Reference
Overview
How the business is doing right now, and over the period you choose — today, the trend, and how each product and marketplace is contributing to it.
Amazon fees
Every fee Amazon charged against the account in the period, added together — the same figure as Total Amazon fees on the Profit page.
Good: Read against the note beneath it, the fee rate as a share of revenue, rather than against zero — Amazon's fees are a fixed cost of selling on the platform, not a defect to eliminate.
From: profit_totals()['fees'] in public/inc/metrics.php, with the note built from ['fee_rate'] and, where some of the range has not finished being filed, the estimated share.
Average order value
Revenue divided by the number of orders that were not cancelled — what a typical order was worth.
Good: Read beside the average selling price shown beneath it — the gap between the two is basket size, more than one unit bought per order.
From: sales_totals()['aov'] in public/inc/metrics.php: revenue ÷ orders, excluding cancellations.
Buy Box share
The account-wide average share of sessions where your own listing held the Buy Box, across every product and marketplace in the period.
Good: No fixed "good" percentage — it depends on how much competition exists on each listing. Watch it against your own trend, shown by the page views figure beside it for scale.
From: traffic_totals()['buy_box'] in public/inc/metrics.php.
Conv. orders
How many of a product's sessions turned into an order — counted by order, so buying three of the same thing in one order still counts once.
Good: Read beside Conv. units rather than alone: the gap between the two is basket size, and there is no single conversion rate that is simply "good" across products.
From: traffic_totals()/traffic_by_asin() in public/inc/metrics.php: order items ÷ sessions × 100 — Amazon's own "Order Item Session Percentage".
Conv. units
How many of a product's sessions resulted in at least one unit being bought — counted by unit sold, not by order placed.
Good: Usually close to Conv. orders; a widening gap says customers are buying multiples per order, not that one figure is wrong.
From: traffic_totals()/traffic_by_asin(): units ordered ÷ sessions × 100 — Amazon's own "Unit Session Percentage".
Conversion rate
The account-wide version of Conv. units — the share of every session across the business that ended in a unit being ordered.
Good: No fixed target — watch it against your own trend, and against the order-based rate shown beside it in the same tile.
From: traffic_totals()['conversion'] in public/inc/metrics.php.
Last year
Revenue for the same calendar period, one year earlier, lined up against this row so growth or decline is visible period by period.
Good: Not a bar to clear — a comparison point. Only shown when the selected range is a year or less, so it is never stretched to overlap itself.
From: yoy_series()['previous'] in public/inc/metrics.php.
Marketplace
Which Amazon storefront (Amazon.com, Amazon.co.uk, and so on) the order or session happened on.
Good: A label, not a figure — nothing here to be higher or lower.
From: the order's own sales_channel.
Net after fees
What is left of revenue after Amazon's own fees — this tile is called this only while cost of goods or advertising is still not known well enough to subtract.
Good: Compare with the prior period, shown on the badge beside it. Once cost of goods and advertising are both configured the same tile relabels itself Net profit rather than continuing to imply this was the whole picture.
From: profit_totals()['net'] in public/inc/metrics.php, labelled by net_label().
Net profit
What is left of revenue once Amazon's fees, cost of goods and advertising are all subtracted — shown under this name only once every one of the three is actually known.
Good: Compare with the prior period, shown on the badge beside it, rather than against zero — a business can be net-profit-positive and still not be covering its own overhead. See the Contribution page for that bar.
From: profit_totals()['net'], labelled by net_label() once cost of goods and advertising are both configured.
Order
Amazon's own order number for that purchase.
Good: An identifier, not a figure — useful for looking an order up, not for judging it.
From: orders.amazon_order_id.
Ordered product sales
Everything buyers were charged for the products themselves in the period, counted the moment the order was placed — not shipping or gift wrap, and not reduced for a cancellation that has not happened yet.
Good: Compare with the prior period of the same length, shown on the badge beside it.
From: sales_totals()['revenue'] in public/inc/metrics.php: order-side, item price less promotional discount, converted to USD.
Orders
The number of distinct orders placed in the period.
Good: Watched alongside revenue and units — a rising order count with flat units usually means more, smaller baskets.
From: sales_totals()['orders'], a count of distinct amazon_order_id values.
Period
Which day, week, month or quarter a row of the trend table covers, depending on the granularity chosen above the chart.
Good: A label for the row, not a figure.
From: the bucket boundary computed for the chosen granularity.
Product
The item the row is about — its listing image, title, ASIN and SKU.
Good: Not a figure — an identifier for everything else on the row.
From: the product catalogue, joined to the order or fee row by ASIN or SKU.
Projected sales
Where a moving average of the account's own sales history points forward — not a measurement of anything that happened, an estimate built by smoothing the recent trend and extending it. Shown on the "Where the trend points" card below the revenue chart, always as a dashed line, and only once there is enough history to support one.
Good: Not a target and not a figure to compare against anything else — this is the one figure on the application that says of itself it is an estimate from the account's own past rather than a measurement. The sentence under the chart names the averaging window, how many complete periods it drew on, and how far forward it runs; read that before trusting the number. A companion projected profit line draws the same way once Amazon has filed enough fees to support one — the same sentence says so when it has not.
From: projection_series() in public/inc/metrics.php: a trailing moving average of revenue_series(), fitted with a least-squares line and extended forward, capped at ninety days. Refuses outright — no line, no figure — when the account's history is too short to carry the claim. Feeds nothing else in the application: no alert, no target verdict, no fact the model can cite.
Qty
How many units that order line was for.
Good: Not a figure to judge on its own.
From: orders.quantity.
Revenue
What buyers paid, converted to USD.
Good: Compare with the prior period of the same length, or with the same period last year where that overlay is shown.
From: order-side figures built from orders.item_price less promotional discount — see sales_totals() and by_product() in public/inc/metrics.php.
Revenue so far
What has sold today, up to the moment the data was last refreshed — a part-finished day, not a full one.
Good: Compared against a baseline built from the same point in an average of recent days, shown on the badge beside it — never against a full day's figure, which would always look like a shortfall.
From: today_totals() in public/inc/metrics.php.
Sessions
How many times a shopper visited a product's listing page, from Amazon's own Sales & Traffic report.
Good: A volume figure — read alongside conversion rate to see whether visits are turning into sales, not on its own.
From: traffic_totals()/traffic_by_asin(), summed from sales_traffic_daily.
Share
What portion of total revenue this row — a marketplace, or a product — accounts for.
Good: Shares across a chart or table always add to 100%; a single share is worth reading beside the others, not against a fixed number.
From: this row's revenue divided by the total shown, e.g. by_channel() or by_product() in public/inc/metrics.php.
Ships to
The state or region and country the order is being shipped to.
Good: Not a figure to judge.
From: orders.ship_state and orders.ship_country.
Status
Where the order stands with Amazon — most commonly Shipped, Pending or Cancelled.
Good: Not a figure — Pending simply means Amazon has not finished processing it yet, and could still cancel it.
From: orders.order_status.
Units
How many individual items were ordered.
Good: Compare with revenue: units rising faster than revenue usually means selling more at a lower average price.
From: SUM(orders.quantity), e.g. in sales_totals().
Units ordered
The account-wide total number of units ordered in the period — the same units figure as the KPI tile beside revenue.
Good: Compare with the prior period, shown on the badge beside it.
From: sales_totals()['units'].
Value
What that one order line sold for, in USD, with the original currency and amount shown underneath when it was not already in USD.
Good: Not a figure to judge in isolation — a single order line.
From: orders.item_price converted to USD, plus the native item_price and currency.