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Example report. Made-up listing; the calculation is the model's real one. Your first 2 reports are complete and free.
Your listing is below the average for face serums: with 1 change its Wintraits Match Index would go from 6 to 22
«Sérum facial Vitamina C 15 % 30 ml» · Face serums · Amazon Spain · price €24.90
1. 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 160 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.
2. Your listing at a glance
Your product (generic face serums silhouette, with your listing's data) and the layout of an Amazon listing, coloured as a heat map: the warmer the colour, the further that area is from the Wintrait, the profile of the launches that succeed; in blue, the areas where you already have what the winners have; uncoloured, where there are no clear differences.
- 1Images 0% like the Wintrait
You are missing “number of images: medium”: 49% of winners and 37% of failures have it. - 2Title 0% like the Wintrait
You are missing “quantified claim: yes”: 23% of winners and 9% of failures have it. - 3Price 45% like the Wintrait
Your price is outside the band with the most winners (see “Your price”). - 4Seals and claims 0% like the Wintrait
You are missing “claim: clinically proven”: 26% of winners and 10% of failures have it. - 5Bullet points 0% like the Wintrait
You are missing “promised benefit: pores”: 26% of winners and 16% of failures have it. - 6Description 51% like the Wintrait
You are missing “listing quality: high”: 22% of winners and 10% of failures have it. - 7Product contents 0% like the Wintrait
You are missing “ingredient: niacinamide”: 30% of winners and 16% of failures have it.
3. Your listing against the Wintrait
The Wintrait is the profile of the launches that succeed in your category. Area by area: on the left, what we read in your listing; on the right, what most sets the winners apart (share of winners · share of failures that have it); below, the reason.
- Your listing
- 3 images and videos
1ImagesSomething is missingWintrait- number of images: medium you don't have it49% · 37%
You are missing “number of images: medium”: 49% of winners and 37% of failures have it.
- Your listing
- 34 characters
2TitleSomething is missingWintrait- quantified claim: yes you don't have it23% · 9%
You are missing “quantified claim: yes”: 23% of winners and 9% of failures have it.
- Your listing
- €24.90
- €0.830 per ml
- Units per pack: 1
3PriceSomething is missingWintraitNo attribute in this area separates winners from failures.
Your price is outside the band with the most winners (see “Your price”).
- Your listing
- Nothing to read here
4Seals and claimsSomething is missingWintrait- claim: clinically proven you don't have it26% · 10%
- claim: dermatologically tested you don't have it23% · 11%
You are missing “claim: clinically proven”: 26% of winners and 10% of failures have it.
- Your listing
- 2 bullet points
- Radiance
- Light cream
5Bullet pointsSomething is missingWintrait- promised benefit: pores you don't have it26% · 16%
You are missing “promised benefit: pores”: 26% of winners and 16% of failures have it.
- Your listing
- 53 characters
6DescriptionSomething is missingWintrait- listing quality: high you don't have it22% · 10%
- description length: low you have it42% · 29%
You are missing “listing quality: high”: 22% of winners and 10% of failures have it.
- Your listing
- 15 %
- Vitamin C
- Dropper
- 30 ml
7Product contentsSomething is missingWintrait- ingredient: niacinamide you don't have it30% · 16%
- content index (actives, concentration and listing quality): high you don't have it43% · 28%
You are missing “ingredient: niacinamide”: 30% of winners and 16% of failures have it.
In 0 of 7 areas you already have what the winners have; in 7 something is missing. Start with the areas in orange, and change only what is true of your product.
4. 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: Value for money.
With the plan, these go up: Formula and actives (+40), Value for money (+28).
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.
5. 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.
6. What you are missing, and how much it weighs
Recommended plan: from 6 to 22
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.Changes that raise it most (one by one)
| Change | Area | Index | Gain |
|---|---|---|---|
| add ingredient: niacinamide | product | 22 | +15.9 pt |
| add ingredient: centella asiatica | product | 21 | +14.7 pt |
7. Your price versus the launches that succeed
In your band 28% succeed; the usual rate is 21%. The band with the most winners: 0.27–0.52 €/ml.
Share of winners in each price-per-ml band; each band has 30 products or more.
8. Winning combinations and traps
Combinations matter more than single attributes. This is what you still need to complete each one, and what you share with the launches that fail.
Winning combinations within your reach
| Combination | You lack | Lift? |
|---|---|---|
| claim: clinically proven + number of actives: low | claim: clinically proven | ×2.0 |
| claim: clinically proven + number of promised benefits: low | claim: clinically proven | ×1.9 |
| content index (actives, concentration and listing quality): high + description length: low | content index (actives, concentration and listing quality): high | ×1.9 |
| promised benefit: firmness + number of promised benefits: low + description length: low | promised benefit: firmness | ×1.8 |
| promised benefit: radiance + number of actives: high + description length: low | number of actives: high | ×1.8 |
Claims and certifications: Only if you can prove it. Cosmetic claims in the EU must be substantiated (EU Regulation 655/2013).
Traps in your listing?
Attributes with fewer winners than usual, also with new products. Change them only if it is true of the product.
| Attribute | Checked | Used by |
|---|---|---|
| listing quality: low | ×0.6 | 56% |
| content index (actives, concentration and listing quality): low | ×0.6 | 48% |
| number of images: low | ×0.7 | 38% |
What “low”, “medium” and “high” mean
| Variable | Low | Medium | High |
|---|---|---|---|
| number of actives | ≤ 2 | over 2 and up to 3 | over 3 |
| number of promised benefits | ≤ 4 | over 4 and up to 5 | over 5 |
| content index (actives, concentration and listing quality) | ≤ 0.05 | over 0.05 and up to 0.45 | over 0.45 |
| description length | ≤ 222 | over 222 and up to 1076 | over 1076 |
| listing quality | ≤ 2 | over 2 and up to 3 | over 3 |
| number of images | ≤ 6 | over 6 and up to 8 | over 8 |
What we read in your listing
| volumen ml | 30 |
| unidades pack | 1 |
| ingredientes clave | vitamina_c |
| concentracion principal pct | 15 |
| numero activos | 1 |
| textura | crema_ligera |
| tipo piel | no_indicado |
| beneficios prometidos | luminosidad |
| numero beneficios | 1 |
| envase | cuentagotas |
| estilo marca | no_identificable |
| promesa cuantificada | False |
| tono ficha | tecnico |
| calidad ficha | 2 |
Statistical estimate based on patterns of similar products: it is not a guarantee. Only change what is true of your product.
9. 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.