Analysing Product Performance with AskBiz
Identify your best and worst performing products by revenue, margin, and growth rate — so you can double down on winners and fix or delist underperformers.
The four product performance dimensions
Products should be evaluated on four dimensions, not just revenue:
1. Revenue: total sales value — identifies your biggest products
2. Margin: gross profit per unit or % — identifies your most profitable products (which may not be your biggest by revenue)
3. Volume: units sold — identifies your fastest movers (important for inventory planning)
4. Growth rate: how velocity is changing over time — identifies rising stars and declining products early
AskBiz shows all four in the Products → Performance Matrix view, plotted on a 2×2 grid of revenue vs growth rate with margin indicated by colour. High revenue, high growth, high margin products (top-right, green) are your heroes — protect them. Low revenue, low growth, low margin products (bottom-left, red) are candidates for delisting.
Identifying hidden high-margin products
Your highest-revenue product is rarely your highest-margin product. Identifying products where margin is high relative to revenue is valuable — these are often under-marketed because they are not the 'obvious' bestseller.
Go to Products → Margin Analysis and sort by gross margin %. Products in the top quartile for margin but bottom half for revenue are candidates for:
- Increased marketing investment (paid ads, featured placement)
- Bundle creation (pair with a complementary product to increase AOV)
- Upsell positioning during checkout
The AI Chat can also surface these: ask 'Which of my products have the highest gross margin but are not in my top 10 by revenue?'
Spotting decline before it becomes a crisis
Product decline is usually gradual — velocity drops slowly over months before it becomes obvious in your revenue numbers. AskBiz monitors 90-day velocity trends for all products and alerts you when velocity has declined more than 20% vs the prior period.
Early decline signals to investigate:
- Rising return rate: customers are buying and sending back — quality or description issue
- Declining review score: visible on marketplace channels like Amazon
- Search rank decline: product is appearing lower in search results
- Competitor pricing: a competitor has undercut you significantly
Go to Products → Trend Alerts to see which products have triggered decline alerts in the last 30 days.
Making delisting decisions
Keeping a poorly performing product in your catalogue has hidden costs: storage fees, management attention, confusing customers, and diluting your marketing budget.
AskBiz's Delist Candidate Report identifies products meeting two or more of these criteria:
- Gross margin below 10%
- Sales velocity below 1 unit per week over the last 90 days
- Return rate above 15%
- Negative contribution (revenue minus COGS and selling fees is negative)
Before delisting, consider:
1. Bundle with a fast mover to clear remaining stock
2. Run a clearance promotion to zero out inventory
3. Return unsold stock to supplier if your agreement allows
4. Check whether a price reduction would restore velocity to a sustainable level