A central glossary of the metrics and key performance indicators (KPIs) used across emax digital, including where to find each one in the tool.
Vendor KPIs
|
KPI |
Description |
Where to find |
|---|---|---|
|
Average Price |
Average price per unit for the corresponding time range. |
Ordered Revenue / Shipped Revenue / Shipped COGS Drill-Down (Vendor) |
|
Company Margin (Vendor) |
A percentage that describes the relative amount of profit the company earns by selling its products. Calculated as: (Net Received Revenue − Fixed Cost) / Net Received Revenue. |
Net Pure Profit Margin (Vendor); ASIN Focus (Vendor) |
|
Net Profit Margin / Amazon Margin |
(Total Revenue − Net Received Revenue) / Total Revenue. |
Margin (Vendor); ASIN Focus (Vendor) |
|
Net Pure Profit Margin |
The percentage of profit generated from revenue after accounting for all expenses, costs, and open cash-flow items. Calculated as: (Product Revenue − Product COGS − Vendor Funded Coop) / Product Revenue. Also available for current period, prior period, and last year. |
Margin (Vendor); ASIN Focus (Vendor) |
|
Net Received Revenue |
A measure of the vendor's profit on Amazon — the revenue earned in a given period after any discounts or allowances. |
Net Received Revenue and Units (Vendor); ASIN Focus Overview (Vendor); Vendor Business Summary |
|
Net Received Trend |
Sales trend for a given period of time. |
Net Received Revenue and Units (Vendor); ASIN Focus (Vendor); Vendor Business Summary |
|
Net Received Units |
Units released for sale that are not returned. |
Net Received Revenue (Vendor); ASIN Focus (Vendor) |
|
Open Purchase Order Quantity |
The number of units currently on order. |
Inventory (Vendor) |
|
Ordered Revenue Amount |
The revenue Amazon generates with your products. "Ordered" means the goods have been ordered but not yet shipped by Amazon. |
Ordered Revenue / Shipped Revenue / Shipped COGS Drill-Down (Vendor); Vendor Business Report Overview; Vendor Business Summary; ASIN Focus (Vendor) |
|
Ordered Revenue Trend |
Trend compared to the previous week. |
Vendor Business Summary; ASIN Focus (Vendor) |
|
Prior Period |
The difference in revenue between the selected period and the previous period. |
Net Received Revenue (Vendor); Traffic Diagnostic (Vendor) |
|
Sellable On Hand Units / Quantity |
The number of items in stock. |
Inventory (Vendor) |
|
Shipped COGS Amount |
The Cost of Goods Shipped incurred by Amazon when purchasing the item from the vendor. |
Ordered Revenue / Shipped Revenue / Shipped COGS Drill-Down (Vendor); Business Summary (Vendor) |
|
Shipped Revenue Amount |
The revenue Amazon generates with your products, based on Amazon's selling price to the customer at the time the product was shipped. |
Ordered Revenue / Shipped Revenue / Shipped COGS Drill-Down (Vendor); Business Summary (Vendor) |
|
Shipped Units |
Number of units shipped. |
Ordered Revenue / Shipped Revenue / Shipped COGS Drill-Down (Vendor) |
|
Unique Visitors |
The change in unique visitors compared to the previous period. |
Traffic Diagnostic (Vendor) |
Seller KPIs
|
KPI |
Description |
Where to find |
|---|---|---|
|
Buy Box Percentage |
How often your product appears in the Amazon Buy Box. If a product is viewed 100 times and appears in the Buy Box 50 of those times, the Buy Box percentage is 50%. |
Sales, Units Ordered & Page Views (Seller) |
|
Company Margin (Seller) |
A percentage that describes the relative amount of profit the company earns by selling its products. Calculated as: (Net Received Price − Fixed Cost − Variable Cost) / Net Received Price. |
Margin (Seller); ASIN Focus (Seller) |
|
Page Views |
The number of times a product detail page is viewed. |
Sales, Units Ordered & Page Views (Seller); Business Summary (Seller); Portfolio Analyzer (Seller); Traffic Diagnostic (Seller) |
|
Sales |
The sales achieved in the timeframe. |
Business Summary (Seller); Sales, Units Ordered & Page Views (Seller); ASIN Focus (Seller) |
|
Sales Trend |
Sales trend compared to the previous period. |
ASIN Focus (Seller); Sales, Units Ordered & Page Views (Seller); Business Summary (Seller) |
|
Total Ordered Product Sales |
The amount of ordered product sales, calculated by multiplying the price of ordered items by the number of units sold for the selected time period. |
Sales, Units Ordered & Page Views (Seller); Business Summary (Seller) |
|
Trend Page Views |
The difference in page views between the selected time period and the previous one. |
Sales, Units Ordered & Page Views (Seller) |
|
Units Ordered |
The number of individual units or items ordered. For example, 3 copies of Book A and 4 copies of Book B is 7 units ordered. |
Sales, Units Ordered & Page Views (Seller); Business Summary (Seller) |
|
Units Ordered Trend |
Trend compared to the previous period. |
Seller Business Summary |
|
Units Trend |
The difference in units ordered between the selected time period and the previous one. |
Sales, Units Ordered & Page Views (Seller) |
General KPIs
|
KPI |
Description |
Where to find |
|---|---|---|
|
AAGR |
Average Annual Growth Rate — the measure of an average annual growth rate over time. |
Ordered Revenue & Units (Vendor); Net Received Revenue and Units (Vendor); Traffic Diagnostic (Vendor/Seller) |
|
A+ / A+ Premium |
Indicates whether the A+ or A+ Premium tool is used to create the content. |
Content Dashboard (Vendor/Seller); Content Monitor (Vendor/Seller) |
|
ACoS |
Advertising Cost of Sales — the ratio of ad spend to targeted sales. Calculated as: ACoS = Ad Spend ÷ Sales. |
Advertising (Vendor/Seller); Business Summary (Vendor/Seller) |
|
Ad Sales |
Revenue from advertising. |
Advertising (Vendor/Seller); Business Summary (Vendor/Seller); ASIN Focus (Vendor/Seller) |
|
Ad Spend |
Advertising expenditure. |
Advertising (Vendor/Seller); Paid and Organic Visibility (Vendor/Seller); Business Summary (Vendor/Seller); Traffic Diagnostic (Vendor/Seller); ASIN Focus (Vendor/Seller) |
|
Ad Spend / Sell-Out |
The ratio between advertising cost and sales to end customers. |
Advertising (Vendor/Seller); Portfolio Analyzer (Vendor/Seller) |
|
Ad Sales Share |
Revenue earned with promoted products (last 14 days) divided by the total revenue earned. |
ASIN Focus (Vendor/Seller) |
|
Ad Spend Trend |
How much was spent on advertising compared to the previous period. |
Traffic Diagnostic (Vendor/Seller) |
|
Aged 90+ Days |
The number of sellable units that have been in the fulfilment centre for the last 0–90 days. |
Net Received Revenue & Units (Vendor); Inventory (Vendor/Seller) |
|
Amazon Margin |
(Total Revenue − Net Received Revenue) / Total Revenue. |
Vendor Business Report Overview; ASIN Focus (Vendor/Seller); Margin (Vendor/Seller) |
|
AMGR / AWGR |
Average Monthly / Weekly Growth Rate — the measure of an average monthly or weekly growth rate over time. |
Ordered Revenue & Units (Vendor); Net Received Revenue and Units (Vendor); Traffic Diagnostic (Vendor/Seller) |
|
Attributed Units Ordered |
Units ordered due to advertising. |
Business Summary (Vendor/Seller) |
|
Avg. SFR |
Average Search Frequency Rank — a relative ranking metric from Amazon indicating the popularity of a search term, on a scale from 1 to 600,000 (1 = most popular; 600,000 = least popular; > 600,000 = not tracked). |
Paid and Organic Visibility (Vendor/Seller) |
|
Bullet Points |
How many bullet points are in the description. |
Content Score (Vendor/Seller) |
|
CAGR |
Compound Annual Growth Rate — the measure of an annual growth rate over time. |
Advertising (Vendor/Seller); Net Received Revenue and Units (Vendor); Traffic Diagnostic (Vendor/Seller) |
|
Clicks |
The number of clicks on your product. |
Business Summary (Vendor/Seller) |
|
CMGR / CWGR |
Compound Monthly / Weekly Growth Rate — the measure of a monthly or weekly growth rate over time. |
Advertising (Vendor/Seller); Net Received Revenue and Units (Vendor); Traffic Diagnostic (Vendor/Seller) |
|
Content Score |
A numerical value from 0 to 100 representing the quality of the content and its relevance to a given keyword. |
Content Score (Vendor/Seller); Business Summary (Vendor/Seller) |
|
Conversion Rate |
The percentage of glance views that result in a sale. Calculated as: CVR = Total Orders / Total Clicks × 100%. |
Sales, Units Ordered & Page Views (Seller); Business Summary (Vendor/Seller); Portfolio Analyzer (Vendor/Seller); Traffic Diagnostic (Vendor/Seller); ASIN Focus (Vendor/Seller) |
|
Conversion Rate Trend |
The difference in conversion rate between the selected time period and the previous one. Calculated as: CVR Trend (%) = CVR in period 2 / CVR in period 1 − 1. |
Sales, Units Ordered & Page Views (Seller); Traffic Diagnostic (Vendor); Portfolio Analyzer (Vendor/Seller); ASIN Focus (Vendor/Seller) |
|
CPC |
Cost-per-Click — the amount you pay in advertising for one click on your product. |
Advertising (Vendor/Seller); Business Summary (Vendor/Seller); 360° DSP Report |
|
CPM |
Cost per Mille — the cost of 1,000 ad impressions. Key for assessing cost efficiency when brand visibility and reach are the objectives. |
360° DSP Report |
|
CTR |
Click-Through Rate — the number of clicks per number of impressions. Calculated as: CTR = Number of Clicks / Number of Impressions × 100%. |
Advertising (Vendor/Seller); Business Summary (Vendor/Seller); 360° DSP Report |
|
Demand Side Platform |
Programmatic advertising on third-party websites. |
Advertising (Vendor/Seller) |
|
ECPM |
Effective Cost per Mille — how much an advertiser pays for an ad space per 1,000 ad impressions. |
Advertising (Vendor/Seller); 360° DSP Report |
|
Glance Views |
The number of times a product detail page is viewed. |
Inventory (Vendor/Seller); Traffic Diagnostic (Vendor/Seller); Business Summary (Vendor/Seller); Portfolio Analyzer (Vendor/Seller); ASIN Focus (Vendor/Seller) |
|
Glance Views Trend |
The difference in glance views between the selected time period and the previous one. |
Traffic Diagnostic (Vendor/Seller); Portfolio Analyzer (Vendor/Seller); ASIN Focus (Vendor/Seller) |
|
Images |
How many images are uploaded. |
Content Score (Vendor/Seller); Content Monitor (Vendor/Seller) |
|
Impressions |
The number of times an ad is displayed. Indicates the visibility, reach, and potential impact of a campaign. |
360° DSP Report; Advertising (Vendor/Seller) |
|
Inventory Level (Units) |
Optimal inventory levels are the ideal quantities of products that should be in a fulfilment centre at any given time. Optimising inventory levels reduces the risk of common inventory issues, from high storage costs to out-of-stock items. |
Net Received Revenue and Units (Vendor); Inventory Dashboard (Vendor/Seller) |
|
Inventory Level / Quantity / Stock Units |
The number of items in stock. |
Inventory (Vendor/Seller); ASIN Focus (Vendor/Seller) |
|
Keyword Segmentation |
Taking large lists of keywords and organising them into targeted groups to create effective landing pages for SEO or PPC. |
Paid and Organic Visibility (Vendor/Seller) |
|
New-To-Brand Purchases |
The number of purchases by customers who haven't previously bought a product from a certain brand. |
360° DSP Report |
|
New-To-Brand of Total Purchases |
The ratio between purchases made by new customers and purchases made by existing customers. |
360° DSP Report |
|
New-To-Brand Ad Sales |
The number of purchases by new customers resulting from your ads. |
360° DSP Report |
|
Ordered Units |
The number of units ordered. |
Inventory (Vendor/Seller); Ordered Revenue & Units (Vendor); Business Summary (Vendor/Seller) |
|
Organic Visibility |
Visibility of products that are the result of an Amazon search through the Amazon algorithm. |
Business Summary (Vendor/Seller); Visibility (Vendor/Seller) |
|
Overall Vendor Lead Time Days |
The time from when a purchase order is placed until the goods are ready and available to sell or ship. |
Inventory (Vendor/Seller) |
|
Paid Visibility |
Visibility of products that appear above organic listings and are marked "sponsored". |
Business Summary (Vendor/Seller); Visibility (Vendor/Seller) |
|
Product Description |
How many characters the description has and how it compares to the benchmark. |
Content (Vendor/Seller); Content Monitor (Vendor/Seller) |
|
ROAS |
Return on Advertising Spend — the revenue earned for each unit of currency spent on advertising. Calculated as: ROAS = Ad Sales ÷ Cost. |
Advertising (Vendor/Seller); Business Summary (Vendor/Seller); 360° DSP Report |
|
Sponsored Brands |
Brand advertising on Amazon. |
Advertising (Vendor/Seller) |
|
Sponsored Display |
Display advertising on Amazon. |
Advertising (Vendor/Seller) |
|
Sponsored Product |
Product advertising on Amazon. |
Advertising (Vendor/Seller) |
|
Sponsored Video |
Brand video advertising on Amazon. |
Advertising (Vendor/Seller) |
|
Target ACoS |
The target ACoS you would like to achieve in order to run profitable campaigns. If the ACoS is less than the product margin, the campaign is profitable. |
Advertising (Vendor/Seller) |
|
Target ROAS |
The average conversion value (for example, revenue) the company would like to get for each unit of currency spent on ads. |
Advertising (Vendor/Seller) |
|
Title Length (Benchmark) |
How many characters the title has and how it compares to the benchmark. |
Content (Vendor/Seller) |
|
Traffic from Advertising |
The number of clicks over a period of time per specific sponsored brand, campaign, product, video, or Demand Side Platform (DSP). |
Traffic Diagnostic (Vendor/Seller); Business Summary (Vendor/Seller) |
|
Unhealthy Units |
Excess inventory on the last day of the selected period, based on forecast demand. |
Net Received Revenue and Units (Vendor); Inventory (Vendor/Seller) |
|
Unique Visitors |
The change in unique visitors compared to the previous period. |
Traffic Diagnostic (Vendor) |
|
View-Through Conversions |
Conversions that occur after a user sees, but does not click, your ad and later converts through another channel. Important for evaluating the impact of display ads on customer actions even without a direct click. |
360° DSP Report |
|
Visibility Share |
The number of company ASINs divided by the total number of ASINs. |
Paid and Organic Visibility (Vendor/Seller) |
Detail Page Status
The Detail Page Status (shown in the Content Monitor and on Inactive Detail Pages) indicates what is happening on an ASIN's product detail page:
|
Status |
Meaning |
|---|---|
|
Online (One Buy Box) |
The PDP is accessible and purchasable, with one Buy Box winner. |
|
Online (Two Buy Boxes) |
The PDP is accessible and purchasable, with one Buy Box winner; a second Buy Box increases competitive pressure. |
|
Online (No Buy Box) |
The PDP is accessible but cannot be purchased. Check whether advertising is running, as ad costs can still occur. |
|
Offline |
The PDP is not accessible and cannot be purchased. |
|
Forwarded ASIN |
The requested ASIN redirects to a different URL/ASIN (typically the parent ASIN or another variant), so the requested PDP is not shown. |
For where this appears and how to act on inactive pages, see Inactive Detail Pages.
The "Bought Last Month" Metric
The "Bought Last Month" metric measures how many times a product was purchased in a given month, with a minimum displayed value of 50 purchases per month (in compliance with Amazon's guidelines). It provides a way to gauge the performance and potential of your products on Amazon, allowing you to evaluate your brand's minimum market potential based on sales data and make data-driven investment decisions for your Amazon strategy.
Calculating Your Minimum Potential
You can calculate your minimum potential on the market using this formula:
Bought Last Month × Buy Box Price = Minimum Potential
Why Use the "Bought Last Month" Metric
The metric offers several advantages for brands looking to optimise their Amazon performance:
-
Strategic decision-making: Identify high-performing keywords — whether generic, branded, or competitor-based — and refine your Amazon strategy. Focus on high-potential products to maximise visibility and sales impact, and use data-driven insights to prioritise investments.
-
Brand protection: Detect gaps where competitors or other sellers are winning the Buy Box and capturing your sales, then take proactive measures to regain the Buy Box and safeguard your market share.
-
Market growth: Uncover untapped opportunities by identifying areas with high demand but low coverage, and gain a clearer understanding of your brand's potential across various Amazon markets.
-
Understanding market potential: Calculate your minimum market potential using the formula above. For ASINs with limited data (fewer than 50 purchases), use customer ratings to estimate sales and project growth, keeping projections conservative for better accuracy.
Where to Find the Metric
Visibility Board — assess the total potential for each tracked keyword to identify growth opportunities, drill down to see how individual ASINs contribute to the potential of specific keywords, and visualise competitive performance with a graph highlighting the leading brands for your tracked keywords.
Brand Overview Board — monitor your products' sales activity and Buy Box ownership, and evaluate your brand's minimum market potential using the same formula.
⚠️ Image check needed (intern): the source page included a formula screenshot and three board screenshots (Visibility, ASIN-level, Brand Overview). These were not carried over by the migration and need to be re-added manually in Confluence.
Migration note (Phase 1b): Migrated from legacy Reference & FAQ — "Glossary Table" (clean-move) and "How to use the Bought Last Month metric" (merge-into); the Detail Page Status section was added from the legacy "What does Detail Page Status mean?" page (Catalog, Content & PDPs root). In Root 8 (DSP & AMC), DSP-specific KPI rows were folded in from the legacy "DSP KPIs: A Comprehensive Guide" page — only the metrics not already present were added (CPM, Impressions, View-Through Conversions) and the existing CPC, CTR, ROAS, ECPM rows were extended with the 360° DSP Report location; no duplicate rows were created. Content reproduced from the existing v3 pages with formatting and grammar tidied; not yet optimised or fact-checked. Some source rows were malformed and have been reconstructed without adding new information. The deprecated "PDP Ad Score", "Average PDP Ad Score" and "Trend PDP Ad Score" rows have been removed. Flagged for the later optimisation phase.