| Metric Name | Meaning |
| Sales |
Sum of organic and ad sales It's shown as the price of product in detail page, which excludes tax and takes into account promotions. |
| Ad Sales | Sales attributed to advertising efforts. It's tax-inclusive. |
| Ad Orders | Number of orders through advertising |
| Sessions | Number of unique visits to your Amazon page by a user within a 24-hour period |
| Impressions | Number of times an ad is displayed. |
| Page Views | Number of times a product detail page is viewed. |
| Clicks | Number of times users have clicked on an ad. |
| Click-Through Rate (CTR) |
Percentage of users who click on an ad after seeing it |
|
Advertising Conversion Rate (CR) |
Percentage of users who purchased after clicking on the ad.
|
| Cost | Total amount spent on advertising. It's tax-exlusive. |
| Cost Per Click (CPC) | Price of a sponsored click
|
| Mobile Shares |
Share of the total session from mobile
|
| Buy Box Win Rate | Percentage of time a seller's product listing wins the Buy Box |
| TCR | Total conversion rate
VENDORS: All units sold/ page views |
| Return on Ad Spend (ROAS) Ratio | Ratio of revenue generated from advertising to the cost of advertising
|
| Advertising Cost of Advertising (ACOS) |
Ratio of ad spend to ad revenue
|
| Total Advertising Cost of Sales (TACOS) |
Spending as a percentage of total sales
|
| Ad Sales Share | percentage of sales generated through advertising |
| Share of Voice (SOV) | Brand presence on page 1 weighted by its rank. |
Inventory Metrics
| Available | Stock available on Amazon and ready to be sold |
| Inbound | Inventory shipped but it but has not yet been received |
| Reserved | Inventory already sold but hasn't been shipped to the customer yet |
| Unfulfilliable | Damaged or expired items that cannot be sold |
P&L Metrics
| Sales excluding tax | |
| Promotion | The amount sellers are charged for every coupon redeemed. |
| Advertising | Amount spent on advertising in a given period |
| Fees | |
| - Referral | A fee Amazon charges for each item sold on their platform |
| - FBA | Amazon's fulfillment services (storage, picking, packing, shipping, and customer service) |
| - Storage | The costs for storing inventory in Amazon warehouses |
| - Shipping | Shipping cost |
| - Gift Wrap | Cost of wrapping in decorative paper or packaging |
| Tax | |
| Cost of Goods | Total cost of producing a product |
| Profit | Net profit after deducting COGS, taxes, and other expenses. |
| Margin | percentage of remaining as profit after all expenses. |
For Vendor accounts, take a look at Manufacturing and Sourcing Metrics