Doudlah Farms October 2025 Amazon Performance
Overview
October 2025 was a strong month for Doudlah Farms on Amazon, hitting $115k in total sales with $40k net profit — a meaningful milestone the client was visibly excited about. Ad spend came in at $20k, yielding a solid ROAS, though there is open discussion about whether some spend can be trimmed without sacrificing velocity.
This review was discussed during the [1].
Financial Summary
| Metric | October 2025 |
|---|---|
| Gross Sales | $115,000 |
| Net Profit | $40,000 |
| Ad Spend | $20,000 |
| ROAS (implied) | ~5.75x |
The $40k net is after shipping, advertising, and Amazon fees. This is noted as one of the stronger net profit months the client has seen.
Top Performers
| Product | Revenue | Notes |
|---|---|---|
| Yellow Cornmeal | $17,000 | 67% of sales from ads (393 of 588 orders) |
| White Popcorn | $14,000 | ~50% of sales from ads |
| Black Beans (standard) | $14,000 | Strong organic + ad mix |
| 25-lb Black Beans | $8,000 | ~80 bags sold; commercial buyer signal |
| Old World Popcorn | $6,000 | Recovered from a dead stop; <50% ad-driven |
Notable: White is outselling Yellow in both standard and Old World popcorn lines — a consistent pattern worth watching for inventory and ad allocation decisions.
Old World Popcorn is a standout recovery story — from zero velocity to $6k/month, with a relatively efficient ad ratio.
Underperformers
- Canary Beans — minimal sales; enrolled in Amazon Vine review program to build social proof
- Small Red Beans — negligible velocity
- 25-lb Yellow Cornmeal — not moving commercially the way 25-lb Black Beans and Pinto Beans are
- 1.5-lb Yellow Cornmeal — data skewed by a stockout during the period; not a fair read
Some underperformers (canary beans, milled products) have been receiving ad spend to push through aging inventory and avoid Amazon destruction fees. This is a deliberate short-term strategy, not a miscalculation.
Ad Strategy Notes
- $20k on $115k in sales is considered solid but worth scrutinizing
- High ad dependency on top SKUs (Yellow Cornmeal at 67%) means cutting spend carries real revenue risk — Gilbert (client-side) was hesitant to reduce
- Coupons and promos were running on high-inventory items to accelerate sell-through; some of these should now be wound down
- Opportunity: review whether spend on low-velocity SKUs (canary beans, small red beans) can be paused or redirected
Inventory Risk Flags
A critical issue surfaced during this review: Gilbert's inventory tracking spreadsheet is not pulling in inbound shipment data, creating an inaccurate picture of available stock. This makes forecasting unreliable and raises stockout risk on high-velocity items.
Products Flagged as At-Risk or Inaccurately Tracked
| Product | Issue |
|---|---|
| Yellow Cornmeal (1.5 lb & 5 lb) | Tight; 13 boxes inbound but not reflected in tracker |
| 3-lb Popcorn (Yellow & White) | ~1.4–1.7 months on hand; prior shipment may not be reflected |
| 5-lb Black Beans | Showing ~1 month; inbound units likely not captured |
| 5-lb Kidney Beans | 24 boxes shipped recently; should arrive soon |
| 5-lb Great Northern Beans | New velocity (~20 units/month); not in last shipment — needs urgent reorder |
| 5-lb Whole Wheat | Only 7 units showing; 18 inbound but tracker unreliable |
Old World Popcorn is the exception — inventory is solid at 3+ months. However, production lead time (1–2 months to prepare + 1 month to ship) means planning for the next run should begin now. An email was sent to Lucy (supplier contact) to start that conversation, with a note that new bags are required to address ongoing customer complaints.
Action Items (as of 2025-11-03)
- [ ] Karly — Follow up with Gilbert to confirm inbound order numbers are being reflected in the tracking spreadsheet
- [ ] Karly — Place urgent FBA shipment for: 5-lb Great Northern Beans, 5-lb Whole Wheat, 3-lb Popcorn (after checking last shipment)
- [ ] Karly — Confirm 5-lb Kidney Beans shipment is on track
- [ ] Karly — Review whether coupons on high-inventory items should be turned off
- [ ] Karly — Coordinate with Lucy on Old World Popcorn next production run and new bag sourcing
- [ ] Team — Evaluate ad spend efficiency on underperforming SKUs; consider pausing canary beans / small red beans campaigns
Related
- [2]
- [1]
- [3]
- [4]