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.
Difficulty: 🟢 Beginner · Reading time: ~15 min
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 in the top-right corner of any widget.
🎥 Video Walkthrough
Video tutorial coming soon. A full guided walkthrough of this feature will be available here shortly.
🗂️ Page Layout Summary View
The Dashboard Home is organized into distinct sections, each serving a specific analytical purpose:
Today's Snapshot
Top-left card
Real-time gross sales, order count, and refund count for the current day
Order Type (FBA/FBM Pie Chart)
Below Today's Snapshot
Visual split between Fulfilled by Amazon and Fulfilled by Merchant orders
Statistics Panel
Top-right (large card)
Gross sales, net sales, VAT due, profit, orders, refunds, margin, and ROI for a selectable date range
Main Chart
Center of Statistics Panel
Interactive bar/line chart showing sales and profit trends over time
Seller Performance
Middle row, left slider
Account health metrics pulled from Amazon Seller Central
Return Rate
Middle row, center
Average return rate and average return amount
Reviews
Middle row, center-right
Total reviews received and average rating
Amazon Payouts
Middle row, right slider
Upcoming and past payout amounts 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 in the top-left corner provides an instant read on your current-day performance.
Metrics Displayed
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
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 pie chart shows the distribution of your orders between FBA (Fulfilled by Amazon) and FBM (Fulfilled by Merchant).
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
📊 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:
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
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 period comparison on and off. Click the Trends pill to turn on period-comparison delta badges - small +/- % chips that appear next to each KPI tile. When enabled, the Dashboard fetches a comparison period and each badge shows how that metric changed versus it.
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
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.
KPI Cards
Below the selectors, four mini-cards display the core metrics for the selected period:
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
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%.
The Refund Rate band is inverted, a green pill means a low (healthy) refund rate, while red flags a refund rate above 6% that warrants investigation.
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)
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
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.
👤 Seller Performance, Return Rate, and Reviews
The middle row contains three information sliders:
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
Return Rate
Percentage of orders that resulted in a return
Avg Return Amount
Average monetary value of each return
Reviews
Reviews Received
Total number of product reviews received in the period
Average Rating
Average star rating across all reviews
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.
The breakdown groups a payout into buckets such as product sales, promotions, refunds, Amazon fees, FBA fees, ads spend, and other. Use View in Transactions when a payout looks smaller than expected, the Transactions page shows the underlying line items for that period.
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
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
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.
How to read it: the line items sum down to Net Profit - revenue at the top, each deduction (fees, promotions, COGS, expenses) subtracted below it, and the final figure at the bottom.
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.
The chip only appears when a Repricer was active during the selected period. Hover it for the point-in-time explanation: an order counts as Repriced when your Repricer was actively managing the price of one of its products on that marketplace at the moment the order was placed (reconstructed from the Repricer's activation history).
🎯 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
There is no standalone OTDR card on the Home page. On-time-delivery / late-shipment detail lives inside the Seller Performance History modal: open it from the Details button on the Seller Performance card to see a per-order OTDR breakdown showing which FBM orders are dragging your On-Time Delivery Rate down.
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 SettingsAlerts & 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 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:
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
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"
⚠️ Common Mistakes to Avoid
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
## ✅ 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
How often does the Dashboard data update?
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.
Why does my "Profit" show as zero or negative?
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.
Can I view data for a single marketplace only?
Yes. Use the Marketplace Selector dropdown at the top of the Statistics panel to filter all charts, KPIs, and tables to a specific marketplace.
What is the Breakdown panel and how do I open it?
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.
Does Privacy Mode affect the underlying data?
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.
How do I export my dashboard data?
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.
What do the different chart colors represent?
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.
➡️ What's Next?
Orders OverviewProducts ManagementReportsLast updated