Ecoright’s experience with Superfuel AI assistant

Meet Rahul Upadhyay, Head of Marketplaces for Ecoright, a sustainable bags brand launched in 2017 in response to the growing demand for eco-friendly products. Ecoright began on Amazon and later established its own D2C website, focusing on fun and quirky trends that resonate with Gen Z and Millennial women.

Ecoright has sold over 5 million bags, each saving 300 plastic bags. In 2023, the company achieved B Corp certification, recognizing its social and environmental performance.

We spoke to Rahul about his experiences using Superfuel AI assistant.

What are your goals as an Amazon business leader?

Rahul: Our main goal is to meet sales targets while maintaining product quality across our 200 SKUs. Efficient management of performance marketing is crucial, especially as a bootstrapped startup. We also aim to diversify our offerings, exploring new categories like accessories or sustainable jewelry.

What is your main challenge in analyzing Amazon sales?

Rahul: Visibility is essential when starting on a marketplace; being at the top of search results is critical. Generating organic sales and maintaining visibility is a challenge, especially with a diverse product portfolio.

When did you first realize the impact of Superfuel?

Rahul: We often lack detailed data to identify sales drops. Most information is available only weekly or monthly, making it hard to determine if a campaign or SKU is responsible for a decline. We need granular analysis to understand which specific SKUs are underperforming. Superfuel provides that detailed insight, saving us time on manual reporting and allowing us to focus on the right ASINs.

How has Superfuel changed your approach to Amazon analysis?

Rahul: Superfuel offers a summary that highlights what’s working and what’s not, guiding our team. For instance, if we see a dip in our bestsellers during peak traffic months, Superfuel helps in finding what to be done. It also allows us to compare paid and organic conversion rates more effectively.

Which Superfuel feature helps you the most?

Rahul: Traffic data is crucial. If we notice a significant drop in sessions for our bestsellers, Superfuel alerts us, allowing us to assess the cause and adjust our performance marketing spend accordingly.

What impact has Superfuel had on you at Ecoright?

Rahul: September is typically our lowest month, making it a key time for performance analysis. While it's early for us to measure Superfuel's exact business impact, it saves us considerable time, allowing us to focus on more critical tasks.

What improvements does Superfuel need?

Rahul: We would benefit from a timeline comparison feature, as we operate in a seasonal market. Recommendations for strategy adjustments would also be valuable, particularly when deciding between different marketing approaches.

Why should other Amazon managers consider Superfuel?

Rahul: As a manager, data is the most important thing because all decisions are based on it. You can’t track every minute detail as a manager, but if a dashboard can give you insights in less than five minutes, you should use it to ensure no point or metric is missed.