Amazon Marketing

Selling on Amazon India means juggling ads, listings, inventory, and compliance all at once. Most sellers focus on ad spend and miss the bigger picture—organic rank, FBA operations, GST registration, and brand-registry tools that multiply sales. We manage the full loop: keyword strategy, listing copy, Sponsored Products and Brands, inventory health, pricing discipline, and the compliance pieces (GST Section 24, e-invoicing, HSN mapping) so your Amazon account runs like a business, not a side project.

From account audit to weekly optimization, we are focused on one metric that matters: TACoS (total advertising cost of sales). That is ad spend as a percentage of total revenue—not just paid orders. When TACoS falls while revenue grows, your organic rank is winning. That is the goal.

At a Glance

• Who needs it: Any seller on Amazon.in with multiple SKUs, or sellers aiming to scale beyond ₹25–50 lakh annual revenue. Includes brand-owner importers, D2C founders, and 3PL operators managing inventory for multiple vendors.
• Governing law: GST Section 24 (mandatory registration for goods sold via e-commerce); Amazon's Brand Registry terms; Advertising and Marketplace Policy compliance; FBA terms of service.
• Setup timeline: 3–4 weeks: account audit (3–5 days), keyword research (3–5 days), listing rebuild (1–2 weeks), ad launch (1 week), optimization cycle begins.
• Key metrics to track: ACoS (ad cost per sale on ads alone), TACoS (ad cost as % of total revenue), RoAS (revenue per rupee of ad spend), IPI score (FBA inventory health).
• GST requirement: Mandatory for all marketplace sellers under Section 24 of the CGST Act, regardless of ₹40 lakh annual turnover threshold. Registration happens before listing.
• Brand Registry unlock: A+ Content, Premium A+, Brand Store, Sponsored Brands video, brand analytics, and Vine reviews—available only to registered trademark holders or applicants in India.
• FBA vs FBM: FBA gives Prime badge and higher conversion; FBM keeps higher margin and avoids storage fees. The optimal mix is usually 60–70% FBA for top SKUs, 30–40% FBM for the long tail.
• Compliance built-in: HSN code mapping, e-invoicing readiness, category-specific tax and licence handling (FSSAI, BIS, cosmetics), and monthly GST return reconciliation included.

What's New for FY 2026-27

Amazon India and GST compliance rules continue to tighten. Here is what shifts for sellers this fiscal year.

• GST e-invoicing now mandatory: All marketplace sellers must e-invoice; threshold is now ₹5 crore for GST-registered sellers (was ₹1 crore); HSN codes are now auto-validated against your GSTIN. Listings with HSN mismatches risk suspension or returns.
• Amazon portal updates: Seller Central has rolled out improved inventory forecasting; FBA storage fees are now tiered monthly instead of quarterly, with real-time fee calculators; Brand Registry trademark proof can now be filed digitally.
• New ad formats rolling out: Sponsored Display video assets can now include user-generated content (UGC); DSP (demand-side platform) is expanding to non-brand-registered sellers in beta. Sponsored Brands Stores now support dynamic product carousels.
• IPI and long-term storage reform: FBA IPI thresholds remain at 400+; long-term storage fees now accrued monthly instead of semi-annually, giving you faster feedback on slow movers. Removal orders must be placed by day 35 to avoid fees.
• TCS on marketplace fees: TCS (Tax Collected at Source) is now 0.1% on Amazon commission payouts if you are GST-registered; this affects your net margin calculation and monthly GST liability.
• Category-specific compliance tightening: High-risk categories (electronics, appliances, cosmetics, supplements) now require compliance certificates uploaded in Seller Central; violation can lead to automatic delisting until documentation is provided.

Why Full-Stack Amazon Management Wins

• Most agencies do PPC only: They launch ads and hand back a dashboard. Listings stay outdated, organic rank stagnates, inventory bleeds through long-term storage fees, and margins shrink. We run ads, listings, and operations as one system.
• TACoS-first mindset: Instead of optimizing just ACoS (ad cost per sale), we focus on TACoS—how much of your total revenue goes to ads. Winning looks like TACoS falling from 18% to 12% while revenue grows. That means organic rank is rising.
• Brand Registry is your biggest lever: A+ Content alone lifts conversion 5–15%. Premium A+ and Brand Store compound that further. But most sellers never activate these tools. We pull every Brand Registry tool—A+, Brand Store, Sponsored Brands video, Vine, brand analytics—to multiply the effect of paid spend.
• FBA operations bleed money quietly: IPI score drops, long-term storage accrues, units strand. By week 4, you have lost ₹10K–50K+ to fees you did not see coming. We monitor weekly: cover, IPI, stranded SKUs, reorder points—and act before damage.
• Compliance is not an afterthought: GST, e-invoicing, HSN mapping, category licenses—Amazon will suspend you for gaps. We onboard with compliance baked in and reconcile monthly. No surprises on listing suspension or blocked payouts.
• Reporting you can act on: Every Friday, you get SKU-level P&L: revenue, ad spend, ACoS, TACoS, RoAS, contribution margin, and a ranked 5-action priority list. No vanity dashboard—every number points to a decision you need to make.

How It Actually Works

Here is the step-by-step process from day one to monthly operation.

Step 1: Account & Catalogue Audit (3–5 Days)

We log into your Seller Central, audit your account health, check Brand Registry status, pull listing quality scores, review ad account structure, and baseline your inventory (FBA quantity, IPI score, days of cover). We also spot compliance gaps: missing GST registration, HSN codes, category-specific licenses, or e-invoicing readiness. This audit becomes the 'before' snapshot—we will measure progress against it every month.

Step 2: Keyword & Competitor Research (3–5 Days)

Using Helium 10 or DataDive, we build your keyword universe. We map monthly search volumes, identify high-intent queries with low competition, and pull top-10 competitor ASIN teardowns (title, bullets, images, backend terms, pricing, reviews, sponsored campaigns). We create a gap matrix: where are they winning, and where do you have an opportunity. This research informs both listing copy and ad keywords.

Step 3: Listing & Creative Rebuild (1–2 Weeks)

We rewrite your title to lead with primary keyword plus benefit (e.g., 'Stainless Steel Water Bottle 750ml with Time Marker—Leakproof, BPA-Free, Eco-Friendly'). Bullet points are reordered by intent: what does a buyer care about first? Then comes A+ Content (if brand-registered): hero image, feature blocks, comparison charts, lifestyle images. We upload everything and track before/after CTR and conversion rate daily. Backend search terms are also rebuilt—no stuffing, just high-intent keywords Amazon cannot see in front-end copy.

Step 4: Ad Account Restructure & Launch (1 Week)

We build your campaign architecture by SKU and funnel stage: Automatic Campaigns (to harvest new search terms), Manual Keyword campaigns (high-intent terms by product line), Sponsored Brands (brand plus video to own top-of-search real estate), and Sponsored Display (remarketing to previous visitors). Each SKU gets its own campaign set; each campaign gets a daily budget and target ACoS (usually 18–25% depending on margin). Bids are set conservatively at first—we will raise them as data comes in.

Step 5: Inventory & Pricing Discipline (Weeks 1–4)

We map your reorder schedule: how much inventory do you hold, how long does replenishment take, and what is your safety stock? FBA shipments are timed to avoid long-term storage fees (split shipments if needed). Pricing is rule-based: list price equals cost plus margin target (e.g., 40–50% for competitive categories); deals are built into the calendar (Prime Day, Great Indian Festival, Diwali). We also set up a repricer (if margin-sensitive) or flag days when promotions are live.

Step 6: Weekly Optimization & Monthly Strategy Review (Ongoing)

Every Friday you get the P&L report. We harvest high-performing search terms from automatic campaigns and move them to manual (to control bids tighter). Negative keywords are added weekly—if a search term's CTR is high but conversion is low, we block it. Listings are refreshed if a new competitor launches or if our own CVR dips. Monthly, we dive into category strategy: are we losing share to new entrants, and do we need to increase spend or adjust positioning?

Every Friday: SKU-level P&L plus 5-action priority list. No vanity metrics, only decisions you can make.

A Real Example: Water Bottles on Amazon.in

Say you are a water-bottle importer selling on Amazon India. You have 4 SKUs (750ml stainless steel, 1L, insulated, with-strap). Your current state: 3 months in, ₹8 lakh monthly revenue, but ACoS is 22% (costing you ₹50K/month on ads) and TACoS is 28% (too high).

• Baseline metrics: Revenue: ₹8 lakh/month; Ad spend: ₹50K; ACoS: 22%; TACoS: 28%; IPI score: 380 (at risk); Organic rank: outside top 10 for primary keyword; Brand Registry: Not yet registered.
• Our audit findings: Listings are generic ('Water Bottle Stainless Steel Blue 750ml'); missing A+ Content; no Sponsored Brands video; backend search terms are over-stuffed and low-intent; FBA holding 6 months of inventory (long-term storage risk imminent); 2 SKUs are slow-movers (20 units/month).
• Changes we make: Rebuild titles and bullets around benefits (insulation, durability, price-to-size). Add A+ Content (hero shot, feature blocks, lifestyle, comparison chart). Launch Sponsored Brands video (20-second product demo). Move slow SKUs to FBA-off / FBM-only. Tighten ad targeting: cut low-converting search terms. Increase bids on high-intent keywords (e.g., 'insulated water bottle').
• Results (8 weeks in): Revenue grows to ₹9.5 lakh/month; Ad spend steady at ₹50K; ACoS improves to 18%; TACoS drops to 19%; IPI score bounces to 520 (safe). Organic rank for primary keyword: top 5. Slow SKUs now in steady FBM mode (lower volume, no FBA fees).

This is not a guaranteed outcome—every seller's product, competition, and category are different. But this illustrates the compounding effect: when listings, ads, and operations are aligned, TACoS falls faster than ACoS alone would suggest.

Monthly & Annual Compliance Rhythm

After launch, we keep Amazon and GST in sync every month.

• Weekly ad & listing review: Search term harvesting, negative keyword addition, bid adjustments, CVR monitoring. Any listing below 15% CVR is flagged for refresh.
• Bi-weekly inventory & pricing check: FBA stock levels, days of cover, IPI trajectory, long-term storage risk, reorder triggers, and promotion calendar alignment.
• Monthly GST & compliance reconciliation: We pull your GST liability from Seller Central commission payouts, check HSN code accuracy for each SKU, reconcile TCS deductions, and prepare GST monthly return data. Category-specific compliance (FSSAI, BIS, drug-cosmetic permits) is reviewed for renewal or gaps.
• Quarterly category strategy deep-dive: Competitor landscape scan, new SKU opportunity assessment, seasonal planning (Diwali, New Year, summer campaigns), and brand-registry expansion (if unlocked).
• Annual compliance audit: Trademark renewal status (if Brand Registry); GST annual audit reconciliation; FBA long-term storage fee review and removal decisions; and advertising spend efficiency benchmarking against category standards.

Common Mistakes That Kill Amazon TACoS

• Not registering GST before launch: Amazon will suspend your account if you list taxable goods without GST registration. We enforce this from day one. It costs ~₹500 for registration online; it saves you from a 30-day suspension later.
• Optimizing for ACoS instead of TACoS: Sellers cut ad spend to lower ACoS, but organic rank drops and total revenue falls. TACoS stays high because the denominator shrinks. We bias toward TACoS: growing revenue faster than ad spend.
• Ignoring organic rank while chasing ads: Paid traffic is expensive; organic is free. But organic grows only if relevance signals (CTR, CVR, reviews) are strong. Ads alone will not raise rank. Listings must be great first, then ads amplify them.
• Over-investing in FBA for slow-moving SKUs: Long-term storage fees accrue quietly. A SKU doing 20 units/month should be FBM-only; a SKU doing 200 units/month should be FBA. We model fee impact and move SKUs monthly based on velocity.
• Not using Brand Registry tools: A+ Content alone is 5–15% conversion lift for registered brands. Premium A+, Brand Store, and Sponsored Brands video compound that further. Leaving them unused is leaving ₹50K–200K/year on the table.
• Poor inventory planning around festivals: Prime Day, Great Indian Festival, and Diwali are category-dependent gold mines—or cash-burn traps if you stock wrong. We plan inventory 6–8 weeks ahead, forecast demand by SKU, and stage shipments to avoid stockouts or overstock.
• Misaligned pricing and margin targets: Selling at cost (or margin-destroying price) to 'win' rank is a trap. We target 40–50% margin (category-dependent) and use paid ads to win volume, not price-cutting.
• Not monitoring compliance monthly: HSN codes can drift, category licenses expire, e-invoicing reqs change. Missing a compliance deadline often means account suspension or delisted listings, not just a fine. We reconcile monthly.

What You Receive at the End

• Seller Central account fully restructured: listed compliance status, Brand Registry registered (if applicable), ad account live
• Audit report: baseline metrics (IPI, ACoS, TACoS, organic rank, listing quality scores)
• Keyword research document: search volume map, competitor ASIN teardowns, gap matrix, recommended keywords for launch
• Rebuilt listing copy: product title, bullets, backend search terms, A+ Content (if brand-registered), images optimized for mobile
• Ad campaign structure: 4–6 live campaigns, budgets set, bids aligned to ACoS targets, automatic campaigns harvesting keywords
• Inventory & pricing plan: reorder schedule, FBA/FBM split by SKU, pricing rules, deal calendar for festivals
• Compliance checklist: GST registration status, HSN codes assigned, category licenses verified, e-invoicing ready-to-go
• Weekly reporting dashboard: SKU-level P&L (revenue, ad spend, ACoS, TACoS, RoAS, margin), top 5 action items, trend graph (30-day)
• Monthly strategy review: category benchmarking, competitor watch, organic rank trajectory, inventory health scores

How to Get Started

Reply to this email or fill out our intake form with your Seller Central email, top 3–5 SKUs, and current monthly revenue. We will send you a secure onboarding link and a preliminary audit checklist. Once you grant us read-only Seller Central access (no charges can be made on your account by us), we run the account audit within 2–3 days and share the baseline report.

From there, we move into keyword research and listing rebuild—usually 2–3 weeks to launch. You will approve each listing and ad campaign before we go live. Once ads run, we start sending weekly P&L reports and acting on optimization opportunities. There is no contract lock-in; if the fit is not right after month 1, we will part ways cleanly.