May 2026 was a strong month for AORA on Amazon EU and UK. Revenue grew 5.6% month-over-month to €59,646, driven by continued Italy momentum and Buy Box recovery in France. Net profit reached €7,494 at 12.56% margin, holding above the 10-11% wholesale floor and validating the price-discipline strategy. Buy Box improved across every active marketplace this month, weighted up from 66.2% in April to 72.9% in May, with France recovering 13.6pp (41% to 55%) and Belgium 14.3pp (40% to 54%) without any margin sacrifice. Account Health stayed at a 296 rating with zero policy violations across the trailing 60 days.
The structural shift of the period is Italy continuing to scale on the post-fulfillment-optimization base. Italy sales grew 15% MoM to €14,412 with Buy Box up 8pp to 77%, the trailing realization of the EFN-to-Local-FBA switch in late March that the April report flagged as the leading signal. Germany held the engine at €38,971 sales and 76% Buy Box. Germany and Italy together carried 89.5% of revenue. UK and Spain softened on small bases (€740 and €618 respectively) but Buy Box held at 91% and 93%, so the softness is demand-side, not a pricing or share event. PPC played its supporting role at €91 in spend, contributing 0.3% of revenue as expected for the wholesale model.
Buy Box recovery across every active marketplace, no margin sacrifice.
Weighted Buy Box moved from 66.20% in April to 72.92% in May, with every active marketplace ticking up. France recovered 13.6pp (41.10% to 54.70%) and Belgium 14.3pp (39.93% to 54.21%), validating the April call to hold the margin floor rather than chase Buy Box through aggressive pricing. Italy continued its breakout with Buy Box up another 8.2pp to 77.47% and sales up 15% MoM to €14,412, the trailing payoff from the late-March EFN-to-Local-FBA switch. Engine markets Germany and Italy together carried 89.5% of revenue at the wholesale baseline.
UK and Spain softened on small bases, no Buy Box issue.
UK sales declined 33% month-over-month from €1,109 to €740, and Spain dropped 39% from €1,019 to €618. Buy Box held strong in both (UK 91.51%, Spain 93.15%), so the softness is demand-side on tiny absolute volumes, not a Buy Box or pricing event. Netherlands surfaced 56 sessions and zero units in May with a 27% Buy Box, the first month it appeared with measurable traffic. Worth diagnosing whether NL is an EFN price-floor issue (similar to Poland) or a different problem before the next reporting cycle.
Italy sustainability and Belgium sales conversion.
Italy is now 24% of brand revenue, second only to Germany. If Italy holds €14k+ for a second consecutive month, the brand has a structurally diversified engine instead of a single-marketplace DE dependency, which is a material change in resilience. Belgium's Buy Box recovery (+14.3pp to 54.21%) did not yet convert to sales (-4% MoM), so the BB win needs to translate to volume in June or the diagnosis is competitor pricing eased, not AORA winning back share. Poland and Sweden remain structurally tiny and should not get attention.
February 2026
€46,740
+€4.2k @ 9.00%
March 2026
€47,796
+€4.9k @ 10.26%
April 2026
€56,468
+€8.5k @ 15.05%
May 2026 (Current)
€59,646
+€7.5k @ 12.56%
Gross Sales
€59,646
100.0%
Promo / Discounts
€0
100.00%
Amazon Fees
-€18,232
69.28%
Cost of Goods
-€23,404
30.04%
Refunds & Other
-€729
28.71%
Other adjustment [1]
-€132
12.56%
[1] Reconciliation line between SellerBoard tile Net Profit (€7,493.82) and the per-line P&L roll-up sum (€7,625.71). SellerBoard occasionally holds adjustments at the tile level that do not allocate to individual P&L line items.
| Parent ASIN / Product |
Units |
Sales |
Sessions |
BB % |
Conv % |
Status |
| B071J9QCY4 · Comfoair Q 350/450/600 G4+F7 | 673 | €26,712 | 1,569 | ~75% | 42.89% | Hero |
| B074WRDHXJ · ComfoAir Q350/Q450/Q600 G4 | 302 | €11,218 | 765 | ~76% | 39.48% | Hero |
| B079MG1NCN · ComfoAir 160 G4+F7 2pk | 171 | €7,072 | 515 | ~76% | 33.20% | Healthy |
| B01JOG2QXO · Comfoair 350/500/550 G4+F7 | 124 | €5,800 | 533 | ~58% | 23.26% | Healthy |
| B07CJL61JG · ComfoAir 200 G4 2pk | 44 | €1,703 | 299 | ~76% | 14.72% | Healthy |
| B01JOITFZ4 · Comfoair 350/550 G4 2pk | 30 | €1,506 | 178 | ~76% | 16.85% | Healthy |
| Top 6 Subtotal |
1,344 | €54,011 | 3,859 | ~73% blended | ~35% blended |
90.6% of revenue |
| Brand Total (all parents, 10 marketplaces) |
1,508 | €59,646 | 4,424 | 72.92% | 34.09% |
|
| Marketplace |
Units |
Sales (EUR) |
Sessions |
BB % |
Conv % |
Status |
| 🇩🇪 Germany | 1,057 | €38,971 | 2,418 | 76.04% | 43.71% | Engine, healthy |
| 🇮🇹 Italy | 317 | €14,412 | 1,357 | 77.47% | 23.36% | Breakout continues, +15% MoM |
| 🇫🇷 France | 70 | €3,234 | 316 | 54.70% | 22.15% | BB recovery +13.6pp |
| 🇧🇪 Belgium | 34 | €1,514 | 205 | 54.21% | 16.59% | BB up, sales flat |
| 🇬🇧 UK | 15 | €740 | 114 | 91.51% | 13.16% | Sales -33%, BB held |
| 🇪🇸 Spain | 12 | €618 | 166 | 93.15% | 7.23% | Sales -39%, BB held |
| 🇮🇪 Ireland | 1 | €48 | 0 | n/a | n/a | Tiny, 1 unit |
| 🇳🇱 Netherlands | 0 | €0 | 56 | 26.95% | 0.00% | Diagnose, 56 sessions 0 units |
| 🇵🇱 Poland | 0 | €0 | 0 | n/a | n/a | Structural EFN inactive |
| 🇸🇪 Sweden | 2 | €108 | 5 | 40.00% | 40.00% | Statistical noise |
| Total |
1,508 | €59,646 | 4,637 | 72.92% | 32.52% |
10 marketplaces |
Brand-wide Buy Box %
72.92%
+6.72pp vs April, well above baseline
Engine markets BB
DE 76.04% · IT 77.47%
both engines lifted, carry 89.5% of revenue
Largest BB recovery
FR +13.6pp · BE +14.3pp
recovery without margin sacrifice
Diagnosis flagged
Netherlands
56 sessions, zero conversion, 27% BB
| Marketplace |
Feb BB % |
Mar BB % |
Apr BB % |
May BB % |
4-Month Trend |
| 🇩🇪 Germany | 74.98% | 55.07% | 71.65% | 76.04% | Steady recovery, engine |
| 🇮🇹 Italy | 39.89% | 45.81% | 69.28% | 77.47% | Breakout continues +8.2pp |
| 🇫🇷 France | 88.36% | 64.34% | 41.10% | 54.70% | Recovery +13.6pp |
| 🇧🇪 Belgium | 92.11% | 60.00% | 39.93% | 54.21% | Recovery +14.3pp |
| 🇬🇧 UK | 75.00% | 95.67% | 88.46% | 91.51% | Consistently strong |
| 🇪🇸 Spain | 86.01% | 93.50% | 91.70% | 93.15% | Consistently healthy |
| 🇮🇪 Ireland | 100.00% | 100.00% | 100.00% | n/a | 1 unit, sess not tracked |
| 🇵🇱 Poland | 23.81% | 20.00% | 4.46% | n/a | Inactive, EFN floor |
| 🇸🇪 Sweden | 0.00% | 100.00% | 75.00% | 40.00% | Tiny volume noise |
Italy update: The April BB level (69.28%) did not just hold in May, it climbed another 8.2pp to 77.47% while sales grew 15% MoM. Two consecutive months above 69% confirms the post-fulfillment-optimization BB level is structural rather than a one-month effect. Italy is now 24% of brand revenue, second only to Germany.
France and Belgium update: The April hypothesis (competitor pricing pressure, hold the margin floor, do not chase BB) played out exactly. France recovered 13.6pp to 54.70% and Belgium 14.3pp to 54.21% without AORA touching price. France converted the BB win to sales (+55% MoM); Belgium did not (-4% MoM), which is worth a June follow-up to confirm whether BE BB recovery becomes structural demand or fades back.
Pricing posture summary:
- Germany, Italy, UK, Spain: priced at the margin floor, winning Buy Box at 76-93% on solid sales bases. These are the wholesale-ideal markets.
- France, Belgium: priced at the margin floor; Buy Box recovered to mid-50s in May from low-40s in April without price change. The April hypothesis that competitor pressure was temporary appears to be playing out.
- Netherlands: new pattern in May (56 sessions, 0 units, 27% BB). Worth diagnosing whether NL is an EFN price-floor structural issue (like Poland) before the next cycle.
- Poland: structural EFN inactive. Local VAT registration could unlock roughly €1,500 per month but the operational overhead is not justified at that scale. Status quo is the right call.
Ad Spend
€91
supporting role
Ad Sales
€192
0.32% of revenue
Ad ACOS
47.57%
stepped up vs Apr
Ad Impressions
~18K
active portfolios
Ad Clicks
150
active portfolios
| Portfolio | Spend | Ad Sales | ACOS | Status |
|---|
| Paul 200F (Logifilter) | €37.50 | €21.76 | 172.3% | Loss |
| Vallox | €33.45 | €108.05 | 30.96% | Profitable |
| Other (Zehnder family) | €20.51 | €62.47 | 32.83% | Profitable |
| Total | €91.46 | €192.28 | 47.57% | 14 active campaigns |
99.68%
Organic Sales
€59,454
0.32%
PPC Attributed Sales
€192
Not applicable for this brand. AORA does not currently run Subscribe and Save.
| ASIN |
Product |
FBA Stock |
Velocity / day |
Days of Cover |
Inbound |
Health |
| B071J9QCY4 |
Zehnder Q 350/450/600 G4+F7 |
280 |
20.97 |
13.4 days |
162 |
Restock priority |
| B074WRDHXJ |
Zehnder Q350/Q450/Q600 G4 2pk |
257 |
9.45 |
27.2 days |
108 |
Healthy with inbound |
Top concern: B071J9QCY4 (Zehnder Q 350/450/600 G4+F7) is the structural stock risk at 13.4 days of cover and 21 units per day velocity. 162 units inbound; receive timing is critical to avoid a stockout window on the brand's highest-grossing ASIN.
SKU transition note: Eight of thirteen active ASINs currently carry both an old SKU and a new FNSKU SKU as the catalog migrates. Stock and velocity numbers in the table above are summed across the SKU + FNSKU pairs at the ASIN level. FBA Stock includes both on-hand sellable units and Reserved units (inter-FC transfers, processing, and customer-order allocation), which are physically in the Amazon network and become sellable within days. The 3PL stock columns in the SellerBoard inventory file are unreliable and not used; FBA stock is the source of truth.
Account Health Rating
296 / 1000
| Metric | Current | Target | Status |
|---|
| Order Defect Rate (60 days) | 0% (0 of 1,622 FBA orders) | under 1% | Healthy |
| Negative Feedback | 0% | low | Healthy |
| A-to-z Guarantee Claims | 0% | low | Healthy |
| Chargeback Claims | 0% | low | Healthy |
| Invoice Defect Rate (7 days) | 0% (0 of 1) | under 5% | Healthy |
| Late Dispatch Rate (FBA) | N/A (FBA) | under 4% | N/A |
| Pre-Fulfillment Cancel Rate (FBA) | N/A (FBA) | under 2.5% | N/A |
| Valid Tracking Rate (FBA) | N/A (FBA) | over 95% | N/A |
| Suspected IP Violations | 0 | 0 | Clean |
| Listing Policy Violations | 0 | 0 | Clean |
| Regulatory Compliance | 0 issues | 0 | Clean |
i
Summary: AORA is in a clean operating position with zero policy violations across all categories, a perfect Order Defect Rate on 1,622 FBA orders over the trailing 60 days, and Account Health Assurance enrolled. Customer Service Performance metrics on the Seller Fulfilled side are N/A because AORA ships fully via FBA across the EU and UK accounts.
Top-velocity ASIN at 20.97 units per day with 13.4 days of FBA cover (280 units on hand including Reserved). 162 units are inbound which buys roughly 8 additional days; if receive timing slips, the brand faces a stockout window on its highest-grossing SKU (€26,712 in May, 45% of brand revenue). Confirm the receive ETA, expedite if possible, and place the next replenishment order now to avoid a second tight cycle in July. This is the single highest-impact stock action of the month.
▶ Brand Team
B074WRDHXJ (Zehnder Q350/Q450/Q600 G4 2pk) sits at 27.2 days of cover with 108 units inbound. Healthy on paper but tight if receive timing slips. Confirm the shipment is on track to hit FBA before end of June. Not urgent today but becomes urgent if the shipment is delayed by a week.
▶ Brand Team
