Help centre · Profit and reports

Use profit, ROI and margin

Profit, ROI and margin show up all over STK. This page tells you where to look and what to do with them, so you can decide what to restock, reprice or drop.

What each figure tells you

  • Profit: the money you keep from a sale, after Amazon and your costs.
  • ROI: how hard the money you put into stock is working for you.
  • Margin: how much of each sale you keep.
  • Payout: what Amazon pays you for the order. It's a different figure from profit, because Amazon doesn't know what your goods cost you.

STK uses the same definitions on every page, so a figure means the same thing wherever you read it.

Where to find them

  • One order: the Profit & Loss column on Orders. It says Profit, Loss or Breakeven, with ROI, Margin and Payout.
  • A group of orders: the tiles at the top of Orders follow your filters.
  • The whole business: your dashboard, including the breakdown panel on the Profit chart.
  • A ranking of products: Top Sellers, sorted by Profit, RoI or Margin.
  • Each marketplace for one product: All Markets on the Link Menu.

What to do with them

  • A loss on a product you keep selling: find it on Inventory, then test a new price with the What If calculator.
  • High ROI but low margin: a small price rise may go a long way. Test it before you change anything.
  • High margin but slow sales: check its sell-through rate before you buy more.
  • Using the repricer: protect your figures by setting a minimum ROI or margin on your rule.

If a figure looks wrong

  • The order shows No CoG: there's no cost for that product, so profit looks higher than it really is. Add your cost of goods.
  • The order shows No Fees: see late or missing fees.
  • VAT-registered and the figures seem off: check your VAT settings.
  • A figure changed after the order shipped: that's normal. Refunds, returns, reimbursements and adjustments can all arrive later, and the order updates when they do. If you need figures that stay put, download a report. A saved file doesn't change.

Related guides

See how STK shows your real profit

Need a hand? Email support@sellertoolkit.co.uk. Updated 5 November 2026.