终于，亚马逊开始吃人了！

 jdogworld：

Thanks for putting this together. Was a little confused by your numbers. So you lost $143,000? With $6M in revenue and the expenses you listed seems you would’ve made a lot of money...

非常感谢你的分享，但是我有点没看懂你的这些数据。所以你是亏损了14.3万刀、从600万营收和你列的这些花销来看，还以为你赚了很多钱呢~

 jordanwilson23（楼主）：

Those are just operating expenses - utilities, rent, payroll, software, etc. I have 2.2M in Amazon fees, 600K in shipping with fedex and UPS, etc.

那些只是运营成本，包括水电，房租，人工，软件等等在内，FBA费用220万刀，还有60万刀Fedex和UPS的物流费。

 chromiselda：

Wait so from the $6m in Amazon sales you pay amazon $2.2m in fees and that’s excluding storage? Plus the cost of their screwups with inventory (that is an actual cost and you MUST consider it for your business’ survival). Amazon is basically eating up half your revenue. You seem to have only survived because of better cash flow from the last 10% of your sales that are not on amazon.Work on making that 10% a bigger piece of the pie. Stay in control of your cash.

所以...你销售额600万刀，FBA费用竟然有220万刀，而且还不包括FBA仓储费？再加上仓库错货的没有（这个费用肯定会有，所以一定要考虑在内），那亚马逊基本上吞掉了你一半的收入。

看来：你能够存活是因为10%亚马逊以外的收入，你应该把那10%努力做大，控制好你的现金流呀！

 Quanticks：

Is your take home pay included in your expenses? I have seen stories where people hide behind the story of a struggling business (no profit) but that's because they pay themselves a high amount. So the owner is happy with his nice cars/big houses but the business suffers. Obviously not sustainable.

你自己的工资是否包含在这些费用里？我见过很多人说自己的公司不盈利利润惨淡，但事实上他们给自己开着超高的工资。很多老板坐拥名车豪宅过的悠哉悠宅，但是公司却承受巨大压力。很明显这不是一条可持续发展的道路。

jordanwilson23（楼主）

It is. I take out just over 52k a year. 

I took out 25k a year for the first 4 years. Upped my pay 3 years ago. Things went good. Made 300k+ and decided to buy a house. The 52k is what I need to live off now...mortgage, Honda Accord car payment, phone, etc. I don't have any fancy or expensive habits....

I mean I spend a chunk on Christmas village houses for my village each year but obviously not this year. Just trying to say I'm not spending money on dumb shit like a 3 series beamer, mansion and exotic vacations. Considered renting my house out and moving into something cheaper actually. I'm actually taking out as little as possible lately so I will prob take out less than 52k this year.

是的，我自己的工资也包含在内。我给自己的年薪是5.2万刀。

在刚创业的前4年：我给自己的年薪只有2.5万刀。3年前，公司做的还算不错，我给自己发了30万刀，打算买房子。现在这5.2万刀是我的生活开销，包括房贷，车贷，电话费等等。我也没有什么很费钱的兴趣爱好...最多也就是每年圣诞节喜欢买点东西来装饰屋子，但很明显今年是不可能了。

我想表达的就是：我没乱花钱在一些无所谓IDE东西上。比如宝马3系，豪宅和旅行。我甚至在想着要把我甚至在考虑把我买的房子租给别人，自己出去租个便宜的房子住。我已经尽量少给自己开工资了，今年应该会比5.2万拿的少吧。

 Quanticks：

Thanks for reply, lots of good info in here.

谢了楼主，很实用的信息。

(小编：估计是看到楼主诚恳的回答说不出话来了)

 warren2650：

Honda Accord car

Thanks for specifying the exact make and model of the car ;-)

本田雅阁车

再次感谢楼主，连车的牌子和型号都分享了;-)

 jordanwilson23（楼主）：

I could tell /u/quanticks was wondering if I am not making money because I am spending it on dumb shit so I wanted to make it known that my car is just a normal car that costs me 200 a month. It's a 2016 for what that's worth.

 eurostylin：

$570k monthly sales, 10% of net per month for a warehouse, 11 employees, and paying close to 4% of net in amazon storage fees?

It sounds like you are in the survival state of business right now, and you have to be very careful with your next move, and I hope you seek some outside help with lean management.

I wish you the best of luck, but your last paragraphs worry me.

月营业收入57W。其中10%用于仓库租赁，亚马逊仓储费用去4%，另外还雇有11个工作人员。这样看来，这个公司现在能存活下来已经是很幸运的了。

公司接下来想要继续发展的话，建议你咨询一下第三方公司怎么合理进行公司的扁平化管理吧。

 jordanwilson23（楼主）：

Expenses for sure got out of hand this year. I run a payroll of about 33K a month and I think we are capable of doubling our sales with the same payroll - it has just taken longer than I thought to get our sales up. Our storage fees this year have been about 7K per month and then October was 20K so total storage fees have been around 76K. I would love to send less in to Amazon but as I am sure you know they can take 3 days to put an item live or 30 days which makes planning damn hard.

今年的运营成本的确高得有点出乎我的预料了，今年我花在员工工资上的钱就差不多3.3w刀了。我原本计划今年用这么多的预算把营业额翻倍的，然而现在看来离达到这个目标还有很长一段距离。

FBA的入仓时间一般都是3-30天不等，根本没有什么规律可循，所以很难做出相应的备货计划。而且FBA的仓储费大概一个月需要7k刀，10月份花出去2万刀，今年花在FBA的费用平均下来一个月就7.6k了。

As you said, I am 100% in survival mode. I KNOW we will make 150-200K net in Nov and Dec to break even on the year but that is not the goal. Trying to put things in order so when January comes we are rolling better than we have been this year. 

As of now I am busting ass on new systems that will help us in January - raise prices, redoing our launch system and checklist, tweaking images and copy, etc. 

The majority of our sales from from less than 10 items and we only carry about 50 main SKUs. I would love to drop some SKUs to focus more on less SKUs but since expenses are so much I can't afford to drop profitable SKUs without replacing them. I am going to consider restructuring in Feb if things don't look better. At the end of the day I can handle my top 10 skus with me and 1 other person and net 40K a month but I have been working on building something that can be scaled bigger than that and scale fast。

你说的没错：我现在肯定就是出于生存模式。我自信能在接下来的旺季净赚15~20W刀，这样算来的话今年就不会有亏损，但是我的目标不是收支平衡而是赚钱啊！

现在公司：在进行新的规划和管理，希望以此让明年的效率比今年高。而且现在我们在制作开发一个新的系统（楼主所述的系统目前已有类似的上线了）。

现在：我们的SKU总数有50个，然而有造血功能的不到10个SKU。虽然有想过将多余的SKU下架停售，但是又不想放弃。因为他们偶尔还是会带来一小点销售额。如果我做这10个sku，那么公司只需要我和一位工作人员就行了，每个月净利都能有4w刀，但是这和我想把公司做大做好的期望是相悖的。

 israellopez： 

Yeah man it sounds like you grew too fast to keep profitable. A lot of the issues you had were related to timing, but timing issues should be handled by having enough cash on hand to weather that crap. That's where growth gets ya, it seduces you to grow beyond your systems.

Good luck, and make sure you communicate with your team, now is critical.

从你说的这些内容看得出来：你的公司就是因为扩张的太快了，然后管理又没有跟上扩张的速度，所以导致你大部分的利润都打水漂了。

你的这些问题：大都源自你选择的时机，做选择的时候应该根据你的现金流来进行考量。现在有很多创业者跟你是一样的情况，只顾着盲目发展公司，等到公司的资金不够支撑发展的时候才想起来进行反思。

 jordanwilson23（楼主）：

Correct you are. I have friends running 1 and 2 man companies that net 10-50K a month. I could always go back and do that but I want more than that and I still feel I can grow into profit and hit a big stride. BUT I let things get out of control and it makes things hard to fix when there is so much going on.

你说的没错：我有的朋友就在做亚马逊，有的是自己开店，有的是一两个人做一个店铺。每个月能赚1W-5W刀，我当初也是这么过来的。

虽然：我现在可以随时做回到当初的状态，只是我的不希望向那个方向发展。而且以我现在的这个规模，我也很自信能够做到盈利。但是今年要处理的事情比往年多太多了，事态有难以掌控了。

 hardworkworks： 

I'm genuinely curious:

Why do you need six warehouse employees and the 12k sqft warehouse? Could you manage to ship directly to Amazon warehouses?

1100平的仓库和6个仓库的工人，有那么多的资金为什么不考虑直接发到FBA仓呢？

 jordanwilson23（楼主）：

Possibly. My warehouse is filled. We also do some fulfillment for 7-8 customers so I house their items. Also, FBA storage fees would kill us. BUT you are correct that I could possibly take the employee count down a bit - once again I am trying to better organize employees AFTER we grew instead of being organized before they started and obviously that is not the best move.

说得很对，我自己的仓库是放满的。因为我在做亚马逊的同时，还给七八个品牌商做发货。而且，FBA的仓储费真的太高了。

你有一点说得很正确：我确实是可以少请几个人，想办法提高他们的效率，做好规划再扩大规模，我现在确实有点本末倒置了。

 fbaAllDay：

With ads you want to determine your net margin as profit / sales and adjusted net margin as ( profit - ad spend ) / sales. If ad spend is pushing adjusted margin under 10% you're unprofitable because that 10% needs to sustain your business.

Also determine ads percentage of sales as ad sales / sales. If this number is high and especially if your ACoS is also low you are dealing with a situation called cannibalization. This is when you are paying for ad placements on search that could have converted organically. There are a few different ways you can fix this. You can begin tracking organic placements for search on a product. 

You can also just start to add anything that would be construed as branded search as a negative keyword on your products with best BSR. Save branded search for your products that need exposure, basically.

Good luck w/ Q4 and HTH

如果做了PPC：那么在计算利润率的时候就应该用(利润-广告费)/营收，而不只是利润/营收。而且在计算PPC广告费的时候，如果你的利润低于10%，那么基本就不可能盈利了，因为这10%是做为你公司的运营成本的。

至于广告占比也需要注意：也就是转化/营收。如果这个比例很高，ACOS很低，也就是通常我们说的 “竟食效应”。意思是你通过广告获得的流量，本来就可以通过用户自然搜索来获得，然而你却在PPC上进行了投入，相当于这部分钱是可以省下来的。

这种情况：你可以通过跟踪你产品的自然搜索排名，或者将卖的好的产品的品牌名设成否定关键词，从而把品牌名搜索的广告费省下来，用在你需要曝光的产品上。

 jordanwilson23（楼主）：

Agree - we are 100% on the same page. We track our ACoS for PPC sales only, overall ACoS per sale, % of sales from ads, gross margin after ads, etc.

I also started using H10 a couple months ago and a lot of our new processes revolve around pulling data out of H10. At the end of the day I have sooooo much data but need to organize it and analyze it much better.

我的看法和你的一致。我们每天都在关注我们的ACOS，转化率，利润...

我们最近也在重点跟踪排名和各个数据，希望吧这些数据更好的结合利用起来。

 Grande_Yarbles： 

What happened with the goods seized at port? Improper declaration from the exporter or some sort of IP issue?

We had a crazy issue last year. A container from India detained because it set off the radioactivity detection system they have in place. Turns out the metal was contaminated with medical device waste. Fun, fun, fun!

 莫名其妙的货物就被没收了，是IP的问题还是供货商报关的问题？

我去年有一箱从印度运过来的货被没收了，当时真是被这件事弄崩溃了。

后来发现是：进港的时候触发了放射性物质报警器。

检查出来：居然是我们的货物里面的金属，被医疗仪器废料污染过。。。

简直呵呵了！！！

 jordanwilson23（楼主）：

Last Q4 I started importing things through Savannah Port. I guess they got a hard on for me because they did full exams on 11 straight containers of mine. 

On the 12th and 13th containers they found an issues on 4 products. 2 of the items had UL issues. I have the UL logo on the packaging but not all items in the kit were UL. This was my dumbass mistake. Both of these items are getting released to a bonded warehouses and the UL logo will be covered with stickers. I have a really well known firm working on this and that played a big role in these getting released.

 The other 2 items I can't say the exact reasons but we fought the reasons and they will be released without penalty. The 2 items that I can't say anything about shouldn't have been seized in the first place but I think Savannah Port CBP thinks they are helping the US by stopping these evil Chinese imports. 

I switched back to Miami port and have done 50 containers since without 1 full exam. Those full exams costs 1K+ each plus storage so that was killing me last year at Savannah.

去年Q4的时候我开始尝试Savannah港，我觉得自己应该被盯上了。

因为：连着11个货柜，都被强制做了全面货检。查到第12、13个的时候，有4种商品查出来有问题，有两个是因为UL。虽然我在货物包装上贴了UL合格的LOGO，但是里面的货物不是每个部件都有UL合格证。所以根据法律规定，UL合格证不能贴在商品外包装上。简直被自己蠢哭了.....

最后：这两个商品有一个被退到保税仓，然后把外包装上的UL合格证遮住。另外的两个商品，通过申诉救回来了，而且没有被罚款。其实这两个商品本来不该被没收的，只是因为Savannah港的海关觉得这些商品运到美国，会给美国带来负面影响。。。

我真的很无语了：然后之后就改回用迈阿密港了。我有50多个货柜，人家都没有查我的货。而且Savannah港每次全面货检都要用1000多刀，除了这个还要花钱在仓储费上，简直心都在滴血。

 BrokelynNYC：

Thanks for sharing. We are down HUGE money this year. We actually cut our lower selling products and put more emphasis on our winners and currently expanding into newer products：

1.) What caused the Port to hold your goods for long? Anything you could have done to prevented this?

2.) Also, can you discuss what caused the lawsuit?

感谢分享，我今年也是亏损得厉害，我们把卖的不好的产品都下架掉了，把精力都放在卖的好的产品和新品开发上，然后我有两个问题：

1、你的货是出于什么原因被海关扣了那么久？有什么办法可以避免这样的情况呢？

2、你可分享一下你被告的细节吗？

 jordanwilson23（楼主）：

This is exactly what I am doing - been trimming the fat all year but when I am committed to expenses it makes the process tricky. What if I can't replace that "profit" from those items?

1.) Savannah port sucks ass (my opinion). They would be so backed up that it would take them a couple days to do an x ray exam and then another 4-10 days to do a full exam and the whole time they bill me for it. I complained and they told me to kick rocks.

2.) Can't really say much on that front. Sorry man. That wasn't even really one of my biggest worries. The audit was prob the biggest pain in the ass because the state of Florida has no idea what they are doing. They were so bad at their job that the audit ended when they basically couldn't understand stuff and gave up (although everything was in order).

我就是像你说的这么去做的，我一整年都在调整和淘汰卖得不好的产品，但是我有些地方也有些纠结，就是有的产品的销量不多但是有利润，如果我把他们淘汰掉了，然而我的新品利润都不如这个产品，那怎么办？

1、我的货物，基本都是从佛州的Savannah海关走的，他们那里的货品多的都快放不下了。只是做个X光检查都要检查好几天，做个全面的检查就要4-19天了。而且明明就是海关自己的工作效率问题，还要收我们的仓储费。我跟他们说过这个问题，对方的回复就几个字--少BB，一边儿去。

2、抱歉，关于被告的细节我没办法跟你说。其实那个最大的问题不在我们。可以说被佛州查水表是今年最痛苦的事情了，应为佛州的税务局他们完全不知道该怎么查税。该交的资料都交了，查了6个月，什么都没查出来，我估计他们连我的资料没看懂，所以最后选择放弃然后才给我结的案。

 yoyoyosupyo：

how many hrs a week do you spend with your significant other? how many hrs a week do you spend watching movies? how many hrs a week do you spend commuting to office and home?

好奇楼主每个星期陪自己对象的时间有少呀？每周看电影的时间有多少？花在上班路上的时间有多少？

 jordanwilson23（楼主）：

Gf lives with me. Lately I spend about....20 hours with her. M-F from 7-9pm and Saturday from 6pm-bedtime and then a bit Sunday night. No time for watching movies. Work is a 20 min commute each way x 2 times per day.

I can pretty easily put in 70-75 hours a week. The first 3 years I started this I put in 70 hours every single week. The last 2 years or so I got complacent a bit and have been putting in 50 hour weeks. I would LOVE if I was the type that could get more done with less time but I just haven't solved how to do that yet. If things go to shit I want to know I put in everything I possibly could. What do they say in Breaking Bad? "No half measures".

我现在是和我女朋友一起住的。最近这段时间，我每周陪她的时间大概有20个小时。也就是每周一到周五晚上7-9点，周六6点到晚上睡觉之前，周日也有一点时间，看电影的时间基本上是没有的，每天花在路上的时间加起来40分钟左右。

我每周基本都要工作70-75个小时。创业的前三年，每周工作时间都在70小时。最近这两年稍微有点起色了，说起这个我自己有点小得意，每周的工作时间也缩短到50小时了。我特别羡慕那些效率高的人，花的时间比我少，做的事情比我多，我现在还没有到那个状态。

如果我现在创业失败了，至少我努力过，我也问心无愧。我记得《绝命毒师》里面的老白说过--“半吊子是不会成功的”！所以我任重道远呀。

这个帖子反响如此强烈。从诸多卖家的共同讨论中，不难看出：

随着大环境的变迁，亚马逊卖家的日子是越过越难了。作为一个中型卖家，境地都如此狼狈，后面的一大批中小卖家又当如何呢？

亚马逊彻底变成了一个高危职业，各位老铁入坑请慎重。已经入坑的，且行且珍惜吧。希望大家能够安全平稳的度过这个旺季！