Amazon.in Account Management by an ATES-Trained Professional

What ATES Actually Means

Amazon Training and Enablement for Service Providers — ATES — is Amazon's certification for third-party agents who operate inside seller accounts. It is not a generic marketing course. To qualify, you sit through live modules on the Seller Central interface, advertising console, account-health metrics, brand registry rules, and the Marketplace Web Services (MWS) and SP-API toolset. Amazon evaluates you on the same Service Level Agreements it applies internally.

Practically, this means two things for a seller working with me. First, I know exactly where the levers are inside Seller Central — I do not poke around trying things. Second, I work within Amazon's Acceptable Use Policy (AUP) and Data Protection Policy (DPP) by design, which keeps your seller account safe from the exact violations that get less-trained agencies suspended along with their clients.

ATES training also gives me direct insight into how Amazon's internal escalation paths work, which matters when an account-health issue or listing suppression needs a solid case log and the right Amazon team paged. Generic agencies often lose 10–14 days in appeal ping-pong because they do not know what Amazon actually wants to read. I have a three-part template that survives the first round of review.

What's Included

• Amazon PPC Management Sponsored Products, Sponsored Brands and Sponsored Display — full campaign structure from scratch or rebuild, with weekly search-term harvesting, negative keyword pruning and bid rules tied to target ACoS per ASIN category.
• Listing & Catalog Optimisation Title, bullets, description, backend search terms, A+ Content modules, brand story, image hierarchy, and variation parentage. Built around the actual queries customers use in your category, not placeholder copy.
• Inventory & FBA Planning Weekly velocity and stranded-inventory checks, FBA replenishment calculations, removal-order scheduling on slow-movers, and multi-ASIN shipment plans that stay inside your storage limits and IPI score.
• Account Health & Appeals Policy violations, authenticity complaints, condition complaints, ODR and LSR monitoring. I draft Plans of Action with root cause, corrective action and preventive action sections structured the way Amazon's investigators read them.
• Brand Registry & A+ Content Brand Registry 2.0 application, hijacker takedowns, Transparency and Project Zero enrolment where relevant, plus Premium A+ Content where your brand is eligible.
• Monthly Performance Reports Session & conversion, TACoS vs ACoS split, buy-box win rate, keyword-level spend efficiency, inventory-turn ratio, and TCS reconciliation against your GST ledger — one integrated view.

My PPC Methodology — step by step

PPC on Amazon is not an auction you win by bidding the most. It is a ranking problem solved through deliberate keyword harvesting and tight negative-match discipline. Here is the exact cadence on new accounts:

• Week 1 — Research & structure. Helium 10 and Amazon's own Brand Analytics (if you have Brand Registry) to extract the top 200 queries in your category. I separate these into head, torso and long-tail, then build an auto campaign for harvest, a broad-match campaign for discovery, an exact-match campaign for conversion, and a product-targeting campaign for defence against ASIN hijack bids.
• Week 2 — Seed bids & budget split. Seed bids start at suggested × 0.7 for exact match and suggested × 0.5 for broad, with daily budgets split 40% auto / 35% exact / 20% broad / 5% product-targeting. I watch impression share for the first 72 hours and correct before the spend goes off-target.
• Weekly — Search-term harvest. Every Monday I pull the last 7-day search-term report. Queries with ≥ 2 orders and below-target ACoS get promoted to exact-match. Queries with ≥ 10 clicks, zero orders and above-target ACoS become negative-exact in the origin campaign to stop waste.
• Weekly — Bid adjustments. Keywords performing at half the target ACoS get a 15% bid raise; keywords at 1.5× target ACoS get a 20% cut. I never touch bids more than once a week — Amazon's learning phase punishes daily meddling with inconsistent delivery.
• Monthly — Placement & dayparting. Top-of-search vs product-pages placement adjustments based on conversion rate by placement. For mature campaigns, dayparting bids up during your actual order-time peak (for most India sellers, 8 PM to 11 PM). Small change, meaningful ACoS improvement.

On established accounts I start with a 14-day audit before touching anything. PPC campaigns that look wasteful often have a negative-keyword gap or a broken variation relationship doing the actual damage — I fix the structural issue before I reach for bid changes.

Listing Optimisation — what I actually change

• Title. Lead with the primary keyword customers actually search for, not your brand. Brand goes in the last 25% of the title on Amazon.in unless your brand is a known category term. I also strip duplicates: Amazon penalises keyword stuffing even when the algorithm used to reward it.
• Bullets. Five bullets, each opening with a capitalised 2–4 word hook followed by the benefit. Common mistakes I fix: all-caps-for-decoration (looks like spam), benefit-free specs (rewritten as "Holds your laptop open flat — no repositioning every five minutes"), and bullets that repeat the title.
• Backend search terms. 250 bytes exactly, no repetition, no punctuation, no brand names of competitors (Amazon will flag this). Indexed terms go here — not in the visible title and bullets — so your listing ranks for plural/synonym variants without looking like spam on the product page.
• Images. Main image must be pure-white background per Amazon's guidelines (1000px+ for zoom). Image 2: feature callouts with arrows. Image 3: size/scale in context. Image 4: what is in the box. Image 5: lifestyle / trust image. Image 6 if eligible: infographic comparison. Image 7: A+ module preview or review highlight. This sequence wins on CTR consistently across categories I have tested.
• A+ Content. Four to five modules, not seven. Comparison chart is the highest-leverage module when you sell multiple variants. Premium A+ if your brand is enrolled and the gain exceeds the effort.

Monthly Client Workflow

• Week 1: Monday — pull last week's search-term reports across campaigns; Tuesday — upload negatives and promote winning terms; Wednesday — listing copy/A+ review for one hero ASIN; Thursday — FBA inventory reorder pulls; Friday — account-health scan.
• Week 2: Deeper listing audits on the next two ASINs; buy-box and pricing scan against competitor ASINs; coupon/deal submissions for upcoming sale events.
• Week 3: Bid and budget review; Sponsored Brand video refresh if engagement has decayed; variation-parentage cleanup on listings with new sizes/colours.
• Week 4: Full month-end report delivered on the 2nd of the following month — revenue, spend, ACoS, TACoS, conversion, inventory health, TCS reconciled against GST, and the three biggest opportunities and three biggest risks to act on.

You get a shared Slack or WhatsApp channel with me and a read-only view of the same dashboard I work from. No monthly-report surprises.

Frequently Asked Questions

How many sellers do you currently manage?

Around fifty active Amazon.in seller accounts at any given time, ranging from single-ASIN brands doing ₹2–3 lakh a month to multi-category sellers running ₹80 lakh+ monthly GMV. I cap new intake each quarter so every client gets the weekly cadence described above.

Do you access my Seller Central with my password?

No. I use Amazon's official User Permissions mechanism — you invite my email as a secondary user with the specific permissions needed (advertising, inventory, catalog, reports). You can revoke access in one click. This is also what Amazon's AUP requires of ATES-trained agents.

Can you recover a suspended seller account?

In most cases, yes — provided the suspension reason is recoverable (policy violation, authenticity complaints, ODR) and not a structural block (identity issues, multi-account violations). Send me the suspension notice and last 90 days of order/inventory data, and I'll give you an honest assessment within 48 hours.

Do you work with private label only, or also resellers?

Both. Strategy differs — private label is listing and brand leverage; reselling is buy-box arbitrage and inventory-turn discipline. I'll tell you on the free call which model your catalogue actually fits best.

Can you handle GST for my Amazon account too?

Yes — I am an enrolled Tax Advocate handling monthly GSTR-1, GSTR-3B, TCS reconciliation, and annual GSTR-9 for many of the Amazon sellers on my roster. Single point of contact for both sides of the business. See the GST Services page for the full scope.