Investigating Where You Are Losing Traffic (Vendor & Seller)

Find out how to monitor which ASINs show a drop in traffic, and what the underlying reasons could be. This guide covers both Seller and Vendor accounts.

Before Getting Started

This use case uses the Performance Summary Hub — Seller (Sales & Traffic) together with the Analysing Product Performance (Seller) dashboard. For Vendor accounts, use the Vendor Sales & Traffic Report together with Analysing Product Performance (Vendor). To investigate content-related causes you can also use the Content Score in your Monitoring section.

Step 1 — Check the overall traffic trend

In the Sales & Traffic view of the Performance Summary Hub (Seller) or the Vendor Sales & Traffic Report (Vendor), check how your traffic is developing. You can see directly whether you are losing total traffic as well as advertising traffic. If the overall share is dropping, that is your signal to go deeper.

Step 2 — Go to ASIN level

If traffic drops, use Product Performance to check at ASIN level which ASINs have negative glance views. You can also go to keyword level and check which keywords are affected — always focus on the most relevant ones (best search frequency rank). You can check directly how much money you spend on each keyword.

Step 3 — Diagnose the cause

For the ASINs with a traffic drop, check the other KPIs that can affect traffic:

• Stock

• Ad Spend

• PDP Ad Score

• Sales Rank

• Negative ratings

• Price increase

• Content

• Visibility decrease

Step 4 — Follow the trail

If the content score gets worse, check which content elements you should work on in the content section. If you suspect a search-relevance cause, check the Keyword Analyzer to see whether the relevant keywords are losing relevance in search.

Step 5 — Confirm the cause in Market Insights

To confirm whether increasing competition is behind a visibility drop, jump to the Visibility in Search report in Market Insights. Check whether competition is increasing on specific keywords, and which products are winning in organic and paid search. This tells you whether the traffic loss is driven by your own listing or by competitors gaining ground.