wiki/knowledge/amazon-strategy/doudlah-farms-product-performance-analysis.md · 526 words · 2026-04-05
Snapshot of Doodla Farms Amazon performance as reviewed in the [1]. Sales are recovering with a recent high of $4,800/day. Organic rankings are trending positively. Advertising spend and units are flat while TACOS is declining. Profit margin is holding in the 30–40% range.
Top Products (by revenue, prior day)
| Rank |
Product |
| 1 |
Black Beans |
| 2 |
White Doodla Popcorn |
| 3 |
Yellow Old World Popcorn |
| 4 |
Yellow Doodla Popcorn |
| 5–6 |
Yellow Cornmeal (multiple SKUs) |
Product-Level Notes
Yellow Cornmeal
- PPC sales have been declining since December, despite:
- ROAS trending higher
- CPC trending lower
- The dip is likely inventory-driven (stock issues in December), but PPC has not recovered.
- Action: Increase PPC bids to regain sales momentum. The favorable ROAS/CPC ratio supports higher bids without margin risk.
Organic Rye Flour
- Bestseller Rank was improving steadily, then began declining around March 15.
- Inventory is confirmed adequate — this is not an inventory issue.
- Action: Investigate root cause (pricing, competitor activity, listing quality, or keyword drift).
White Old World Popcorn
- Currently out of stock at FBA.
- A ~$2,000 shipment is en route.
- Sales rank is suppressed until inventory arrives.
Pinto Beans (25 lb)
- Low stock — only 6 units en route.
- A new order was sent to Jason.
- Consumer-size pinto beans (~920 units) are adequately stocked.
Blue Haven Cornmeal & Organic Rye Flour
- Both have approximately 11 months of inventory — within the acceptable 6–12 month target range.
Inventory Management Principles
- Target range: 6–12 months of inventory on hand.
- Overstocked products (>12 months): Apply 25% coupons to accelerate sell-through. Current coupon window ends April 22.
- Low-velocity products: Manually set velocity to a minimum of 6 units/month in the inventory planning sheet. This prevents the algorithm from recommending zero replenishment when a product temporarily stops selling.
- Caveat: Monitor these products to avoid inadvertently building excess inventory over time.
Overall Account Health
| Metric |
Status |
| Sales trend |
Recovering ↑ |
| Organic rankings |
Trending positively ↑ |
| Ad units & spend |
Flat → |
| TACOS |
Declining ↓ (positive) |
| Overall ROAS |
Increasing (3.4 → 3.66 week-over-week) |
| Profit margin |
30–40% |
Action Items
- [ ] Increase PPC bids on Yellow Cornmeal to regain sales momentum (@Gilbert Barrongo)
- [ ] Investigate Organic Rye Flour BSR decline since March 15 — rule out pricing and listing issues (@Gilbert Barrongo)
- [ ] Review top 10 products (last 30 days) in Sellerize; check inventory levels, trends, and pricing opportunity (@Gilbert Barrongo)
- [ ] Set minimum velocity to 6 units/month for all low-velocity products in inventory sheet (@Gilbert Barrongo)
- [ ] Monitor low-velocity products after velocity floor is applied to prevent inventory buildup (@Karly Oykhman)