Helium 10 Buzz 3/16/22: Amazon & Walmart Order Delays, PPC Q&A, And Measuring The Success Of A Listing Versus Its Competitors
On March 16 2022 Helium 10’s Buzz briefing warned sellers of Amazon and Walmart fulfillment slowdowns (e.g., a 48‑hour transit increase) and common PPC mistakes, and introduced a benchmarking framework comparing 30‑day metrics such as 5,000 sessions/12% conversion vs competitor 6,200 sessions/14% conversion.
Overview
On March 16 2022 Helium 10 published its weekly “Buzz” briefing, drawing attention to two pressing challenges for Amazon and Walmart sellers: unexpected slowdowns in order fulfillment and common pitfalls in pay‑per‑click (PPC) advertising. The session also delivered a step‑by‑step framework for measuring a listing’s performance against its top rivals. Sellers need to act because delayed shipments can jeopardize the buy‑box, mis‑configured PPC campaigns waste budget, and without a clear benchmark it’s difficult to assess growth or competitive standing.
Key Points
- Fulfillment slowdowns on Amazon and Walmart — Sellers reported processing times that stretched several days beyond normal windows during peak periods.
- Frequent PPC errors — Mistakes such as using the wrong match type, setting budget caps that stop campaigns early, and neglecting negative keywords were highlighted.
- Benchmarking listing performance — Helium 10 unveiled a method to compare conversion rate, traffic share, and review velocity with the three leading competitors.
- Weekly ad‑spend audit recommendation — Participants were urged to review ACoS trends each week and adjust bids dynamically rather than relying on static targets.
- Real‑world recovery story – A guest seller explained how rapid inventory reallocation, guided by Helium 10 tools, helped recoup sales after a sudden fulfillment bottleneck.
How Order Delays and PPC Issues Are Managed
- Locate the bottleneck — Begin by consulting carrier dashboards; for example, a Walmart seller who sees a 48‑hour increase in transit time can verify the delay in the Walmart Shipping Center.
- Add inventory buffers — Once the source is identified, increase safety stock in the affected network; a vendor might transfer an additional 200 units from a secondary warehouse to cover the shortfall.
- Proactively communicate — Update the handling‑time field on the product page and send buyer messages about potential delays; a seller who added a “shipping may take up to 7 days” note reduced order‑cancellation rates by roughly 15 %.
Analysis & Recommendations
Why This Matters
Delayed shipments can cost the buy‑box and raise cancellations (up to 15% reduction after handling‑time notes). Mis‑configured PPC inflates ACoS, while the new competitor‑tracker lets sellers pinpoint gaps—e.g., a 1,200‑session and 2% conversion shortfall—to drive targeted improvements.
Key Takeaways
- Fulfillment delays stretched several days; a Walmart seller saw a 48‑hour transit increase.
- PPC errors include wrong match types, early budget caps, and missing negative keywords.
- Benchmarking example: own product 5,000 sessions/12% conversion vs top rival 6,200 sessions/14% conversion.
- Weekly ad‑spend audit recommended to monitor ACoS trends and adjust bids dynamically.
Recommended Actions
- →In Seller Central or Walmart Dashboard, check carrier dashboards for transit delays and add a 24‑hour buffer to handling time.
- →Run a match‑type audit in Amazon Advertising Console: pause exact‑match keywords with high spend/low conversion and reallocate budget to broader te...
- →Export the last 30 days of sessions, conversion, and sales from Helium 10, pull competitor data via Competitor Tracker, and identify at least one m...
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