The Saddl blog
Marketplace decisions.
Closer reading.
Articles on advertising, marketplace performance and the decisions behind the numbers.
Smarter Marketplace Growth
What a 0.6x ROAS Is Actually Telling You (Before You Touch Anything)
A weak ROAS number is a signal, not a verdict. Here's how to read what a 0.6x ROAS is actually telling you about your Noon campaign before making any change.
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A Weak Campaign Doesn't Mean a Weak Marketplace Position
Two things are being measured at once when you look at a campaign report. Getting them confused leads to either cutting spend a product needs, or adding spend to one that doesn't.
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AED 837 Spent. 0.6x ROAS. Here's Exactly What We Changed — and Why.
A Noon campaign spent AED 837 at 0.6x ROAS. This is the Protect / Reduce / Remove decision framework we applied — target by target, search term by search term.
Read the articleMoney & Operational Leakage
413 Returns. AED 10.6K in Recorded Return Cost. The Return Rate Was Only the Start.
A UAE marketplace account recorded 413 returns and AED 10.6K in return cost. See why return reasons, SKU concentration and customer feedback matter more than the headline rate alone.
Read the articleInventory, Availability & Cashflow
38 SKUs Were Low on Stock. 33 Were Overstocked. Why Reordering Is Not Just a Sales-Velocity Decision.
A real UAE marketplace account had 38 low-stock SKUs, 33 overstocked SKUs and only 17 suggested reorders. See why stock allocation should come before another PO.
Read the articleEconomics & Reconciliation
Amazon Settlement Reconciliation: The 1–3% of Revenue Most Sellers Never Recover
A complete guide to reconciling Amazon settlements, tracking lost inventory, identifying fee overcharges, and recovering margin leaks.
Read the articleProfit & Unit Economics
Your Top-Selling SKU May Not Be Your Most Profitable. Here’s What to Check.
A real UAE marketplace SKU ranked #1 for revenue but not contribution. See what fees, advertising and inventory revealed before scaling it further.
Read the articleProfit & Unit Economics
The Same Product Made Money on Amazon and Lost Money on Noon. What Changed?
A real UAE product delivered +18.2% contribution on Amazon and -19.7% on Noon. See what advertising, returns and campaign-level data revealed.
Read the articleProfit & Unit Economics
A 4.03x ROAS. Just 1.7% Contribution Margin. What Did ROAS Miss?
A real Amazon UAE SKU delivered 4.03x ROAS but only 1.7% contribution. See what product cost, marketplace fees and TACoS revealed.
Read the articleMarketplace operations
One Catalog. Three Marketplaces. Three Completely Different Problems
An account review across Amazon UAE, Noon Core and Noon Minutes reveals different campaign, inventory and budget problems behind the same catalog.
Read the articleReading performance
The Illusion of Perfection: When Flawless Metrics Hide a Growth Ceiling
A historical account analysis of how strong revenue and low TACoS can mask weak conversion and gaps in Amazon search campaigns.
Read the articleAdvertising decisions
Why Every PPC Tool Stops at Optimization (And Why We Didn’t)
Why optimization metrics alone cannot establish impact, and how counterfactual analysis informs Amazon PPC decisions.
Read the articleThe Saddl origin
Why I Built Saddl: Bringing Marketing Science to the Mid-Market PPC Gap
Aslam Yousuf explains the measurement gap he encountered as an Amazon seller and why he built Saddl.
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