DeWalt UK | Weekly Dashboard | W/E 24 July 2026

Revenue Trend - All 19 Weeks

Weekly Revenue & Net Contribution (£)

Units Sold Per Week

Trend Spotter

PPC Efficiency

Ahead of Forecast

13.5%

ACoS improving week-on-week — best efficiency since PPC launch

Week 2 of PPC reactivation was forecast to see ACoS rise to 22–28% as campaigns rebuilt volume on generic terms. Instead ACoS improved from 18.6% to 13.5%, driven by strong efficiency on the broad-match and auto campaigns: G3-Generic Broad at 14.1% and walkie-talkies-for-adults Broad at 10.8%. The 6-Pack exact campaign (G2-LongRange) delivered a standout 4.2% ACoS, the lowest for that variant. ROAS of 7.4x is well ahead of the 5x target. Budget increases on the top three campaigns are warranted.

2-Pack Volume

Record Week

40 units

Highest single-week 2-Pack volume since launch — PPC driving the surge

The 2-Pack FBA (B0GP72GBRQ) sold 40 units this week, up from 17 last week (+135%). PPC attributed 32 units across all variants, with the 2-Pack the primary beneficiary of the G3-Generic and walkie-talkies-for-adults broad campaigns. The 5.12% Unit Session % on the 2-Pack listing confirms strong conversion against sessions landing on that ASIN. Buy Box held at 99.56%. Note: this is an elevated run rate — FBA stock at 341 units means ~60 days cover at this pace. Replenishment planning should begin.

Channel Mix

B2B Normalising

27.9%

B2B share back to a normal level — absolute value flat at £1,770

B2B revenue was £1,769.83 this week — almost identical to £1,769.85 last week in absolute terms, despite total revenue jumping 58%. B2B share has therefore fallen from 44% to 27.9% as B2C volume grew strongly through PPC. This is a healthier and more sustainable B2B proportion. B2B orders were spread across Monday–Thursday with Wednesday/Thursday the heavier B2B days. The channel remains strategically valuable; the lower share this week reflects PPC bringing in incremental B2C buyers rather than any B2B softness.

Performance Detail

Revenue
Gross Revenue	£6,339.43
B2B Revenue	£1,769.83 (27.9%)
B2C Revenue	£4,569.60 (72.1%)
Cost of Goods
DXPMR800 2-Pack FBA (40 × £38.71)	-£1,548.40
DXPMR800-BCH6 6-Pack FBA (6 × £128.02)	-£768.12
2×2-Pack MFN (3 × £77.42)	-£232.26
Total COGS	-£2,548.78
Amazon Fees
Referral + FBA fees (blended 10.3%)	-£652.96
Marketing
PPC Spend (full week — all campaigns)	-£528.60
Promotional Discount: £0 — all coupons expired by 18/07	£0.00
Result
Gross Contribution (pre-VAT)	£2,609.09
VAT on Revenue	-£1,056.57
Net Contribution	£1,552.52
Net Margin (ex-VAT revenue £5,283)	29.4%

This Week Metrics

Sessions

1,490

▲ +73.9% vs last wk (857)

CVR

3.3%

▲ +0.3pp vs last wk (3.0%)

Buy Box

99%+

― 99.56% / 99.72%

Returns

1

― Same as last wk

1 return: 21 Jul — DEFECTIVE / NOT_COMPATIBLE (“Not usable for the distance I assumed”) — IMMEDIATE_DISPOSAL. Distance-expectation issue, not a product defect per se. Part of ongoing pattern — raise with supplier.

Variant Split — W/E 24 July

2-Pack FBA ★

40

£3,999.55

▲ +135% vs last wk (17u) — record

6-Pack FBA

6

£1,739.94

― Flat vs last wk (6u)

2×2-Pack MFN

3

£599.94

― Flat vs last wk (3u)

2×6-Pack MFN

0

£0

▼ No sale this week

6-Pack revenue at £289.99/unit average (£1,739.94 ÷ 6) — price updated to £299.99 on 17/07 but orders this week fulfilled at prior price. All future orders expected at £299.99.

W/E 17 July 2026

Revenue

£4,018

Units

26

Net Contribution

£1,035

ACoS

18.6%

W/E 17 July P&L Summary
Gross Revenue	£4,018.01
B2B Revenue	£1,769.85 (44.0%)
Sessions	857
CVR	3.03%
Costs
COGS (17× 2pk FBA + 6× 6pk FBA + 3× MFN)	-£1,658.45
Amazon Fees (10.3%)	-£413.86
PPC Spend (5 days only — 28 campaigns)	-£215.79
Promotional Discount (MFN ship promo)	-£25.00
Result
Gross Contribution	£1,920.70
VAT on Revenue	-£669.67
Net Contribution	£1,035.25
Net Margin (ex-VAT revenue £3,348)	30.9%

Variant Split — W/E 17 July

2-Pack FBA

17

£1,683

6-Pack FBA

6

£1,740

2×2-Pack MFN

3

£595

2×6-Pack MFN

0

£0

PPC resumed from 13 July (5-day partial week) following account re-verification. First-week ACoS 18.6%, ROAS 5.37x. Listing amendments made this week in line with new Amazon T&Cs — monitoring impact on BSR, CVR, keyword rankings.

Month	Revenue	Units	PPC Spend	ACoS	Net Contribution	Net Margin	B2B
March 2026 (2 wks)	£499.95	5	-	-	£169.82	40.8%	-
April 2026 (4 wks)	£2,859.77	23	-	-	£933.01	39.1%	-
May 2026 (5 wks)	£11,219.62	99	£1,076.61	19.8%	£2,109.81	22.6%	~£2,900 est.
June 2026 (4 wks)	£19,484.08	158	£1,704.58	18.3%	£3,937.82	24.3%	£3,526 (18.1%)
July 2026 (4 wks)	£15,672.76	113	£744.39	14.7%*	£4,160.58	31.8%	£4,620 (29.5%)
Cumulative (19 wks)	£49,736.18	398	£3,525.58	-	£11,311.04	27.3%	~£11,046 est.

Revenue = gross inc. VAT. Net Contribution and Net Margin calculated on ex-VAT revenue basis (gross ÷ 1.2). *July ACoS is for W/E 17 Jul and W/E 24 Jul only (W/E 3 Jul and W/E 10 Jul had PPC paused). Cumulative spend shown across all PPC weeks. July total: £2,629.78 + £2,685.54 + £4,018.01 + £6,339.43.

Week Ending	Revenue	Net Rev	Units	Sessions	CVR	B2B Rev	PPC Spend	ACoS	Net Contrib	Margin	Note
20 Mar 2026	£199.98	£166.65	2	-	-	-	-	-	£67.93	40.8%	Launch week
27 Mar 2026	£299.97	£249.98	3	-	-	-	-	-	£101.90	40.8%
03 Apr 2026	£1,079.91	£899.93	9	-	-	-	-	-	£351.24	39.0%
10 Apr 2026	£199.98	£166.65	2	-	-	-	-	-	£67.93	40.8%
17 Apr 2026	£459.97	£383.31	3	-	-	-	-	-	£132.27	34.5%
24 Apr 2026	£1,119.91	£933.26	9	-	-	-	-	-	£381.57	40.9%
01 May 2026	£1,029.93	£858.28	7	-	-	-	-	-	£306.09	35.7%
08 May 2026	£669.95	£558.29	5	-	-	-	-	-	£207.78	37.2%
15 May 2026	£2,919.27	£2,432.73	24	580	4.1%	-	£183.27	-	£780.98	32.1%	PPC launched
22 May 2026	£3,038.73	£2,532.28	30	703	4.3%	£1,187.28	£237.26	18.7%	£331.00	13.1%
29 May 2026	£3,561.74	£2,968.12	33	-	-	-	£245.58	-	£483.96	16.3%
05 Jun 2026	£4,295.28	£3,579.40	39	893	4.4%	£961.88	£412.83	18.6%	£618.12	17.3%	6pk campaigns on
12 Jun 2026	£4,205.57	£3,504.64	30	637	4.7%	£257.70	£468.77	24.3%	£875.33	25.0%	GKP campaigns live
19 Jun 2026	£6,785.34	£5,654.45	53	~1,082	~4.9%	£1,823.23	£408.90	12.0%	£1,632.26	28.9%	★ Record week
26 Jun 2026	£4,197.89	£3,498.24	36	917	3.93%	£483.29	£414.08	27.5%	£812.11	23.2%	Prime Day / PPC pause
03 Jul 2026	£2,629.78	£2,191.48	17	324	5.25%	£679.93	£0.00	N/A	£777.89	35.5%	○ PPC paused
10 Jul 2026	£2,685.54	£2,237.95	21	~420	~5.0%	£399.94	£0.00	N/A	£794.92	35.5%	○ PPC paused • 2×6pk 1st sale
17 Jul 2026	£4,018.01	£3,348.34	26	857	3.03%	£1,769.85	£215.79	18.6%	£1,035.25	30.9%	▶ PPC live • T&C update • 6pk revival
24 Jul 2026 ◀	£6,339.43	£5,282.86	49	1,490	3.29%	£1,769.83	£528.60	13.5%	£1,552.52	29.4%	▲ Best ACoS • 2pk record 40u • Clean pricing

Revenue = gross inc. VAT. Net Rev = ex-VAT (gross ÷ 1.2). W/E 10 Jul sessions are estimated. W/E 3 Jul and W/E 10 Jul ACoS = N/A (account re-verification pause). W/E 17 Jul PPC ran from 13 Jul only (partial week). W/E 24 Jul: first full week of post-reactivation PPC.

FBA Inventory & Variant Sales

B0GP72GBRQ / DXPMR800

2-Pack + Dual Charging Dock

FBA Fulfillable341 units

Reserved / Processing8 units

Total In-Network349 units

Inbound0 units

Days Cover (at 40u/wk)~60 days ▼

Price£99.99

GREEN — HEALTHY

ⓘ Cover down from 154 days last week due to elevated run rate. At 4-wk avg (~25u/wk): ~95 days. Begin replenishment planning for August.

B0GRJBJ67X / DXPMR800-BCH6

6-Pack + Multi-Unit Charging Dock

FBA Fulfillable36 units

Reserved3 units

Total In-Network39 units

Inbound0 units

Days Cover (at 6u/wk)~42 days (6 wks)

Price£299.99 (updated 17/07)

MONITOR — 6 WKS COVER

No inbound stock. HazMat case-pack constraint applies — allow extra lead time. Plan replenishment now if 6-pack volume increases.

MFN Bundle Variants

2×2-Pack & 2×6-Pack (Merchant Fulfilled)

2×2-Pack Sold This Week3 units (£599.94)

2×6-Pack Sold This Week0 units

FulfilmentMFN via Master Distribution

2×2-Pack Price£199.98

2×6-Pack Price£599.98

Active CouponsNone — all expired 18/07

MFN — ACTIVE

Units Sold by Variant — This Week

Cumulative Unit Mix — All 19 Weeks (398 units)

Advertising & Organic Performance

TACoS

8.3%

Target <10%

ACoS

13.5%

Target <20%

ROAS

7.4x

Target >5x

Ad Spend

£529

733 clicks

PPC Sales

£3,908

~32 units (61.6%)

Impressions

101k

CTR 0.73% • CPC £0.72

Revenue Split — Organic vs PPC

Organic 38.4% — £2,432

PPC 61.6% — £3,908

Top Converting Campaigns — W/E 24 July (Full Week)

Campaign	Spend	Sales	ACoS
G3-Generic \| Broad (2pk)	£192.22	£1,366.47	14.1%
walkie-talkies-for-adults \| Broad	£97.56	£899.92	10.8%
G2-LongRange Exact \| 6pk	£20.45	£483.32	4.2%
Auto — Substitutes Match	£39.05	£249.96	15.6%
Auto — Loose Match	£39.44	£166.64	23.7%
dewalt-walkie-talkie \| Exact	£5.27	£166.64	3.2%
2-way-radio Broad \| 6pk	£1.22	£241.66	0.5%
Non-converting (remaining campaigns)	£133.39	£0	-

First full week of PPC post-reactivation. Non-converting spend at 25.2% of total is reducing from 29.4% last week. Auto — Loose Match at 23.7% is approaching the 25% amber threshold — harvest negative keywords. The 2-way-radio Broad 6pk campaign (0.5% ACoS) delivered £241 in 6-pack sales for £1.22 spend — investigate and scale.

Actions & Commentary

Immediate Actions

Review promotional / coupon strategy. All product coupons have expired (£5 2-Pack FBA coupon ended 05/07; MFN bundle coupons ended 18/07). With PPC performing efficiently and margin healthy, consider whether and when to reintroduce voucher offers — or maintain current clean pricing while monitoring CVR.
Increase PPC budgets on the three most efficient campaigns. G3-Generic Broad (14.1%), walkie-talkies-for-adults Broad (10.8%), and G2-LongRange Exact 6pk (4.2%) are all converting well inside target. At 13.5% overall ACoS, there is headroom to scale spend and capture more volume. Recommend a 25–30% budget increase on these three campaigns.
Investigate and scale the 2-way-radio Broad 6pk campaign. £1.22 spend vs £241.66 sales = 0.5% ACoS. This is almost certainly budget-limited. Review budget allocation and increase. Also check this campaign is running to the correct ASIN (B0GRJBJ67X).
Plan 6-Pack replenishment. 36 units fulfillable, 42 days cover at current run rate. No inbound stock. HazMat case-pack restriction means longer FC processing lead time. If 6-Pack volume increases with PPC scaling, cover shortens quickly. Raise with Rob now.

Forward Look & Ongoing

6-Pack CVR on new price point (£299.99) — this week’s 6 units at £289.99/unit average (orders fulfilled at pre-update price). From next week, all 6-Pack orders will be at £299.99. Monitor 6-Pack Unit Session % closely over the next 2 weeks. It was 0.96% this week (low, but 6-pack is inherently lower-CVR than 2-pack).
Continue T&C listing amendment monitoring through August. This is week 2. Sessions are up strongly (1,490 vs 857) and CVR held at 3.3%, which is a positive early signal. Check BSR and top-keyword rankings to confirm organic position is stable.
Return quality: DEFECTIVE / NOT_COMPATIBLE on 21 July (“Not usable for the distance I assumed”). This is now a recurring theme across W/E 10 Jul (DEFECTIVE × 1, NOT_AS_DESCRIBED × 1) and this week. While this specific return may be a buyer expectation issue rather than a product failure, raise with Rob Parry / HK supplier for a batch quality check and review product listing copy around range claims.
Cumulative net contribution now £11,311 across 19 weeks (£49,736 revenue). The account has been profitable every week of the launch, including during the two-week PPC pause. With ACoS improving week-on-week post-reactivation and volume scaling, the trajectory is strong.