Short answer: this is expected
Seeing a different ROI %, breakeven, or min price in Aura vs. SellerAMP, Keepa, RevSeller, or any other tool doesn't mean either one is wrong. It almost always means the two tools are counting a different set of costs for the same ASIN.
The fix: match every cost, line for line
The fastest way to close the gap — and our #1 recommendation on these tickets — is to make sure every cost the other tool counts is also entered in Aura, per listing, in the Additional Cost field.
Rule of thumb: If it's not your buy cost (COGS), and it's not a transaction-level fee, it belongs in Additional Cost.
Transaction-level fees = the Amazon referral fee + the FBA pick & pack (fulfillment) fee. Those two are the only fees Aura calculates automatically. Everything else is on you to add.
What Aura automatically factors in
Buy Cost (COGS)
Amazon referral fee
FBA pick & pack (fulfillment) fee — FBA listings only
What you need to add yourself (per listing, in Additional Cost)
Inbound shipping
Prep and labeling
Storage fees
Placement fees
Outbound shipping to the customer (FBM only)
Any other non-COGS, non-transaction-level cost the other tool includes
Until those are entered, Aura's min price and ROI % will look lower than a tool that already assumes them — Aura isn't missing them, it just hasn't been told about them yet.
How to reconcile the two numbers
Pull up the full fee/cost breakdown in the other tool for that ASIN — not just the headline number.
List every cost line it includes.
Compare that list against what's currently sitting in Aura's Additional Cost field for that listing.
Add whatever's missing. Aura recalculates the min price and ROI instantly.
Still off? Confirm both tools are targeting the same ROI/margin % — a 15% vs. 10% target alone explains most remaining gaps.
Example: Buy cost is $8.13 with a 10% target ROI. Counting only COGS + referral fee, Aura's min lands at $10.52. Add $2.50 inbound shipping and $0.40 prep to Additional Cost, and the min needed for that same 10% return becomes $14.27.
Note the min moved by more than the $2.90 added — the referral fee is a % of sale price, so it rises too, and the ROI target now applies to a larger cost base.
Which number should I trust?
Neither tool is "wrong" — they're two calculators pointed at different inputs. Aura's number is only as accurate as what's entered in Additional Cost. For a gut-check on true fees, Amazon's own fee preview in Seller Central reflects exactly what you'll be charged.
Still stuck?
Send us:
The SKU or ASIN
A screenshot of the other tool's full fee breakdown
We'll reconcile it line by line with you.