Doudlah Farms Amazon Performance & Coupon Strategy
Overview
As of mid-October 2025, Doudlah Farms' Amazon account is approaching its ROAS target of 4.0, with margins consistently above 40%. A coupon strategy targeting slow-moving inventory has been a primary driver of recent performance gains, with measurable impact visible in per-ASIN sales velocity data.
This article captures the current performance state, the coupon strategy mechanics, and the inventory management framework being used to govern discount levels.
Key Metrics
| Metric | Current | Target |
|---|---|---|
| ROAS | 3.92 | 4.0 |
| Margin | ~40% (range: 37–41%) | 45% |
The account has never previously reached a ROAS of 4.0; the current trajectory represents a new high-water mark. Reaching a ROAS of 4.0 is expected to push margins closer to the 45% target.
Coupon Strategy
Coupons were introduced in August–September 2025, specifically targeting slow-moving products with excess inventory. The strategy has produced measurable results:
- Navy Beans (5 lb): Monthly inventory reduced by approximately 50% since coupons were applied. Sales for October are on pace to reach ~$1,100, up significantly from prior months. The majority of sales are organic (88 units) with a smaller PPC contribution (6 units), plus 31 coupon redemptions and 19 Subscribe & Save units.
- Cranberry Beans: Inventory months-on-hand accelerated downward.
- Old World Popcorn (Yellow & White): Moving faster but still carrying ~6 months of inventory. Note: these SKUs have elevated refund rates (15–18 per month) due to bag breakage issues — a known packaging problem being tracked separately.
Coupon Discount Tiers (Governing Framework)
Discount levels are tied to months-on-hand inventory:
| Months of Inventory | Coupon Discount |
|---|---|
| > 6 months | 10% |
| > 12 months | 15% |
| > 24 months | Higher tier (TBD per product) |
| ≤ 6 months | Remove or reduce coupon |
Action required: As inventory drops below threshold levels, coupon percentages must be adjusted or removed. Gilbert is responsible for monitoring this on an ongoing basis.
Top-Selling ASINs (Last 30 Days)
Based on Sellerize data, the top performers by sales volume are:
- Yellow Cornmeal
- White Popcorn (5 lb)
- Black Beans (5 lb)
- Old World products (catching up)
Total account sales exceeded $100,000 in the trailing 30-day period.
Inventory Monitoring
Two tools are available for per-ASIN inventory and sales tracking:
- Sellerize: Sales & profit view, per-ASIN breakdown, organic vs. PPC split
- Amazon Seller Central → FBA Inventory → SKU Detail: Provides sales projections, unit economics, pricing data, inbound inventory, and Subscribe & Save enrollment data. Access by clicking the SKU number in the FBA Inventory list.
A weekly per-ASIN trend tracker (organic vs. PPC sales velocity) was discussed as a potential addition to the reporting workflow, though it was noted that Sellerize and Seller Central already cover most of this need.
Open Issues
- Old World bag breakage: Yellow and White Old World SKUs are generating 15–18 refunds/month due to bags breaking in transit. Reviews remain at 4.4 stars (no visible review impact yet), but refunds represent a direct cost. This needs to be raised with Lucy (the client contact) to pursue a refund from the bag manufacturer. ~6 months of inventory remains in FBA, so this is a multi-month problem.
- Coupons expiring end of October: Decision made to renew coupons at the same discount levels for slow-moving products.
Related
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