Every unit sold on Amazon for Hyaluronic Toner, Eye Cream, Cleansing Balm, Exfoliating Mask, and Face Oil is destroying CM after FBA fees and 16–24% return rates. The blended portfolio figure of 24.3% makes the business look healthy. It isn't.
| SKU | Channel | Net Rev / mo | Return-Adj CM% | Recommended action |
|---|---|---|---|---|
| Face Oil 30ml | Amazon | $760 | -8.9% | Immediate removal from FBA. Do not restock. |
| Cleansing Balm 100ml | Amazon | $1,120 | -7.2% | Delist. Deplete remaining inventory without replenishment. |
| Hyaluronic Toner 150ml | Amazon | $1,340 | -4.8% | Pause FBA replenishment. Investigate 21% return rate root cause. |
| Exfoliating Mask 75ml | Amazon | $1,050 | -3.4% | Remove from Sponsored Products. Delist after next FBA cycle. |
| Eye Cream 15ml | Amazon | $890 | -2.1% | Delist after current FBA inventory depletes. |
| SKU | Channel | Net Rev / mo | Return-Adj CM% | Recommended action |
|---|---|---|---|---|
| Vitamin C Serum 30ml | DTC | $3,840 | +48.2% | Increase ad budget 25%. Priority restock for Q2. |
| Retinol Night Cream 50ml | DTC | $4,120 | +41.7% | Expand to bundle SKUs. Highest absolute CM in portfolio. |
| SPF Moisturiser 50ml | DTC | $3,290 | +39.4% | Q2 seasonal push. Add gifting bundle SKU. |
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