Blue Nectar’s views on Superfuel AI assistant

Meet Sanjeev Gupta, Manager of Amazon for Blue Nectar, a beauty and skincare brand selling on Amazon in multiple countries. The brand started off on Amazon 5 years ago and now sells in multiple channels, loved by customers and owns a high volume of organic searches.

We chatted with Sanjeev about his experience of experimenting with Superfuel, an AI sales analyst that identifies the root cause for Amazon sales fluctuation by analyzing traffic, conversion, competition actions and listings.

What are your goals as an Amazon business leader in the company?

Sanjeev: My personal goals are to increase sales and revenue month by month, improve visibility, maximize ROAS, and win against competitors. I also aim to use Amazon data to make informed decisions.

What is the main challenge for you when it comes to analyzing Amazon sales?

Sanjeev: Amazon isn’t a platform where you can set things up and forget about them, unlike Meta. It requires constant attention due to numerous factors.

Our brand offers 150 products, each with 300-400 targeting settings, and monitoring these is crucial. Identifying the reason for sales drops can be challenging. Sometimes, the issue isn't at the account level, but with specific products, which can be hard to pinpoint. For example, two weeks ago, our overall account was performing well, but certain ASINs were underperforming. Our account manager typically reviews performance on a weekly basis, so they might not catch issues as quickly.

When did you first realize the impact of Superfuel?

Sanjeev: We’ve been using it for the past month. Our founder recommended it after we had tried several other tools which provided information but not actionable insights. For example, we couldn't initially figure out why conversions had dropped—everything seemed fine: the listing, inventory, and reviews.

Later, we discovered the drop was due to search rank declines, low stock at specific locations and buy box problems. One product, for example, went from 7th to 10th in rank. Even though sessions increased, conversions didn’t, and we couldn’t figure out why. Superfuel helped us identify issues like delivery times, search volume, and keyword rank, which were affecting sales. Specifically, for our pigmentation serum, sales were down. Initially, we didn’t expect Superfuel to provide a direct answer, but after logging in, we found the exact reason—issues with the search rank, buy box and low stock at specific lcoations.

With Superfuel, we even identified a small CPC drop from $0.70 to $0.67, which led to a $250 sales loss. We used to think that what happened yesterday would continue today, but it’s not always like that. The market can increase CPC, and you can lose out.

How has Superfuel changed the way you approach Amazon analysis?

Sanjeev: It’s made a significant difference. Previously, 70% of the work was the same, but it took more time. If the account level was fine, we wouldn’t investigate further. Now, Superfuel acts like a guide, showing us exactly what needs to be done. Before, it was all self-planning and analysis, which felt like constant pressure.

For example, if daily sales dropped from $8,000 to $7900, we might have delayed looking into it, planning to review it when making our weekly report. However, now we can take action immediately for the specific ASIN with a problem, without waiting. Instead of spending an entire day analyzing a product, Superfuel pinpoints the issue—whether it’s organic or ad-related—and tells us what to do.

We also get clear insights on organic sales drops, which were harder to track before. We used to think organic sales were beyond our control, but by the time we realized the problem, we had already lost significant ground.

Which Superfuel feature helps you the most?

Sanjeev: The ability to identify the exact reason for conversion issues. Most tools don’t provide a direct answer. Superfuel helps us pinpoint the problem—whether it's a negative review, inventory issues, or a buy box problem. It also helps with ad targeting, showing us when profitable targeting isn’t working or if a competitor’s activity is impacting our campaigns.

Finding the search rank problem is another big benefit. Previously, if we lost a sales rank due to a reduction in cpc by $0.03, we could lose $250 in day’s sales, and it was hard to identify the cause.

What impact has Superfuel had on Blue Nectar?

Sanjeev: We started using Superfuel when our sales began to drop on the 15th of the month. Around 50 out of 150 products experienced sales declines, and overall, our total sales dropped by 10%. Superfuel helped us track individual ASINs, identify key issues with keywords, campaigns, search rank, and the buy box.

Sales were lower than the previous month, and without Superfuel, we would have only grown by 5% month-over-month. Instead, we achieved 10% month-over-month growth by addressing specific problems. Even when there isn’t a significant sales drop, Superfuel helps us identify areas for improvement.

Our ad sales grew by 17-18%, and overall account growth was 10%. TACOS and ROAS improved, and our ACOS dropped from 80% to 50%, greatly enhancing profitability. The goal wasn’t just to reduce ACOS but to increase sales while maintaining ACOS efficiency.

Previously, we could only identify issues 60% of the time, with 40% remaining unknown. Superfuel has helped bridge much of that gap.

What is missing or needs improvement in Superfuel?

Sanjeev: Although we can identify some reasons for the drop in conversions, you should aim to provide complete answers for conversion drop.

Additionally, use Amazon’s own insights to obtain the latest competitors. While you have started with competitors either we provided or you found, the list of competitors is constantly changing. Using the most up-to-date competitor list for analysis will be most helpful. Besides these, I believe most areas are already covered in Superfuel.

Why should other Amazon managers or business leaders consider Superfuel?

Sanjeev: Amazon provides a lot of data—ads, search terms, keywords, placements, and campaign details—but analyzing it all yourself can be overwhelming. Superfuel gives clear guidance on where to focus your efforts. It’s not just about increasing CPC by 5% blindly; now we know exactly what works. Superfuel helps us leverage and execute data more effectively.

Amazon is a competitive marketplace. If a competitor is willing to pay more, Amazon will prioritize them. Superfuel helps us stay ahead of these challenges.