Marketplace Seller Math: Fees, ACoS, TACoS & Profit per Unit

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Split one shipment's sea freight by weight, add duty on the customs value and prep costs, and find what each unit really costs you once it sits in the marketplace warehouse.
• Apply a referral fee with a minimum, look up the fulfilment fee for each size tier and get the profit per unit and the margin before advertising.
• Turn each SKU's profit into a break-even ACoS, set a target ACoS that keeps a profit, and let a nested IF judge every SKU's current ad performance.
• Roll eight campaigns up by match type with SUMIFS, compare ACoS with ROAS, measure the whole store's TACoS and chart which campaign type is the most expensive.
• Read a search-term report, work out each keyword's conversion rate and cost per click, find the highest bid your target ACoS allows and set a new bid with a cap on increases.
• Check how many days each SKU's stock lasts, set reorder points with safety stock, and price this month's storage and the surcharge on stock older than a year.
• Price what one return really costs, turn the return rate into an expected profit per order and find the return rate at which a SKU stops making money.
• Build a six-month P&L for a new product with a launch discount, heavy launch ads and a sales ramp, find the payback month and chart monthly and cumulative contribution.