Would you keep selling after a -200% ROI?

Launching on Amazon can feel like strapping into a rocket—fast, thrilling, and full of promise. 

For this rookie seller, that ride ended in a nosedive: $2,392 in sales, a -200% ROI, and a lesson in how quickly PPC and fees can chew through a budget.

The question is, how many sellers learn this before it’s too late? ⏳

• Rookie’s first month ends with brutal -200% ROI 💸
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SELLER CONFESSIONS

An Amazon seller (OP) confessed: they dove headfirst into FBA for the first time, sold $2,392 worth of product… and somehow ended up with a -200% ROI.

For most of us, the Amazon dream can be enticing: get your product live, crank up PPC, and watch the orders roll in. But for OP, each order was like a reverse payday—the more they sold, the more money they lost. 😩

OP shared their June 2025 numbers in a community thread, and they looked like this:

• Sales: $2,392.62
• Total costs: $3,606.20
  • Ads: $1,846.43
  • Amazon fees: $1,125.43
  • COGS: $604.44
  • Refunds: $29.90
• Net profit: -$1,213.58

💸 The rookie trap

This wasn’t about a bad product—it was about running high ad spend without a plan. OP’s Real ACOS was 77%, meaning most of the revenue was just buying ad clicks, not profit.

When asked why the ad spend was so high, OP admitted they were “trying to aggressively rank with PPC.” In other words, they were banking on Amazon’s search algorithm to reward heavy spending with organic sales later. 

Spoiler alert: This only works if you can sustain the losses long enough to hit profitability 🧯

🎙️ Sellers spill hard truths

A -200% ROI sounds extreme, but veteran sellers call it a rite of passage. One commenter put it bluntly: “You either pay in experience or in cash—most of us do both.”

The seller community had plenty to say about what went wrong, and they didn’t sugarcoat it. ❤️‍🔥

• Going negative is risky business. Losses only make sense if you’re banking on repeat buys or cross-sells.
• Ranking fast comes at a price. Starting in the red works only if it quickly boosts organic rank.
• Your margins matter most. Aim to sell at least 5× your cost to survive Amazon’s cut.
• High fees eat profits fast. A 47% fee rate means your product may be too heavy, big, or underpriced.
• Focus on conversions, not just traffic. Trim bids on high-volume terms; target lower-volume, higher-converting keywords.
• Cut the fat from your ad spend. Pause auto campaigns, target converting keywords, and test coupons or price tweaks.

🚀 Turning losses into launchpads

Whether this seller rebounds will depend on how quickly they can rein in ad costs and improve organic ranking. Launch losses can be strategic, but only if there’s a clear path to profitability.

THOUGHT OF THE DAY

Profit is a habit, not a hope. Amazon will always get paid, so make sure you do too.

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*Data provided by Lavazza.  

Since joining WFS, Lavazza has: 

• Improved efficiency 
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BITES OF THE WEEK

• Beginner Friendly: Amazon's upcoming "Webinar Wednesday" will focus on Amazon Selling 101 and reseller practices.
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