Three months since my first sale. 307 units. Here is what the dashboard did not show me.
I posted here in May when I got my first sale. Three months later the AU account is at 307 units on one product.
Small numbers, and I am not pretending otherwise. But they were enough to find three things I wish I had known at unit 10.
The fee estimate was not the fee. My FBA fee came out $10.85 a unit against the $10.16 estimate Seller Central was showing me, and on amazon.com.au every fee carries 10% GST that the estimate leaves out.
The referral rate moved under me. On the same SKU it went from under 6% to nearly 14% in mid July. Nothing on the dashboard said so. I only found it by pulling the settlement line items and splitting them by date.
ACoS cannot describe the worst days. When a day has zero sales there is nothing to divide, so ACoS prints a dash. Two of my worst days this month had no ACoS at all. Priced against the fees Amazon actually deducted, one of them was minus $27.
None of this shows up in the number in the screenshot. That is the part I would tell month-one me.