📊 What My Amazon Search Funnel Taught Me About Selling Smarter

Why I’m Sharing This

I’m building DozzlePets in public for one reason: I wish someone had done it for me.

Most early-stage founders don’t talk about their Amazon search data. Especially not the weird, nerdy stuff—click-through rates, purchase funnels, dashboard design. But I think that’s exactly the stuff worth sharing. So today, I’m walking you through my organic search performance on Amazon from May 1–27. The good, the bad, and the bottlenecks.

Because if you’re building a brand and you’re anywhere near a search-driven channel like Amazon, Google Shopping, TikTok Shop, or Etsy, this might help you skip a year of confusion and learn how to actually read what your funnel is trying to say.

Let’s get into it.

What This Report Is (and Isn’t)

This is not a growth hack post.

This is a full-funnel analysis of how organic traffic on Amazon is behaving. Using a few simple reports and some smart interpretation, I was able to:

• Identify where I’m crushing benchmarks

• Pinpoint my exact weak spots

• Make a to-do list a real CMO would respect

Here’s what I found.

1. Sales Attribution: Where Are Sales Coming From?

🧠 Takeaway: Roughly 1 in 3 sales are coming from paid ads, which is a strong and sustainable split for an early-stage brand. It means I’m not over-reliant on ads to generate traction—but I’m also not leaving all the heavy lifting to organic.

In other words, my product is winning in both arenas. But not equally.

2. The Organic Funnel Breakdown (May 1–27)

Here’s how I interpreted this data.

3. What’s Working: Conversion Metrics

The back half of the funnel is elite. Here’s why:

✅ Add-to-Cart Rate (31.25%)
🔥 Exceptional. Most early-stage brands see 10–20%.
People love what they see once they land.

^{Which is wild because my Amazon content is entirely DIY. It’s also pretty rough around the edges in UGC style which is a hypothesis I have. People like to shop UGC style on social media, so why do we try do hard to make every image on Amazon look uber-professional?}

✅ Purchase Rate / CVR (18.75%)
🔬 Way above most CPG norms (5–10%).
Strong value prop, great reviews, good price point—or all three.

✅ Cart-to-Purchase Rate (60%)
🛒 Strong buying intent.
Little friction or doubt at checkout.

🧠 Takeaway: The PDP is working. Messaging, reviews, imagery—all resonating. Don’t touch this yet. Scale the front end first.

4. What Needs Work: Click-Through Rate (CTR)

📉 CTR: 1.39%
That’s low. 🚨

Typical CTR benchmarks on Amazon are around 2.5%+ for high-intent queries. So I’m underperforming on the attention-grab step.

Why?

• Weak title?

• Thumbnail not competitive?

• Too few reviews?

• Showing up in irrelevant searches?

🧠 Takeaway:
This isn’t a traffic problem. It’s a packaging problem. I need to earn the click first—then let my great PDP do its job.

5. CMO-Level Takeaways

Here’s how a CMO would break this down, looking beyond just raw metrics:

📈 Top-of-Funnel Efficiency

“How well are we pulling attention from the search shelf?”

• CTR at 1.39% = 🚨 Underperforming

Questions they’d ask:

• Are our thumbnails and titles competitive?

• Do we need thumb-stopping creative?

• Are we bidding on the right keywords?

What they’d do:
→ A/B test new titles, thumbnails, pricing bundles
→ Allocate budget to queries with strong CVR

🧪 Mid-Funnel Health

“Once they click, do they believe it’s the solution?”

• ATC (31%) and CVR (19%) = 🟢 Stellar

What that says:
We’re solving a real problem and clearly communicating it.

What they’d do:
→ Protect the PDP
→ Scale cold traffic
→ Launch loyalty/retention campaigns

🔁 Attribution Strategy

“Are we buying traffic we could earn organically?”

• 34% of orders = ad-driven

Smart, but…
Are we ranking organically for the things we also pay to show up for?

What they’d do:
→ Run overlap report between paid keywords and top organic terms
→ Trim inefficient ad spend
→ Double down on organic winners

💥 Category Intelligence

“Are we just winning in our little niche—or in the whole category?”

CVRs are high on long-tail keywords (like turf odor remover), but…

What they’d push:
→ Expand TAM into adjacents (carpet odor, kennels, boarding, patios)
→ Make "foamzyme" the Kleenex of turf pee

Next moves:
→ Segment branded vs non-branded traffic
→ Build educational content, not just ads

📊 Dashboarding for Decisions

“How fast can we see what’s working and scale it?”

A CMO wouldn’t live in a spreadsheet. They’d want:

• 📈 Trendlines (ad vs organic)

• 📉 CTR alerts

• 🚦 Funnel drop-offs

• 🧠 Commentary, not just charts

Next move:
→ Build a recurring dashboard w/ alerts + weekly POV
→ Use it to guide spend, creative, and staffing

Final Thought

If you’re a new founder selling on Amazon (or anywhere search-based), this kind of funnel analysis isn’t optional. It’s your roadmap. It tells you exactly where people are dropping off and why.

Right now, my plan is simple:

• Fix CTR with better packaging

• Keep conversions strong

• Keep learning faster than I spend

Best,

Nick