Understanding your numbers
What if: test a price or cost change
Change price, fees, cost or ad spend on a product and see one unit's margins at once. Every plan.
Where it starts
The What if panel on a product page starts from your settled numbers per unit for the selected month, or the latest month the product sold. The panel names that month and says so when no unit cost is on file, in which case cost starts at 0.
Reset to settled brings the starting values back. Nothing is saved.
What you can change
Price, referral fee, FBA fee, refunds, promotions and shipping, unit cost, ad spend and a target margin. Only refunds, promotions and shipping may be negative, because reimbursements can exceed fees.
Enter amounts like 1234.50 without thousands separators, and percentages from 0 to 100. Invalid input shows one message instead of numbers.
What it shows
Profit per unit before ads (CM1) and after ads (CM2), the margin after ads, and the break-even ACoS: the most you can spend on ads per ad sale before the product stops making money.
It also shows the price that reaches your target margin. It says Any price reaches this margin when your costs are zero or a credit, and Not reachable with these fees when fees plus margin reach 100%.
What it leaves out
Figures are per unit, in the marketplace currency. Storage and account fees come later, in CM3, and are not part of the panel.
On Growth and up, a Try the price to win button fills in Amazon's price to win when it is in the same currency.