Evidence before confidence. Economics before spend. Continuity before scale.

CEILR begins with contribution before advertising. Selling price is reduced by seller-entered landed cost, Amazon/per-order fees and other represented order-level costs. Advertising room is then derived from what contribution the seller chooses to protect.

A profitable action can still consume cash the business needs for stock, commitments or reserves. CEILR therefore separates an economic ceiling from a cash-supported ceiling rather than calling both “profitable.”

Runway, lead time, safety stock, inbound units and reorder commitments belong beside growth decisions. Increasing demand into a likely stockout is not treated as durable growth.

Conversion rate turns allowable contribution per order into an allowable CPC. Because conversion can move, the ceiling should move with it instead of being treated as permanent.

Provider observations, seller-entered economics and platform evidence can differ in freshness and certainty. CEILR's evidence model keeps fresh, stale, missing and conflicted states visible where supported rather than manufacturing certainty.

CEILR ranks a decision; the seller controls execution. Decision Memory then provides the structure for reconnecting later evidence to what was decided and whether the intended outcome actually occurred.

PPC, profit, inventory, cash and evidence each vote. A SCALE recommendation is blocked when a required vote is STOP, MISSING or conflicting. The graph is a compiled vote string, not a decorative chart.

After the seller tracks a decision, CEILR can mark application as recommended, tracked, not applied, partial, verified, drifted or inconclusive from readable Amazon targeting state. If targeting state is not readable, the status stays inconclusive and CEILR does not invent a grade.

A later settled Search Term Report that starts after the tracked date can support WRONG or not-falsified. Attribution-only ROAS cannot authorise SCALE when realised sales evidence is missing. Customer outcomes are published only when real, attributable and permitted.

Seller-entered values remain attributable to the seller rather than being silently replaced by a provider estimate.

Keyword, competitor, visibility and market evidence can come from supported providers. CEILR does not represent an estimate as Amazon ground truth and does not fabricate missing provider fields.

A stale observation or conflict between sources should be surfaced as a decision constraint. CEILR's goal is defensible reasoning, not a falsely precise answer.

CEILR's current Amazon integration is read-only. It does not write listings, prices, inventory, orders, bids, budgets, keywords, buyer messages or review requests. Seller-controlled execution preserves a clear approval boundary.