1 Large Yoga Mat profit β $2,140
What changed: CVR deteriorated despite stable traffic and search demand.
Likely driver: Delivery window deteriorated from 2 days to 6 days.
Financial impact: approximately $2,140/week.
Amazon profit intelligence
Illuminate whatβs driving your Amazon business.
See what changed. Understand why. Know what to do next.
Every Amazon metric tells part of the story. Selluma closes the loop to profit by connecting the products, ads, keywords, market signals, and operational factors behind the change.
Profit-firstAI-powered investigationSecure & private
Overview
What changed this week?
May 5 β May 11 vs Apr 28 β May 4
Net Profit
$24,530
+8.7%
Sales
$152,890
+5.6%
Units
1,842
+3.2%
Ad Spend
$19,340
-2.1%
TACOS
12.9%
-0.8 pts
Top Profit Change Drivers
Large Yoga Mat+$2,180
Yoga Towel+$1,020
Blocks (2pc)+$640
Mini Yoga Mat+$300
Top Metric Changes
Organic Sales+10.7%
Conversion Rate+10.9%
Ad Spend-2.1%
ACoS+10.0%
Dig Deeper
ProductsCampaignsKeywordsSearch Terms
Large Yoga Mat+$3,180+$320+$2,920+16.7%
Yoga Towel+$1,020+$150+$1,360+12.5%
Blocks (2pc)+$640-$60+$720+8.2%
Two questions drive Selluma. Two loops close the gap.
The product is organized around the two things operators actually do: investigate a change, then measure whether an intervention worked.
Discovery loop
Something changed. Why?
1 Profit changeβ
2 Which product?β
3 Which metric?β
4 Root causeβ
5 Financial impact
Work backward from the business outcome to identify the products, metrics, campaigns, search terms, market signals, or operational factors most responsible.
Experiment loop
I changed something. What happened?
1 Interventionβ
2 CTR / CVRβ
3 PPCβ
4 Organic liftβ
5 Profit
Measure what happened before and after the change, across the full product line, to determine whether the decision actually made you more money.
Detect β Diagnose β Hypothesize β Test β Measure β Learn β Decide β Repeat Β· Always anchored to profit.
Flexible comparison
Compare any two periods. Immediately see what drove the difference.
Every important KPI sits beside the prior period, its change, and the products or drivers responsible for that difference.
βChoose any two periods.
βSee sales, profit, traffic, conversion, ads, and organic metrics together.
βAutomatically rank the biggest drivers.
βDrill from overview to root cause in minutes.
Week A vs. Week BMay 5 β May 11 vs Apr 28 β May 4
| Metric | Previous | Current | Change | Ξ% |
|---|---|---|---|---|
| Net Profit | $22,370 | $24,530 | +$2,160 | +9.7% |
| Sales | $144,780 | $152,890 | +$8,110 | +5.6% |
| Units Sold | 1,785 | 1,842 | +57 | +3.2% |
| Sessions | 142,540 | 146,300 | +3,760 | +2.7% |
| Conversion Rate | 12.2% | 12.9% | +0.7 pts | +5.7% |
| Ad Spend | $19,750 | $19,340 | -$410 | -2.1% |
| Organic Sales | $106,420 | $114,060 | +$7,640 | +7.2% |
Largest product driver
Large Yoga Mat
+$3,180 contributionLargest metric driver
Organic Sales
+$7,640 vs. prior periodEvery week, know what actually deserves your attention.
Selluma surfaces the few changes that materially impact the business, with evidence and a specific next question to investigate.
2 Mini Yoga Mat profit β $870
What changed: PPC investment increased and organic rank improved across four hero keywords.
Deep dive: $420 of incremental spend was associated with roughly $840 of incremental total sales.
Opportunity: increased advertising may be generating positive incremental returns. Test pushing more.
3 Blocks ad spend β $540
What changed: Total sales remained flat while organic sales declined.
Question: Did advertising cannibalize organic sales, or did organic rank / purchase share weaken independently?
Next step: inspect organic rank and purchase share before deciding whether to cut spend.
Experiment intelligence
Did your experiment actually make you more money?
Selluma detects or records meaningful changes, draws a line in the sand, then measures what happened before and after, all the way to incremental profit.
Main image changes
Listing / content changes
Price changes
Promotions / coupons
PPC spend / bid changes
Inventory / OOS / delivery
Main Image Experiment: βExtra Largeβ β βNon-Slipβ
Non-Slip Searches
Organic Rank#17 β #8
Purchase Share+26%
Large / Long Searches
Organic Rank#4 β #9
Purchase Share-19%
Overall
CTR+7%
CVRFlat
PPC Spend+$45
Organic Sales-$470
Net Result
-$240 / week
The image improved its target search terms but hurt the broader product line.
Donβt measure whether the metric improved. Measure whether the decision made you more money.
Connect PPC, organic lift, and incremental profitability.
Most PPC tools stop at advertising attribution. Selluma connects the entire chain.
PPC Spend
+$1,000
β
PPC Sales
+$1,400
β
Organic Rank
#20 β #9
Estimated Organic Sales
+$2,100
β
Total Product-Line Profit
+$620
β
Result
+$620
Increasing advertising investment was associated with positive incremental profit.
The TACOS Fallacy
Higher TACOS does not necessarily mean lower profit. Low TACOS can hide lost profit.
Profit is the outcome.Every metric is an input. Incremental profit is the decision criterion.
Diagnose the business, not just the symptom.
Demand down?
Compare search-volume trends with your own performance.
Lost market share?
Check sessions, SQP, organic rank, and competitors.
Conversion down?
Investigate price, reviews, listing, inventory, and delivery speed.
Advertising down?
Identify which campaigns and search terms drove the change.
Operational issue?
Detect OOS, delayed shipping, fee changes, and supply constraints.
Profit changed?
Quantify exactly which products and factors moved the needle.
From confusion to clarity in 5 steps
Pick any two time periods. Selluma shows you what changed, why it changed, and what to do.
1
Compare Any Two Periods
Choose any two date ranges to instantly surface what changed.
2
Identify Top Drivers
Automatically rank the products, metrics, campaigns, and keywords responsible for the biggest changes.
3
Drill Down Deep
Follow the data down to campaigns, search terms, and other factors to find root causes.
4
AI Explains Why
AI analyzes the data and explains what happened in plain English.
5
Take Action
Get prioritized, actionable next steps so you can improve profit fast.
Continuous insights. Continuous growth.
Answer the questions that drive your profit
Real answers to the questions top sellers ask every day.
Why did profit go down this week?
Pinpoint the products, campaigns, or keywords that caused the decline and quantify the impact.
Which SKUs are driving growth?
See which products gained the most profit and what changed to drive the improvement.
Did more ad spend drive more profit?
Understand whether increased ad spend is actually increasing profit or just sales, and expose wasted spend.
How much incremental profit came with improved organic rank?
Quantify the real profit impact of moving up the search results, for example from #20 to #9.
What caused the CVR change?
Get CVR-change alerts with hypotheses that account for review rating changes, OOS, delayed shipping windows, competitor Buy Box changes, and competitor rating changes. Connect the dots so you can act on the real causes.
Did a listing change move the needle?
Measure the impact of price changes, main image tests, and content updates on CTR, CVR, and profit.
Built by a 7-figure seller for 7-figure sellers.
Selluma is being designed around the workflow experienced Amazon operators already know they should be doing: compare periods, find the products responsible for a change, drill into advertising and organic performance, understand market context, and quantify what actually affected profit.
Not just another dashboard. A system for deciding what deserves attention and what to do next.
βI spent 50+ hours per week using this exact workflow to manage over $50M in spend - now it's replicated and automated so you get instant visibility with actionable next steps in seconds instead of hours.βFounder, Selluma
AmazonGrΓΌnsDryWaterElton John Eyewear
Stop investigating your Amazon business manually.
See what changed. Understand why. Know what to do next.
Selluma closes the loop to profit, turning scattered Amazon reports into one connected decision-intelligence layer.
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