🏪 Using the Seller Business Summary

Dashboard link: https://app.emax-digital.com/seller-business-summary

Overview

The Seller Business Summary is the top-level health check for your Amazon Seller Central business. It brings together total, organic, and paid sales, traffic and conversion, advertising efficiency, Buy Box share, and product- and category-level performance — all on one page, with consistent period-over-period and year-over-year comparisons.

It is built for Seller Central account managers, brand managers, and e-commerce leads who need a single screen to answer: "How is my Seller Central business performing this period compared to before, how much of that is organic versus paid, and where are the biggest movers — by product, category, or campaign?"

All numbers respect the filter bar at the top: change Marketplace, Reporting Range, or Period and every chart, scorecard, and table on the page updates together.

What You Can See on This Dashboard

The dashboard is organised top-to-bottom in four blocks: Reporting Overview (Main Metrics), Winner ASINs & Categories (Total Sales), Advertising Reporting, and Historic Data. Inside each block, the pattern is the same — trend charts at the top, then KPI scorecards, then ranked tables.

Section 1 — Reporting Overview: Organic vs. Paid Sales (Trend Chart)

The opening view of the sales mix. Shows how revenue splits between paid (ad-attributed) and organic (everything else) over time, with the TACoS line plotted alongside.

Key metrics:

• Paid Sales — Ad-attributed sales per period in your selected currency.

• Organic Sales — Total ordered product sales minus paid sales — revenue not directly attributed to advertising.

• TACoS (Total Advertising Cost of Sales) — Ad spend as a percentage of total ordered product sales. Falling TACoS over time generally means organic demand is growing faster than ad spend.

Visualizations: Stacked bar chart of paid and organic sales by period, with TACoS overlaid as a line.

Section 2 — Reporting Overview: Page Views & Conversion Rate (Trend Chart)

How much traffic your detail pages are receiving and how well it converts — with a direct year-over-year comparison.

Key metrics:

• Page Views — Total product detail page visits for the period, alongside the same period one year ago.

• Conversion Rate — Units Ordered ÷ Page Views (%), shown for the current period and the same period one year ago.

Visualizations: Bar chart of Page Views vs. previous year with conversion rate as an overlay line for both the current and prior year.

Section 3 — KPI Scorecards (Main Metrics)

A grid of paired scorecards. Each shows the current period figure alongside a comparison value (either the previous period or the same period one year ago, depending on the Compare to filter).

• Total Sales — Total ordered product sales for the period.

• Organic Sales — Total Sales minus ad-attributed sales.

• Organic Sales Share — Organic Sales ÷ Total Sales (%).

• ACoS (Advertising Cost of Sales) — Ad Spend ÷ Ad Sales (%). Lower is more efficient.

• TACoS — Ad Spend ÷ Total Sales (%).

• Ad Spend — Total advertising expenditure.

• Conversion Rate (Total) — Units Ordered ÷ Page Views.

• Paid Conversion Rate — Ad-attributed units ÷ Ad clicks.

• Organic Conversion Rate — (Total Units − Ad-attributed Units) ÷ Page Views.

• Ad-Attributed Detail Page Views — Product detail page visits within a 14-day attribution window after an ad interaction.

• Buy Box Share — Average share of page views where your offer held the Buy Box, across matching ASINs.

• Ad Sales Share of Total Sales — Ad-attributed sales ÷ Total Sales (%). The complement of Organic Sales Share.

Note on in-progress periods: If you view a period that is still running (e.g. the current month on the 15th), the comparison value is matched to the same number of elapsed days — not the full prior period — so trends remain fair.

Section 4 — Winner ASINs (Total Sales)

The top 10 ASINs ranked by total ordered product sales, presented in two complementary tables.

Table 1 — Sales & Ad Efficiency: Product Title · ASIN · SKU · Marketplace · Total Sales + trend + share of portfolio · Paid Sales + trend + share of ad sales · Organic Sales + trend + share of organic sales · TACoS (SP + SD) + trend · ACoS (SP + SD) + trend · Ad Spend (SP + SD) + trend + share of ad spend.

Table 2 — Traffic & Conversion: Product Title · ASIN · SKU · Marketplace · Total Sales · CR Total / CR Ads / CR Organic + trend for each · Total Impressions / Organic Impressions + trend · CPM / Clicks / CPC / CTR + trend.

Note on advertising scope: Ad metrics in these tables cover Sponsored Products and Sponsored Display only. Sponsored Brands and DSP are excluded from the ASIN-level ad columns because Amazon does not attribute these formats at the ASIN level in the same way.

Section 5 — Winner Categories (Total Sales)

The same two-table structure as Winner ASINs, but rolled up to the category level. Use these to see which parts of your catalogue are driving (or dragging) the period rather than reading individual ASINs.

Columns mirror the ASIN tables exactly, with Category replacing Product Title / ASIN / SKU.

Section 6 — Advertising Reporting: Ad Sales / Ad Spend / ACoS (Trend Chart)

The top of the advertising block. Combined view of ad volume and efficiency over time.

Key metrics:

• Ad Sales (Paid) — Ad-attributed sales per period.

• Ad Spend — Total advertising expenditure per period.

• ACoS — Ad Spend ÷ Ad Sales (%).

Visualizations: Bar chart of Ad Sales and Ad Spend with ACoS overlaid as a line.

Section 7 — Advertising Reporting: Clicks & Paid Conversion Rate (Trend Chart)

Traffic-side view of advertising, with year-over-year comparison.

Key metrics:

• Clicks — Total ad clicks per period, current vs. prior year.

• Paid Conversion Rate — Ad-attributed units ÷ Clicks (%), current vs. prior year.

Visualizations: Bar chart of clicks vs. previous year with paid conversion rate as an overlay line for both years.

Section 8 — Advertising KPI Scorecards

Paired scorecards for the advertising funnel, each showing current period vs. comparison period.

• Ad Sales — Total ad-attributed sales.

• Ad Sales Share of Total Sales — Ad Sales ÷ Total Sales (%).

• ROAS (Return on Ad Spend) — Ad Sales ÷ Ad Spend. The inverse of ACoS (ROAS of 4× = ACoS of 25%).

• TACoS — Ad Spend ÷ Total Sales (%).

• Ad Spend — Total ad expenditure.

• CPO (Cost per Order) — Ad Spend ÷ Ad-attributed Units Ordered.

• Paid Conversion Rate — Ad-attributed Units ÷ Clicks.

• Impressions — Total ad impressions.

• Clicks — Total ad clicks.

• Attributed Units Ordered — Total ad-attributed units (within Amazon's standard attribution window).

• CTR (Click-Through Rate) — Clicks ÷ Impressions (%).

• CPC (Cost per Click) — Ad Spend ÷ Clicks.

• CPM (Cost per Mille) — (Ad Spend ÷ Impressions) × 1,000.

Section 9 — Ad Performance Summary by Marketplace

A consolidated table giving a one-row summary per marketplace, combining current performance, period-over-period trends, year-to-date totals, and goal/budget targets.

Columns shown: Marketplace · Ad Sales + trend · Revenue Goal · Ad Sales YTD + YTD trend · Ad Spend + trend · Total Budget · Ad Spend YTD + YTD trend · ACoS + trend · ROAS + trend · Ad Sales / Total Sales + trend.

Useful for monthly reviews where you need to read the advertising headline for each marketplace at a glance and compare pace against budget and revenue goal.

Section 10 — Winner ASINs (Paid Sales)

The top 10 ASINs ranked by ad-attributed sales rather than total sales. Two-table layout matching the Total Sales section, but ordering reveals which products advertising is genuinely moving the needle for.

Table 1 — Sales & Ad Efficiency mirrors the Total Sales version. Table 2 — Traffic & Conversion additionally exposes Impressions Ads (paid impressions specifically) and ROAS per ASIN.

As with the Total Sales section, ad figures cover Sponsored Products and Sponsored Display only; DSP is excluded.

Section 11 — Winner Categories (Paid Sales)

Same two-table structure as Winner ASINs (Paid Sales), rolled up to category.

Section 12 — Winner Campaigns (Paid Sales)

The top 20 ad campaigns ranked by ad-attributed sales, in two tables.

Table 1 — Ad Performance: Campaign · Campaign ID · Marketplace · Ad Sales + trend + share · TACoS + trend · ACoS + trend · Ad Spend + trend + share.

Table 2 — Traffic & Conversion: Campaign · Campaign ID · Marketplace · Ad Sales · CR Ads + trend · Impressions Ads + trend · CPM · Clicks + trend · CPC + trend · CTR + trend · ROAS + trend.

DSP campaigns are excluded from this view.

Section 13 — Top 10 Best Selling Keywords

The top 10 keywords by ad-attributed sales across Sponsored Products (broad, exact, phrase) and Sponsored Brands campaigns.

Columns shown: Keyword · Marketplace · Ad Sales + trend · ACoS + trend · Ad Spend + trend · Impressions + trend · Clicks + trend · CTR + trend · CR Ads + trend.

Note: Only keyword targets are included — ASIN and category targeting terms are excluded. Sponsored Brands units are not part of the conversion rate calculation because Amazon does not provide unit-level attribution for SB at the keyword level.

Section 14 — Historic Data

A period-by-period table showing the core Seller Central KPIs as a time series. Use this to read the trend in numbers rather than charts.

Columns shown: Report Date · Ordered Product Sales + trend · Units Ordered + trend · Page Views + trend · Conversion Rate + trend · Buy Box Share.

The table covers up to 12 weeks/months for weekly/monthly views, 8 quarters for quarterly, and available years for yearly.

Available Filters

Filter interaction notes

• Subcategory depends on Category. Selecting Categories narrows the available Subcategory values. If no Category is selected, all subcategories are available.

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

• Scope auto-adjusts based on filters. When no Category, Subcategory, Brand, or Tag filter is active, advertising metrics use account-level totals from Amazon's ad reporting. When any of those filters is active, advertising metrics switch to ASIN-level attributed figures for matching products only. This is the most efficient match available but can produce small differences vs. account-level totals because not all ad spend attributes to specific ASINs.

• Compare to switches every "Trend" column and the comparison row of every KPI scorecard simultaneously between Previous Period and Previous Year.

• Advertising Type affects only the advertising sections. Sponsored Ads limits to Sponsored Products, Sponsored Brands, and Sponsored Display; All Advertising additionally includes DSP where relevant. ASIN-level and category-level Winner tables always limit ad figures to Sponsored Products + Sponsored Display regardless of this setting.

• Keyword Marketplace applies specifically to the keyword-based parts of the dashboard. It lets you restrict keyword analysis to one marketplace independently of the main Marketplace filter — useful when you run different keyword strategies per market.

• Tag vs. ASIN Auto Tag are independent and can be combined — Tag is your manually maintained labels, ASIN Auto Tag is system-generated.

Use Cases

1 — Monthly Seller Central business review

You want to walk leadership through last month's performance.

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

• Read the Total Sales, Organic Sales, and Organic Sales Share scorecards for the headline.

• Drop down to the Page Views & Conversion Rate chart to see whether changes were driven by traffic or conversion.

• Use Winner ASINs (Total Sales) to call out the three biggest movers, then Winner Categories (Total Sales) for the category narrative.

• Close with the Ad Performance Summary by Marketplace to show paid contribution and pace against revenue goal and budget.

2 — Detecting an organic-vs-paid imbalance

You suspect you are becoming too dependent on advertising.

• Open the Organic vs. Paid Sales trend chart and watch the green/blue mix over the last 6–12 periods.

• Read TACoS trend in the same chart — rising TACoS at flat total sales means you are spending more to hold the same revenue.

• Check Organic Sales Share scorecard year-over-year — if it is falling, organic strength is eroding.

• Use Winner ASINs (Paid Sales) to identify which products carry the most ad dependency and prioritise those for organic interventions (content, ratings, keyword ranking).

3 — Buy Box health check

You suspect Buy Box loss is dragging conversion on some ASINs.

• Read the Buy Box Share KPI scorecard for the portfolio-wide average.

• Open Winner ASINs (Total Sales) Table 2 and look down the CR Total trend column for ASINs with declining conversion.

• For products with falling conversion and low total Buy Box share at portfolio level, suspect competitive Buy Box pressure rather than a listing problem.

• The Historic Data table at the bottom lets you read Buy Box Share period-by-period to spot when the issue started.

4 — Advertising efficiency review

You want to know whether ad spend is paying off this period.

• Set Advertising Type = All Advertising (or Sponsored Ads if reviewing those in isolation), Compare to = Previous Period.

• Read Ad Spend / Ad Sales / ACoS / ROAS / CPC / CPO / CTR / CPM in the advertising scorecard grid.

• Use Ad Sales / Ad Spend / ACoS trend chart to see whether efficiency is improving or deteriorating over time.

• Drop into Winner Campaigns (Paid Sales) to identify campaigns to scale up, optimise, or pause.

• Cross-check Top 10 Best Selling Keywords for keyword-level bidding opportunities — use the Keyword Marketplace filter to focus on one market.

5 — Category-level investment decisions

You want to know which parts of the catalogue to invest in.

• Open Winner Categories (Total Sales) for organic and total performance, then Winner Categories (Paid Sales) for advertising contribution.

• Compare TACoS by category — if one category has a much higher TACoS at similar revenue, organic demand is weaker there and you may be over-relying on ads.

• Use the Organic Sales + share column to identify categories with strong organic momentum worth doubling down on.

• Cross-reference traffic and conversion in Table 2 — high traffic with low conversion is a content/pricing problem, not a visibility problem.

Limitations & Notes

• Data scope: Amazon Seller Central only. This dashboard covers Seller (3P) data. Vendor Central (1P) sales, inventory, and advertising are not included — use the Vendor Business Summary for those.

• Ad scope on ASIN/Category tables. Ad figures in the Winner ASINs / Winner Categories tables (both Total Sales and Paid Sales versions) cover Sponsored Products and Sponsored Display only. Sponsored Brands and DSP are excluded from these views because Amazon does not provide consistent ASIN-level attribution for those formats. The KPI scorecards and marketplace summary table do include all formats covered by the Advertising Type filter.

• Account-level vs. ASIN-level scope. When no Category, Subcategory, Brand, or Tag filter is applied, ad metrics use account-level totals from Amazon's ad reports. When any of these filters is applied, metrics switch to ASIN-level attributed figures. Small discrepancies between filtered and unfiltered views are expected because not all ad activity attributes cleanly to specific ASINs.

• In-progress periods are date-matched. When you view a period that has not yet closed, the comparison figure is calculated against the same number of elapsed days in the comparison period (not the full period). This keeps growth percentages fair but means the comparison value will differ from what you would see for the full closed period later.

• Organic Sales is a derived metric. Organic = Total Sales − Ad-Attributed Sales. Because ad attribution covers a 7- or 14-day window after a click, some sales the customer would have made organically anyway are still counted as "paid" by Amazon. The organic figure is therefore conservative.

• Currency conversion. All monetary KPIs use the annual exchange rate for the report year of each period. This allows fair multi-year trend comparison but may produce small differences vs. marketplaces' native-currency views.

• Buy Box Share is averaged across matching ASINs for the period. Individual ASINs with very high or very low share can skew the portfolio average — check the ASIN-level tables for a fairer read on specific products.

• Top 10 Best Selling Keywords excludes ASIN-target and category-target campaigns; only true keyword targets are shown. Sponsored Brands conversion rate is not available at keyword level.

• Ignored ASINs. ASINs flagged as ignored in your Catalog configuration are excluded from every section of this dashboard.