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Most gurus claim 25-30% net, but realistic bottom-line profit after tax, software, and PPC for mature accounts usually hovers around 15-18%.
If your gross margin isn't at least 30-35% before ad spend, walk away. FBA fees and PPC cost inflation will eat up a 15% margin instantly.
A reality check on net margins after accounting for COGS, shipping, Amazon fees, advertising, returns, and software subscriptions.