Monthly performance pack
Ashgrove Provisions
July 2026
Reviewed & signed · 5 August 2026Gross sales
£195,100
▲ 7.4% vs June
Net of fees
£184,590
▲ 7.2% vs June
Fee drag
5.39%
▲ 0.13 pts vs June
Orders
4,046
▲ 5.8% vs June
Gross sales less platform and processing fees, July.
Wholesale nets £71,200 on £71,200 of sales. Amazon nets £40,580 on £48,900 — a fifth smaller than the own site on gross, but a third smaller on what it actually leaves behind. Ranking these channels on sales is the wrong ranking.
All four channels summed, one point per day. Vertical axis starts at zero.
The regular weekly trough is the weekend, when wholesale does not ship. Retail alone runs at roughly £4,500 a day.
Gross sales before fees. Open marker June, filled marker July.
- June
- July
Amazon grew fastest and costs the most to serve. That combination is what moved the blended fee drag, not any change in the fee rates. The same £4,600 of growth won on the own site would have carried £649 more contribution — which is the figure to weigh when the next ad budget is set.
Share of £195,100 gross, July.
- Product cost · £89,750
- Platform fees & shipping · £37,110
- Contribution · £68,240
Checks — the numbers reconcile
Channel gross sales sum to the group total
£62,400 + £48,900 + £71,200 + £12,600 = £195,100
The Amazon settlement equals gross less Amazon fees
£48,900 − £8,320 (17.0%) = £40,580
Shopify payouts equal own-site sales less processing
£62,400 − £1,810 (2.9%) = £60,590
Wholesale invoiced is not wholesale collected
£18,400 of £71,200 unpaid at 31 July
Sources — 3 files, one join
shopify_orders_jul26.csv
Shopify order export — one row per line item, refunds included
Arrived 1 Aug
amazon_settlement_18442.txt
Amazon settlement report — tab-delimited, fees itemised by type
Arrived 2 Aug
wholesale_portal_export.xlsx
Trade portal export — invoice level, headers on row 7, totals row at the bottom
Arrived 4 Aug
Joined on SKU and order date, with a per-channel mapping from each export’s own product codes to a single catalogue. Computed by recipe v5 — frozen 19 March 2026. The wholesale portal added a column in June; the change was flagged before the report ran and the mapping was extended rather than re-guessed.
Appendix — by channel
| Channel | Orders | Gross | Fees | Net | Fee rate |
|---|---|---|---|---|---|
| Wholesale portal | 88 | £71,200 | £0 | £71,200 | 0.0% |
| Own site | 1,842 | £62,400 | £1,810 | £60,590 | 2.9% |
| Amazon | 1,506 | £48,900 | £8,320 | £40,580 | 17.0% |
| Markets | 610 | £12,600 | £380 | £12,220 | 3.0% |
| All channels | 4,046 | £195,100 | £10,510 | £184,590 | 5.4% |
Ashgrove Provisions · July 2026 · prepared by Tallow & Finch
Built with Databoat
Commentary
Gross sales for July were £195,100 across four channels, up 7.4% on June. Wholesale remains the largest at £71,200 and takes no platform fee at all, which is why it contributes more to the bottom line than its share of sales suggests.1 Daily sales show the pattern clearly: wholesale ships on weekdays, and the two weakest days of every week are Saturday and Sunday.2
Amazon grew fastest in percentage terms at +10.4%, and that is the one number in this pack worth pausing on.3 Amazon costs 17.0% in fees against 2.9% on the own site, so every pound that moves from the site to Amazon carries fourteen pence less contribution. Blended fee drag rose from 5.26% to 5.39% for that reason alone — the fee rates themselves did not change.
After product cost, platform fees and shipping, contribution for the month was £68,240, or 35% of gross sales.4 The Amazon settlement and Shopify payouts both reconcile exactly; £18,400 of the wholesale total was still unpaid at month end and is not yet cash.✓
Drafted by Databoat from the computed figures, then edited and signed by Tallow & Finch. Each citation links the sentence to the figure behind it.