DEWALT UK | Weekly Dashboard | W/E 25 September 2026

Revenue Trend - All 28 Weeks

Weekly Revenue & Net Contribution (£)

Units Sold Per Week

Trend Spotter

Sessions vs Conversion

Conversion Down

2.37%

Sessions 1,518 (+25.7%), conversion 2.37% (-1.69pp)

The image-led gain of the last two weeks (4.55% and 4.06%) has gone, and conversion is back at the 2.43% pre-image level. PPC clicks rose from 716 to 1,085, which accounts for almost all of the 310 extra sessions. The likely cause is broader, lower-intent paid traffic rather than a listing fault. The 2-Pack still held a 99.8% Buy Box.

Advertising Efficiency

Over Target

41.7%

ACoS doubled on 50% more spend

G3-Generic Broad (2pk) took £385 (49% of spend) at 29.1% ACoS, which is better than last week’s 49.6%. The damage came from the next tier: 30 campaigns spent £291.91 with no sales, including walkie-talkies-for-adults Broad (£75.82) and G6-Competitors Exact (£55.88). DW_Defense made no sales this week, after £554 last week.

Milestone

£100k Passed

£103,991

Cumulative revenue after 28 weeks

756 units and £25,338 net contribution (29.2% margin) since launch on 20/03/2026. Every week has been profitable. September now stands at £21,902 over four weeks, against £26,506 for August.

Performance Detail

Revenue
Gross Revenue	£4,762.07
B2B Revenue	£1,739.85 (36.5%)
B2C Revenue	£3,022.22 (63.5%)
Cost of Goods
DXPMR800 2-Pack (26 × £38.71)	-£1,006.46
DXPMR800-BCH6 6-Pack FBA (2 × £128.02)	-£256.04
4-Pack MFN bundle (6 × £77.42)	-£464.52
8-Pack MFN bundle (1 × £154.84)	-£154.84
Headset 2-Pack MFN (1 unit, £39.99 revenue)	Cost TBC
Total COGS (known lines)	-£1,881.86
Amazon Fees
Referral 7% + FBA + DST, net of VAT	-£359.79
Referral £333.34 + FBA £89.94 + DST £8.47, ÷ 1.20	Note below
Marketing
PPC Spend (actual - campaign report 19–25 Sep)	-£788.79
Result
Gross Contribution (pre-VAT)	£1,731.63
VAT on Revenue (20% element)	-£793.68
Net Contribution	£937.95
Net Margin (ex-VAT revenue £3,968)	23.6%

This Week Metrics

Sessions

1,518

▲ +25.7% vs last wk (1,208)

CVR

2.37%

▼ -1.69pp vs last wk (4.06%), back to the 2.43% pre-image baseline

Buy Box

99.8%

― Maintained (2-Pack 99.79%, all others 100%)

PPC Units

20

― 55.6% of total units (was 40.8%) - same PPC units, organic volume fell

● 3 units refunded this week per the Business Report (21, 24 and 25 Sep), 8.3% of the week’s units. The FBA ledger shows one 6-Pack returned as customer-damaged on 20/09, now held as unsellable at LBA2. The other refunds are not yet visible as FBA receipts (returns can lag refunds, or relate to MFN orders).

Variant Split - W/E 25 September

2-Pack ★

26

£2,602.20 • £100.08/u blended

▲ +23.8% vs last wk (21u)

6-Pack FBA

2

£599.98 • £299.99/u

▼ Down from 6u last wk

4-Pack MFN

6

£1,139.91 • £189.99/u

▼ -45.5% vs last wk (11u)

8-Pack MFN

1

£379.99 • £379.99/u

― Flat vs last wk (1u)

12-Pack MFN

0

£0.00

▼ Down from 1u last wk

Headset

1

£39.99 • 2-Pack MFN

▼ No single sales (9u last wk)

2-Pack held at £99.99 for the full week; blended ASP £100.08/u (one Irish order at £102.48). One 2-Pack order was merchant-fulfilled. 6-Pack unchanged at £299.99. 4-Pack now at £189.99. No coupons or promotions ran. Bundle & headset share of revenue eased to 32.8% (£1,559.89) from 45.1%, with no 12-Pack or single headset sales this week.

Amazon Fees Note: Fees are calculated from the orders report at the corrected Consumer Electronics referral rate of 7% (applied across all revenue lines), plus the fulfilment fee on Amazon-fulfilled units (25 × £3.20 on the 2-Pack, 2 × £4.97 on the 6-Pack), plus 2% digital services tax, then divided by 1.20 because the VAT on fees is reclaimable. Bundle lines and the one merchant-fulfilled 2-Pack carry no fulfilment fee. Landed costs (£38.71 2-Pack, £128.02 6-Pack) carried forward unchanged. The DXPMRSV1 headset range’s landed cost is still not modelled (1 unit, £39.99 this week, immaterial). The category reclassification case remains open on the historical overcharge of £618.73 covering orders from 21 May to 30 July 2026.

Revenue
Gross Revenue	£6,983.80
B2B Revenue	£2,015.79 (28.9%)
B2C Revenue	£4,968.01 (71.1%)
Cost of Goods
DXPMR800 2-Pack FBA (21 × £38.71)	-£812.91
DXPMR800-BCH6 6-Pack FBA (6 × £128.02)	-£768.12
4-Pack MFN bundle (11 × £77.42)	-£851.62
8-Pack MFN bundle (1 × £154.84)	-£154.84
12-Pack MFN bundle (1 × £256.04)	-£256.04
Headset single (9 units, £265.91 revenue)	Cost TBC
Total COGS (known lines)	-£2,843.53
Amazon Fees
Referral 7% + FBA + DST, net of VAT	-£498.00
Referral £488.87 + FBA £97.02 + DST £11.72, ÷ 1.20	Note below
Marketing
PPC Spend (actual - campaign report 12–18 Sep)	-£525.78
Result
Gross Contribution (pre-VAT)	£3,116.49
VAT on Revenue (20% element)	-£1,163.97
Net Contribution	£1,952.52
Net Margin (ex-VAT revenue £5,820)	33.5%

Week Metrics

Sessions

1,208

▲ +24.8% vs last wk (968)

CVR

4.06%

▼ -0.49pp vs last wk (4.55%), still well above 2.43% pre-image baseline

Buy Box

99.8%

― Maintained

PPC Units

20

― 40.8% of total units (was 45.5%) - same PPC units, higher organic volume

● 2 units refunded this week (1 defective 2-Pack disposed, 1 refused-delivery 2-Pack returned to stock as sellable). Business Report shows 2 units refunded, 4.1% of the week’s units.

Variant Split - W/E 18 September

2-Pack FBA ★

21

£2,063.09 • £98.24/u blended

▼ -30.0% vs last wk (30u)

6-Pack FBA

6

£1,769.94 • £294.99/u

▼ Down from 8u last wk

4-Pack MFN

11

£1,964.88 • £178.63/u

▲ +120.0% vs last wk (5u)

8-Pack MFN

1

£379.99 • £379.99/u

● First sale of the month

12-Pack MFN

1

£539.99 • £539.99/u

● First sale of the month

Headset (Single)

9

£265.91 • £29.55/u blended

▲ Up from 0 last wk (1 headset bundle sold instead)

2-Pack held at £99.99 for the full week; blended ASP £98.24/u. 6-Pack moved to £299.99 (from £289.99); blended £294.99/u. No coupons or promo mechanics active this week. Bundle & headset share of revenue rose to 45.1% (£3,150.77) from 15.8% last week, driven by the first 8-Pack and 12-Pack sales of the month plus strong 4-Pack volume (11 units, up from 5).

Amazon Fees Note: Fees are calculated line by line from the orders report at the corrected Consumer Electronics referral rate of 7% (applied across all revenue lines), plus the applicable fulfilment fee on Amazon-fulfilled units (£3.20 on the 2-Pack, £4.97 on the 6-Pack), plus 2% digital services tax, then divided by 1.20 because the VAT on fees is reclaimable. Bundle lines carry no fulfilment fee. The DXPMRSV1 headset range’s landed cost is still not modelled and is excluded from COGS above (9 units, £265.91 revenue this week, a mix of 1 FBA and 8 MFN units - immaterial to net contribution but growing volume, worth costing soon). The category reclassification case remains open on the historical overcharge of £618.73 covering orders from 21 May to 30 July 2026.

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 (5 wks)	£21,520.58	155	£1,353	~22%†	£5,431.36	30.3%	£6,689 (31.1%)
August 2026 (4 wks)	£26,505.64	164	£1,840.02	~16.0%†	£7,292.23	33.0%	£6,924.49 (26.1%)
September 2026 (4 wks)	£21,901.78	152	£2,292.89	26.3%	£5,463.45	29.9%	£5,560.48 (25.4%)
Cumulative (28 wks)	£103,991.42	756	~£8,268 est.	-	£25,337.51	29.2%	~£25,601 est.

Revenue = gross inc. VAT. Net Contribution and Net Margin calculated on ex-VAT revenue basis (gross ÷ 1.2). †July and August ACoS blended (July: PPC paused W/E 3–10 Jul, partial week W/E 17 Jul; August: derived from each week’s reported ACoS). August was the strongest month yet at £26,505.64. September opened softly (W/E 4 Sep: £3,851.42, 23 units), rebounded on updated main images, refreshed A+ content and the 2-Pack price returning to £99.99 (W/E 11 Sep: £6,304.49; W/E 18 Sep: £6,983.80, the highest unit week yet), then eased in week four as conversion and PPC efficiency slipped (W/E 25 Sep: £4,762.07, 36 units). The four-week month total is £21,901.78 with blended ACoS of 26.3%. Cumulative revenue passed £100,000 in week 28.

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%	Previous record wk
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
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
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 prev record • 2pk 40u
31 Jul 2026	£5,847.82	£4,873.18	42	1,415	2.97%	£2,069.79	£608.55	27.4%	£1,270.78	26.1%	B2B record • Price changes
07 Aug 2026	£8,989.37	£7,491.14	59	1,113	5.30%	£2,289.84	£541.15	11.0%	£2,537.46	33.9%	★ ALL-TIME RECORD • ACoS 11.0% - best ever
14 Aug 2026	£7,731.94	£6,443.28	49	1,110	4.41%	£1,344.86	£506.93	14.6%	£2,175.00	33.8%	2nd best week • Bundles 41% of revenue
21 Aug 2026	£4,264.66	£3,553.88	27	859	3.14%	£1,874.85	£395.06	28.9%	£1,086.48	30.6%	Record run ends • B2B 44% • ACoS breaks target
28 Aug 2026	£5,519.67	£4,599.73	29	958	3.03%	£1,414.94	£396.88	23.0%	£1,493.29	32.5%	6-Pack consignment lands • Returns clean • Reviews escalated
04 Sep 2026	£3,851.42	£3,209.52	23	946	2.43%	£574.96	£471.65	29.1%	£889.61	27.7%	Slow week • Rating dips to 3.2 • Headphones live
11 Sep 2026	£6,304.49	£5,253.74	44	968	4.55%	£1,229.88	£506.67	19.2%	£1,683.37	32.0%	Strong rebound • Images & price update • Headset first sale
18 Sep 2026	£6,983.80	£5,819.83	49	1,208	4.06%	£2,015.79	£525.78	20.5%	£1,952.52	33.5%	Highest unit week yet • 8/12-Pack first sales • Brandstore issue flagged
25 Sep 2026 ◀	£4,762.07	£3,968.39	36	1,518	2.37%	£1,739.85	£788.79	41.7%	£937.95	23.6%	£100k cumulative passed • CVR back to 2.4% • ACoS 41.7%

Revenue = gross inc. VAT. Net Rev = ex-VAT (gross ÷ 1.2). W/E 10 Jul sessions 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). Margins from W/E 7 Aug onward reflect the corrected Consumer Electronics 7% referral rate - earlier weeks used a blended basis of roughly 9.6% and are not directly comparable until the fee correction is confirmed on invoices. Landed unit costs (£38.71 2-Pack, £128.02 6-Pack) have been carried forward unchanged since W/E 4 Sep; a pricing and promo refresh is in progress but not yet signed off, so the latest figures still reflect current live pricing only.

FBA Inventory & Variant Sales

B0GP72GBRQ / DXPMR800

2-Pack + Dual Charging Dock

FBA Fulfillable118 units

Reserved / Processing3 units

Total In-Network128 units

Inbound0 units

Weeks Cover (at 26u/wk)~4.5 weeks ▼

Price£99.99 (unchanged, full week)

AMBER - COVER TIGHTENING

Cover fell to ~4.5 weeks (from ~7.1) as 2-Pack sales rose to 26 and fulfillable stock dropped by 31 units. Nothing inbound. At the ~2.8x Black Friday uplift in the demand plan, current stock would last under two weeks of peak trading. A replenishment shipment is needed before mid-November.

B0GRJBJ67X / DXPMR800-BCH6

6-Pack + Multi-Unit Charging Dock

FBA Fulfillable52 units

Unsellable1 unit

Reserved1 unit

Inbound0 units

Total In-Network54 units

Weeks Cover (2-wk avg 4u/wk)~13 weeks ▲

Price£299.99 (unchanged)

GREEN - COVER HEALTHY

Only 2 units sold this week, down from 6, and no 6-Pack campaign made a sale. Cover rose to ~13 weeks on the 2-week average. One customer-damaged return arrived on 20/09. The HazMat case-pack-only rule still applies to any 6-Pack replenishment.

Bundles & Headset Range

4/8/12-Pack MFN + DXPMRSV1 Headset

4-Pack Sold This Week6 units (£1,139.91)

8-Pack Sold This Week1 unit (£379.99)

12-Pack Sold This Week0 units

Share of Week’s Revenue32.8% (£1,559.89)

Headset Units Sold1 x 2-Pack MFN (£39.99)

Headset FBA Stock71 units

Active CouponsNone

AMBER - BUNDLE MIX SOFTER

4-Pack volume fell to 6 units (from 11) at the new £189.99 price, including one order for 3 units. No 12-Pack or single headset sales, after 1 and 9 last week. 71 headsets sit in FBA with no single sales this week. MFN stock levels confirmed fine.

Units Sold by Variant - This Week

Cumulative Unit Mix - All 28 Weeks (756 units)

Advertising & Organic Performance

TACoS

16.6%

Target <10% - over

ACoS

41.7%

Target <20% - over

ROAS

2.4x

Target >5x - under

Ad Spend

£788.79

50 campaigns, 34 with spend

PPC Sales

£1,891

39.7% of revenue

Organic

£2,871

60.3% of revenue

Revenue Split - Organic vs PPC

Organic 60.3% - £2,871

PPC 39.7% - £1,891

Impressions, Clicks & CPC

Impressions

115,808

Clicks

1,085

CTR 0.94%

Avg CPC

£0.73

Campaign Performance - W/E 25 September (Top 12 by Spend)

Campaign	Spend	Sales	ACoS	ROAS
G3-Generic \| Broad (2pk)	£385.12	£1,324.80	29.1%	3.4x
Auto - Substitutes Match (2pk)	£106.51	£399.96	26.6%	3.8x
SKC \| walkie-talkies-for-adults \| Broad (2pk)	£75.82	£0.00	No sales	-
G6-Competitors \| Exact (2pk)	£55.88	£0.00	No sales	-
G2-LongRange \| Exact (6pk)	£31.93	£0.00	No sales	-
G3-Generic \| Phrase (2pk)	£18.37	£0.00	No sales	-
DW_Defense \| Self-ASIN \| Product Targeting	£18.31	£0.00	No sales	-
G4-TwoWayPMR \| Phrase (6pk)	£17.94	£0.00	No sales	-
G2-LongRange \| Phrase (6pk)	£11.48	£0.00	No sales	-
SKC \| walkie-talkies \| Broad (2pk)	£9.37	£0.00	No sales	-
Auto - Loose Match (2pk)	£9.27	£0.00	No sales	-
G1-CoreAdult \| Phrase (6pk)	£7.18	£0.00	No sales	-
All other campaigns (38 incl. zero-spend)	£41.61	£166.64	-	-
Total (50 campaigns, 34 with spend)	£788.79	£1,891.40	41.7%	2.4x

ACoS rose to 41.7% (from 20.5%) and TACoS to 16.6% (from 7.5%). Spend was up 50.0% while PPC sales fell 26.4%. Only four campaigns made a sale: G3-Generic Broad (2pk, £1,324.80 at 29.1% ACoS, better than last week’s 49.6%), Auto Substitutes (£399.96), Auto Close Match (£83.32) and the dewalt-walkie-talkies-plural exact term (£83.32). Spend with no sales rose to £291.91 across 30 campaigns (37.0% of spend, up from 9.3%). DW_Defense kept a 66.6% top-of-search share but made no sales, after £554.12 last week. None of the 14 6-Pack campaigns with spend made a sale.

Actions & Commentary

Immediate Actions

Run a PPC review this week: pause or cut bids on the zero-sale campaigns (walkie-talkies-for-adults Broad £75.82, G6-Competitors Exact £55.88, the 6-Pack G2/G4/G1 set), and add negatives from the G3-Generic Broad search terms, which took 49% of spend.
Check why conversion fell to 2.37%: compare search terms against last week, and recheck the listing images, A+, price and the star rating (last seen at 3.2★ on W/E 4 Sep).
Create the DeWalt brand store assets SBD asked for (category banner with written title and a description banner) in time for the early-October publication.
Confirm the Black Friday / Cyber Monday deal submission. The deadline was 23/09 and the submission has not been confirmed.
Confirm a reply was sent on the missing-item complaint for order 205-9433201-0215525 (4-Pack x3). Amazon’s reply deadline was 25/09.
Plan a 2-Pack FBA replenishment now. Cover is ~4.5 weeks with nothing inbound, and Black Friday stock is needed by mid-November.
Add B2B pricing to the DeWalt Amazon products (new task from the 24/09 triage).

Ongoing Issues & Forward Look

Brand store mapping resolved 23/09: B0GP72GBRQ now links to the official DeWalt store. SBD will add the two-way radio range to the official DeWalt UK store at the start of October.
Star rating (3.2★ as at W/E 4 Sep) still not rechecked. The review removal case is closed with no further action, and Amazon has said the ASIN merge is not feasible.
Shine Flex UK brandstore takedown requested by SBD on 17/09. The decision with Rob Parry has not been confirmed.
Headset range (DXPMRSV1): 71 units in FBA, no single sales this week, and the landed cost is still not modelled in the P&L.
Fee category correction remains open: 6-Pack reclassification from Electronics Accessories to Consumer Electronics, £618.73 recoverable on orders 21 May to 30 July.
Pricing and promotional plan refresh (full repricing matrix, Lightning Deal and BF/CM tiers) is still awaiting sign-off. Current live pricing is unaffected.
28 weeks cumulative: £103,991 revenue, 756 units and £25,338 net contribution. Profitable every week since launch, and past £100k this week.