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Evaluate a concept: example report
Example report. Made-up listing; the calculation is the model's real one. Your first 2 reports are complete and free.
- volume (ml) is unknown
Where your listing stands?
Wintraits Match Index of your listing with the launches that succeed (0-100), compared with the category average and with the launches most similar to yours.
80% margin: among the 214 check products with a similar index, the real share of winners could be within this band. Your listing's Wintraits Match Index (similarity) with the launches that end up in the top-selling 20% of their quarter (0-100). It is not a probability of sales. Correlation, not causation: these are patterns of winning products, not guarantees.
Your profile versus the winning profile
What does each axis measure?
- Formula and actives
- What the product contains and how much: the active ingredients the listing highlights, the concentration of the main one, how many different actives it has and the sun protection factor (SPF), if any. Example: “Serum with 15% vitamin C and ferulic acid” scores on this axis; a “moisturising face serum” with no named actives does not.
- Format and use
- What the product is like and how it is used: packaging, texture, time of use, application, skin or hair type it targets, volume and units per pack. Example: “30 ml dropper, gel texture, day and night, for oily and combination skin”.
- Claims
- What the listing claims about what the product is or how it was tested: labels and guarantees, not results on the skin. Example: “Dermatologically tested”, “vegan”, “cruelty free”, “fragrance free”, “paraben free”, “hypoallergenic”, “made in Spain”. By contrast, “reduces wrinkles” is a promise (Promise axis).
- Listing (text and images)
- How the listing is told on Amazon: length of the title and description, number of bullet points and images, clarity and tone of the text, and how much product information it gives. Example: A title that says what it is, the active and the size, five complete bullet points and seven images, versus a short title with two photos.
- Value for money
- What it costs versus what it offers: price, price per ml, price versus products of a similar size, and how much content and how many promises it gives for that price. Example: Two 30 ml serums at €19.90: the one with 10% niacinamide and two more actives scores better on value for money than the one that names none.
- Promise
- What result it promises the customer: the benefits (hydration, anti-ageing, radiance, anti-dark spots, pores…), how many it promises and whether it gives figures. Example: “Hydrates and adds radiance” are two benefits; “reduces dark spots by 30% in 4 weeks” is also a promise with figures.
Where you are furthest from the winners: Format and use (you 0, them 50). It is the green dot on the radar: start there.
You already match them in: Listing (text and images).
With the plan, these go up: Formula and actives (+40).
Each axis groups the attributes that repeat in the winning combinations of that area, weighted by how many times more frequent they were in the check. 100 = as complete as the most complete 10% of winners on that axis.
Attribute by attribute: winners, failures and you
Share of winners (blue) and of flops (grey) that have each attribute; in green, your listing. ×N = times more frequent among winners, with new products.
Flops = in the bottom-selling 40% of their quarter. Each attribute is present in at least 30 products.
What you are missing, and how much it weighs
Recommended plan: from 57 to 89
Wintraits Match Index: similarity with the winners (0-100). Each change adds to the previous one. Only apply those that are true of your product.Your price versus the launches that succeed
In your band 22% succeed; the usual rate is 20%.
Share of winners in each price band; each band has 30 products or more.
Changes that raise it most (one by one)
| Change | Area | Index | Gain |
|---|---|---|---|
| add ingredient: niacinamide | product | 89 | +31.7 pt |
| add ingredient: snail mucin | product | 89 | +31.7 pt |
| add claim: clinically proven | listing | 89 | +31.7 pt |
| add promised benefit: pores | listing | 86 | +28.9 pt |
Claims and certifications: Only if you can prove it. Cosmetic claims in the EU must be substantiated (EU Regulation 655/2013).
Winning combinations within your reach
| Combination | You lack | Lift? |
|---|---|---|
| claim: dermatologically tested + number of images: medium | claim: dermatologically tested | ×2.2 |
| claim: clinically proven + number of actives: low | claim: clinically proven | ×2.0 |
| promised benefit: radiance + content index (actives, concentration and listing quality): high + number of images: high | number of images: high | ×1.9 |
| promised benefit: anti-wrinkle + listing quality: high | promised benefit: anti-wrinkle | ×1.9 |
| claim: clinically proven + number of promised benefits: low | claim: clinically proven | ×1.9 |
Claims and certifications: Only if you can prove it. Cosmetic claims in the EU must be substantiated (EU Regulation 655/2013).
Winning gaps you could fill?
Combinations with more winners that hardly anyone uses in recent launches.
| Combination | You lack | Checked | Used by |
|---|---|---|---|
| listing quality: high + skin type: all | skin type: all | ×2.0 | 3% |
| title length: low + number of images: high | number of images: high | ×2.0 | 7% |
| ingredient: niacinamide + number of images: medium | ingredient: niacinamide | ×1.8 | 8% |
| promised benefit: radiance + claim: dermatologically tested | claim: dermatologically tested | ×1.8 | 7% |
| promised benefit: anti-wrinkle + listing quality: high | promised benefit: anti-wrinkle | ×1.8 | 4% |
Claims and certifications: Only if you can prove it. Cosmetic claims in the EU must be substantiated (EU Regulation 655/2013).
Traps in your concept?
Attributes with fewer winners than usual, also with new products. Change them only if it is true of the product.
| Attribute | Checked | Used by |
|---|---|---|
| description length: medium | ×0.8 | 28% |
What “low”, “medium” and “high” mean
| Variable | Low | Medium | High |
|---|---|---|---|
| number of images | ≤ 6 | over 6 and up to 8 | over 8 |
| number of actives | ≤ 2 | over 2 and up to 3 | over 3 |
| content index (actives, concentration and listing quality) | ≤ 0.05 | over 0.05 and up to 0.45 | over 0.45 |
| listing quality | ≤ 2 | over 2 and up to 3 | over 3 |
| number of promised benefits | ≤ 4 | over 4 and up to 5 | over 5 |
| description length | ≤ 222 | over 222 and up to 1076 | over 1076 |
| title length | ≤ 91 | over 91 and up to 168 | over 168 |
Your concept
€24.90 · units per pack: 1, ingredient: vitamin C, main active concentration (%): 15, texture: light cream, promised benefit: radiance, packaging: dropper
Assumptions: Ficha completa: título descriptivo, 5 viñetas, descripción larga y 7 imágenes. Lo que no indiques cuenta como no indicado en la ficha. Precio y volumen: los que indicas.
Statistical estimate based on patterns of similar products: it is not a guarantee. Only change what is true of your product.
How it was calculated
| Sample | 1410 launches with a result (197 winners) |
| Period | launched between 2023-11-01 and 2026-04-30 |
| What succeeding means | Winner = product in the top 20% of the sales rank for its launch quarter (median of days 60 to 180). |
| Accuracy with new products | The model learned from listings as they are today, not as they were on launch day: it describes what the listings of successful products look like. The accuracy figure at launch is pending a new test. |
| Data as of | 2026-11-06 |
| Limits | Correlation, not causation. Every figure comes from 30 or more products. Only make changes that are true of your product. |
More detail in Methodology.