Net product revenue, {{PERIOD_COVERED}} (after promos & rebates, before refund netting shown in the ledger)

What you kept after Amazon's {{TOTAL_FEES}} in fees and {{TOTAL_COGS}} of product cost — {{CENTS_KEPT}}¢ of every dollar

What your below-average products left on the table vs. your own catalog median

One definition used everywhere in this report: contribution = the money you keep from a sale after every Amazon fee in your settlement file and the landed cost of the product. It is measured before storage fees ({{STORAGE_FEES}}, account-level — see the Fee Ledger tab) and before ad spend. {{AD_SPEND_VISIBILITY_SENTENCE}}

Every number in this report can recompute automatically each Monday — the last page shows how.

The three moves

Tab 1 · Margin Map — where contribution leaks

How to read it: every product is compared to YOUR OWN catalog median ({{CATALOG_MEDIAN_MARGIN}} contribution) — not to industry benchmarks. The last column converts every below-median margin into dollars. Red rows lose money outright.

{{MARGIN_FINDING_1_LEAD}} {{MARGIN_FINDING_1_BODY}}

{{MARGIN_FINDING_2_LEAD}} {{MARGIN_FINDING_2_BODY}}

{{MARGIN_FINDING_3_LEAD}} {{MARGIN_FINDING_3_BODY}}

Do: take the {{LEFT_ON_TABLE}} as your aiming point. {{MARGIN_PRIORITY_ORDER}}

Tab 2 · Traffic Map — where sessions pay

How to read it: contribution per session = what one shopper landing on each listing is worth to you after fees and product cost. On a marketplace you don't own the customer — you rent traffic. "Starved winners" are high-value listings Amazon barely feeds.

{{TRAFFIC_FINDING_1_LEAD}} {{TRAFFIC_FINDING_1_BODY}}

{{TRAFFIC_FINDING_2_LEAD}} {{TRAFFIC_FINDING_2_BODY}}

{{TRAFFIC_FINDING_3_LEAD}} {{TRAFFIC_FINDING_3_BODY}}

Do: point sponsored placements and coupon budget at {{TRAFFIC_TARGETS}}; stop paying for eyeballs on listings that keep under {{LOW_SESSION_VALUE_THRESHOLD}} a visit.

Tab 3 · Velocity — speeding up, slowing down, seasonal

How to read it: weekly sales rate from your settlement dates, {{VELOCITY_COMPARISON_WINDOW}}. On a marketplace, velocity is your inventory planning signal — {{PEAK_MONTH}} is {{PEAK_MONTH_SHARE}} of your entire year, so what's accelerating into Q4 decides what you stock in September.

{{VELOCITY_FINDING_1_LEAD}} {{VELOCITY_FINDING_1_BODY}}

{{VELOCITY_FINDING_2_LEAD}} {{VELOCITY_FINDING_2_BODY}}

{{VELOCITY_FINDING_3_LEAD}} {{VELOCITY_FINDING_3_BODY}}

Do: stock plan Q4 off this tab — and {{VELOCITY_OPEN_QUESTION}}

Tab 4 · Repeat Demand — what gets bought again

How to read it: Amazon hides customer identity, so there is no LTV here — repeat rate is a product trait (Brand Analytics: % of each listing's {{PERIOD_COVERED}} customers who bought it more than once). High repeat + full margin = demand that compounds without ad spend.

{{REPEAT_FINDING_1_LEAD}} {{REPEAT_FINDING_1_BODY}}

{{REPEAT_FINDING_2_LEAD}} {{REPEAT_FINDING_2_BODY}}

Do: Subscribe & Save and replenishment campaigns belong on the compounders — that's where a discount buys a stream, not a transaction.

Tab 5 · Fee Ledger — where {{TOTAL_FEES}} went

How to read it: per-product fee load from your settlements (referral + FBA fulfillment), plus the account-level charges no listing shows. Over 45% is flagged — usually a size/weight tier or price point problem.

Fee load runs {{FEE_LOAD_RANGE}} across the catalog. {{FEE_HEAVY_FLAGS}}

Account-level: {{ACCOUNT_LEVEL_FEE_BREAKDOWN}}. The {{STORAGE_FEES}} can't be assigned to the SKUs causing it from exports alone — that's an inventory-data question.

Do: pull the size tier on every flagged listing — one packaging change on a heavy item is often worth more than a price increase.

Tab 6 · Product Table — the backbone

What this snapshot can't see — and what that costs you

It can't see your ad spend. {{AD_SPEND_BLIND_SPOT}} (Blended math only, once connected: total spend against revenue. Which products your ads feed stays your call — no black-box attribution.)

It can't see your inventory. {{STORAGE_FEES}} of storage fees with no SKU attached. {{INVENTORY_CLIFFHANGER}} Two different problems, opposite fixes, and exports can't tell them apart.

It can't see the customer. Amazon owns them. No email list, no cross-channel view — a customer who buys you on Amazon and on your own store looks like two strangers.

And it's already aging. These numbers were true for {{PERIOD_COVERED}}. {{AGING_EXAMPLE}} A report expires; a system doesn't.

What if this report arrived every Monday, already true?

That's what the Ecom Data Foundation is: an always-current data warehouse, in accounts you own, running this same analysis on live data instead of exports — with your ad spend and inventory in the P&L, and your other channels beside Amazon. One-time install. Under $50/month in platform costs, billed to you directly. The same foundation I build in the first week of any brand I take over.

Below: what a Monday email would have said for {{ACCOUNT_NAME}} — generated from the same settlement data as this report (week ending {{DEMO_WEEK_ENDING}}). The greyed modules light up at install.

From: Your Data Foundation · {{DEMO_EMAIL_DATELINE}} · Amazon channel — other channels join at install

{{ACCOUNT_NAME}} — {{DEMO_WEEK_VERDICT_LINE}}

The week: {{DEMO_WEEK_BODY}} {{DEMO_VS_LAST_YEAR_OR_BACKFILL_NOTE}}

Unusually high: {{DEMO_UNUSUALLY_HIGH}}

Unusually low — the one to look at: {{DEMO_UNUSUALLY_LOW}}

Inventory & weeks of cover (dormant — needs inventory data in the warehouse)
{{DEMO_DORMANT_INVENTORY}}

Marketing spend vs. revenue (dormant — {{DEMO_DORMANT_MARKETING_REASON}})
{{DEMO_DORMANT_MARKETING}}

Everything else: {{DEMO_EVERYTHING_ELSE}}

Worth ten minutes this week: {{DEMO_WORTH_TEN_MINUTES}}

P.S. — This email is a demo, generated from your exports. If you'd like the real thing arriving every Monday, forward it to hello@deaconbradley.com and we'll talk about automating this in your business.

Where this goes next — three doors, smallest first

2 · A conversation: if any number in here surprised you, the skill that generated this report can draft an email to me with your report attached — or just write hello@deaconbradley.com. I read everything myself and reply to anything real.

{{REPORT_H1}}

Your catalog in three numbers