The monthly business review for brands that sell everywhere.
Sentopi consolidates your Amazon, Shopify, wholesale and retail exports into one report each month. It shows what moved across the whole business, tests why, and ranks what to do first, with an owner and a date.
The business grew 11.3% while Amazon fell 20.8% over the trailing 13 weeks - read Amazon alone and a growing business looks like a falling one.
| Channel | Last 13 weeks | vs last year | 52 weeks |
|---|---|---|---|
| Whole business | $160,318 | +11.3% | |
| Amazon | $78,481 | -20.8% | |
| Shopify storefront | $54,709 | +121.1% | |
| Subscription renewals | $23,431 | +42.5% | |
| Wholesale (Faire) | $3,696 | flat |
1Consolidate every channel.
Send one export per channel, about ten minutes each. We put them on one weekly calendar and tie each to its own totals, so Amazon orders synced into Shopify aren't counted twice and a channel that's late shows as missing, never as zero.
We never ask for a login.
| Channel | The export | Today |
|---|---|---|
| Amazon | Sales and Traffic by Date, weekly, last 2 yearsSeller Central, Reports, Business Reports | Automatic |
| Shopify | Orders, all of themShopify admin, Orders, Export | Automatic |
| Wholesale | Faire orders booked through ShopifyAlready in the Shopify export | Automatic |
| Retail and grocery | Sell-through or invoices, whatever format they sendYour retail partner | By our team |
| Walmart and TikTok Shop | Order reportsEach seller center | By our team |
For Amazon we also pull two years of your competitors' prices, promotions, rank and ratings ourselves.
2See what moved, and test why.
The report reads the whole business and every channel inside it, then tests each likely cause against all of them. It says what it ruled out, what's still open, and which export would settle it.
- Amazon $78,481 -20.8%
- Shopify storefront $54,709 +121.1%
- Subscription renewals $23,431 +42.5%
- Wholesale (Faire) $3,696 flat
Demand moved, it didn't disappear. Amazon sessions fell 36.0% after the week of 2026-06-07 and Shopify orders rose 44.5% across the same weeks. Ad budget moving to the storefront fits both, and ad spend by channel settles it.
| Possible cause | Status | Evidence |
|---|---|---|
| Category downturn | Ruled out | All 4 rivals' Amazon rank held between 98 and 104 against January 2026 while Board Oil 8oz went to 121 in June. |
| Seasonality | Ruled out | The same weeks of 2025 moved 2.3% in Amazon sessions and 0.8% in Shopify orders. |
| Amazon price | Ruled out | $14.99 held throughout and the index read 118 on both sides. |
| Buy Box loss | Unlikely | Real, but 2 weeks long and 9 weeks after the move began. Settled by action 7. |
| Ad budget moved from Amazon to the storefront | Open | The only candidate that reaches both channels. Amazon sessions fell and storefront orders rose in the same week, and Amazon conversion rose, which is what losing paid traffic looks like. Settled by action 1. |
3Know where you stand on price.
Every month we pull two years of price, coupon and deal history for you and the rivals you name, and answer three questions: where you sit, how they promote, and what to change. You send nothing for this part.
Where does Kestrel sit on price, and has it changed?
- $14.99 on Board Oil 8oz for the full 2 years on record, 18% above the $12.74 average of Ashgrove and Millbrook in September 2026.
- The premium didn't move when sales did. The index read 118 in May 2026 and 118 in July, so price level does not explain Amazon's fall.
How do the 4 competitors price and promote?
- Ashgrove sells an estimated 3,000 units a month at $12.99, 37.38% of units across the 8 tracked listings, and runs a 15% coupon every other month, 6 in the last 12.
- Millbrook pairs $12.49 with lightning deals, 2 in 12 months plus a coupon. Its 41.53% of days below reference is mostly its old $11.99 price before a March 2026 increase, not promotion.
- Kestrel's 4 listings hold 16.88% of units together and ran no coupon and no deal on any of them.
What does it mean for Kestrel?
- Hold list price. The premium held at 118 on both sides of the June move.
- Test a coupon on Board Oil 8oz, the mechanism the share leader runs at 15%, with its depth set by the cost data in action 8. See F4.
- Reprice the Care Kit. It saves a shopper 6.9% against its parts and converts at a third of the singles. See F3.
- Kestrel Board Oil 8oz $14.99, no promotions
- Ashgrove $12.99, 6 promotions
- Millbrook $12.49, 3 promotions
The listing's own price, less a 15% or 10% coupon on the days one ran, or the lightning deal price. Coupons are assumed clipped, so this is the lowest price a shopper could pay.
Coupon Lightning deal Promotions from Keepa's price, coupon and deal history. Units are Amazon's bought-in-past-month badge, averaged over 3 months, which rounds down, so they rank listings and never size a decision.
4Know what to do first.
Every finding ends in an action with an owner and a date. Requests for data come first, because they're what close the open questions. You walk through it with us on a 30-minute call.
- 1 Send ad spend by channel and month for 2026-03 to 2026-09, Amazon Sponsored Products and paid social together. Kestrel · Oct 9
- 2 Export Shopify sessions by day for 2025-06 to 2026-09. Shopify > Analytics > Reports > Sessions over time. Kestrel · Oct 9
- 3 Read Board Cream and Care Kit reviews from 2026-03-01 onward. Sentopi's own review analysis, so nothing to send. Sentopi · Oct 7
- 4 Pull the FBA customer returns report for 2026-04 to 2026-09. Kestrel · Oct 9
- 8 Send landed unit cost per SKU, the Amazon Payments report and Shopify payment and shipping costs for 2026-01 to 2026-09. Kestrel · Oct 14
5Pick up where last month left off.
Open findings carry into the next report until their exit condition is met. Nothing quietly drops off, and every number traces back to the export it came from.
- F2
Demand moved channels in one week: after 2026-06-07 Amazon sessions fell 36.0% while Shopify orders rose 44.5% and Shopify net revenue 50.9%.
Closes when ad spend by channel and month, Amazon Sponsored Products and paid social together, shows whether budget moved in the week of 2026-06-07.
- F5
Board Cream's Amazon rating fell from 4.6 to 4.2 in 2026: the only one of 8 tracked listings to fall, on 1,034 reviews.
Closes when a read of Board Cream reviews since 2026-03-01 names the complaint behind the fall.
- F7
The storefront has no traffic data: Shopify's orders export carries no sessions, so storefront conversion cannot be read beside Amazon's.
Closes when storefront sessions by day are loaded for 2025-06 to 2026-09.
Who's behind it.
Sentopi is Oliver Silen and An Luong. Between us we've spent more than 10 years in retail and ecommerce, including at Amazon and Walmart, where a monthly business review was how decisions got made.
Most brands selling in four channels have never had one. That's the report we build.
Questions.
- What does it cost?
- Your first month is free. After that it's priced per brand, by how many channels and listings you sell through, and we quote it on the call. There's no contract.
- We already use Triple Whale or Polar. Why add this?
- Keep them for ad attribution on your store. This reads every channel, Amazon and retail included, and explains why the whole business moved.
- Do you need access to our accounts?
- No. You download the exports and send them. We never log in.
- What happens to our data?
- It's stored privately, used only for your report, and deleted when you ask. We don't share it or pool it with anyone else's.
Send us a month of exports. We'll send back the report.
The first one is free. We reply within one business day with the exact exports to pull.