On DTC every listing clears the beauty floor comfortably. The same catalogue compresses hard on Amazon after the 15% referral fee, per-unit FBA, and ad spend: 5 Amazon listings land below the 8% floor at single-digit CM. But this is compression, not collapse — only 1 of them (Hyaluronic Toner 150ml) actually loses money on every unit, $1,514/year. The blended 29.9% hides that a single SKU can be margin-strong on DTC and unprofitable on Amazon; the channel spread is the story, not a headline loss.
| SKU | Channel | Net Rev / mo | Return-Adj CM% | Recommended action |
|---|---|---|---|---|
| Hyaluronic Toner 150ml | Amazon | $4,022 | -3.1% | Negative contribution — cut ad spend, deplete stock, delist on Amazon. |
| Face Oil 30ml * | Amazon | $3,132 | +2.9% | Positive but below the 8% floor — freeze ad spend, no replenishment. |
| Exfoliating Mask 75ml * | Amazon | $3,370 | +5.0% | Positive but below the 8% floor — freeze ad spend, no replenishment. |
| Eye Cream 15ml * | Amazon | $4,366 | +5.5% | Positive but below the 8% floor — freeze ad spend, no replenishment. |
| Cleansing Balm 100ml * | Amazon | $4,046 | +7.5% | Positive but below the 8% floor — freeze ad spend, no replenishment. |
| SKU | Channel | Net Rev / mo | Return-Adj CM% | Recommended action |
|---|---|---|---|---|
| Vitamin C Serum 30ml | DTC | $15,145 | +46.9% | Margin-strong — protect inventory and scale ad budget. |
| Retinol Night Cream 50ml | DTC | $15,114 | +45.8% | Margin-strong — protect inventory and scale ad budget. |
| SPF Moisturiser 50ml | DTC | $12,411 | +44.2% | Margin-strong — protect inventory and scale ad budget. |
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