Amazon Marketing Audit

Amazon Ads Audit Services for SMEs (UK)

Unlock wasted spend, lower ACOS/TACOS, and scale the products that actually make you money.
If you’re an SME selling on Amazon, you already know the platform can be unforgiving: rising CPCs, new competitors every week, and a tangle of Sponsored Products/Brands/Display settings that quickly go stale.

Our Amazon Ads Audit gives you a practical, plain-English diagnosis and a fix-first roadmap so your ad spend creates measurable profit, not noise. We’re based in Lincoln and work with SMEs across the UK.

What you get (deliverables you can act on)

• Executive Summary (plain English): What’s working, what’s broken, and the expected impact on ACOS, TACOS, and revenue.
• Issue Scorecard: Pass / Warn / Fail across every audit category (structure, targeting, bids, placements, creative, retail readiness) with severity and scope.
• Prioritised Action Plan: Effort vs impact matrix with step-by-step fixes, screenshots, and owner assignments.
• Ops-Ready Tasks: Clear requirements + acceptance criteria for whoever implements (in-house, us, or another partner).
• Naming & Taxonomy Guide: Portfolio/campaign/ad group naming conventions to keep future optimisation tidy and trackable.
• Measurement Pack: Dashboard outline (ACOS/TACOS/NTB %, Top-of-Search share, placement splits), UTM/Attribution notes, and weekly optimisation cadence.
• Walkthrough Call (optional): We explain the why behind each fix so your team moves fast with confidence.
• Re-test & Validation (optional): Post-fix review to verify improvements and update the scorecard.

What we examine (deep dive)

1) Account & Campaign Structure

• Segmentation: Sponsored Products vs Sponsored Brands vs Sponsored Display; portfolio use by category/goal/locale.
• Single-ASIN vs multi-ASIN ad groups: isolation for clean signals, especially for hero SKUs.
• Objective mapping: awareness (SB video, Store spotlight), consideration (category/product targeting), conversion (SP exact/phrase).
• Naming hygiene: consistent conventions for quick reporting and A/B clarity.

2) Search Terms, Keywords & Negatives

• Match-type mix: exact/phrase/broad balance; keyword cannibalisation across campaigns.
• Search Term mining: promote converting queries to exact; quarantine poor performers.
• Negatives: keyword and ASIN negatives to stop waste; brand-defence rules to avoid paying for your own name unnecessarily.
• Category coverage: identify intent gaps and long-tail opportunities competitors miss.

3) Bidding Strategy & Budgets

• Bid type: fixed vs dynamic up/down; when to use each.
• Placement modifiers: Top-of-Search/Product Pages multipliers aligned to margin and conversion rate.
• Dayparting & pacing: budget caps, intraday trends, and protection against noon budget run-outs.
• Scaling rules: how and when to raise budgets without resetting learning or spiking ACOS.

4) Targeting Beyond Keywords

• Product/ASIN targeting: competitor conquest and complementary attach tactics; excluding low-fit product pages.
• Category targeting: refined with price, brand, and review filters.
• Audience (Sponsored Display): views remarketing, purchases remarketing, and in-market interest overlays.

5) Creatives, Store & Brand Assets

• Sponsored Brands: headline/message match, lifestyle imagery, and SB Video hooks in the first seconds.
• Storefront: navigation logic, featured collections, shoppable destinations for SB traffic; Store versioning for testing.
• A/B guidelines: creative refresh cadence to beat ad fatigue and seasonality plans.

6) Product & Retail Readiness (conversion multipliers)

• Listing health: titles, bullets, search terms (backend), high-res images, video, and A+ Content.
• Social proof: review count/ratings by SKU; tactics to avoid advertising poorly rated or low-stock products.
• Buy Box eligibility: price competitiveness, shipping speed, and 3P vs 1P considerations.
• Inventory: out-of-stock leakage and how ads should pause/shift accordingly.

7) Placements & Share of Voice

• Top-of-Search share: where you must appear vs where “middle of page” is fine.
• Product Page share: defensive and offensive strategies to control “Sponsored related” slots.
• Category benchmarking: identify CPC/CTR norms and where your edges are.

8) Measurement, Attribution & Profit

• Metrics that matter: ACOS, TACOS (ad spend vs total revenue), NTB% (new-to-brand), Blended ROAS, ASIN-level margin.
• Cohort/halo effects: how ads on one SKU lift brand and cross-sell revenue.
• Reporting rhythm: weekly “keep/kill/iterate”, monthly portfolio realignment, quarterly seasonal resets.

9) Geography & Catalogue Expansion (if applicable)

• Marketplace coverage: UK first, then EU expansion readiness (localisation, compliance, pricing).
• Catalogue strategy: hero SKUs vs long tail; bundles/kits; lifecycle stages (launch, scale, sustain, sunset).

Why an Amazon Ads Audit matters (for SMEs)

• Cut waste fast: stop paying for unqualified clicks and cannibalising branded searches.
• Lower ACOS / healthier TACOS: align bids/placements with real margin and conversion.
• Scale winners confidently: isolate and fund profitable ASINs; pause or fix the rest.
• Protect the Buy Box: don’t drive traffic to listings that can’t convert.
• Board-ready clarity: a single plan that links changes to revenue, not vanity metrics.

Our Amazon audit workflow

1. Access & Discovery – Read access to Amazon Ads Console and Seller/Vendor Central, goals, margins, hero SKUs, and any seasonality/stock constraints.
2. Evidence Gathering – Pull Search Term reports, placement data, ASIN performance, Store analytics, SB video metrics, and SD audience results (last 60–90 days).
3. Findings & Priorities – Scorecard + effort/impact roadmap; proposed test plan and owner assignments.
4. Fix Support – We can implement changes or equip your team with ops-ready tasks and QA checklists.
5. QA & Validation – Confirm tracking, Buy Box, stock safety, and measure the first 2–4 weeks of impact.
6. Retest (optional) – Re-audit, update scorecard, and set a lightweight optimisation cadence.

Common Amazon PPC issues we fix (fast wins + big lifts)

• Paying for your own brand terms with no rules driving up TACOS.
• Broad match sprawl with no negatives draining budget.
• Mixed ASIN ad groups hiding the true hero (and the true laggard).
• Top-of-Search multipliers set blindly = great for ACOS blowouts.
• Sponsored Brands video that looks pretty but never hooks in 3 seconds.
• Advertising Out of Stock (OOS), low-rating, or Buy Box-losing SKUs (conversion killers).
• Store pages that leak traffic (no collections, no clear CTAs).
• No isolation of competitor/product targeting.

What we need from you

• Read access to Amazon Ads Console and Seller/Vendor Central; Brand Registry/Store access if applicable.
• Your commercial goals, margin ranges, target ACOS/TACOS, and priority SKUs.
• Any creative assets (images/video), brand guidelines, and seasonality notes.
• Clarity on who will implement fixes (your team, ours, or hybrid).

FAQs about Amazon Ads Audits

1. Is this an audit only, or can you implement the changes?
   Both. Many SMEs start with the audit, then ask us to implement and manage ongoing optimisation.
2. Will you review Sponsored Display and SB Video too?
   Yes. We cover Sponsored Products, Sponsored Brands (inc. video), and Sponsored Display. DSP can be assessed as an add-on if you’re using it.
3. How quickly will we see results after fixes?
   Fast wins (negatives, placement multipliers, budget pacing, pausing poor ASINs) can move ACOS within 1–3 weeks. Structural and listing fixes compound over 4–8+ weeks.
4. Do you work with Vendor Central and Seller Central?
   Yes. We adapt recommendations to your fulfilment model, pricing control, and Buy Box realities.
5. Can you align with our internal reporting?
   Absolutely. We’ll map to your dashboards or provide a simple ACOS/TACOS + NTB view in parallel.

Why SMEs choose Zaddle

• 18+ years fixing real-world performance marketing for UK SMEs (practical, not theoretical).
• Repair plan you can actually deliver: clear priorities, ops-ready tasks, and QA steps.
• Commercial alignment: we optimise to profit and TACOS, not just ACOS screenshots.
• Flexible engagement: one-off audit, implementation support, or ongoing management.

Ready to unlock the full potential of your Amazon advertising?

Let’s diagnose where your spend is leaking and build a roadmap to profitable growth. Book your Amazon Ads Audit today.