Short answer: A GMV Max rule update is a profit event. Re-check contribution margin after fees, COGS, ads and refunds before trusting yesterday's ROAS.
Hedge: fee figures are illustrative; confirm the live Seller Centre rate card. Not tax/legal advice.
Key table
| Signal | Looks fine | Profit risk |
|---|---|---|
| Vanity ROAS | Above target | Fees/refunds rose |
| GMV | Up | Contribution flat/down |
| Auto bid | Learning | Spend without floor |
What to do
- Screenshot new rules + date
- Model top spend SKUs on the fee calculator
- Set a net ROAS floor below vanity ROAS if needed
- Cap budget until listing eligibility and health are clean
Links and tools
Internal reading: gmv · roas · fees_tt · returns.
Model fees with the fee calculator.
Inseller
Inseller is the profit layer next to Seller Centre — actual fees, ads and SKU contribution so dashboards do not hide red contribution margin.