🏪 Seller Monitoring

Dashboard link: https://app.emax-digital.com/seller-monitoring-standard

Overview

The Seller Monitoring dashboard gives you a clear view of the competitive landscape on your own catalogue: who else is selling your products on Amazon, where they are based, how aggressively they are listing, and how their presence is evolving over time. It pulls together seller counts, average ratings, Prime share, content quality, country of origin, and per-ASIN coverage into one screen — so you can quickly identify unauthorised resellers, monitor the spread of grey-market activity, and decide which sellers to investigate or enforce against.

It is designed for brand managers, e-commerce managers, and channel-compliance teams at brands selling on Amazon — whether 1P (Vendor Central), 3P (Seller Central), or hybrid. The data covers your catalogue ASINs across the marketplaces you have configured with emax digital.

What You Can See on This Dashboard

The dashboard is structured top-to-bottom: headline KPIs, offer-status and geographic breakdown, seller coverage and trend, and finally a detailed seller table with an ASIN drill-down for whichever seller you click on.

Section 1 — Headline KPIs

Top-of-page scorecards give you the at-a-glance read of competitive intensity on your catalogue.

Key metrics:

• ASIN Coverage — the share of ASINs from your catalogue that had at least one seller offer in the selected marketplace and time range. Tells you how much of your assortment is exposed to third-party activity.

• All Sellers — total count of distinct sellers offering your catalogue ASINs in the selected scope.

• Avg Seller Rating — average Amazon seller rating across all sellers in scope. A useful proxy for the credibility of the competition.

• Prime Products Share — share of offers across your catalogue that are Prime-eligible.

• Avg. Content Score — average detail-page content score across your catalogue, reflecting overall listing quality vs. category benchmarks.

Section 2 — Number of Products per Offer Status

A breakdown of your catalogue ASINs by the type of offers present on their detail pages during the selected time range. This is your starting point for understanding who controls the Buy Box across your assortment.

Categories shown:

• Amazon-Only Offers — only Amazon offered the ASIN; no third-party listings detected.

• Seller-Only Offers — one or more third-party sellers offered the ASIN; Amazon was not present as a seller.

• Mixed Offers — both Amazon and at least one third-party seller offered the ASIN.

• No Buy Box — detail page exists but no Buy Box offer was present at the time of the check (no seller was actively offering it).

• No Detail Page — detail page was not accessible during the period; listing may be inactive or temporarily unavailable.

Each ASIN is assigned to exactly one category based on the offer data in the selected period. Ignored ASINs are excluded.

Visualization: pie chart of ASIN counts by offer status.

Section 3 — Number of Sellers per Country of Origin

Where the competition is registered. Useful for spotting unexpected geographic clusters of activity — for example, a sudden uptick of sellers registered outside your authorised distribution footprint.

Visualizations:

• Pie chart — distinct sellers by country of registration.

• Map view — the same data on a world map, with countries shaded by seller count, making it easy to spot concentrations.

Each seller is counted once per country regardless of how many of your ASINs they offered. Sellers without a registered country are grouped under No Seller Country Available in the pie chart and excluded from the map. Only sellers with an active price are counted.

Section 4 — Distinct Products Sold per Seller

A pie chart showing how many of your catalogue ASINs each individual seller was active on. Sellers that cover a large slice of your assortment carry the most competitive risk and are usually the right targets for enforcement or investigation.

Sellers without a resolvable name appear as No Seller Name available. Each ASIN is counted once per seller regardless of how many days or offers occurred within the period.

Section 5 — Sellers and Distinct ASINs Sold Over Time

A daily trend line tracking the competitive landscape's evolution.

Key metrics:

• Number of Sellers — distinct seller IDs with at least one active priced offer on any of your catalogue ASINs on that day.

• Number of Distinct ASINs — distinct catalogue ASINs that had at least one active priced third-party offer on that day.

A rising seller count signals growing competition; a rising ASIN count means sellers are widening their coverage of your catalogue. Falling lines after an enforcement action are a useful proof point.

Section 6 — Seller List (Detailed Table)

The operational core of the dashboard — a row per seller with the metrics you need to prioritise outreach or enforcement.

Columns shown: Seller Name · Seller Page Link · Seller Country · Seller Rating · Seller ID · Number of Active ASINs · Avg. Product Price · Currency · Prime Products Share · Avg. Sales Rank.

• Number of Active ASINs — how many of your catalogue ASINs this seller was actively offering during the period. Sorted descending by default, so the biggest competitors surface first.

• Avg. Product Price — average listing price across this seller's active offers on your ASINs. Hidden where price disclosure is restricted.

• Seller Rating — Amazon's seller rating. A high rating combined with a high ASIN count is the classic signature of an established, high-risk competitor.

• Prime Products Share — share of this seller's active ASINs offered with Prime — a proxy for fulfilment strength and Buy Box competitiveness.

• Avg. Sales Rank — average Best Seller Rank (BSR) across the ASINs this seller offers, within the selected BSR category. Lower rank = higher-demand products.

Clicking the seller name opens their Amazon seller profile page in a new tab.

Section 7 — ASIN Detail View for Selected Seller

When you click a seller in the table above, this lower table reveals the full list of your ASINs that seller is offering, with offer, content, and demand context for each one.

Columns shown: ASIN · Detail Page Link · SKU · Image · Product Title · Offer Listings Price · Recommended Retail Price (RRP) · Rating · Number of Reviews · New Ratings · Avg. Sales Rank · Content Score · Is Prime · Manufacturer · Brand · Seller Name · Currency.

• Offer Listings Price vs. RRP — your reference price set in the catalogue alongside the seller's actual listed price, so you can see at a glance whether they are pricing under your recommended price.

• Rating + New Ratings — current average star rating and review count, plus the number of new reviews vs. the previous period.

• Content Score — most recent content score for the ASIN; rows are sorted by content score descending so ASINs most in need of detail-page improvement surface at the top.

Available Filters

Filter interaction notes

• Subcategory depends on Category. Selecting a Category narrows the Subcategory list to values that belong to those Categories.

• Seller Name scopes every section of the dashboard, including KPIs, offer status, country charts, and trend lines. Use it to isolate a single seller's footprint across your catalogue.

• Bestseller Category affects only the Avg. Sales Rank columns — BSR is category-specific in Amazon, so this filter determines the reference category against which ranks are pulled.

• Marketplace is single-select. To compare seller activity across markets, run the dashboard once per marketplace.

Use Cases

1 — Find unauthorised resellers on your catalogue

• Set Marketplace to your priority market and clear all category filters for the broadest view.

• Open the Seller List table and sort by Number of Active ASINs descending.

• Cross-reference the top rows against your list of authorised distributors — any unknown seller with a meaningful ASIN count is a candidate for investigation.

• Click the seller name to open their Amazon storefront, and click into the ASIN Detail View below to see exactly which of your products they are listing and at what price vs. your RRP.

2 — Spot grey-market activity from unexpected regions

• Open the Number of Sellers per Country of Origin map.

• Look for countries outside your authorised distribution footprint with non-trivial seller counts.

• Filter the Seller List by the suspect country (via Seller Name if you can identify the sellers) and review their ASIN coverage and pricing in the lower table.

3 — Monitor the impact of an enforcement action

• Note the date you submitted takedowns or sent cease-and-desist letters.

• Open the Sellers and Distinct ASINs Sold Over Time chart with a time range covering several weeks before and after that date.

• A drop in either line after the action confirms it is working; a flat or rising line means the enforcement isn't sticking and the sellers may be reappearing under new accounts.

4 — Identify pricing risks before a Buy Box loss

• In the ASIN Detail View (after clicking a specific seller), compare Offer Listings Price against Recommended Retail Price.

• Sellers consistently pricing well below RRP are the ones most likely to win the Buy Box from you and trigger a price war.

• Combine with the Prime Products Share column in the Seller List — Prime-enabled aggressive pricers are the highest-priority threats.

5 — Prioritise content improvements on contested ASINs

• In the ASIN Detail View for a high-coverage seller, look at the Content Score column (sorted ascending if you want the weakest first).

• ASINs with low content scores are easier for resellers to outrank or hijack — strengthening titles, bullets, A+ content, and images is the cheapest defensive move.

Limitations & Notes

• Catalogue-scope only. The dashboard tracks sellers active on your catalogue ASINs as configured with emax digital. Sellers offering products outside your catalogue are not included.

• "Active offer" definition. A seller is counted as active only when they have an offer with a non-null listing price during the selected period. Out-of-stock or unpriced listings are excluded.

• One offer-status per ASIN per period. Each ASIN is assigned to exactly one offer-status bucket (Amazon-Only, Seller-Only, Mixed, No Buy Box, No Detail Page) based on offer data in the period. ASINs with mixed states over time will be classified by the predominant signal.

• Country of origin caveats. Country reflects the seller's registered country with Amazon, which is not always their operational location. Sellers without registered country information are grouped under No Seller Country Available in the pie chart and excluded from the map view.

• Avg. Product Price may be hidden. Where Amazon restricts price disclosure for a seller or marketplace, the column will be blank.

• Avg. Sales Rank depends on the Bestseller Category filter. BSR is category-specific in Amazon. If no BSR category is selected, the column may be blank or use a default reference category. Changing this filter does not affect any other KPI.

• Ignored ASINs are excluded from all counts and tables. If you maintain an ignore-list in your catalogue configuration, those ASINs will not appear here.

• Marketplace is single-select. Cross-market consolidation is not available on this dashboard — switch marketplace to compare.

• Detail-page accessibility. "No Detail Page" reflects what was observed at the time of crawl; intermittent Amazon outages or temporary suppressions can show up here even for healthy listings.

Data Refresh

Data updates daily.