SAMPLE REPORT · every figure on this page is illustrative, not a real brand’s data · back to Reports
Needs attention now
Fluoride-free Toothpaste · Charcoal is flagged by Amazon and sold nothing this week. It was making $4,100 a week.
A listing nobody can buy earns nothing for as long as it stays down.
Synthesis · Amazon Expert Report
Sample Brand · Week Aug 03 – Aug 09, 2026
Revenue fell 6.3% to $88,850, and most of the drop is one listing Amazon took down.
The week came in at $88,850, down 6.3% on last week and 3.4% below the four-week average, while still running 21.4% ahead of the same week last year. The fall is narrow. The charcoal toothpaste sold nothing after selling $4,100 the week before, because Amazon suppressed the listing over its main image; that one product is more than two-thirds of the shortfall. The whitening pen slipped from $9,800 to $6,300 and the strips from $31,900 to $28,400, while the core toothpaste rose from $37,800 to $41,250. Fix the image today, reorder the strips this week, and look at the pen's product page before spending more on it.
1 · Revenue
Aug 03 – Aug 09, 2026
$88,850 across 4,840 orders and 5,040 units, an $18.36 average order: down 6.3% on the week, 3.4% under the four-week average and 21.4% over the same week last year. The core toothpaste is 46.4% of the week, which is the standing concentration risk. Cancellations ran 12.7% against 12.8% the week before. Conversion slipped from 12.65% to 12.00%, and the split below shows it was the products, not the traffic mix: the pen's own rate fell from 12.5% to 8.8%. July kept 49.1% of settled revenue after product cost and Amazon's fees, with whitening the richer range at 53.6%.
Net revenue
$88,850
-6.3%
vs 4-wk avg
$92,000
-3.4%
Units
5,040
Orders
4,840
AOV
$18.36
Cancellation rate this week: 12.7% (615 orders) vs 12.8% prior week
Weekly net revenue, last 14 closed weeks (order-basis; report week in terracotta; dashed line = the same weeks last year). The scale fits typical weeks — event spikes clip with a break mark and print their true value.
New customers
3,110
-0.6%
New, share of buyers
71.0%
+0.0%
Repeat customers
1,270
-0.8%
Revenue from repeat
$25,823
-13.4%
Revenue from new
$50,588
-13.3%
Traffic
Conversion rate
How many people Amazon sent you each week, and how many of them bought. Which of those two moved the conversion rate is measured below rather than guessed at.
Why the conversion rate moved
12.65% to 12.00% (−0.65 points), across 4 products with traffic in both weeks — 95% of the week's visits. The bigger cause was the products themselves.
What moved it
Effect on the rate
The products themselves — each one's own rate
−0.69 points
Where the traffic went — the mix between them
+0.04 points
Product
Its own rate
Share of traffic
From its rate
From its share
Whitening Pen · Travel size
12.5% → 8.8%
13.0% → 11.4%
−0.46 pts
+0.03 pts
Whitening Strips · 28 treatments
12.5% → 10.9%
22.8% → 22.1%
−0.37 pts
+0.00 pts
Electric Toothbrush Heads · 4-pack
11.9% → 12.5%
15.8% → 16.4%
+0.09 pts
−0.00 pts
The two add to the whole move exactly — this is arithmetic on the weekly numbers, not an estimate. These rates are this group's, not the whole brand's: the other 5% of visits went to products that had traffic in only one of the two weeks, which cannot be split this way, so this move can differ from the conversion figure above. Comparing the two most recent complete weeks (2026-07-27 and 2026-08-03), because a short week moves the mix on its own.
Revenue contribution this week, top products.
Product
ASIN
Revenue
WoW
Units
Share
Whitening Toothpaste · Mint · 2-pack
B0SAMPLE01
$41,250
+9.1%
2,750
46.4%
Whitening Strips · 28 treatments
B0SAMPLE02
$28,400
-11.0%
1,010
32.0%
Electric Toothbrush Heads · 4-pack
B0SAMPLE03
$12,900
+15.2%
860
14.5%
Whitening Pen · Travel size
B0SAMPLE04
$6,300
-35.7%
420
7.1%
Fluoride-free Toothpaste · Charcoal
B0SAMPLE05
$0
-100.0%
0
0.0%
What each product keeps before advertising — 2026-07, the last settled month
Product
Sales, before discounts
Discounts and refunds
What it cost to make
Amazon's fees and charges
Kept before ads
Margin
Toothpaste
$166,390
$9,651
$23,755 (14%)
$71,413 (43%)
$61,571
37.0%
Whitening
$149,410
$8,666
$21,028 (14%)
$51,462 (34%)
$68,254
45.7%
Everything else
$43,500
$2,523
$6,815 (16%)
$18,721 (43%)
$15,441
35.5%
All products
$359,300
$20,839
$51,598
$141,596
$145,267
40.4%
What is left after discounts, refunds, the cost of making it and every Amazon fee and charge — your Profit page's own figures for the month. Advertising is NOT subtracted here — the next table does that, and doing it twice would charge the same spend to the same product in two places.
These are your Profit page's figures for the month: sales counted on the day ordered, before discounts. Cost of goods comes from your unit costs on file (entered, else NetSuite).
2 · Listings health
Aug 03 – Aug 09, 2026
Amazon has suppressed the charcoal toothpaste over its main image, on two seller codes. It had 2,300 visits the week before and none this week, and it has made $41,000 in the last 90 days, so every day it stays down costs real money. The fix is a compliant white-background main image. Buy Box held at 96.4%.
1 product(s) flagged by Amazon — 2 feed rows across 2 seller codes (as of 2026-08-09):
Product
ASIN
Status
Reason
Fluoride-free Toothpaste · Charcoal
B0SAMPLE05
Search Suppressed
Missing main image
Fluoride-free Toothpaste · Charcoal
B0SAMPLE05
Search Suppressed
Image background not pure white
Listing status
Count
Active
31
Inactive
6
Buy Box (session-weighted)
Prior week
96.4%
97.1%
ASINs with 90-day sales but ZERO sessions this week (possible suppression/OOS):
Product
ASIN
90d revenue
Sessions prior wk
Fluoride-free Toothpaste · Charcoal
B0SAMPLE05
$41,000
2,300
Product
ASIN
Listing score
Content gaps
Whitening Toothpaste · Mint · 2-pack
B0SAMPLE01
100.0/100
none
Whitening Strips · 28 treatments
B0SAMPLE02
90.0/100
bullet points 15/25
Electric Toothbrush Heads · 4-pack
B0SAMPLE03
93.0/100
description 8/15
Whitening Pen · Travel size
B0SAMPLE04
83.0/100
description 8/15, bullet points 15/25
Fluoride-free Toothpaste · Charcoal
B0SAMPLE05
78.0/100
main image 0/15, description 8/15
3 · Inventory and how long stock lasts
Aug 03 – Aug 09, 2026
The whitening strips have 29 days of stock left at 144 units a day. That is inside a normal reorder lead time, so the order is already late. The whitening pen sits at the other end with 182 days on hand while its sales fall, which is cash tied up in a product that needs fixing before it needs more stock. The charcoal toothpaste shows no sales against 1,200 units on hand, which is the suppression, not a demand problem.
Days of cover (capped at 180 for scale — » marks longer; true value in the label). Reference lines at 30 and 90 days. Status is written on every bar.
Product
On hand
In transit at Amazon
Days of stock left
Status
Whitening Strips · 28 treatments
4,130
100
29d
LOW
Whitening Toothpaste · Mint · 2-pack
26,300
1,800
67d
HEALTHY
Electric Toothbrush Heads · 4-pack
9,450
200
77d
HEALTHY
Whitening Pen · Travel size
10,900
50
182d
EXCESS
Fluoride-free Toothpaste · Charcoal
1,200
0
∞
NO_VELOCITY
In transit at Amazon is stock Amazon is holding but has not sold: units moving between its warehouses or being processed at one. They return to sellable, usually within days, and are NOT counted in "on hand" or in days of stock left. 2,150 units are in that state right now. A further 810 units are reserved against orders already placed — those are leaving and are not counted anywhere here.
4 · Ad spend checkpoint
Aug 03 – Aug 09, 2026
Spend was $14,200, up 4.4%, against $52,800 of sales credited to ads: 26.9% ACoS and 16.0% TACoS. Judged on the same age for both weeks, Sponsored Products sales rose 5.2%, from $32,400 to $34,100, so the account is steady rather than improving. Two things to act on: 'teeth whitening kit' ran at 58.0% ACoS, above its own break-even, and $880 went to three searches that sold nothing, led by 'charcoal toothpaste' for a product that cannot currently be bought. Pause that search until the listing is back.
Ad spend · all ad types
$14,200
+4.4%
Sales from ads · all ad types
$52,800
Ad cost of those sales (ACoS)
26.9%
Ads as % of all revenue (TACoS)
16.0%
Sales from ads is still filling in — Amazon credits sales to an ad for up to 30 days after the click, so this figure will rise. Spend is final.
Like-for-like vs the week before (first 1 day(s) after each click, both weeks)
Last week
Week before
Change
Sales from ads
$34,100
$32,400
+5.2%
Ad cost of those sales (ACoS)
36.5%
36.7%
—
Covers Sponsored Products. Sponsored Brands, Sponsored Display cannot be aged this way and are excluded ($1,750 of spend).
What a new customer cost
Ad spend per new customer
$4.57
New customers
3,110
Typical week
$4.24
All of last week's ad spend divided by the people who placed a first-ever order with you that week. It is a blended number on purpose: some of that spend reached people who had bought before, and some of those new customers arrived with no ad involved. Read it as the ceiling on what advertising paid to add a customer, and read it against the typical week beside it rather than against a target.
Cost to add a customer, week by week. Open markers on a dashed tail are weeks where Amazon is still returning buyer emails: those weeks are missing customers, so the cost reads HIGH and will come down.
Where the ad money went, by product
Spend and the sales it was credited with, one bar pair per parent product.
Product
Spend
Share of spend
Sales from ads
Ad cost of those sales (ACoS)
Orders per 100 clicks
Whitening
$7,240
56.3%
$24,600
29.4%
9.6
Toothpaste
$4,180
32.5%
$17,100
24.4%
12.1
Everything else
$1,430
11.1%
$5,500
26.0%
10.8
Variations are grouped into the parent product, because Amazon credits a click on one variation to whichever one the shopper actually bought — split apart, one twin is charged the cost while the other books the sale. These rows cover $12,850 of the week's $14,200; the remaining $1,350 is Sponsored Brands, which advertises a range rather than one product and reports no product at all.
Each ad type counts sales over a different window — Sponsored Products for 30 days after a click, Sponsored Brands and Sponsored Display for 14. Compare a type against itself over time; a total across all three blends two different meanings of "sales from ads".
Ad type
Spend
Sales from ads
Ad cost of those sales (ACoS)
Orders
Orders from new customers
Sponsored Products
$12,450
$45,200
27.5%
1,700
not reported by Amazon
Sponsored Brands
$1,350
$5,600
24.1%
210
120
Sponsored Display
$400
$2,000
20.0%
70
38
Ad spend by week
What you spent each week. Spend is final the day it happens, so every bar here is exact and directly comparable.
Ad cost of those sales, by week (ACoS)
Every week measured the same way — sales counted in the first day after the click, for all weeks. That is the only way these bars mean the same thing: on the headline 30-day figure the older weeks would look better purely because they have had longer to collect sales.
Where the money went. Top of search normally costs the most per click and converts the best — the question is whether the premium is earned.
Where the ad appeared
Spend
Sales from ads
Ad cost of those sales (ACoS)
Clicks
Orders per 100 clicks
Top of search results
$6,900
$28,400
24.3%
15,800
11.8
On product pages
$3,050
$9,800
31.1%
13,900
6.1
Elsewhere on Amazon
$2,500
$7,000
35.7%
9,100
6.6
Best at turning clicks into orders: top of search results.
People searching your name already know you. People searching the category do not. These are two different businesses and averaging them hides which one is working.
Search type
Spend
Sales from ads
Ad cost of those sales (ACoS)
Orders
Your brand name
$1,850
$14,300
12.9%
610
Everything else
$10,600
$30,900
34.3%
1,090
What each search cost, and how much of it you own
Every search is measured against the margin of the products its own ads sell, printed beside it. Those run from 46% to 55% across your ranges, averaging 49.5%. 2 of 10 searches sat above their own line last week, carrying $2,180 of spend. 1 search has no product mapped and is held to the 49.5% account average.
Your own brand name took 14.9% of ad spend. Those searches are not listed below: people typing your name already know you, so their low ad cost flatters any average it joins.
$2,940 — 23.6% of everything spent on searches — went to 412 searches that produced no order at all, out of 1,186 searches you paid for. $880 of that sits on 3 searches with enough clicks to be evidence and not already on your negative list — that is the part you can act on this week; the rest is a long tail of single clicks that no single decision fixes.
The non-branded searches that took the most money AND produced orders, with what each cost as a share of the sales it made and how many orders that was. ✕ marks a search above break-even — it lost money on the sale it produced.
Searches that sold something
Search term
Spend
Orders
Sales from ads
Ad cost (ACoS)
Profit after ads
Times searched
Share of sales you win
whitening strips
$2,180
245
$6,900
31.6%
$1,587
88,400
0.3%
teeth whitening kit
$1,640
98
$2,830
58.0%
$-95
62,100
0.2%
whitening toothpaste
$1,320
312
$4,750
27.8%
$879
57,300
0.6%
toothbrush replacement heads
$890
228
$3,420
26.0%
$803
39,800
0.5%
whitening pen
$760
101
$1,520
50.0%
$8
24,600
0.7%
sensitive teeth toothpaste
$540
77
$1,160
46.6%
$-3
31,200
0.2%
Profit after ads applies your own margin to the sales an ad produced and subtracts what the ad cost. It counts the first sale only, not what that customer buys afterwards.
Searches that sold nothing — $880 across 3 of them
Search term
Spend
Clicks
Times searched
Share of sales you win
charcoal toothpaste
$410
380
34,800
0.5%
teeth whitening led light
$290
210
not published
—
enamel safe whitening
$180
150
not published
—
No orders at all in this window. Check the newest of these against the attribution window before negating: a search first bought a few days ago has not had time to convert.
How much of each search you actually win. A low share on a big search is room to grow; a high share on one you also pay heavily for usually means you are buying sales you would have won anyway.
Searches you win without paying for them
Search
Times searched
Sales you won
Share of sales you win
fluoride free toothpaste
41,200
96
2.31%
enamel toothpaste
18,300
41
2.05%
You already make these sales with no ad behind them. Only searches where you win a real share are listed — without that floor the table fills up with other companies' brand names you happened to sell one unit against.
Where money went with nothing sold ($880 total)
Spend
Clicks
How your ad got there
charcoal toothpaste
$410
380
charcoal toothpaste
teeth whitening led light
$290
210
whitening
enamel safe whitening
$180
150
whitening
Checked against the 1,240 negative keywords already on your account, at both the ad group and the campaign level. 4 more zero-order search(es) were already excluded and are not listed.
Word appearing in searches that never sell
Spend
Clicks
led
$340
260
kids
$220
190
Blocking one word stops a whole family of bad searches, where blocking a single search stops one.
5 · What shoppers searched for
SQP week starting 2026-07-27 vs 2026-07-20
Non-branded purchase share is 0.31%, down from 0.44% four weeks earlier on steady search volume, so this is lost share rather than a shrinking market. 'Whitening strips' is the clearest case: share fell from 0.44% to 0.31% while impression share fell from 1.28% to 0.96%. Amazon reads it as shown and skipped, worth about 41 orders a week if closed. Branded share held at 2.06%.
nonbranded purchase share
branded purchase share
Purchase share by SQP week — separate scales on purpose: branded and non-branded are different markets and are never blended. Values are already percentages.
Market demand (non-branded query volume)
Total search volume of the non-branded queries we appear in — separates 'we lost share' from 'the market shrank'. Coverage law applies: only queries where our catalog surfaced are counted.
Segment
Impression share
Δ
Click share
Δ
Purchase share
Δ
branded
6.39%
+0.04pt
3.30%
+0.02pt
2.06%
+0.01pt
nonbranded
0.96%
-0.09pt
0.50%
-0.04pt
0.31%
-0.03pt
Where the most sales are sitting on the table
Biggest first. "Worth about" assumes demand and rivals hold, so read it as a size, not a promise.
Search
What is going wrong
What to do
Worth about
Searches
whitening strips
Amazon shows you and shoppers pick someone else
Fix the main image and the price shown against the strips that win this search
41 orders
88,400
teeth whitening kit
They click you, then do not buy
Rework the first three images and the comparison chart on the product page
22 orders
62,100
fluoride free toothpaste
You sell well here but are barely shown
Test a modest bid on this search
—
41,200
sensitive teeth toothpaste
Amazon hardly treats you as a result for this search
Add the search's own words to the title and the first bullet
—
31,200
Across every search you appear in this week: 31 where nothing leaking, hold your ground, 14 where amazon shows you and shoppers pick someone else, 9 where they click you, then do not buy, 6 where you sell well here but are barely shown, 4 where amazon hardly treats you as a result for this search.
impression share on your main terms, week by week
whitening strips
teeth whitening kit
whitening toothpaste
charcoal toothpaste
Of everyone Amazon showed on this search, the share that was you. This is how visible you are — the top of the funnel. Each panel has its own scale, so read shape within a panel and never height across two. A break in a line is a week Amazon did not publish that search for you, which is different from a zero.
click share on your main terms, week by week
whitening strips
teeth whitening kit
whitening toothpaste
charcoal toothpaste
Of everyone who clicked on this search, the share who clicked you. Higher than your impression share means you win more attention than your visibility alone would give you. Each panel has its own scale, so read shape within a panel and never height across two. A break in a line is a week Amazon did not publish that search for you, which is different from a zero.
purchase share on your main terms, week by week
whitening strips
teeth whitening kit
whitening toothpaste
charcoal toothpaste
Of everything bought on this search across all sellers, the share that was yours. Already a percentage: 4.30 means 4.30% of the market, not 43%. Each panel has its own scale, so read shape within a panel and never height across two. A break in a line is a week Amazon did not publish that search for you, which is different from a zero.
Watch terms — tracked every week
Term
Volume
Impression share
Click share
Purchase share
Δ vs prior
Whitening
whitening strips
88,400
0.96%
0.50%
0.31%
-0.13pt
teeth whitening kit
62,100
0.71%
0.36%
0.24%
+0.02pt
Toothpaste
whitening toothpaste
57,300
1.62%
0.92%
0.58%
+0.09pt
charcoal toothpaste
not shown this week · last 2026-07-20
—
—
—
—
not shown: Absent from this week's SQP pull. SQP only reports a query when your catalogue appeared in it, so this is 'we did not surface for it', NOT zero share.
Who wins the clicks on your main terms (top 3 Amazon publishes · search-terms week of 2026-07-20)
teeth whitening kit: Lumenta LED Whitening 19.8% · Brightmore Whitening Strip 12.1% · Pearlwave Whitening Kit 9.6% · you are not in the top 3
whitening toothpaste: You 15.3% · Northvale Fluoride-Free To 11.0% · Corvane Whitening Paste 7.2%
Shares are each product's share of ALL clicks on that search — the top 3 never add to 100% because clicks also go to everything below the podium.
Share gainers:
Query
Volume
Purchase share
Δpt
sample brand toothpaste
12,400
93.10%
+0.30
whitening toothpaste
57,300
0.58%
+0.09
whitening pen
24,600
0.66%
+0.08
Share decliners:
Query
Volume
Purchase share
Δpt
charcoal toothpaste
34,800
0.00%
-0.39
whitening strips
88,400
0.31%
-0.13
sensitive teeth toothpaste
31,200
0.19%
-0.08
New queries:
Query
Volume
Sold this week
Purchase share
toothpaste no fluoride
21,600
63
0.29%
6 · Who took the clicks
Search-terms week starting 2026-07-27 vs 2026-07-20
Brightmore's 14-day strips are the rival to watch: 21.4% of clicks on the searches you share against your 8.40%, and first on 'whitening strips' at 23.9%. On 'whitening toothpaste' you lead at 15.3%. On 'teeth whitening kit' you are not in the top three at all.
You against your rivals
Each pair is one rival and you, measured on the SAME searches — the ones where you are both in the top three. So the distance between the two bars in a pair is the real gap, and you can subtract them. This is share of CLICKS (of everyone who clicked that search, who they clicked), not click-through rate. Rivals are whoever is taking the most of your searches right now, so the names can change from week to week. 1 other rival met you on fewer than 3 searches and is left out — one shared search is an anecdote, not a comparison.
Where you stand on your watched searches
Search
Your share
13 wk
Trend
Leader
Theirs
whitening strips
7.03%
-1.91
Brightmore Whitening Strips
24.09%
whitening toothpaste
12.44%
+1.94
Northvale Fluoride-Free Toothp
11.08%
charcoal toothpaste
8.02%
-1.98
Northvale Fluoride-Free Toothp
19.06%
teeth whitening kit
2.54%
+0.00
Lumenta LED Whitening
19.91%
Every figure here is a four-week average — the same one the panels below draw, so the table and the pictures always agree. "13 wk" is how far that average has moved over thirteen weeks. The trend line shows shape only and is scaled to its own range, so read the numbers, never its height.
How it got there — four-week average, week by week
whitening strips
whitening toothpaste
charcoal toothpaste
teeth whitening kit
This is share of clicks, not click-through rate. Of everyone who clicked that search, the percent who clicked each product. Click-through rate is a different number — of the shoppers Amazon SHOWED you, the percent who clicked — and it is charted on your main terms in the previous section. The two are not comparable and must never be subtracted from one another. The three named lines are the RIVAL COMPANIES on the podium that week, one line each — not one line per listing, so a company that rotates between several of its own products still reads as one competitor. A company that appears in fewer than a quarter of the weeks is left out rather than drawn as scattered dots. Your own line is the heavy one, and it is there every week whether or not you made the top three. The two come from DIFFERENT Amazon reports: the top three from the search terms report, yours from search query performance. Across a year of weeks where both exist they agree in the middle but sit about 9 points apart at the extremes, so read the distance as roughly how far back you are, never as an exact subtraction.
whitening strips: in the top three in 26 of 26 weeks, you at 7.22% — on clicks: 3 of three; on purchases: level with third — the two reports disagree by more than this gap, leader now Brightmore Whitening Strip — 3rd is you
whitening toothpaste: in the top three in 26 of 26 weeks, you at 12.87% — on clicks: 1 of three; on purchases: your own share reads above third place while Amazon left you off the podium — the two reports disagree here, leader now Whitening Toothpaste — 1st is you
charcoal toothpaste: in the top three in 26 of 26 weeks, you at 8.20% — on clicks: 2 of three; on purchases: level with third — the two reports disagree by more than this gap, leader now Northvale Fluoride-Free To — 2nd is you
teeth whitening kit: never in the top three across 26 weeks, you at 2.54% — on clicks: fourth or lower, 7.56 points behind third; on purchases: fourth or lower, 6.49 points behind third, leader now Lumenta LED Whitening
7 · Repeat vs new buyers
mature week Jul 20 – Jul 26, 2026 · provisional week Aug 03 – Aug 09, 2026
On the last mature week, 4,340 buyers: 3,090 new and 1,250 repeat, a 28.8% repeat share, steady on the week before. The two newest weeks are provisional because Amazon keeps returning buyer emails for about two weeks; coverage on the newest is 86.0%, so its counts will rise.
Repeat share of weekly buyers, one point per closed week for the last year. The axis starts at its printed floor, not at zero, so a few points of movement is visible movement. Open markers on a dashed tail are weeks still inside the ~14-day identity backfill — provisional, and they revise upward.
The same weeks in people rather than percent. A falling repeat SHARE with a rising bar is new customers arriving, which is the opposite week from a falling share with a shrinking bar, and the share line alone cannot tell you which one you had.
Read
Week
Buyers
New
Repeat
Repeat %
Email cov.
Mature (trustworthy)
Jul 20 – Jul 26, 2026
4,340
3,090
1,250
28.8%
97.0%
Prior mature
Jul 13 – Jul 19, 2026
4,190
2,980
1,210
28.9%
96.0%
Latest (provisional)
Aug 03 – Aug 09, 2026
4,380
3,110
1,270
29.0%
86.0%
8 · What a customer is worth over time
all history
A customer is worth $24.10 at 30 days, $31.80 at 60, $38.40 at 90 and $61.90 at a year. The product that brings them in matters: toothpaste customers reach $71.80 in a year against $54.70 for whitening. Customers who buy both ranges in their first 90 days are worth 59.6% more than typical, which makes a cross-sell insert the cheapest test on this page. The median gap to a second order is 61 days across 5,210 repeaters, so time the follow-up just before it. Subscribe & Save signups spend $71.20 in 90 days against $34.20 for everyone else, with 3,920 live subscriptions.
Average net revenue per customer inside each window, mature cohorts only. Amber = under 30 mature customers (anecdote); sand = lifetime running figure.
Time window
Revenue per customer so far (LTV)
Customers old enough to count
30-day
$24.10
17,900
60-day
$31.80
17,100
90-day
$38.40
16,200
365-day
$61.90
9,800
Lifetime
$45
18,400
What a customer is worth, by the product that brought them
First bought
After 60 days
Customers counted
After a year
Customers counted
Toothpaste
$35.40
9,200
$71.80
5,300
Whitening
$28.90
6,200
$54.70
3,400
A customer counts under every product their first order contained, so a first order of two products appears in two rows and these do NOT add up to the brand. Each column averages only customers old enough to have lived that window: a product launched inside the last year has no one-year figure yet, and reads that way rather than showing a guess.
LTV drivers — what lifts a customer's value
PERCENT uplift vs the typical customer ($38.40 in their first 90 days, measured over 16,200 customers). Read each bar as: 'customers whose first 90 days included this spent N% more overall.' Terracotta = a product family; amber = a COMBO of two families. This is a pattern to exploit — bundles, cross-sell inserts, follow-up offers — not proof the product causes the lift. Groups under 30 customers are hidden.
Below-typical: Whitening (-9%)
Median time to second order: 61 days (across 5,210 repeaters) — time inserts, follow-up email and the Subscribe & Save pitch just AHEAD of this window.
Subscribe & Save — the programme
Live subscriptions
3,920
+3.7%
Revenue, 2026-07
$53,400
+4.9%
Share of revenue
14.4%
Units shipped
3,560
Lost to stock-outs
$1,120
Subscriptions on the books each week. This is the number that compounds: it is the only demand in the business that arrives without being bought again, so its slope matters more than any single week's revenue.
What shipped on subscription each week. Weeks swing on delivery scheduling rather than on demand, so read the run of weeks, not the last bar.
Stock-outs cost the programme $280 across 2 of the last 10 weeks. A subscription that cannot be filled is not a delayed sale — the delivery is skipped and the money never arrives.
Amazon expects $55,600 of subscription deliveries in the next 30 days and $168,900 over 90, across 4 products, as of 2026-08-09. That is committed demand to hold stock for.
Amazon also publishes a subscriber lifetime value in this same report and sends it empty for this account, so no figure is shown for it rather than a zero. The comparison below is computed from your own orders instead.
Subscribe & Save — what the signup travels with
First 90 days
Avg net revenue
Bought again
Customers
Signed up for repeat delivery
$71
88.0%
1,840
Did not sign up
$34
21.5%
14,360
A customer who signs up in their first 90 days spends +108.2% vs one who does not — an association (signups self-select), not a promise. Live subscriptions right now: 3,920.
9 · What Amazon takes
settled months through 2026-07
Amazon took 31.2% of settled revenue in July, up 0.50 points on June and 1.07 points above the earlier months' 30.13% average. Most of the rise is FBA fees, now 17.3%, while referral stayed near 13.9%. Worth a look at storage and inbound placement before it compounds.
Amazon's total cut
31.2%
+0.50pt vs prior month
Referral fee
13.9%
FBA fee
17.3%
Amazon's total cut of settled principal, by month. Closed months only — the current month is excluded because a part-settled month's rate is timing, not a rate.
Month
Referral
FBA
Total cut
Settled principal
2025-12
13.90%
16.60%
30.50%
$368,400
2026-01
13.80%
16.20%
30.00%
$286,800
2026-02
13.90%
16.10%
30.00%
$289,100
2026-03
13.80%
16.30%
30.10%
$315,900
2026-04
13.80%
16.40%
30.20%
$320,100
2026-05
13.90%
16.60%
30.50%
$338,600
2026-06
13.80%
16.90%
30.70%
$349,800
2026-07
13.90%
17.30%
31.20%
$359,300
The latest closed month sits 1.07pt above the 30.13% average of the earlier closed months shown.
Fee type
Amount
Transactions
FBA fulfilment fee
$58,736
20,380
Referral fee
$49,943
20,380
Monthly storage fee
$2,323
5
Inbound placement fee
$1,100
12
10 · Traffic you sent from outside Amazon
Aug 03 – Aug 09, 2026
Outside traffic sold $15,020 on Amazon from 16,000 clicks, 16.9% of the week's revenue, with clicks up 9.9%. Most visitors are lost before the cart: only 20% of those who reach the page add to it. TikTok sent 2,600 clicks for 46 orders, and one TikTok post sent 1,400 clicks to the suppressed charcoal toothpaste for no orders at all. Point that link elsewhere until the listing is back.
Sales from outside traffic
$15,020
Clicks sent to Amazon
16,000
+9.9%
Of those clicks, ordered
5.0%
Share of all your revenue
16.9%
Where the people you sent to Amazon actually go. Each bar is the number who got that far. The step that loses the most is where the money is.
Biggest loss: only 20% reach “added to cart”.
Sales from outside traffic, by week
Amazon keeps crediting these sales for 14 days after the click, so the last two bars are still filling in and will rise.
Which outside channels actually produce Amazon sales.
Where the traffic came from
Clicks
Reached the page
Added to cart
Orders
Sales on Amazon
Of those clicks, ordered
Instagram
8,400
6,150
1,230
410
$7,620
4.9%
Google
3,100
2,480
520
190
$3,560
6.1%
Email
1,900
1,640
390
160
$2,980
8.4%
TikTok
2,600
1,630
210
46
$860
1.8%
The individual partners and posts
Each partner or post you tagged, by the Amazon sales it produced. These are your own labels for the links.
Where
Partner / post
Clicks
Orders
Days live
Sales on Amazon
Instagram
Creator A · whitening reel
3,900
214
7
$3,980
Instagram
Creator B · strips unboxing
2,700
121
7
$2,250
Google
Whitening strips ad group
3,100
190
7
$3,560
Email
Back to school send
1,900
160
2
$2,980
TikTok
Charcoal paste duet
1,400
0
6
$0
These are the names YOU gave each link when the tag was made, so they read however your own naming does. A partner live only a day or two has not had the full 14 days to convert — check the days-live column before judging it.
11 · Demand for your own name
SQP week starting 2026-07-27
42,600 searches for the brand name, up 1.9% on the week and 2.2% over the four-week average, and you won 91.4% of what those shoppers bought. 29% of them spell the name wrong, and the misspellings are where your hold is weakest, so make sure they are keywords you own.
Searches for your name
42,600
+1.9%
vs 4-week average
41,675
+2.2%
You won
91.4%
Of everything you sold on search
31.0%
Different name searches
210
How many people typed your name into Amazon each week. This is the closest thing Amazon publishes to unaided awareness: it is the number that separates a week where you bought sales from a week where you built a brand, and the two look identical everywhere else in this report.
Terracotta is the share of everything bought on your own name that was yours — the gap under 100% is a rival converting a shopper who typed YOUR name, which is the most winnable sale on Amazon. Blue is how much of what you sell comes from people who already knew you: rising means the brand is carrying more of the load, and falling with volume up means new demand.
29% of those searches spell your name wrong (12,354 of 42,600). Amazon matches a misspelling for you in the free results; it does not bid on one for you, so check the misspelling is a keyword you actually own.
What they typed
Spelling
Times searched
You sold
Share of sales you won
Share of clicks you won
sample brand toothpaste
as written
12,400
5,980
93.1%
91.8%
sample brand
as written
9,800
1,410
90.6%
88.2%
sampel brand
a misspelling
6,100
780
84.3%
81.0%
sample brand whitening strips
as written
4,300
690
92.4%
90.1%
sample brnad toothpaste
a misspelling
2,900
310
79.5%
76.2%
Weakest hold on your own name: sample brnad toothpaste (80%) · sampel brand (84%). Someone else is converting shoppers who came looking for you.
10 figure relationships checked and consistent.
How to read this
Revenue here is order-basis: what was ordered, minus promotions, cancellations and returns. Amazon's own settlement figure covers a different period and nets different fees, so the two will not match and are not meant to.
Sales from ads keep arriving for up to 30 days after a click, so the most recent week is always the least complete. Spend is final immediately. Comparing a fresh week's ad sales against an older one shows a fall that is mostly age, not performance.
Amazon's fees are settlement-basis — the money actually moved. Section 1's revenue is order-basis. Subtracting one from the other does not give profit, because they cover different orders.
Traffic sent from outside Amazon is credited on a different window from the ad section, and a single order can legitimately appear in both. Add the two together and you count some sales twice.
Search shares are already percentages, and they are small by nature: 0.28 means 0.28% of that search, not 28%.
Order-basis figures; settlement remains the financial truth. Sections state their own
periods and gaps — an absent feed is named, never silently zero.
Narrative model: sample.