AORA | Amazon Performance Review

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

June 2026 was AORA's strongest month on record on Amazon EU and UK. Revenue grew 8.9% month-over-month to €64,941 and net profit crossed five figures for the first time at €10,642, a 16.39% margin. Part of that step came from a one-off €2,241 VAT adjustment credited by Amazon at account level; excluding it, profit was €8,401 at a 12.94% margin, still a record and ahead of May's 12.56%, so the underlying business improved on its own. Brand-wide Buy Box rose another 7.1 points to 79.99%, refunds halved to 12 (0.74% of units), and both engine markets grew. Overall health signal: Green.

The one item requiring action is EPR packaging compliance in France, where Amazon is requesting the packaging registration number, with €44.9K of trailing sales flagged across 14 SKUs and a deadline of August 12. The same requirement applies across multiple EU marketplaces, and the consultation to obtain the number and file it in all relevant markets is underway. On inventory, two engine ASINs sit at 15 to 21 days of cover with no inbound shipment; reorders this week keep the record pace intact.

▲ WHAT DROVE GROWTH

A record month with clean quality behind it.

Sales reached €64,941 (+8.9%), net profit €10,642 (+42.0%), and every quality signal moved the right way: Buy Box up 7.1pp to 79.99%, refunds halved to 12, sessions up 10.6% to 4,893. Germany delivered €41,998 at an 18.2% marketplace margin and Belgium jumped to a 94.12% Buy Box, +39.9pp, without any price action. The price-discipline strategy keeps converting Buy Box gains into profitable revenue rather than buying share with margin.

▼ WHAT NEEDS ATTENTION

EPR compliance and thin stock cover on two engines.

Amazon is requesting the EPR packaging registration number for France, with €44.9K of trailing sales flagged on 14 SKUs and an August 12 deadline; the same requirement spans multiple EU marketplaces. On inventory, B074WRDHXJ (20.7 days) and B01JOG2QXO (14.9 days) have no inbound shipment, and the hero B071J9QCY4 runs at 24.8 days until its 540 inbound units check in. Hero Buy Box also stays soft at 74.5%, concentrated in DE (70.8%) and FR (60.5%).

▶ WHAT TO WATCH IN JULY

File the EPR number, land the reorders, plan on the 12.9% baseline.

July's checklist: EPR registration filed across relevant EU markets before the deadline, reorders placed for the two thin-cover engines, and the 540-unit hero shipment received. The €2,241 VAT adjustment is treated as one-off, so July planning uses the 12.9% comparable margin baseline, not June's headline 16.4%. The three sub-70% Buy Box ASINs and Spain's 9-point dip get a competitive diagnosis in July.

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June Performance in ContextTrailing months at a glance

Four consecutive months of growth: €47.8K in March to €64.9K in June, with margin holding above the 10-11% wholesale floor the entire run. June is the record on both lines even on the comparable ex-adjustment basis (€8,401 at 12.94%). The growth is structural, driven by Buy Box gains and the Italy scale-up, not by promotion or price cuts.

March 2026

€47,796

+€4.9k @ 10.26%

April 2026

€56,468

+€8.5k @ 15.05%

May 2026

€59,646

+€7.5k @ 12.56%

June 2026 (Current)

€64,941

+€10.6k @ 16.39%

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Cost WaterfallHow gross sales flow down to net profit

Cost of goods at €25,594 (39.4% of gross) and Amazon fees at €17,694 (27.2%) are the two largest cost buckets, followed by VAT at €10,339 (15.9%). Fee weight eased from May's 30.6% of sales, and refund cost dropped to €394 on 12 refunds. Net profit of €10,642 includes a one-off €2,241 VAT-related adjustment credited by Amazon at account level; on a comparable basis the month lands at €8,401 and 12.94%, ahead of May's 12.56%.

Gross Sales

€64,941

100.0%

Ad Spend

-€192

99.7%

Amazon Fees

-€17,694

72.5%

Cost of Goods

-€25,594

33.0%

VAT

-€10,339

17.1%

Shipping

-€86

17.0%

Refunds & Other

-€394

16.4%

Net Profit

€10,642

16.4%

🧾

Parent-Level KPIsSellerBoard group by parent, SKU and FNSKU rows merged per ASIN

The hero B071J9QCY4 (Comfoair Q 350/450/600 G4+F7) delivered €26,584, 41% of revenue, on 654 units at a 40.1% conversion. The number two line B074WRDHXJ added €14,799 at a 92.2% Buy Box and 60.2% conversion, the cleanest performer in the catalog. Three ASINs run sub-70% Buy Box (B01JOITFZ4 at 43.9%, B07CJL61JG at 62.6%, B01JOG2QXO at 69.0%) and are July's diagnosis list. Parent rows sum to €64,904 in sales and €8,192 in product-level profit; the €10,642 account net profit additionally includes €2,450 of account-level items, among them the one-off €2,241 VAT adjustment.

Parent ASIN / Product	Units	Sales	Sessions	BB %	Conv %	Status
B071J9QCY4 · Comfoair Q 350/450/600 G4+F7	654	€26,584	1,632	74.5%	40.1%	Hero
B074WRDHXJ · Comfoair Q-series 2x G4	410	€14,799	631	92.2%	60.2%	Strong
B01JOG2QXO · ComfoAir 350/500/550 G4+F7	154	€6,967	586	69.0%	26.3%	BB watch
B079MG1NCN · ComfoAir 160 G4+F7	169	€6,943	527	82.2%	32.1%	Healthy
B07CJ613P3 · ComfoAir 180 G4+F7	52	€2,115	185	96.5%	28.1%	Healthy
B01JOITFZ4 · ComfoAir 350/550 G4	37	€1,890	230	43.9%	16.1%	BB risk
B07CJJMQ48 · ComfoAir 200 G4+F7	40	€1,737	80	87.3%	50.0%	Healthy
B07CJL61JG · ComfoAir 200 G4	41	€1,593	274	62.6%	15.0%	BB watch
B07CJDF2DY · ComfoAir 180 G4	22	€883	58	91.5%	37.9%	Healthy
B0F1GB49YK · Logifilter Vallox KWL (PL)	20	€584	237	100%	8.4%	Own listing
B0CWSCR1ZY · Logifilter Paul M5+M5 (PL)	19	€497	83	100%	14.5%	Own listing
B0CWSBJG75 · Logifilter Paul M5+F7 (PL)	12	€311	58	100%	25.9%	Own listing
Total	1,630	€64,904	4,893	79.99%	33.31%

Sessions, Buy Box and Conversion are from Amazon Business Reports summed across marketplaces; Units and Sales from SellerBoard. Account net profit of €10,642 sits above the parent-row sum by €2,450 of account-level items not allocated to products.

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Marketplace-Level KPIsPer marketplace breakdown

Germany carried 64.7% of revenue at an 18.2% marketplace margin and lifted its Buy Box to 80.7%. Italy held its breakout level at €14,070 and a 76.7% Buy Box. Belgium was the surprise of the month: €3,319 in sales with Buy Box jumping 39.9 points to 94.12%. France continued recovering (+5.5pp to 60.2%), the UK stayed strong at 93.4%, and Spain dipped 9 points to 84.2%, the one marketplace moving the wrong way. Netherlands, Ireland, Poland and Sweden remain immaterial.

Marketplace	Units	Sales (EUR)	Sessions	BB %	Conv %	Status
🇩🇪 Germany	1,129	€41,998	2,565	80.70%	44.0%	Engine, healthy
🇮🇹 Italy	313	€14,070	1,412	76.69%	22.2%	Engine, holding
🇧🇪 Belgium	76	€3,319	254	94.12%	29.9%	Sharp BB recovery
🇫🇷 France	63	€2,954	300	60.19%	21.0%	Recovering
🇬🇧 UK	28	€1,426	121	93.38%	23.1%	Strong
🇪🇸 Spain	18	€1,004	160	84.20%	11.3%	BB dip, watch
🇳🇱 Netherlands	2	€85	45	49.62%	4.4%	Improving from low
🇮🇪 Ireland	1	€48	14	87.50%	7.1%	Minimal
🇵🇱 Poland	0	€0	21	n/a	n/a	Inactive, EFN
🇸🇪 Sweden	0	€0	1	n/a	n/a	Inactive
Total	1,630	€64,904	4,893	79.99%	33.31%

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Buy Box PerformanceMarketplace-level Buy Box, 4-month trail, and competitive read

Brand-wide weighted Buy Box rose to 79.99% in June, +7.07pp on top of May's +6.72pp, and now sits well above the 60-65% wholesale baseline. Belgium made the largest move, +39.9pp to 94.12%, and France added +5.5pp to 60.19%, both still without any price adjustment. Spain gave back 9 points to 84.20% and is the one market to diagnose. At ASIN level, three products run below 70%: B01JOITFZ4 (43.9%), B07CJL61JG (62.6%) and B01JOG2QXO (69.0%), plus the hero at 74.5% with its softness concentrated in Germany (70.8%) and France (60.5%). These four are the July diagnosis list.

Brand-wide Buy Box %

79.99%

+7.07pp vs May, well above baseline

Engine markets BB

DE 80.70% · IT 76.69%

engines carry 86.4% of revenue

Largest BB gain

BE +39.9pp to 94.12%

gain without margin sacrifice

Watch item

Spain -9.0pp

84.20%, July diagnosis

Marketplace	Mar BB %	Apr BB %	May BB %	Jun BB %	4-Month Trend
🇩🇪 Germany	55.07%	71.65%	76.04%	80.70%	Third straight gain, engine
🇮🇹 Italy	45.81%	69.28%	77.47%	76.69%	Holding breakout level
🇫🇷 France	64.34%	41.10%	54.70%	60.19%	Recovery continues +5.5pp
🇧🇪 Belgium	60.00%	39.93%	54.21%	94.12%	Sharp recovery +39.9pp
🇬🇧 UK	95.67%	88.46%	91.51%	93.38%	Consistently strong
🇪🇸 Spain	93.50%	91.70%	93.15%	84.20%	Dip -9.0pp, watch
🇳🇱 Netherlands	n/a	n/a	27.00%	49.62%	Improving from May low
🇮🇪 Ireland	100.00%	100.00%	n/a	87.50%	1 unit, tiny base
🇵🇱 Poland	20.00%	4.46%	n/a	n/a	Inactive, EFN price floor

🎯

Advertising IntelligencePPC in a supporting role

PPC remains a rounding error by design for AORA: high-intent organic search drives demand in the wholesale model. June spend of €192 produced €417 in attributed sales at 46.07% ACoS and 2.17 ROAS, slightly more efficient than May on a doubled but still immaterial base. TACoS was 0.30% of revenue. No monthly tuning is warranted at this scale; the quarterly keep-or-kill review stands.

Ad Spend

€192

vs €91 in May

Ad Sales

€417

0.64% of revenue

Ad ACOS

46.07%

-1.5 pp vs May

Ad CVR

5.33%

order based

Ad CPC

€0.64

~300 clicks

Ad RPC

€1.39

rev per click

Ad Impressions

n/a

not in June PPC view

Ad Clicks

~300

derived from CPC

Ad CTR

n/a

immaterial scale

Ad Orders

16

0.98% of units

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Traffic and Sales AttributionOrganic vs paid

AORA remains an effectively all-organic brand: 99.36% of June revenue (€64,523) came from organic demand, with PPC contributing €417 (0.64%). This is the healthiest possible attribution profile for a wholesale catalog, and it means the Buy Box, not advertising, is the revenue lever that matters.

99.36%

Organic Sales

€64,523

0.64%

PPC Attributed Sales

€417

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

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

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Inventory HealthStock levels, reorder status, and risk

The reorder list is the story this month. Five ASINs sit under 30 days of cover, and two of them, B074WRDHXJ (20.7 days at 14.5 units/day) and B01JOG2QXO (14.9 days at 7.5 units/day), have no inbound shipment at all; both need purchase orders this week. The hero B071J9QCY4 is covered: 24.8 days on hand with 540 units inbound. Note B07CJJMQ48 shows zero on-hand units but 42 in Reserved (inter-FC transfers), a healthy 68.9 days of true cover; three slow lines are overstocked beyond 90 days.

ASIN	Product	FBA Stock	Velocity / day	Days of Cover	Inbound	Health
B071J9QCY4	Zehnder Q 350/450/600 G4+F7	518	20.89	24.8 days	540	Restock inbound
B074WRDHXJ	Zehnder Q-series 2x G4	301	14.54	20.7 days	0	Reorder now
B01JOG2QXO	ComfoAir 350/500/550 G4+F7	111	7.47	14.9 days	0	Reorder now
B079MG1NCN	ComfoAir 160 G4+F7	101	4.26	23.7 days	0	Reorder
B0CWSCR1ZY	Logifilter Paul M5+M5	39	1.84	21.2 days	0	Reorder
B01JOITFZ4	ComfoAir 350/550 G4	34	1.34	25.4 days	0	Monitor
B07CJL61JG	ComfoAir 200 G4	152	1.58	96.2 days	0	Overstock
B0F1GB49YK	Logifilter Vallox KWL	40	1.13	35.4 days	0	Healthy
B07CJ613P3	ComfoAir 180 G4+F7	164	1.04	157.7 days	0	Overstock
B07CJJMQ48	ComfoAir 200 G4+F7	42	0.61	68.9 days	0	Healthy, all Reserved
B0CWSBJG75	Logifilter Paul M5+F7	68	0.58	117.2 days	36	Overstock
B07CJDF2DY	ComfoAir 180 G4	31	0.38	81.6 days	0	Healthy

Top concern: B074WRDHXJ and B01JOG2QXO are the two structural risks: 20.7 and 14.9 days of cover, meaningful velocity, and zero units inbound. B074WRDHXJ was flagged in the May report as a receive-timing watch and still has no inbound shipment; at 14.5 units per day it stocks out around July 28 without a purchase order this week.

SKU transition note: Several ASINs 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 HealthPolicy compliance and performance metrics entering July

Healthy

Account Health Rating

296 / 1000

Order Defect Rate

0%

Policy Violations

0

Regulatory Compliance

1 open item

Metric	Current	Target	Status
Order Defect Rate (60 days)	0% (0 of 1,666 FBA orders)	under 1%	Healthy
Negative Feedback	0%	low	Healthy
A-to-z Guarantee Claims	0%	low	Healthy
Chargeback Claims	0%	low	Healthy
Late Dispatch / Cancel / Tracking	N/A (FBA)	n/a	FBA
Suspected IP Violations	0	0	Clean
Listing Policy Violations	0	0	Clean
Regulatory Compliance	1 issue: EPR France Packaging (14 SKUs)	0	Action Required

i

Summary: The account remains clean on every performance metric: zero defects across 1,666 FBA orders, zero policy violations, rating steady at 296. The one open item is regulatory: Amazon requests the EPR (Extended Producer Responsibility) packaging registration number for France, with €44,929 of trailing sales flagged across 14 SKUs and a deadline of August 12, 2026. The requirement applies across multiple EU marketplaces, and the consultation to obtain the registration number and file it in every relevant market is underway; the France marketplace view reflects the open item in its 204 rating. The UK account was verified clean this cycle with no violations.

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Action PlanPrioritized next steps for the coming month

HIGH

Complete the EPR packaging registration

Obtain the EPR packaging registration number and submit it for France before the August 12 deadline, then file it across all relevant EU marketplaces where the same requirement applies. This clears the one open compliance item and protects the €44.9K of flagged sales. Consultation on obtaining and cutting the number is already in progress.

▶ Compliance consultation in progress

HIGH

Reorder B074WRDHXJ and B01JOG2QXO this week

Both engine ASINs are under 21 days of cover with zero inbound: B074WRDHXJ at 20.7 days and 14.5 units per day, B01JOG2QXO at 14.9 days and 7.5 units per day. Place purchase orders this week to avoid stockouts that would hand back the Buy Box gains. B074WRDHXJ carries over from May's watch item and now needs the order placed.

▶ Brand Team

MEDIUM

Diagnose the sub-70% Buy Box ASINs

Review competing offers on the three sub-70% Buy Box ASINs (B01JOITFZ4 at 43.9%, B07CJL61JG at 62.6%, B01JOG2QXO at 69.0%) and on Spain after its 9-point dip, and identify whether the pressure is price, stock, or a new seller. No price action before the diagnosis is done; the margin floor stays.

▶ Brand Team

MEDIUM

Confirm the VAT adjustment is one-off

June profit includes a €2,241 VAT-related adjustment credited by Amazon at account level. Verify no reversal follows and treat 12.9% as the comparable margin baseline for July planning rather than June's 16.4% headline.

▶ Brand Team

MEDIUM

Receive and check in the hero shipment

540 units of B071J9QCY4 are inbound against 24.8 days of current cover at 20.9 units per day. Track the receive so the hero never breaks cover; it carries 41% of revenue and its Buy Box defense depends on availability.

▶ Brand Team

AORA Amazon June 2026

Business Performance

Advertising Performance

Complete the EPR packaging registration

Reorder B074WRDHXJ and B01JOG2QXO this week

Diagnose the sub-70% Buy Box ASINs

Confirm the VAT adjustment is one-off

Receive and check in the hero shipment