I talked to a brand last week that thought they were doing $2 million a month on
By Brandon Fishman · June 24, 2026 · Curated by George's Blog
I talked to a brand last week that thought they were doing $2 million a month on Amazon. They were off by $300,000.
When their CFO pulled the real number, it was $1.7 million. They had been looking at the daily revenue number and making ad decisions based on it.
This hits every brand running a high subscription base. On average the daily revenue reports 5% to 10% higher than what you actually did. It takes about two weeks for that number to become real.
I see brands miss their TACOS goals all the time because they are making daily decisions rather than looking back a couple weeks. You are adjusting spend against a number that hasn't settled yet.
Daily Amazon numbers are not real. If you are still making ad decisions off them, you are managing a P&L that doesn't exist.