The Products page, column by column
Products (under the Products menu) lists every SKU of the store for a date range (default: the last 30 store-local days). A SKU appears if it has a listing, sold something, or was advertised. Listings Amazon marks Inactive (it does this to out-of-stock FBA products) still appear. Only Removed listings are hidden.
Column groups
| Group | Columns and how they are calculated |
|---|---|
| ASIN Library | ASIN, title, image, status, product group, category, sub-category and TACOS threshold from your ASIN Library. Blank for a SKU the library does not list. |
| Orders | Sales, units, orders and average price from Seller Central orders (cancelled left out). Units · 7 days and Units · 30 days count the days ending on the range's last day. |
| Traffic | Sessions and Conversion % of the SKU's ASIN over the loaded days. SKUs sharing an ASIN show the same numbers, so these are not added up. See Sales & Traffic. |
| Sponsored Products | Ad cost, ad sales, impressions, clicks, CTR, CPC, ACOS, TACOS, % organic, CPA. |
| Profitability | Margin %, Net profit, refunds (Refunded units, Refunds, Refund rate), Returns (Returned units, Return rate, Top return reason) and Break-even ACOS. See Profit, margin and break-even ACOS. |
| Repeat purchase | Repeat customers, Repeat revenue and Repeat revenue %, from Brand Analytics' Repeat Purchase report for one month or quarter named under the table (see Repeat purchase). Needs Brand Registry. |
| Brand Analytics (search) | Search impressions, clicks, cart adds, add-to-cart rate, Conv. rate and Cost / cart add, from fully loaded weeks. |
| Inventory | Stock status, days of cover, inbound, restock quantity and Pause ads. See Inventory, days of cover and restock. |
How the main ratios work
- Ad sales are this SKU's own attributed sales; ACOS is ad cost ÷ the ad's 7-day total sales (the Ads console figure).
- TACOS and % organic use sales only up to the last day with ad data, so a lagging import cannot flatter them. See How TACOS, ACOS and % Organic are calculated.
- CPA (cost per acquisition) is ad cost ÷ every order up to the last ad day, organic ones included.
- Conv. rate here is the SKU's Seller Central orders on the loaded Brand Analytics weeks' days ÷ cart adds, the cart-to-order ratio. It is not the ad conversion rate shown on Performance.
- Cost / cart add is ad cost of the loaded weeks ÷ their cart adds, so both sides cover the same days.
- A ratio is blank when its denominator is zero or the data is not loaded.
Filtering, sorting and the totals row
Search by SKU, ASIN or title. Filter by category then sub-category, product group, "With sales or ad spend", "Over TACOS threshold", a traffic, stock or Returns concentrated signal (also reached from the dashboard's View all and View returns links). A SKU where at least 40% of the last 30 days' returned units share one product-related reason (with at least 5 returned units) gets a "Returns: <reason>" tag next to its SKU. Under the headers, column filters take "contains" for text and min/max for numbers. Click any header to sort. The totals row adds up the summable columns for every SKU your filters keep, not just the visible page.
TACOS is a coloured pill: green within the SKU's threshold, amber over it. Rows over their threshold are tinted. Hover a header for its definition.
The SKU popup
Click a SKU to open its charts. Below them the popup shows a Keywords table: the search queries that reached this product in a Brand Analytics week, month or quarter (you pick the period; the Products date range does not apply), with the same columns as Keyword Analytics → By Product, and a keyword's history when you click it. It can also show Returns (the reasons customers gave) and Frequently bought with, the products ordered together with this one (see Frequently bought with).
Hide columns
Columns hides any column. Your choice is saved for you and follows you across devices.
Still stuck? Ask us from the chat bubble in the corner of the page. Tell us the store, the page and the date range.