make sure the ASIN is not an overall low performer, as these typically need content optimization before driving traffic makes sense.

Additionally, calculate your Break-even ROAS (Return on Ad Spend) at the product level. This helps you determine if it's feasible to advertise certain ASINs, as some may not be cost-effective due to low margins.

By using these features, you can effectively manage your advertising efforts and ensure your ASINs are performing optimally. 

 

2. Obstacles

While identifying ASINs to advertise can be straightforward using our tool, some ASINs may be ineligible for advertising. Here are the three most common reasons:

Bad Reviews

Amazon places a high value on customer feedback. If your product has too few reviews or predominantly negative reviews, it may not be considered trustworthy enough to be promoted through ads.

Low Inventory

Running ads for products that are out of stock or have erratic stock levels is futile and can negatively impact the customer experience. Amazon prefers to promote items that are reliably available to ensure customer satisfaction.

Lost Buy Box

The Buy Box is the coveted spot on a product detail page that allows customers to add items to their cart directly. If your product isn’t winning the Buy Box, it’s not eligible for Sponsored Products ads. Winning the Buy Box is essential for advertising and increasing sales.