Alamo Apparels | Amazon Performance Review

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Month in ReviewThe story of this month, grounded in the data

June 2026 was a challenging month for Alamo Apparels on Amazon. Revenue declined 29.3% month over month to $42,643, driven by stock-outs across the hero SSA34 parent that forced a deliberate pullback in advertising. Net profit came in at $2,464, down 51.2% from May, at a 5.78% margin that is compressed but within expectations given the throttle. Average order value rose to $38.01 on the SSA34 price increases, and organic sales carried 58.9% of revenue with Buy Box held at 97.4% weighted.

The primary challenge was SSA34 stock availability. With multiple child SKUs out of stock, ad spend was cut to $5,741, less than half of February's level, which pulled sessions down 29.9% to 23,955 and units down 30.8% to 1,376. New SSA34 stock is inbound, and the plan is a gradual ad ramp from a stronger margin base once it lands. The SSA35 tactical line push is in motion but stalled this month on expensive bids, taking only $209 in spend.

▲ WHAT DROVE GROWTH

Defensive fundamentals held under the throttle.

Buy Box stayed at 97.4% weighted across the catalog and Account Health remained in healthy range with zero policy violations across all categories. Organic share reached 58.9% of sales, the higher-margin source carrying the month while paid was restrained. AOV rose to $38.01 on the SSA34 price action, protecting per-unit economics on reduced volume. Branded Keywords stayed the efficient anchor at 13.2% ACoS on $4,830 in ad sales.

▼ WHAT CONSTRAINED PERFORMANCE

SSA34 stock-outs dictated the month.

The hero parent still delivered $36,102, 84.7% of sales, at a 7.43% margin, but with multiple child SKUs out of stock its ad support was cut to $5,038 and sessions fell 29.9%. Refund rate rose to 10.7% from 9.3%, with the ALA22 Slim Fit Cargo line at a 20.6% refund rate needing attention even in wind-down. SSA35 stalled: $209 in spend bought only 12,446 impressions and 6 orders at a 99.7% ACoS, with market CPCs near $2.50 against the current $1.10 to $1.50 bid ceiling.

▶ WHAT TO WATCH IN JULY

Restock landing and the SSA35 bid decision.

When the new SSA34 stock arrives, ad pressure ramps gradually from the improved cost base rather than snapping back to February levels. On SSA35, the call is either to fund the $2.50 bid reality with a defined test budget or hold spend until listing CTR and targeting justify the entry cost. Refunds on ALA22 Slim Fit Cargo need a root-cause look. The Account Health rating eased to 392 from 424, still healthy, but a second consecutive decline worth the routine watch.

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June Performance in ContextTrailing months at a glance

June marks the fourth consecutive monthly revenue decline, and unlike May the profit side compressed with it: $42,643 in sales at $2,464 net profit are both trailing-4-month lows. The difference is cause. March through May declines were a managed throttle; June's step down came from SSA34 child SKUs going out of stock, which capped what the throttle was protecting. Margin held at 5.78%, within the expected band for a stock-constrained month, and recovery is gated on the inbound SSA34 shipment.

March 2026

$92,499

+$6.1k profit

April 2026

$74,299

+$3.0k profit

May 2026

$60,322

+$5.1k profit

June 2026 (Current)

$42,643

+$2.5k profit

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Cost WaterfallHow gross sales flow down to net profit

Cost of goods at $15,439 (36.2% of gross) and shipping at $8,329 (19.5% of gross) are the two largest cost buckets, both structurally tied to the FBM model. Ad spend at $5,745 (13.5% of gross) was cut a further 17.5% from May as stock-outs limited what was worth defending. The waterfall uses P&L values throughout; the Advertising section's PPC view shows $5,741, a $5 attribution delta. Account net profit lands $72 below the sum of the parent rows because subscription and clawback costs are held at the account level.

Gross Sales

$42,643

100.0%

Promo / Discounts

-$522

98.8%

Ad Spend

-$5,745

85.3%

Amazon Fees

-$7,934

66.7%

Cost of Goods

-$15,439

30.5%

Shipping

-$8,329

11.0%

Refunds & Other

-$2,209

5.8%

Net Profit

$2,464

5.8%

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Parent-Level KPIsSellerBoard group by parent

SSA34 Stretch Cargo carries the account with $36,102 in sales, 84.7% of the total, and $2,683 net profit at a 7.43% margin despite the stock-outs and reduced ad support. SSA35 Tactical remains in an expected launch loss at -80.1% margin on 23 units with its push constrained by bid costs. The four wind-down lines (ALA22, ALA13, ALA20, ALA09) are selling residual stock; ALA22's 20.6% refund rate is the one number in that group that needs a look. Buy Box held at 97.41% on the SSA34 hero and 97.4% weighted across the catalog. Parent rows sum to $2,536 in net profit; the $2,464 account total reflects roughly $72 in account-level costs (subscription, clawbacks) not allocated to parents.

Parent / Product	Units	Sales	Ref	Ref Cost	% Ref	Ads	Fees	COGS	Net Profit	Margin	R.ACOS	Sessions	USP	BB %	Status
SSA34 Stretch Cargo Pants	1,157	$36,102	107	-$1,555	9.25%	-$5,038	-$6,068	-$13,306	$2,683	7.43%	13.95%	19,225	6.02%	97.41%	Healthy
ALA22 Slim Fit Cargo (Cotton)	160	$4,827	33	-$524	20.63%	-$471	-$808	-$1,509	$375	7.78%	9.76%	3,246	4.93%	97.61%	Wind Down
SSA35 Tactical Pants	23	$805	4	-$76	17.39%	-$209	-$855	-$304	-$644	-80.05%	26.02%	553	4.16%	99.51%	Launch
ALA20 Slim-Fit Chinos	17	$450	3	-$39	17.65%	-$12	-$75	-$148	$53	11.69%	2.71%	539	3.15%	97.46%	Wind Down
ALA13 Cargo Shorts Regular Fit	10	$234	0	$0	0.00%	-$3	-$39	-$86	$35	14.83%	1.20%	203	4.93%	97.20%	Wind Down
ALA09 Skinny Jeans	9	$225	0	$0	0.00%	-$8	-$38	-$86	$34	15.15%	3.44%	189	4.76%	93.16%	Wind Down
Total	1,376	$42,643	147	-$2,209	10.68%	-$5,745	-$7,934	-$15,439	$2,464	5.78%	13.47%	23,955	5.74%	97.44%

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Marketplace-Level KPIsAll sales channels

All channels combined delivered $50,872 in June at $855 net profit (1.68% blended margin). Amazon US, the scope of every other section in this report, delivered $42,643 at a 5.78% margin under the stock-constrained throttle with Buy Box at 97.44% weighted. Walmart US had a hard month: the account went down at the end of May and was reinstated in June, and sales momentum has not yet recovered. Walmart revenue fell 53.4% from May to $8,229 with a $1,609 loss, its worst month on record, driven by ad-heavy spend (53.9% real ACoS) against reduced organic traffic post-reinstatement. Sales are picking up and the channel is being actively pushed. Traffic metrics (Sessions, Unit Session %, Buy Box) are Amazon-only; Walmart does not report them in this data set.

Marketplace	Units	Sales	Refunds	Refund Cost	% Refunds	Ads	Channel Fees	COGS	Net Profit	Margin	Real ACOS	Sessions	Unit Sess %	Buy Box	Status
🇺🇸 Amazon.com (US)	1,376	$42,643	147	-$2,209	10.68%	-$5,745	-$7,934	-$15,439	$2,464	5.78%	13.47%	23,955	5.74%	97.44%	Healthy
🛒 Walmart US	n/a	$8,229	n/a	n/a	n/a	-$4,437	-$934	-$3,094	-$1,609	-19.55%	53.92%	n/a	n/a	n/a	Loss
Total (All Channels)	1,376*	$50,872	147*	-$2,209*	10.68%*	-$10,183	-$8,868	-$18,532	$855	1.68%	20.02%	23,955*	5.74%*	97.44%*

* Amazon-only value; Walmart does not report this metric in the SellerBoard P&L data set. Walmart Net Profit includes $1,374 in Walmart shipping label costs not shown as a column. All other report sections (hero KPIs, Cost Waterfall, Parent KPIs, Advertising) remain Amazon US scope.

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Advertising IntelligencePPC portfolio breakdown and channel attribution

Total ad spend of $5,741 generated $17,525 in ad sales at a blended 32.8% ACoS and 3.05 ROAS, with TACoS at 13.5%. Efficiency gave back some of May's gains: ACoS rose 3.2 points as SSA34, 83.6% of spend, climbed to a 39.8% ACoS defending the hero on out-of-stock-thinned traffic. Branded Keywords stayed the efficient anchor at 13.2% ACoS and 20.4% CVR on $4,830 in sales. SSA35 took only $209 of spend for 12,446 impressions and 6 orders at 99.7% ACoS: market CPCs near $2.50 against the current $1.10 to $1.50 bid ceiling kept the tactical line from getting real exposure.

Ad Spend

$5.74K

-17.5% vs May $6.96K

Ad Sales

$17.5K

-25.4% vs May $23.5K

Ad ACOS

32.8%

+3.2 pp vs May 29.6%

Ad CVR

6.29%

order based

Ad CPC

$0.76

7,556 clicks

Ad RPC

$2.32

rev per click

Ad Impressions

1.20M

4 active portfolios

Ad Clicks

7.6K

SSA34 87%

Ad CTR

0.63%

vs 0.70% in May

Ad Orders

475

34.5% of units

Portfolio	Spend	Sales	ACOS	CVR	% of Spend	Status
SSA34	$4,798.65	$12,063.10	39.78%	5.20%	83.6%	Hold and Optimize
Branded KW's	$638.00	$4,830.43	13.21%	20.36%	11.1%	Scaling Ready
SSA35	$209.28	$209.94	99.69%	4.08%	3.6%	Launch
ALA22	$94.83	$421.86	22.48%	4.90%	1.7%	Wind Down
Total	$5,740.76	$17,525.33	32.76%	6.29%	100.0%

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Traffic and Sales AttributionOrganic vs paid

Organic share eased to 58.9% of revenue in June from 61.1% in May, as total sales fell faster than ad sales during the stock-out period. PPC contributed 41.1% ($17,525). The organic majority held through the throttle, which is the structural signal that matters: the brand is not dependent on paid to move volume, and organic rank is the base the post-restock ramp builds on.

58.9%

Organic Sales

$25,117

41.1%

PPC Attributed Sales

$17,525

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Subscribe and SaveRecurring revenue base, subscriber growth, and YoY comparison

Not applicable for this brand. Alamo Apparels does not currently run Subscribe and Save.

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Inventory HealthFBM operating model, no FBA stock metrics

Not applicable in the standard FBA sense. Alamo is fulfilled by merchant from Dallas and does not run FBA stock for the SKUs in this report (a small FBA tail of about 42 orders in the trailing 60 days exists but is immaterial). The structural inventory event for June was the SSA34 stock-out: multiple child SKUs on the hero parent ran out, which is what forced the ad pullback and the 29.3% revenue decline. Replenishment is inbound and the recovery plan is captured in the Action Plan rather than this section.

Operating model: Alamo dispatches every order via FBM from the Dallas warehouse, so there is no FBA inventory exception report this month. The period's structural inventory event is the SSA34 stock-out across multiple child SKUs; new stock is inbound at improved cost, and ad pressure ramps gradually once it lands. Day-to-day stock pacing is managed off-platform.

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Account Health SummaryCompliance and performance health entering July

Healthy

Account Health Rating

392 / 1000

Order Defect Rate

0.13%

Policy Violations

0

Late Shipment Rate

0%

Metric	Current	Target	Status
Order Defect Rate (60 days)	0.13% (3 of 2,261)	under 1%	Healthy
Negative Feedback	0%	low	Healthy
A-to-z Guarantee Claims	0.13%	low	Healthy
Chargeback Claims	0%	low	Healthy
Late Shipment Rate (30 days)	0% (0 of 799)	under 4%	Healthy
Pre-fulfillment Cancel Rate (7 days)	0% (0 of 154)	under 2.5%	Healthy
Valid Tracking Rate (30 days)	100% (876 of 876)	over 95%	Healthy
On-Time Delivery Rate (14 days)	99.68% (618 of 620)	over 90%	Healthy
Suspected IP Violations	0	0	Clean
Product Authenticity Complaints	0	0	Clean
Listing Policy Violations	0	0	Clean

i

Summary: Account remains in a clean operating position with zero policy violations across all categories, 100% valid tracking, and 99.68% on-time delivery. No compliance risks entering July. Account Health Assurance enrollment is active. The Account Health rating eased to 392 / 1000 from 424 last month, a second consecutive decline that stays comfortably in healthy range; the driver is the reduced order volume feeding the rating, not any defect event. Routine monitoring continues.

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Action PlanPrioritized next steps for the coming month

HIGH

Land the SSA34 restock and ramp ads gradually

The inbound SSA34 shipment is the single gate on recovery. When it checks in, restore ad pressure in steps from the improved cost base rather than snapping back to February spend levels, letting organic rank plus measured PPC rebuild velocity. Confirm landing date weekly and sequence child SKU relaunches by historical velocity.

▶ Brand Team

HIGH

Make the SSA35 bid decision

June proved $1.10 to $1.50 bids do not buy exposure in this niche: $209 of spend, 12,446 impressions, 6 orders. Either fund the $2.50 market CPC reality with a defined test budget and a hard stop, or hold spend until listing CTR and conversion justify the entry cost. Drifting in the middle wastes budget without generating signal.

▶ PPC Team

MEDIUM

Root-cause the ALA22 refund rate

ALA22 Slim Fit Cargo ran a 20.6% refund rate in June, well above the 10.7% account average, and drove $524 in refund cost on just $4,827 in sales. Even in wind-down, pull the return reasons: if it is sizing feedback, update the size chart and listing copy so residual stock sells without the returns leak.

▶ Brand Team

MEDIUM

Hold ad efficiency through the stock gap

Keep blended ACoS near 30% and TACoS near 13% until the restock lands. SSA34 defense spend at 39.8% ACoS is the cost of holding position on thinned traffic; do not chase lost volume with higher bids while child SKUs are out of stock. Branded Keywords stays the efficient anchor at 13.2% ACoS.

▶ PPC Team

MEDIUM

Rebuild sessions post-restock

Sessions fell 29.9% to 23,955 as out-of-stock children stopped drawing traffic. Once stock lands, target a return to the 30K+ session range through restored ad impressions and recovered organic placement. Track weekly against the May baseline of 34,194 sessions as the recovery marker.

▶ PPC Team

Alamo Apparels Amazon June 2026

Business Performance

Advertising Performance

Land the SSA34 restock and ramp ads gradually

Make the SSA35 bid decision

Root-cause the ALA22 refund rate

Hold ad efficiency through the stock gap

Rebuild sessions post-restock