Orders Overview
Monitor, filter, and analyze every Amazon order across all marketplaces. View order details, fulfillment insights, country breakdowns, B2B metrics, and export data for accounting or further analysis.
Open this page in your dashboard: Go to Orders Overview →
The Orders Overview page gives you complete visibility into every order and ordered product across all your connected Amazon marketplaces. It combines the Orders table with advanced filtering, an insights panel, and a detailed breakdown side panel, everything you need to manage and analyze your order flow.
🎥 Video Walkthrough
🗂️ Page Structure
The Orders page is organized into these key sections:
Insights Panel
Three cards showing fulfillment split, B2B metrics, and country distribution
Filter Bar
Date range, marketplace, search, status filters, destination filter, and tag filters
Orders Table
Paginated table with sortable columns for every order
Breakdown Panel
Slide-out financial decomposition (toggle via the breakdown button)
Ordered Products Table
Product-level aggregation with per-SKU (Stock Keeping Unit) metrics, tags, and comparison
Order Insights Panel
At the top of the page, three insight cards provide a quick visual summary of your orders:
Fulfillment Split Card
FBA
Percentage and count of orders fulfilled by Amazon
FBM
Percentage and count of orders fulfilled by the seller
A horizontal bar chart visually represents the FBA/FBM ratio.
B2B Breakdown Card
B2B Orders
Percentage and count of business-to-business orders
B2C Orders
Percentage and count of standard consumer orders
Pro Tip: If B2B orders represent a significant share (>15%) of your volume, consider enabling Amazon Business pricing and quantity discounts to attract more corporate buyers.
Country Distribution Card
Shows a scrollable list of countries with:
Country flag
Country name
Percentage bar
Order count
This helps you identify which marketplaces or regions drive the most volume.
Repricer Card
When you have an active Repricer, an additional Repricer insight card appears. It splits your orders into Repriced and Not repriced with a count and percentage for each, plus a horizontal bar visualizing the share. When available, it also surfaces the revenue attributed to repriced orders.
Pro Tip: If you use the Repricer, watch this card and the Repriced filter (below) to measure how much of your volume the Repricer is actually touching. A low repriced share usually means a Repricer is paused, mis-scoped, or not assigned to your high-velocity SKUs.
🔍 Filter Bar
The filter bar provides multiple ways to narrow down your order view:
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 date picker for arbitrary start/end dates
Marketplace Selector
Filter orders by a specific Amazon marketplace or view all marketplaces combined.
Search
Type any of the following to instantly filter the table:
Product name or title
ASIN (Amazon Standard Identification Number)
SKU
Order ID
Status Filter (Filter Icon)
Click the filter icon button to open a dropdown with status-based filters:
Order Status
Shipped, Pending, Cancelled, Unshipped
Fulfillment
FBA, FBM
Financial
Profitable, Unprofitable
Repricer
Repriced, Not repriced
Active filters are indicated by a red badge on the filter icon button. Use the Clear button at the bottom of the dropdown to reset all filters.
Multiple filters are combined with AND logic. For example, selecting "FBA" and "Shipped" shows only FBA orders that have been shipped. Be mindful that overly narrow filters may return zero results.
Destination Filter (Location Icon)
Next to the status filter is a separate destination button (location-pin icon) that filters the table by shipping-destination country, independent of the status filters. Click it to open a scrollable dropdown that starts with All Destinations and lists the countries your orders actually ship to.
An active destination selection shows its own red badge on the location button, separate from the status filter badge.
Orders Table
The main orders table displays one row per order with the following columns:
Product
Product image, title, ASIN, and SKU
Yes
Fulfillment
FBA or FBM badge
Yes
Date
Order purchase date and time
Yes
Status
Current order status (Shipped, Pending, etc.)
Yes
Qty
Quantity of units ordered
Yes
Unit Price
Per-unit selling price
Yes
Amazon Fees
Total Amazon fees (referral, FBA, etc.)
Yes
Refunded
Refund amount if applicable
Yes
COGS (Cost of Goods Sold)
Cost of Goods Sold from batch data
Yes
Total
Net revenue after all deductions
Yes
Profit
Calculated profit
Yes
Margin %
Profit margin as a percentage
Yes
ROI %
Return on investment as a percentage
Yes
Sorting
Click any column header to sort. Click again to reverse the sort direction. A sort arrow indicator shows the current sort column and direction.
Pagination
The table supports pagination with configurable page sizes. Navigation controls appear at the bottom of the table.
Repriced Tag
Orders that were point-in-time repriced display a green Repricer pill in their row. Hover the pill for the explanation:
Your Repricer was actively managing the price of this product on this marketplace when this order was placed (reconstructed from the repricer activation history).
When the activation date is known, the tooltip also notes since when the Repricer has been active on that product.
Copy SKU / Copy ASIN
Each product line includes small copy buttons next to its SKU and ASIN. Click one to copy that value straight to your clipboard (a confirmation toast shows what was copied), so you can paste it into Seller Central, a supplier email, or a spreadsheet without retyping. The ASIN copy button only appears when an ASIN is present.
Order Row Badges & Status Pills
Order rows carry small badges and pills that add context at a glance, so you can read why an order matters without opening it: whether an ad touched it, whether the Repricer was running, whether it was placed in a foreign currency, how it was fulfilled, and where it sits in the refund/return lifecycle.
🔵 Ads (blue pill, rectangle-ad icon)
The order was matched to attributed ad conversions of its product
An ASIN-level estimate that this order was assigned to Amazon's attributed ad conversions for its product on this marketplace (14-day attribution window). See confidence tiers below.
🟢 Repricer (emerald pill, tags icon)
Your Repricer was actively managing this product's price when the order was placed
A point-in-time fact reconstructed from the Repricer's activation history, not whether the product is repriced today. The tooltip adds "Active since {date}" when the activation date is known.
🟡 Currency / FX (amber pill showing a currency code such as EUR, with a left-right-arrow icon)
The order was placed in a currency other than your default
Amounts in the row are converted at the order-date FX rate. The tooltip quotes the rate, e.g. "1 USD = 0.9210 EUR (rate at order date)."
ℹ️ B2B / Business order (small info icon, not a pill)
The order is an Amazon Business (B2B) order
Tooltip: "This is a business order. VAT treatment may differ."
🔵 FBA / 🟣 FBM (Fulfillment column tag)
Every order
FBA (blue) = Fulfilled by Amazon · FBM (purple) = Fulfilled by Merchant.
Ads badge confidence tiers
The Ads badge is an estimate, never order-level truth - Amazon only reports attributed-order counts per product, marketplace, and day. SellerMagnet reconciles those counts against your actual orders so the badges never exceed Amazon's own attributed-order totals, and attaches a confidence tier so you don't over-read the signal. Hover the pill to see which tier applies:
exact
Very high
The Amazon-reported attributed-order count covers every order of this product in the period.
high
High
Ordered within 1 day of attributed ad activity.
medium
Medium
Ordered within 7 days of attributed ad activity.
low
Low
Ordered 8-14 days after attributed ad activity.
Return-status pills (Status column)
When an order is refunded or a return is in progress, the Status column shows a colored pill describing exactly where the order sits in the refund/return lifecycle:
Refunded
🔴 Red
rotate-left
A completed full refund was posted to the buyer.
Partially Refunded
🟠 Orange
circle-half-stroke
Only part of the order's units/value was refunded.
Incoming Refund
🔵 Cyan
arrow-rotate-left
A return shipment is tracked and on its way, but no refund has posted yet. Tooltip: "We have detected an incoming refund: {carrier} - {tracking}."
Return Started
🟣 Purple
tag
The earliest stage: the buyer created a return label, but the return shipment has not been scanned by the carrier yet and no refund has been posted. Tooltip: "The buyer created a return label on {date}. The return shipment has not been scanned by the carrier yet and no refund has been posted."
The green Repricer pill described above is the same one covered by the Repricer insight card and the Repriced status filter earlier on this page - use those to measure how much of your volume the Repricer is actually touching.
Breakdown Panel
The Breakdown Panel is a slide-out side panel that provides a detailed financial decomposition.
How to Open It
Click the pie chart icon (breakdown button) in the table header to toggle the panel open/closed.
What the Breakdown Shows
Revenue
Gross sales, item price, shipping price
Amazon Fees
Referral fee, FBA fee, variable closing fee, etc.
Promotions
Discounts, coupons, and promotional deductions
COGS
Cost of goods from batch data
Expenses
Allocated general expenses per order
Net Profit
Final profit after all deductions
The line items always sum down to Net Profit - each row is either money in (revenue) or money out (fees, promotions, COGS, expenses).
You can view the breakdown for:
A specific order by clicking on a row in the table
All orders in the current filtered view (aggregated breakdown)
Ordered Products View
The Ordered Products page (Dashboard > Ordered Products) presents data aggregated at the product level rather than the order level.
Table Columns
Product
Product image, title, ASIN, SKU (sticky column)
Units Sold
Total quantity sold in the selected period
Revenue
Total gross revenue from this product
Amazon Fees
Total fees charged for this product
COGS
Total cost of goods sold
Profit
Total net profit
Margin %
Average profit margin
ROI %
Average return on investment
Tags
Product tags/categories assigned by the user
Tag Filtering
The Ordered Products view includes a tag filter system:
Click the tag filter button next to the search bar
A dropdown appears showing all available tags grouped by category
Select one or more tags to filter the table
Active tag filters appear as colored chips above the table
Click the X on any chip to remove that filter
Use Clear All at the bottom of the dropdown to reset
Pro Tip: Use tags to create product categories like "Private Label," "Wholesale," or "Q4 Seasonal" to quickly segment your analysis. Tags are managed in the Products Management section.
Product Comparison
The Ordered Products view supports a Compare feature:
Select two or more products using the comparison selector
A comparison modal opens showing side-by-side metrics
Compare revenue, profit, margin, ROI, and units sold
Useful for A/B testing product variations or evaluating sourcing decisions
Inline Breakdown Rows
Click on any product row to expand an inline breakdown card showing the detailed financial decomposition for that specific product, including:
Revenue breakdown
Fee breakdown by type
COGS and expense allocation
Net profit calculation
👣 Step-by-Step: Finding Your Most Profitable Orders
Navigate to Dashboard > Orders.
Set the date range to Last 30 Days.
Click the Margin % column header to sort descending (highest margin first).
Review the top 10 orders: these are your most profitable transactions.
Open the Breakdown Panel to see what makes these orders profitable.
Switch to the Ordered Products tab to see the same data aggregated by product.
Sort by Profit descending to identify your top profit-generating products.
📤 Step-by-Step: Exporting Order Data
Set your desired date range and marketplace filters.
Apply any additional status filters as needed.
Click the Export button (file export icon) in the filter bar to open the export menu.
Choose a format:
CSV
File-CSV
Universal plain-text format. Best for importing into accounting tools, other software, or scripting/automation.
Excel
File-Excel
Native .xlsx workbook. Best when you want to open straight into Microsoft Excel with formatting preserved.
The file is generated for all orders matching your current filters and downloads automatically. A confirmation toast appears when the download is ready.
Export files contain all columns visible in the table, including financial data. Handle exported files securely, especially if they contain COGS or profit information.
🎯 Real-World Scenario: Investigating High Refund Rates
Situation: You notice your refund count has increased by 40% this month.
1
Set date range to This Month
Overall refund count in the insights panel
2
Click the filter icon and select Refunded status
Only refunded orders visible
3
Sort by Date descending
Check if refunds cluster around a specific date
4
Sort by Product to group
Identify if one product drives most refunds
5
Switch to Ordered Products and sort by units sold vs. refunds
Calculate per-product refund rate
6
Check Country Distribution in insights
See if refunds come from a specific region
Before: "Refunds are up 40%, I do not know why." After: "Product X (ASIN B08XXXXX) has a 22% refund rate from Amazon.co.uk due to size issues reported in 8 of 12 returns."
## ✅ Best Practices
Daily check: Review today's orders each morning to catch anomalies early (wrong prices, unexpected cancellations).
Weekly analysis: Use the 7-day view to identify trends in order volume, refund rates, and margin shifts.
Use filters aggressively: Combine date range + marketplace + status to answer specific questions.
Use tags: Tag products by supplier, category, season, or margin tier for segmented analysis.
Export regularly: Download monthly order data for your accountant or for offline analysis.
Compare products: Use the comparison feature to evaluate product performance side by side.
❓ FAQ
➡️ What's Next?
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