Analysing Product Performance (Seller)

Dashboard link: https://app.emax-digital.com/product-performance-hub-seller

Overview

The Product Performance dashboard is the flexible, ASIN-level analysis workbench for your Seller Central business. It works much like a spreadsheet: you build custom columns tailored to your needs, sort and filter the data, and save your preferred views as presets for easy access. It is the dashboard to reach for whenever you want to understand which products are driving — or dragging — your performance, and why.

The dashboard only includes ASINs that are listed in your Amazon catalog. You can view data at four levels — ASIN, Parent ASIN, Sub-Category, and Category — so you can move between an operational, product-by-product view and a more strategic, portfolio-level view.

Filter Options

• Marketplace — choose which marketplace's data you want to see for your selected date range.

• SP-API Account — choose which account's advertising data you want to see.

• View & Date — filter the time range and date you want to analyse.

• Currency — choose the currency in which you would like to see your data.

• Tag — select one or multiple tags for detailed analysis.

• Category / Subcategory — apply category and subcategory filters to see how your defined groupings develop over time.

KPIs

In this extensive dashboard you can track critical KPIs such as Bestseller Rank, Sellable Inventory, Conversion Rate, Shipped Revenue, Ad Sales, Click-Throughs, and Procurable Product Out-of-Stock Rate. You can filter data by manufacturing or sourcing level and choose your preferred attribution window for review, for a tailored analysis.

Because Product Performance brings sales, traffic, conversion, advertising, content, stock, Buy Box, and sales-rank signals together at ASIN level, it is the single place to investigate an ASIN end-to-end. The following sales-influencing KPIs are particularly useful when diagnosing an individual product:

• Ordered Revenue Trend — sort to surface the ASINs with the most negative trend first.

• Traffic / Glance Views — identify ASINs losing traffic.

• Conversion Rate — organic and paid.

• Content Score, Variations, Buy Box, Sales Rank, Ad Spend, Stock, Price, Ratings — the levers behind a sales or traffic change.

• Company Margin (ASIN level) — available once you have maintained fixed and variable costs in your catalog; shows how much room you have left to spend on advertising while staying profitable.

View Options

You can view data at four different levels — ASIN, Parent ASIN, Sub-Category, and Category — allowing you to focus on specific identifiers for a comprehensive analysis.

Getting Started

1. Create your custom table

Select the metrics and KPIs you want to include and customise the layout — arranging columns to display the data most effectively.

2. Explore multi-country insights

Use the multi-country overview to understand your performance on a global scale and compare data across regions to identify patterns and areas for improvement.

3. Use sorting and filtering

Arrange your data to focus on specific criteria and narrow down your view to extract meaningful insight — just like in a spreadsheet.

4. Save your custom table (presets)

Once you have configured the dashboard to your liking, save your custom views for future reference so you can access your preferred settings whenever you need them.

Use Cases

Sales performance is dropping or not growing month-over-month

Select your sales data, traffic, conversion rate, in-stock, Buy Box, and sales rank to understand which factor could be causing the sales drop. Compare against previous-year data (the same timeframe last year — e.g. April 2024 vs. April 2023) to check whether the drop reflects a low season or is unusual.

Understand which categories or subcategories are performing well or badly

Select your sales KPIs and analyse the numbers against your benchmarks. To find underperforming ASINs, use the filter options and select ASINs below your benchmarks.

To analyse performance at category or subcategory level, make sure you have filled in those details in your emax digital catalog. If you have not done so yet, learn how to complete your Seller Central Catalog.