Brand Summary (Seller)

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

Overview

The Brand Summary dashboard gives Amazon Seller Central operators a brand-level view of performance across their portfolio. Instead of looking at individual ASINs or the account as a whole, you see each brand as its own line — with sales, units, traffic, conversion, and Buy Box share side by side, plus period-over-period (PP) and year-over-year (YoY) trends.

It is designed for brand owners and account managers who run multiple brands (or sub-brands) on Seller Central and need a clear answer to: "Which of my brands are growing, which are slipping, and is the cause a sales, traffic, conversion, or Buy Box problem?"

This dashboard covers Seller Central (3P) data only. Vendor (1P) brands are covered by the equivalent Vendor-side summaries.

What You Can See on This Dashboard

Section: Header & Context

At the top of the dashboard, a context bar confirms the Date, Marketplace, and Currency currently in scope, plus a quick navigation button back to the parent Hub. These are driven by the filter bar — change a filter and the header updates with the rest of the page.

Section: Headline KPIs

Two scorecards summarising the selected period at the brand-portfolio level (all brands matching your filters, combined).

Key metrics:

• Ordered Product Sales — Total revenue from customer orders (including B2B) for the selected period, in the chosen currency.

• Units Ordered — Total number of units sold in the period.

Section: Brands — Ordered Product Sales Trend (Top 10)

A trend chart showing how each of your top brands contributes to sales over time.

Key metrics:

• Ordered Product Sales by Brand — Revenue split per brand, per period.

Visualizations:

• Stacked/grouped bar chart over the last 12 weeks (Weekly) or 12 months (Monthly) depending on the Reporting Range filter.

• The top 10 brands by total ordered product sales across the selected window are shown as individual series.

• All remaining brands are aggregated into a single "Other" series so the chart stays readable.

• ASINs without brand information are grouped under "no brand information given".

Section: Brands — Units Ordered Trend (Top 10)

The same structure as the sales trend chart, but on volume instead of revenue. Useful when price or mix shifts make revenue trends harder to interpret.

Key metrics:

• Units Ordered by Brand — Unit volume per brand, per period.

Visualizations:

• Bar chart of units ordered by brand over the last 12 weeks or 12 months.

• Top 10 brands by total units shown individually, all others grouped into "Other".

Section: Brand Level Summary Table

The core comparison table of the dashboard — one row per brand, with every key metric and its PP and YoY trend.

Columns shown:

• Brand

• Ordered Product Sales (in selected currency) · Sales PP Trend · Sales YoY Trend

• Units Ordered · Units Ordered PP Trend · Units Ordered YoY Trend

• Page Views — Visits to the brand's product listing pages · Page Views PP Trend · Page Views YoY Trend

• Conversion Rate (Orders) — Units Ordered ÷ Page Views · Conversion Rate PP Trend · Conversion Rate YoY Trend

• Buy Box Share — Share of page views where the brand's ASIN held the Buy Box · Buy Box Share PP Trend · Buy Box Share YoY Trend

Sorted by Units Ordered descending by default. Use this table to spot at a glance whether a sales change is driven by traffic (Page Views), conversion (Conversion Rate), or Buy Box ownership.

Section: {Reporting Range} Level Development

A period-by-period detail table for the brand(s) selected in the filter — the same metrics as the summary table, but plotted across the last 12 periods.

Columns shown:

• Report Date · Date (period label)

• Ordered Product Sales + PP Trend + YoY Trend

• Units Ordered + PP Trend + YoY Trend

• Page Views + PP Trend + YoY Trend

• Conversion Rate (Orders) + PP Trend + YoY Trend

• Buy Box Share + PP Trend + YoY Trend

Sorted by Report Date descending (most recent period at the top). Lookback is 12 weeks (Weekly) or 12 months (Monthly).

This is where you go after the summary table when you want to see when a brand's trend turned — is the decline a one-off bad week, or a sustained pattern over several months?

Available Filters

Filter interaction notes

• Reporting Range and Period work together. Switching Reporting Range (Weekly ↔ Monthly) changes the available Period values and the granularity of every chart and table.

• Subcategory depends on Category. Selecting a Category narrows the Subcategory dropdown to only values that belong to it.

• Brand filter scope. The Brand filter narrows the trend charts and the Brand Level Summary table, but is most useful for the {Reporting Range} Level Development section, which is designed to be read one brand at a time.

• Tag vs. ASIN Auto Tag are independent and can be combined — Tag is your manually maintained labels, ASIN Auto Tag is system-generated.

Use Cases

1 — Weekly brand-portfolio health check

You manage several brands on Seller Central and want a quick read on the week.

• Set Reporting Range = Weekly, Period = last closed week.

• Scan the Brand Level Summary table — look at the Sales PP Trend column to see which brands moved up or down vs. the prior week.

• For each meaningful mover, read across: did Page Views move (traffic), Conversion Rate move (listing/pricing), or Buy Box Share move (competition)?

2 — Identifying the cause of a brand decline

One of your brands is down and you need to know why before reporting up.

• Filter Brand to the affected brand, set Reporting Range = Monthly.

• Open the {Reporting Range} Level Development table — when did the YoY trend turn negative?

• Compare Page Views, Conversion Rate, and Buy Box Share trends side by side for the same period. Whichever metric turned first is your likely root cause.

• If Buy Box Share dropped, a third-party seller has taken the Buy Box — a different remediation than if Conversion Rate dropped (listing/pricing issue).

3 — Spotting fast-growing brands worth more investment

You want to identify where to put additional ad spend or inventory.

• Set Reporting Range = Monthly, Period = last closed month.

• In the Brand Level Summary table, look for brands with strongly positive Sales YoY Trend and positive Units Ordered YoY Trend (so it's volume growth, not just a price increase).

• Cross-check Conversion Rate — high-converting growth brands are usually the safest place to invest more in traffic.

4 — Comparing brand mix across marketplaces

You want to see whether your brand performance is consistent across countries.

• Set Marketplace = one marketplace at a time, Reporting Range = Monthly, Period = last month.

• Note each brand's share of Ordered Product Sales in the trend chart.

• Repeat for other marketplaces. Brands that punch above their weight in one country but not others are candidates for cross-market expansion or localised marketing.

5 — Category-level brand review

You want to understand which brands drive a specific category.

• Set Category (and optionally Subcategory) to the area of interest.

• The trend charts now show only the brands competing in that category, with "Other" capturing the long tail.

• Use the Brand Level Summary to compare conversion and Buy Box share within the category — Buy Box gaps in one brand vs. another often reveal pricing or seller-competition issues specific to that category.

Limitations & Notes

• Seller Central (3P) data only. This dashboard does not include Vendor Central (1P) sales. Brands sold under both models will only show their 3P side here.

• Brand attribution depends on your catalogue. Brand grouping uses the Brand field on each ASIN. ASINs with no brand information are bucketed into "no brand information given" — review and correct catalogue brand fields if this bucket is large.

• Top 10 + Other in trend charts. The trend bar charts always show the top 10 brands by total sales (or units) across the selected window, with everything else aggregated into "Other". A brand can move in and out of the top 10 between periods depending on the filters applied.

• 12-period lookback is fixed. The trend charts and the development table cover the last 12 weeks or 12 months. Longer time-series comparisons require running the dashboard for an earlier Period.

• PP vs. YoY trend columns. "PP Trend" compares to the previous equivalent period (last week vs. the week before, or last month vs. the month before). "YoY Trend" compares to the same period one year ago. Both are shown regardless of any compare-mode filter.

• Conversion Rate definition. Conversion Rate = Units Ordered ÷ Page Views. It is unit-based, not order-based, so multi-unit orders boost it relative to an order-count definition.

• Buy Box Share. Reflects the share of page views during which the brand's ASIN held the Buy Box. A drop can mean a competing seller has won the Buy Box, not necessarily that your listing is worse.

• Currency conversion. Monetary values are displayed in the selected currency using stored exchange rates. Switching currencies may produce small differences vs. the marketplace's native currency view.

Data Refresh

Data updates daily.