This Week Revenue
£3,562
33 units | ASP £107.93
▲ +22% vs W/E 22/05
Cumulative Revenue
£14,579
127 units | 11 wks live
Net Contribution
£1,078
30.3% net margin
▼ PPC scaling cost (full week)
TACoS
13.0%
ACoS 19.4% | ROAS 5.2x
✓ ACoS green zone (<20%)
Return Rate
6.1%
2 returns from 33 units
⚠ Above 5% threshold - monitor
Weekly Trends
Revenue & Net Contribution by Week (£)
Units Sold by Week
⚡ Trend Spotter - W/E 29th May 2026
Revenue compounding month-on-month
March avg £250/wk → April avg £715/wk → May avg £2,244/wk. Each month is running at roughly 3x the previous. The growth curve is accelerating, not linear.
Thursday B2B concentration
B2B orders cluster heavily on Thursday and Friday each week. This week £658 landed on Thursday alone. If this pattern holds, Thursday is a reliable B2B signal day to monitor each week.
ACoS settling into green zone
PPC Week 2: ACoS 26.6% (above target). PPC Week 3: 19.4% (below 20% threshold). Campaigns are stabilising. TACoS at 13.0% confirms healthy ad efficiency across total revenue.
B2B running at 30%+ for two consecutive weeks
B2B share: W/E 22/5 = 32.8%, W/E 29/5 = 31.1%. Business buyers are consistently generating nearly a third of weekly revenue - a structural pattern, not a one-off.
Return rate declining
Three consecutive weeks: 8.3% → 6.7% → 6.1%. The trend is moving in the right direction. At this rate, the 5% target threshold should be reachable within 2–3 weeks.
Sessions dipped from record high
W/E 22/5 hit a record 851 sessions. This week: 721. Normal variability, but worth monitoring. If sessions fall below 700 consistently, review PPC impression share and G3 budget cap status.
Performance - 29th May 2026
P&L Breakdown - W/E 29th May 2026
| Total Revenue | £3,561.74 |
| Cost of Goods (30 × £38.71 + 3 × £128.02) | - £1,545.36 |
| Amazon Fees (referral, FBA, DST ~10.3%) | - £366.86 |
| Contribution Before Ads | £1,649.52 |
| PPC Spend (full week - 42 campaigns) | - £463.94 |
| Voucher Cost (10% voucher - 12 redemptions) | - £108.00 |
| Net Contribution | £1,077.58 |
| Net Margin | 30.3% |
COGS: 2-pack £38.71/unit | 6-pack £128.02/unit | Net margin excl. voucher: 33.3%
B2B this week: £1,106.90 (31.1% of revenue) - 10 B2B units. Concentrated Thursday/Friday.
PPC Performance First full week - 42 live campaigns
19.4%
ACoS
5.2x
ROAS
13.0%
TACoS
£463.94
Ad Spend
£2,391
PPC Sales
23
PPC Units
Organic vs PPC - Revenue Split
2-Pack Units
30
£2,682 revenue
6-Pack Units
3
£880 revenue
Variant Split - Revenue
Impressions: 87,557 | Clicks: 589 | CTR: 0.67% | CPC: £0.79
⚠ G3-Generic Broad hitting £25/day budget cap daily. Recommend increase to £35–40/day to capture uncapped volume.
P&L Breakdown - W/E 22nd May 2026
| Total Revenue | £3,038.73 |
| Cost of Goods (28 × £38.71 + 2 × £128.02) | - £1,339.92 |
| Amazon Fees (referral, FBA, DST ~10.3%) | - £312.99 |
| Contribution Before Ads | £1,385.82 |
| PPC Spend (second week live - ramp-up) | - £548.36 |
| Voucher Cost | - |
| Net Contribution | £837.46 |
| Net Margin | 27.6% |
COGS: 2-pack £38.71/unit | 6-pack £128.02/unit
B2B last week: £997.25 (32.8% of revenue) - B2B concentrated Thursday/Friday.
Note: Lower margin reflects PPC ramp-up week spend. No voucher cost that week.
PPC Performance W/E 22 May - second week live
26.6%
ACoS
3.75x
ROAS
18.0%
TACoS
£548.36
Ad Spend
£2,058
PPC Sales
22
PPC Units
Organic vs PPC - Revenue Split
2-Pack Units
28
£2,439 revenue
6-Pack Units
2
£600 revenue
Variant Split - Revenue
Impressions: 91,061 | Clicks: 712 | CTR: 0.78% | CPC: £0.77
⚠ ACoS above 20% target this week. Campaigns in ramp-up phase - improved to 19.4% the following week.
P&L Breakdown - Cumulative (All Periods)
| Total Revenue | £14,579.34 |
| Cost of Goods (112 × £38.71 + 15 × £128.02) | - £6,255.82 |
| Amazon Fees (referral, FBA, DST ~10.3%) | - £1,497.00 |
| Contribution Before Ads | £6,826.52 |
| PPC Spend (3 weeks active - from W/E 15/5) | - £1,076.61 |
| Voucher Cost (12 redemptions) | - £108.00 |
| Net Contribution | £5,641.91 |
| Net Margin | 38.7% |
Launch: W/E 20/03/2026 | 11 active selling weeks | 127 total units
B2B to date: £2,900.22 (19.9% of total revenue). All B2B revenue from May - growing consistently.
PPC Performance Cumulative - 3 weeks active (W/E 15/5 to date)
19.5%
ACoS
5.1x
ROAS
7.4%
TACoS
£1,077
Total Spend
£5,517
PPC Sales
55
PPC Units
Organic vs PPC - Revenue Split (all periods)
2-Pack Units (Total)
112
£10,269 revenue
6-Pack Units (Total)
15
£4,310 revenue
Variant Split - Cumulative Revenue
Total impressions: 185,629 | Clicks: 1,397 | Avg CTR: 0.75%
Note: Organic share is 62.2% of total revenue. PPC has been live for 3 of 11 weeks. Share will shift as campaigns mature.
FBA Inventory Status - 31/05/2026
FBA Available - 2-Pack
65
units fulfillable
FBA Days Cover - 2-Pack
15
days at current run rate (30 units/wk)
2-Pack Inbound
204
units shipped to FBA (200 + 4 receiving)
2-Pack Total Cover (incl. inbound)
62
days cover when inbound lands
FBA Available - 6-Pack
11
units fulfillable
FBA Days Cover - 6-Pack
25
days at current run rate (3 units/wk)
6-Pack Inbound
64
units shipped to FBA (60 + 4 receiving)
6-Pack Total Cover (incl. inbound)
>100
days cover when inbound lands ⚠ HazMat: case-pack only
Full Weekly Data
| Metric | 20/3 | 27/3 | 3/4 | 10/4 | 17/4 | 24/4 | 1/5 | 8/5 | 15/5 | 22/5 | 29/5 | TOTAL† |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Traffic | ||||||||||||
| Sessions | 73 | 206 | 475 | 250 | 192 | 283 | 277 | 171 | 220 | 851 | 721 | 3,719 |
| Impressions | - | - | - | - | - | - | - | - | 7,011 | 91,061 | 87,557 | 185,629 |
| Clicks | - | - | - | - | - | - | - | - | 96 | 712 | 589 | 1,397 |
| CTR | - | - | - | - | - | - | - | - | 1.37% | 0.78% | 0.67% | - |
| PPC | ||||||||||||
| PPC Spend | - | - | - | - | - | - | - | - | £64.31 | £548.36 | £463.94 | £1,076.61 |
| PPC Sales (£) | - | - | - | - | - | - | - | - | £1,067.55 | £2,058.11 | £2,391.42 | £5,517.08 |
| ACoS | - | - | - | - | - | - | - | - | 6.0% | 26.6% | 19.4% | - |
| ROAS | - | - | - | - | - | - | - | - | 16.6x | 3.75x | 5.2x | - |
| PPC Units | - | - | - | - | - | - | - | - | 10 | 22 | 23 | 55 |
| TACoS | - | - | - | - | - | - | - | - | 2.2% | 18.0% | 13.0% | 7.4% |
| Sales | ||||||||||||
| TOTAL Units | 2 | 3 | 9 | 2 | 3 | 9 | 7 | 5 | 24 | 30 | 33 | 127 |
| TOTAL SALES (£) | £199.98 | £299.97 | £1,079.91 | £199.98 | £459.97 | £1,119.91 | £1,029.93 | £669.95 | £2,919.27 | £3,038.73 | £3,561.74 | £14,579.34 |
| Unit Session % | 0.87% | 1.50% | 1.94% | 0.80% | 0.00% | 3.20% | 2.34% | 2.92% | 10.90% | 3.53% | 4.58% | - |
| Refunds | - | - | - | - | - | - | - | - | 2 | 2 | 2 | 6 |
| Return Rate % | - | - | - | - | - | - | - | - | 8.3% | 6.7% | 6.1% | - |
| B2B Revenue | - | - | - | - | - | - | - | £176.98 | £619.09 | £997.25 | £1,106.90 | £2,900.22 |
| ASP (£) | £100.00 | £100.00 | £120.00 | £100.00 | £153.32 | £124.43 | £147.13 | £134.00 | £121.64 | £101.29 | £107.93 | - |
| P&L | ||||||||||||
| Total COGS (£) | £77 | £116 | £438 | £77 | £205 | £438 | £450 | £283 | £1,286 | £1,340 | £1,545 | £6,256 |
| Amazon Fees (£) | £21 | £32 | £111 | £21 | £46 | £114 | £103 | £68 | £301 | £313 | £367 | £1,497 |
| Contribution Before Ads | £101 | £152 | £531 | £101 | £209 | £568 | £478 | £319 | £1,332 | £1,386 | £1,650 | £6,827 |
| PPC Spend (£) | - | - | - | - | - | - | - | - | £64 | £548 | £464 | £1,076 |
| Voucher Cost (£) | - | - | - | - | - | - | - | - | - | - | £108 | £108 |
| Net Contribution (£) | £101 | £152 | £531 | £101 | £209 | £568 | £478 | £319 | £1,268 | £837 | £1,078 | £5,642 |
| Net Margin % | 50.6% | 50.6% | 49.2% | 50.6% | 45.4% | 50.7% | 46.4% | 47.7% | 43.4% | 27.6% | 30.3% | 38.7% |
| Variants & Listing | ||||||||||||
| 2-Pack Units | 2 | 3 | 8 | 2 | 2 | 8 | 5 | 4 | 20 | 28 | 30 | 112 |
| 6-Pack Units | - | - | 1 | - | 1 | 1 | 2 | 1 | 4 | 2 | 3 | 15 |
| Price 2-Pack | £99.99 | £99.99 | £99.99 | £99.99 | £99.99 | £99.99 | £99.99 | £89.99 | £88.13 | £99.99 | £89.99* | - |
| Price 6-Pack | £279.99 | £279.99 | £279.99 | £279.99 | £279.99 | £279.99 | £279.99 | £289.99 | £289.16 | £299.99 | £299.99 | - |
| Rank (Radio Comms) | 222 | 222 | 222 | - | - | - | - | - | ~30 | - | ~40-60‡ | - |
| Reviews | 138 | - | 138 | - | - | - | - | 138 | 138 | 138 | TBC | - |
| Notes | - | - | - | Buy Box | Buy Box | - | - | - | FBA Stockout | FBA=0 FBM live | Voucher live 26/5 | - |
* £89.99 listed; ~£81 effective for 12 voucher redemptions | ‡ Estimated from Helium 10 keyword data - BSR not recorded this week
| Metric | March 2026 2 weeks (20/3–27/3) |
April 2026 4 weeks (3/4–24/4) |
May 2026 5 weeks (1/5–29/5) |
Total (Launch to Date) 11 weeks |
|---|---|---|---|---|
| Traffic | ||||
| Sessions | 279 | 1,200 | 2,240 | 3,719 |
| PPC Impressions | N/A | N/A | 185,629 | 185,629 |
| PPC Clicks | N/A | N/A | 1,397 | 1,397 |
| Avg CTR (PPC weeks) | N/A | N/A | 0.75% | 0.75% |
| PPC | ||||
| PPC Spend | N/A | N/A | £1,076.61 | £1,076.61 |
| PPC Sales | N/A | N/A | £5,517.08 | £5,517.08 |
| ACoS | N/A | N/A | 19.5% | 19.5% |
| ROAS | N/A | N/A | 5.1x | 5.1x |
| PPC Units | N/A | N/A | 55 | 55 |
| TACoS | N/A | N/A | 9.6% | 7.4%* |
| Sales | ||||
| Total Units | 5 | 23 | 99 | 127 |
| Total Revenue (£) | £499.95 | £2,859.77 | £11,219.62 | £14,579.34 |
| Avg Weekly Revenue | £250 | £715 | £2,244 | £1,325 |
| Unit Session % | 1.79% | 1.92% | 4.42% | 3.41% |
| Refunds | N/A | N/A | 6 | 6 |
| Return Rate % | N/A | N/A | 6.1%† | 6.1%† |
| B2B Revenue (£) | N/A | N/A | £2,900.22 | £2,900.22 |
| B2B % of Revenue | N/A | N/A | 25.8% | 19.9% |
| ASP (£) | £99.99 | £124.34 | £113.33 | £114.80 |
| P&L | ||||
| Total COGS (£) | £193 | £1,158 | £4,904 | £6,256 |
| Amazon Fees (£) | £53 | £292 | £1,152 | £1,497 |
| Contribution Before Ads (£) | £253 | £1,409 | £5,165 | £6,827 |
| PPC Spend (£) | N/A | N/A | £1,076 | £1,076 |
| Voucher Cost (£) | N/A | N/A | £108 | £108 |
| Net Contribution (£) | £253 | £1,409 | £3,980 | £5,642 |
| Net Margin % | 50.6% | 49.3% | 35.5% | 38.7% |
| Variants | ||||
| 2-Pack Units | 5 | 20 | 87 | 112 |
| 6-Pack Units | 0 | 3 | 12 | 15 |
| 2-Pack % of Units | 100% | 87% | 88% | 88% |
* Cumulative TACoS = total PPC spend / total revenue across all periods | † Return rate tracked from W/E 15/5 only (3 weeks)
Operational Notes - W/E 29th May 2026
Week Summary
Best revenue week since launch at £3,561.74 and 33 units. The headline number is inflated by a B2B surge on Thursday and Friday - 9 B2B units contributed approximately £1,019 in B2B revenue on those two days alone (£658 Thursday, £360 Friday). Strip those out and the underlying consumer run rate is approximately £2,453 from 23 units, which is still strong and consistent with the trajectory established since PPC went live.
PPC - First Full Week
The campaigns ran their first complete 7-day week this period. ACoS of 19.4% is in the green zone. The lead campaign (G3-Generic Broad) is hitting its £25/day daily budget cap and should be increased to £35–40/day to capture the volume it is being throttled on. The 6-pack campaigns (G2-LongRange and G4-TwoWayPMR) are converting at very low ACoS when they do sell - G4-TwoWayPMR Phrase at 0.77% ACoS is exceptional. Organic share at 30% reflects expected PPC dominance in the early weeks; this should improve as rankings mature.
Voucher
The 10% voucher launched 26 May. 12 redemptions and 38 saves in 3.5 days is decent early traction. £108 of the £1,000 budget has been used. Too early to draw conclusions on impact - assess after a full 2–3 week run. Voucher cost is included in this week's P&L (£108).
Keyword Rankings (Helium 10 - 31/05/2026)
Rankings are improving broadly across long-tail and mid-tail terms since PPC launched 12 May. The head terms require sustained sales velocity to push onto page 1.
Inventory
Actions Required