The Amazon. Diagnosed. scoring engine evaluates your brand across three dimensions using a 7-question diagnostic. Each dimension isolates a distinct type of gap between your current performance and the top 10% in your category.
The Growth sub-score measures whether your revenue trajectory is compounding at a rate consistent with top-decile brands in your category and revenue band. Contributing signals include current revenue scale (Q1), category position (Q6), the single biggest growth move on the table (Q7), and operating model capacity (Q3). A low Growth score means the gap between you and the category leaders is widening, not narrowing.
The Profit sub-score measures margin retention after Amazon's fee load, ad spend, returns, and operational overhead. Contributing signals include contribution margin (Q2), inventory and fulfillment health (Q4), operating model efficiency (Q3), revenue scale (Q1), and growth-move alignment (Q7). Most $10M+ Amazon brands lose 3 to 7 margin points to the same five line items without seeing them on a standard P&L.
The Defense sub-score measures brand control exposure: Buy Box loss, unauthorized sellers, MAP erosion, listing health, and account-health risk. Contributing signals include brand defense posture (Q5), inventory and fulfillment reliability (Q4), operating model coverage (Q3), and growth-move alignment (Q7). If an ASIN is provided (Q8), the Defense score incorporates live measurement data rather than relying solely on category-level estimates.
The revenue and contribution-margin gap ranges are derived from a benchmark cohort of 247 Amazon brands across pet, food and beverage, beauty, and supplements categories. We segment by category and revenue band, then compare your diagnostic scores against the top-decile threshold for each segment.
A gap multiplier (the difference between your score band and the top-decile band, expressed as a percentage of median band revenue) produces the directional revenue range. Contribution margin is estimated using category-typical CM ranges for brands at your revenue band. The result is a directional estimate of incremental annual opportunity, not an audited financial projection.
Benchmark cohort: n=247 brands, Neato portfolio data, 2025–2026 cohort. Revenue bands from under $5M to $75M+. 7-question diagnostic, single-select. Scoring rubric version 2026-04-28.
Every metric on your results page traces to a specific data source. Here's the full inventory:
| Metric | Source |
|---|---|
| Brand revenue | SmartScout via Amazon marketplace data (when matched); self-reported band (when not) |
| Top-decile benchmarks | Neato partner P&L cohort (n=247; per-band n= when delivered) |
| Buy Box / seller signals | SmartScout product-level (when ASIN provided); category estimate otherwise |
| Growth % | Rolling 12-month revenue trajectory (SmartScout, when matched) |
| Contribution margin range | Neato portfolio cohort, anonymized |
Cohort cells with n < 10 are marked “directional” and visually downweighted on results.
This diagnostic is a directional assessment based on self-reported inputs and portfolio-level benchmarks. It does not measure live ASIN-level performance (unless an ASIN is provided), does not audit your P&L, and does not account for brand-specific factors like product lifecycle stage, competitive moat depth, or external macro headwinds. The dollar gap is an estimate calibrated against peer cohort data, not a guarantee of realizable revenue. Use it as a starting point for deeper analysis, not as a financial projection.