🏬 Using the Vendor Business Summary

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

Overview

The Vendor Business Summary is the top-level health check for your Amazon Vendor Central business. It pulls together retail performance (ordered and shipped revenue), traffic and conversion, profitability, Buy Box ownership, product-level performance, and advertising — all on one page, with consistent period-over-period and year-over-year comparisons.

It is designed for vendor managers, brand managers, and account leads who need a single screen to answer: "How is the business doing this week / month / quarter compared to before, 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 on the page updates together.

What You Can See on This Dashboard

The dashboard is organised top-to-bottom in three blocks: Retail Summary, Product & Category Performance, and Advertising Summary. Inside each block, sections follow the same pattern — KPI scorecards at the top, then trend chart + month-by-month trend table below.

Section 1 — Retail Summary: Ordered Revenue

The opening block on retail demand: what customers ordered on Amazon in the selected period, with comparisons to year-to-date, last year, and a unit view alongside.

Key metrics:

• Ordered Revenue — total customer-facing value of orders placed on Amazon for the selected period, in the chosen currency.

• Ordered Revenue YTD — same metric, accumulated from January 1st of the current year.

• Ordered Revenue LY — the same period one year ago, for like-for-like comparison.

• Ordered Units — total number of units ordered.

• Ordered Units YTD — units ordered, cumulative from January 1st.

• Ordered Units LY — units ordered in the equivalent period one year ago.

• TACoS (Total Advertising Cost of Sales) — total ad spend divided by total revenue. Tells you what share of every euro of sales was paid for through advertising. Lower is better.

Visualizations:

• Ordered Revenue vs Previous Year — bar chart of revenue by week/month/quarter/year (depending on the Reporting Range filter) with previous-year bars overlaid for direct comparison.

• Trend per Month — table listing each period in the range with Ordered Revenue, period-over-period trend (PP), and year-over-year trend (YoY).

Section 2 — Retail Summary: Net Received Revenue

This is the wholesale side of the equation — what Amazon actually purchased from you and what is sitting in their warehouse. Important for sell-in tracking and inventory health.

Key metrics:

• Net Received Revenue — value of inventory Amazon received from you (net of returns) in the selected period.

• Net Received Revenue YTD — cumulative since January 1st.

• Net Received Revenue FPY (Full Previous Year) — total value for the same period last year, for an annual comparison.

• Sellable on Hand Units — units currently in Amazon's warehouses that are sellable.

• Forecasted Units Next 4w (mean) — Amazon's forecast of expected unit demand for the next 4 weeks.

• Open Purchase Order Units — units on POs that Amazon has issued but not yet received.

• Vendor Confirmation Rate — percentage of PO units you have confirmed back to Amazon. A leading indicator of fulfilment risk.

Visualizations:

• Net Received Revenue vs Previous Year — bar chart by period with prior-year overlay.

• Net Received Revenue Trend per Month — table with Date, Net Received Revenue, and PP / YoY trend columns.

Section 3 — Traffic and Conversion

How much attention your detail pages are getting, and how well that attention is turning into orders.

Key metrics:

• Conversion Rate (Total) — Ordered Units ÷ Glance Views for the selected period.

• Conversion Rate YTD — same metric, year-to-date.

• Conversion Rate FPY — same metric for the same period last year.

• Glance Views — number of times your product detail pages were viewed on Amazon.

• Glance Views YTD — cumulative since January 1st.

• Glance Views FPY — equivalent figure from the same period last year.

Visualizations:

• Glance Views vs Previous Year + Conversion Rate — combined bar/line chart showing traffic volume against last year plus the conversion-rate trend.

• Trend per Month — table with Glance Views and Conversion Rate side-by-side, each with PP and YoY trend indicators.

Section 4 — Net PPM (Profitability)

A view of your Net Pure Product Margin — Amazon's profitability measure for your assortment, after deducting the costs Amazon books against your product (co-op, returns, freight, etc.). This is the number Amazon's vendor managers care about during negotiations.

Key metrics:

• Net PPM — Net Pure Product Margin for the selected period (as %).

• Net PPM FPY — equivalent margin for the same period one year ago.

Visualizations:

• Net PPM vs Previous Year — line chart of margin over time vs prior year.

• Trend per Month — table with Date, Net PPM, period-over-period and year-over-year delta.

Section 5 — Buy Box

Tracks who is actually winning the "Add to Cart" button on your ASINs. Important when third-party sellers compete with you on your own listings.

Key metrics:

• Number of Sellers — count of distinct sellers currently competing on your ASINs.

• Average Rating — average customer rating across the relevant ASINs.

Visualizations:

• Top 5 Buy Box Owners Over Time — line chart showing how the top five sellers' Buy Box share has evolved.

• Top 10 Buy Box Owners — pie chart of current Buy Box ownership split across the top ten sellers.

Section 6 — Top 20 ASINs (Total Sales)

Your best-performing products in the selected period, ranked by Total Sales, with all the key operating metrics for each.

Columns shown: Picture · Product Title · ASIN · SKU · Marketplace · Total Sales (current, FPY, YTD, with trends) · Glance Views + trend · Conversion Rate + trend · Net PPM + trend · Ordered Units · Sellable on Hand Units · Ad Sales + trend · Ad Spend + trend · TACoS + trend · Run Rate (Days).

Section 7 — Bottom 20 ASINs (Total Sales)

Same metrics and columns as Top 20, but ranked from the bottom up. Use this to spot underperformers, deletion candidates, or ASINs where a sudden drop needs attention.

Section 8 — Top 20 Categories / Sub-Categories (Total Sales)

The same metric set as the ASIN-level tables, rolled up to category (or sub-category, depending on the Category Identifier filter). Lets you see at a glance which parts of your assortment are driving — or dragging — the period.

Columns shown: Category · Marketplace · Total Sales (current, FPY, YTD, with trends) · Glance Views + trend · Conversion Rate + trend · Net PPM + trend · Ordered Units · Sellable on Hand Units · Ad Sales + trend · Ad Spend + trend · TACoS + trend.

Section 9 — Advertising Summary: Ad Sales & Spend

The top of the advertising block. Shows headline ad performance for the advertising type selected (Sponsored Ads or DSP).

Key metrics:

• Ad Spend — total amount spent on Amazon advertising in the period.

• Ad Sales — revenue attributed to advertising.

• ACoS (Advertising Cost of Sales) — ad spend ÷ ad-attributed sales (%). Lower is more efficient.

• CPC (Cost Per Click) — average cost per click on your ads.

• CPO (Cost Per Order) — average cost per ad-attributed order.

• Attributed Units Ordered — units sold as a result of ad clicks.

Visualizations:

• Ad Sales, Ad Spend, ACoS over time — combined bar/line chart showing the three KPIs across the selected periods.

• Ad Spend & Sales by Campaign Type — table broken down by campaign type (Sponsored Products, Sponsored Brands, Sponsored Display, DSP line items) with rank, spend, sales, share of total, and ROAS.

• Ad Spend & Sales by Targeting Type — table broken down by targeting type (e.g. keyword, product, automatic) with spend, sales, ROAS and their trends.

Section 10 — Ad Traffic & Conversion

The funnel view of advertising — from impressions through clicks to paid orders.

Key metrics:

• Impressions — number of times your ads were displayed.

• Clicks — number of times shoppers clicked on your ads.

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

• Paid Conversion Rate — share of ad clicks that converted into orders.

• eCPM (effective Cost per Mille) — cost per 1,000 ad impressions.

• Ad Spend — recapped here alongside the traffic metrics for context.

Visualizations:

• Clicks vs Previous Year + Paid Conversion Rate — combined chart showing click volume against last year alongside the conversion-rate trend.

Section 11 — Top 20 ASINs (Ad Sales)

The best-performing products in advertising for the selected period.

Columns shown: Product Title · ASIN · SKU · Marketplace · Ad Sales + trend + share of total · Ad Spend + trend + share of total · ROAS + trend · ACoS + trend · Attributed Units Ordered.

Section 12 — Top Campaigns (Ad Sales)

Campaign-level ranking of advertising performance.

Columns shown: Campaign · Campaign ID · Campaign Type · Marketplace · Ad Sales + trend + share · Ad Spend + trend + share · ROAS + trend · ACoS + trend · CPC + trend · CPO + trend · Attributed Units Ordered.

Section 13 — Top Categories / Sub-Categories (Ad Sales)

Same advertising metric set rolled up to category (or sub-category, per the Category Identifier filter).

Columns shown: Category · Marketplace · Ad Sales + trend + share · Ad Spend + trend + share · ROAS + trend · ACoS + trend · CPC + trend · CPO + trend · Attributed Units Ordered.

Available Filters

Filter interaction notes

• Sales View depends on Distributor View. If Distributor View is set to Manufacturing, Sales View offers Ordered Revenue, Shipped Revenue, and Shipped COGS. If Distributor View is set to Sourcing, Sales View offers only Shipped Revenue and Shipped COGS (Ordered Revenue does not exist for the Sourcing model).

• Subcategory depends on Category. Selecting one or more Categories narrows the Subcategory list to only the values that belong to those Categories. If no Category is selected, all subcategories are available.

• Reporting Range and Period work together. Switching Reporting Range (e.g. Monthly → Quarterly) will change which values appear in the Period dropdown.

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

• Compare to changes every "Trend" / "vs Previous Year" bar and column on the page simultaneously. The Year-over-Year (YoY) columns in trend tables always show YoY regardless of this setting; only the "Previous" comparison columns and the trend bars switch.

Use Cases

1 — Monthly business review

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

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

• Read the Retail Summary – Ordered Revenue KPI cards (top of page) for the headline number vs last year.

• Drop down to Traffic and Conversion to see whether changes were driven by traffic (Glance Views) or conversion.

• Use the Top 20 ASINs (Total Sales) table to call out the three biggest movers, then Top 20 Categories (Total Sales) for the category narrative.

• Close with the Advertising Summary to show how much advertising contributed (TACoS appears in the top KPI row of the Retail block).

2 — Finding underperforming products

You suspect some ASINs are dragging down the period.

• Keep the global filters at your usual setting, set Compare to = Previous Year.

• Open Bottom 20 ASINs (Total Sales) and sort visually by the Trend column.

• For each underperformer, check: is Glance Views down (traffic problem) or is Conversion Rate down (listing / pricing / Buy Box problem)?

• Cross-check the Buy Box section — if Buy Box ownership has shifted to a third-party seller, that explains lost sales without needing to fix the listing itself.

3 — Inventory and PO health check

You need to make sure Amazon will not run out of stock.

• Look at Sellable on Hand Units and Forecasted Units Next 4w in the Net Received Revenue KPI row.

• If forecast > on-hand, check Open Purchase Order Units to see if Amazon has POs in flight.

• Check Vendor Confirmation Rate — a low number means your team hasn't confirmed POs, which puts shipment timing at risk.

• Drop into Top 20 ASINs (Total Sales) and scan the Run Rate (Days) column for the products most at risk of stocking out.

4 — Advertising efficiency review

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

• Set Advertising Type = Sponsored Ads (or DSP if reviewing DSP separately), Compare to = Previous Period.

• Read Ad Spend / Ad Sales / ACoS / CPC / CPO at the top of the Advertising Summary block.

• Use Ad Spend & Sales by Campaign Type to see which campaign types are over- or under-pulling their weight; use Ad Spend & Sales by Targeting Type to identify whether automatic or manual targeting is more efficient.

• Drop into Top Campaigns (Ad Sales) for individual campaigns to scale up or pause.

• Cross-check Top 20 ASINs (Ad Sales) for product-level ROAS outliers.

5 — Category-level strategic review

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

• Set Category Identifier = Category for a top-level view, then re-run with Sub-Category for a deeper cut.

• Read Top 20 Categories (Total Sales) for organic performance and Top Categories (Ad Sales) for advertising contribution side by side.

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

• Use Net PPM to see which categories are most profitable — high revenue at low margin is not always worth chasing.

Limitations & Notes

• Data scope: Amazon Vendor Central only. This dashboard covers vendor (1P) data. Seller Central (3P) sales, inventory, and advertising are not included.

• Two distributor models supported. Manufacturing and Sourcing. Combined views require running the dashboard twice (once per distributor view); the dashboard does not aggregate across both at once.

• Currency conversion. All monetary KPIs are displayed in the currency selected in the Currency filter. Conversion uses the rates loaded into the system; historical figures are converted at the rate stored at the time of the underlying transaction, so changing the currency filter may produce small differences vs. the marketplace's native currency view.

• Net PPM availability. Net PPM is only populated where Amazon reports it; for very new ASINs or some marketplaces the figure may be blank or partial for the most recent periods.

• Buy Box data. The Top 5 / Top 10 Buy Box charts reflect tracked snapshots of Buy Box ownership; very short-lived Buy Box wins between snapshots may not be captured.

• Advertising Type is single-select. Sponsored Ads and DSP cannot be combined into one view — the advertising sections show one or the other.

• YTD vs FPY definitions.YTD = year-to-date, cumulative from January 1st of the current year. LY / FPY = the same period (or full prior year, where labelled FPY) one calendar year ago.

• Trend columns. "Trend PP" compares to the previous equivalent period; "Trend YoY" compares to the same period one year ago — both are always shown in the trend tables regardless of the Compare to setting.

• Category-level tables are driven by Amazon's reported categories for the ASIN; if Amazon recategorises an ASIN mid-period, historical category roll-ups may shift.