About
Who builds your report, and how
Sentopi is Oliver Silen and An Luong. Between us we've spent more than 10 years in retail and ecommerce, including at Amazon and Walmart, where weekly and monthly business reviews were how decisions got made. Amazon, Shopify, Faire and a retailer's portal each report their own sales only, so a brand selling through 3 or 4 of them has no built-in report that reads them together. That's the report we build.
The people
Oliver Silen
Co-founder, Operations
Oliver spent 7 years at Amazon in Seattle and Singapore, as a Vendor Manager and Product Manager. He ran browse and search setup, close to the catalog, and worked with brands on operations, pricing, assortment, visibility and ratings. He writes the guides on this site, and his name is on each one. LinkedIn
An Luong
Co-founder, Technology
An led AI and data science at Masan Group from 2023 to 2025, a team of more than 20 working across Vietnam's largest supermarket network and its own consumer brands, including forecasting product sales. Before that he was a data scientist at Walmart Labs, working out where to stock 140,000 items for one-day shipping, and spent 4 years at Microsoft as a data scientist and data product manager. He studied at Stanford and did graduate research at MIT. LinkedIn
How a report gets built
Every report follows the same 5 steps, written up in full as the Growth Loop.
- You send exports, not logins. Amazon's Sales and Traffic by Date report and your Shopify orders export cover most brands. We never ask for a login. Your data is stored privately, used only for your report, and deleted when you ask. We don't share it or pool it with anyone else's.
- We add up the whole business first. Every channel on one line, against the same weeks last year, before any one channel is explained.
- We split every change. Sales move through traffic, conversion or order value, and each points to a different fix.
- We test why. Each cause is checked against the numbers that would prove or rule it out, and the report says which export would settle anything still open.
- We rank what to do first. Questions are ranked by the dollars at stake, and each action has an owner and a date. Data requests come first, because they close the open questions.
You can read a full example before you send anything. The sample report is built for Kestrel Kitchen, a fictional brand we made so no client's numbers are ever shown.
What we won't do
We don't publish a client's numbers. The research on this site, like the listing accuracy study of 3,725 reviews, reads public Amazon reviews of brands we analyzed, not clients. Every guide cites its sources with the date we read them, and every free tool states its sources, model and limits.
Questions before you send anything: osilen93@gmail.com.
See it on your own numbers
The first month's report is free. No card, no contract, no logins to your accounts.