Free Resource
The 50-Point Amazon Account Audit. Find What's Costing You.
This is the exact checklist SellTru uses when we audit Amazon accounts for brands doing $1M to $20M. Work through it yourself in under an hour. Every item you find is money left on the table.
- Account health and listing suppression checks
- Listing optimization scoring across title, bullets, and backend
- PPC campaign structure and efficiency audit
- FBA inventory health and stranded listing review
- Brand protection and competitive positioning assessment
Want Us to Run the Audit For You?
Use the checklist yourself — or let SellTru do it. A free professional audit takes about 48 hours and covers everything below, plus competitive analysis.
50-Point Checklist
Your Amazon Account Audit
Click each item to mark it complete. High priority items are flagged in red — fix those first.
Account Health & Compliance
10 items
Account Health Dashboard shows green across all metrics
Go to Performance → Account Health. Order Defect Rate <1%, Pre-Fulfillment Cancel Rate <2.5%, Late Shipment Rate <4%.
No open policy violations or performance notifications
Check your notification center and Performance Notifications. Unresolved violations suppress listings silently.
No intellectual property complaints on any ASINs
Check Account Health → Intellectual Property Violations. Even a single unresolved claim can trigger account review.
Brand Registry is enrolled and active
Brand Registry unlocks A+ Content, Brand Store, Transparency, and the ability to remove unauthorized sellers.
No listings in "Stranded Inventory" status
Inventory → Manage Inventory → Stranded Inventory. These products are in FBA warehouses but are unsellable.
No active listing suppression on top ASINs
Manage Inventory → filter by Inactive. Suppressed listings have zero visibility to shoppers.
Two-factor authentication enabled on all account users
Account compromise is more common than most brands expect. 2FA is the minimum baseline security.
All authorized third-party tools have minimum necessary permissions
Audit what apps are connected via API. Remove any you no longer use. Overpermissioned connections are a risk.
Payment information and tax settings are current
Outdated payment methods or tax information can pause disbursements without warning.
No unauthorized sellers on primary ASINs
Check your listing as a customer. Look for "Other Sellers on Amazon" with offers you don't recognize.
Listing Optimization
12 items
Primary keyword appears in the first 80 characters of every top ASIN title
Amazon truncates titles in search results. Keywords at the front of the title carry more algorithmic weight.
All 5 bullet points are used on every active listing
Unused bullet points are wasted keyword real estate and missed conversion opportunities.
Backend search terms field filled to capacity (250 bytes)
Most sellers leave this half-empty. No commas needed — space-separate your terms and fill the field.
Subject Matter, Intended Use, Target Audience, and Other Attributes fields populated
These secondary keyword fields are often empty. Amazon indexes them — fill them with relevant search terms.
A+ Content is published on all Brand Registered ASINs
Amazon reports up to 10% conversion lift with A+ Content. If you have Brand Registry and no A+, you're leaving money on the table.
Main image: white background, product fills 85%+ of frame, no text or props
The main image is what shoppers see in search results. It determines click-through rate more than anything else on the listing.
Minimum 6 images per ASIN, including at least one lifestyle image
Lifestyle images improve purchase confidence. Brands with 6+ images consistently outperform those with 2-3.
Conversion rate is above 10% for top ASINs
Check Business Reports → Detail Page Sales. Below 8% warrants a listing review before scaling ad spend.
All product variations properly parent-child linked
Broken variation structures split reviews and sales velocity across separate ASINs, weakening each one's rank.
Top-ranked keywords appear in title, bullets, and backend (without duplication)
Keywords in multiple fields reinforce relevance signals. But don't repeat the same term in all three — that wastes space.
No keyword stuffing in titles (reads naturally to a human)
Amazon's algorithm penalizes readability issues. "Best Protein Powder Chocolate Vanilla Whey Isolate Muscle Gain Recovery" is not a title.
Product descriptions or A+ modules address the top customer objections
Read your 3-star reviews. What's the most common complaint? Address it proactively in the listing copy.
Advertising & PPC
11 items
ACOS is at or below target (calculate: Gross Margin % − Desired Net Profit %)
Don't chase an arbitrary "under 20%" ACOS. Calculate your actual target ACOS based on your margins first.
Search Term Reports reviewed weekly and irrelevant terms added as negatives
This single action has more impact on ACOS than any other weekly task. Most brands do it monthly at best.
Campaigns are separated by match type (exact, phrase, broad, auto)
Mixing match types in one campaign makes it impossible to bid correctly on each. Separate them.
Top-converting keywords are isolated in their own exact match campaigns
High-value keywords deserve dedicated budget and fine-tuned bids. Burying them in broad campaigns wastes money.
No campaigns are hitting daily budget cap before end of day
Check Advertising → Campaign Manager for "Budget" status indicators. Capped campaigns lose afternoon and evening traffic.
Brand keywords have dedicated Sponsored Brand campaigns
If competitors are bidding on your brand name, you must defend those placements or lose Brand-aware buyers to them.
Placement multipliers are set based on actual placement performance data
Top of Search and Product Pages often convert very differently. Check placement data and adjust multipliers accordingly.
Auto campaigns have negative keywords blocking branded and irrelevant terms
Auto campaigns without negatives are budget leaks. They will spend on your brand name, competitor terms, and unrelated queries.
High-spend, zero-conversion keywords are paused or bid-reduced
Sort your Search Term Report by spend, descending. Any term spending more than your target CPA with no orders should be addressed.
Sponsored Display retargeting is active for top ASINs
Retargeting shoppers who viewed your product but didn't buy is typically one of the most efficient ad types. Low CPCs, warm audience.
Ad spend is consistent (no unexplained pauses or budget gaps)
Sales velocity signals matter to the Amazon algorithm. Inconsistent ad spend causes rank volatility that's hard to recover from.
FBA & Inventory Health
9 items
Inventory days of supply is 45–90 days for top ASINs
Under 30 days risks stockout. Over 90 days risks long-term storage fees. The sweet spot is 45–90 days on hand.
No units approaching long-term storage fee threshold (365 days)
Amazon charges substantial long-term storage fees for inventory over 365 days. Set up inventory age alerts.
Inbound shipment timeline accounts for FBA processing delays (2–4 weeks)
FBA processing can take 2–4 weeks during peak periods. Brands that plan for 1 week get caught by stockouts regularly.
No unfulfillable inventory in FBA warehouses
FBA Inventory → Manage FBA Inventory → Filter by Unfulfillable. These units can't be sold. Remove or dispose.
IPI (Inventory Performance Index) score above 400
Below 400 triggers FBA storage limits. Monitor this score monthly. It's driven by sell-through rate, stranded inventory, and excess stock.
Reorder points are defined for each top ASIN with supplier lead times factored in
Manual reorder decisions based on gut feel cause stockouts. Set reorder points based on actual daily sales rate plus supplier lead time.
FBA reimbursements are being claimed for lost or damaged inventory
Amazon regularly loses and damages FBA inventory and doesn't always auto-reimburse. Use a reimbursement tool or manual audit to reclaim owed funds.
All FBA shipments are reconciled (no missing units in transit)
Cross-reference your inbound shipments with what Amazon received. Discrepancies of more than a few units should be disputed.
Seasonal inventory is planned and en route at least 60 days ahead
For Q4 or other peak seasons, 60 days minimum lead time is required to account for manufacturing, freight, and FBA intake.
Brand, Reviews & Competitive Position
8 items
Average star rating is 4.0 or above on top ASINs
Below 4 stars significantly reduces conversion rate and ad efficiency. Below 3.5 makes advertising almost unprofitable.
Enrolled in Amazon Vine for new product launches
Vine gets you up to 30 honest reviews from verified reviewers early in a product's life. Critical for launch velocity.
Request a Review is being used for all eligible orders
The "Request a Review" button in Seller Central (or automated via a tool) is Amazon-compliant and improves review velocity.
Brand Store is live, up to date, and linked to Sponsored Brand campaigns
A live Brand Store improves Sponsored Brand campaign performance and gives you a Brand-owned destination on Amazon.
Top 3 competitor ASINs are monitored weekly for pricing and listing changes
A competitor dropping price by 20% will take the Buy Box and shift algorithm favor. Know when it happens before your numbers tell you.
You are winning the Buy Box on all your primary ASINs
Check as a customer, not as a seller. Even small pricing or fulfillment disadvantages can cost you Buy Box share.
Negative reviews from the past 90 days have been reviewed for product or listing improvement opportunities
Negative reviews are free product research. The most common complaints point directly to your highest-leverage improvement opportunities.
Posts (Amazon Posts) are active if in an eligible category
Amazon Posts is a free organic content channel that appears on competitor listings and in brand feeds. Most brands aren't using it.
Done With the Checklist?
Found Some Issues? We Can Fix Them.
If this checklist surfaced problems you don't have time to tackle — or you want a professional second opinion — our free audit covers all of this plus a competitive analysis and a specific action plan.