# Dashboard Overview

{% hint style="info" %}
**Difficulty:** 🟢 Beginner · **Reading time:** \~15 min
{% endhint %}

{% hint style="success" icon="rocket" %}
**Open this page in your dashboard:** [**Go to Dashboard Overview →**](https://dashboard.sellermagnet.com/dashboard)
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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 in the top-right corner of any widget.

![SellerMagnet Dashboard Overview](/files/x6Pdz4uYjPirzZdikvpU)

***

## 🎥 Video Walkthrough

{% hint style="info" %}
**Video tutorial coming soon.** A full guided walkthrough of this feature will be available here shortly.
{% endhint %}

***

## 🗂️ Page Layout Summary View

The Dashboard Home is organized into distinct sections, each serving a specific analytical purpose:

<table data-view="cards"><thead><tr><th></th><th></th><th></th><th data-hidden data-card-cover data-type="files"></th></tr></thead><tbody><tr><td><strong>Today's Snapshot</strong></td><td>Top-left card</td><td>Real-time gross sales, order count, and refund count for the current day</td><td></td></tr><tr><td><strong>Order Type (FBA/FBM Pie Chart)</strong></td><td>Below Today's Snapshot</td><td>Visual split between Fulfilled by Amazon and Fulfilled by Merchant orders</td><td></td></tr><tr><td><strong>Statistics Panel</strong></td><td>Top-right (large card)</td><td>Gross sales, net sales, VAT due, profit, orders, refunds, margin, and ROI for a selectable date range</td><td></td></tr><tr><td><strong>Main Chart</strong></td><td>Center of Statistics Panel</td><td>Interactive bar/line chart showing sales and profit trends over time</td><td></td></tr><tr><td><strong>Seller Performance</strong></td><td>Middle row, left slider</td><td>Account health metrics pulled from Amazon Seller Central</td><td></td></tr><tr><td><strong>Return Rate</strong></td><td>Middle row, center</td><td>Average return rate and average return amount</td><td></td></tr><tr><td><strong>Reviews</strong></td><td>Middle row, center-right</td><td>Total reviews received and average rating</td><td></td></tr><tr><td><strong>Amazon Payouts</strong></td><td>Middle row, right slider</td><td>Upcoming and past payout amounts with a history chart</td><td></td></tr><tr><td><strong>Orders Table</strong></td><td>Bottom section</td><td>Full sortable, paginated table of recent orders with inline breakdown</td><td></td></tr><tr><td><strong>Products Table</strong></td><td>Bottom section (tab)</td><td>Ordered products view with per-product metrics</td><td></td></tr><tr><td><strong>Refunds Table</strong></td><td>Bottom section (tab)</td><td>Refunded orders with refund-specific columns</td><td></td></tr><tr><td><strong>Breakdown Panel</strong></td><td>Right side panel (toggle)</td><td>Detailed financial breakdown for a selected order or the entire date range</td><td></td></tr></tbody></table>

***

## Today's Snapshot

The **Today** card in the top-left corner provides an instant read on your current-day performance.

### Metrics Displayed

| Metric                 | Description                                                       | Example      |
| ---------------------- | ----------------------------------------------------------------- | ------------ |
| **Gross Sales Volume** | Total revenue from all orders placed today, before any deductions | EUR 2,847.32 |
| **Orders**             | Number of individual orders received today                        | 47           |
| **Refunds**            | Number of refund transactions processed today                     | 3            |

{% hint style="success" icon="rocket" %}
**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](/ppc-management-beta/ppc-manager-overview.md) has paused.
{% endhint %}

***

## Order Type Breakdown (FBA vs. FBM)

Directly below the Today card, a **pie chart** shows the distribution of your orders between FBA (Fulfilled by Amazon) and FBM (Fulfilled by Merchant).

### Why This Matters

| Scenario    | What It Tells You                                                                     |
| ----------- | ------------------------------------------------------------------------------------- |
| 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                     |

***

## 📊 Statistics Panel

The Statistics Panel is the most data-rich section of the Dashboard Home. It occupies the large card on the right side and contains:

### Marketplace and Date Range Selectors

At the top of the Statistics Panel, two dropdowns let you filter all displayed data:

**Marketplace Selector:**

| Option                 | Behavior                                                      |
| ---------------------- | ------------------------------------------------------------- |
| 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:**

| Option         | Period Covered                                        |
| -------------- | ----------------------------------------------------- |
| 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                         |
| 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 |

{% hint style="warning" %}
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.
{% endhint %}

### KPI Cards

Below the selectors, four mini-cards display the core metrics for the selected period:

| KPI Card    | Metric                                  | Color Indicator |
| ----------- | --------------------------------------- | --------------- |
| **Orders**  | Total number of orders                  | 🔵 Blue         |
| **Refunds** | Total number of refunds                 | 🔴 Red          |
| **Margin**  | Average profit margin percentage        | 🟣 Purple       |
| **ROI**     | Average return on investment percentage | 🟢 Green        |

### Financial Summary

Above the KPI cards, four headline numbers provide the financial picture:

| Metric                 | Description                                                 |
| ---------------------- | ----------------------------------------------------------- |
| **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) |

### Main Chart

The interactive chart below the financial summary visualizes your sales and profit trends. You can:

* **Hover** over any bar or data point to see the exact value for that day/week/month
* **Click** on a data point to drill down into that specific period
* The chart automatically adjusts its time granularity based on your selected date range

{% hint style="success" icon="rocket" %}
**Pro Tip:** Compare your profit line against your gross sales line. If gross sales are increasing but profit is flat or declining, investigate rising COGS, increased ad spend, or higher return rates.
{% endhint %}

***

## 👤 Seller Performance, Return Rate, and Reviews

The middle row contains three information sliders:

### Seller Performance

Displays key Amazon Seller Central health metrics:

| Metric                      | Healthy Target | Warning Level                 |
| --------------------------- | -------------- | ----------------------------- |
| 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

| Metric                | Description                                    |
| --------------------- | ---------------------------------------------- |
| **Return Rate**       | Percentage of orders that resulted in a return |
| **Avg Return Amount** | Average monetary value of each return          |

### Reviews

| Metric               | Description                                            |
| -------------------- | ------------------------------------------------------ |
| **Reviews Received** | Total number of product reviews received in the period |
| **Average Rating**   | Average star rating across all reviews                 |

{% hint style="danger" %}
If your **Order Defect Rate** exceeds 1%, Amazon may suspend your selling privileges. Monitor this metric daily and address any customer complaints immediately.
{% endhint %}

***

## 💳 Amazon Payouts

The Payouts widget shows:

* **Next expected payout** amount and estimated date
* **Recent payout history** displayed as a mini chart
* Click **"See Payouts History"** for a full historical view

***

## Orders, Products, and Refunds Tables

![Orders Analytics sub-view: drill into trends, channels, and totals](/files/tecaoFQuC4A5PobzazBl)

The bottom section features a **tabbed table interface** with three views:

### Tab Switching

| Tab          | What It Shows                                   |
| ------------ | ----------------------------------------------- |
| **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

| Column          | Description                                      |
| --------------- | ------------------------------------------------ |
| **Product**     | Product name/title with thumbnail image          |
| **Fulfillment** | FBA or FBM indicator                             |
| **Date**        | Order purchase date                              |
| **Status**      | Order status (Shipped, Pending, Cancelled, etc.) |
| **Unit Price**  | Per-unit selling price                           |
| **Amazon Fees** | Total Amazon fees charged                        |
| **Refunded**    | Refund amount (if applicable)                    |
| **COGS**        | Cost of Goods Sold from batch data               |
| **Total**       | Net total after all deductions                   |
| **Profit**      | Calculated profit per order                      |
| **Margin**      | Profit margin percentage                         |
| **ROI**         | Return on Investment percentage                  |

### Table Features

* **Search:** Type any product name, ASIN (Amazon Standard Identification Number), or SKU (Stock Keeping Unit) to filter the table instantly
* **Sort:** Click any column header to sort ascending/descending
* **Pagination:** Navigate through pages; adjust items per page
* **Breakdown Button:** Click the pie chart icon in the table header to open the side breakdown panel

{% hint style="info" %}
The **Breakdown Panel** on the right side gives you a detailed financial decomposition for any selected order or for all orders in the current view. It includes Amazon fees, COGS, shipping costs, and net profit calculations.
{% endhint %}

***

## Privacy 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 **shield icon** in the top navigation bar. All monetary values, chart data, and breakdown panels will be blurred with an 8px Gaussian blur.

***

## Product Batches (COGS Management)

From the Orders table, you can click on any product to open the **Product Batches Modal**, which allows you to:

1. **View existing batches** with purchase price, quantity, and date
2. **Create new batches** to record COGS for accurate profit calculation
3. **Edit batch details** if purchase costs change
4. **Delete batches** that were entered in error

### Stock Forecast

The batch modal includes an integrated **Stock Forecast** tool that projects:

| Forecast Metric    | Description                                                |
| ------------------ | ---------------------------------------------------------- |
| **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                  |

{% hint style="success" icon="rocket" %}
**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.
{% endhint %}

***

## 👣 Step-by-Step: Analyzing Your Daily Performance

{% stepper %}
{% step %}

#### Log in

to SellerMagnet. The Dashboard Home loads automatically.
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{% step %}

#### Check the Today card

for current-day gross sales, orders, and refunds.
{% endstep %}

{% step %}

#### Select your date range

in the Statistics panel (e.g., "Last 30 Days") to see trends.
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{% step %}

#### Choose a marketplace

or keep "All Marketplaces" selected for the full picture.
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{% step %}

#### Review the KPI cards

pay special attention to margin and ROI trends.
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{% step %}

#### Examine the main chart

for any unusual spikes or dips in revenue or profit.
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{% step %}

#### Scroll to the Orders table

and search for any product you want to investigate.
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{% step %}

#### Open the Breakdown panel

by clicking the pie chart icon to see the financial decomposition.
{% endstep %}

{% step %}

#### Switch to the Products tab

for a product-level aggregation of the same data.
{% endstep %}

{% step %}

#### Check the Refunds tab

to monitor returns and their financial impact.
{% endstep %}
{% endstepper %}

***

## 🎯 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:**

1. Set the date range to **This Month** and compare against **Last Month** (note the margin and ROI values).
2. Open the **Breakdown panel** and review the Amazon fees total: did FBA fees increase?
3. Switch to the **Products tab** and sort by **Margin** ascending to find the lowest-margin products.
4. Check if any high-volume product has a margin below 10%: this is likely the cause.
5. Open the **Product Batches** for that product to verify COGS data is current.
6. Navigate to **Expenses** to check if any new recurring expense was added this month.

| Before Investigation           | After Investigation                                                                               |
| ------------------------------ | ------------------------------------------------------------------------------------------------- |
| "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" |

***

<details>

<summary><strong>⚠️ Common Mistakes to Avoid</strong></summary>

| Mistake                             | Why It Matters                                        | What to Do Instead                            |
| ----------------------------------- | ----------------------------------------------------- | --------------------------------------------- |
| Ignoring the Margin/ROI cards       | Revenue alone does not indicate business health       | Always check margin and ROI alongside sales   |
| Not setting up product batches      | Without COGS data, profit calculations are inaccurate | Enter batch/COGS data for every product       |
| Using only "Today" date range       | Single-day data is noisy and unreliable for trends    | Use 7-day or 30-day ranges for trend analysis |
| Forgetting to check refunds         | Returns silently erode profitability                  | Monitor the Refunds tab weekly                |
| Ignoring seller performance metrics | Account health issues can lead to suspension          | Check seller performance at least weekly      |

</details>

\## ✅ Best Practices

1. **Morning routine:** Check the Today card and compare against your 30-day daily average.
2. **Weekly review:** Switch to "Last 7 Days" and compare margin/ROI against the previous week.
3. **Monthly detailed analysis:** Use "This Month" to identify your top and bottom performers by margin.
4. **Keep COGS updated:** Whenever you reorder inventory, create a new batch with the current purchase price.
5. **Use Privacy Mode** when sharing your screen with VAs or service providers.
6. **Set inventory alert rules** for your top 20% of products by revenue.

***

## ❓ FAQ

<details>

<summary><strong>How often does the Dashboard data update?</strong></summary>

The Dashboard pulls data from Amazon's SP-API (Selling Partner API). Orders typically appear within 15-30 minutes of being placed. Financial data (fees, settlements) may take up to 24 hours to fully reconcile.

</details>

<details>

<summary><strong>Why does my "Profit" show as zero or negative?</strong></summary>

This usually means you have not entered COGS (Cost of Goods Sold) data for your products. Open the Product Batches modal for any product and add your purchase price. Profit is calculated as: Net Sales - Amazon Fees - COGS - Expenses.

</details>

<details>

<summary><strong>Can I view data for a single marketplace only?</strong></summary>

Yes. Use the **Marketplace Selector** dropdown at the top of the Statistics panel to filter all charts, KPIs, and tables to a specific marketplace.

</details>

<details>

<summary><strong>What is the Breakdown panel and how do I open it?</strong></summary>

The Breakdown panel is a slide-out panel on the right side of the Orders table. Click the **pie chart icon** in the table header row to toggle it. It shows a detailed financial decomposition of the selected order or all orders in the current view.

</details>

<details>

<summary><strong>Does Privacy Mode affect the underlying data?</strong></summary>

No. Privacy Mode only applies a visual blur to sensitive numbers on your screen. The data remains unchanged and all calculations continue to work normally. Toggle it off to see your actual values again.

</details>

<details>

<summary><strong>How do I export my dashboard data?</strong></summary>

Use the Orders table's export functionality or navigate to the **Reports** section to generate downloadable reports in CSV format for any date range and marketplace.

</details>

<details>

<summary><strong>What do the different chart colors represent?</strong></summary>

The main chart uses distinct colors for different data series: blue for gross sales, green for net profit, and gray for comparison periods. Hover over any element for a tooltip with exact values.

</details>

***

## ➡️ What's Next?

{% content-ref url="/pages/nyA0VpPgo3x5qsCLMF26" %}
[Orders Overview](/dashboard-and-analytics/dashboard-overview/orders-overview.md)
{% endcontent-ref %}

{% content-ref url="/pages/yWniwYR2YpKfuBE4gaNy" %}
[Products Management](/dashboard-and-analytics/dashboard-overview/products-management.md)
{% endcontent-ref %}

{% content-ref url="/pages/5vsXtaqLonaWayeTIHV6" %}
[Reports](/dashboard-and-analytics/dashboard-overview/reports.md)
{% endcontent-ref %}


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