Sell-Through Rate Calculator
How fast is this stock actually moving?
Your numbers
Result
Sell-through rate
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How this is calculated
Sell-through rate is units sold divided by units received over a period. It is the clearest early warning of slow-moving inventory, and on Amazon it is the metric that determines whether you get hit with aged inventory surcharges.
- Sell-through rate = units sold ÷ units received
- Sales velocity = units sold ÷ days elapsed
- Weeks of cover = units on hand ÷ (velocity × 7)
- Capital tied up = units on hand × unit cost
- Units to clear = units received − units sold
What to make of the number
Sell-through below about 30% after 60 days is the signal that a product is not moving at the price you set, and that storage surcharges are coming. The two responses are price or volume — and price almost always works faster.
Frequently asked questions
What is a good sell-through rate?
It depends on your model. Fast-moving consumables often exceed 60–80% within a month or two. Slower, higher-value items may run at 25–40% and still be perfectly healthy. Compare against your own history rather than a universal benchmark.
Why does Amazon track sell-through?
Because warehouse space is finite. Low sell-through triggers aged inventory surcharges and, ultimately, storage limits that restrict how much you can send in. It is an operational constraint, not just a reporting metric.
What should I do with slow-moving stock?
Price first — a temporary reduction usually moves stock faster than additional advertising. If that fails, consider bundles, a different channel, or a removal order. The carrying cost of dead stock compounds every month it sits.
How often should I check sell-through?
Weekly during a launch or seasonal peak, monthly otherwise. The point is to catch the trend early, while a modest price change is still enough to correct it.
Is sell-through the same as inventory turnover?
No, though they are related. Sell-through measures how much of a specific shipment has sold. Turnover measures how many times total inventory value is cycled through in a year. Use sell-through per SKU and turnover for the business.