Our method
How we measure
Every £ figure we show you comes with its sum, a range and a label that says how sure we are. These are the checks we run and the rules we hold ourselves to, on every audit and every free tool.
The eight checks in every Profit Audit
We always run all eight. Checks 9 and 10 need your own data, so we run them once you share it. The free Leak Finder runs these on your public page.
Check 1
Search position on your money terms
We look at Page 1 for three to five of your own search terms: where you rank, the sponsored slots, who sits next to you.
It's a finding when You're missing, or a rival sits above you with fewer reviews or a worse price.
Check 2
What the shopper sees on the search card
We look at The price, pack size, delivery promise and badge on your search result.
It's a finding when The card shows the wrong pack, a price far off the cards around it, or a slow delivery date.
Check 3In the Leak Finder
Your listing's facts agree with each other
We look at Title against bullets, spec table, description and images.
It's a finding when Two different sizes, weights or counts on one page. Shoppers read all of them, and so does Amazon's shopping assistant.
Check 4
Review themes and rating risk
We look at The reasons behind one to three star reviews, and themes Amazon summarises.
It's a finding when A fixable cause, such as a wrong expectation, packaging or a missing part.
Check 5
Named competitors
We look at The top three rivals on each money term: name, price, price per unit, ratings.
It's a finding when A named rival winning on something we can fix: the price ladder, a set, an image, a claim.
Check 6
Basket size
We look at Multipacks, bundles, sets, the variation ladder and what's bought together.
It's a finding when The add-on slot goes to a rival, or there's no multi-buy step.
Check 7In the Leak Finder
Who controls the listing
We look at Every seller on the listing, who holds the buy box, resellers, your Brand Store.
It's a finding when Another seller holds the buy box, undercuts it, or has changed your content.
Check 8In the Leak Finder
Claims and compliance
We look at Every claim on the page, certifications, safety and legal statements.
It's a finding when A claim UK rules don't allow, a claim that needs evidence on file, or a missing mandatory statement.
- Check 9 · with your dataAd wasteSearch terms with spend and no sales, and TACoS by product.
- Check 10 · with your dataProfit per productPrice, less fees, cost of goods, advertising and returns, product by product.
The rules behind every £
- 01
We show the sum
Every £ line carries its formula, each input, where each input came from, and a low-high range. If you ask where a number came from, we can show you in under a minute.
- 02
We label it modelled or measured
"Measured" means every input is your own report, or something we counted on the live page. "Modelled" means at least one input is an estimate. Most figures before you share your data are modelled, and we say so.
- 03
We never stack lifts
"+12% clicks plus +8% conversion" never becomes a 20% promise. One lever, one range. Where several leaks sit on the same sales, we show each one and don't add them up.
- 04
Every range has a written reason
A range needs a reason you can check, written next to it: what we saw on your page, or in your numbers. No reason, no number.
- 05
If we can't size it, we say so
We name the one number we'd need from you to size it, rather than invent one.
- 06
We check what you already do first
Before we write a finding, we check it against what you and your team already do. If you're already on it, we drop it, or show where it's still leaking.
- 07
Competitor sales are never shown as fact
Rival sales and profit are estimates. We use them to size a gap, never as a number you can quote.
Three ways to size a figure, best first
Your own data (best) measured
Sessions × (target conversion − current conversion) × average price, from the reports you export.
Sales estimate modelled
Monthly units estimated from Best Sellers Rank history × price × a lift range with its reason.
Public floor (weakest) modelled
Amazon's "bought in past month" badge × price. Amazon rounds the badge down, so it's a floor, and we say so.
A worked line, the way we write it (illustration, invented figures)
Two pack sizes on one page: the title says 500 g, the spec table says 400 g.
- What we saw
- Title "500 g", spec table "Unit count: 400 gram". measured
- Sales through the page
- 400+ bought in the past month (Amazon's badge, so between 400 and 500) × £19.95 = £7,980 to £9,975 a month. modelled
- Why it costs money
- A shopper reads both. A wrong size is a common reason for "not as described" returns.
- What we can't size yet
- The loss itself. The one number we need: your returns for this product and their reasons.
- Fix
- Correct the spec table. Owner and date agreed on the call.
Where this comes from
We wrote this standard after reading back through hundreds of our own sales calls and the audits we’d sent before. The pattern was clear. Brands didn’t object to us using software. They objected to findings that weren’t about their account, to numbers with no workings, and to being told about things their team already does. Every rule on this page is there to stop one of those.
How the free tools follow it
The Profit Leak Finder runs checks 3, 7 and 8 on your public Amazon UK page. It counts what it can see (the price, the badge, the sellers on the listing) and labels those “measured”. It works out the sales that run through the page from Amazon’s “bought in past month” badge and labels that “modelled”. It shows each leak against those sales and never adds leaks together. It can’t see your ad spend, returns or margins, and it doesn’t know what your team already does, so it tells you that too.
Our other free tools are calculators: the figures are yours, the sums are shown, and nothing is uploaded.
When we get it wrong
If a figure we’ve shown you doesn’t stand up, tell us at info@mrprime.com and we’ll correct it. Our editorial standards cover how we check and correct our guides.
Last updated .
The Profit Audit
See all eight checks on your own account.
One call with Robert Prime and the team, with every sum on the table.
A free second opinion, not a replacement for your team.