Revenue fell 6.3% to $88.9K — and $4.1K of it is one ASIN that stopped selling entirely.

The week came in at $88,850, down 6.3% on last week and 3.4% below the four-week average, while still running 21% ahead of the same week last year. The decline is not broad: five ASINs moved and they nearly cancel out. The charcoal toothpaste went to zero — $4,100 last week, nothing this week, with 210 units sitting unfulfillable — and that single line is more than two-thirds of the shortfall. The whitening pen gave back $3,500 and the strips another $3,500, offset by $3,450 on the core toothpaste and $1,700 on the brush heads. Two of those three declines have a cause visible elsewhere in this report; the pen's does not, which is what makes it the one to investigate rather than the one to act on.

$88,850 net across 4,840 orders and 5,040 units at an $18.36 AOV: -6.3% week-over-week, -3.4% against the four-week average, +21.4% year-over-year. Concentration is the standing risk — the top ASIN is 46% of the week. Cancellations ran 12.7% against 12.8% prior, inside the band this account has held for eight weeks, so nothing to do there.

Live listing scores need the Product Listing SP-API role, which this account does not hold yet — so this reads as unavailable, not as clean. Worth unlocking: it is the cheapest of the seven checks to fix, and it is the check that would have flagged the charcoal toothpaste going dark.

Two real signals. The whitening strips are at 28.7 days of cover against an 8-12 week hero band — at 144 units/day that is a stockout inside the reorder lead time, not after it. At the other end the whitening pen holds 181.7 days, roughly 26 weeks, which is capital drag on a declining ASIN. The charcoal toothpaste shows no velocity at all with 210 unfulfillable units, which is the inventory-side confirmation of the revenue line.

Spend of $14,200 returned $52,800 in attributed sales — a 3.72x return against 3.41x last week, 26.9% ACoS and 16.0% TACoS. Read the improvement carefully: spend rose 4% while attributed sales rose 14%, which on a week when two ASINs declined usually means budget rotated toward the easy converter rather than the campaigns getting better. Attributed sales are a ceiling on incrementality, not a measurement of it.

Non-branded purchase share is 0.31%, down from 0.44% four weeks ago on flat query volume — the strips decline has a search cause, and it is share loss rather than demand loss. 'Whitening strips' alone fell 0.44% to 0.31% while impression share fell 1.28% to 0.96%, so the brand is losing placement before it loses the click. Branded share is unaffected at 2.06%.

Plain read: these are the specific products taking clicks on the searches you care about. "Click share" means: of everyone who searched that term, the percent who clicked that product. Where a rival's share is high and yours is low on the same terms, that is where your clicks are going.

On the last mature week, 4,340 buyers: 3,090 new and 1,250 repeat, a 28.8% repeat share. New-to-brand is 71% of orders, which is healthy for the category and consistent with the LTV read below. The two most recent weeks are drawn provisional because Amazon backfills buyer identity for about two weeks — email coverage on the newest week is only 41%, so its customer counts are not yet trustworthy and should not be read as a drop.

Windowed LTV runs $24.10 at 30 days, $31.80 at 60, $38.40 at 90 and $61.90 at 365, all on mature cohorts. The gateway read is the actionable one: customers whose first purchase was the core toothpaste reach $47.20 in 90-day LTV with a 34.1% repeat rate (n=1,240), against $31.40 and 19.2% for the strips (n=890). Median days to second order is 61 across 5,210 repeaters — that is the number a repeat nudge should be timed to, not day 30 and not day 90.