This week in one line
Sales fell 8% and TACoS rose to 18.2%, mostly because ad spend on one product grew while its conversion fell. Stock is not the problem.
- Sales
- $204.5k
- −8.0%
- TACoS
- 18.2%
- +3.6 pts
- Sessions
- 68,310
- −4.1%
- Buy Box
- 94.3%
- −2.8 pts
- Stock cover
- 43 days
- −2 days
Needs your attention
Air Fryer 4.2L took 61% of the extra ad spend
Its ad conversion fell while cost per click rose 18%.
Next step: review bids before next week's budget is set
Glass Containers, 10 pc lost the Buy Box on 19% of sessions
Down from 2% the week before. Likely cause: a new offer priced below yours.
Next step: check the competing offer and your price
Chef Knife Set, 8 pc has 19 days of cover
At the current sales rate it sells out before the next inbound shipment arrives.
Next step: confirm a reorder this week
The week's biggest change
Why did contribution margin fall last week?
Contribution margin fell 3.7 points, from 26.5% to 22.8%.
Ad spend rose 15% while sales fell 8%. TACoS went from 14.6% to 18.2%.
- Cost per click
- +18%
- Ad conversion rate
- −12%
- Organic sales
- −3%
- Share of extra ad spend on Air Fryer 4.2L
- 61%
Inventory is healthy at 43 days of cover overall, so stock did not limit sales.
Review bids on the Air Fryer 4.2L campaigns before next week's budget is set.
Alerts this week
- Data checkSat 06:10For information
Settlement report for Sep 18 arrived late
Fees for that day are estimated and are replaced automatically when the report lands.
- Buy BoxThu 09:12Needs action
Glass Containers, 10 pc lost the Buy Box on 19% of sessions
Share fell from 98% to 81% in 48 hours. A new offer appeared at a lower price.
- InventoryWed 06:10Watch
Chef Knife Set, 8 pc has 19 days of cover
At the current sales rate it sells out before the next inbound shipment arrives.
- Ad spendMon 07:00Needs action
Air Fryer 4.2L spend is 42% above its 4-week average
Orders from ads did not rise with it, so each ad order cost more.
Top products, last 28 days
| Product | Sales | Margin | vs prior |
|---|---|---|---|
| Pro Blender 1200W | $151,220 | 31.4% | −0.5 pts |
| Air Fryer 4.2L | $117,620 | 16.8% | −6.1 pts |
| Glass Containers, 10 pc | $92,410 | 28.2% | +0.6 pts |
| Electric Kettle 1.7L | $67,210 | 23.5% | −0.6 pts |
| Chef Knife Set, 8 pc | $50,410 | 34.6% | +0.4 pts |
How these numbers are defined
- Sales
- Ordered product sales across US, UK and DE, converted to USD at the week's average rate.
- TACoS
- Total ad spend divided by total sales, ads and organic together.
- Contribution margin
- Sales minus Amazon fees, product costs, ad spend, refunds and promotions, as a share of sales.
- Buy Box
- Share of sessions in which your offer was the featured offer.
- Stock cover
- Days until stock runs out: FBA stock plus inbound units, divided by average daily units sold over the last 28 days.
Every client's definitions are agreed with their team during the pilot and written into the documentation.