Inventory Sync & X-Ray Tool Introduction — 2026-04-05

Overview

Internal working session between Mark Hope and Karly Oykhman covering two topics: (1) diagnosing and resolving persistent inventory data inaccuracies for ^[1], and (2) a walkthrough of the new X-Ray AI client management platform for Karly's onboarding.

Attendees: Mark Hope, Karly Oykhman

Inventory Sync Issues

The Problem

Gilbert's inventory spreadsheet (maintained via macro/report import) is producing numbers that conflict with both Seller Central and Sellerize. The most critical discrepancy: 5lb Yellow Cornmeal — Doudlah's top-selling SKU — showed 0 available units in the spreadsheet while Sellerize reported 349 available.

The spreadsheet was creating a false sense of crisis (everything looks on fire) while simultaneously masking real gaps.

Root Cause Analysis

Three distinct failure modes were identified:

1. AWD Blind Spot
Sellerize tracks FBA inventory only. Stock held at Amazon's AWD (Amazon Warehousing & Distribution / Distribution Center) is completely invisible in Sellerize exports. For 5lb Yellow Cornmeal, 972 units were sitting at AWD — not reflected anywhere in the working spreadsheet.

2. In-Transit Lag
FBA shipments are not marked "inbound" by Amazon until they physically arrive at a fulfillment center. With LTL shipping, a carrier may pick up pallets and hold them at a regional hub for 2–3 weeks before delivering to Amazon. During this window, stock is neither available for sale nor visible as inbound — it simply disappears from all tracking views.

"We might think, holy shit, we're out, and there's actually four pallets on the way." — Mark

3. Dual SKU Confusion
Two SKUs exist for 5lb Yellow Cornmeal (one legacy SKU being phased out, one active FBA SKU). Both share the same ASIN. The legacy SKU was excluded from the spreadsheet, hiding ~481 additional available units. Accidental shipments to the legacy SKU have been replenishing it unintentionally.

• Active SKU to use: the one with "FBA" in the SKU name
• Legacy SKU to retire: YCM5LB — do not ship to this SKU

Additional Issue Noted

Red cornmeal units were flagged as "expired/unfulfillable" by Amazon — almost certainly incorrect given the product's age. A dispute needs to be filed.

Proposed Solution

Goal: A single reliable source of truth for all Doudlah inventory that covers FBA, AWD, and in-transit stock.

New Inventory Process

Sellerize export columns of note: SKU, ASIN, available stock, total stock, stranded inventory, avg daily units (30-day and 90-day), units sold, days of supply remaining.

Shipment Log Tab

A new tab in the Doudlah inventory spreadsheet should log every outbound shipment with:
- Pickup/ship date
- Shipment number (Amazon)
- ASINs and quantities per SKU
- Destination (FBA vs. AWD)

This enables reconciliation: when inventory looks low, the log confirms whether a shipment is simply in transit and not yet recognized by Amazon.

Immediate Action

Ship a large batch of 5lb Yellow Cornmeal to FBA to prevent a stockout. Available stock is approximately one month's supply at current velocity (~360 units/month).

Longer-Term Direction

Avoid shipping to AWD going forward (holiday capacity restrictions that forced AWD use are no longer in effect). Begin pushing existing AWD stock to FBA via Amazon's auto-replenishment.

Key Decisions

• Sellerize is the primary inventory source of truth — Gilbert's macro-driven spreadsheet is not reliable and should be replaced or rebuilt around Sellerize exports
• Two manual columns to be added: AWD count and in-transit count
• Shipment log tab to be created in the existing Doudlah spreadsheet
• Legacy YCM5LB SKU — do not ship to it; let it drain to zero
• AWD shipments going forward — avoid unless capacity is again restricted

X-Ray Platform Introduction

Mark demoed the new X-Ray AI client management platform (internal tool, built by Mark). Karly will use it as her primary account management interface going forward.

Key Features

Opportunities Tab
AI-generated, prioritized growth tasks scored 1–100. Three opportunity types:
- Blue Ocean — high search demand, low advertiser competition; flag for immediate campaign testing
- Competitive Blind Spots — competitors rank organically but don't bid; suggests CPC entry points
- Content Voids — poor SERP quality for user queries; content creation opportunities
- Peak Performance — day-of-week and device bid optimization based on conversion data

Tasks can be sent directly to ClickUp with pre-generated subtasks via "Send to ClickUp" button.

Economics Tab
Calculates Customer Lifetime Value (CLTV) vs. Customer Acquisition Cost (CAC). Example shown for ^[2]: $1,800 CAC against $21,000 CLTV = 11.2:1 return, payback in ~3 months. Includes sensitivity analysis (what happens to profit if spend increases to $1k, $1.2k, etc.).

CLTV inputs (set in client settings): monthly retainer value × average retention months × (1 − churn rate).

Other Tabs
- Paid Media — Google Ads spend, conversions, CPA, pacing, quality scores, day-of-week breakdown, industry benchmarks
- Organic — GSC data, domain authority, top queries, content performance
- Conversions — CallRail call data (answered/missed/qualified) + HubSpot form fills with AI-classified intent and urgency scoring
- Site / CRM — HubSpot pipeline, open deals
- Content — WordPress content gaps, top pages, page speed
- Competitors — keyword gap analysis, competitor ad intelligence
- Goals — OKR tracking (configured in settings)
- Ask AI — context-aware AI assistant; questions scoped to whichever tab is active

Integrations: Google Ads, Google Search Console, HubSpot, WordPress, CallRail. Additional integrations being added.

Known Issues (as of this meeting)

• Password reset flow is broken — reset link redirects to login without allowing password entry (auth token processing issue). Mark to fix.
• Some opportunity scores showing anomalous values (e.g., Emerging Trends calculation). Karly to screenshot and send to Mark when spotted.

Action Items

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]