Amazon dashboard
The Amazon dashboard in Explore covers marketplace performance using Amazon-native metrics. It follows the standard four-part Explore layout — header metrics, trend chart, drilldown panel, data table.
Requires the Amazon Seller datasource.
Header metrics
Section titled “Header metrics”The Amazon dashboard header shows four KPIs:
| Tile | What it measures |
|---|---|
| Sales | Total revenue from Amazon in the selected period |
| AOV | Average order value across Amazon orders |
| Order Items | Total number of individual units ordered |
| Untracked % | Percentage of orders with no attributed traffic source |
Parent ASIN vs Child ASIN tabs
Section titled “Parent ASIN vs Child ASIN tabs”Tabs above the data table switch between SKU rollup levels:
| Tab | Contents |
|---|---|
| Parent ASIN | The rollup product across all variants |
| Child ASIN | Each variant (size, color, format) |
Drilldown panel
Section titled “Drilldown panel”Defaults to top items by Total Sales. The ranking metric and breakdown dimension are changeable via the dropdown.
Amazon Ads is a separate dashboard
Section titled “Amazon Ads is a separate dashboard”Amazon Seller (marketplace) and Amazon Ads (ad platform) are different datasources and have different dashboards. The Amazon dashboard in Explore → Sales covers marketplace performance. For ad performance, see the Amazon Ads dashboard in Explore → Marketing.
Common questions
Section titled “Common questions”Numbers don’t match Amazon Seller Central.
Differences typically reflect date anchors, time zones, or Amazon-specific aggregation rules. The ℹ️ panel on each metric shows the date field used.
Parent ASIN and Child ASIN totals don’t add up.
Some child ASINs may be excluded from parent rollups depending on the Amazon catalog hierarchy. Confirm in Seller Central.
Can Amazon performance be included in blended ROAS?
Yes, when combined in a Reports page with the relevant ad-spend section.
Troubleshooting
Section titled “Troubleshooting”- No data on the dashboard — confirm Amazon Seller is connected and synced via the Data panel.
- Untracked % looks high — orders with no attributed traffic source count as untracked; this is common for marketplace orders where Amazon doesn’t pass a referrer.
- Buy Box % isn’t shown — Buy Box data is only available when the Amazon account exposes it; some account types do not.