Acme — Monthly Performance Report

May 2026 · Amazon US · Generated 2026-06-01

What Matters Most

May performance at a glance

vs 12-mo avg vs April Trend

Sales +14.2% +14.9% → stable

Profit +15.9% +15.3% → stable

	vs 12-mo avg	vs April	Trend
Sales	+14.2%	+14.9%	→ stable
Profit	+15.9%	+15.3%	→ stable

Biggest gainer: SKU-CK-GLACIER450. Profit +$1,017 (+22%) vs Apr. Driver: volume. vs Aprvs 12-mo Click for details ▾

Biggest loss: SKU-HY-FLASK2L. Profit -$1,379 (-48%) vs 12-mo avg. Driver: mixed. vs Aprvs 12-mo12-mo decline Click for details ▾

Top opportunity (~$3,873/mo): Strong converter losing traffic — SKU-HY-FLASK2L. Jump to all opportunities →
9 SKUs look stable on revenue but underlying signals are deteriorating. Jump to Hidden Issues →

1. The Story

High-level read of what happened this month and what's driving it.

Gross Sales

$712,560

+14.9% vs April · +14.2% vs 12-mo avg

Net Profit

$161,803

+15.3% vs April · +15.9% vs 12-mo avg

Units Sold

12,090

+15.0% vs April · +14.2% vs 12-mo avg

Margin

22.7%

+0.1pp vs April · +0.3pp vs 12-mo avg

Sessions

119,627

+15.3% vs April

Headline. May delivered $712,560 in gross sales and $161,803 in net profit. Sales came in 14.2% above the 12–mo average and 14.9% above April alone. Profit came in 15.9% above the 12–mo average and 15.3% above April.

Volume vs margin. Units sold went from 10,512 in April to 12,090 in May. Blended margin moved 22.64% (April) → 22.71% (May) (+0.32 percentage points vs. 12-mo avg). Average sale price moved $58.97 → $58.94.

2. Concentration

Where the seller's revenue actually comes from. Hover any bar for the full SKU name.

Across 60 SKUs that sold in May, sales are heavily concentrated. 14 products generate the first 50% of revenue, 19 reach 60%, 25 reach 70%, and 32 reach 80%. The remaining ~28 SKUs share the final 20%.

Top 5 categories account for 100.0% of May sales: Sleep Systems ($255,908) · Power & Charging ($145,691) · Camp Kitchen ($133,956) · Hydration ($89,533) · Trail Lighting ($87,472).

All categories — May

Category	SKUs	Revenue	Revenue %	Profit	Profit %
Sleep Systems	12	$255,908	35.9%	$56,631	35.0%
Power & Charging	12	$145,691	20.4%	$30,382	18.8%
Camp Kitchen	12	$133,956	18.8%	$32,676	20.2%
Hydration	12	$89,533	12.6%	$21,495	13.3%
Trail Lighting	12	$87,472	12.3%	$20,620	12.7%

3. What Went Up

SKUs whose net profit rose more than their own normal volatility band. Click any row to see how May compares against both April and the 12-month average.

SKU Name Category Profit change Profit (May) Profit (Apr) Profit (12-mo avg) Driver Sales (May) Margin (May) Margin shift Sales trend

SKU-CK-GLACIER450 Glacier Ti Mug 450 vs Aprvs 12-mo Camp Kitchen +$4,540
+385.8% $5,717 $4,700 $1,177 volume $10,013 57.1% +1.0pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	26	103	122
Avg price/unit	$82.07	$82.07	$82.07
Sales (gross)	$2,100	$8,453	$10,013
Net profit	$1,177	$4,700	$5,717
Margin	56.1%	55.6%	57.1%
Sessions	223	898	1,064
Conversion	11.47%	11.47%	11.47%
ACoS	14.2%	14.2%	14.2%
Ad spend	-$299	-$1,204	-$1,426
COGS/unit	$0.00	$0.00	$0.00
Refund rate	3.6%	3.9%	3.3%

Inventory as of 2026-06-01: 🟢 healthy · 77 days of supply · 315 sellable · 54 on order · 15 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$1,017 (+21.6%)	+$4,540 (+385.8%)
Sales change	+$1,559 (+18.4%)	+$7,913 (+376.9%)
Units change	+18.4%	+376.9%
Margin shift	+1.5pp	+1.0pp

Why it moved

sessions rose 377% (223 → 1,064)

Driver: volume — units rose 377%; margin expanded 1.0 percentage points — traffic-driven — sessions up 377%, conversion roughly flat

SKU-SS-0044 Drift Hammock vs Apr12-mo decline Sleep Systems +$2,610
+25.9% $12,683 $10,074 $10,049 minor $44,791 28.3% +0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	292	292	366
Avg price/unit	$122.38	$122.38	$122.38
Sales (gross)	$35,745	$35,735	$44,791
Net profit	$10,049	$10,074	$12,683
Margin	28.2%	28.2%	28.3%
Sessions	2,357	2,357	2,954
Conversion	12.39%	12.39%	12.39%
ACoS	5.2%	5.2%	5.2%
Ad spend	-$1,870	-$1,869	-$2,343
COGS/unit	$50.29	$50.29	$50.29
Refund rate	2.0%	2.1%	1.9%

Inventory as of 2026-06-01: 🟡 low · 51 days of supply · 618 sellable · 180 on order · 30 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$2,610 (+25.9%)	+$2,634 (+26.2%)
Sales change	+$9,056 (+25.3%)	+$9,046 (+25.3%)
Units change	+25.3%	+25.3%
Margin shift	+0.1pp	+0.2pp

Why it moved

inventory low — 51 days of supply (below 60-day target; 180 on order)
sessions rose 25% (2,357 → 2,954)

Driver: minor — units rose 25%; margin expanded 0.2 percentage points

SKU-SS-0046 Juniper Cot vs Aprvs 12-mo12-mo decline Sleep Systems +$1,917
+28.2% $8,718 $6,584 $6,801 volume $33,072 26.4% +0.4pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	168	159	212
Avg price/unit	$156.00	$156.00	$156.00
Sales (gross)	$26,260	$24,804	$33,072
Net profit	$6,801	$6,584	$8,718
Margin	25.9%	26.5%	26.4%
Sessions	1,926	1,819	2,425
Conversion	8.74%	8.74%	8.74%
ACoS	7.2%	7.2%	7.2%
Ad spend	-$1,900	-$1,795	-$2,393
COGS/unit	$62.48	$62.48	$62.48
Refund rate	2.7%	2.5%	2.8%

Inventory as of 2026-06-01: 🟡 low · 52 days of supply · 364 sellable · 85 on order · 18 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$2,134 (+32.4%)	+$1,917 (+28.2%)
Sales change	+$8,268 (+33.3%)	+$6,812 (+25.9%)
Units change	+33.3%	+25.9%
Margin shift	-0.2pp	+0.4pp

Why it moved

inventory low — 52 days of supply (below 60-day target; 85 on order)
sessions rose 26% (1,926 → 2,425)

Driver: volume — units rose 26%; margin expanded 0.4 percentage points — traffic-driven — sessions up 26%, conversion roughly flat

SKU-TL-AURORA400 Aurora 400 Camp Lantern vs Aprvs 12-mo Trail Lighting +$1,715
+76.3% $3,963 $1,451 $2,248 volume $20,285 19.5% -1.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	256	231	518
Avg price/unit	$42.78	$39.16	$39.16
Sales (gross)	$10,853	$9,046	$20,285
Net profit	$2,248	$1,451	$3,963
Margin	20.8%	16.0%	19.5%
Sessions	2,222	2,100	3,488
Conversion	11.32%	11.00%	14.85%
ACoS	11.8%	12.0%	9.0%
Ad spend	-$1,252	-$1,086	-$1,826
COGS/unit	$15.66	$15.66	$15.66
Refund rate	1.5%	1.3%	1.5%

Inventory as of 2026-06-01: 🟡 low · 45 days of supply · 779 sellable · 246 on order · 38 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$2,513 (+173.2%)	+$1,715 (+76.3%)
Sales change	+$11,239 (+124.2%)	+$9,432 (+86.9%)
Units change	+124.2%	+102.6%
Margin shift	+3.5pp	-1.2pp

Why it moved

inventory low — 45 days of supply (below 60-day target; 246 on order)
price dropped from $42.78 (12-mo avg) to $39.16 (May) (-8%)
ad cost per unit dropped from $4.90 (12-mo avg) to $3.52 (May) (-28%)
sessions rose 57% (2,222 → 3,488)
conversion rose from 11.32% (12-mo avg) to 14.85% (May) (+3.53pp)

Driver: volume — units rose 103%; margin compressed 1.2 percentage points — traffic and conversion both up (sessions 57%, conversion 31%)

SKU-SS-0041 Granite Sleeping Bag vs Apr12-mo decline Sleep Systems +$1,486
+32.9% $6,003 $4,517 $5,193 minor $31,174 19.3% -0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	317	281	372
Avg price/unit	$83.80	$83.80	$83.80
Sales (gross)	$26,558	$23,548	$31,174
Net profit	$5,193	$4,517	$6,003
Margin	19.5%	19.2%	19.3%
Sessions	5,138	4,556	6,031
Conversion	6.17%	6.17%	6.17%
ACoS	8.7%	8.7%	8.7%
Ad spend	-$2,313	-$2,051	-$2,715
COGS/unit	$36.31	$36.31	$36.31
Refund rate	2.9%	2.8%	3.0%

Inventory as of 2026-06-01: 🟢 healthy · 67 days of supply · 830 sellable · 139 on order · 41 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$1,486 (+32.9%)	+$809 (+15.6%)
Sales change	+$7,626 (+32.4%)	+$4,616 (+17.4%)
Units change	+32.4%	+17.4%
Margin shift	+0.1pp	-0.2pp

Why it moved

sessions rose 17% (5,138 → 6,031)

Driver: minor — units rose 17%; margin compressed 0.2 percentage points

SKU-PC-0060 Trail Dynamo vs 12-mo Power & Charging +$1,478
+203.8% $2,203 $2,007 $725 volume $10,211 21.6% +0.7pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	32	86	94
Avg price/unit	$108.63	$108.63	$108.63
Sales (gross)	$3,467	$9,342	$10,211
Net profit	$725	$2,007	$2,203
Margin	20.9%	21.5%	21.6%
Sessions	269	726	793
Conversion	11.85%	11.85%	11.85%
ACoS	9.7%	9.7%	9.7%
Ad spend	-$338	-$911	-$996
COGS/unit	$44.64	$44.64	$44.64
Refund rate	4.4%	4.7%	4.3%

Inventory as of 2026-06-01: 🟡 low · 53 days of supply · 167 sellable · 69 on order · 8 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$196 (+9.8%)	+$1,478 (+203.8%)
Sales change	+$869 (+9.3%)	+$6,744 (+194.5%)
Units change	+9.3%	+194.5%
Margin shift	+0.1pp	+0.7pp

Why it moved

inventory low — 53 days of supply (below 60-day target; 69 on order)
sessions rose 194% (269 → 793)

Driver: volume — units rose 195%; margin expanded 0.7 percentage points — traffic-driven — sessions up 194%, conversion roughly flat

SKU-CK-0005 Granite Spork Set vs Aprvs 12-mo Camp Kitchen +$1,281
+36.0% $4,838 $3,460 $3,557 volume $15,333 31.6% +0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	189	189	255
Avg price/unit	$60.13	$60.13	$60.13
Sales (gross)	$11,365	$11,365	$15,333
Net profit	$3,557	$3,460	$4,838
Margin	31.3%	30.4%	31.6%
Sessions	1,551	1,551	2,093
Conversion	12.18%	12.19%	12.18%
ACoS	7.3%	7.3%	7.3%
Ad spend	-$831	-$831	-$1,121
COGS/unit	$19.50	$19.50	$19.50
Refund rate	2.0%	2.1%	2.0%

Inventory as of 2026-06-01: 🟢 healthy · 74 days of supply · 625 sellable · 311 on order · 31 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$1,378 (+39.8%)	+$1,281 (+36.0%)
Sales change	+$3,969 (+34.9%)	+$3,969 (+34.9%)
Units change	+34.9%	+34.9%
Margin shift	+1.1pp	+0.2pp

Why it moved

sessions rose 35% (1,551 → 2,093)

Driver: volume — units rose 35%; margin expanded 0.2 percentage points — traffic-driven — sessions up 35%, conversion roughly flat

SKU-SS-0037 Cascade Sleeping Pad vs Apr12-mo decline Sleep Systems +$1,211
+28.8% $5,412 $4,201 $4,251 minor $23,557 23.0% +0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	241	241	304
Avg price/unit	$77.49	$77.49	$77.49
Sales (gross)	$18,662	$18,675	$23,557
Net profit	$4,251	$4,201	$5,412
Margin	22.8%	22.5%	23.0%
Sessions	2,942	2,944	3,714
Conversion	8.19%	8.19%	8.19%
ACoS	13.1%	13.1%	13.1%
Ad spend	-$2,438	-$2,440	-$3,077
COGS/unit	$27.49	$27.49	$27.49
Refund rate	2.9%	2.9%	3.0%

Inventory as of 2026-06-01: 🟡 low · 52 days of supply · 532 sellable · 41 on order · 26 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$1,211 (+28.8%)	+$1,161 (+27.3%)
Sales change	+$4,882 (+26.1%)	+$4,895 (+26.2%)
Units change	+26.1%	+26.2%
Margin shift	+0.5pp	+0.2pp

Why it moved

inventory low — 52 days of supply (below 60-day target; 41 on order)
sessions rose 26% (2,942 → 3,714)

Driver: minor — units rose 26%; margin expanded 0.2 percentage points

SKU-H-0031 Summit Flow Meter vs Apr12-mo decline Hydration +$1,193
+34.4% $4,659 $3,466 $3,704 margin $14,958 31.1% +0.4pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	252	238	313
Avg price/unit	$47.79	$47.79	$47.79
Sales (gross)	$12,043	$11,374	$14,958
Net profit	$3,704	$3,466	$4,659
Margin	30.7%	30.5%	31.1%
Sessions	4,390	4,146	5,452
Conversion	5.74%	5.74%	5.74%
ACoS	9.6%	9.6%	9.6%
Ad spend	-$1,159	-$1,095	-$1,440
COGS/unit	$13.46	$13.46	$13.46
Refund rate	3.5%	3.4%	3.5%

Inventory as of 2026-06-01: 🟢 healthy · 77 days of supply · 807 sellable · 71 on order · 40 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$1,193 (+34.4%)	+$955 (+25.8%)
Sales change	+$3,584 (+31.5%)	+$2,915 (+24.2%)
Units change	+31.5%	+24.2%
Margin shift	+0.7pp	+0.4pp

Why it moved

sessions rose 24% (4,390 → 5,452)

Driver: margin — units rose 24%; margin expanded 0.4 percentage points

SKU-PC-0057 Ridge Power Station vs Apr12-mo decline Power & Charging +$1,099
+23.3% $5,820 $4,721 $5,596 margin $25,313 23.0% +0.5pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	247	211	252
Avg price/unit	$100.45	$100.45	$100.45
Sales (gross)	$24,836	$21,195	$25,313
Net profit	$5,596	$4,721	$5,820
Margin	22.5%	22.3%	23.0%
Sessions	2,828	2,413	2,882
Conversion	8.74%	8.74%	8.74%
ACoS	8.8%	8.8%	8.8%
Ad spend	-$2,189	-$1,868	-$2,231
COGS/unit	$40.84	$40.84	$40.84
Refund rate	4.4%	4.3%	4.4%

Inventory as of 2026-06-01: 🟡 low · 38 days of supply · 320 sellable · 123 on order · 16 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$1,099 (+23.3%)	+$224 (+4.0%)
Sales change	+$4,118 (+19.4%)	+$477 (+1.9%)
Units change	+19.4%	+1.9%
Margin shift	+0.7pp	+0.5pp

Why it moved

inventory low — 38 days of supply (below 60-day target; 123 on order)

Driver: margin — units rose 2%; margin expanded 0.5 percentage points

SKU-CK-0009 Ridge Dutch Oven vs 12-mo12-mo decline Camp Kitchen +$1,064
+29.1% $4,715 $4,247 $3,651 volume $15,164 31.1% -0.1pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	141	166	182
Avg price/unit	$83.32	$83.32	$83.32
Sales (gross)	$11,727	$13,831	$15,164
Net profit	$3,651	$4,247	$4,715
Margin	31.2%	30.7%	31.1%
Sessions	1,418	1,673	1,834
Conversion	9.92%	9.92%	9.92%
ACoS	10.8%	10.8%	10.8%
Ad spend	-$1,262	-$1,488	-$1,631
COGS/unit	$25.26	$25.26	$25.26
Refund rate	3.4%	3.6%	3.3%

Inventory as of 2026-06-01: 🟢 healthy · 74 days of supply · 451 sellable · 169 on order · 22 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$468 (+11.0%)	+$1,064 (+29.1%)
Sales change	+$1,333 (+9.6%)	+$3,437 (+29.3%)
Units change	+9.6%	+29.3%
Margin shift	+0.4pp	-0.1pp

Why it moved

sessions rose 29% (1,418 → 1,834)

Driver: volume — units rose 29%; margin compressed 0.1 percentage points — traffic-driven — sessions up 29%, conversion roughly flat

SKU-SS-0038 Basecamp Down Quilt vs Aprvs 12-mo Sleep Systems +$1,056
+35.0% $4,076 $3,313 $3,020 volume $27,673 14.7% -0.0pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	275	288	372
Avg price/unit	$74.39	$74.39	$74.39
Sales (gross)	$20,482	$21,424	$27,673
Net profit	$3,020	$3,313	$4,076
Margin	14.8%	15.5%	14.7%
Sessions	1,914	2,003	2,587
Conversion	14.38%	14.38%	14.38%
ACoS	11.7%	11.7%	11.7%
Ad spend	-$2,390	-$2,500	-$3,229
COGS/unit	$32.74	$32.74	$32.74
Refund rate	3.9%	3.8%	4.0%

Inventory as of 2026-06-01: 🟡 low · 40 days of supply · 502 sellable · 163 on order · 25 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$764 (+23.1%)	+$1,056 (+35.0%)
Sales change	+$6,249 (+29.2%)	+$7,191 (+35.1%)
Units change	+29.2%	+35.1%
Margin shift	-0.7pp	-0.0pp

Why it moved

inventory low — 40 days of supply (below 60-day target; 163 on order)
sessions rose 35% (1,914 → 2,587)

Driver: volume — units rose 35%; margin compressed 0.0 percentage points — traffic-driven — sessions up 35%, conversion roughly flat

SKU-H-0029 Granite Gravity Bag vs Apr12-mo decline Hydration +$945
+24.9% $4,733 $3,789 $3,760 minor $17,798 26.6% -0.0pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	412	413	518
Avg price/unit	$34.36	$34.36	$34.36
Sales (gross)	$14,142	$14,191	$17,798
Net profit	$3,760	$3,789	$4,733
Margin	26.6%	26.7%	26.6%
Sessions	2,652	2,661	3,337
Conversion	15.52%	15.52%	15.52%
ACoS	8.2%	8.2%	8.2%
Ad spend	-$1,160	-$1,164	-$1,460
COGS/unit	$10.12	$10.12	$10.12
Refund rate	4.3%	4.4%	4.2%

Inventory as of 2026-06-01: 🟡 low · 39 days of supply · 665 sellable · 222 on order · 33 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$945 (+24.9%)	+$974 (+25.9%)
Sales change	+$3,608 (+25.4%)	+$3,656 (+25.9%)
Units change	+25.4%	+25.9%
Margin shift	-0.1pp	-0.0pp

Why it moved

inventory low — 39 days of supply (below 60-day target; 222 on order)
sessions rose 26% (2,652 → 3,337)

Driver: minor — units rose 26%; margin compressed 0.0 percentage points

SKU-SS-0045 Ridge Underquilt vs 12-mo Sleep Systems +$910
+26.6% $4,329 $3,962 $3,419 volume $15,831 27.3% +0.3pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	102	121	128
Avg price/unit	$123.68	$123.68	$123.68
Sales (gross)	$12,646	$14,965	$15,831
Net profit	$3,419	$3,962	$4,329
Margin	27.0%	26.5%	27.3%
Sessions	1,514	1,791	1,895
Conversion	6.76%	6.76%	6.75%
ACoS	9.4%	9.4%	9.4%
Ad spend	-$1,182	-$1,399	-$1,480
COGS/unit	$46.45	$46.45	$46.45
Refund rate	3.2%	3.3%	3.1%

Inventory as of 2026-06-01: 🟡 low · 57 days of supply · 242 sellable · 68 on order · 12 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$367 (+9.3%)	+$910 (+26.6%)
Sales change	+$866 (+5.8%)	+$3,185 (+25.2%)
Units change	+5.8%	+25.2%
Margin shift	+0.9pp	+0.3pp

Why it moved

inventory low — 57 days of supply (below 60-day target; 68 on order)
sessions rose 25% (1,514 → 1,895)

Driver: volume — units rose 25%; margin expanded 0.3 percentage points — traffic-driven — sessions up 25%, conversion roughly flat

SKU-H-0033 Ridge Collapsible Jug vs Aprvs 12-mo12-mo decline Hydration +$751
+36.5% $2,811 $1,995 $2,060 volume $9,050 31.1% +0.5pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	143	137	193
Avg price/unit	$46.89	$46.89	$46.89
Sales (gross)	$6,717	$6,424	$9,050
Net profit	$2,060	$1,995	$2,811
Margin	30.6%	31.1%	31.1%
Sessions	2,168	2,073	2,921
Conversion	6.61%	6.61%	6.61%
ACoS	5.1%	5.1%	5.1%
Ad spend	-$340	-$325	-$457
COGS/unit	$14.66	$14.66	$14.66
Refund rate	4.2%	4.4%	4.1%

Inventory as of 2026-06-01: 🟡 low · 52 days of supply · 334 sellable · 96 on order · 16 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$816 (+40.9%)	+$751 (+36.5%)
Sales change	+$2,626 (+40.9%)	+$2,333 (+34.7%)
Units change	+40.9%	+34.7%
Margin shift	+0.0pp	+0.5pp

Why it moved

inventory low — 52 days of supply (below 60-day target; 96 on order)
sessions rose 35% (2,168 → 2,921)

Driver: volume — units rose 35%; margin expanded 0.5 percentage points — traffic-driven — sessions up 35%, conversion roughly flat

SKU-PC-0051 Boreal Charger Hub vs Apr12-mo decline Power & Charging +$698
+35.3% $2,675 $1,977 $2,732 minor $13,330 20.1% -0.1pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	179	128	175
Avg price/unit	$76.17	$76.17	$76.17
Sales (gross)	$13,628	$9,750	$13,330
Net profit	$2,732	$1,977	$2,675
Margin	20.1%	20.3%	20.1%
Sessions	1,554	1,112	1,520
Conversion	11.51%	11.51%	11.51%
ACoS	8.4%	8.4%	8.4%
Ad spend	-$1,148	-$821	-$1,123
COGS/unit	$32.21	$32.21	$32.21
Refund rate	2.7%	3.1%	2.9%

Inventory as of 2026-06-01: 🟢 healthy · 71 days of supply · 412 sellable · 99 on order · 20 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$698 (+35.3%)	-$57 (-2.1%)
Sales change	+$3,580 (+36.7%)	-$298 (-2.2%)
Units change	+36.7%	-2.2%
Margin shift	-0.2pp	-0.1pp

Why it moved

Sellerboard data alone doesn't surface a single dominant cause — likely a mix.

Driver: minor — units fell 2%; margin compressed 0.1 percentage points

SKU-H-0032 Drift Bite Valve Kit vs Aprvs 12-mo Hydration +$668
+39.1% $2,376 $1,916 $1,708 volume $10,181 23.3% +0.0pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	182	203	253
Avg price/unit	$40.24	$40.24	$40.24
Sales (gross)	$7,337	$8,169	$10,181
Net profit	$1,708	$1,916	$2,376
Margin	23.3%	23.5%	23.3%
Sessions	1,870	2,082	2,595
Conversion	9.75%	9.75%	9.75%
ACoS	10.3%	10.3%	10.3%
Ad spend	-$753	-$839	-$1,045
COGS/unit	$13.16	$13.16	$13.16
Refund rate	4.3%	4.4%	4.3%

Inventory as of 2026-06-01: 🟡 low · 58 days of supply · 493 sellable · 183 on order · 24 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$460 (+24.0%)	+$668 (+39.1%)
Sales change	+$2,012 (+24.6%)	+$2,844 (+38.8%)
Units change	+24.6%	+38.8%
Margin shift	-0.1pp	+0.0pp

Why it moved

inventory low — 58 days of supply (below 60-day target; 183 on order)
sessions rose 39% (1,870 → 2,595)

Driver: volume — units rose 39%; margin expanded 0.0 percentage points — traffic-driven — sessions up 39%, conversion roughly flat

SKU-SS-0042 Ember Pad Ultralight vs Apr12-mo decline Sleep Systems +$563
+23.6% $2,946 $2,383 $2,427 margin $12,040 24.5% +0.8pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	100	99	118
Avg price/unit	$102.03	$102.03	$102.03
Sales (gross)	$10,220	$10,101	$12,040
Net profit	$2,427	$2,383	$2,946
Margin	23.7%	23.6%	24.5%
Sessions	744	736	877
Conversion	13.46%	13.45%	13.45%
ACoS	11.1%	11.1%	11.1%
Ad spend	-$1,137	-$1,124	-$1,340
COGS/unit	$37.56	$37.56	$37.56
Refund rate	3.7%	4.0%	3.4%

Inventory as of 2026-06-01: 🟢 healthy · 72 days of supply · 283 sellable · 73 on order · 14 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$563 (+23.6%)	+$519 (+21.4%)
Sales change	+$1,939 (+19.2%)	+$1,820 (+17.8%)
Units change	+19.2%	+17.8%
Margin shift	+0.9pp	+0.8pp

Why it moved

sessions rose 18% (744 → 877)

Driver: margin — units rose 18%; margin expanded 0.8 percentage points

SKU-TL-0020 Drift Headlamp Pro vs Aprvs 12-mo12-mo decline Trail Lighting +$454
+27.3% $2,112 $1,632 $1,659 margin $10,364 20.4% +0.6pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	199	192	247
Avg price/unit	$41.96	$41.96	$41.96
Sales (gross)	$8,368	$8,056	$10,364
Net profit	$1,659	$1,632	$2,112
Margin	19.8%	20.3%	20.4%
Sessions	1,534	1,477	1,900
Conversion	13.00%	13.00%	13.00%
ACoS	15.8%	15.8%	15.8%
Ad spend	-$1,324	-$1,274	-$1,639
COGS/unit	$12.86	$12.86	$12.86
Refund rate	4.2%	4.2%	4.0%

Inventory as of 2026-06-01: 🟡 low · 50 days of supply · 412 sellable · 38 on order · 20 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$480 (+29.4%)	+$454 (+27.3%)
Sales change	+$2,308 (+28.6%)	+$1,997 (+23.9%)
Units change	+28.6%	+23.9%
Margin shift	+0.1pp	+0.6pp

Why it moved

inventory low — 50 days of supply (below 60-day target; 38 on order)
sessions rose 24% (1,534 → 1,900)

Driver: margin — units rose 24%; margin expanded 0.6 percentage points

SKU-CK-0006 Ember Cutting Board vs Aprvs 12-mo12-mo decline Camp Kitchen +$425
+27.2% $1,986 $1,565 $1,561 margin $11,181 17.8% +0.9pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	170	172	205
Avg price/unit	$54.54	$54.54	$54.54
Sales (gross)	$9,249	$9,381	$11,181
Net profit	$1,561	$1,565	$1,986
Margin	16.8%	16.7%	17.8%
Sessions	1,761	1,786	2,129
Conversion	9.63%	9.63%	9.63%
ACoS	11.5%	11.5%	11.5%
Ad spend	-$1,062	-$1,078	-$1,284
COGS/unit	$22.27	$22.27	$22.27
Refund rate	3.0%	2.9%	2.9%

Inventory as of 2026-06-01: 🟡 low · 58 days of supply · 394 sellable · 182 on order · 19 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$421 (+26.9%)	+$425 (+27.2%)
Sales change	+$1,800 (+19.2%)	+$1,932 (+20.9%)
Units change	+19.2%	+20.9%
Margin shift	+1.1pp	+0.9pp

Why it moved

inventory low — 58 days of supply (below 60-day target; 182 on order)
sessions rose 21% (1,761 → 2,129)

Driver: margin — units rose 21%; margin expanded 0.9 percentage points

SKU-SS-0048 Trail Camp Blanket vs Apr12-mo decline Sleep Systems +$310
+32.8% $1,253 $943 $998 minor $6,845 18.3% +0.1pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	149	145	186
Avg price/unit	$36.80	$36.80	$36.80
Sales (gross)	$5,477	$5,336	$6,845
Net profit	$998	$943	$1,253
Margin	18.2%	17.7%	18.3%
Sessions	1,507	1,468	1,883
Conversion	9.88%	9.88%	9.88%
ACoS	10.4%	10.4%	10.4%
Ad spend	-$568	-$554	-$710
COGS/unit	$14.42	$14.42	$14.42
Refund rate	2.9%	2.8%	2.7%

Inventory as of 2026-06-01: 🟡 low · 37 days of supply · 228 sellable · 65 on order · 11 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$310 (+32.8%)	+$255 (+25.5%)
Sales change	+$1,509 (+28.3%)	+$1,368 (+25.0%)
Units change	+28.3%	+25.0%
Margin shift	+0.6pp	+0.1pp

Why it moved

inventory low — 37 days of supply (below 60-day target; 65 on order)
sessions rose 25% (1,507 → 1,883)

Driver: minor — units rose 25%; margin expanded 0.1 percentage points

SKU-H-0036 Trail Bladder Cleaner vs 12-mo Hydration +$227
+163.5% $366 $275 $139 mixed $1,485 24.7% +2.1pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	15	28	36
Avg price/unit	$41.26	$41.26	$41.26
Sales (gross)	$619	$1,155	$1,485
Net profit	$139	$275	$366
Margin	22.6%	23.8%	24.7%
Sessions	244	455	585
Conversion	6.15%	6.15%	6.15%
ACoS	7.8%	7.8%	7.8%
Ad spend	-$48	-$90	-$116
COGS/unit	$14.59	$14.59	$14.59
Refund rate	4.0%	3.6%	2.8%

Inventory as of 2026-06-01: 🟢 healthy · 72 days of supply · 86 sellable · 9 on order · 4 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$91 (+33.0%)	+$227 (+163.5%)
Sales change	+$330 (+28.6%)	+$866 (+140.0%)
Units change	+28.6%	+140.0%
Margin shift	+0.8pp	+2.1pp

Why it moved

sessions rose 140% (244 → 585)

Driver: mixed — units rose 140%; margin expanded 2.1 percentage points — traffic-driven — sessions up 140%, conversion roughly flat

SKU-TL-0019 Summit Lantern Mini vs Aprvs 12-mo Trail Lighting +$200
+20.9% $1,156 $891 $956 mixed $6,589 17.5% +0.5pp → stable

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	234	221	275
Avg price/unit	$23.96	$23.96	$23.96
Sales (gross)	$5,619	$5,295	$6,589
Net profit	$956	$891	$1,156
Margin	17.0%	16.8%	17.5%
Sessions	1,668	1,572	1,956
Conversion	14.06%	14.06%	14.06%
ACoS	9.1%	9.1%	9.1%
Ad spend	-$511	-$482	-$600
COGS/unit	$8.50	$8.50	$8.50
Refund rate	3.3%	3.2%	3.3%

Inventory as of 2026-06-01: 🟡 low · 36 days of supply · 334 sellable · 82 on order · 16 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$264 (+29.6%)	+$200 (+20.9%)
Sales change	+$1,294 (+24.4%)	+$970 (+17.3%)
Units change	+24.4%	+17.3%
Margin shift	+0.7pp	+0.5pp

Why it moved

inventory low — 36 days of supply (below 60-day target; 82 on order)
sessions rose 17% (1,668 → 1,956)

Driver: mixed — units rose 17%; margin expanded 0.5 percentage points — traffic-driven — sessions up 17%, conversion roughly flat

SKU-SS-0047 Nomad Compression Sack vs Apr12-mo decline Sleep Systems +$126
+30.3% $540 $414 $429 volume $3,640 14.8% -0.3pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	55	56	71
Avg price/unit	$51.27	$51.27	$51.27
Sales (gross)	$2,820	$2,871	$3,640
Net profit	$429	$414	$540
Margin	15.1%	14.4%	14.8%
Sessions	369	376	477
Conversion	14.89%	14.89%	14.88%
ACoS	15.9%	15.9%	15.9%
Ad spend	-$449	-$457	-$579
COGS/unit	$19.51	$19.51	$19.51
Refund rate	2.6%	3.6%	2.8%

Inventory as of 2026-06-01: 🟡 low · 59 days of supply · 139 sellable · 44 on order · 6 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$126 (+30.3%)	+$111 (+25.9%)
Sales change	+$769 (+26.8%)	+$820 (+29.1%)
Units change	+26.8%	+29.1%
Margin shift	+0.4pp	-0.3pp

Why it moved

inventory low — 59 days of supply (below 60-day target; 44 on order)
sessions rose 29% (369 → 477)

Driver: volume — units rose 29%; margin compressed 0.3 percentage points — traffic-driven — sessions up 29%, conversion roughly flat

SKU-CK-0007 Summit Coffee Press vs Apr12-mo decline Camp Kitchen +$126
+41.7% $426 $301 $376 minor $4,133 10.3% -0.3pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	118	95	138
Avg price/unit	$29.95	$29.95	$29.95
Sales (gross)	$3,544	$2,845	$4,133
Net profit	$376	$301	$426
Margin	10.6%	10.6%	10.3%
Sessions	1,061	852	1,237
Conversion	11.15%	11.15%	11.16%
ACoS	14.9%	14.9%	14.9%
Ad spend	-$526	-$423	-$614
COGS/unit	$11.98	$11.98	$11.98
Refund rate	2.7%	3.2%	2.9%

Inventory as of 2026-06-01: 🟡 low · 46 days of supply · 213 sellable · 31 on order · 10 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$126 (+41.7%)	+$50 (+13.4%)
Sales change	+$1,288 (+45.3%)	+$589 (+16.6%)
Units change	+45.3%	+16.6%
Margin shift	-0.3pp	-0.3pp

Why it moved

inventory low — 46 days of supply (below 60-day target; 31 on order)
sessions rose 17% (1,061 → 1,237)

Driver: minor — units rose 17%; margin compressed 0.3 percentage points

SKU-CK-0002 Basecamp Cook Set vs Aprvs 12-mo12-mo decline Camp Kitchen +$117
+30.0% $508 $404 $391 volume $6,658 7.6% +0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	200	197	252
Avg price/unit	$26.42	$26.42	$26.42
Sales (gross)	$5,273	$5,205	$6,658
Net profit	$391	$404	$508
Margin	7.4%	7.8%	7.6%
Sessions	1,490	1,470	1,881
Conversion	13.40%	13.40%	13.40%
ACoS	14.6%	14.6%	14.6%
Ad spend	-$770	-$760	-$972
COGS/unit	$10.81	$10.81	$10.81
Refund rate	3.3%	3.6%	3.2%

Inventory as of 2026-06-01: 🟡 low · 35 days of supply · 296 sellable · 14 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$104 (+25.8%)	+$117 (+30.0%)
Sales change	+$1,453 (+27.9%)	+$1,385 (+26.3%)
Units change	+27.9%	+26.3%
Margin shift	-0.1pp	+0.2pp

Why it moved

inventory low — 35 days of supply (below 60-day target; 0 on order)
sessions rose 26% (1,490 → 1,881)

Driver: volume — units rose 26%; margin expanded 0.2 percentage points — traffic-driven — sessions up 26%, conversion roughly flat

4. What Went Down

Same structure as Section 3, opposite direction. These are the SKUs that should drive triage first.

SKU Name Category Profit change Profit (May) Profit (Apr) Profit (12-mo avg) Driver Sales (May) Margin (May) Margin shift Sales trend

SKU-HY-FLASK2L TrailFlask 2L Reservoir vs Aprvs 12-mo12-mo decline Hydration -$1,379
-47.7% $1,510 $3,522 $2,890 mixed $6,120 24.7% -0.7pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	267	327	144
Avg price/unit	$42.50	$42.50	$42.50
Sales (gross)	$11,344	$13,898	$6,120
Net profit	$2,890	$3,522	$1,510
Margin	25.4%	25.3%	24.7%
Sessions	2,239	2,725	1,371
Conversion	11.88%	12.00%	10.50%
ACoS	8.0%	8.0%	8.0%
Ad spend	-$907	-$1,111	-$489
COGS/unit	$14.45	$14.45	$14.45
Refund rate	3.2%	3.1%	3.5%

Inventory as of 2026-06-01: 🔴 stockout · 0 days of supply · 0 sellable · 400 on order

How May compares

Metric	vs April	vs 12-mo avg
Profit change	-$2,012 (-57.1%)	-$1,379 (-47.7%)
Sales change	-$7,778 (-56.0%)	-$5,224 (-46.1%)
Units change	-56.0%	-46.1%
Margin shift	-0.7pp	-0.7pp

Why it moved

❗ stocked out — listing dead, traffic & conversion suppressed
sessions dropped 39% (2,239 → 1,371)

Driver: mixed — units fell 46%; margin compressed 0.7 percentage points — traffic-driven — sessions down 39%, conversion roughly flat

SKU-H-0034 Juniper Filter Straw vs Aprvs 12-mo Hydration -$1,335
-92.9% $103 $1,544 $1,438 mixed $28 367.7% n/a^* ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	146	155	2
Avg price/unit	$48.41	$51.54	$13.95
Sales (gross)	$7,540	$7,989	$28
Net profit	$1,438	$1,544	$103
Margin	48.0%	19.3%	367.7%
Sessions	918	971	33
Conversion	15.14%	15.96%	6.06%
ACoS	11.3%	11.3%	11.1%
Ad spend	-$850	-$900	-$3
COGS/unit	$19.99	$20.00	$8.40
Refund rate	3.2%	3.9%	0.0%

Inventory as of 2026-06-01: 🟡 low · 30 days of supply · 2 sellable

How May compares

Metric	vs April	vs 12-mo avg
Profit change	-$1,441 (-93.4%)	-$1,335 (-92.9%)
Sales change	-$7,961 (-99.7%)	-$7,512 (-99.6%)
Units change	-98.7%	-98.6%
Margin shift	n/a^*	n/a^*

Why it moved

inventory low — 30 days of supply (below 60-day target; 0 on order)
cost per unit dropped from $19.99 (12-mo avg) to $8.40 (May) (-58%)
price dropped from $48.41 (12-mo avg) to $13.95 (May) (-71%)
ad cost per unit dropped from $5.80 (12-mo avg) to $1.55 (May) (-73%)
refund rate dropped from 3.2% (12-mo avg) to 0.0% (May) (-3.2pp)
sessions dropped 96% (918 → 33)
conversion dropped from 15.14% (12-mo avg) to 6.06% (May) (-9.08pp)

Driver: mixed — units fell 99% — traffic and conversion both down (sessions 96%, conversion 60%)

SKU-PW-BRICK20K PowerBrick 20K Power Bank vs 12-mogrowing losses Power & Charging -$843
n/a -$1,096 -$128 -$253 margin $3,716 -29.5% -23.5pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	46	35	37
Avg price/unit	$100.44	$100.44	$100.44
Sales (gross)	$4,670	$3,515	$3,716
Net profit	-$253	-$128	-$1,096
Margin	-6.0%	-3.6%	-29.5%
Sessions	491	370	391
Conversion	9.47%	9.46%	9.46%
ACoS	32.2%	30.0%	57.0%
Ad spend	-$1,485	-$1,055	-$2,118
COGS/unit	$46.20	$46.20	$46.20
Refund rate	3.4%	2.9%	2.7%

Inventory as of 2026-06-01: 🟡 low · 41 days of supply · 50 sellable · 19 on order · 2 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	-$968 (n/a)	-$843 (n/a)
Sales change	+$201 (+5.7%)	-$954 (-20.4%)
Units change	+5.7%	-20.4%
Margin shift	-25.9pp	-23.5pp

Why it moved

inventory low — 41 days of supply (below 60-day target; 19 on order)
ad cost per unit rose from $31.93 (12-mo avg) to $57.25 (May) (+79%)
sessions dropped 20% (491 → 391)

Driver: margin — units fell 20%; margin compressed 23.5 percentage points

SKU-TL-0022 Juniper Clip Light vs 12-mo Trail Lighting -$743
-83.1% $151 -$91 $894 mixed $36 421.5% n/a^* ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	48	2	2
Avg price/unit	$46.43	$14.95	$17.90
Sales (gross)	$2,496	$30	$36
Net profit	$894	-$91	$151
Margin	39.5%	-304.0%	421.5%
Sessions	520	41	38
Conversion	8.56%	4.88%	5.26%
ACoS	11.5%	65.6%	13.1%
Ad spend	-$150	-$20	-$5
COGS/unit	$14.88	$10.70	$10.70
Refund rate	2.7%	0.0%	0.0%

Inventory as of 2026-06-01: 🟢 healthy · 60 days of supply · 4 sellable

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$242 (n/a)	-$743 (-83.1%)
Sales change	+$6 (+19.7%)	-$2,460 (-98.6%)
Units change	0.0%	-95.8%
Margin shift	n/a^*	n/a^*

Why it moved

cost per unit dropped from $14.88 (12-mo avg) to $10.70 (May) (-28%)
price dropped from $46.43 (12-mo avg) to $17.90 (May) (-61%)
ad cost per unit dropped from $3.13 (12-mo avg) to $2.35 (May) (-25%)
refund rate dropped from 2.7% (12-mo avg) to 0.0% (May) (-2.7pp)
sessions dropped 93% (520 → 38)
conversion dropped from 8.56% (12-mo avg) to 5.26% (May) (-3.30pp)

Driver: mixed — units fell 96% — traffic and conversion both down (sessions 93%, conversion 39%)

SKU-PC-0050 Basecamp Solar Panel 12-mo decline Power & Charging -$664
-4.0% $7,394 $7,426 $8,058 minor $29,134 25.4% +0.0pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	339	316	311
Avg price/unit	$93.68	$93.68	$93.68
Sales (gross)	$31,758	$29,603	$29,134
Net profit	$8,058	$7,426	$7,394
Margin	25.4%	25.1%	25.4%
Sessions	2,709	2,526	2,486
Conversion	12.51%	12.51%	12.51%
ACoS	14.4%	14.4%	14.4%
Ad spend	-$4,579	-$4,268	-$4,201
COGS/unit	$31.38	$31.38	$31.38
Refund rate	1.7%	1.9%	1.6%

Inventory as of 2026-06-01: 🟡 low · 47 days of supply · 489 sellable · 133 on order · 24 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	-$32 (-0.4%)	-$664 (-8.2%)
Sales change	-$468 (-1.6%)	-$2,623 (-8.3%)
Units change	-1.6%	-8.3%
Margin shift	+0.3pp	+0.0pp

Why it moved

inventory low — 47 days of supply (below 60-day target; 133 on order)

Driver: minor — units fell 8%; margin expanded 0.0 percentage points

SKU-CK-0001 Cascade Skillet 12-mo decline Camp Kitchen -$622
-3.0% $3,434 $3,375 $2,812 minor $14,824 23.2% -0.1pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	153	181	188
Avg price/unit	$78.85	$78.85	$78.85
Sales (gross)	$12,090	$14,272	$14,824
Net profit	$2,812	$3,375	$3,434
Margin	23.3%	23.6%	23.2%
Sessions	1,098	1,296	1,346
Conversion	13.97%	13.97%	13.97%
ACoS	14.0%	14.0%	14.0%
Ad spend	-$1,687	-$1,991	-$2,068
COGS/unit	$26.55	$26.55	$26.55
Refund rate	3.7%	3.9%	3.7%

Inventory as of 2026-06-01: 🟢 healthy · 72 days of supply · 451 sellable · 181 on order · 22 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$59 (+1.7%)	+$622 (+22.1%)
Sales change	+$552 (+3.9%)	+$2,733 (+22.6%)
Units change	+3.9%	+22.6%
Margin shift	-0.5pp	-0.1pp

Why it moved

sessions rose 23% (1,098 → 1,346)

Driver: minor — units rose 23%; margin compressed 0.1 percentage points

SKU-PC-0053 Granite Battery Case 12-mo decline Power & Charging -$581
-5.0% $6,073 $5,662 $6,654 margin $22,704 26.7% -0.8pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	276	237	259
Avg price/unit	$87.66	$87.66	$87.66
Sales (gross)	$24,201	$20,775	$22,704
Net profit	$6,654	$5,662	$6,073
Margin	27.5%	27.3%	26.7%
Sessions	1,982	1,701	1,859
Conversion	13.93%	13.93%	13.93%
ACoS	5.6%	5.6%	5.6%
Ad spend	-$1,350	-$1,159	-$1,267
COGS/unit	$34.70	$34.70	$34.70
Refund rate	1.8%	1.7%	1.9%

Inventory as of 2026-06-01: 🟡 low · 33 days of supply · 288 sellable · 73 on order · 14 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$411 (+7.3%)	-$581 (-8.7%)
Sales change	+$1,929 (+9.3%)	-$1,498 (-6.2%)
Units change	+9.3%	-6.2%
Margin shift	-0.5pp	-0.8pp

Why it moved

inventory low — 33 days of supply (below 60-day target; 73 on order)

Driver: margin — units fell 6%; margin compressed 0.8 percentage points

SKU-SS-0040 Alpine Bivy 12-mo decline Sleep Systems -$406
-3.0% $3,690 $3,347 $3,284 minor $23,005 16.0% -0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	170	179	194
Avg price/unit	$118.58	$118.58	$118.58
Sales (gross)	$20,188	$21,226	$23,005
Net profit	$3,284	$3,347	$3,690
Margin	16.2%	15.8%	16.0%
Sessions	2,034	2,139	2,318
Conversion	8.37%	8.37%	8.37%
ACoS	15.9%	15.9%	15.9%
Ad spend	-$3,204	-$3,369	-$3,651
COGS/unit	$50.31	$50.31	$50.31
Refund rate	2.0%	2.2%	2.1%

Inventory as of 2026-06-01: 🟡 low · 37 days of supply · 238 sellable · 81 on order · 11 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$343 (+10.2%)	+$406 (+12.4%)
Sales change	+$1,779 (+8.4%)	+$2,816 (+14.0%)
Units change	+8.4%	+14.0%
Margin shift	+0.3pp	-0.2pp

Why it moved

inventory low — 37 days of supply (below 60-day target; 81 on order)

Driver: minor — units rose 14%; margin compressed 0.2 percentage points

SKU-PC-0059 Nomad Splitter 12-mo decline Power & Charging -$330
-5.0% $1,720 $1,754 $2,051 minor $7,831 22.0% +0.4pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	120	103	99
Avg price/unit	$79.10	$79.10	$79.10
Sales (gross)	$9,505	$8,147	$7,831
Net profit	$2,051	$1,754	$1,720
Margin	21.6%	21.5%	22.0%
Sessions	1,479	1,268	1,218
Conversion	8.13%	8.12%	8.13%
ACoS	10.3%	10.3%	10.3%
Ad spend	-$981	-$841	-$808
COGS/unit	$32.15	$32.15	$32.15
Refund rate	2.2%	1.9%	2.0%

Inventory as of 2026-06-01: 🟡 low · 45 days of supply · 149 sellable · 55 on order · 7 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	-$33 (-1.9%)	-$330 (-16.1%)
Sales change	-$316 (-3.9%)	-$1,674 (-17.6%)
Units change	-3.9%	-17.6%
Margin shift	+0.4pp	+0.4pp

Why it moved

inventory low — 45 days of supply (below 60-day target; 55 on order)
sessions dropped 18% (1,479 → 1,218)

Driver: minor — units fell 18%; margin expanded 0.4 percentage points

SKU-CK-0010 Juniper Utensil Roll 12-mo decline Camp Kitchen -$300
-3.0% $1,693 $1,447 $1,392 mixed $10,361 16.3% -0.7pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	205	211	260
Avg price/unit	$39.85	$39.85	$39.85
Sales (gross)	$8,176	$8,408	$10,361
Net profit	$1,392	$1,447	$1,693
Margin	17.1%	17.2%	16.3%
Sessions	2,984	3,068	3,781
Conversion	6.88%	6.88%	6.88%
ACoS	14.5%	14.5%	14.5%
Ad spend	-$1,182	-$1,216	-$1,498
COGS/unit	$14.06	$14.06	$14.06
Refund rate	3.5%	3.3%	3.5%

Inventory as of 2026-06-01: 🟡 low · 34 days of supply · 299 sellable · 132 on order · 14 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$246 (+17.0%)	+$300 (+21.6%)
Sales change	+$1,953 (+23.2%)	+$2,185 (+26.7%)
Units change	+23.2%	+26.7%
Margin shift	-0.9pp	-0.7pp

Why it moved

inventory low — 34 days of supply (below 60-day target; 132 on order)
sessions rose 27% (2,984 → 3,781)

Driver: mixed — units rose 27%; margin compressed 0.7 percentage points — traffic-driven — sessions up 27%, conversion roughly flat

SKU-PC-0052 Alpine Cable Kit 12-mo decline Power & Charging -$265
-5.0% $2,283 $2,091 $2,548 margin $11,888 19.2% -0.6pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	246	206	227
Avg price/unit	$52.37	$52.37	$52.37
Sales (gross)	$12,866	$10,788	$11,888
Net profit	$2,548	$2,091	$2,283
Margin	19.8%	19.4%	19.2%
Sessions	1,824	1,529	1,685
Conversion	13.47%	13.47%	13.47%
ACoS	5.2%	5.2%	5.2%
Ad spend	-$675	-$566	-$624
COGS/unit	$22.73	$22.73	$22.73
Refund rate	3.9%	3.9%	4.0%

Inventory as of 2026-06-01: 🟢 healthy · 67 days of supply · 510 sellable · 112 on order · 25 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$192 (+9.2%)	-$265 (-10.4%)
Sales change	+$1,100 (+10.2%)	-$978 (-7.6%)
Units change	+10.2%	-7.6%
Margin shift	-0.2pp	-0.6pp

Why it moved

Sellerboard data alone doesn't surface a single dominant cause — likely a mix.

Driver: margin — units fell 8%; margin compressed 0.6 percentage points

SKU-SS-0039 Boreal Pillow 12-mo decline Sleep Systems -$215
-5.0% $2,600 $2,295 $2,385 minor $11,311 23.0% -0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	238	232	262
Avg price/unit	$43.17	$43.17	$43.17
Sales (gross)	$10,289	$10,015	$11,311
Net profit	$2,385	$2,295	$2,600
Margin	23.2%	22.9%	23.0%
Sessions	2,105	2,049	2,314
Conversion	11.32%	11.32%	11.32%
ACoS	9.5%	9.5%	9.5%
Ad spend	-$977	-$951	-$1,074
COGS/unit	$15.44	$15.44	$15.44
Refund rate	2.0%	2.2%	1.9%

Inventory as of 2026-06-01: 🟢 healthy · 71 days of supply · 624 sellable · 47 on order · 31 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$305 (+13.3%)	+$215 (+9.0%)
Sales change	+$1,295 (+12.9%)	+$1,022 (+9.9%)
Units change	+12.9%	+9.9%
Margin shift	+0.1pp	-0.2pp

Why it moved

Sellerboard data alone doesn't surface a single dominant cause — likely a mix.

Driver: minor — units rose 10%; margin compressed 0.2 percentage points

SKU-H-0030 Ember Insulated Bottle 12-mo decline Hydration -$154
-5.0% $1,959 $1,694 $1,806 minor $13,825 14.2% -0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	358	357	395
Avg price/unit	$35.00	$35.00	$35.00
Sales (gross)	$12,536	$12,495	$13,825
Net profit	$1,806	$1,694	$1,959
Margin	14.4%	13.6%	14.2%
Sessions	4,777	4,761	5,268
Conversion	7.50%	7.50%	7.50%
ACoS	15.9%	15.9%	15.9%
Ad spend	-$1,989	-$1,983	-$2,194
COGS/unit	$12.95	$12.95	$12.95
Refund rate	2.5%	2.5%	2.5%

Inventory as of 2026-06-01: 🟢 healthy · 72 days of supply · 949 sellable · 12 on order · 47 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$265 (+15.7%)	+$154 (+8.5%)
Sales change	+$1,330 (+10.6%)	+$1,289 (+10.3%)
Units change	+10.6%	+10.3%
Margin shift	+0.6pp	-0.2pp

Why it moved

Sellerboard data alone doesn't surface a single dominant cause — likely a mix.

Driver: minor — units rose 10%; margin compressed 0.2 percentage points

SKU-H-0028 Alpine Purifier Tabs 12-mo decline Hydration -$153
-3.0% $1,180 $1,072 $1,027 minor $4,208 28.0% -0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	92	94	107
Avg price/unit	$39.33	$39.33	$39.33
Sales (gross)	$3,622	$3,697	$4,208
Net profit	$1,027	$1,072	$1,180
Margin	28.3%	29.0%	28.0%
Sessions	604	617	702
Conversion	15.24%	15.24%	15.24%
ACoS	9.1%	9.1%	9.1%
Ad spend	-$329	-$335	-$382
COGS/unit	$12.20	$12.20	$12.20
Refund rate	2.0%	2.1%	1.9%

Inventory as of 2026-06-01: 🟢 healthy · 70 days of supply · 249 sellable · 12 on order · 12 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$108 (+10.0%)	+$153 (+14.9%)
Sales change	+$511 (+13.8%)	+$587 (+16.2%)
Units change	+13.8%	+16.2%
Margin shift	-1.0pp	-0.2pp

Why it moved

sessions rose 16% (604 → 702)

Driver: minor — units rose 16%; margin compressed 0.2 percentage points

SKU-CK-0008 Drift Windscreen Stove 12-mo decline Camp Kitchen -$146
-2.0% $2,401 $2,753 $2,254 margin $8,715 27.5% -0.9pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	97	118	107
Avg price/unit	$81.45	$81.45	$81.45
Sales (gross)	$7,907	$9,611	$8,715
Net profit	$2,254	$2,753	$2,401
Margin	28.5%	28.6%	27.5%
Sessions	1,038	1,262	1,144
Conversion	9.35%	9.35%	9.35%
ACoS	12.8%	12.8%	12.8%
Ad spend	-$1,016	-$1,234	-$1,119
COGS/unit	$24.73	$24.73	$24.73
Refund rate	3.4%	3.4%	3.7%

Inventory as of 2026-06-01: 🟡 low · 42 days of supply · 149 sellable · 19 on order · 7 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	-$352 (-12.8%)	+$146 (+6.5%)
Sales change	-$896 (-9.3%)	+$808 (+10.2%)
Units change	-9.3%	+10.2%
Margin shift	-1.1pp	-0.9pp

Why it moved

inventory low — 42 days of supply (below 60-day target; 19 on order)

Driver: margin — units rose 10%; margin compressed 0.9 percentage points

SKU-TL-0014 Basecamp Headlamp 12-mo decline Trail Lighting -$140
-3.0% $5,002 $5,288 $5,142 minor $17,766 28.2% +0.2pp → stable

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	389	408	376
Avg price/unit	$47.25	$47.25	$47.25
Sales (gross)	$18,372	$19,278	$17,766
Net profit	$5,142	$5,288	$5,002
Margin	28.0%	27.4%	28.2%
Sessions	3,991	4,188	3,860
Conversion	9.74%	9.74%	9.74%
ACoS	14.2%	14.2%	14.2%
Ad spend	-$2,606	-$2,734	-$2,520
COGS/unit	$12.62	$12.62	$12.62
Refund rate	4.0%	3.9%	4.0%

Inventory as of 2026-06-01: 🟡 low · 41 days of supply · 515 sellable · 216 on order · 25 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	-$286 (-5.4%)	-$140 (-2.7%)
Sales change	-$1,512 (-7.8%)	-$606 (-3.3%)
Units change	-7.8%	-3.3%
Margin shift	+0.7pp	+0.2pp

Why it moved

inventory low — 41 days of supply (below 60-day target; 216 on order)

Driver: minor — units fell 3%; margin expanded 0.2 percentage points

SKU-H-0026 Basecamp Water Filter 12-mo decline Hydration -$114
-3.0% $626 $572 $512 minor $6,234 10.0% -0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	283	295	354
Avg price/unit	$17.61	$17.61	$17.61
Sales (gross)	$4,987	$5,195	$6,234
Net profit	$512	$572	$626
Margin	10.3%	11.0%	10.0%
Sessions	3,478	3,623	4,348
Conversion	8.14%	8.14%	8.14%
ACoS	8.5%	8.5%	8.5%
Ad spend	-$424	-$442	-$530
COGS/unit	$6.68	$6.68	$6.68
Refund rate	3.4%	3.4%	3.4%

Inventory as of 2026-06-01: 🟡 low · 34 days of supply · 407 sellable · 40 on order · 20 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$54 (+9.5%)	+$114 (+22.4%)
Sales change	+$1,039 (+20.0%)	+$1,247 (+25.0%)
Units change	+20.0%	+25.0%
Margin shift	-1.0pp	-0.2pp

Why it moved

inventory low — 34 days of supply (below 60-day target; 40 on order)
sessions rose 25% (3,478 → 4,348)

Driver: minor — units rose 25%; margin compressed 0.2 percentage points

SKU-PC-0056 Drift Panel Mini 12-mo decline Power & Charging -$110
-5.0% $642 $752 $752 minor $5,306 12.1% -0.2pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	94	89	81
Avg price/unit	$65.50	$65.50	$65.50
Sales (gross)	$6,124	$5,830	$5,306
Net profit	$752	$752	$642
Margin	12.3%	12.9%	12.1%
Sessions	1,005	957	871
Conversion	9.30%	9.30%	9.30%
ACoS	15.2%	15.2%	15.2%
Ad spend	-$929	-$884	-$805
COGS/unit	$28.51	$28.51	$28.51
Refund rate	3.6%	3.4%	3.7%

Inventory as of 2026-06-01: 🟢 healthy · 76 days of supply · 205 sellable · 3 on order · 10 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	-$110 (-14.7%)	-$110 (-14.7%)
Sales change	-$524 (-9.0%)	-$819 (-13.4%)
Units change	-9.0%	-13.4%
Margin shift	-0.8pp	-0.2pp

Why it moved

Sellerboard data alone doesn't surface a single dominant cause — likely a mix.

Driver: minor — units fell 13%; margin compressed 0.2 percentage points

SKU-H-0035 Nomad Hydration Pack 12-mo decline Hydration -$109
-4.0% $785 $714 $676 margin $3,652 21.5% -0.8pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	77	82	93
Avg price/unit	$39.27	$39.27	$39.27
Sales (gross)	$3,037	$3,220	$3,652
Net profit	$676	$714	$785
Margin	22.3%	22.2%	21.5%
Sessions	1,118	1,185	1,344
Conversion	6.92%	6.92%	6.92%
ACoS	7.6%	7.6%	7.6%
Ad spend	-$231	-$245	-$278
COGS/unit	$14.49	$14.49	$14.49
Refund rate	3.7%	3.7%	4.3%

Inventory as of 2026-06-01: 🟡 low · 59 days of supply · 182 sellable · 18 on order · 9 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$71 (+9.9%)	+$109 (+16.2%)
Sales change	+$432 (+13.4%)	+$615 (+20.3%)
Units change	+13.4%	+20.3%
Margin shift	-0.7pp	-0.8pp

Why it moved

inventory low — 59 days of supply (below 60-day target; 18 on order)
sessions rose 20% (1,118 → 1,344)

Driver: margin — units rose 20%; margin compressed 0.8 percentage points

SKU-TL-0021 Ridge Area Light 12-mo decline Trail Lighting -$61
-2.0% $1,152 $1,081 $1,091 minor $6,357 18.1% -0.5pp → stable

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	279	283	302
Avg price/unit	$21.05	$21.05	$21.05
Sales (gross)	$5,882	$5,957	$6,357
Net profit	$1,091	$1,081	$1,152
Margin	18.6%	18.1%	18.1%
Sessions	1,809	1,832	1,955
Conversion	15.45%	15.45%	15.45%
ACoS	9.8%	9.8%	9.8%
Ad spend	-$579	-$587	-$626
COGS/unit	$6.98	$6.98	$6.98
Refund rate	2.2%	2.1%	2.3%

Inventory as of 2026-06-01: 🟡 low · 40 days of supply · 404 sellable · 141 on order · 20 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$72 (+6.6%)	+$61 (+5.6%)
Sales change	+$400 (+6.7%)	+$475 (+8.1%)
Units change	+6.7%	+8.1%
Margin shift	-0.0pp	-0.5pp

Why it moved

inventory low — 40 days of supply (below 60-day target; 141 on order)

Driver: minor — units rose 8%; margin compressed 0.5 percentage points

SKU-TL-0023 Nomad Signal Light 12-mo decline Trail Lighting -$49
-3.0% $1,133 $1,081 $1,084 minor $3,518 32.2% -0.4pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	53	52	56
Avg price/unit	$62.82	$62.82	$62.82
Sales (gross)	$3,319	$3,267	$3,518
Net profit	$1,084	$1,081	$1,133
Margin	32.6%	33.1%	32.2%
Sessions	700	689	742
Conversion	7.55%	7.55%	7.55%
ACoS	11.0%	11.0%	11.0%
Ad spend	-$363	-$358	-$385
COGS/unit	$17.84	$17.84	$17.84
Refund rate	2.0%	1.9%	1.8%

Inventory as of 2026-06-01: 🟢 healthy · 60 days of supply · 112 sellable · 40 on order · 5 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$53 (+4.9%)	+$49 (+4.5%)
Sales change	+$251 (+7.7%)	+$199 (+6.0%)
Units change	+7.7%	+6.0%
Margin shift	-0.9pp	-0.4pp

Why it moved

Sellerboard data alone doesn't surface a single dominant cause — likely a mix.

Driver: minor — units rose 6%; margin compressed 0.4 percentage points

SKU-PC-0058 Juniper Car Adapter 12-mo decline Power & Charging -$43
-6.0% $904 $756 $947 minor $5,964 15.2% +0.0pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	161	131	154
Avg price/unit	$38.73	$38.73	$38.73
Sales (gross)	$6,226	$5,074	$5,964
Net profit	$947	$756	$904
Margin	15.2%	14.9%	15.2%
Sessions	1,605	1,308	1,537
Conversion	10.02%	10.02%	10.02%
ACoS	15.7%	15.7%	15.7%
Ad spend	-$978	-$797	-$937
COGS/unit	$14.21	$14.21	$14.21
Refund rate	2.7%	2.3%	2.6%

Inventory as of 2026-06-01: 🟢 healthy · 68 days of supply · 350 sellable · 25 on order · 17 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$148 (+19.6%)	-$43 (-4.6%)
Sales change	+$891 (+17.6%)	-$261 (-4.2%)
Units change	+17.6%	-4.2%
Margin shift	+0.3pp	+0.0pp

Why it moved

Sellerboard data alone doesn't surface a single dominant cause — likely a mix.

Driver: minor — units fell 4%; margin expanded 0.0 percentage points

SKU-PC-0055 Summit USB Lantern 12-mo decline Power & Charging -$34
-6.0% $1,096 $933 $1,130 minor $4,571 24.0% +0.1pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	112	93	109
Avg price/unit	$41.94	$41.94	$41.94
Sales (gross)	$4,715	$3,900	$4,571
Net profit	$1,130	$933	$1,096
Margin	23.8%	23.9%	24.0%
Sessions	1,243	1,028	1,205
Conversion	9.05%	9.05%	9.05%
ACoS	5.7%	5.7%	5.7%
Ad spend	-$269	-$223	-$261
COGS/unit	$16.58	$16.58	$16.58
Refund rate	2.3%	2.2%	1.8%

Inventory as of 2026-06-01: 🟡 low · 54 days of supply · 195 sellable · 41 on order · 9 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$163 (+17.5%)	-$34 (-3.0%)
Sales change	+$671 (+17.2%)	-$143 (-3.0%)
Units change	+17.2%	-3.0%
Margin shift	+0.1pp	+0.1pp

Why it moved

inventory low — 54 days of supply (below 60-day target; 41 on order)

Driver: minor — units fell 3%; margin expanded 0.1 percentage points

SKU-PC-0054 Ember Crank Radio 12-mo decline Power & Charging -$6
-5.0% $668 $564 $673 margin $5,722 11.7% +0.7pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	233	201	216
Avg price/unit	$26.49	$26.49	$26.49
Sales (gross)	$6,170	$5,324	$5,722
Net profit	$673	$564	$668
Margin	10.9%	10.6%	11.7%
Sessions	1,563	1,349	1,449
Conversion	14.90%	14.90%	14.91%
ACoS	8.2%	8.2%	8.2%
Ad spend	-$503	-$434	-$466
COGS/unit	$11.56	$11.56	$11.56
Refund rate	2.9%	3.0%	2.8%

Inventory as of 2026-06-01: 🟢 healthy · 75 days of supply · 539 sellable · 238 on order · 26 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$104 (+18.5%)	-$6 (-0.8%)
Sales change	+$397 (+7.5%)	-$448 (-7.3%)
Units change	+7.5%	-7.3%
Margin shift	+1.1pp	+0.7pp

Why it moved

Sellerboard data alone doesn't surface a single dominant cause — likely a mix.

Driver: margin — units fell 7%; margin expanded 0.7 percentage points

SKU-CK-0004 Alpine Kettle 12-mo decline Camp Kitchen -$2
-6.0% $6,060 $5,131 $6,061 minor $18,284 33.1% -0.3pp ≈ volatile

Full picture (12-mo avg → April → May)

Metric	12-mo avg	April	May
Units sold	211	181	213
Avg price/unit	$85.84	$85.84	$85.84
Sales (gross)	$18,127	$15,537	$18,284
Net profit	$6,061	$5,131	$6,060
Margin	33.4%	33.0%	33.1%
Sessions	1,745	1,496	1,760
Conversion	12.10%	12.10%	12.10%
ACoS	5.7%	5.7%	5.7%
Ad spend	-$1,038	-$890	-$1,047
COGS/unit	$28.75	$28.75	$28.75
Refund rate	2.4%	2.2%	2.3%

Inventory as of 2026-06-01: 🟡 low · 44 days of supply · 312 sellable · 68 on order · 15 reserved

How May compares

Metric	vs April	vs 12-mo avg
Profit change	+$929 (+18.1%)	-$2 (-0.0%)
Sales change	+$2,747 (+17.7%)	+$157 (+0.9%)
Units change	+17.7%	+0.9%
Margin shift	+0.1pp	-0.3pp

Why it moved

inventory low — 44 days of supply (below 60-day target; 68 on order)

Driver: minor — units rose 1%; margin compressed 0.3 percentage points

n/a* — margin shift not shown: the value comes from a near-zero sales denominator or a wrong-sign cost/fee (a structurally impossible margin), flagged for data-quality review — not a real move. Genuine large margin swings ARE shown.

5. Sustained Money-Losers

SKUs bleeding net profit for two or more consecutive months. These never appear in "What Went Down" because there is no single big month-over-month drop -- the loss is steady -- so they are surfaced here, ranked by total dollars lost across the streak.

2 SKUs flagged, ranked by $ lost in May (biggest first). "Total lost" is the running total across the streak.

Lost in May	SKU	Name	Category	Total lost	Streak	Losing since
-$1,096	SKU-PW-BRICK20K	PowerBrick 20K Power Bank	Power & Charging	-$3,032	12 mo	Jun 2025 – May 2026
-$970	SKU-CK-FIREPITXL	FirePit Grill Grate XL	Camp Kitchen	-$11,739	12 mo	Jun 2025 – May 2026

6. Hidden Issues

Top-line revenue looks fine, but underlying signals (sessions, conversion, margin, ACoS) have drifted outside their normal range. Early warnings before the topline reflects them.

SKU

Name

7. Category Health

Profit change per category, color-coded by health. Click any row for the full numbers.

8. Patterns Across Products

When most SKUs in a category move the same direction simultaneously, it's usually a structural shift. Click any pattern to see which SKUs are leading it.

9. Opportunities

Concrete plays surfaced from the data, sorted by estimated monthly $ impact. Click any opportunity for the recommended action and the evidence behind it.

Each row is one actionable play, ranked by estimated monthly $ impact. Click any row to expand the recommended action and supporting evidence. 12 total opportunities across 5 types.

Ad efficiency: 2 Pricing power: 2 Margin dip (single month): 6 Supply / inventory: 1 Traffic recovery: 1

Est. impact	Type	SKU	Category	Headline	Confidence
$3,873/mo	Traffic recovery	SKU-HY-FLASK2L	Hydration	Strong converter losing traffic	medium
Recommended action Investigate keyword rank, BSR, recent competitor launches; consider a short-term promo or ad bid increase to recover visibility while conversion is healthy. Evidence Sessions: 2,239 (12-mo avg) → 1,371 (May) Conversion in May: 10.50% (healthy, top quartile) SKU: TrailFlask 2L Reservoir
$799/mo	Supply / inventory	SKU-HY-FLASK2L	Hydration	Units fell sharply but conversion held — possible stockout / inventory cap	medium
Recommended action Confirm with Acme ops: was this SKU stocked out for any portion of May? Implied demand at historical conversion: ~163 units; actual sold: 144. Evidence Units: 267 (12-mo avg) → 144 (May) Conversion held at 10.50% (vs 11.88% prior) SKU: TrailFlask 2L Reservoir
$378/mo	Ad efficiency	SKU-PC-0050	Power & Charging	ACoS spiked vs history — ad spend is leaking	medium
Recommended action Pull broad/auto campaigns for this SKU; isolate to exact-match high-converters; cap daily spend until ACoS returns toward 14.4%. Evidence ACoS: 14.4% (12-mo) → 14.4% (May) Ad spend: $-4,579 → $-4,201 SKU: Basecamp Solar Panel
$171/mo	Margin dip (single month)	SKU-PC-0053	Power & Charging	Margin dropped sharply this month	medium
Recommended action Targeted investigation: investigate ad spend and COGS. If transient, confirm and monitor next month. Evidence Margin: 27.5% → 26.7% (out of normal range) SKU: Granite Battery Case
$124/mo	Ad efficiency	SKU-PC-0056	Power & Charging	ACoS spiked vs history — ad spend is leaking	medium
Recommended action Pull broad/auto campaigns for this SKU; isolate to exact-match high-converters; cap daily spend until ACoS returns toward 15.2%. Evidence ACoS: 15.2% (12-mo) → 15.2% (May) Ad spend: $-929 → $-805 SKU: Drift Panel Mini
$100/mo	Pricing power	SKU-TL-0016	Trail Lighting	Strong demand + cheap traffic — pricing power untested	medium
Recommended action Test a 5% price increase from $22.83 to $23.97. With conversion at 10.69% and ACoS at 6.7%, this SKU is under-priced for its demand profile. Evidence May conversion: 10.69% (top quartile) May ACoS: 6.7% (efficient) Sales trend: stable SKU: Alpine Flashlight
$89/mo	Margin dip (single month)	SKU-SS-0043	Sleep Systems	Margin dropped sharply this month	medium
Recommended action Targeted investigation: sessions rose 18% (3,323 → 3,908). If transient, confirm and monitor next month. Evidence Margin: 19.5% → 19.1% (out of normal range) sessions rose 18% (3,323 → 3,908) SKU: Summit Liner
$81/mo	Margin dip (single month)	SKU-CK-0008	Camp Kitchen	Margin dropped sharply this month	medium
Recommended action Targeted investigation: investigate ad spend and COGS. If transient, confirm and monitor next month. Evidence Margin: 28.5% → 27.5% (out of normal range) SKU: Drift Windscreen Stove
$77/mo	Margin dip (single month)	SKU-CK-0010	Camp Kitchen	Margin dropped sharply this month	medium
Recommended action Targeted investigation: sessions rose 27% (2,984 → 3,781). If transient, confirm and monitor next month. Evidence Margin: 17.1% → 16.3% (out of normal range) sessions rose 27% (2,984 → 3,781) SKU: Juniper Utensil Roll
$72/mo	Pricing power	SKU-TL-0017	Trail Lighting	Strong demand + cheap traffic — pricing power untested	medium
Recommended action Test a 5% price increase from $28.41 to $29.83. With conversion at 11.25% and ACoS at 7.5%, this SKU is under-priced for its demand profile. Evidence May conversion: 11.25% (top quartile) May ACoS: 7.5% (efficient) Sales trend: stable SKU: Granite Tent Light
$72/mo	Margin dip (single month)	SKU-PC-0052	Power & Charging	Margin dropped sharply this month	medium
Recommended action Targeted investigation: investigate ad spend and COGS. If transient, confirm and monitor next month. Evidence Margin: 19.8% → 19.2% (out of normal range) SKU: Alpine Cable Kit
$44/mo	Margin dip (single month)	SKU-HY-FLASK2L	Hydration	Margin dropped sharply this month	medium
Recommended action Targeted investigation: sessions dropped 39% (2,239 → 1,371). If transient, confirm and monitor next month. Evidence Margin: 25.4% → 24.7% (out of normal range) sessions dropped 39% (2,239 → 1,371) SKU: TrailFlask 2L Reservoir

Methodology & Caveats

Volatility bands: Each SKU's significance is judged against its own 12–mo mean and standard deviation, plus its trend across all 12 months. A move is reported when it's outside that SKU's normal range, not on a fixed % threshold. Where one bad/good month would skew the 12-mo average, the trend label flags it as a one-month blip.

"Sales" terminology: The Sales column from Sellerboard represents gross sales (before promo and refund costs). All monetary figures in this report follow that convention. Margin is computed against gross sales, matching Sellerboard's calculation.

Categories: Acme's authoritative ASIN→category file is the source of truth. BrandA & BrandB are kept as separate categories.

Data coverage: 12 months of data. Some "why" explanations require richer data Acme is sourcing (price history, ad-campaign change log, search-query reports, inventory). When that lands, the Opportunities section especially gets significantly stronger.

Data quality: Some SKUs are missing Cost of Goods in Sellerboard. Their profit and margin numbers are excluded from per-SKU analysis. Sales / units / sessions / BSR are still valid for those SKUs.

Inventory: Snapshot as of 2026-06-01. Days of supply = current sellable stock ÷ focus-month sales run-rate.

n/a = data not available for this metric.

What Matters Most

1. The Story

2. Concentration

All categories — May

3. What Went Up

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