Veeqo Profit Analyzer - Overview

One powerful way for you to optimize your profitability is through robust reporting and in-depth profit analytics. The Veeqo Profit Analyzer provides you with access to valuable data and insights that go beyond what's available in your individual channels. The dashboard leverages data from all of your connected sales channels, including Amazon, eBay, Shopify, and more, to provide a unified view of your performance.

By leveraging the Profit Analyzer, you can:

Gain a deeper understanding of your unit economics and profitability drivers
Identify opportunities to reduce your cost to serve and improve margins
Make more informed, data-driven decisions to grow your top-line sales

The Profit Analyzer is included as part of Veeqo's free suite of shipping tools.

How to Use VPA

The main dashboard presents key metrics across 5 different time periods as standard:

Today,
Yesterday,
Month-to-Date,
Current Month (Forecast)
Last Month

You can also set a Custom data range and pick a specific channel.

NOTE: Each tile has it's own Custom date range, using this you will be able to see the date and time the information is up to date until.

You will be able to see historical profit data for last 60 days for Amazon and 30 days from eBay and Shopify from these channels in Veeqo Profit Analyzer.

For other channels, Veeqo Profit Analyzer will show profit data from the day you connect your store in Veeqo. This also applies to data imported from Amazon such as FBA fees and ad costs.

NOTE: To pull in information from your FBA store, follow this guide to connect FBA to Veeqo.

Veeqo's Profit Analyzer can surface different types of data in different parts of the tool. These are:

1. Analyzer Dashboard Tiles

Type of data	Explanation
Sales	The overall number of sales you've made during the given period (including shipping revenue & sales tax and excluding discounts) with how the Sales figure is trending Vs the last period, based on the date range.
Number of orders	The number of orders you've completed during the selected period.
Number of units sold	The total number of products you've sold during the selected period
Cost of goods	The total cost price of the products sold during the selected period. Total cost of goods for the period based on the cost of each product in the system. We use the average cost from purchase orders (if you use that functionality). If you have updated the cost for the product in the VPA product table or on the inventory page, we will use that cost to determine costs of goods sold.
Ads cost	Total cost spent on Advertising through Amazon on the following Ad properties: Sponsored Product Sponsored Display Sponsored Brands Note: You can learn about connecting Amazon Ads later in this guide
Marketplace fees	Total marketplace fees paid to stores/ channels for the period. This includes the commission charged for the orders received on the stores. Data is available only for Amazon and eBay. Amazon fees are finalized when Amazon does settlement on your account (which can take up to 14 days). Before settlement, you will see "0" for referral fees from Amazon to show this value. We replace the 0 value with the actual value when settlement report is generated for that order period. Note: All FBA fees are not included in marketplace fees.
FBA Fees	Total fees charged by Amazon FBA for the period. This fees is allocated to a date based on when Amazon charges you instead of the period it was charged for.
Shipping Fees	The total value of shipping labels bought for order fulfillment in Veeqo (minus any applied Veeqo Credits balance)*
Gross Profit	Total profit before taxes for the selected period. The formula used to calculate this is: Sales - Sales tax - COGS - Ads cost - Channel Fees - FBA fees - Net shipping costs
Margin	Your overall profit margin based on the selected period. The formula used to calculate this is: Gross Profit/Total Sales

2. Profit and Loss (P&L) Data

This data is specifically available by clicking See Details in addition to a more detailed view of the Dashboard Tile data listed above. This P&L breaks down the sales, advertising, fulfilment, and other costs at a granular level, providing visibility into the profitability drivers for your business as a whole as well as at the individual product level.

Type of data	Explanation
Units Sold	The number of product units sold and their associate Amazon Ad Attribution
Veeqo Credits earned	The amount of Veeqo Credits earned by orders in the selected period.
Total ACOS	The total advertising cost of sales during the selected period. (Advertising Cost/ Sales)

3. Products Overview

The product-level view in the Profit Analyzer dashboard allows you to analyze sales, costs, and profit margins for each of their SKUs.

You can sort and filter the product table to identify your top and bottom performing products, you can change the date range by either selecting the relevant tile or using the custom date fields that apply to the tile, and dive into the detailed P&L for any given product by clicking See Details.

Type of data	Explanation
Product Image, Name and Cost (In Veeqo)	The key information stored about the product in Veeqo, the image associated with the product, its name as listed in Veeqo and the cost attributed to it.
SKU	The specific SKU identifier for the product.
Net Sales	Net Sales as above worked out on an individual product basis.
Gross Profit	Gross Profit as above worked out on an individual product basis.
Margin	Margin as above worked out on an individual product basis.
Number of Units Sold	How many units of this individual product have sold during the selected period.
FBA Fees (Learn how to connect FBA to Veeqo)	Any fees incurred from the product being Fulfilled by Amazon (FBA) during the selected period.
Marketplace Fees	Total marketplace fees paid to stores/ channels for the period. This includes the commission charged for the orders received on the stores. Data is available only for Amazon and eBay. Amazon fees are finalized when Amazon does settlement on your account (which can take up to 14 days). Before settlement, we are using estimated amount for referral fees from Amazon to show this value. To use estimated referral fees, we are getting estimated referral fees per sku from Amazon (this is based on price) every 1/ 3 days. We apply the latest estimated fee available when order is received from Amazon. We replace this estimated value by actual value when settlement report is generated for that order period. Note - All FBA fees are not included in marketplace fees.
Amazon Ad cost	Total cost spent for this product on Advertising through Amazon on Ad properties - Sponsored Product, Sponsored Display
Net Shipping cost	The cost of shipping this product net any Veeqo Credits redeemed during the selected period.

You can also see a product's inventory at a glance by clicking the info icon.

This empowers you to make more informed decisions about pricing, advertising, inventory management, and other key business strategies.

This data is specifically available by clicking See Details in addition to a more detailed view of the Dashboard Tile data listed above.

Type of data	Explanation
Units Sold	The number of product units sold and their associate Amazon Ad Attribution
Veeqo Credits earned	The amount of Veeqo Credits earned by orders in the selected period.
Total ACOS	The total advertising cost of sales during the selected period. (Advertising Cost/ Sales)

4. Products Detailed View

This data is specifically available by clicking See Details in addition to a more detailed view of the Top Products data listed above.

Type of data	Explanation
Cost of Goods Sold	The associate cost price from selling this product in the selected period
Sales Tax	The amount of sales tax applied to this product during the selected period

How to Connect to Amazon Ads

To connect and give permission to import your Amazon Ads data, click the settings cog on the Profit Analyzer dashboard.

This will open a modal which will allow you to log in and authorise ads on a store by store basis by clicking Login with Amazon.

Understanding Amazon Ads in Profit Analyzer

The Profit Analyzer can display information from 3 different types of Amazon Ad.

Sponsored Products:

IMPORTANT: Profit Analyzer's sales attribution for Sponsored Product ads would be for the advertised product sold and other non-Advertised product sold that is attributable to the campaign ('halo effect') within 1 day of the click by your end customer.

Cost-per-click (CPC) ads that promote individual product listings on Amazon and select premium apps/websites.
You select products to advertise and choose keywords to target, or let Amazon's systems target relevant keywords automatically.
Ads may be displayed at the top, alongside, or within shopping results and on product pages, on desktop and mobile.
When customers click your ad, they are taken to the advertised product's detail page.
Eligible products have Product ASINs appearing in ads as well as any other products sold by the Seller Central merchant.

Sponsored Display:

IMPORTANT: Sales attribution for Sponsored Display ads would be for advertised product sold and other non-Advertised product sold by you attributable to the campaign ('halo effect') within 14 days.

A display advertising solution to help you advertise to customers as they stream, shop, browse, or game across various channels.
Placements are automatically selected and optimized based on your targeting tactic to drive your desired outcome.
When customers click your ad, they may be taken to a product detail page on Amazon (if you sell in the Amazon store) or an external website (if you don't sell in the Amazon store).
Eligible products are Product ASINs appearing in ads as well as any other products from the same brands. Attributed purchases may include sales by Amazon or third-party sellers, in New or Used condition.

Sponsored Brands:

IMPORTANT: As Sponsored Brand data from Amazon does not provide cost data by SKU, we would allocate sponsored brand spend to SKU based on the sales of each SKU during the time period.

We attribute sales from the ad type to Amazon channel level, but don’t have data to attribute sales from this ad type to a SKU. Instead, this will be added to your Organic total for those SKU.

Promotes discovery and consideration of brands by using static and video brand creatives in the shopper journey, helping drive traffic to your brand Store or product detail page.
Ads may be displayed on top of, alongside, or within shopping results, on both desktop and mobile.

NOTE: Amazon shares Amazon Ads data with a lag of 1-2 days.

Amazon validates every click to make sure advertisers are not charged unnecessarily. This validation process can take up to three days; during this period, you may notice some fluctuation in your performance data.

Conversion sales data is refreshed and validated at daily, weekly, and monthly intervals, and is subject to change for up to 35 days back from the campaign date.

FAQs

Why is Veeqo offering all this reporting for free?
Veeqo's aim is to reduce a Seller's cost to serve Amazon's buying customers. At Veeqo, we believe when Sellers can reduce their costs, they will reinvest in their business to accelerate growth for their business and Amazon.

One way a Seller can reduce their cost to serve is through accurate reporting and profit analytics. Veeqo has access to data that isn't available in Seller Central and we want to empower Sellers with this data so that they can grow top line sales, reduce unit cost to serve and increase profitability.

Veeqo's shipping and inventory software is free to use and we are now including Veeqo Profit Analyzer in our suite of free tools.
Can I use Veeqo Profit Analyzer if I'm not an Amazon seller?
Yes! Veeqo is made for multichannel sellers and you do not need an Amazon account or store to use Veeqo Profit Analyzer.
What access will Amazon have to my data?
Amazon takes confidentiality and security seriously. Veeqo's data is stored in a separate AWS data store where it is encrypted and protected by access or disclosure from Amazon.
Importantly Amazon will not have access to sellers' product sales data for off-Amazon sales. Veeqo's seller information is secured against inappropriate loss, access, or disclosure.
Veeqo's seller information will only be accessed by Amazon to the extent necessary to provide and improve Veeqo's services or to assess and manage logistics provider performance.
Do I have to ship my orders with Veeqo to get access to Veeqo Profit Analyzer
No. You can use Veeqo Profit Analyzer for free on Veeqo and do not need to ship your orders with Veeqo.

But profit calculation in Profit Analyzer won't include shipping cost. Profit Analyzer considers shipping cost of labels purchased in Veeqo only.
Will I have access to my historical profit data when I connect my store?
Veeqo imports 60 days historical data from Amazon (including Ads and FBA fees breakdown). It will 30 days for eBay and Shopify. You will be able to see historical profit data for last 60 days for Amazon and 30 days from eBay and Shopify from these channels in Veeqo Profit Analyzer.

For other channels, Veeqo Profit Analyzer will show profit data from the day you connect your store in Veeqo. This also applies to data imported from Amazon such as FBA fees and ad costs.
Which dates can I see the dashboard for?
You can see five tiles/cards in the top of the dashboard which provides sales and profit view for:
1. Today
2. Yesterday
3. This month (till date)
4. This month (Forecast)
5. Last month.
You can change the date for the last tile to select any date range from the drop down. This will result in changing the last tile (Last month) and show data for the selected date range. Currently, you cannot select any other default date views for the dashboard.
Will I see data for all my channels in the profit analyzer? Can I view data in the dashboard for one or multiple channels?
Yes, you will see data for all your channels connected with Veeqo in the profit analyzer.

You can also select one or multiple channels in the channel filter, the data for dashboard tiles as well as the product table will be updated to show the data for selected channels. Furthermore, you will see data for all your amazon stores connected with Veeqo.
Will I have search functionality for product(s)/ tag(s) for the dashboard in profit analyzer?
No, currently you will not be able to search for product or multiple products or tag(s) and see dashboard tiles/ cards for those product(s)/ tag(s) only.

You can only search for a product in the search bar for the product table in the dashboard. Product table will be updated to show matching product.
Will I able to export product table to a csv or excel?
Yes, you will be able to download the product table to export a csv file of your product profit data for all your products with all fields and details available in Profit & Loss widget and Inventory table in the UI.
Are customer refunds included in the Veeqo Profit Analyzer?
At the time of launch we won't support customer returns in the Profit Analyzer. But in near future would be able to see customer refund information in the Veeqo Profit Analyzer. Profit Analyzer would show number of customer returns in dashboard tiles as well as product table. Additionally, you will see the following data for refunds issued for customer returns in see details section:
1. Refunded amount - Net amount refunded to customer.
2. Marketplace fee refunded to you
3. Any return processing fee applied by marketplace
Other cost impact such as Cost of goods sold will be netted in Cost of goods sold line and shipping cost for return leg in the shipping cost line.
Will you be showing my advertising costs from other channels or advertisers such as Google, Facebook?
No. We currently only support Amazon Ad spends in the Veeqo Profit Analyzer. We would work on integrating more advertising sources in future versions of our product.
Where is the cost of goods sold information flowing into the Veeqo Profit Analyzer? How I can update Cost of goods sold value for a product in Veeqo?
If you use Purchase Order functionality in Veeqo to send Purchase Orders to your suppliers, we will use cost of goods sold based on this information. Additionally, you can update cost of goods sold for a product, by going to:

Veeqo → Inventory → Finding the product → Clicking the product title → Click Edit on Product Details → Update Cost Price.

You can also update the cost price in bulk by uploading product data in bulk by going to:Veeqo → Inventory → Bulk Upload. You can also update cost price with Profit Analyzer as well. You can click Cost amount in Product table against each SKU, this will open cost update pop up to update cost for that SKU. This change will flow to Profit Analyzer data within 45 minutes of the change.
How are you forecasting for current month in the dashboard tiles?
We are linearly extrapolating sales and costs spent so far for the complete month. For example, if you have done $5,000 of sales and spent $3,000 in first 10 days of month with 30 days, we would forecast that you would be making $15,000 of sales and spend $9,000 in the current month.

All cost and sales line items will be extrapolated in the same manner. We will consider your data till end of day (yesterday) for extrapolating and not include today's data to make sure we have full days sales. On 1st of each month, you will see your last months data reflected in this month (forecast). When you click this month (forecast), we will show month till date data in product table.
How fast will the sales and costs data from the channels reflect in my dashboard?
You will see data for sales and costs get updated in near real time. We are updating the dashboard every 20 minutes with the data synced from the channel.

As there is a corresponding delay in importing data from the channel (5-10 minutes), you can expect Profit Analyzer to reflect sales, cost and profit data every 30-40 minutes of sales happening on your channels. Some cost components are shared by channels not in real time but are shared once a day.

Those costs will be updated in the dashboard once we receive data from the channels. E.G. Amazon Ads data is shared through a consolidated report once a day. You can expect a delay of 1-2 days in seeing this data on the Profit Analyzer.
Can I restrict access to Profit Analyzer to users within my company?
Yes, you can use the permissions:

Settings → Users → View Permissions → Dashboard → Profit Analyzer

to modify the permissions at role level for Profit Analyzer.
Which all FBA fees and breakdowns will be available for overall business and at product level? How have you assigned these costs to an order or product?
At time of launch, we will have following FBA fees in Profit Analyzer -

Type of Data	Explanation
FBA per unit fulfillment fee	The FBA fulfillment fee is a per-unit fee charged to fulfill items to buyers for purchases on Amazon. The fee varies depending on the item’s category, size, and weight. This will be added for each unit sold of the product. FBA per unit fulfillment fees is finalized when Amazon does settlement on your account (which can take up to 14 days). Before settlement, we are using estimated amount for FBA per unit fulfillment fees from Amazon.
FBA Monthly storage fee	Amazon charges monthly inventory storage fees for the space that your inventory occupies in fulfillment centers. Storage fees charged by Amazon are based on the daily average volume, in cubic feet, as measured by the unit size when properly packaged. This fees is applied to your account typically between the 7th and 15th day of the month, in the month following when the fees were incurred. We will show this fee against the actual month of storage of inventory.
Storage utilization surcharge	Some sellers are also subject to a storage utilization surcharge in addition to the base monthly storage fee. The surcharge is based on storage utilization ratio, which is the ratio of average daily inventory volume stored divided by the average daily shipped volume during the past 13 weeks. This fee is charged with monthly storage fees.
Aged inventory surcharge	Aged inventory surcharge (previously known as the long-term storage fee) is charged on inventory units stored in Amazon fulfillment network for 181 days and above. Aged inventory surcharges are assessed using an inventory snapshot on the 15th day of each month and is in addition to the monthly inventory storage fee. The surcharge is charged monthly, typically between the 18th and 22nd day of the month by Amazon.
Inbound Transportation fee	Charges for using Amazon transport partner to send good to Amazon FBA. We will apply this to your account the date it is posted on your account. This value is not distributed to sku as Amazon shares this without shipment details.
Inventory storage overage fees	If your inventory in Amazon's fulfillment centers (not including open shipments) exceeds your capacity limit, you will be charged an inventory storage overage fee in addition to monthly inventory storage fees and, if applicable, an aged inventory surcharge. This fees is paused in US and UK starting from 1st Jul 2024. We are showing this in VPA but this may not be applicable as this is unpaused.

Currently, below FBA fees are not included in Profit Analyzer, but we are working to launch them.

Type of Data	Explanation
Inbound Transportation Program fee	Fee for the FBA inbound transport program (applies if you send the goods to the shipping center using an Amazon transport partner) and this is applied at monthly level. We apply this to your whole account.
FBA removal fee	Remission fees that incur if you have goods from the warehouse sent back to you. Removal fees are charged per unit removed. VPA will add this fees on the day it is charged to your account and would applied to each product included in the removal order. This fee is shared by FBA per unit.
FBA disposal fee	Disposal fees are charged per item when you request that Amazon dispose of items in your FBA inventory. We will add this fees on the day it is charged to your account and would applied to each product included in the disposal order. We will also add cost of goods sold for those items as well. This fee is shared by FBA per unit.
Warehouse damage	Products that have been damaged in the shipping center and have been refunded to you. This will be applied to product as well as overall business on the day of credit. We will also apply cost of goods sold for those items as well.
Warehouse Lost Manual	Items which got lost in the shipping center and have been refunded to you. This will be applied to product as well as overall business on the day of credit. We will also apply cost of goods sold for those items as well.
Returns processing fee	The FBA returns processing fee applies to customer-returned products sold on Amazon in certain categories. This is a per unit cost and will be added to that product as shared by Amazon.
Low-inventory-level fee	Effective April 1, 2024, a low-inventory-level fee will apply to standard-size products with consistently low inventory relative to customer demand. When sellers carry low inventory relative to unit sales, it inhibits Amazon's ability to distribute products across their network, degrading delivery speed and increasing shipping costs. A low-inventory-level fee will only apply if a product’s inventory level relative to historical demand (known as "historical days of supply") is below 28 day. This data is not available from Amazon in API right now.

Below FBA fees are not planned so far -

Type of Data	Explanation
Special handling fee	A special handling fee applies to televisions with screens that are 42 inches or larger. Screen dimensions are calculated as the diagonal measurement between opposing corners. Smaller televisions may also incur the special handling fee because of factors such as weight and fragility.
Lithium batteries fee	The lithium battery fee applies to all products that are lithium batteries, contain lithium batteries, or are sold with lithium batteries.
Subscription Fees	The Professional selling plan is a monthly subscription service that provides a suite of tools and benefits, including bulk listings, Amazon Marketplace Web Services (Amazon MWS), automated pricing, advanced business reports, customizable shipping rates, and eligibility for top placement on detail pages.