AORA | Amazon Performance Review

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

August 2026 was a steady month for AORA on Amazon. Net sales excluding VAT grew 2.5% month-over-month to €45,164, held through a seasonally slow window for ventilation filters with sessions up only 1.9%. Net profit reached €6,662, up 2.8% from July, with net margin at 14.75% against 14.70% and comfortably clear of the account floor. Conversion improved to 34.80% from 33.93%, so a flat audience converted slightly better, and Germany and Italy together carried 87.0% of revenue.

The primary challenge was Buy Box easing off an exceptional run. Weighted Buy Box moved from 82.00% to 79.58% across the five markets measured in both months, down 2.42 points, with France giving back the most from 70.62% to 62.69%. It remains far above the 60 to 65% baseline for a shared-listing wholesale model, so this is an easing from a strong position rather than a problem. Prices were repositioned in the final phase of August, after most of the month's Buy Box had already been recorded, and Aleksandr has confirmed the cost of goods reduction on B01JOITFZ4 from €23.82 to €19.00, which widens the competitive room on that line. Both land in September, so that is the month that tests them.

▲ WHAT WENT WELL

Margin held above the floor and PPC efficiency recovered.

Net margin 14.75% against 14.70%, both above the floor, which is 11.9 to 13.1% with sales stated net of VAT, on 2.5% more revenue. Advertising ACoS fell from 95.2% to 71.1% and ROAS rose from 1.05 to 1.41 on flat spend, resolving the July efficiency question without cutting budget. Conversion improved to 34.80% from 33.93%. Italy held 83.56% Buy Box at a 15.74% margin, confirming the March fulfillment change is durable five months on. Belgium and the Netherlands both returned above 14% margin on small volume.

▼ WHAT NEEDS ATTENTION

Spain compliance is past due, and two engine ASINs are short of stock.

The Spain packaging action moved from "in progress" to PAST DUE with €3,420.52 of at-risk sales. Spain also ran at -11.54% margin, the only loss-making market, while absorbing €119.73 of ad spend against €646.49 of sales. On stock, 4 SKUs sit under 30 days of cover and none of them has replenishment booked, including B074WRDHXJ at 12.1 days, the second largest revenue line in the catalogue.

▶ WHAT TO WATCH IN SEPTEMBER

Whether the late-August repricing lifts Buy Box back.

Buy Box eased 2.42 points like-for-like, with France down 7.93 points and Germany down 2.94. Prices were updated in the final phase of August and the cost of goods on B01JOITFZ4 came down from €23.82 to €19.00, which widens the room to compete on that line without breaking the floor. September is the month that tests both moves. The measure is Buy Box recovering toward the July level in Germany and France while margin stays above 11%, not Buy Box at any price.

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August Performance in ContextTrailing months at a glance

May 2026

€50,026

+€7.5k @ 15.00%

June 2026

€54,364

+€10.4k @ 19.14%

July 2026

€44,082

+€6.5k @ 14.70%

August 2026 (Current)

€45,164

+€6.7k @ 14.75%

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Cost WaterfallHow gross sales flow down to net profit

Net Sales (excl. VAT)

€45,164

100.0%

Ad Spend

-€485

98.9%

Amazon Fees

-€16,019

63.5%

Cost of Goods

-€21,009

16.9%

Shipping

-€76

16.8%

Refunds & Other

-€913

14.8%

Net Profit

€6,662

14.8%

🧾

Product-Level KPIsSellerBoard group by parent, all marketplaces combined

ASIN	Product	Units	Sales	Ref	Ads	Fees	COGS	VAT	Net Profit	Margin	Sess	USP	ASP	Status
B071J9QCY4	Zehnder-Filterset G4 (Aufnahme) und F7 (Förd	564	€22,547	12	€0	-€6,949	-€8,906	-€3,590	€2,737	12.14%	1,281	44.03%	€39.98	At floor
B074WRDHXJ	Zehnder - 2x Filter für ComfoAir Q350/Q450/Q	364	€12,918	3	€0	-€4,061	-€4,628	-€2,059	€2,069	16.02%	737	49.39%	€35.49	Strong
B01JOG2QXO	Zehnder Filterset für ComfoAir 350/550, F7 /	122	€5,635	2	€0	-€1,621	-€2,552	-€890	€514	9.13%	431	28.31%	€46.19	Below floor
B079MG1NCN	Zehnder Lüftungsfilterset für ComfoAir 160 G	104	€4,329	1	€0	-€1,093	-€1,826	-€708	€672	15.53%	224	46.43%	€41.63	Strong
B01JOITFZ4	Zehnder Filterset für ComfoAir 350/550, G4 (	38	€1,862	1	€0	-€525	-€722	-€296	€276	14.84%	142	26.76%	€48.99	Strong
B07CJL61JG	Zehnder Filterset für ComfoAir 200, G4 2 Stü	38	€1,528	2	€0	-€437	-€677	-€258	€120	7.84%	230	16.52%	€40.20	Below floor
B07CJJMQ48	Zehnder Filterset für ComfoAir 200, G4/F7 \|	26	€1,159	2	€0	-€298	-€478	-€179	€117	10.07%	84	30.95%	€44.56	At floor
B07CJ613P3	Zehnder Filterset für ComfoAir 180 G4/F7 \| 2	23	€1,096	0	€0	-€275	-€395	-€178	€238	21.69%	93	24.73%	€47.67	Strong
B0CWSCR1ZY	Logifilter Filter Set kompatibel für Paul Cl	40	€842	1	-€201	-€228	-€234	-€133	€31	3.70%	197	20.30%	€21.05	Below floor
B0FLFC2RJB	Logifilter Filter Set kompatibel für Paul Cl	35	€780	8	-€100	-€218	-€221	-€96	-€16	-2.07%	125	28.00%	€22.28	Loss-making
B07CJDF2DY	Zehnder Filterset für ComfoAir 180, G4 \| 2 S	11	€413	0	€0	-€105	-€168	-€66	€74	17.93%	33	33.33%	€37.52	Strong
B0F1GB49YK	Logifilter Filter kompatibel mit Vallox KWL	9	€236	1	-€184	-€89	-€63	-€27	-€144	-61.33%	110	8.18%	€26.17	Loss-making
B07CJDF2DY	Zehnder Filterset für ComfoAir 180, G4 \| 2 S	6	€218	0	€0	-€53	-€92	-€34	€39	17.95%	8	75.00%	€36.26	Strong
Total (13 active ASINs)		1,380	€53,562	33	-€485	-€15,954	-€20,962	-€8,513	€6,727	12.56%	3,695	37.35%	€38.81

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Marketplace-Level KPIsPer marketplace breakdown, the centre of this account

Marketplace	Units	Sales	vs Jul	Net Profit	Margin	Sessions	Conv %	BB %	Status
🇩🇪 Germany	994	€30,351	+7.9%	€4,711	15.52%	1,996	49.80%	77.26%	Engine
🇮🇹 Italy	236	€8,956	+2.2%	€1,410	15.74%	1,092	21.61%	83.56%	Engine
🇧🇪 Belgium	52	€1,875	-17.2%	€319	17.01%	176	29.55%	n/a	Healthy
🇫🇷 France	48	€1,837	-36.4%	€232	12.63%	255	18.82%	62.69%	Healthy
🇬🇧 UK	29	€1,232	-4.0%	-€8	-0.68%	150	19.33%	98.58%	Healthy
🇪🇸 Spain	11	€554	+68.4%	-€75	-13.54%	210	5.24%	87.94%	Loss-making
🇳🇱 Netherlands	9	€319	+7.8%	€67	21.00%	61	14.75%	n/a	Healthy
🇮🇪 Ireland	1	€39	-66.7%	€8	20.51%	n/a	n/a	n/a	Healthy
🇵🇱 Poland	0	€0	0	n/a	n/a	n/a	n/a	Inactive
🇸🇪 Sweden	0	€0	0	n/a	n/a	n/a	n/a	Inactive
Total	1,380	€45,164	+2.5%	€6,662	14.75%	3,940	35.03%	79.58%

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Buy Box PerformanceMarketplace Buy Box, five-month trail, and competitive read

Above baseline

Weighted Buy Box, like-for-like

79.58%

-2.42pp vs July, +17.1pp vs baseline

Engine markets

DE 77.3% · IT 83.6%

carrying 87.0% of revenue

Largest move

FR -7.93pp

to 62.69%, reversing part of the recovery

Best market

UK 98.6%

+3.78pp, highest of the window

Marketplace	Apr	May	Jun	Jul	Aug	Five-Month Trend
🇩🇪 Germany	71.65%	76.04%	80.70%	80.19%	77.26%	Easing -2.93pp
🇮🇹 Italy	69.28%	77.47%	76.69%	84.17%	83.56%	Holding -0.61pp
🇫🇷 France	41.10%	54.70%	60.19%	70.62%	62.69%	Down -7.93pp
🇧🇪 Belgium	39.93%	54.21%	94.12%	83.49%	no Aug report	Not measured
🇬🇧 UK	88.46%	91.51%	93.38%	94.80%	98.58%	Gaining +3.78pp
🇪🇸 Spain	91.70%	93.15%	84.20%	92.59%	87.94%	Easing -4.65pp
🇳🇱 Netherlands	n/a	27.00%	49.62%	66.10%	no Aug report	Not measured
🇮🇪 Ireland	100.00%	n/a	87.50%	96.14%	no Aug report	Not measured
🇵🇱 Poland	4.46%	n/a	n/a	31.25%	no Aug report	Not measured

🎯

Advertising IntelligencePPC in a supporting role

Efficiency recovered

Spend was held flat at €484.67 against €479.70, as July's report recommended, and efficiency recovered: ad sales grew 35.4% to €682.11, taking ACoS from 95.2% to 71.1% and ROAS from 1.05 to 1.41. Spain remains the drag at €119.73 of spend for €34.99 of sales, the worst efficiency in the account and in a market that is already loss-making and carrying a compliance action. TACoS is 0.90% and advertising runs on the three Logifilter ASINs only, the intended posture on an account driven by Buy Box and pricing.

Marketplace	Aug Spend	Aug Ad Sales	Aug ACoS	Orders	Jul Spend	Jul ACoS	Status
Germany	€166.21	€560.28	29.7%	17	€140.54	33.2%	Efficient
Spain	€119.73	€34.99	342.2%	1	€126.57	n/a	Restructure
Italy	€88.69	€86.84	102.1%	4	€70.01	129.5%	Restructure
France	€67.51	€0.00	n/a	0	€102.49	384.4%	No return
United Kingdom	€36.39	€0.00	n/a	0	€34.23	n/a	No return
Total (Sponsored Ads export)	€478.53	€682.11	70.2%	22	€473.84	94.0%

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Traffic and Sales AttributionOrganic vs paid

98.7%

Organic Sales

€53,010

1.3%

PPC Attributed Sales

€682

Attribution	August 2026	July 2026	Change
Organic sales	€53,010.22	€52,022.93	+1.9%
Organic share of revenue	98.73%	99.04%	-0.31 pp
PPC attributed sales	€682.11	€503.96	+35.4%
TACoS	0.90%	0.91%	-0.01 pp
Sessions	3,965	3,890	+1.9%
Unit session percentage	34.80%	33.93%	+0.87 pp

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Subscribe and SaveRecurring revenue base

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

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Inventory HealthDays of cover on the moving catalogue

Action Required

Four ASINs sit under 30 days of cover with no replenishment booked. The two that matter are B074WRDHXJ at 12.1 days, the second largest revenue line at €12,918.35, and B01JOITFZ4 at 7.0 days, the line whose cost of goods drops to €19.00. Only B071J9QCY4 has stock inbound, 108 units.

ASIN	SKU	Aug Sales	FBA Units	Velocity (u/day)	Days of Cover	Inbound	Status
B01JOITFZ4	ZH-350/550-G4	€1,862	11	1.58	7.0 days	none	Reorder now
B074WRDHXJ	ZH-Q350/Q450/Q600-G4	€12,918	121	10.00	12.1 days	none	Critical
B0CWSBJG75	Paul-M5+F7-FNSKU	€0	37	1.64	22.6 days	none	Tight
B079MG1NCN	ZH160-G4/F7-2 PK-FNSKU	€4,329	167	5.65	29.6 days	none	Tight
B071J9QCY4	ZH-Q350-G4/F7	€22,547	486	14.11	34.4 days	108 inbound	Monitor
B01JOG2QXO	ZH-350/500/550-G4/F7	€5,635	196	3.89	50.4 days	none	Monitor
B0F1GB49YK	Vallox-KWL-G4+F7-FNSKU	€236	44	0.75	58.7 days	none	Monitor
B0CWSCR1ZY	Paul-M5+M5-FNSKU	€842	44	0.73	60.3 days	none	Comfortable

🛡️

Account HealthPolicy compliance across the EU and UK accounts

One action past due

Spain's EPR registration is in progress and we are waiting on the registration number to submit. Amazon's packaging action has passed its due date, but no listings are impacted at this time.

Order Defect Rate

0%

across all accounts, 60 days

Policy Violations

0

IP, listing, authenticity, safety

Regulatory Compliance

1 open

Spain packaging, past due

Health Rating Range

200 – 296

all rated Healthy

Metric	Current	Target	Status
Order Defect Rate (60 days)	0% on every account	under 1%	Healthy
Negative Feedback	0%	low	Healthy
A-to-z Guarantee Claims	0%	low	Healthy
Chargeback Claims	0%	low	Healthy
Invoice Defect Rate	N/A	under 5%	n/a
Late Dispatch / Cancel / Tracking	N/A (FBA only)	n/a	FBA
Suspected IP Violations	0	0	Clean
Listing Policy Violations	0	0	Clean
Product Authenticity / Condition	0	0	Clean
Restricted Product Violations	0	0	Clean
Regulatory Compliance	Spain packaging, PAST DUE	0 open	Past due

Basis: six Account Health captures were supplied for the September review, covering the EU and UK selling accounts. Health ratings ranged from 200 to 296 out of 1,000 and every capture is rated Healthy by Amazon. Five are clean on every category; the sixth carries the Spain packaging action. The captures were not labelled by marketplace, so individual ratings are reported as a range rather than attributed to named markets. Account Health Assurance is enrolled on the accounts that qualify.

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Action PlanPrioritized next steps for September

URGENT

Clear the Spain packaging action before listings are suppressed

Amazon has marked the Spain packaging compliance action PAST DUE with €3,420.52 of at-risk sales. The July review had this as on track with a window to the end of August; that window has closed. Confirm today whether the EPR registration number has been issued on the client side, and if it has, submit it into Seller Central immediately. If it has not, escalate to Aleksandr with a specific date, because the exposure is no longer theoretical. Spain produces €646.49 a month, so the at-risk figure represents several months of that market, and suppression on a shared ASIN can remove the offer beyond Spain.

▶ Zeeshan + Aleksandr

URGENT

Book replenishment on the four ASINs under 30 days, starting with B074WRDHXJ

Four ASINs are under 30 days of cover and none has stock on order. B074WRDHXJ is at 12.1 days on 10.00 units a day and produced €12,918.35 in August, the second largest line in the catalogue. B01JOITFZ4 is at 7.0 days and is the ASIN whose cost of goods was just reduced to €19.00 from €23.82; if it goes out of stock the negotiated margin gain is not realised. B0CWSBJG75 at 22.6 days and B079MG1NCN at 29.6 days follow. Given Pan-EU replenishment lead times, orders placed now land inside September. This is a booking gap rather than a supply problem.

▶ Brand Team + Aleksandr

HIGH

Monitor Buy Box on B01JOITFZ4 after the repricing

The late-August reprice covers one ASIN, B01JOITFZ4, and landed too late to show in August Buy Box. Track its Buy Box weekly through September and confirm it moves without breaking the margin floor.

▶ Brand Team

MEDIUM

Cut advertising on lines that are not returning

Advertising is only on the three Logifilter private-label lines and it is not paying its way across the account. Pull spend back wherever the return does not justify it and hold the rest.

▶ PPC Team

AORA Amazon August 2026

Business Performance

Advertising Performance

Clear the Spain packaging action before listings are suppressed

Book replenishment on the four ASINs under 30 days, starting with B074WRDHXJ

Monitor Buy Box on B01JOITFZ4 after the repricing

Cut advertising on lines that are not returning