Meet Hugo. I tell you which SKUs actually make money.
I watch contribution margin, ROAS, and cohort LTV by SKU and channel — every variable cost factored in. I tell you which products and channels are actually making money.
Replaces: Revenue Analyst · $85K–$120K/yr
Shopify DTC
$142K gross
32%
Profitable
Amazon FBA
$98K gross
11%
Tight
Walmart
$24K gross
−4%
Losing money
Walmart costing $980/mo · HugoThe questions you keep asking yourself. Hugo just answers them.
“Which channel is actually profitable?”
Revenue is a vanity metric — Hugo ranks channels by contribution margin after every variable cost (fees, shipping, returns, ad spend). The bottom-of-the-list channels are usually the ones eating your cash.
Hugo“Why does Meta show 4x ROAS but we're losing money?”
Because platform ROAS counts revenue, not contribution. Hugo recalculates ROAS using true contribution margin — fees, COGS, returns, shipping all in. The 4x ROAS often becomes 0.8x once the math is honest.
Hugo“Which SKUs should I drop?”
SKU-level P&L updated daily. Hugo flags products that look like winners on revenue but lose money after fees and returns — and tells you which ones to discount, push, or kill outright.
HugoThe old way vs. Hugo's way
- Gross margin calculated at the product level — marketplace fees, shipping, and returns ignored
- ROAS measured on ad spend alone, without accounting for COGS, fees, or returns on those orders
- Channel profitability guessed at based on revenue, not calculated after all variable costs
- SKU-level profitability unknown — top-line winners might be bottom-line losers after fees
- Decisions about which products to promote or which channels to invest in based on revenue, not contribution margin
- True contribution margin calculated per SKU per channel — COGS, landed costs, marketplace fees, shipping, and returns all factored in
- ROAS recalculated after all variable costs — you see the real return, not the vanity metric
- Channel profitability ranked by contribution margin: Amazon vs. Shopify vs. wholesale vs. retail, side by side
- SKU-level P&L updated daily — you know which products to push, which to discount, and which to kill
- Promotion recommendations based on margin, not revenue — Hugo tells you what to promote and where
What Hugo's work looks like
A real sample of what Hugo delivers every day.
HugoAIjust nowWhat Hugo delivers
True margin per SKU
Contribution margin per SKU after every variable cost — landed COGS from Theo, marketplace fees, shipping, returns, ad spend. Know which products to push, which to discount, which to drop.
Learn moreMulti-channel P&L
Channel-by-channel profitability ranked honestly. Shopify DTC at 42% margin, Amazon at 11%, Walmart at -4% — the bottom-of-list channel is usually the one quietly eating your cash.
Learn moreHow Hugo helps every type of seller
True ROAS per channel after every fee and return. Platform-reported ROAS lies; Hugo's contribution-margin math doesn't. Know which marketplace is paying back.
Marketplace guide Private LabelPer-SKU contribution margin including landed cost from Theo. Margin per product line is always current — no aggregated guesses, no quarterly surprises.
Private Label guide DTCCohort LTV by acquisition source, repeat-purchase rates per SKU, channels ranked by what actually pays back. The metrics that drive scaling decisions, not vanity dashboards.
DTC guideHugo doesn't work alone.
Your AI finance team is six specialists working together. Hugo's work feeds into the rest of the team — and theirs feeds into Hugo's.
Hugo is one of six. You get the whole team.
All six agents · $1,000/month · Replaces a $30K–$80K/yr finance stack.
Questions about Hugo
What's included in Hugo's contribution margin calculation?+
Everything variable: COGS (including landed costs from Theo), marketplace referral and fulfillment fees, shipping costs, return and refund costs, payment processing fees, and allocated ad spend. What's left is your true contribution margin — the money that actually covers your fixed costs.
How is Hugo different from other finance automation tools?+
Finance automation tools show you margins. Hugo tells you which SKUs to promote and which channels to cut. The difference is prescriptive action — Hugo doesn't just report that Amazon margins are thin, he identifies the specific SKUs losing money and recommends where to shift ad spend.
Can Hugo break down Amazon fees by type?+
Yes. Hugo separates referral fees, FBA pick-and-pack fees, storage fees, advertising costs, and return processing fees per SKU. You see exactly why a product's Amazon margin is 18% while its Shopify margin is 42% — and which fee is the biggest drag.
How often is the data updated?+
Daily. Hugo pulls sales, fees, returns, and ad spend data every day so your contribution margins reflect yesterday's reality, not last month's. Seasonal shifts, fee changes, and promotion impacts show up within 24 hours.
Ready to work with Hugo?
Hugo is part of your AI finance team. All six agents. $1,000/month flat.