Dashboard Overview
Your central command center for monitoring Amazon business performance in real time. Track sales, profit, orders, refunds, margins, and ROI across all marketplaces from a single view.
Open this page in your dashboard: Go to Dashboard Overview →
The SellerMagnet Dashboard Home is the first screen you see after logging in. It consolidates every critical metric, from today's sales to long-term profitability trends, into a single, scannable interface. Whether you sell on one marketplace or twenty, this page gives you the real-time pulse of your Amazon business.
The Dashboard refreshes automatically when you log in. You can also trigger a manual refresh at any time by clicking the Refresh button (the circular-arrows icon) in the header of the orders table at the bottom of the page - one button that reloads the whole screen.
🎥 Video Walkthrough
🗂️ Page Layout Summary View
The Dashboard Home is organized into distinct sections, each serving a specific analytical purpose:
Today's Snapshot
Left column, top card
Two live headlines for the current day - Gross Sales Volume and Profit - each with a vs-yesterday sub-line, plus Orders and Refunds mini-tiles
Order Type (FBA/FBM split bar)
Left column, below Today
Slim horizontal bar showing the split between Fulfilled by Amazon and Fulfilled by Merchant orders
Top Products
Left column, bottom card
Your top three products by net sales, with a "View all products" link
Statistics Panel
Center column (large card)
Gross sales, net sales, VAT due, profit, plus eight KPI tiles for a selectable date range, with the main chart below
Main Chart
Below the Statistics KPIs
Stacked cost-decomposition bar chart: net sales stacked against each cost category, with the day's Net Profit shown on hover
Seller Performance
Right rail, top card
Account Health Rating (AHR) and health metrics pulled from Amazon Seller Central
Return Rate
Right rail
Three tiles: return Rate, average gross refund, and average net refund
Reviews
Right rail
Latest customer reviews and average rating, per default marketplace
Amazon Payouts
Right rail, bottom card
Current balance and next expected disbursement with a history chart
Orders Table
Bottom section
Full sortable, paginated table of recent orders with inline breakdown
Products Table
Bottom section (tab)
Ordered products view with per-product metrics
Refunds Table
Bottom section (tab)
Refunded orders with refund-specific columns
Breakdown Panel
Right side panel (toggle)
Detailed financial breakdown for a selected order or the entire date range
Today's Snapshot
The Today card at the top of the left column provides an instant read on your current-day performance. It leads with two headline numbers side by side - your Gross Sales Volume and your Profit for today - each with a small vs-yesterday sub-line so you can see at a glance whether today is running ahead of or behind the same point yesterday. Below the headlines sit two mini-tiles for Orders and Refunds, each linking straight to the matching page.
Metrics Displayed
Gross Sales Volume
Total revenue from all orders placed today, incl. VAT, before Amazon fees, product costs and refunds - with a vs-yesterday sub-line
EUR 2,847.32
Profit
Today's net sales minus Amazon fees, product costs (COG) and refunds (plus a smoothed share of account-level costs when enabled) - with a vs-yesterday sub-line
EUR 612.40
Orders
Number of individual orders received today (mini-tile, links to Orders)
47
Refunds
Number of refund transactions processed today (mini-tile, links to Refunds)
3
Pro Tip: Check the Today card first thing each morning to compare against your daily average. If orders are significantly below your 30-day average by midday, investigate whether a listing has been suppressed or a PPC campaign has paused.
Order Type Breakdown (FBA vs. FBM)
Directly below the Today card, a slim horizontal split bar shows the distribution of your orders between FBA (Fulfilled by Amazon) and FBM (Fulfilled by Merchant). The bar fills proportionally from each side, with the FBA and FBM shares labelled beneath it, so you can read the balance at a glance without a legend.
Why This Matters
90%+ FBA
You are heavily dependent on Amazon's fulfillment; monitor IPI score and storage fees
50/50 split
Diversified fulfillment; ensure FBM shipping times remain competitive
90%+ FBM
Consider shifting high-velocity SKUs to FBA for Buy Box advantage
🏆 Top Products
At the bottom of the left column, the Top Products card lists your top three products by net sales for the selected period, each with its thumbnail, title, and net-sales figure. A View all products link at the foot of the card jumps to the full Products view when you want the complete ranking.
📊 Statistics Panel
The Statistics Panel is the most data-rich section of the Dashboard Home. It occupies the large center column of the page (between the left column and the right rail) and contains:
Marketplace and Date Range Selectors
At the top of the Statistics Panel, two dropdowns let you filter all displayed data:
Marketplace Selector:
All Marketplaces
Aggregates data across every connected Amazon marketplace
Individual Marketplace
Filters to a single marketplace (e.g., Amazon.de, Amazon.com)
Date Range Selector:
Today
Current calendar day
Yesterday
Previous calendar day
Last 7 Days
Rolling 7-day window
Last 30 Days
Rolling 30-day window
This Month
1st of current month to today
Last Month
The full previous calendar month
This Year
January 1st to today
Last 6 Months
Rolling 6-month window
Last 12 Months
Rolling 12-month window
Last Year
Full previous calendar year
Custom
Opens a date picker for any arbitrary start/end range
When using Custom date ranges spanning more than 12 months, the chart may become dense. For long-term trend analysis, consider using the Last 12 Months or Last Year presets for cleaner visualization.
Trends (Period Comparison)
Next to the selectors is a Trends pill that toggles comparison on and off. Click the Trends pill to turn on comparison delta badges - small +/- % chips that appear next to each KPI tile. When enabled, the Dashboard fetches a comparison and each badge shows how that metric changed versus it.
Trends can compare against another time period or against another marketplace:
Previous period (default)
The equivalent window immediately before your selected range
Same period last year
The same date window one year earlier (year-over-year)
Custom range
A comparison window you choose
Another marketplace
Puts your marketplaces side by side for the same period, in a per-marketplace matrix with a Δ versus the baseline marketplace
Pro Tip: Turn on Trends with the Same period last year mode for a fair seasonal benchmark, this strips out normal seasonal swings (e.g., January returns or Prime Day spikes) that make a plain previous-period comparison misleading. Switch it to Another marketplace when you want to see which storefront is really carrying your profit.
Forecast Toggle
Next to the Trends pill is a Forecast pill. Turning it on reveals a snapshot strip across the top of the page and adds a month-end forecast to the chart. The snapshot strip lays out five periods at a glance:
Today
Sales so far today
Yesterday
Yesterday's total
This Month
Month-to-date total
Month Forecast
Projected month-end total (carries a Forecast badge and a confidence read-out)
Last Month
The previous month's total, for context
With Forecast on and a month-to-date range selected, the main chart also draws faded forecast bars for the remaining days of the month, separated from the actual bars by a dashed Forecast divider line, so you can see the projected shape of the rest of the month.
KPI Cards
Beneath the headline financial numbers, eight mini-tiles display the core metrics for the selected period. On wide screens they sit in one compact row; on narrower screens they wrap 4 + 4.
Orders
Total number of orders (links to Orders)
Refunds
Total number of refunds (links to Refunds)
Margin
Average profit margin percentage
ROI
Average return on investment percentage
Units Sold
Total units ordered in the period (one order can contain several units)
Avg. Order Value
Average customer-paid value per order (incl. VAT and shipping)
Amazon Fees
All Amazon fees for the period (referral, FBA, storage, ...) excl. VAT on fees
Profit / Order
Net Profit divided by the number of orders
Health Bands (Tiered KPI Pills)
The Margin, ROI, and Refund Rate values are shown as tiered pills that change color based on the value, so you can read business health at a glance without doing the math. Hover any banded pill for a tooltip that explains the bands.
Margin (higher is better)
15% or more
8-15%
under 8%
ROI (higher is better)
25% or more
10-25%
under 10%
Refund Rate (lower is better)
3% or less
3-6%
above 6%
The tooltips read, for example:
Margin: Net Profit divided by gross revenue (incl. shipping). Good: 15% or more / Watch: 8-15% / Low: under 8%.
ROI: Net Profit divided by product costs (COG), over orders with known costs. Good: 25% or more / Watch: 10-25% / Low: under 10%.
Financial Summary
Above the KPI cards, four headline numbers provide the financial picture:
Gross Sales Volume
Total revenue before any deductions
Net Sales Volume
Revenue after Amazon fees, refunds, and adjustments
VAT Due
Estimated Value Added Tax liability for the period
Profit
Net profit after all costs (COGS, fees, shipping, expenses)
COGS Coverage Banner
When some of your recent orders have no product cost (COG) on file, an amber COGS coverage banner appears just above the chart. It tells you how much of your order flow is missing costs and offers an Add product costs link straight to the Products page, so your Profit, Margin, and ROI can be based on complete data. You can dismiss the banner with the × once you have handled it.
Main Chart
The interactive chart below the KPI tiles is a stacked cost-decomposition bar chart. For each day (or week/month), it stacks your Sales Volume (Net) against every cost category that eats into it, so a single bar tells the whole story of where the money went. Each series has its own colour:
Sales Volume (Net)
Blue
Net revenue (excl. VAT) - the income the bar starts from
VAT Due
Dark blue
VAT contained in the period's sales
Cost of Goods (COG)
Orange
Product cost pulled from your batches
Amazon Fees
Purple
Referral, FBA, storage and other Amazon fees
PPC / Ad Spend
Teal
Advertising cost
FBM Shipping Cost
Brown
Your own shipping cost on FBM orders
FBM Return Shipping
Light brown
Return-shipping cost on FBM orders
General Expenses
Gray
Account-level expenses you track yourself
Amount Refunded (Net)
Red
Net value refunded
VAT Refunded
Dark red
VAT returned on refunds
Cost series that are zero across the whole period (for example PPC or General Expenses on accounts that do not use them) drop out entirely, keeping the chart and legend clean.
You can:
Hover over any bar to see the exact value for each series, plus that bar's Net Profit in the tooltip footer (net of everything above, and excluding VAT, which is collected for the tax authority rather than kept as profit)
Click a series name in the legend to toggle it on or off - the axis rescales to what is left
Click a bar to filter the orders table below to that specific day/month
The chart automatically adjusts its time granularity based on your selected date range
Pro Tip: Watch the height of the coloured cost blocks relative to the blue income block. If sales are climbing but the Amazon Fees, COG, or PPC blocks are growing faster, your Net Profit (in the tooltip) can shrink even as revenue rises - that is your cue to check batch costs, ad spend, or return rates.
👤 Seller Performance, Return Rate, and Reviews
The right rail stacks four cards - Seller Performance, Return Rate, Reviews, and Amazon Payouts:
Seller Performance
Displays key Amazon Seller Central health metrics:
Order Defect Rate (ODR)
< 1%
> 1% triggers account risk
Late Shipment Rate
< 4%
> 4% impacts account health
Pre-Fulfillment Cancel Rate
< 2.5%
> 2.5% impacts account health
Return Rate
The Return Rate card shows three tiles:
Rate
Refunded orders divided by all orders in the period (Good: 3% or less / Watch: 3-6% / High: over 6%)
Avg gross
Average value refunded per refunded order, gross (incl. VAT)
Avg net
Average value refunded per refunded order, net (excl. VAT)
Reviews
The Reviews card surfaces your latest customer feedback and average rating. A Default marketplace chip in the card corner is a reminder that reviews are pulled per the default marketplace set on each Amazon connection - click it to jump to Settings → Connections to change which marketplace a connection uses.
Average Rating
Average star rating across the pulled reviews
Latest reviews
The most recent customer reviews for your products on the default marketplace
If your Order Defect Rate exceeds 1%, Amazon may suspend your selling privileges. Monitor this metric daily and address any customer complaints immediately.
💳 Amazon Payouts
The Payouts widget shows:
Next expected payout, emphasized in a highlighted (amber) hero tile so the most important number stands out
Recent payout history displayed as a mini chart
A cadence indicator describing your typical payout cycle
Info tooltips (the small circle-info icons) that explain how the figures are derived
A Details button that opens the full Payouts History modal
Payout Breakdown → Transactions
A payout's breakdown links straight into your fee data. Each breakdown entry includes a View in Transactions link that opens the Transactions page pre-filtered to that payout's date window, so you can drill from "Amazon paid me X" down to the exact fees and charges behind it.
Orders, Products, and Refunds Tables
The bottom section features a tabbed table interface with three views:
Tab Switching
Orders
Individual order records with financial details
Products
Aggregated product-level view of ordered items
Refunds
Refunded order records with refund amounts
Orders Table Columns
(checkbox)
Select a row (or all rows) for bulk actions such as tagging
Fulfillment
FBA or FBM indicator
Order
The Amazon order ID
Products
Product name/title with thumbnail image
Unit Price
Per-unit selling price
Units
Number of units in the order
Refunded
Refund amount, if any (hidden by default)
Total
Order total
Cost
Product cost (COGS) allocated to this order from your purchase batches (hidden by default)
Profit
Calculated profit per order
Margin
Profit margin percentage
ROI
Return on Investment percentage
(breakdown)
The chart-pie icon in the last column opens the side breakdown panel for that order
Column Chooser and Saved View
Right-click the orders-table header to open the column chooser, where you can show or hide the Fulfillment, Unit Price, Units, Refunded, Total, Cost, Profit, Margin, and ROI columns. Your choice is remembered as your default view - it is saved per user and follows you across devices, so the table looks the same next time you log in from anywhere. A Reset to default option restores the original layout.
Table Features
Search: Type any product name, ASIN (Amazon Standard Identification Number), or SKU (Stock Keeping Unit) to filter the table instantly
Sort: Click a sortable column header to sort ascending/descending
Pagination: Navigate through pages; adjust items per page
Refresh: The circular-arrows button in the table header reloads the dashboard
Breakdown Button: Click the chart-pie icon in the last column (or table header) to open the side breakdown panel
Order Row Badges
The Home Orders tab shows the same order-row badges and status pills as the full Orders page - the blue Ads pill, green Repricer pill, amber currency/FX chip, the business-order info icon, FBA/FBM fulfillment tags, and the refund/return status pills (Refunded, Partially Refunded, Incoming Refund, Return Started) with their live carrier-tracking Track button.
Orders OverviewFor the full legend - every badge's color, icon, tooltip, and the Ads-badge confidence tiers - see Order Row Badges & Status Pills on the Orders Overview page.
Repricer Insight Chip
When you have an active Repricer, a small insight chip appears above the Home orders table summarizing how much of your order flow the Repricer touched, e.g. "{n} of {m} orders repriced." Unlike the per-row badge, this count covers the whole selected timeframe, not just the rows currently loaded in the table.
🎯 Action Center (Smart CTAs)
Near the top of the Home page, the Action Center surfaces context-aware call-to-action cards that point you to the next thing worth doing. The cards are generated from your live account state, so the Action Center is empty when nothing needs attention and fills in as signals appear.
Typical cards include:
Pending reimbursements
Lost & Found has reimbursement claims ready (or going stale) to file with Amazon
Inventory / restock alerts
A product is forecast to run low or stock out soon
PPC approvals
Your PPC autopilot has actions waiting for your approval
Account health
Your Account Health Rating has dropped into a warning band
Pro Tip: Treat the Action Center as your daily to-do list. Clearing its cards each morning keeps reimbursements filed on time, inventory restocked, and PPC approvals from piling up.
🩺 Seller Performance & Account Health
The Seller Performance card surfaces your Account Health Rating (AHR) on a 0-1000 scale, with a status band that changes color so you can read account health at a glance:
🟢 Healthy
200-1000
Your account is in good standing
🟡 At Risk
100-199
Issues are accumulating; review and resolve them
🔴 Critical
0-99
Urgent - your selling privileges may be at risk
A Details button opens the Seller Performance History modal, where you can review how your rating has moved over time alongside the underlying health metrics.
On-Time Delivery (OTDR) & Late-Shipment Alerts
Live Carrier Status (Beta) - Verify On-Time Delivery
Inside the OTDR breakdown table, every order row that carries a tracking number shows a small Fetch status button (satellite-dish icon). Clicking it opens the Live carrier status modal (marked Beta) with a Fetch live status button - nothing is fetched until you click, so you stay in control of carrier lookups.
When you fetch, SellerMagnet pulls the order's live delivery state directly from the carrier and shows:
Status badge
Delivered / In Transit / Pending / Exception
Carrier & service
The courier and service level handling the parcel
Ship & delivered dates
When the parcel left and when it arrived
Transit days
How long the shipment took door-to-door
Route
Origin → destination (with country flags)
Latest event
The most recent carrier scan
Timeline
The full history of carrier scans for the tracking number
The modal also prints a plain-language verdict comparing the promised date with the actual delivered date - Delivered on time, Delivered late (by N days), or Awaiting delivery confirmation.
Pro Tip: Use this to confirm whether an FBM order was actually delivered on time versus late - it verifies on-time delivery against the carrier's own scans, independent of Amazon's flag. This is separate from (but complements) the opt-in late-shipment email alert below: the alert warns you before a shipment goes late, while Live Carrier Status lets you audit what already happened.
Email alerts for late FBM shipments are opt-in. You can enable them from the toggle inside the OTDR breakdown, or from the late-shipment switch under Settings → Notifications - both control the same project-level flag and stay in sync. When enabled, SellerMagnet emails and notifies you about orders pending shipment past the 12h / 24h thresholds.
General SettingsCompetitor Tracker & NotificationsPrivacy Mode
The Dashboard supports a Privacy Mode toggle that blurs all sensitive financial data. This is useful when:
Sharing your screen during a call
Working in a public space
Recording tutorials without exposing real numbers
Toggle Privacy Mode by clicking the eye icon in the top navigation bar. When active the icon switches to an eye-slash and turns purple. Numbers, tables, and breakdown panels are blurred with an 8px blur, and charts get a slightly stronger 10px blur. Your choice is remembered on this device, so Privacy Mode stays on until you switch it off.
Product Batches (COGS Management)
From the Orders table, you can click on any product to open the Product Batches Modal, which allows you to:
View existing batches with purchase price, quantity, and date
Create new batches to record COGS for accurate profit calculation
Edit batch details if purchase costs change
Delete batches that were entered in error
Per-Unit Cost Breakdown
A batch does not just carry a single price - you can record the full per-unit cost breakdown, so profit reflects everything a unit really costs to land:
Unit net cost
Base purchase price per unit (required)
Unit tax cost
Tax paid per unit
Unit shipping cost
Inbound shipping per unit
Unit payment fee
Payment-processing fee per unit
Unit customs cost
Import duty/customs per unit
Unit additional cost
Any other per-unit cost
You also set the arrival date and a currency (per batch), and give the batch a name and total unit count.
Easy Mode (Flat Cost)
If a full breakdown is more than you need, an easy-mode flat-cost panel lets you enter a single all-in cost per unit instead. Toggling easy mode collapses the detailed batch fields.
Apply Costs to Past Orders
When creating a batch, an "Apply these costs to past unlinked orders" toggle lets you skip recreating historical batches: the per-unit costs are applied to every past order item for that SKU that does not yet have a batch attached, and the batch capacity auto-expands to cover them. Because this recomputes historical accounting figures, SellerMagnet shows a confirmation modal first, spelling out the SKU, scope (all past orders without a batch), and that it recalculates Profit, Margin, and ROI for those orders. It is reversible - delete the batch from Manage Batches to undo.
Other Controls
Sellable returns toggle (top of the modal) - controls whether returned units are added back to sellable stock
Currency selector - set the currency each batch was purchased in
Shipping-rate association - link a saved shipping rule to the product so FBM shipping cost is applied automatically
Stock Forecast
The batch modal includes an integrated Stock Forecast tool that projects:
Current Stock
Units currently available
Days Remaining
Estimated days until stockout based on average daily sales
Daily Usage
Average units sold per day over the last 30 days
Stockout Date
Projected date when stock will reach zero
Pro Tip: Set up inventory alert rules (via the gear icon in the batch modal) to receive notifications when stock drops below your defined thresholds. You can configure rules for out-of-stock, low inventory, and restock-needed levels.
👣 Step-by-Step: Analyzing Your Daily Performance
🎯 Real-World Scenario: Diagnosing a Profit Drop
Situation: Your gross sales increased by 15% this month, but net profit dropped by 8%.
Step-by-step diagnosis on the Dashboard:
Set the date range to This Month and compare against Last Month (note the margin and ROI values).
Open the Breakdown panel and review the Amazon fees total: did FBA fees increase?
Switch to the Products tab and sort by Margin ascending to find the lowest-margin products.
Check if any high-volume product has a margin below 10%: this is likely the cause.
Open the Product Batches for that product to verify COGS data is current.
Navigate to Expenses to check if any new recurring expense was added this month.
"Sales are up, profit is down"
"Product X has 4% margin due to a COGS increase of EUR 2.30/unit that was not updated in batches"
## ✅ Best Practices
Morning routine: Check the Today card and compare against your 30-day daily average.
Weekly review: Switch to "Last 7 Days" and compare margin/ROI against the previous week.
Monthly detailed analysis: Use "This Month" to identify your top and bottom performers by margin.
Keep COGS updated: Whenever you reorder inventory, create a new batch with the current purchase price.
Use Privacy Mode when sharing your screen with VAs or service providers.
Set inventory alert rules for your top 20% of products by revenue.
❓ FAQ
➡️ What's Next?
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