The Amazon Seller Dashboard I'd Build Today — And Why I'd Use sellerboard to Track the Numbers

If I were starting an Amazon business again today, one thing I'd do much earlier is build a simple dashboard that tells me whether the business is actually getting healthier.

Amazon gives sellers huge amounts of data. You can look at:

• Sales
• Sessions
• Advertising
• Inventory
• Fees
• Refunds
• Returns
• Conversion
• Search data
• Keyword data

The problem is that having more data doesn't automatically create better decisions.

When I was running my own Amazon brand, and now when I work with sellers through consultancy and coaching, I always come back to the same principle:

You need a small group of numbers that tell you what's happening, why it's happening, and what you need to do next.

That's why I like the idea of a central Amazon seller dashboard.

And for sellers who don't want to build everything manually in Excel or Google Sheets, sellerboard is one tool I think is particularly useful for bringing a lot of that information together.

sellerboard's current profit dashboard combines sales, orders, refunds, advertising costs, estimated payouts, Amazon fees, cost of goods and net profit, with analysis available down to product and order level. It also includes inventory and PPC functionality in the same platform.

Why Amazon Sales Alone Don't Tell You Enough

Amazon makes sales easy to see. That's partly why sellers can become obsessed with revenue.

You log into Seller Central and see:

£2,000 today, or £50,000 this month

It feels good. But revenue is only the top line.

The questions I care about are:

• How much did we actually make?
• How much did PPC cost?
• How much stock did we consume?
• What were the Amazon fees?
• What were our product costs?
• What happened to refunds?
• Is organic growth improving?
• Are we running out of stock?
• Are we tying up too much cash in inventory?

That's why I don't think a dashboard should start and finish with sales.

It should tell you about the business.

1. Total Sales

I'd still start with total sales. But I'd never view one figure in isolation. I'd want to compare:

• Today vs yesterday
• This week vs last week
• This month vs last month
• This year vs last year
• YTD vs previous YTD

The real question is:

Is the business growing, flat or declining?

sellerboard's dashboard can show sales alongside orders, units, refunds, ad costs and profit, which makes it much easier to put revenue into context rather than treating it as the headline result.

2. Net Profit

This is probably the most important addition.

A seller doing £100,000 per month with poor margins may have a much weaker business than somebody doing £60,000 with healthy profitability.

I want to know:

What's left after the costs?

That means taking account of things such as:

• Cost of goods
• Amazon fees
• FBA fees
• Storage
• PPC
• Refunds
• Returns
• Inbound costs
• Indirect expenses

One reason I like sellerboard for this is that it is specifically built around profit analytics rather than simply sales tracking.

sellerboard says its dashboard can incorporate more than 100 types of Amazon fees alongside COGS, shipping, advertising and other expenses.

That gives sellers a much more realistic picture than:

Sales – product cost = profit.

Amazon profitability is rarely that simple.

3. Profit by Product

Account-level profit is useful. Product-level profit is more useful.

I want to know:

• Which ASINs generate most of the profit?
• Which products look successful because of revenue but have poor margins?
• Which variations are dragging a parent listing down?
• Which products should receive more PPC?
• Which products should potentially be discontinued?

This is one area where sellerboard can be particularly useful because its profit reporting can be viewed at product and order level rather than just account level.

That makes it easier to avoid the classic mistake of assuming:

“This is one of my best products because it has the most sales.”

Sometimes your best-selling product is not your best product.

4. Organic Sales vs PPC Sales

This is something I'd absolutely want on a dashboard.

I want to understand how dependent a product is on advertising.

Imagine total sales are increasing. Great. But then I discover almost all the growth is coming from paid advertising.

That's a different situation from:

PPC sales increasing + organic sales increasing

I want to know whether advertising is helping create wider organic momentum. This is where TACoS becomes particularly useful.

5. ACoS

ACoS tells me:

Ad Spend ÷ Ad Sales

It's a useful PPC efficiency metric. But it should never be read on its own.

A 20% ACoS might be excellent for one product and loss-making for another. That depends on:

• Product margin
• Break-even ACoS
• Campaign objective
• Launch stage
• Organic performance

sellerboard's PPC dashboard connects advertising data with the product economics behind it, including COGS, fees, refunds, profit and margin. That makes it easier to judge advertising as part of profitability rather than simply seeing spend and sales.

6. TACoS

If I were choosing one advertising metric to place alongside ACoS, it would be TACoS.

TACoS = PPC Spend ÷ Total Sales

This tells me what proportion of total sales is being consumed by advertising.

For an established product, I often like to see:

Sales increasing while TACoS gradually improves.

That can indicate PPC is helping build organic sales rather than simply creating an ever-increasing dependency on paid traffic.

Interestingly, sellerboard has also continued expanding its advertising/profitability reporting, including a 2026 update that added “Real ACOS” trend tracking and Amazon Attribution integration for off-Amazon traffic.

The terminology varies between platforms, but the important point is the same:

PPC should be measured against the wider business, not only attributed advertising sales.

7. CTR

CTR tells me whether shoppers are choosing to click when they see my product.

Clicks ÷ Impressions

If impressions are strong but CTR is poor, I may investigate:

• Main image
• Price
• Reviews
• Rating
• Title
• Keyword relevance

That's why a PPC problem isn't always a PPC problem. Sometimes the ads are doing their job perfectly:

They're getting the product seen.

The listing simply isn't winning the click.

8. CVR

Conversion rate is another number I'd want to see regularly. If shoppers click but don't buy, I want to know why. Possible causes include:

• Listing quality
• Images
• Price
• Reviews
• Product-market fit
• Traffic relevance
• Competition

One of the quickest ways to waste PPC budget is to drive more traffic into a product page that doesn't convert.

So before simply increasing advertising, I'd always understand CVR.

9. Sessions

Sessions help answer a very useful question:

Is sales performance changing because of traffic or because of conversion?

Suppose sales fall 20%. If sessions have also fallen 20% but conversion remains stable, the likely problem is traffic.

If sessions remain stable but conversion collapses, you've got a very different issue.

This is why I prefer dashboards that provide context rather than just a total-sales graph.

10. Inventory and Days of Cover

Inventory would be one of the most important sections of my dashboard.

I've always believed:

You can't scale what you can't supply.

I'd monitor:

• Current stock
• Inbound stock
• Sales velocity
• Days of cover
• Lead time
• Reorder point
• Safety stock
• Expected stockout date

This becomes particularly important when you're increasing PPC. If sales are increasing by 30%, your old inventory forecast may no longer be valid.

sellerboard includes inventory management features that can estimate stock shortages, track COGS by batch and help sellers plan purchase orders.

That's one of the reasons I see value in using a tool that connects profitability and inventory rather than treating them as unrelated problems.

Inventory Isn't Just About Avoiding Stockouts

There's another side to inventory management.

Over-ordering.

Too much stock can mean:

• Cash tied up
• Higher storage costs
• Ageing inventory
• Reduced flexibility
• Less money available for new products or PPC

So my dashboard wouldn't simply say:

“Stock is healthy.”

I'd want to know:

Is the amount of stock appropriate for expected demand?

sellerboard has continued developing this area in 2026, including tools around stockout and overordering prevention and FBA inbound shipment management.

11. Cost of Goods

This sounds obvious, but inaccurate product costs can make the entire profitability dashboard misleading.

If your supplier price changes and your COGS remains outdated, your apparent profit becomes wrong.

I want product costs kept current. That becomes even more important when:

• Freight costs change
• Supplier prices change
• Exchange rates move
• Different batches have different costs

sellerboard supports batch-based COGS, and in August 2026 it also introduced automatic COGS import functionality.

Whether you use sellerboard or your own spreadsheet, the principle is:

Bad cost data creates bad profit data.

12. Amazon Fees

Amazon costs can become surprisingly fragmented. You've got obvious charges such as:

• Referral fees
• FBA fulfilment

Then other costs can include:

• Storage
• Returns
• Inbound-related fees
• Remissions
• Labelling
• Other adjustments

This is where sellers can look at their bank account at the end of the month and ask:

“Where did the money go?”

One of sellerboard's strongest uses is bringing those cost lines into a consolidated profit view.

13. Refunds and Returns

Refunds can materially change the real profitability of a product. I'd want to monitor:

• Refund rate
• Refund cost
• Return reasons
• Products with unusual refund behaviour

A high-return product may look fantastic from a gross sales perspective while quietly destroying margin.

sellerboard can match refunds back to orders and show their impact on profit, including refund reasons.

That's useful not only financially. It can reveal product-development issues.

14. PPC Profitability — Not Just PPC Sales

This is where I think a profit dashboard becomes especially valuable for established sellers.

I don't just want to know:

Which keyword got the sale?

I want to know:

Did that sale actually make money?

sellerboard's current PPC dashboard can analyse campaigns, ad groups, keywords and search terms while overlaying costs and profitability. It also supports bid recommendations and PPC automation based on targets such as profitability or ACoS.

Personally, I still believe automation requires oversight. I wouldn't automatically hand complete control of PPC decisions to any system.

But having profit-level PPC information in one place is extremely useful.

What I Like About sellerboard for Amazon Sellers

There are lots of Amazon tools available. I don't think sellers necessarily need every one of them.

What I like about sellerboard is that it focuses on a fundamental issue:

Knowing your numbers.

Instead of jumping between multiple parts of Seller Central and trying to manually reconcile:

• Sales
• Fees
• PPC
• Profit
• Refunds
• Inventory

you can bring much of that into one operating view.

For me, that's the real benefit. It's not about producing a prettier dashboard.

It's about making it easier to see:

What needs attention today?

Do You Still Need Seller Central and Ads Console?

Absolutely. sellerboard doesn't replace the need to understand Amazon's own reports.

I still want sellers to understand:

• Business Reports
• Search Term Reports
• Campaign data
• Search Query Performance
• Search Catalogue Performance
• Inventory reports

Because these contain detail and context that matters.

I see sellerboard more as an operating dashboard. Amazon reports provide deeper analysis. The dashboard tells you where to look.

That's an important distinction.

What I Would Check Daily

I wouldn't spend hours analysing everything every morning. I'd probably look at:

• Sales
• Profit
• PPC spend
• TACoS
• Any unusual product movement
• Inventory warnings

That should take minutes.

What I Would Check Weekly

Then I'd do the deeper work:

• Product-level profit
• PPC performance
• Search terms
• CTR
• CVR
• Organic vs paid sales
• Inventory cover
• Refunds
• Costs
• Ranking opportunities

That's where the decisions get made.

A Dashboard Doesn't Run Your Business for You

This is probably the most important point.

Whether you use sellerboard, Seller Central, Excel, Google Sheets or a combination of all four:

The dashboard doesn't make the decision. You do.

A number can tell me that TACoS increased. Experience helps determine why.

A report can tell me CVR dropped. I still need to investigate:

• Price?
• Reviews?
• Competition?
• Listing?
• Traffic quality?

This is why I like tools that make data clearer, but I don't believe tools replace understanding.

If I Were Starting an Amazon Brand Again Today

My core dashboard would probably contain:

• Total Sales
• Organic Sales
• PPC Sales
• PPC Dependency
• Net Profit
• Profit Margin
• ACoS
• TACoS
• ROAS
• CTR
• CVR
• Sessions
• Buy Box %
• Inventory Units
• Days of Cover
• Reorder Date
• Refund Rate

That's enough information to tell me an enormous amount about the health of the business.

Then I drill deeper only where something needs attention.

Final Thoughts

Amazon can very easily become a business where sellers have too much information and not enough clarity.

If I were starting again, I'd make profitability and inventory visibility a priority much earlier.

I'd want to know every week:

• What did we sell?
• What did it cost?
• What did we actually make?
• How much did PPC contribute?
• Are organic sales improving?
• Do we have enough stock?
• Where is the next problem likely to appear?

A tool like sellerboard can make that substantially easier by bringing sales, profit, costs, inventory and PPC data together in one place.

But the most important part is still the same:

Understand the numbers and know what decisions they should lead to.

Need Help Understanding Your Amazon Numbers?

This is an area where I regularly help Amazon sellers. As a former Amazon brand owner and now an Amazon consultant, coach and PPC specialist, I can help you:

• Build a meaningful Amazon KPI dashboard
• Understand product profitability
• Analyse PPC alongside total sales
• Calculate and interpret TACoS
• Review inventory and stock cover
• Identify products that are genuinely making money
• Understand which Amazon reports matter
• Turn the data into a practical action plan

I'm not an Amazon agency handing your account to somebody else.

You work directly with someone who's been on the seller side and understands that sales alone don't make a successful Amazon business — profit, cash flow and good decision-making do.

If you want help understanding what the numbers in your Amazon business are actually telling you, get in touch with Denver James Ltd.