How to Fix Dropping Sales on Amazon: Explained by an Expert Seller
Sellerise Team, Contributor
3 min read -
Published:đź“ą Watch the full walkthrough below:
Understanding the Core Problem
When sales start to drop or rankings stagnate, many sellers immediately look at ad performance or assume competition increased. But often, the real reason lies deeper in your conversion rate compared to the market.
Knowing whether your product converts better or worse than competitors gives you clarity on two crucial questions:
- Can I realistically rank for this keyword?
- Is it worth spending more on ads for this term?
If your conversion rate (CVR) is below the market average, pushing PPC spend might not help; it could just accelerate losses. But if your CVR surpasses the market’s, that’s a signal that ranking is within reach.
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Step 1: Sort by Your Top-Performing Keywords
Start by sorting your data in SQP Insights by total sales.
This quickly surfaces your high-impact keywords, the ones that drive the most traffic and revenue.
For example, Evan identifies his second most important keyword and examines:
- His conversion rate (3.7%)
- The market’s average conversion rate (4.52%)
At that moment, his product is performing below the market average, meaning it’s unlikely to gain rank efficiently.
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Step 2: Track Conversion Rate Trends Over Time
Looking at data across several weeks reveals how changes in your strategy affect results.
In the video, Evan notices that during the week he ran promotions and deals, his conversion rate finally surpassed the market’s.
That shift had a visible impact:
- His sales share percentage increased (meaning he captured a larger slice of total sales).
- His product earns the #1 Best Seller badge, reinforcing conversion even further.
- He gains the confidence to increase ad spend, knowing it will now fuel profitable ranking growth.
Step 3: Focus on Sales Share, Not Just Revenue
A drop in sales doesn’t always mean you’re underperforming.
For instance:
- Search volume may decrease.
- The entire market might be seasonal.
- Fewer people could be shopping overall.
That’s why tracking “Sales Share %” is more accurate than just looking at revenue.
If your sales share remains stable (e.g., 6.8%) even as total revenue drops, it means you’re still capturing the same slice of the market – the market itself just shrank.
Step 4: Diagnose Whether the Issue Is CTR or CVR
Once you know which keywords are slipping, dig deeper:
- CTR (Click-Through Rate): Low CTR often signals a visibility or appeal problem: weak hero image, unoptimized title, or unconvincing main image test.
- CVR (Conversion Rate): Low CVR suggests issues with pricing, discount competitiveness, or listing quality.
This structured approach helps sellers focus on the right problem, not just guess what’s wrong.
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Step 5: Make Weekly Data Reviews a Habit
Analyzing keyword performance weekly gives sellers an early-warning system.
Evan’s workflow looks like this:
- Sort by total sales to find top-performing keywords.
- Check 4-8 week trends for CTR, CVR, and Sales Share %.
- Diagnose where performance shifts are happening.
- Act on what matters: promos, pricing, or listing optimization.
This method transforms raw numbers into clear, actionable insights, helping you see whether your product is improving, plateauing, or falling behind competitors.
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Step 6: Connect the Dots Between Metrics
When evaluated together, CTR, CVR, and Sales Share tell a complete story:
- CTR shows how effectively your listing attracts attention.
- CVR shows how efficiently it converts interest into sales.
- Sales Share % shows your position in the competitive landscape.
By balancing these metrics, sellers can make smarter, data-backed decisions on where to focus, instead of guessing.
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Conclusion
Improving keyword ranking isn’t about spending more on PPC, it’s about understanding when and why your product deserves visibility.
SQP Insights can be your visibility map for Amazon success.
It tells you:
- Which keywords can realistically rank.
- Where your listing performance beats (or lags behind) the market.
- When it’s safe to scale PPC without wasting budget.
When used weekly, this strategy turns random ad spending into data-driven ranking growth.
About an expert
Evan is an expert Amazon seller and coach helping 6,7, and 8 figure brands grow Amazon.Â
