Short answer: Walk away from price wars when contribution after fees and ads is red even at winning volume.
Hedge: fee figures are illustrative; confirm the live Seller Centre rate card. Not tax/legal advice.
Key table
| Move | Volume | Contribution |
|---|---|---|
| Match price | Up | Maybe red |
| Walk away | Down | Protect cash |
| Differentiate | Stable | Better |
What to do
- Never match without fee model
- Set walk-away floor prices
- Shift ads to non-war SKUs
- Revisit after competitor moves
Links and tools
Internal reading: price · fees_tt · sku · roas.
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.