The model contains six worksheets that flow logically from product-level inputs through to a visual summary. All sheets are fully integrated: changes in the Assumptions tab cascade through the Unit Economics, Revenue & P&L, Fee Analyzer, and Dashboard automatically.

1. Instructions

A complete user guide with the color-coding legend, a description of each worksheet, and key Amazon FBA definitions including referral fee, FBA fulfillment fee, storage fees, ACoS, TACoS, contribution margin, and landed cost. This sheet ensures you can start customizing the model immediately.

2. Assumptions & Inputs

All editable inputs are consolidated on this sheet. Key assumptions include:

Scenario selector and multipliers: A single toggle switches between Base, Optimistic, and Conservative scenarios. Each scenario applies multipliers to revenue, unit volume, COGS, and advertising spend, allowing you to stress-test the full model instantly.
Product data table (10 SKUs): For each SKU, you enter the selling price, product cost, shipping to FBA cost, import duty percentage, base monthly units, monthly unit growth rate, weight, Amazon size tier (Small Standard, Large Standard, or Small Oversize), referral fee percentage, and advertising spend per unit. The model uses these inputs to calculate per-unit profitability and monthly projections.
Amazon fee structure: FBA fulfillment fees by size tier and monthly storage cost per unit. These are set to current Amazon rates and can be updated as Amazon adjusts its fee schedule.
Monthly overhead: Fixed costs for software and tools, virtual assistant or labor, insurance, and a returns and adjustments rate as a percentage of revenue.

3. Unit Economics

A per-SKU profitability waterfall that breaks down the journey from selling price to contribution margin. For each of the 10 SKUs, the sheet calculates:

Amazon fees: Referral fee, FBA fulfillment fee (by size tier), and monthly storage fee, totaled as a dollar amount per unit.
Landed cost: Product cost plus shipping to FBA plus import duties, representing the full cost to get one unit into Amazon’s warehouse.
Advertising cost per unit: PPC spend allocated on a per-unit basis.
Contribution margin: The net dollar amount and percentage remaining after all variable costs. This is the key metric for identifying your most and least profitable products.

The sheet also calculates monthly profit per SKU at base volume and provides an automatic profitability rank, making it easy to see which products deserve more investment and which may need repricing or discontinuation.

4. Revenue & P&L

A 24-month projection with Year 1 and Year 2 annual summaries. The sheet is organized into three sections:

Monthly units by SKU: Each SKU’s base volume compounds at its individual monthly growth rate, adjusted by the scenario multiplier. Total units are summed across all 10 products.
Monthly revenue by SKU: Units multiplied by selling price, adjusted by the scenario revenue multiplier. Total revenue is summed across all products.
Profit & Loss summary: Revenue flows through Amazon Fees (referral, FBA fulfillment, storage), COGS (landed cost), and Gross Profit, then through operating costs (advertising, fixed overhead, returns) to arrive at Net Profit. Margins are calculated at the gross and net level, and cumulative net profit is tracked across the full 24-month projection.

5. Fee Analyzer

A dedicated analysis of the Amazon fee stack. For each SKU, the sheet breaks down the referral fee, FBA fulfillment fee, and storage cost in dollar terms, then calculates total fees as a percentage of selling price and the net amount remaining after fees. Summary statistics show the average, highest, and lowest fee burdens across the product line. An aggregate section links to the P&L to show total annual Amazon fees by category and the overall fee burden as a percentage of revenue. This sheet is designed to help sellers understand exactly where their margin is going and identify fee optimization opportunities.

6. Dashboard

A visual summary that pulls the most important outputs from the model into a single view. The Dashboard includes:

11 KPIs for Year 1 and Year 2: Total Revenue, Total Units Sold, Total Amazon Fees, Amazon Fee Percentage, COGS, Gross Profit, Gross Margin, Advertising Spend, TACoS (Total Advertising Cost of Sales), Net Profit, and Net Margin.
Per-SKU contribution margin table: All 10 SKUs ranked by contribution margin in both dollar and percentage terms, linked from the Unit Economics sheet.
Charts: A monthly Revenue and Net Profit trend line chart across all 24 months, and an Amazon Fee Breakdown pie chart showing the proportion of referral fees, FBA fees, and storage costs.

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