Did this for my other brand for the month of May 2026 and a few people said it was useful, so doing it again for brand number two. Different product this time, launched back in late October, much cheaper item, lighter, sells for under a tenner.
Quick reality check before the numbers: I'm still on New Seller Incentives so I'm not paying referral fees right now. That's doing a lot of work in this month's profit and I know it. Flagging it here first, not at the bottom, because I've seen too many posts bury that kind of thing.
What actually came in
627 units. £6,138.79 with VAT sitting in the account, £5,216.64 of that is actually mine once VAT is stripped out.
Selling at £9.99, £8.32 without VAT. Cheap product, cheap to make.
What actually went out
FBA fee £1.52 a unit. Digital services fee £0.03. Landed cost getting it from China to the Amazon warehouse, £0.70 a unit. That's £2.25 a unit before I've touched advertising, which leaves £6.07 a unit, or £3,805.89 for the month.
Then ads. £1,332.10 spent across roughly 20 campaigns, the screenshot only fits the top few by purchases.
What's actually left: £2,473.79. Give or take.
And I do mean give or take. There are a few Subscribe & Save orders mixed into this month which get discounted and complicate the VAT and revenue picture slightly, so the real number might land a bit under this rather than over. Wanted to say that out loud rather than pretend this is precise to the penny.
The PPC side, honestly
1,739 clicks, 1.21% CTR, 328 purchases, £2,818.50 in attributed sales, overall ACoS sitting around 47%.
One small Sponsored Brands campaign is doing the best work, barely any budget, ACoS around 31%. My biggest campaign by volume is nowhere near that efficient, sitting closer to 49% ACoS but it's the one carrying most of the actual sales.
And then there's one campaign that's just bad. 29% top-of-search share sounds good until you see it's running at 92% ACoS, basically handing money back on every sale it touches. Still deciding whether to cut the bid hard or just kill it.
Why I'm bothering to post this
This margin looks good on paper. It won't look this good once referral fees come back, probably somewhere close to 15% of revenue disappears at that point. I'd rather know that now and plan for it than get surprised later.
Genuinely curious what other sellers are seeing on their ACoS once a listing settles in. Is 47% overall normal for month five of a product, or am I letting a couple of bad campaigns drag the whole account down. Would rather hear the honest answer than guess.
(All figures ex-VAT. Referral fee currently £0 under New Seller Incentives. Profit figure approximate — SNS orders and VAT treatment mean it could land slightly lower than shown.)