---
title: Doudlah Farms October 2025 Amazon Performance
type: article
created: '2025-11-03'
updated: '2025-11-03'
source_docs:
- raw/2025-11-03-weekly-call-w-karly-98686647.md
tags:
- amazon
- doodla
- performance-review
- advertising
- inventory
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[meetings/2025-11-03-weekly-call-karly|2025-11-03 Weekly Call with Karly]].

---

## 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

- [[clients/doodla/_index|Doodla Client Overview]]
- [[meetings/2025-11-03-weekly-call-karly|2025-11-03 Weekly Call with Karly]]
- [[knowledge/amazon-strategy/inventory-tracking-best-practices|Inventory Tracking Best Practices]]
- [[knowledge/amazon-strategy/amazon-vine-program|Amazon Vine Program]]