Frequently Asked Questions
Built for operators who run real P&Ls on Amazon — not dashboards full of vanity metrics
Real P&L per productRules + AI optimizationTACoS trackingFlat rate from $19/mo
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Real Profitability Tracking
Know what you're actually making — per product, per day
Four cards on your dashboard: Yesterday, Last 7 Days, Last 30 Days, and a custom range you set. Each one shows Revenue - Promos - Refunds - COGS - FBA Fees - Shipping - Ad Spend = Net Profit. Green number or red number. That's your real P&L, updated nightly from actual Amazon order data — not estimates, not projections, not ad-attributed revenue.
Directly from Amazon's Orders API. Every order, every line item, bucketed by the actual sale date in your marketplace timezone. We pull item price, quantity, shipping charges, and promotional discounts at the individual order level. This is the same data you'd see in Seller Central — we just compute it for you automatically.
No. We pull FBA fee estimates for every ASIN using Amazon's Product Fees API — referral fee, fulfillment fee, and applicable surcharges. These flow directly into your P&L. For most sellers, referral + fulfillment fees are 80-90% of total Amazon fees, so your profit numbers are highly accurate without any manual entry.
COGS (Cost of Goods Sold) is your landed cost per unit — manufacturing, shipping to Amazon, packaging, everything before Amazon touches it. You enter it once per product on the Products page, and your P&L updates immediately. When a cost changes later, you choose: a fix (the old cost was wrong, so past sales are recalculated) or a new cost from a date (sales before it keep the old cost). If you see a red warning on your dashboard saying 'products need COGS', that's untracked revenue — click through to fix it.
Yes. The Products page shows every ASIN with its image, title, total revenue, units sold, COGS, FBA fees, estimated profit, and margin. Sort by margin to find your winners and your money pits. Some operators discover their highest-revenue product is actually their least profitable once fees and ad spend are factored in.
TACoS = Total Advertising Cost of Sale = Ad Spend / Total Revenue. Unlike ACoS (which only measures ad-attributed sales), TACoS shows what percentage of your entire business is funded by advertising. A declining TACoS means your organic sales are growing relative to ad spend — the single best indicator that your advertising investment is building lasting demand. We plot it on your dashboard alongside every other metric.
ACoS can look 'bad' while your business is getting healthier. Example: you double ad spend, ACoS goes from 25% to 30%, looks worse. But total revenue triples because organic sales exploded. TACoS drops from 15% to 10%. ACoS says you're less efficient. TACoS says you're scaling profitably. Operators who only watch ACoS miss this. We show both.
Campaign Tools
Launch proven structures in minutes, optimize them with AI
Two ways to launch campaigns: AI Wizard (fastest) and Structured Wizard (full control). Both create a proven 4-campaign structure — the same discovery-to-performance pipeline that top PPC agencies use. Auto Discovery, Category Targeting, Keyword Performance, Product Target Performance. Instead of spending hours building this manually, you fill in a few fields and it's done.
Discovery campaigns (Auto + Category targeting) cast a wide net to find what converts. Performance campaigns (Keyword + Product Target) isolate your proven winners with exact-match precision. On Professional, harvest automations promote converting search terms from Discovery into Performance and negate the losers — waiting for your approval by default, or running on their own if you switch that on. On Growth the same terms come to you as suggestions to approve. Either way, winners get promoted and losers get cut.
Enter your product SKU, budget, and default bid. The wizard pulls Amazon's own recommendations — categories, keywords, product targets — and AI analyzes your listing to auto-select the best starting targets. You see a summary with the AI's reasoning. Adjust if you want, then launch. It also creates an AI optimization profile so bid recommendations start flowing as data comes in.
When you have your own keyword research, know specific competitors to target, or want to fine-tune every parameter — bidding strategy, individual bid amounts, campaign start/end dates. Same 4-campaign structure, but you control every detail. Experienced advertisers who know exactly what they want use Structured. New sellers who want a smart starting point use AI.
They go live on Amazon immediately. You monitor performance on the Campaigns page — daily trend charts, keyword-level metrics, search term reports. If you enabled AI optimization, bid suggestions start coming in within days. On Professional, set up harvest automations and your campaign structure starts self-improving: winners get promoted to exact match, losers get negated.
Your Auto and Category campaigns generate search term data — the actual queries shoppers type. Harvest automations analyze this data and suggest: (1) promote converting terms as exact-match keywords in your Performance campaigns, and (2) negate money-wasting terms as negative keywords. You review and approve each suggestion. Over time, your Performance campaigns accumulate only proven winners. See how much waste is in your account right now — try our free PPC Audit.
Can I Trust This?
The most important questions first
By default, no — and you control it. Rules and AI generate suggestions overnight, and they sit in a queue until you review them. You see the data, the reasoning, and the proposed change—then you approve or dismiss. From the Growth plan you can set an individual AI profile to apply its own bid changes unattended, and on Professional you can do the same with the rule-based automations. Everything starts off, you enable each one deliberately, and anything left in queue mode still waits for your click.
Dismiss it. One click and it's gone. The AI and rules are tools, not bosses. If the logic doesn't make sense for your product or strategy, skip it. You're always in control.
Not much, honestly. In the default queue mode a bad rule just generates bad suggestions—which you'll see and skip. If you approve something by mistake, or if you've switched that AI profile or rule to run unattended, bid floors and ceilings prevent extreme changes, every change is logged, and one-click undo reverses it. The system is low-risk by default, and unattended mode is something you turn on deliberately, one at a time.
Conservative. Rules only trigger when your exact conditions are met. AI recommendations default to modest bid adjustments (typically 10-20%) and always explain why. You set bid floors and ceilings as guardrails. We're not trying to 'over-optimize'—we're trying to help you make informed decisions faster.
Yes. Every change is logged with the old value, new value, and why it was made. You can see your full history and undo a change with one click, and your rules and the AI then leave that bid or pause alone for 30 days. We also support bid floors and ceilings so nothing can ever go outside your comfort zone.
Three key differences: (1) You set the level of autonomy — every automation and AI profile ships in queue mode where nothing changes without your approval, and you can hand the ones you choose the keys, one at a time — AI profiles from Growth, rule-based automations on Professional. Either way you see the reasoning, not a black box. (2) Flat pricing — $69 a month for PPC management, $129 with the rule engine — where most tools take a percentage of your spend, we don't. (3) Profit + ads in one place — track your real profit per product AND optimize your ads, instead of juggling separate tools.
Is This Right For Me?
Quick validation questions
Sellers who manage their own Amazon business and want to stay in control. You're already selling, you want to know what you're actually making per product, and you're tired of the manual grind. You want tools that help—not tools that take over.
Absolutely. Many sellers start this way—observe for a week or two, see what the rules and AI suggest, build confidence in the logic. In the default queue mode nothing runs unless you approve it, and you never have to turn on unattended automation at all. You can use it as a 'second opinion' tool for as long as you want before acting on anything.
Most sellers spend 1-2 hours daily on bid management. With RedHen Labs, you spend 10-15 minutes reviewing suggestions and clicking approve. That's 10+ hours a week back. Rules and AI do the analysis overnight—you just make the final call.
Rules are predictable: 'If ACoS > 40% for 7 days, decrease bid 15%.' Same inputs, same outputs, every time. AI looks at multiple factors holistically and explains its reasoning. Most sellers use both—rules for patterns they trust, AI to catch things they'd miss.
No. The rule builder uses plain language: 'If ACoS is above 35% for 7 days, decrease bid by 15%.' No code, no complex formulas. If you can set up a campaign in Amazon, you can use RedHen Labs.
How Does It Work?
Understanding the process
We sync your last 90 days of campaign data. Then every night at 2 AM, we pull fresh data. Your rules and AI profiles analyze the data and generate suggestions. You log in, review what's waiting, approve or dismiss, done.
On Professional, the rule engine automates bid adjustments (raising bids on winners and cutting them on losers, based on ACoS, spend, clicks and conversions), negative keywords for search terms bleeding money, keyword harvesting into exact-match campaigns, budget and placement automation, inventory-aware ad pausing when stock runs low, and dayparting by hour of day and day of week. From Growth, an AI profile can apply its own bid changes once you switch that on, and harvest and negative-keyword suggestions come to you to approve. These run across Sponsored Products and Sponsored Brands; Sponsored Display is analysed by its own engine, which proposes bid changes that always wait for your approval rather than running unattended. And on every plan, review requests — Amazon's official review solicitation — go out automatically to eligible orders. See how much you'd save — try the free PPC Audit.
We know Amazon data isn't always clean—attribution delays, weekend reporting gaps, the usual. That's why rules require minimum lookback periods (typically 7+ days) before triggering. AI factors in data recency and confidence. You also see the underlying data before approving, so nothing slips through on bad numbers.
Currently US, Canada, Mexico, and Brazil—all Americas Amazon marketplaces from one dashboard. You can switch between profiles instantly and run automations across all of them.
Your Amazon Data, Unified
Orders, fees, catalog, ads — one source of truth
Two Amazon APIs: (1) Amazon Ads API — campaign structure, keyword/target performance, search term reports, daily ad spend and sales. (2) Selling Partner API (SP-API) — every order and line item, FBA fulfillment fees, product catalog with images and titles. Together, they give you the full picture: what you're spending on ads, what you're actually selling, what Amazon charges you, and what's left.
Every night at 2 AM, we pull: (1) the last 14 days of ad performance data (because Amazon's attribution window means recent data is still updating), (2) new orders and order items, (3) updated FBA fee estimates. Your dashboard reflects final, accurate numbers — not the preliminary data that shifts around for days after the fact.
Directly from Amazon's catalog API. During sync, we pull high-resolution main images and current listing titles for every product in your catalog. These show up everywhere — Products page, campaign detail views, Campaign Wizards. No manual uploads, no broken links. If you update your listing on Amazon, it syncs here automatically.
On initial connect, we pull up to 90 days of advertising performance data and order history (about 60 for Sponsored Brands and Sponsored Display, which is as far back as Amazon keeps them). That gives you trend analysis and three months of P&L from day one, and the history grows every night from there.
Yes. Orders are bucketed by sale date in your marketplace timezone (Pacific Time for US sellers). Ad data uses Amazon's reporting dates. We specifically engineered the data pipeline to avoid the common timezone drift problem where 'yesterday' in UTC shows different numbers than 'yesterday' in your local time. The dates on your charts match reality.
Money & Commitment
Pricing and getting started
$19/month for profit tracking and review automation, $69/month adds full PPC management and AI bid changes you approve or let run unattended, and $129/month adds the rule engine and the plain-English assistant. Growth and Professional are $58 and $110 a month billed annually. Flat rate — never a percentage of your ad spend, which many tools and agencies charge instead, so their bill climbs as you grow. All three start with a 14-day free trial: a card is required to start, but you pay $0 today and can cancel anytime before day 14.
Yes. Cancel with one click from your account settings. No contracts, no cancellation fees, no hoops to jump through. If it's not working for you, you can leave. We'd rather earn your business than trap you in it.
Nothing keeps running. We're not embedded in your Amazon account in a way that persists after you leave. Your campaigns stay exactly as they were when you last touched them. No lingering automations, no zombie rules. You just go back to managing things however you did before.
Yes. We connect through Amazon's official APIs, use industry-standard encryption, and never sell your data. Your API tokens are stored securely. We access only the data needed to track your profitability and optimize your ads — advertising performance, order history, and product fees — and we share it only with the providers that run the product: our database and application hosts, and, when you use an AI feature, Anthropic, which processes your request and does not train on it. All are named in our API Policy. Beyond them, only people you give access to your account (our team under Managed, or an agency you choose) can see it.
Sign up, connect your Amazon Advertising account (takes 2 minutes), wait for the initial sync (can take several hours depending on your account size), then start creating rules or enable AI recommendations. We have walkthrough videos if you get stuck.
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