⏱️ Time Range Comparison (Seller)

Dashboard link: https://app.emax-digital.com/seller-daily-time-range-comparison

Overview

The Time Range Comparison dashboard for Seller Central lets you place two custom date ranges side by side and see exactly how your business performed in one period versus another. Pick any "current" range (for example, last week, the last 30 days, or a specific promotional window) and any "comparison" range (the prior period, the same week last year, or a pre-campaign baseline), and the dashboard recalculates every KPI — sales, traffic, conversion, ad spend, ad sales, ROAS (Return on Ad Spend) — for both windows.

A key feature: the daily trend charts align the two periods by day position (day 1 vs day 1, day 2 vs day 2, etc.) rather than by calendar date. This means you can compare ranges of different lengths or with different starting days without manual alignment work — useful when comparing campaigns, launches, or seasonal events that don't fall on identical calendar weeks.

It is designed for Amazon Seller managers who want to quickly answer: "How did this period compare to that one, and which products, traffic sources, or ad investments are driving the difference?"

What You Can See on This Dashboard

The dashboard is organised in three blocks: Sell-Out & Traffic (top), Advertising (middle), and ASIN-Level Comparison (bottom). Each KPI block follows the same pattern — scorecards with the two period values side by side, followed by an aligned daily trend chart.

Section 1 — Context Scorecards

A row of context tiles at the very top confirming the scope of the comparison: the selected Marketplace, the Timerange (current period), the Timerange Compare (comparison period), the active Category, and active Tags. Use these to make sure the filters are set the way you expect before reading the rest of the dashboard.

Section 2 — Sell-Out: Ordered Product Sales

Key metrics:

• Ordered Product Sales (current period) — Total customer-facing value of orders placed on Amazon Seller Central in the selected current range, in the chosen currency.

• Ordered Product Sales (comparison period) — The same metric for the comparison range.

Currency conversion is fixed to the start of the selected year, so both periods are converted on a consistent basis.

Section 3 — Traffic: Page Views

Key metrics:

• Page Views (current period) — Total visits to your product detail pages in the current range. One session per customer counts as one view.

• Page Views (comparison period) — The same metric for the comparison range.

Section 4 — Conversion Rate

Key metrics:

• Conversion Rate (current period) — Units ordered ÷ page views in the current range, expressed as a percentage.

• Conversion Rate (comparison period) — The same metric for the comparison range.

Section 5 — Daily Trend Charts: Sales, Traffic, Conversion

Three line charts showing the day-by-day movement of each KPI across both periods, with current and comparison overlaid.

Charts:

• Daily Ordered Product Sales — Current vs comparison, aligned by day position.

• Daily Page Views — Current vs comparison, aligned by day position.

• Daily Conversion Rate — Current vs comparison, aligned by day position.

Day alignment is positional (day 1 vs day 1, day 2 vs day 2, …) rather than by calendar date, so a 14-day current range can be compared directly against a 14-day comparison range starting on any other date.

Section 6 — Advertising: Ad Spend

Key metrics:

• Ad Spend (current period) — Total advertising spend across Sponsored Ads and DSP (Demand-Side Platform) at ASIN level, in the chosen currency.

• Ad Spend (comparison period) — The same metric for the comparison range.

Section 7 — Advertising: Ad Sales

Key metrics:

• Ad Sales (current period) — Revenue attributed to advertising within Amazon's 14-day attribution window.

• Ad Sales (comparison period) — The same metric for the comparison range.

Section 8 — Advertising: ROAS

Key metrics:

• ROAS (current period) — Ad-attributed sales ÷ ad spend. A ROAS of 3 means €3 in ad-attributed sales were generated for every €1 spent on advertising.

• ROAS (comparison period) — The same metric for the comparison range.

Section 9 — Daily Trend Charts: Ad Spend, Ad Sales, ROAS

Three line charts showing the day-by-day advertising performance, with current and comparison periods overlaid and aligned by day position.

Charts:

• Daily Ad Spend — Current vs comparison.

• Daily Ad Sales — Current vs comparison.

• Daily ROAS — Current vs comparison.

Section 10 — ASIN-Level Comparison Table

The deepest cut on the dashboard: a single table comparing every ASIN's performance across both periods, with absolute and percentage change for each metric.

Columns shown: Link · ASIN · Title · Product Title · Sales (current, comparison 🆚, absolute change △, percentage change △%) · Page Views (current, 🆚, △, △%) · CVR (Conversion Rate) (current, 🆚, △, △%) · Ad Spend (current, 🆚, △, △%) · Ad Sales (current, 🆚, △, △%) · ROAS (current, 🆚, △, △%) · Buy Box % (current, 🆚, △, △%).

This is where you identify the specific products that moved the headline numbers — winners to double down on, losers to investigate.

Available Filters

Filter interaction notes

• The current ("Timerange") range is set separately from "Timerange compare". [VERIFY] In the standard layout the current range is typically set via the dashboard's main date selector at the top, while Timerange compare defines the benchmark period. Confirm with your emax digital account manager how the two selectors are labelled in your tenant if they appear ambiguous.

• Subcategory depends on Category. Selecting one or more Categories narrows the Subcategory dropdown to values within those categories.

• Marketplace is required — the dashboard will not render results until exactly one marketplace is selected.

• Ad Type only affects the advertising sections (Ad Spend, Ad Sales, ROAS, and their daily trend charts and the ad columns in the ASIN table). Sell-out and traffic sections are unaffected.

• Day-by-day alignment is positional, not calendar-based. If your current range is 7 April – 20 April and your comparison range is 1 March – 14 March, day 1 of each range is aligned (7 Apr ↔ 1 Mar), day 2 (8 Apr ↔ 2 Mar), and so on. Weekday effects (e.g. weekends falling on different days of the week between the two ranges) will not be controlled for automatically.

Use Cases

1 — Post-promotion review

You ran a promotion (e.g. Prime Day, a coupon, a deal week) and want to measure incremental impact.

• Set Timerange = the promotion days. Set Timerange compare = an equivalent baseline window before the promotion (same number of days, similar weekday mix).

• Read the Ordered Product Sales and Page Views scorecards for the headline lift.

• Check Ad Spend and Ad Sales — did the lift come from advertising investment, or was a chunk organic?

• Drop into the ASIN-Level Comparison Table and sort by △% Sales to identify which products benefitted most.

2 — Week-over-week health check

You want a fast sanity check on whether last week was better or worse than the week before.

• Set Timerange = last week (Mon–Sun). Set Timerange compare = the week before that.

• Read the three scorecards (Sales, Page Views, Conversion Rate) — if Sales is down but Page Views is stable, you have a conversion problem; if both are down, you have a traffic problem.

• Use the Daily Conversion Rate chart to see whether the dip was concentrated on certain days (e.g. an out-of-stock event) or evenly distributed.

3 — Year-over-year seasonal comparison

You want to compare this year's Q4 ramp-up to last year's.

• Set Timerange = the current Q4 window (e.g. 1 Nov – this week). Set Timerange compare = the same calendar window last year.

• Compare Ordered Product Sales and ROAS scorecards — are you ahead or behind last year?

• In the ASIN-Level Comparison Table, look at △% Buy Box % — losing Buy Box share against last year is often the silent killer in YoY comparisons.

4 — Ad strategy change validation

You changed advertising strategy (new campaigns, new bids, paused groups) and want to see the impact.

• Set Timerange = the period after the change. Set Timerange compare = an equivalent-length window before the change.

• Filter Ad Type to the format you changed (e.g. Sponsored Products only).

• Read Ad Spend, Ad Sales, ROAS scorecards together — improved ROAS only matters if absolute Ad Sales held up or grew.

• Use the ASIN-Level Comparison Table sorted by △ Ad Spend to confirm spend reallocation went where you intended.

5 — Identifying winners and losers in your portfolio

You want a structured way to see which ASINs are trending up and which are sliding.

• Set Timerange = last 30 days. Set Timerange compare = the 30 days before that.

• Open the ASIN-Level Comparison Table and sort by △% Sales descending — the top rows are your accelerating ASINs.

• Sort ascending to find the biggest decliners. For each, scan △% Page Views and △% CVR to diagnose whether it's a traffic issue, a conversion issue, or both.

Limitations & Notes

• Data scope: Amazon Seller Central only. Vendor Central (1P) sales, traffic, and advertising are not included in this dashboard. Use a Vendor-side dashboard for 1P data.

• Currency conversion is fixed to the start of the selected year. Both periods are converted at the same rate to keep the comparison consistent — but this means the figures may differ slightly from views that use period-specific conversion rates (such as the marketplace's native currency report).

• Day alignment ignores weekday effects. Two ranges aligned by day position will not automatically align Mondays-to-Mondays. For weekday-sensitive comparisons (e.g. e-commerce traffic patterns), pick comparison ranges that start on the same weekday.

• Ad Sales attribution. Ad Sales use Amazon's 14-day attribution window. Very recent days (within the last 14 days of either range) may still be accumulating attributed sales and will tend to revise upward slightly over time.

• Marketplace filter is single-select. You cannot compare two periods aggregated across multiple marketplaces at once — run the dashboard once per marketplace if you need a multi-market view.

• Page Views = sessions. One customer session counts as one page view, regardless of how many times that customer reloaded or revisited within the session.

• Conversion Rate sensitivity at low traffic. For ASINs or filtered slices with very low page views, small absolute changes in orders can produce large percentage swings in CVR. Treat △% CVR cautiously when the underlying traffic is small.

• Buy Box % comparison in the ASIN table reflects the average Buy Box ownership across each period. Short-lived Buy Box losses between snapshots may not be fully captured.

Data Refresh

Data updates daily.