Sales Funnel + Profit Model — Amazon.com Seller (A10

A10 ranking — organic vs sponsored weight

2026 logic

Final score = Organic weight × Organic score + Sponsored weight × Sponsored score. Under A10, organic and external-traffic sales carry more ranking momentum than the same volume from a Sponsored Products click — so the default leans organic.

Organic weight, % (sponsored = 100 − organic)

Category impressions / period (search volume pool)

Competitors in results #

Avg competitor score (0–100)

Base popularity score (0–100)

External traffic quality (0–100 — Google / social / influencer, A10 signal)

Sponsored ACoS target, % (ad cost ÷ ad sales)

Our final score

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Search position

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Est. impressions / period

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Buy Box won

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How A10 differs from a velocity-only model:

Conversion rate is the single strongest factor — weak CVR caps rank regardless of ad spend.
Organic & external-traffic sales outweigh the same volume of PPC-attributed sales.
Seller authority (rating, return rate, tenure) gates Buy Box eligibility.

Reach — SEO + Sponsored

impressions → clicks

CTR (click / impression), %

CPC $ per click

Optimised title & keywords (SEO)?

Exact-match keyword budget share, %

Running a Deal / Coupon?

Digitised lever effects:

SEO: +10% CTR and text-relevance 85 vs 40 in the organic score.
Exact-match budget: up to +30% order-CR at 100% share.
Deal / Coupon: +15% impressions (deal placement) and +10% order-CR.

Interest — listing

click → cart

CR click → add-to-cart, %

Levers: A+ content, 6–7 images, comparison chart, 20-sec video, benefit-led bullets.

Decision — trust

cart → order

CR cart → order, % (base)

Rating ≥ 4.5 with strong review count?

Levers: review velocity via Vine, fast Q&A, Best Seller badge, bundle discount. Rating ≥4.5 lifts the reviews factor 85 vs 45 in the organic score.

Purchase — unit economics

FBA P&L

Sale price $

Landed cost (COGS) $/unit

Referral fee, % (category)

FBA size tier

Price above market? (A10 competitiveness signal)

FBA fulfilment fee / unit (+3.5% fuel) —

Retention — LTV

repeat purchase

Repeat-purchase rate, %

Extra cost / order $ (insert, QR)

Income tax on profit, % (set 0 to ignore; VAT handled at EU version)

Levers: Subscribe & Save, insert card with care guide, cross-sell SKUs, review follow-up. Repeat units add revenue with no extra ad spend.

Constraints & penalties

capacity · returns · fees

Stock on hand for period units

Daily processing cap orders/day

Return rate after delivery, %

Return processing cost $/return

Cancellation rate, %

Price-index CTR penalty, % (if above market)

Aged inventory (>181 days) surcharge active? 2026 FBA rule

Aged surcharge $/unit if active

What this means: if demand exceeds stock or the daily cap, sales and ad spend are throttled to the physical ceiling. Above-market price penalises CTR (worse rank). Aged inventory over 181 days adds a per-unit surcharge on top of monthly storage.

Net profit for period

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after all Amazon fees, ads, COGS, penalties & tax

Margin

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ROAS

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Units sold

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TACoS

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Funnel volumes

Model assistant

demo

Ask in plain English — the assistant reads this model, moves the right levers and explains the result. Numbers always come from the deterministic engine, never invented.

How the model works

The engine is a five-stage funnel driving a per-period P&L. Every input recalculates the whole chain instantly, so you can find the lever combination that maximises net profit. It carries the same architecture as the Ozon version of this model, with the ranking formula, fee structure and penalty blocks rebuilt for Amazon.com.

Funnel math

Impressions × CTR = clicks; clicks × CR(cart) = add-to-cart; cart × CR(order) = orders.
Orders − cancellations = net orders; net orders − returns = delivered units.
Delivered units × repeat-rate = repeat units, added with no extra ad spend — the retention effect.
The bottleneck is the lowest-converting step; a small gain there yields the largest lift in total sales.
Capacity: if delivered demand exceeds stock or daily cap × period, sales and ads are clipped to the ceiling.

A10 ranking (2026)

Amazon has never officially renamed A9 to A10; "A10" is the seller community's shorthand for observed shifts since ~2020. The model reflects the current consensus: conversion rate is the strongest single factor, organic and external-traffic sales carry more ranking momentum than the same volume of Sponsored-attributed sales, and seller authority gates Buy Box eligibility. Exact weights are not published — the 65/35 organic/sponsored default is a modelling assumption, adjustable by slider for scenario analysis.

Unit economics & FBA fees (2026)

Cost	Model value	Note
Referral fee	15% (editable 8–45%)	Most categories 15%; check your category schedule.
FBA fulfilment fee	$2.43 / $3.30 / $4.98 / $8.74 by tier	US rates updated Jan 15, 2026; +$0.08 avg increase.
Fuel & logistics surcharge	3.5% of fulfilment fee	Effective April 17, 2026.
Storage / aged inventory	surcharge from day 181	On top of monthly storage; toggle in constraints.

Advertising is modelled two ways at once: CPC × clicks gives the raw ad spend, while the ACoS target and resulting TACoS (total ad cost ÷ total revenue) show ad efficiency across the whole account, not just the ad channel.

Demonstration model. All coefficients (elasticities, position→impression decay, lever effects) are modelling assumptions chosen to illustrate direction and magnitude — Amazon does not publish exact elasticities. Fee figures reflect publicly reported 2026 rates; always confirm the exact fee for a specific ASIN in Seller Central's FBA Revenue Calculator before pricing. Replace demo numbers with your own account data to calibrate.

Adapting the model to any SKU

Nothing in the engine is tied to a particular product — the presets above (microfibre cloths, Bluetooth earbuds, face serum) just load different default values into the same fields. Switch preset to see how the economics shift: electronics carry a low 8% referral fee but a higher price, larger FBA tier and more returns; beauty runs a 15% fee above $10 but high margin and repeat rate; a household consumable is cheap, small-tier and volume-driven. To model your own SKU, set these inputs and everything recalculates:

Input	What to enter
Sale price & landed cost	Your own figures in USD.
Referral fee %	Your category's rate — 8% electronics, 15% most, 17% apparel >$20, up to 20% jewellery. Beauty & grocery are 8% under $10 and 15% above.
FBA size tier	Pick the tier matching your dimensions/weight; the fulfilment fee follows.
CTR, CR, returns, repeat	From your Business Reports — the ranges differ a lot by niche.

This is the line between self-service and custom work. An ordinary physical FBA SKU is a matter of changing these numbers — a minute of typing. A product with a different structure — subscription-first economics, parent/child variations in one listing, FBM logistics instead of FBA, or seasonal demand peaks — needs the model extended, not just re-valued. That extension is where a bespoke build adds what a fixed template or an off-the-shelf tool cannot.

Model input	Source in Amazon Seller Central
Impressions, clicks, CTR	Brand Analytics → Search Query Performance; Campaign reports
CR cart / order, CVR	Business Reports → Detail Page Sales & Traffic by ASIN
CPC, ACoS, ad sales	Advertising → Campaign Manager → bulk reports
Referral & FBA fees actual	Reports → Payments → Transaction; FBA Revenue Calculator per ASIN
Return & cancellation rate	Reports → Fulfilment → Returns; Voice of the Customer
Buy Box %, seller authority	Account Health; Business Reports (Buy Box %)
Storage & aged inventory, IPI	Inventory → Inventory Performance Index; Storage fee reports
Repeat purchase / LTV	Brand Analytics → Repeat Purchase Behavior