In The PPC Den podcast, Michael Erickson Facchin and Brent Zahradnik from AMZPathfinder discuss how to identify Amazon products that generate sales without ad spend, emphasizing the importance of "traffic sculpting" to optimize advertising efforts. They detail how to use Amazon reports and tools like ChatGPT to compare total sales against ad spend, calculate total ACoS, and pinpoint products ripe for increased advertising. They also address scenarios like product launches, high SKU counts, and seasonality (e.g., meltable items) where zero sales might warrant advertising, and they explore the complexities of attributing ad spend in Sponsored Brands campaigns. They suggest that this analysis should be done monthly or bi-weekly, depending on the size of the product catalog, to identify opportunities for maximizing sales and profitability.
