20% of your Amazon range is probably funding the other 80%. The top-performing A
By Ant Finch · May 2, 2026 · Curated by George's Blog
20% of your Amazon range is probably funding the other 80%.
The top-performing ASINs carry the weight.
Strong Sales. Good conversion. Healthy Net PPM.
Amazon prioritises them.
The rest of the range sits alongside them, consuming:
Management time.
Fulfilment capacity at Amazon's end.
Promotional budget spread too thinly to move the needle.
Attention that could be focused on what's actually working.
We all know a smaller, more profitable range on Amazon almost always outperforms a broad one managed with the same resources.
But brands don't rationalise their Amazon range.
Delisting feels like failure.
Someone internally owns each sku and rationalisation becomes a political miss.
Because the revenue number looks better with everything listed.
None of those are commercial reasons.
If you stripped your Amazon range back to the ASINs that actually make money what would be left?
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