Blue Nectar’s views on Superfuel AI assistant

Meet Sanjeev Gupta, Manager of Amazon for Blue Nectar, a beauty and skincare brand that started selling on Amazon five years ago. Now present in multiple countries, the brand enjoys high customer satisfaction and strong organic search visibility.

We spoke with Sanjeev about his experience using Superfuel, an AI sales analyst that identifies the root causes of Amazon sales fluctuations by analyzing traffic, conversion, competition, and listings.

What are your goals as an Amazon business leader?

Sanjeev: My goals include increasing sales and revenue month by month, improving visibility, maximizing ROAS, and using Amazon data for informed decision-making.

What challenges do you face when analyzing Amazon sales?

Sanjeev: Amazon requires constant attention due to many factors, unlike other platforms. With 150 products in our portfolio, each having 300-400 targetings, monitoring is crucial. Issues can arise at the product level, making it hard to pinpoint sales drops. For example, even when our overall account is performing well, specific ASINs may underperform.

When did you realize the impact of Superfuel?

Sanjeev: We started using it a month ago, recommended by our founder after trying other tools that lacked actionable insights. Initially, we couldn’t determine why conversions dropped, even when everything seemed fine. Superfuel helped us identify issues like search rank declines and low stock at specific locations, revealing problems we wouldn’t have caught otherwise.

How has Superfuel changed your analysis approach?

Sanjeev: It has significantly streamlined our process. Previously, we often waited to investigate sales drops until our weekly reports. Now, Superfuel helps us act immediately on specific ASIN issues, saving time and reducing pressure. It provides insights into organic sales drops, which we previously thought were beyond our control.

Which Superfuel feature is most helpful?

Sanjeev: The ability to pinpoint the exact reasons for conversion issues is very valuable. Superfuel identifies problems like negative reviews or inventory issues, and highlights when profitable targeting is failing.

What impact has Superfuel had on Blue Nectar?

Sanjeev: After implementing Superfuel during a sales decline, we identified key issues and improved our month-over-month growth from an expected 5% to 10%. Ad sales grew by 17-18%, and our overall account growth was 10%. Additionally, our ACOS dropped from 80% to 50%, significantly enhancing profitability.

What improvements do you suggest for Superfuel?

Sanjeev: While Superfuel effectively identifies many conversion drop reasons, complete answers for every issue would be ideal. Additionally, using Amazon’s insights for the most up-to-date competitor analysis would enhance functionality.

Why should other Amazon managers consider Superfuel?

Sanjeev: Analyzing Amazon's vast data can be overwhelming. Superfuel provides clear guidance on where to focus efforts, allowing us to leverage data more effectively. In a competitive marketplace, staying ahead of competitors is crucial, and Superfuel helps us navigate these challenges.