Sales Units Ordered and Page Views (Seller)

Dashboard link: https://app.emax-digital.com/performance-summary-hub-seller/sales-units-ordered-page-views

Overview

The Sales, Units Ordered & Page Views dashboard is the top-level performance summary for your Amazon Seller Central business. It brings together the five metrics that matter most for day-to-day commercial steering — Ordered Product Sales, Units Ordered, Page Views, Conversion Rate, and Buy Box Share — and shows each one with a clear comparison against either the previous period or the prior year.

It is designed for Seller Central account managers and brand managers who need a single screen to answer: "How is the business trending compared to last month and last year, and is the change driven by traffic, conversion, or competitive pressure on the Buy Box?"

All charts and tables on the page respond to the same filter bar at the top — change Marketplace, Reporting Range, or Period and the whole dashboard updates together. This dashboard covers Seller Central (3P) data only; vendor (1P) numbers live in the Vendor Business Summary.

What You Can See on This Dashboard

Section 1 — KPI Scorecards (Current Period)

The headline block at the top of the dashboard. Five scorecards show the key Seller Central metrics for the selected period, each with a trend indicator against either the previous period or the prior year (controlled by the Compare to filter).

Key metrics:

• Ordered Product Sales — Total revenue from customer orders for the selected period, including both standard retail and B2B sales, converted to the chosen display currency.

• Units Ordered — Total number of individual units ordered by customers. Three copies of Product A and four of Product B count as seven units ordered.

• Page Views — Total number of times a product detail page was viewed by customers during the period.

• Conversion Rate (Orders) — Units Ordered ÷ Page Views, expressed as a percentage. Measures how often a detail-page visit results in an order.

• Buy Box Share — The percentage of page views on which your offer appeared in the Amazon Buy Box. If a product page was viewed 100 times and your offer held the Buy Box on 50 of them, Buy Box Share is 50%.

Visualizations: Five number scorecards, each showing the current-period value and a coloured trend indicator vs. the chosen comparison baseline.

Section 2 — Ordered Product Sales: Trend vs. Prior Year

A rolling 12-period view of revenue momentum.

Key metrics:

• Ordered Product Sales — Revenue per period over the trailing 12 periods.

• Previous Year — The equivalent Ordered Product Sales figure from the same period 12 months earlier.

Visualizations: Bar chart with current-period bars and prior-year bars overlaid for direct like-for-like comparison across the last 12 periods.

Section 3 — Units Ordered: Trend vs. Prior Year

The volume counterpart to the revenue trend chart — useful for separating price effects from genuine demand growth.

Key metrics:

• Units Ordered — Total units per period over the trailing 12 periods.

• Previous Year — Equivalent units ordered from the same period 12 months earlier.

Visualizations: Bar chart with current-period units and prior-year units side by side over the last 12 periods.

Section 4 — Page Views vs. Conversion Rate

How much traffic your listings are attracting, and how efficiently you are turning that traffic into orders.

Key metrics:

• Page Views (left axis) — Total detail-page views per period across all matching ASINs and marketplaces.

• Conversion Rate (Orders) (right axis) — Units Ordered ÷ Page Views, as a percentage.

Visualizations: Combined bar/line chart with page views on the left axis and conversion rate on the right, over the last 12 periods.

Section 5 — Page Views: Trend vs. Prior Year

A pure traffic-volume view, isolated from conversion.

Key metrics:

• Page Views — Total page views per period over the trailing 12 periods.

• Previous Year — Equivalent page views from the same period 12 months earlier.

Visualizations: Bar chart of page views with prior-year overlay.

Section 6 — Detailed Period Table

A full period-by-period breakdown with every key metric and both period-over-period (PP) and year-over-year (YoY) trend indicators on one row.

Columns shown:

• Date / Report Date — The reporting period (week, month, quarter, or year).

• Ordered Product Sales + PP Trend + YoY Trend.

• TACoS (Total Advertising Cost of Sales) — Ad spend ÷ Ordered Product Sales. Shows what share of total revenue was spent on advertising. Lower is better.

• Units Ordered + PP Trend + YoY Trend.

• Page Views + PP Trend + YoY Trend.

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

• Buy Box Share.

• FBM Returns + PP Trend + YoY Trend — Units returned through Fulfilled by Merchant (FBM) orders only.

Note on returns: FBA (Fulfilled by Amazon) returns are excluded from this table because Amazon's API does not provide marketplace attribution for FBA returns. For FBA return tracking, use the Seller FBA Returns dashboard in the Hub section.

Drill-down: Clicking a date in this table opens the ASIN Focus Report for that period, allowing you to investigate ASIN-level drivers of the period's performance.

Available Filters

Filter interaction notes

• Reporting Range and Period work together. Switching Reporting Range (e.g. Monthly → Quarterly) reloads the values available in the Period dropdown.

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

• Compare to only changes the trend indicators on the top KPI scorecards. The trend tables and prior-year bar overlays always show both period-over-period and year-over-year comparisons regardless of this setting.

• Tag vs ASIN Auto Tag can be combined — Tag is for your manually maintained labels; ASIN Auto Tag is system-generated.

Use Cases

1 — Weekly Seller Central pulse check

You want a quick read on how last week performed.

• Set Reporting Range = Weekly, Period = the closed week, Compare to = Previous Year.

• Read the five KPI scorecards at the top to see whether sales, units, traffic, conversion, and Buy Box Share are up or down vs. the same week last year.

• Glance at the Ordered Product Sales vs. Prior Year bar chart to see whether the week fits the wider trend or is an anomaly.

2 — Diagnose a sales drop

Revenue is down period-over-period and you need to know why.

• In the detail table, find the period with the negative Sales PP Trend.

• Compare the Units Ordered PP Trend, Page Views PP Trend, and Conversion Rate PP Trend for the same row:

• If Page Views are down → traffic problem (SEO, advertising visibility, seasonality).

• If Page Views are stable but Conversion Rate is down → listing, pricing, reviews, or Buy Box issue.

• If Buy Box Share has dropped → a competing seller is winning the Buy Box. Investigate pricing, stock, or seller-performance metrics.

• Click the period in the table to drill into the ASIN Focus Report and see which products drove the change.

3 — Monthly leadership review

You need to walk leadership through last month's commercial performance.

• Set Reporting Range = Monthly, Period = the closed month, Compare to = Previous Year.

• Use the KPI scorecards for headline numbers, the Ordered Product Sales vs. Prior Year chart for the narrative, and the Page Views vs. Conversion Rate chart to explain whether growth came from more traffic or better conversion.

• Use the detail table to highlight the standout periods within the month (for weekly granularity) or alongside neighbouring months (for monthly granularity).

4 — Spotting advertising over-reliance

You want to know whether sales growth is being bought through advertising.

• Set Reporting Range = Monthly, look at the TACoS column in the detail table over the last several months.

• If Ordered Product Sales are growing but TACoS is rising faster, growth is increasingly ad-funded rather than organic.

• Cross-check with the Page Views column — if page views are flat but sales are up, the gain is largely driven by paid traffic.

5 — Buy Box competitive monitoring

You want to detect when third-party sellers are pressuring your Buy Box ownership.

• Track the Buy Box Share column in the detail table week over week.

• A sudden drop, especially when paired with a decline in Conversion Rate, usually means a competing seller has gained the Buy Box on one or more ASINs.

• Drill into the period via the table click-through to identify which ASINs are affected.

Limitations & Notes

• Seller Central only. This dashboard covers 3P data from Seller Central. Vendor (1P) sales are not included — use the Vendor Business Summary for that. For a combined view, see the Hybrid Monthly Overview.

• FBA returns excluded. FBM returns are shown in the detail table. FBA returns are not attributable to a specific marketplace via Amazon's API and are therefore excluded here. Use the Seller FBA Returns dashboard for FBA return tracking.

• Currency conversion. All monetary values are converted to the selected currency using the exchange rate at the start of the reporting year. Cross-marketplace comparisons should be interpreted with that in mind.

• B2B sales included. Ordered Product Sales combines retail and Amazon Business (B2B) revenue. If you need to separate the two, use a dedicated B2B dashboard.

• PP vs. YoY definitions. PP (period-over-period) compares the current period to the immediately preceding one of the same length. YoY (year-over-year) compares the current period to the same period twelve months ago. Both are shown as percentage change.

• Trailing 12-period window. All bar/line charts show the last 12 reporting periods ending at the selected Period. For yearly views, data is aggregated from monthly snapshots.

• Compare to filter scope. The Compare to filter only affects the top KPI scorecards. The detail table and trend charts always show both PP and YoY comparisons.

• Drill-down requires access. Clicking a date in the detail table opens the ASIN Focus Report; that target dashboard must be enabled in your workspace.

Data Refresh

Data updates daily (every 24 hours).