Amazon analytics and reporting should explain what changed, where the figures came from, and which decision follows. You receive a monthly report built from your own Amazon account data, product costs, advertising figures, and the other records you provide for reconciliation.
Revenue is not profit, and one account total can hide a falling product or marketplace. We separate observed figures from estimates, show which costs are still missing or delayed, and connect each Amazon seller KPI to a decision you can take.
You receive one detailed report each month. It records the period, source, currency, and detail behind each material figure. The report compares revenue with reconciled costs, separates product and account metrics, and ends with decisions and supporting evidence.
It does not create missing data or present an estimate as a measured figure. Questions about figures in the report receive an answer, without a separate response deadline on this page.
The starting point is data exported from your Amazon account. Sales, sessions, conversion, returns, advertising, inventory transactions, and disbursements can describe different parts of the same month. We record the source and period because similar labels may use different dates or scopes.
You provide product costs, freight inputs, and expenses Amazon does not know. We reconcile identifiers, marketplaces, currencies, and periods before combining them. An unmatched figure remains unassigned rather than being silently distributed.
Gross revenue is the beginning, not the conclusion. Refunds, Amazon transactions, advertising, product cost, freight when provided, and attributable expenses sit between sales and the profit estimate. A charge or reimbursement may also appear after its sale.
The report walks from revenue to reconciled costs. Where inputs are missing, the output is marked partial or estimated. It shows which cost moved, where it sits, and whether a pricing, advertising, purchasing, or catalog decision needs review.
Amazon transactions, advertising, refunds, reimbursements, shipping, product costs, and operating expenses may arrive in different reports or periods. Some tie to an ASIN. Others belong to a shipment, account, or marketplace.
We reconcile matched records and disclose the treatment of the rest. An average, allocation, or expected cost is labeled as an estimate. A delayed transaction remains open instead of being treated as zero. This is the basis of FBA cost reconciliation.
Revenue and units show commercial movement. Sessions and conversion separate a traffic change from a detail-page or offer problem. Advertising spend, attributed sales, ACoS, and TACoS connect paid activity to revenue. Returns and transaction costs show reversals or added cost. Profit per ASIN appears only when inputs can be assigned with a disclosed method.
Each metric must support a decision. A conversion decline can lead to a listing, price, availability, or offer review. Rising advertising cost can lead to campaign investigation. A margin change can lead to cost, price, or product-mix review. Broader operation and ownership belong under Amazon account management, not this reporting scope.
We first establish whether the decline is account-wide, marketplace-specific, or concentrated in particular ASINs. Then we separate fewer sessions from lower conversion, check whether availability interrupted sales, compare advertising movement, review price and offer changes, and identify returns or reporting timing that may distort the period.
Fewer sessions with stable conversion differs from stable sessions with weaker conversion. An out-of-stock period needs Amazon inventory management. A campaign cause belongs under Amazon PPC management. The report identifies the next investigation rather than assigning every decline to one channel.
Units, ordered revenue, sessions, conversion, returns, and many advertising figures can often be read at ASIN or advertised-product level. Product cost can also be assigned when your cost record uses the same identifier and effective period. These inputs can support an Amazon profit per ASIN estimate with the method and missing items disclosed.
Other values may exist only for the account, settlement, shipment, or marketplace. They should not be divided across products without showing the allocation rule. The report therefore keeps product contribution, allocated costs, and account-only costs distinct. That separation prevents an account total from being mistaken for the economics of each product.
Your account does not reveal a competitor's units sold, product cost, advertising spend, conversion, margin, inventory position, or internal decision. Public prices, visible offers, review counts, ranking movements, and new launches can be observed at recorded times, but they do not expose the business behind them.
We label public observations as observations and describe the inference they may support. We do not convert them into precise competitor sales or profit figures. Brand Registry, unauthorized sellers, infringement evidence, and enforcement activity belong under Amazon brand protection.
A brand selling in the US and Europe produces figures in different currencies, marketplace calendars, tax contexts, cost structures, and seasonal patterns. A combined revenue number can rise while one market falls, or change because of currency conversion rather than sales performance. The report keeps the marketplace view visible before presenting a combined comparison.
Any converted figure identifies the exchange rate and date or period used. Marketplace taxes and fiscal treatment are shown only as supplied in the relevant records and are not interpreted as tax advice. Registrations, filings, and fiscal obligations belong under EU VAT compliance.
"Sales declined" describes an outcome. An actionable recommendation identifies the affected marketplace and ASINs, separates the traffic and conversion movement, names the evidence still needed, specifies the proposed review, and records who decides. It also states what would change the recommendation.
For example, the report may show that revenue fell mainly on available ASINs with stable sessions but lower conversion, then recommend a price and detail-page review before changing advertising. The recommendation does not promise recovery. It gives your team a defined action tied to evidence and a condition for reassessment.
A reconciled report can describe a problem without being the place where it is fixed. Weak availability needs replenishment work. Advertising waste needs campaign action. A blocked registration belongs under Amazon account setup. A suspended operating account requires account reinstatement.
Reporting remains useful because it identifies the affected level, records the evidence, and routes the decision to the right scope. It does not replace execution or guarantee the result of that execution. The services page shows the boundaries between reporting and the operational services.
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