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KPI Explorer ​

The KPI Explorer documents 202 metrics from the current sellerfox dashboard views. Each entry lists the exact name, code, unit, and data type. The catalog also shows the formula where available.

KPI catalog ​

Data type:

Buy Box RatebbPCalcPercent

Percentage of B2C and B2B page views where your product appeared as the featured offer behind the Add to Cart button on the detail page.

CVRconvrPercent

Number of orders relative to the number of sessions.

Formula =Orders/Sessions
FeedbackfrCount

Total number of seller feedback entries received.

Feedback RatefrrPercentLower values are better

Number of seller feedback entries received relative to the number of orders.

Formula =Feedback/Orders
Neg. FeedbacknfrCountLower values are better

Total number of negative seller feedback entries received with one or two stars.

Sales (Total)opsCurrency

Value of B2C and B2B product sales ordered during the selected period, calculated as the order-item price multiplied by the number of units sold.

Sales (B2B)opsB2BCurrency

Value of B2B product sales ordered during the selected period, calculated as the order-item price multiplied by the number of units sold.

Sales (B2C)opsB2CCurrency

Value of B2C product sales ordered during the selected period, calculated as the order-item price multiplied by the number of units sold.

Formula =Sales (Total)−Sales (B2B)
Page ViewspvCount

Number of visits to your Amazon product pages during the selected period.

Page Views BrowserbpvCount

Number of B2C and B2B visits to your Amazon product pages from a browser during the selected period.

Page Views Mobile AppmapvCount

Number of B2C and B2B visits to your Amazon product pages from the Amazon mobile app during the selected period.

Page Views (B2B)pvB2BCount

Number of visits to your Amazon product pages by B2B users during the selected period.

SessionssesCount

Sum of B2C and B2B sessions. A session is one user's activity on your Amazon product pages within a 24-hour period.

Sessions BrowserbsCount

B2C and B2B sessions that started in a browser. A session includes all activity on your Amazon product pages within a 24-hour period.

Sessions Mobile AppmasCount

B2C and B2B sessions that started in the Amazon mobile app. A session includes all activity on your Amazon product pages within a 24-hour period.

Sessions (B2B)sesB2BCount

Sessions from B2B users. A session includes one user's activity on your Amazon product pages within a 24-hour period.

Sessions (B2B) %sesB2BSharePercent

Percentage of all sessions that came from B2B users. A session includes one user's activity on your Amazon product pages within a 24-hour period.

Formula =Sessions (B2B)/Sessions
Sessions (B2C) %sesB2CSharePercent

Percentage of all sessions that came from B2C users. A session includes one user's activity on your Amazon product pages within a 24-hour period.

Formula =Sessions (B2C)/Sessions
OrderstoiCount

Total number of order items placed by B2C and B2B customers during the selected period.

Orders (B2B)toiB2BCount

Total number of order items placed by B2B customers during the selected period.

UnitsuoCount

Number of units ordered by B2C and B2B customers.

Units (B2B)uoB2BCount

Number of units ordered by B2B customers.

RefundsurCountLower values are better

Number of refunded units.

ACOS (Ads)adsAcos14dPercentLower values are better

Advertising cost of sales across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Adspend (Ads)/Sales (Ads)
AOV (Ads)adsAov14dCurrency

Average order value across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Sales (Ads)/Orders (Ads)
CPO (Ads)adsCpo14dCurrencyLower values are better

Average cost per order across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Adspend (Ads)/Orders (Ads)
CVR (Ads)adsCvr14dPercent

Conversion rate across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Orders (Ads)/Clicks (Ads)
Orders (Ads)adsOrd14dCount

Ad-attributed orders across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Orders 7D (SP)+Orders 14D (SD)+Orders 14D (SB)
ROAS (Ads)adsRoas14dCount

Return on ad spend across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Sales (Ads)/Adspend (Ads)
Sales (Ads)adsSa14dCurrency

Ad-attributed sales across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Sales 7D (SP)+Sales 14D (SD)+Sales 14D (SB)
Sales Share (Ads)adsSaShare14dPercentLower values are better

Ad-attributed sales as a percentage of total sales across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Sales (Ads)/Sales (Total)
Adspend (Ads)adsSpCurrency

Total ad spend across Sponsored Products, Sponsored Brands, Sponsored Brands Video, and Sponsored Display.

Units (Ads)adsUs14dCount

Ad-attributed units sold across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Units 7D (SP)+Units 14D (SD)+Units 14D (SB)
Units Share (Ads)adsUsShare14dPercentLower values are better

Ad-attributed units as a percentage of all units sold across all Amazon Ads channels. The calculation uses Amazon's default attribution window for each channel: 7 days for Sponsored Products and 14 days for Sponsored Brands and Sponsored Display.

Formula =Units (Ads)/Units

Sales 7D Same (SP)asss7dCurrency

Total value of Sponsored Products sales made within 7 days of an ad click where the purchased SKU matched the advertised SKU.

Brand Halo 7D (SP)bh7dPercent

Percentage of Sponsored Products ad sales made within 7 days of a click where the purchased SKU differed from the advertised SKU.

Clicks (SP)clCount

Total number of clicks on Sponsored Products ads.

Orders 14D (SP)pu14dCount

Number of Sponsored Products conversions attributed within 14 days of an ad click.

Orders 1D (SP)pu1dCount

Number of Sponsored Products conversions attributed within 1 day of an ad click.

Orders 30D (SP)pu30dCount

Number of Sponsored Products conversions attributed within 30 days of an ad click.

Orders 7D (SP)pu7dCount

Number of Sponsored Products conversions attributed within 7 days of an ad click.

Sales 14D (SP)sa14dCurrency

Total value of Sponsored Products sales made within 14 days of an ad click.

Sales 1D (SP)sa1dCurrency

Total value of Sponsored Products sales made within 1 day of an ad click.

Sales 30D (SP)sa30dCurrency

Total value of Sponsored Products sales made within 30 days of an ad click.

Sales 7D (SP)sa7dCurrency

Total value of Sponsored Products sales made within 7 days of an ad click.

Adspend (SP)spCurrency

Total cost of clicks on Sponsored Products ads.

Units 14D (SP)usc14dCount

Total number of units ordered from Sponsored Products ads within 14 days of an ad click.

Units 1D (SP)usc1dCount

Total number of units ordered from Sponsored Products ads within 1 day of an ad click.

Units 30D (SP)usc30dCount

Total number of units ordered from Sponsored Products ads within 30 days of an ad click.

Units 7D (SP)usc7dCount

Total number of units ordered from Sponsored Products ads within 7 days of an ad click.

Units 7D Same (SP)usss7dCount

Total number of units ordered within 7 days of a Sponsored Products ad click where the purchased SKU matched the advertised SKU.

Brand Searches (SD)sdBrSea14dCurrency

Number of searches that included your brand name within 14 days of an ad click.

Clicks (SD)sdClCount

Total number of clicks on Sponsored Display ads.

Adspend (SD)sdCoCurrency

Total cost of clicks on Sponsored Display ads.

Orders 14D (SD)sdConv14dCount

Number of Sponsored Display conversions attributed within 14 days of an ad click.

Views 14D (SD)sdDpv14dCount

Number of Sponsored Display detail page views attributed within 14 days of an ad click.

Sales 14D (SD)sdSa14dCurrency

Total value of Sponsored Display sales made within 14 days of an ad click.

Sales 14D NTB (SD)sdSaNew14dCurrency

Total value of Sponsored Display new-to-brand sales made within 14 days of an ad click.

Sales 14D NTB % (SD)sdSaNewShare14dPercent

New-to-brand share of Sponsored Display sales within 14 days of an ad click. The percentage display is currently scaled incorrectly: a share of 50% appears as 0.5%. To calculate the actual percentage, divide Sales 14D NTB (SD) by Sales 14D (SD) and multiply by 100.

Formula =Sales 14D NTB (SD)/Sales 14D (SD)
Sales 14D Same (SD)sdSass14dCurrency

Total value of Sponsored Display sales made within 14 days of an ad click where the purchased SKU matched the advertised SKU.

Units 14D (SD)sdUo14dCount

Total number of units ordered from Sponsored Display ads within 14 days of an ad click.

Brand Searches (SB)sbBrSea14dCount

Number of searches that included your brand name within 14 days of an ad click.

Clicks (SB)sbClCount

Total number of clicks on Sponsored Brands ads.

Adspend (SB)sbCoCurrency

Total cost of clicks on Sponsored Brands ads.

Orders 14D (SB)sbConv14dCount

Number of Sponsored Brands conversions attributed within 14 days of an ad click.

Views 14D (SB)sbPv14dCount

Number of detail page view conversions attributed within 14 days of a Sponsored Brands ad click.

Sales 14D (SB)sbSa14dCurrency

Total value of Sponsored Brands sales made within 14 days of an ad click.

Sales 14D Same (SB)sbSass14dCurrency

Total value of Sponsored Brands sales made within 14 days of an ad click where the purchased SKU matched the advertised SKU.

Units 14D (SB)sbUs14dCount

Number of units sold through Sponsored Brands within 14 days of an ad click.

Ranking organischrankingOrganicCountLower values are better

Average rank of your products among unpaid results during the selected period. In alert emails, webhook payloads, and MCP responses, the same KPI is labeled "Ranking organic (Ø)".

Ranking organisch (best)rankingOrganicBestCountLower values are better

Best, or lowest, organic rank of your products in the search results during the selected period. In alert emails, webhook payloads, and MCP responses, the same KPI is labeled "Ranking organic (best)".

Ranking totalrankingOverallCountLower values are better

Average rank of your products across all entries in page order, including ad placements and inserted product rows, during the selected period. In alert emails, webhook payloads, and MCP responses, the same KPI is labeled "Ranking total (Ø)".

Ranking total (best)rankingOverallBestCountLower values are better

Best, or lowest, overall rank of your products in the search results during the selected period. In alert emails, webhook payloads, and MCP responses, the same KPI is labeled "Ranking total (best)".

Ranking sponsoredrankingSponsoredCountLower values are better

Average rank of your products among ad placements during the selected period. In alert emails, webhook payloads, and MCP responses, the same KPI is labeled "Ranking sponsored (Ø)".

Ranking sponsored (best)rankingSponsoredBestCountLower values are better

Best, or lowest, sponsored rank of your products in the search results during the selected period. In alert emails, webhook payloads, and MCP responses, the same KPI is labeled "Ranking sponsored (best)".

ATCR Diff. ASIN (SQPR)sqAtcrAsinDiffPercent

Difference between your ASIN's add-to-cart rate and the market average for the search query. A positive value means the ASIN rate is above the market average; a negative value means the ASIN rate is below the market average.

Formula =ATCR ASIN (SQPR)−ATCR Market (SQPR)
Add To Carts ASIN (SQPR)sqCaAsinCount

Total number of add-to-cart actions for your ASIN from the search results for this query.

Clicks Market (SQPR)sqClCount

Total number of clicks on any ASIN from the search results for this query.

Clicks ASIN (SQPR)sqClAsinCount

Total number of clicks on your ASIN from the search results for this query.

CTR Diff. ASIN (SQPR)sqCtrAsinDiffPercent

Difference between your ASIN's click-through rate and the market average for the search query. A positive value means the ASIN rate is above the market average; a negative value means the ASIN rate is below the market average.

Formula =CTR ASIN (SQPR)−CTR Market (SQPR)
CVR Diff. ASIN (SQPR)sqCvrAsinDiffPercent

Difference between your ASIN's conversion rate and the market average for the search query. A positive value means the ASIN rate is above the market average; a negative value means the ASIN rate is below the market average.

Formula =CVR ASIN (SQPR)−CVR Market (SQPR)
Impressions ASIN (SQPR)sqImpAsinCount

Total number of impressions for your ASIN in the search results for this query.

Orders Market (SQPR)sqOrdCount

Total number of purchase actions for any ASIN from the search results for this query.

Orders ASIN (SQPR)sqOrdAsinCount

Total number of purchase actions for your ASIN from the search results for this query.

Search Volume (SQPR)sqQvCount

Number of times customers searched for the query during the selected reporting period.

Gross RevenueprofitGrossRevenueCurrency

Gross amount generated by an order before deductions; the top row of the Waterfall table. Gross Revenue consists of product revenue excluding VAT, VAT charged after discounts, the VAT share of a promotion discount, and buyer-paid shipping, minus any shipping promotion.

Product revenue excl. VATprofitProductRevenueExclVatCurrency

Part of Gross Revenue: revenue from the products themselves, excluding VAT.

VAT charged after discountprofitProductVatAfterDiscountCurrency

Part of Gross Revenue: VAT charged on the products after discounts are applied.

Promotion VAT discountprofitPromotionVatDiscountCurrency

Part of Gross Revenue: the VAT portion of a promotion discount.

Buyer-paid shippingprofitShippingRevenueCurrency

Part of Gross Revenue: shipping paid by the buyer.

Shipping promotionprofitShippingPromotionCurrency

Part of Gross Revenue and its only subtractive component: a shipping discount granted to the buyer.

VATprofitVatCurrencyLower values are better

VAT deducted from Gross Revenue; a deduction row in the Waterfall table.

Net RevenueprofitNetRevenueCurrency

Revenue after VAT is deducted from Gross Revenue. Net Revenue appears directly below the VAT row in the Waterfall table.

COGSprofitCogsCurrencyLower values are better

Cost of goods sold: your cost for the units sold; a deduction row in the Waterfall table.

Amazon FeesprofitAmazonFeesExclTaxCurrencyLower values are better

Amazon fees for the order, excluding tax.

FBA FeeprofitFbaFeeExclTaxCurrencyLower values are better

FBA fulfillment fee excluding tax; a deduction row in the Waterfall table.

RefundsprofitRefundCostCurrencyLower values are better

Total cost of refunds. Fixed components include the refunded product price and tax, refunded shipping, discounts not recovered with the refund, and estimated return costs for merchant-fulfilled orders. The breakdown may include additional entries; any remaining amount appears in "Refund Cost (not yet itemized)".

Product RefundprofitRefundProductChargesCurrency

Part of Refunds: product price repaid to the buyer.

Product Tax RefundprofitRefundTaxCurrency

Part of Refunds: tax repaid with the product price.

Shipping RefundprofitRefundShippingCurrency

Part of Refunds: shipping repaid to the buyer.

Unreturned DiscountsprofitRefundPromoRebatesCurrency

Part of Refunds: order discounts that are not recovered when the order is refunded.

Return Costs (estimated)profitEstimatedFbmReturnCostsCurrency

Part of Refunds: estimated return cost for a merchant-fulfilled (FBM) order.

ShippingprofitShippingCurrencyLower values are better

Total shipping cost. Fixed components include estimated pick-and-pack and carrier costs for merchant-fulfilled orders. The breakdown may include additional entries; any remaining amount appears in "Shipping (not yet itemized)".

Pick & Pack (estimated)profitEstimatedFbmPickPackCurrency

Part of Shipping: estimated cost of picking and packing a merchant-fulfilled (FBM) order.

FBM Shipping (estimated)profitEstimatedFbmShippingCurrency

Part of Shipping: estimated carrier cost for a merchant-fulfilled (FBM) order.

PromoprofitPromoCurrencyLower values are better

Discounts applied to the order; a deduction row in the Waterfall table.

Amazon Referral FeeprofitReferralFeeExclTaxCurrencyLower values are better

Amazon referral fee for the order, excluding tax; a deduction row in the Waterfall table.

DB1 (Trade Margin)profitDb1Currency

Net revenue after refunds and promotions, minus COGS. DB1 shows the margin before Amazon fees, shipping, gift wrap, advertising, and other costs.

Ad SpendprofitAdSpendCurrencyLower values are better

Total Amazon Ads spend. Fixed components include Sponsored Products, Sponsored Display, and Sponsored Brands spend. The breakdown may include additional entries; any remaining amount appears in "Ad Spend (not yet itemized)". Profit Tracking assigns ad spend to ASINs, not individual SKUs, so SKU grouping shows "–" instead of a partial value. Sponsored Brands spend is divided evenly across the ASINs in an ad, making each per-ASIN value an estimate.

Sponsored ProductsprofitAdSpendSpCurrency

Part of Ad Spend: cost of Sponsored Products campaigns.

Sponsored DisplayprofitAdSpendSdCurrency

Part of Ad Spend: cost of Sponsored Display campaigns.

Sponsored BrandsprofitAdSpendSbCurrency

Part of Ad Spend: cost of Sponsored Brands campaigns.

DB2 (Logistics Margin)profitDb2Currency

DB1 minus Amazon fees, shipping, and gift wrap. DB2 shows the margin after these deductions, but before advertising and other costs.

Other CostsprofitOtherCostsCurrencyLower values are better

Costs that cannot be assigned to another row; the final deduction before Net Profit in the Waterfall table.

DB3 (Marketing Margin)profitDb3Currency

DB2 minus ad spend. DB3 shows the margin after advertising, but before other costs. When ad spend cannot be determined for a row, as with SKU rows in the overview table, sellerfox shows "–" instead of a result that excludes the ad budget.

Net ProfitprofitNetProfitCurrency

DB3 minus other costs. Net Profit is the result after the last cost tier in the Waterfall table. When ad spend cannot be determined for a row, as with SKU rows in the overview table, sellerfox shows "–" instead of a result that excludes the ad budget.

UnitsprofitUnitsCount

Number of units included in the profit figures.

OrdersprofitOrdersCount

Number of distinct orders included in the profit figures. When grouping by SKU, Child ASIN, or Parent ASIN, the detail values cannot be added together to calculate the total. An order spanning multiple rows is counted once in each matching detail row, but only once in the total row.

Refund UnitsprofitRefundsCount

Number of refunded units included in the profit figures.