Your Data is Lying to You.

Amazon isn't lying to you.

But it might be misleading you.

Here's what we mean:

During World War II, analysts noticed returning aircraft were covered in bullet holes on the wings.

The obvious solution?

Add armour where the holes were.

Except one statistician pointed out the flaw.

You're only looking at the planes that came back.

The real question was:

Where were the holes on the planes that didn't?

This week on Upside, we unpack why the exact same thing happens to Amazon brands every day.

A keyword is performing well.

Sales spike.

ROAS looks healthy.

The dashboard says everything is working.

But here's what this actually means:

You might be looking at the wrong thing.

Maybe the weather changed.

Maybe a competitor went out of stock.

Maybe a category trend is lifting demand.

Maybe your "winning" campaign still has 80% of the opportunity left untapped.

The data isn't wrong.

It's just incomplete.

And this is where brands get caught out.

They trust the dashboard.

Their competitors use judgment.

In this episode, we break down:

• Why Amazon data only tells part of the story

• The dangerous assumptions hiding behind "good" performance

• How weather, competitors, seasonality, and customer behaviour distort the numbers

• Why the best operators think beyond the dashboard

• The difference between following data and understanding it

One point we keep coming back to:

Everyone has access to the same data.

The edge comes from interpretation.

That's the difference between reacting to numbers and actually understanding what's happening.

If you're making decisions based purely on ROAS, sales spikes, keyword rankings, or dashboard reports...

This episode is worth 15 minutes of your time.

One love,

Ali, Zamir & Leon

Watch the full episode here 👇

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