What should you check first when sales move suddenly?
First verify that the reporting period, time zone, marketplace, order status, and data refresh are comparable. A partial day or delayed report can create an apparent drop that does not exist operationally.
Follow the sales equation
- Availability: was the product purchasable with the expected delivery promise?
- Traffic: did impressions, sessions, placement, or ad delivery change?
- Conversion: did price, content, rating, competition, or shopper mix change?
- Order value: did quantity, pack mix, discount, or variation mix move?
- Net result: did cancellations, refunds, or returns alter reported sales?
Build a dated event timeline
Add catalog edits, campaign changes, promotions, inventory movement, supplier issues, competitor actions, holidays, and external events. The timeline helps separate a likely driver from a coincidence.
Respond in proportion to the evidence
Correct a clear operational break immediately, but avoid broad price or advertising changes when the cause is uncertain. Monitor a defined period, test one lever, and preserve a control where practical.