Frequently Asked Questions — RedHen Labs

Built for operators who run real P&Ls on Amazon — not dashboards full of vanity metrics.

Real Profitability Tracking

What is the Profit & Loss dashboard?: Four cards on your dashboard: Yesterday, Last 7 Days, Last 30 Days, and a custom range you set. Each one shows Revenue - COGS - FBA Fees - Shipping - Promos - 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.
Where does the revenue data come from?: 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.
What about FBA fees — do I have to enter those manually?: 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.
What is COGS and how do I set it up?: 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. It applies retroactively to all historical orders, so your entire P&L updates immediately.
Can I see profitability per product?: 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.
What is TACoS and why do you track it?: 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.
How is TACoS different from ACoS in practice?: 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.

Campaign Tools

What are the Campaign Wizards?: Two ways to launch campaigns: AI Wizard (fastest) and Structured Wizard (full control). Both create a proven 4-campaign structure — 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.
What's the 4-campaign structure?: 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. Harvest automations automatically promote converting search terms from Discovery into Performance, and negate the losers.
How does the AI Wizard work?: Enter your product SKU, budget, and default bid. The wizard pulls Amazon's own recommendations 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.
How does search term harvesting work?: Your Auto and Category campaigns generate search term data — the actual queries shoppers type. Harvest automations analyze this data and promote converting terms as exact-match keywords in your Performance campaigns, and negate money-wasting terms as negative keywords. You review and approve each suggestion.

Can I Trust This?

Will anything change in my campaigns without my approval?: No. Nothing touches Amazon without your explicit click. Rules and AI generate suggestions overnight, but they sit in a queue until you review them. You see the data, the reasoning, and the proposed change — then you approve or dismiss.
What if I don't like a recommendation?: Dismiss it. One click and it's gone. The AI and rules are tools, not bosses.
How aggressive are the AI and rules by default?: 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.
Can I undo a change if something goes wrong?: Yes. Every change is logged with the old value, new value, and why it was made. You can see your full history and manually adjust anything back.
How is this different from other Amazon seller tools?: 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 individual ones the keys, one at a time. Either way you see the reasoning, not a black box. (2) Flat $129/month — most tools take a percentage of your spend. (3) Profit + ads in one place — track your real profit per product AND optimize your ads.

Is This Right For Me?

Who is RedHen Labs built for?: 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.
How much time will this actually save me?: 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.
What's the difference between rules and AI?: 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. For why we let AI advise and rules execute, read the black box problem with AI Amazon PPC.
Do I need to be technical to use this?: No. The rule builder uses plain language. If you can set up a campaign in Amazon, you can use RedHen Labs.

How Does It Work?

What happens after I connect my Amazon account?: 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.
What can I automate?: Bid adjustments — raise bids on winners and cut them on losers, based on ACoS, spend, clicks and conversions. Negative keywords — flag search terms that are bleeding money. Keyword harvesting — promote converting search terms to exact match campaigns. Budget and placement automation. Inventory-aware ad pausing when stock runs low. Dayparting — raise or reduce bids by hour of day and day of week, on Professional. And review requests — Amazon's official review solicitation, sent automatically to eligible orders. Those 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.
What marketplaces do you support?: Currently US, Canada, Mexico, and Brazil — all Americas Amazon marketplaces from one dashboard.

Your Amazon Data

What data sources does RedHen Labs connect to?: 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.
How does the nightly sync work?: Every night at 2 AM, we pull last 4 days of ad performance data (because Amazon's attribution window means recent data is still updating), new orders and order items, and updated FBA fee estimates.
How far back does historical data go?: On initial connect, we pull up to 365 days of advertising performance data and order history.

Money & Commitment

How much does it cost?: $129/month, or $110/month billed annually. Flat rate — no percentage of ad spend. Most Amazon tools charge 3-10% of your spend. At $10k/mo ad spend, that's $300-1000/month to them. With us? Still $129. 14-day free trial to start.
Can I cancel anytime?: Yes. Cancel with one click from your account settings. No contracts, no cancellation fees.
Is my Amazon data secure?: Yes. We connect through Amazon's official APIs, use industry-standard encryption, and never share your data. Your API tokens are stored securely.
How do I get started?: Sign up, connect your Amazon Advertising account (takes 2 minutes), wait for the initial sync, then start creating rules or enable AI recommendations. 14-day free trial — a card is required to start, but you pay $0 today and can cancel anytime before day 14.

Contact: Support@rrw-ads.com | https://rrw-ads.com