Agency for Amazon sellers monthly report: what it should show, and what to ask for

1. 1Pull date on the cover

   Last 14 days marked provisional, last month restated

2. 2Seven numbers on page one

   Sales, profit, TACoS, ACoS vs break even, organic share, rank, stock

3. 3What changed and why

   One sentence per big move, including price, stock and season

4. 4Decisions

   Scale, hold, cap, fix, test or cut for every campaign group

5. 5Actions with owners

   Three actions, an owner and a date, reviewed first next month

What an agency for Amazon sellers monthly report is for

A monthly report has one job: help the owner make decisions. Weekly reviews handle bids and budgets. The monthly report is where you decide what to scale, what to fix and what to stop, so it should read like a short business review, not a data export.

Agencies that report well tend to follow the same shape. SmartScout's agency reporting framework recommends an executive summary, a KPI view against last month and against a category benchmark, a section on what changed and why, and two or three specific actions for next month. FiveX frames the same idea as four questions: which products created profitable demand, which campaigns borrowed from organic sales, which products cannot scale because of stock or Buy Box issues, and what should happen next.

If your current report cannot answer those questions, it is describing activity, not results.

The attribution lag most reports ignore

Here is the gap almost every reporting guide skips. Amazon does not credit an ad sale on the day of the click. It credits sales that happen within an attribution window after the click. According to Intentwise, Sponsored Products uses a 7 day window for sellers and 14 days for vendors, while Sponsored Brands and Sponsored Display use 14 days.

That means a report pulled on the first of the month is still missing sales from late month clicks. Ad Badger's analysis of attribution blind spots makes the point clearly: apparent ACoS on a fresh set of clicks starts high and falls as late orders arrive, and only a period whose clicks are all more than 14 days old is truly closed.

The practical result: a report built on the 1st usually shows a worse ACoS for the final week or two than the month really delivered, and agencies sometimes cut bids in response to a problem that does not exist. A good monthly report either waits until the data settles or marks the last 14 days as provisional and restates them the following month.

• Ask when the data was pulled, and put that date on the cover
• Mark the last 14 days of ad data as provisional
• Restate last month's ad sales in this month's report so you can see the final number

The seven numbers that belong on page one

Keep the first page short. These seven numbers tell you whether advertising is building the brand or just renting traffic. Total revenue comes from Business Reports in Seller Central, ad spend and ad sales from the Amazon Ads console, which is the split GigaBrands recommends for calculating TACoS correctly.

Each number should show this month, last month and the target, with one sentence explaining any big move.

• Total sales, ad and organic together
• Contribution profit after Amazon fees and ad spend
• TACoS: ad spend divided by total sales
• ACoS by campaign role, compared to the break even ACoS from product margin
• Organic share of sales: total sales minus ad attributed sales, as a share of total
• Organic rank on the five to ten category keywords that matter most
• Days of stock cover on the top sellers

Worked example: the same month, two reports

The numbers below are illustrative, to show the math. Take a brand selling one $30 product. Landed cost is $8, the referral fee at 15 percent is $4.50 and the FBA fee is $5.50, which leaves $12 of contribution per unit before ads. That is 40 percent of price, so the break even ACoS is 40 percent.

In the month, the brand sells 2,000 units, or $60,000 of total sales, and spends $9,000 on ads. Once every click has settled, ads are credited with $30,000 of sales. ACoS is 30 percent, TACoS is 15 percent, and contribution profit after ads is $24,000 minus $9,000, or $15,000.

Now the report pulled on the 1st. Late conversions from the last two weeks have not landed yet, so the console shows $26,400 of ad sales. ACoS reads 34 percent, the trend chart dips in the final week, and the summary says efficiency got worse. A reader would cut bids. The settled numbers say the opposite: ACoS sat comfortably under the 40 percent break even and the account made money on every ad dollar.

Same month, same account, two different decisions. That is why the pull date and the profit line matter more than any chart.

From numbers to decisions

The most valuable page in an agency for Amazon sellers monthly report is the last one: what the agency will do next month and why. SupplyKick lists a report with no action items as a red flag, and we agree. Numbers without a decision attached are trivia.

A useful format is the one FiveX suggests: put every campaign or product group into scale, hold, cap, fix, test or cut, with one reason and one owner each. Pair it with the guardrails that override any ad decision. Low stock cover means cap or hold, a weak Buy Box means fix before scaling, and margin below threshold means cut, restructure or raise price.

Finally, check last month's list. Every action promised should show up as done, in progress or dropped with a reason.

• Scale: profitable, in stock, room to grow
• Hold: on target, no change needed
• Cap: stock or margin limits growth
• Fix: listing, price or Buy Box problem first
• Test: new keywords, placements or formats with a set budget
• Cut: below break even with no path back

Red flags in an agency report

• ACoS and ROAS only, with no TACoS or organic share
• No profit line, so a growing account could be losing money
• No pull date, so you cannot tell if late sales were counted
• A report that arrives weeks into the next month, which SupplyKick also flags
• Charts with no written explanation of what changed
• No list of actions, or last month's actions never mentioned again
• Wins credited to the agency with no mention of price, stock or seasonality

Checklist: steps to get a better report this month

You can fix most reporting problems in one conversation. Here is what to do before the next report.

• Owner or brand lead: send your agency the seven page one numbers above and ask for them with this month, last month and target. Metric: the next report leads with them.
• Finance or owner: share landed cost per product so the agency can calculate contribution profit and break even ACoS. Metric: a profit line appears per top product.
• Agency account manager: add the data pull date to the cover and mark the last 14 days of ad data as provisional. Metric: last month's ad sales are restated in this report.
• Agency ads manager: tag each campaign with a role and judge it against its own target, not one blended ACoS. Metric: every campaign sits in scale, hold, cap, fix, test or cut.
• Agency operations lead: add days of stock cover for the top sellers, pulled from FBA inventory in Seller Central. Metric: no campaign is scaled on a product with low cover.
• Owner and agency together: close every report with three actions, an owner and a date, and review them first next month. Metric: completion rate of last month's actions.

How PPC Spider reports, and what it costs

PPC Spider builds reports around profit, not activity. Every target ACoS is set from the product's margin, each campaign gets a profit capped target, and the account is managed to a TACoS that leaves money after fees. Both appear in the weekly report.

Full-service Amazon management is a flat $1,500 a month for up to 25 ASINs and $20k of monthly ad spend. It includes weekly and monthly reports, a dedicated account manager, ads manager, operations and creative teams, a shared Slack channel and a bi-weekly meeting with written action items. Larger accounts get a custom Enterprise quote with custom reporting and a quarterly business review.

If you only need advertising, Amazon PPC management starts at $995 a month with a monthly report, and the Growth plan at $1,250 adds a weekly report and a bi-weekly call. Every plan includes SpiderOS, our dashboard for profit per product and live reports, so you never wait for the monthly PDF to see where you stand. The first term is 90 days, then month to month. Want to see what your current report is missing? Start with a free Amazon audit.

When this advice does not apply

If your catalog is a handful of products with very small ad spend, a seven number monthly report is more than you need. Check TACoS, profit and stock once a month yourself, and spend the time on listings instead.

If you are in the first one to three months of a launch, judge the report on rank, reviews and sales velocity, not profit. Launch TACoS runs high by design, and SmartScout puts it at 25 to 40 percent in that window. Just make sure the report says so, and shows the date when the account is expected to move toward profit.

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