AORA | Amazon Performance Review

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

Net sales excluding VAT eased 5.1% to €42,852 on the seasonal low for ventilation filters. Net profit rose 2.1% to €6,848.26 and net margin reached 15.98% against 14.75%, the highest since June, on a 40.9% cut in advertising spend, eleven fewer refunds and conversion up to 35.21%. The 10 to 11% margin floor was set on VAT-inclusive sales and equates to 11.9 to 13.1% on this basis, so September clears it by about three points.

Germany, 67.9% of revenue, lifted Buy Box from 77.26% to 82.90% after the late-August repricing. The one open risk is stock: B071J9QCY4, B074WRDHXJ and B01JOG2QXO are 74.1% of revenue and hold 10.0, 18.9 and 20.9 days of cover, with 108 units inbound on the first and nothing on order on the other two.

▲ WHAT WENT WELL

Best margin since June, and the repricing worked in Germany.

Net margin 15.98% against 14.75% on sales excluding VAT, the highest since June and about three points above the floor, with net profit up 2.8% on 5.1% less revenue. Germany lifted Buy Box +5.65pp to 82.90% and grew margin to 16.76%. Advertising spend fell 40.9% to €286.43 with ACoS from 71.10% to 35.07%, refund cost fell to 1.42% of sales from 2.01%, and France grew sales +45.1%.

▼ WHAT NEEDS ATTENTION

Three top lines are short of stock.

B071J9QCY4 holds 10.0 days of cover on 38.3% of revenue, and B074WRDHXJ and B01JOG2QXO, a further 35.8%, have nothing on order. Total inbound across the catalogue is 234 units. Belgium Buy Box fell -18.23pp to 51.77% on 29.8% lower sales, the one market we are watching. Poland is the only loss-making market at -38.00%.

▶ WHAT TO WATCH IN OCTOBER

Replenishment, Belgium, and the two new AORA listings.

At September's run rate the three largest lines run out during October without orders placed now. Belgium is the one Buy Box market under watch at 51.77%. B0HJS27XYV and B0HJS2C6PS are listed across all markets and move to FBA stock, Vine and a mid-November PPC start.

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September Performance in ContextTrailing months at a glance

Sales excluding VAT, from the profit and loss workbook.

June 2026

€54,364

€10,404 @ 19.14%

July 2026

€44,082

€6,480 @ 14.70%

August 2026

€45,164

€6,662 @ 14.75%

September 2026 (Current)

€42,852

€6,848 @ 15.98%

Net sales have held in a narrow band since July, €44,082 to €42,852, the expected shape in the pre-heating-season lull. Profit has risen in each of those three months, €6,480 to €6,662 to €6,848, and margin from 14.70% to 14.75% to 15.98%. June remains the high point of the window at €54,364 and 19.14%.

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Cost WaterfallHow net sales, excluding VAT, flow down to net profit

Sales here are net of VAT, so the VAT line no longer appears as a cost and every share is measured against €42,852. UK VAT at 20% is absent from the workbook and has been deducted here, which is why net profit reads €6,848, matching the SellerBoard account panel rather than the workbook. Cost of goods fell to 46.1% of net sales from 46.5%, consistent with the B01JOITFZ4 cost reduction landing, and accounts for most of the margin gain. Amazon fees held at 35.6% against 35.5%, advertising fell to 0.67% from 1.07%, and refund cost to 1.43% from 2.02%.

Net Sales (excl. VAT)

€42,852

100.0%

Ad Spend

-€286

99.3%

Amazon Fees

-€15,273

63.7%

Cost of Goods

-€19,765

17.6%

Shipping

-€69

17.4%

Refunds & Other

-€611

16.0%

Net Profit

€6,848

16.0%

🧾

Product-Level KPIsSellerBoard group by parent, all marketplaces combined, VAT inclusive

Sales in this table are VAT inclusive, because SellerBoard does not split VAT per ASIN; the hero and the waterfall are net of VAT. B071J9QCY4 at €19,534, B074WRDHXJ at €11,653 and B01JOG2QXO at €6,693 are 74.1% of revenue and all three convert above 25%. Margin runs from 8.00% on the ComfoAir 200 G4 set to 21.62% on the ComfoAir 180 G4/F7. Advertising runs on the three Logifilter lines only, €286.43 between them.

Product	ASIN	Units	Sales	Net Profit	Margin	Sessions	Conv %	Ads	Status
Zehnder-Filterset G4 (Aufnahme) und F7 (Förderstrom)	B071J9QCY4	487	€19,502.31	€2,410.03	12.36%	1,182	41.20%	€0.00	Core
Zehnder - 2x Filter für ComfoAir Q350/Q450/Q600, G4	B074WRDHXJ	316	€11,616.40	€1,957.12	16.85%	739	42.76%	€0.00	Core
Zehnder Filterset für ComfoAir 350/550, F7 / G4 (je	B01JOG2QXO	143	€6,655.14	€592.24	8.90%	492	29.07%	€0.00	Core
Zehnder Lüftungsfilterset für ComfoAir 160 G4 / F7,	B079MG1NCN	110	€4,531.36	€682.21	15.06%	214	51.40%	€0.00	Core
Zehnder Filterset für ComfoAir 350/550, G4 (2 St.)	B01JOITFZ4	41	€1,923.36	€249.03	12.95%	109	37.61%	€0.00	Steady
Zehnder Filterset für ComfoAir 180 G4/F7 \| 2 Stück	B07CJ613P3	34	€1,607.58	€347.58	21.62%	98	34.69%	€0.00	Steady
Zehnder Filterset für ComfoAir 200, G4 2 Stück	B07CJL61JG	35	€1,375.33	€109.99	8.00%	192	18.23%	€0.00	Thin
Zehnder Filterset für ComfoAir 200, G4/F7 \| 2 Stück	B07CJJMQ48	20	€873.24	€109.99	12.60%	49	40.82%	€0.00	Steady
Logifilter Filter Set kompatibel für Paul Climos	B0FLFC2RJB	31	€701.30	€120.48	17.18%	81	38.27%	€79.89	Steady
Logifilter Filter Set kompatibel für Paul Climos 200	B0CWSCR1ZY	30	€647.40	€81.96	12.66%	115	26.09%	€88.06	Steady
Zehnder Filterset für ComfoAir 180, G4 \| 2 Stück	B07CJDF2DY	17	€645.22	€116.31	18.03%	25	68.00%	€0.00	Steady
Logifilter Filter kompatibel mit Vallox KWL 080 SE/S	B0F1GB49YK	22	€589.93	€21.73	3.68%	157	14.01%	€118.48	Thin
Zehnder Filterset für ComfoAir 180, G4 \| 2 Stück	B07CJDF2DY	3	€136.39	€21.67	15.89%	14	21.43%	€0.00	Steady
Zehnder Filterset für ComfoAir 350/550, F7 / G4 (je	B01JOG2QXO	1	€37.82	€20.62	54.52%	0	0.00%	€0.00	Steady
Zehnder - 2x Filter für ComfoAir Q350/Q450/Q600, G4	B074WRDHXJ	1	€36.59	€16.26	44.44%	0	0.00%	€0.00	Steady
Zehnder Filterset für ComfoAir 180 G4/F7 \| 2 Stück	B07CJ613P3	1	€33.65	€5.02	14.92%	28	3.57%	€0.00	Steady
Zehnder-Filterset G4 (Aufnahme) und F7 (Förderstrom)	B071J9QCY4	1	€31.78	€17.13	53.90%	4	25.00%	€0.00	Steady
Total (17 lines)		1,293	€50,944.80	€6,879.37	13.50%	3,499	36.95%	€286.43

🌐

Marketplace-Level KPIsPer marketplace breakdown, sales and margin excluding VAT

Sales and margin here exclude VAT. UK VAT at 20% is not booked in the workbook, so the UK row is taken from SellerBoard: €1,018 of net sales and €60 of profit, a 5.90% margin rather than the 21% the workbook implies. Germany and Italy are 86.4% of net sales: Germany eased 3.7% to €29,239 but lifted margin to 16.76% and Buy Box to 82.90%, and Italy eased 13.2% to €7,774 off an unusually strong August, holding a 15.51% margin. France rose +45.1% to €2,666, Belgium fell 29.8%, and Poland is the only loss-making market at -38.00% on €50 of net sales.

Marketplace	Units	Sales	vs Aug	Net Profit	Margin	Sessions	Conv %	BB %	Status
🇩🇪 Germany	934	€29,239	-3.7%	€4,899	16.76%	1,734	53.86%	82.90%	Engine
🇮🇹 Italy	209	€7,774	-13.2%	€1,206	15.51%	1,174	17.80%	71.97%	Engine
🇫🇷 France	69	€2,666	+45.1%	€398	14.93%	231	29.87%	63.26%	Growing
🇧🇪 Belgium	36	€1,316	-29.8%	€227	17.25%	202	17.82%	51.77%	Monitor
🇬🇧 UK	25	€1,018	-17.4%	€60	5.90%	120	20.83%	92.31%	Thin margin
🇪🇸 Spain	13	€598	+7.9%	€72	12.04%	122	10.66%	81.82%	Growing
🇳🇱 Netherlands	5	€181	-43.3%	€43	23.76%	64	7.81%	92.19%	Monitor
🇵🇱 Poland	2	€50	n/a	-€19	-38.00%	22	9.09%	68.12%	Loss-making
🇸🇪 Sweden	0	€0	n/a	€0	n/a	0	n/a	100.00%	Dormant
🇮🇪 Ireland	0	€0	-100.0%	-€33	n/a	0	n/a	n/a	Loss-making
Total (10 marketplaces)	1,293	€42,852	-5.1%	€6,848	15.98%	3,669	35.24%	76.81%

🏆

Buy Box PerformanceMarketplace Buy Box and the competitive read

Split result

Germany, 67.9% of revenue, went from 77.26% to 82.90%, up +5.65pp after the late-August repricing, clearing the July level. Italy returned to 71.97% after two months at 84.17% and 83.56%, which were the peak of the year rather than the norm; its March to June range was 69% to 77%. Belgium is the one market to watch, down -18.23pp to 51.77% and the only market below the 60 to 65% baseline for a shared-listing wholesale model.

Weighted Buy Box, like-for-like

76.81%

-2.27pp vs August, +14.3% vs baseline

Germany, the engine

82.90%

+5.65pp, repricing confirmed

Largest fall

Belgium -18.23pp

to 51.77%, below baseline

Markets improving

4 of 8

Germany, France, Netherlands, Poland

Marketplace	Sep 2026	Aug 2026	Change	Sessions	% of revenue	Status
🇩🇪 Germany	82.90%	77.26%	+5.65pp	1,837	67.9%	Healthy
🇮🇹 Italy	71.97%	83.56%	-11.59pp	1,238	18.5%	Normal band
🇫🇷 France	63.26%	62.69%	+0.58pp	256	6.2%	Below target
🇧🇪 Belgium	51.77%	70.00%	-18.23pp	207	3.1%	Contested
🇬🇧 UK	92.31%	98.58%	-6.27pp	124	2.4%	Strong
🇪🇸 Spain	81.82%	87.94%	-6.12pp	143	1.4%	Healthy
🇳🇱 Netherlands	92.19%	84.78%	+7.40pp	64	0.4%	Strong
🇵🇱 Poland	68.12%	40.00%	+28.12pp	23	0.1%	Below target
🇸🇪 Sweden	100.00%	100.00%	+0.00pp	1	0.0%	Strong

🎯

Advertising IntelligencePPC in a supporting role

Efficiency improved

Spend was cut 40.9% to €286.43, with ACoS from 71.10% to 35.07% and ROAS from 1.41 to 2.85. Germany carries 51.8% of spend at 22.40% ACoS and produced €661.92 of the €816.68 of ad sales; Spain was cut from €119.73 to €23.21 and returned no sales. TACoS is 0.67% of net sales and advertising runs on the three Logifilter ASINs only, the intended posture on an account driven by Buy Box and pricing.

Marketplace	Spend Sep	Spend Aug	Ad Sales	ACoS	Clicks	Orders	Aug ACoS
Germany	€148.30	€166.21	€661.92	22.40%	232	27	29.67%
Italy	€73.30	€88.69	€109.78	66.77%	112	3	102.13%
France	€41.62	€67.51	€44.98	92.53%	52	2	n/a
Spain	€23.21	€119.73	€0.00	no sales	26	0	342.18%
United Kingdom	€0.00	€42.88	€0.00	no sales	0	0	n/a
Total	€286.43	€485.02	€816.68	35.07%	422	32	71.10%

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Traffic and Sales AttributionOrganic vs paid, VAT inclusive as Amazon reports it

98.4%

Organic Sales

€50,173

1.6%

PPC Attributed Sales

€817

Attribution	September 2026	August 2026	Change
Organic sales	€50,172.61	€53,010.22	-5.4%
Organic share of revenue	98.40%	98.73%	-0.33pp
PPC attributed sales	€816.68	€682.11	+19.7%
Ad spend	€286.43	€484.67	-40.9%
TACoS (VAT inclusive basis)	0.56%	0.90%	-0.34pp
Sessions	3,672	3,965	-7.4%
Conversion (unit session %)	35.21%	34.80%	+0.41pp

Organic revenue is 98.4% of this account and fell 5.4% against total revenue down 5.0%. PPC attributed sales rose 19.7% to €816.68 on 40.9% less spend.

🔄

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, sales VAT inclusive

Action Required

Four of the twelve moving ASINs sit under 30 days of cover. B071J9QCY4, 38.3% of September revenue, has 10.0 days against a 21.07 per day run rate with 108 units inbound; B074WRDHXJ at 18.9 days and B01JOG2QXO at 20.9 days have nothing on order, a further 35.8% of revenue between them. Total inbound across the catalogue is 234 units against a combined run rate of 50.2 per day.

ASIN	Product	Sep Sales	Units	Velocity (u/day)	Days of Cover	Inbound	Status
B071J9QCY4	Zehnder-Filterset G4 (Aufnahme) und F7 (Förder	€19,534	210	21.07	10.0 days	108	Reorder now
B0F1GB49YK	Logifilter Filter kompatibel mit Vallox KWL 08	€590	20	1.32	15.2 days	36	Tight
B074WRDHXJ	Zehnder - 2x Filter für ComfoAir Q350/Q450/Q60	€11,653	226	11.97	18.9 days	none	Tight
B01JOG2QXO	Zehnder Filterset für ComfoAir 350/550, F7 / G	€6,693	124	5.93	20.9 days	none	Tight
B07CJDF2DY	Zehnder Filterset für ComfoAir 180, G4 \| 2 Stü	€782	30	0.66	45.5 days	48	Monitor
B07CJL61JG	Zehnder Filterset für ComfoAir 200, G4 2 Stück	€1,375	45	0.98	45.9 days	none	Monitor
B0CWSCR1ZY	Logifilter Filter Set kompatibel für Paul Clim	€647	66	1.37	48.2 days	none	Monitor
B079MG1NCN	Zehnder Lüftungsfilterset für ComfoAir 160 G4	€4,531	157	2.64	59.5 days	42	Monitor
B01JOITFZ4	Zehnder Filterset für ComfoAir 350/550, G4 (2	€1,923	112	1.30	86.2 days	none	Healthy
B07CJ613P3	Zehnder Filterset für ComfoAir 180 G4/F7 \| 2 S	€1,641	130	1.42	91.5 days	none	Healthy
B07CJJMQ48	Zehnder Filterset für ComfoAir 200, G4/F7 \| 2	€873	72	0.67	107.5 days	none	Healthy
B0CWSBJG75	Logifilter Filter Set kompatibel für Paul Clim	€0	115	0.88	130.7 days	none	Healthy

B0HJS27XYV and B0HJS2C6PS, both AORA-branded filter sets for the Zehnder ComfoAir range, are listed across all markets with no stock yet. Next steps are FBA inbound, Amazon Vine, then a PPC start in mid-November.

🛡️

Account HealthPolicy compliance across the EU, UK and MENA accounts

All stores healthy

August recorded the Spain packaging action as PAST DUE with €3,420.52 of at-risk sales. The September capture shows zero open regulatory compliance issues and all twelve stores rated Healthy. Confirm the registration in writing rather than from the absence of a warning on one capture.

Order Defect Rate

0%

0 defects, 60 day window

Policy Violations

0

across all ten categories

Regulatory Compliance

0 open

Spain action no longer listed

Stores Rated Healthy

12 of 12

ratings 200 to 296

Store	Health Rating	Status
Germany	296 / 1,000	Healthy
Italy	224 / 1,000	Healthy
France	204 / 1,000	Healthy
Belgium	204 / 1,000	Healthy
UK	200 / 1,000	Healthy
Spain	200 / 1,000	Healthy
Netherlands	200 / 1,000	Healthy
Sweden	200 / 1,000	Healthy
Poland	200 / 1,000	Healthy
Ireland	200 / 1,000	Healthy
UAE	200 / 1,000	Healthy
Saudi Arabia	200 / 1,000	Healthy

Captures are labelled by marketplace this month, an August action item, so ratings attribute to named stores: Germany 296, Italy 224, France and Belgium 204. Account Health Assurance is enrolled on the accounts that qualify.

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Action PlanPrioritized next steps for October

URGENT

Place replenishment orders on the three largest lines this week

B071J9QCY4 has 10.0 days of cover with 108 units inbound; B074WRDHXJ at 18.9 days and B01JOG2QXO at 20.9 days have nothing on order. Together those three ASINs are 74.1% of September revenue. At September's run rate all three run out during October, inside the heating-season replacement peak.

▶ Zeeshan + Aleksandr

HIGH

Confirm the Spain compliance action is genuinely closed

August recorded the Spain packaging action as PAST DUE with €3,420.52 of at-risk sales; the September capture shows zero open regulatory compliance issues and all twelve stores Healthy. Confirm in writing that the registration number was submitted and accepted, and record the date. Spain returned to profit at 12.04% on €598 of net sales, up 7.9%.

▶ Zeeshan + Aleksandr

HIGH

Keep Belgium under watch and fix the offer

Belgium Buy Box fell -18.23pp to 51.77%, the only market below the 60 to 65% wholesale baseline, and net sales fell 29.8% to €1,316. Margin held at 17.25%, so the economics work when it sells; the problem is winning the offer. Check the competing offers on the shared listings and reprice where the margin floor allows.

▶ Zeeshan

MEDIUM

Stop the Spain advertising spend or fix it

Spain took €23.21 of advertising in September, down from €119.73, and returned no sales for the second consecutive month. Pause the Spain campaigns or rebuild the targeting.

▶ PPC Team

HIGH

Send the two new AORA listings to FBA and book Vine

B0HJS27XYV and B0HJS2C6PS, both AORA-branded filter sets for the Zehnder ComfoAir range, are listed across all markets with content complete. Next steps are the FBA inbound, then Amazon Vine for first reviews, then a PPC start in mid-November. Own-brand supply in place of the Zehnder resale lines is the one structural move available against a 45.9% cost of goods.

▶ Zeeshan + Aleksandr

AORA Amazon September 2026

Business Performance

Advertising Performance

Place replenishment orders on the three largest lines this week

Confirm the Spain compliance action is genuinely closed

Keep Belgium under watch and fix the offer

Stop the Spain advertising spend or fix it

Send the two new AORA listings to FBA and book Vine