🌎 International Business Analysis (Seller)

Dashboard link: https://app.emax-digital.com/international-seller-business

Overview

The International Seller Business Report is the cross-marketplace top-line view for brands selling on Amazon through Seller Central (3P). It consolidates Ordered Product Sales, Units Ordered, Page Views, Buy Box share, and Conversion Rate from every active Seller Central marketplace into a single dashboard, with consistent year-over-year (YoY) comparisons and a flexible weekly / monthly / quarterly cadence.

It is built for seller-account managers and brand leads who need to answer: "How is my international Seller business performing this year vs. last year, which marketplaces are growing or declining, and where are the drivers — traffic, conversion, or Buy Box?"

This dashboard covers Amazon Seller Central data only. Vendor Central (1P) sales are tracked separately in the International Business Analysis suite. If you operate under a hybrid model, use the International Hybrid Monthly Overview for a combined view.

What You Can See on This Dashboard

Section: Currency Converter

A short note at the top of the dashboard reminds you that the Currency filter converts all monetary values across the report. Exchange rates are sourced from the European Central Bank (ECB SDMX 2.1 RESTful web service) and applied as the average daily conversion rate over the selected year.

Section: YTD Scorecards — All Marketplaces

Four KPI scorecards at the top of the dashboard give you a year-to-date pulse across every active Seller Central marketplace combined, each compared to the same period in the prior year.

Key metrics:

• Ordered Product Sales YTD — Total revenue from customer orders from January 1st of the selected year to the latest available date, with the equivalent prior-year YTD value beneath for comparison.

• Units Ordered YTD — Total units ordered year-to-date, including B2B units, with the prior-year YTD comparison.

• Page Views YTD — Total product detail page views year-to-date, vs. the same period last year.

• Conversion Rate (Orders) YTD — Year-to-date share of page views that resulted in an order, vs. the same period last year.

All four scorecards respect the Brand, Category, Subcategory, and Tag filters; only non-ignored ASINs are counted. Sales figures use the average daily exchange rate of the selected year.

Section: YTD Overview per Marketplace

A single table giving you a full marketplace-by-marketplace breakdown of YTD performance — one row per marketplace.

Columns shown:

• Marketplace

• Ordered Product Sales — current YTD, prior-year YTD, and YoY trend

• Units Ordered — current YTD, prior-year YTD, and YoY trend

• Page Views — current YTD, with YoY trend

• Avg. Buy Box Share — average share of Buy Box wins across the catalogue for the period

• Conversion Rate (Orders) — current YTD, with YoY trend

Use this section to rank marketplaces by size, growth rate, or traffic efficiency at a glance.

Section: Monthly / Weekly Comparison — Current vs. Previous Year

A period-by-marketplace detail table showing how each marketplace tracks against the prior year, period by period, at the granularity chosen in the Reporting Range filter (Weekly, Monthly, or Quarterly).

Columns shown:

• Period and Marketplace

• Ordered Product Sales — current, prior-year, and YoY trend

• Units Ordered — current, prior-year, and YoY trend

• Page Views — current, with YoY trend

• Avg. Buy Box Share

• Conversion Rate (Orders) — current, with YoY trend

This is the deepest detail view in the dashboard — useful for narrative-building during business reviews ("DE accelerated in March while UK slowed, driven by Buy Box loss").

Section: Ordered Product Sales by Period & Marketplace — YoY Pivot

A pivot table with Period on one axis and Marketplace on the other. Each cell shows the Ordered Product Sales value for that period and marketplace, with the YoY development percentage displayed directly below. Positive YoY growth is highlighted in green and negative growth in red, making it easy to spot patterns and turning points at a glance.

Section: Units Ordered Development by Marketplace

A bar chart showing Units Ordered per period (Weekly / Monthly / Quarterly), stacked or grouped by Marketplace, for the selected year. Use this to visualise the volume contribution of each marketplace over time and spot seasonal differences between markets.

Section: Ordered Product Sales YoY Development by Marketplace

A bar chart showing the year-over-year percentage change in Ordered Product Sales for each period and marketplace. Designed to surface growth and decline patterns at a glance — which marketplaces are accelerating, which are slowing, and in which periods.

Available Filters

Filter interaction notes

• Subcategory depends on Category. Selecting a Category narrows the available Subcategory values; clearing the Category restores the full list.

• Reporting Range affects every period-based section (Monthly/Weekly Comparison table, YoY pivot, both bar charts). The YTD scorecards and YTD Overview per Marketplace are unaffected.

• Currency affects all monetary fields across the dashboard. Because conversion uses the yearly average ECB rate, results may differ slightly from native-currency reports inside Seller Central.

• Tag is the only multi-select filter; Brand, Category, and Subcategory are single-select.

• Only non-ignored ASINs are included. ASINs you have marked as ignored in your Catalog are excluded everywhere.

Use Cases

1 — Annual / quarterly business review across marketplaces

You need to present international Seller Central performance to leadership.

• Set Year = current year, Reporting Range = Monthly (or Quarterly), Currency = your reporting currency.

• Open with the four YTD scorecards to give the headline YoY position.

• Use the YTD Overview per Marketplace to rank markets by size and growth.

• Use the Ordered Product Sales YoY Development bar chart to call out which marketplaces are accelerating and which are slowing through the year.

2 — Identifying the fastest-growing marketplace

You want to know where to invest next.

• Open the YTD Overview per Marketplace table and sort visually by the Ordered Product Sales YoY Trend column.

• Cross-check the Page Views YoY Trend and Avg. Buy Box Share columns to understand why a market is growing — more traffic, better Buy Box, or improving conversion.

• Drop into the Monthly/Weekly Comparison table to verify the growth is recent and sustained, not a one-off spike.

3 — Diagnosing a decline in a specific marketplace

A marketplace is underperforming and you need to understand the root cause.

• Filter the Monthly/Weekly Comparison table to that marketplace's row across the most recent periods.

• Read across: is Page Views down (traffic problem — SEO, ranking, ads), is Avg. Buy Box Share down (competition or pricing problem), or is Conversion Rate (Orders) down (listing, reviews, price)?

• Use the YoY pivot to see whether neighbouring marketplaces show the same pattern — if yes, it is likely a brand-wide issue; if no, it is market-specific.

4 — Brand or category portfolio cut

You want to see international performance for one brand or one category only.

• Set the Brand filter (or Category / Subcategory / Tag) to isolate the slice of the portfolio.

• All sections re-scope automatically — use the same flow (YTD scorecards → marketplace overview → period trend) for the filtered subset.

5 — Currency-normalised group reporting

Your finance team needs all marketplaces reported in one consolidated currency.

• Set Currency to your group reporting currency (e.g. EUR, USD).

• Export the YTD Overview per Marketplace and Monthly/Weekly Comparison tables — both will already be converted at the ECB yearly-average rate for the selected year.

Limitations & Notes

• Seller Central only. This dashboard covers 3P Seller Central data. Vendor Central (1P) sales, POs, and Net PPM are not included — use the International Business Analysis → Revenue Overview for vendor data, or the Hybrid Monthly Overview for a combined view.

• Currency conversion uses yearly-average ECB rates. Each year's monetary values are converted using the average daily ECB rate across that year. This produces stable YoY comparisons but means individual periods may not match what you see in Seller Central at the day's spot rate. Source: ECB SDMX 2.1 RESTful web service.

• YoY comparisons are period-matched by number. Weekly comparisons match by ISO week number, monthly by month number, quarterly by quarter number. If a period has no prior-year data (e.g. a marketplace launched mid-year), the YoY development is shown as 0.

• Buy Box share is a catalogue-level average. Avg. Buy Box Share is the average across the ASINs in scope, not weighted by sales. A few ASINs with very low Buy Box share can pull the average down even when your top sellers are healthy.

• Ignored ASINs are excluded everywhere. ASINs flagged as ignored in your Catalog will not appear in any total. Review your ignore list if numbers look lower than expected.

• B2B is included in Units Ordered. The YTD Units Ordered scorecard includes B2B units alongside consumer units. If you need a B2C-only view, check with your emax digital account manager.

• Tag is the only multi-select. Brand, Category, and Subcategory are single-select; to combine multiple brands or categories you will need to switch filter values and compare manually.

Data Refresh

Data updates daily.