# Aigora — Channel Diagnostic

> What you are leaving on the table, quantified, and the five plays that capture it.

## Channel Diagnostic — the entry point

What you are leaving on the table, quantified, and the five plays that capture it.

- Duration: 10 business days
- For: Brands already selling on Amazon or Mercado Libre who cannot say how much the channel should be producing.
- Deliverable: A quantification of the GMV you are leaving on the table, and the 5 prioritized plays to capture it.

Scope:

- Retail readiness audit
- Catalog and listing quality
- Pricing vs. competition
- Ads efficiency — ACOS and TACOS by line
- Unit economics per SKU
- 2026 withholding impact on cash flow by channel

## 2026 withholding on Mexican marketplaces

Personas morales enter the scheme for the first time. Until now they received revenue in full and settled it in their own returns.

- ISR: 2.5% of gross revenue, flat — rising to 20% where the RFC is missing or out of date
- IVA: 8% withheld — half of the 16% — and 100% in special cases
- CFDI: The platform issues withholding CFDIs within the first five days of the following month, and you must credit them against provisional payments or the annual return.

> Aigora is channel financial intelligence, not your tax advisor. Formal tax criteria belong to your accountant; we model the cash-flow and profit impact by channel and hand your accountant the reconciliation.

## The Mexican commercial year

- Late May — Hot Sale (AMVO · both channels): Mexico's largest online-only event. Registration and deal submission close weeks ahead, and the reference price is locked before that. Lead time: Deals submitted ~8 weeks out · inventory received ~4 weeks out · reference price held ~30 days prior
- Early May — Día de las Madres (Category-dependent): Bigger than Christmas in several categories in Mexico, and it lands right before Hot Sale — the two compete for the same inventory and the same budget. Lead time: Assortment locked ~6 weeks out · ads live ~10 days out
- July — Prime Day (Amazon): Amazon-only, and the deal slots are rationed. Missing the submission window means paying for the traffic instead of receiving it. Lead time: Deals submitted ~8 weeks out · FBA inventory received ~3 weeks out
- July – August — Regreso a clases (Both channels): A long ramp rather than a spike. Rewards depth of stock and steady rank more than a single discount day. Lead time: Inventory phased from ~6 weeks out · ads ramped, not switched on
- October — Prime Big Deal Days (Amazon): Amazon's October event, and the rehearsal for November. What ranks here carries momentum into Buen Fin. Lead time: Deals submitted ~6 weeks out · inventory received ~3 weeks out
- Mid-November — El Buen Fin (CONCANACO · both channels): The largest retail event in Mexico, and it collides with Black Friday and Cyber Monday days later. One plan has to cover all three or the price ladder breaks. Lead time: Deals submitted ~10 weeks out · inventory received ~5 weeks out · price ladder set across all three events
- December — Navidad and aguinaldo (Both channels): Aguinaldo lands by 20 December and moves real purchasing power. Cut-off dates for delivery matter more than discount depth. Lead time: Inventory received ~6 weeks out · shipping cut-offs published to the listing
- Early January — Reyes and the January slump (Both channels): A short peak on 6 January, then the steepest drop of the year. The month to clear, not to discount reactively. Lead time: Clearance plan set in December, before the drop, not during it

## How to start

Get the Channel Diagnostic: https://aigoraconsulting.com/diagnostic#apply

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