Alamo Apparels Amazon September 2026

September was the correction to August, and it worked. Revenue fell 19.2% to $39,024.25 as the advertising scale-up was wound back, but the loss narrowed by $4,521.30 to -$2,139.99 and net margin recovered from -13.79% to -5.48%. Advertising spend came down 32.7% to $9,567.92 and TACoS improved from 29.44% to 24.52%.

The most important number in the month is the one that did not move. Organic revenue was flat at $22,171.62, up 0.3% on August, while paid revenue fell 35.7%. Organic share rose from 45.8% to 56.8%. The entire revenue decline was the deliberate pullback in paid traffic; the underlying organic base held. Sessions fell 45.8% to 23,810 while unit session percentage improved from 3.59% to 5.26%, which is what you expect when you stop buying low-intent clicks.

At parent level the account is still one problem and five healthy lines. SSA35 lost $6,681.70 on $12,471.55 of sales, a -53.58% margin, and is larger than the entire account loss on its own. The other five parents combined for $4,495.36 of profit. SSA34 was the engine again, $21,540.13 of sales at an 18.55% margin on only $2,086.53 of advertising, and ALA22 returned to profit at $321.91 after losing money in August.

Two things moved the wrong way and both need attention. The refund rate rose from 8.63% to 11.42%, 143 refunds against 136, on 20.6% fewer units. And the SSA35 portfolio got less efficient as it got smaller: spend fell from $9,633.30 to $6,645.20 but ACoS widened from 60.36% to 83.82%. Cutting the budget did not improve the economics of the campaigns that remained.

The trailing view puts September in its place. Revenue has fallen every month since April apart from August, and August was the exception precisely because it was bought: $14,223.21 of advertising produced $48,311.24 of sales and a -$6,661.29 loss. September returned to a normal spend level and the loss shrank to -$2,139.99. Margin has now moved +8.30 points in the right direction, but the account has been loss-making for two consecutive months after four profitable ones, and the cause in both months is the same single product line.

Advertising is the line that changed: $9,567.92, down 32.7% on August and 24.5% of gross sales against 29.4%. Shipping remains the second structural cost at $5,133.58, 13.2% of sales, consistent with a predominantly seller fulfilled model, while cost of goods held at 36.8% against 38.4% and Amazon fees fell to $9,571.16. Refund cost rose to $2,196.26 on 143 refunds, the one cost line moving against the account.

The clearest comparison in the table is SSA34 against SSA35. They drew almost identical traffic, 9,386 sessions against 9,974, and converted at 7.36% against 3.93%. SSA34 turned that traffic into $3,996.07 of profit; SSA35 turned it into a $6,681.70 loss. Parent rows total -$2,186.34 of net profit against the account's -$2,139.99; the $46.35 difference is account level fees SellerBoard does not allocate to ASINs.

Amazon remains the whole business. Walmart revenue fell 68.3% to $1,536.53, continuing the decline from the $18,375.87 peak in March, and Walmart advertising was cut almost entirely, from $2,667.25 in August to $251.53. Whether that is a deliberate wind-down or a pause is worth settling before the October report, because the channel has now consumed advertising in every month since December without establishing a profitable base.

Spend came down 32.7% and TACoS improved 4.92 points to 24.52%, which is the headline. Underneath it the efficiency picture is mixed rather than good: ACoS widened 2.50 points to 56.77% and ROAS slipped from 1.84 to 1.76. What improved is conversion of the traffic that remained, with ad CVR up from 3.89% to 4.83% on 51.6% fewer clicks. CPC rose 39.1% to $1.04, so the account bought less traffic at a higher unit price and converted a higher share of it, but each dollar of ad spend still returns less revenue than it did in August. The portfolio table below shows where that sits.

SSA35 still takes $6,645.20 of spend, 69.5% of the total, and it is the portfolio that moved the wrong way: ACoS widened from 60.36% to 83.82% even though spend fell 31%. Cutting a budget does not fix the campaigns inside it. The encouraging line is Branded KW's, where spend fell 66% to $727.07 and ACoS more than halved from 46.88% to 22.19%, the most efficient portfolio in the account. SSA34 was given more budget, up from $851.55 to $1,541.46, and held 42.50% ACoS while delivering the account's only material profit. ALA22 spend was cut 88% to $173.55 and its ACoS improved to 41.34%, consistent with that line returning to profit.

Paid revenue fell 35.7% while organic revenue held at $22,171.62 against $22,104.82, so the August advertising was not building organic demand. Organic share is back above half of revenue at 56.8%. Buy Box is unchanged at 99.46%, so none of the traffic movement is a visibility issue.

One thing did change this month and it is worth recording. In the October 5 inventory pull, SSA35 is the only family holding FBA stock at all: all 46 of the 46 SKUs still holding FBA stock belong to it, and SSA34, ALA22, ALA19, ALA09 and ALA13 all show zero FBA units. SSA34 still sold 691 units in September, so that volume is moving seller fulfilled. The practical consequence is that FBA cover is now an SSA35-only question, and the table below is an SSA35 exception report rather than an account one. 20 SSA35 SKUs sit under 30 days of cover with no inbound units recorded against any of them.

Because the rest of the catalogue is served off platform, the real inventory risk for October sits in the Dallas replenishment calendar rather than in this table. The one question that matters for the SSA35 decision is whether the size and colour variants that are converting stay available, since a size that goes out of stock mid-test contaminates the conversion data the October decision depends on.

Otherwise the account is clean on every measured category. Seller fulfilled performance is strong in its first fully reported month: one late shipment in 664, valid tracking at 99.82% and on-time delivery at 99.08%, all comfortably inside target. Account Health Assurance is enrolled.