Traffic ASP Returns and NetPPM (IBA Vendor)

Dashboard link: https://app.emax-digital.com/international-business-analysis-vendor-main-page/intern-business-analysis-vendor-traffic-asp-returns-and-net-ppm-overview

Overview

The Traffic, ASP, Returns and NetPPM sub-dashboard of the International Business Analysis suite gives Vendor Central brands a cross-marketplace view of the four "customer-facing" health metrics that sit alongside revenue: how much traffic your detail pages receive (Glance Views), what shoppers actually pay on average (ASP — Average Sales Price), how many of those purchases come back as returns (Customer Returns), and how profitable the assortment is for Amazon (Net PPM — Net Pure Product Margin).

It complements the Revenue Overview by answering the "why" behind revenue movements: a sales gap can usually be traced back to traffic, price, returns, or margin — and this dashboard shows where, across which marketplace, and how it has evolved versus prior year.

This dashboard covers Vendor Central data only. Seller Central traffic and returns are not included.

What You Can See on This Dashboard

The dashboard follows a consistent pattern: YTD scorecards on the left, marketplace breakdowns in the middle and right, then a P&L-style cross-marketplace table, followed by 13-period rolling trend charts and a final monthly detail table.

Section: YTD Scorecards

Four scorecards stacked down the left side of the page give an at-a-glance YTD pulse for each headline metric, each showing current year and prior-year equivalent side by side.

Key metrics:

• Glance Views YTD — Year-to-date count of product detail page views across all marketplaces, with prior-year comparison. A pure traffic metric — no currency conversion.

• Average Sales Price YTD — Year-to-date ASP calculated as Revenue ÷ Units according to the selected Sales View, converted to the chosen display currency, with prior-year comparison.

• Customer Returns YTD — Year-to-date count of customer return units across all marketplaces, with prior-year comparison. Follows the Distributor View setting (Manufacturing or Sourcing).

• Net PPM YTD — Year-to-date unit-weighted average Net Pure Product Margin (%), with prior-year comparison.

Visualizations: Four number scorecards, each with current vs. prior-year YTD value.

Section: Glance Views — Marketplace Snapshot

• Pie chart — Glance Views by Marketplace (YTD) — Distribution of detail page traffic across all active marketplaces for the selected year. Useful for understanding where your visibility is concentrated.

• Bar chart — Glance Views Development by Marketplace — Glance Views by marketplace over time, with granularity adapting to the Reporting Range (weekly, monthly, quarterly). For the current year a rolling window applies automatically (last 12 weeks / 12 months / 4 quarters).

Section: Traffic and Net PPM per Marketplace (P&L-style Table)

A single cross-marketplace YTD table with one row per marketplace, ordered by Glance Views descending. It brings every metric in this dashboard into one place with prior-year comparisons.

Columns shown:

• Marketplace

• Glance Views — current year, prior year, YoY trend

• Customer Returns — current year, prior year, YoY trend

• Net PPM — current year, prior year, YoY trend

• Average Sales Price — current year, prior year, YoY trend, plus Diff. Man.–Sour. (difference between Manufacturing-view and Sourcing-view price calculations)

Glance Views and Customer Returns are volume metrics with no currency conversion. ASP is converted to the selected display currency using annual exchange rates.

Section: Rolling 13-Period Trends (All Marketplaces Combined)

Four line charts comparing the last 13 reporting periods against the same periods one year ago, with all marketplaces aggregated. Granularity follows the Reporting Range filter.

• Glance Views — All Marketplaces — Current year vs. prior year.

• Average Sales Price — All Marketplaces — Current year vs. prior year, in the selected display currency.

• Customer Returns — All Marketplaces — Current year vs. prior year, return units.

• Net PPM — All Marketplaces — Current year vs. prior year, unit-weighted margin %.

Only periods up to the latest fully available date per marketplace are included, to avoid distortions from partial periods.

Section: Glance Views — Marketplace Trend & YoY

• Line chart — Glance Views Development by Marketplace — Traffic trend per marketplace over the selected range, useful for spotting marketplace-specific seasonality or campaign-driven traffic spikes.

• Bar chart — Glance Views YoY Trend by Marketplace — Period-level YoY percentage change in Glance Views per marketplace, making it easy to identify which markets are gaining or losing traffic year-over-year.

Section: Monthly Development per Marketplace (Detail Table)

A granular period-level table with one row per marketplace per reporting period, covering the full commercial funnel with YoY trends throughout.

Columns shown:

• Report Date · Marketplace

• Sell-In: Net Received Revenue (+ YoY), Net Received Units (+ YoY)

• Sell-Out: Shipped (or Ordered) Revenue (+ YoY), Shipped (or Ordered) Units (+ YoY)

• Average Sales Price (+ YoY)

• Net PPM (+ YoY)

For the current year, a rolling window of the last 12 weeks, 12 months, or 4 quarters is applied automatically depending on the Reporting Range.

Available Filters

Filter interaction notes

• Subcategory depends on Category — only subcategories belonging to the selected Category are available.

• Sales View depends on Distributor View — under Sourcing, only Shipped Revenue and Shipped COGS are available (Ordered Revenue does not exist in the Sourcing model). Under Manufacturing all three options are available.

• Distributor View affects the Customer Returns count, the Net PPM cost basis, and the ASP calculation. The Diff. Man.–Sour. column in the P&L table shows the gap between the two views for ASP.

• Net PPM calculation method changes with filters. When any of Category, Subcategory, Tag, or ASIN filters is active, Net PPM is computed directly from transaction data. When no such filter is active, the official Amazon summary report is used. The two methods can differ slightly — be aware when switching between filtered and unfiltered views.

• Current-year rolling window. When the selected Year is the current year, trend charts and the monthly detail table apply a rolling window (last 12 weeks / 12 months / 4 quarters depending on Reporting Range). For past years, the full year is shown.

• Currency conversion uses annual exchange rates fixed at the start of the current year — cross-year ASP comparisons should be interpreted with this in mind.

Use Cases

1. Diagnose a revenue drop — When the Revenue Overview shows a sales gap, switch to this dashboard. Open the P&L-style summary table and scan the YoY columns: is Glance Views down (a traffic problem), is ASP down (a price/promo problem), or are Customer Returns up (a quality/listing problem)? Each points to a different fix.

2. Identify the marketplaces losing traffic — Use the Glance Views YoY Trend by Marketplace bar chart to rank markets by traffic gain or loss. Drill into negative markets to check whether advertising spend, organic ranking, or external traffic has changed.

3. Spot pricing erosion — Use the Average Sales Price rolling trend chart against prior year, then drop into the monthly detail table per marketplace. A consistent YoY ASP decline often indicates over-promotion, coupon stacking, or Amazon price-matching third-party offers.

4. Returns hotspots — Use the Customer Returns YTD scorecard combined with the per-marketplace summary table. A marketplace with disproportionately high returns versus its traffic share signals a localised content, sizing, or quality issue worth investigating.

5. Margin negotiation prep — Use Net PPM by marketplace in the summary table, combined with the rolling 13-period Net PPM trend, to prepare for Amazon Vendor Manager (AVM) discussions. Marketplaces with declining Net PPM are typically where Amazon will push for additional terms — being ready with the data shifts the conversation.

Limitations & Notes

• Vendor Central only. Seller Central traffic, returns, and pricing are not included. Use the relevant Seller dashboards or the Hybrid suite for combined views.

• Net PPM availability. Net PPM is only populated where Amazon reports it. For very new ASINs, recently launched marketplaces, or some specific marketplaces, the figure may be partial or blank in the most recent periods.

• Net PPM calculation differs by filter state. When category/subcategory/tag/ASIN filters are applied, Net PPM is calculated from transaction data; otherwise it uses Amazon's official summary report. The two can produce slightly different values — keep this in mind when comparing filtered vs. unfiltered views.

• ASP and currency. Average Sales Price is converted to the selected display currency using annual exchange rates fixed at the start of the current year. Cross-year ASP comparisons therefore reflect both real price movements and any underlying FX movement; for clean price analysis, view ASP in the marketplace's native currency where possible.

• ASP is hidden on some accounts. For accounts where average pricing is restricted (contractual or compliance reasons), the ASP scorecard, the ASP columns, and ASP rolling trend will not appear.

• Customer Returns view-dependency. The Customer Returns count reflects the selected Distributor View. Switching between Manufacturing and Sourcing will change return volumes — always confirm which view you are reporting in.

• Rolling window on the current year. Trend charts and the monthly detail table do not show the full current year; they show a rolling window (last 12 weeks / 12 months / 4 quarters). To see January-to-date, use the YTD scorecards or the cross-marketplace summary table.

• Glance Views = detail page views. A single shopper visiting a product page multiple times counts multiple times. Glance Views is not a unique-visitor metric.

Data Refresh

Data updates every 8 hours (approximately three times per day). Same-day data is typically available with a lag of a few hours.