Overview
This dashboard consolidates all your critical Amazon sales data into one centralized view, including blended metrics (sales minus ad spend), raw Amazon sales data, monthly performance trends, and product-level insights by SKU.
Dashboard Link: Amazon Marketplace Performance
Dashboard Sections
1. Amazon Blended (Sales minus ads)
This section shows your net performance after accounting for advertising costs, giving you a true picture of profitability.
Key Metrics:
Total Net Sales - Your total revenue after deducting ad spend
Net Profit - Bottom-line profit from Amazon operations
ROAS - Return on Ad Spend ratio, measuring how much revenue you generate for every dollar spent on advertising
MER - Marketing Efficiency Ratio, showing overall marketing effectiveness
CPA - Cost Per Acquisition, indicating how much you spend to acquire each customer
TA Cos - Total Advertising Cost of Sale as a percentage of sales
Expenses - Total operating expenses
Each metric includes a sparkline chart showing performance trends over the selected time period, allowing you to quickly identify upward or downward trends.
2. Amazon Sales
This section breaks down your raw Amazon sales data across multiple dimensions, providing a complete view of your marketplace performance.
Sales Metrics:
Sales - Total gross sales including all revenue streams
Product Sales - Revenue specifically from product sales
Items Sold - Total units sold across all products
Shipping Price - Revenue from shipping charges
Taxes - Sales tax collected on orders
Order Metrics:
Discount Amount - Total discounts and promotions applied
Amazon Estimated Fees - Projected fees charged by Amazon (including FBA fees, referral fees, etc.)
Orders - Total number of orders placed
Orders > $0 - Orders with positive value (excludes $0 orders)
Returning Customer Orders - Number of orders from repeat customers
Customer Value Metrics:
Returning Customer Revenue - Revenue generated from repeat customers
AOV - Average Order Value across all orders
3. Amazon Sales Performance: Last 12 Months Overview
This visualization displays your sales trends over the past year with three overlaid metrics:
Bar Chart - Total Revenue by month, showing overall sales volume
Purple Line - Total Orders trend, tracking order count over time
Teal Line - Items Sold trend, showing unit velocity
The chart helps identify seasonal patterns, growth trends, and performance fluctuations. Use this view to spot peak selling periods, understand seasonality in your business, and identify any concerning downward trends that require investigation.
4. Monthly Amazon Sales Metrics
A detailed table view breaking down performance by month, providing a comprehensive month-by-month analysis.
Key Columns:
Month - The time period for each row
Gross Sales - Total sales before any deductions
Net Sales - Sales after returns and refunds
Total Revenue - All revenue including shipping and other fees
Orders Count - Number of orders received
Items Sold - Total units sold
Average Order Value - Revenue divided by number of orders
Items Per Order - Average number of items in each order
Sale Taxes - Taxes collected
Amazon Estimated Fees - Fees charged by Amazon
Discounts - Promotional discounts applied
Shipping Revenue - Income from shipping charges
This table allows you to compare month-over-month performance and identify trends in key metrics like average order value, items per order, and fee percentages. You can spot which months perform best and understand how metrics like AOV fluctuate throughout the year.
5. Amazon Product Performance by SKU
The most granular view showing individual product performance across the selected date range. This is your product-level intelligence center for understanding which items drive your business.
SKU-Level Metrics:
SKU - Your internal product identifier code
Product Name - Full product description as listed on Amazon
ASIN - Amazon Standard Identification Number, Amazon's unique product identifier
Order Revenue - Total revenue generated by this specific SKU
Units Sold - Number of units sold for this SKU
Orders - Number of orders containing this product
Amazon Estimated Fees - Fees associated with this specific product
Fulfillment Channel - Shows whether the product is FBA (Fulfilled by Amazon) or FBM (Fulfilled by Merchant)
The table displays all your active SKUs and is sortable by any column, allowing you to quickly identify:
Your top revenue-generating products
High-volume items that drive unit sales
Products with the highest or lowest fee percentages
SKUs that may need inventory attention
Performance differences between FBA and FBM items
How to Use SKU Data:
Identify Best Sellers - Sort by Order Revenue or Units Sold to find your star products
Analyze Fee Efficiency - Compare fees across similar products to identify pricing opportunities
Optimize Inventory - Focus inventory investments on high-performing SKUs
Evaluate Fulfillment Strategy - Compare performance between FBA and FBM products
Find Underperformers - Identify products that may need better listings, images, pricing adjustments, or promotional support
Product Mix Analysis - Understand which product categories or types drive the most revenue
Reorder Planning - Use units sold data to inform inventory replenishment decisions
How to Use This Dashboard
1. Monitor Overall Health - Start with the Blended metrics to understand your net profitability and efficiency ratios.
2. Analyze Trends - Use the 12-month overview chart to spot seasonal patterns and growth opportunities.
3. Deep Dive Monthly - Review the monthly metrics table to identify month-over-month changes and anomalies.
4. Optimize Product Mix - Use the SKU-level data to identify top performers and underperforming products that may need repricing, better imagery, or promotional support.
5. Track Key Ratios - Monitor ROAS, MER, and TA Cos to ensure your advertising spend is efficient and profitable.
6. Analyze by SKU - Regularly review product-level performance to make data-driven decisions about inventory, pricing, and marketing focus.