A nine-tab workbook that converts four raw Amazon exports into a one-page weekly read for the brand owner, with the supporting detail held in the tabs beneath it.
Produce a consistent weekly view of account performance against thresholds carried from the unit economics model, so that the weekly decision takes minutes and the evidence behind it is one tab away.
| Tab | Contents |
|---|---|
| Read Me | What to send, which tab to read, and the two standing rules |
| Weekly Summary | Headline metrics against target with status flags |
| Trend | Key metrics across eight weeks |
| Week by Week | Whole-business and advertising detail, entered weekly |
| By Product | Per-SKU performance |
| Ad Detail | Campaign and placement breakdown |
| Search Terms | Harvest and negate candidates against fixed rules |
| Watch List | Open items with dates and owners |
| Reference | Thresholds, supporting economics and definitions |
One week is noise. At 40 to 90 units a month, a weekly conversion rate can move on three orders. Every metric is read against the eight-week trend. The rule is stated in the opening tab so it stays visible during a good week as well as a bad one.
Promotional units are not sales. Amazon counts review programme giveaways in reported revenue. Headline figures are reported with those units stripped out. Without this adjustment a week containing ten giveaway units reads as a $300 revenue increase that did not occur.
TACoS is used as the headline rather than ACoS. Ad spend measured against total sales cannot be improved by moving budget between paid and organic, whereas ACoS can. Organic share of sales is tracked alongside it. Status flags resolve to On Track, Watch or Off Track against thresholds carried from the unit economics model.
Four exports are collected: bulk report, business report, search term report and placement report. These are processed and the figures returned to the workbook. Entered cells are marked; the remainder calculate. The summary tab is sent to the brand owner and any open items are added to the Watch List with an owner and a date.