AMP doesn't organize the review around ACOS, TACOS, or Seller Central menu items. It's organized around the outcomes that actually matter to the business — and to the people who fund, advise, or plan to buy it.
Where traffic is landing, and whether it's actually converting once it arrives.
What's really left after fees, ads, and cost of goods — SKU by SKU, not just the account average.
Whether ad spend is disciplined against real margin, not just chasing top-line growth.
How much capital is tied up in aging stock, and whether replenishment is forecasted or reactive.
Variation coverage, listing quality, and whether the catalog is structured the way the business actually sells.
Whether current pricing and promo activity are protecting margin or quietly eroding it.
Fulfillment method, prep, and process issues that show up as cost before anyone notices why.
Suspension risk, documentation gaps, and issues that could interrupt the business entirely.
Buy Box defensibility, reseller activity, and whether the brand controls its own listings.
Where the business hasn't captured demand yet — new variations, new categories, underused programs.
This isn't a fixed checklist. Every account is different, and the diagnostic follows wherever the data points — these ten are the outcomes we're always ultimately answering to.
What you receive, how long it takes, and what it costs.