Amazon KPI Library
Explore 264+ Amazon metrics and KPIs. Every metric documented with definition, source, and tracking frequency — the reference catalogue Nova is built on.
Showing 264 of 264 KPIs
Number of unique visits to a product detail page.
Total page views to a product detail page.
Ordered units divided by sessions.
Percentage of page views where your offer held the Buy Box.
Adds to cart divided by page views.
Detail page views / impressions from ads.
Whether SKU is eligible and % of orders via Subscribe & Save.
Share of orders from customers who haven't purchased from your brand in past 12 months.
Orders from repeat customers / total orders.
Estimated gross profit generated by a customer over lifecycle.
Percentage of items added to cart but not purchased.
Position of your ASIN in organic search results.
Position of your ad in sponsored placements for a keyword.
Share of total listings or ad impressions your brand owns for a SERP.
Estimated search volume for a query.
Your share of total clicks for a search query.
Your share of total conversions for a search query.
Percent of ad impressions at top of search.
Whether ASIN is indexed for a given keyword.
Best Sellers Rank in main and sub-category.
Total units ordered (including cancelled orders).
Net units sold (after cancellations and returns).
Total revenue from product sales.
Product Sales / Units Sold.
Year-over-year growth in units ordered.
Year-over-year growth in product sales.
Month-over-month growth in units ordered.
Month-over-month growth in product sales.
Your brand's share of total category sales.
Average units sold per day.
Product Sales / Sessions.
Number of orders placed.
Average units per order.
Current period sales vs. average period sales.
Total active Subscribe & Save subscriptions for your products.
Percentage of Subscribe & Save subscriptions cancelled per month.
Percentage of subscribers continuing after 3, 6, and 12 months.
Average total revenue generated per Subscribe & Save subscriber over their lifecycle.
Average discount percentage offered for Subscribe & Save orders.
Percentage of total product revenue from Subscribe & Save orders.
Percentage of first-time purchases that convert to Subscribe & Save subscriptions.
Percentage of cancelled Subscribe & Save subscriptions that are reactivated.
Total impressions of brand posts on Amazon's social shopping feed.
Engagement actions (likes, clicks, saves) / Impressions * 100.
Clicks to product pages / Total impressions * 100.
Total views of Amazon Live shopping streams (concurrent viewers × session duration).
Purchases during or within 24 hours of live stream / Total viewers * 100.
Percentage of product page sessions where video is viewed.
Revenue distribution across Amazon marketplaces (US, UK, DE, JP, etc.).
Revenue by currency with FX conversion tracking for international selling.
Manufacturer's suggested retail price.
Current selling price on Amazon.
(List Price - Selling Price) / List Price * 100.
% change in demand / % change in price.
Your price vs. average competitor price.
Number of price changes in a period.
Product Sales / Units Sold.
Revenue from promotional sales / total revenue.
Revenue from bundle sales.
Revenue attributed to cross-selling.
Your ASP vs. category average ASP.
Revenue lift from dynamic pricing vs. static.
Direct cost to produce/acquire the product.
Commission paid to Amazon per sale.
Fee for FBA pick, pack, and ship.
Monthly storage fee for inventory in FBA.
Sum of all Amazon fees per unit.
(Revenue - COGS) / Revenue * 100.
(Revenue - COGS - Amazon Fees) / Revenue * 100.
(Revenue - COGS - Amazon Fees - Ad Spend) / Revenue * 100.
Revenue - COGS.
Revenue - COGS - Amazon Fees.
Revenue - COGS - Amazon Fees - Ad Spend.
Units returned / Units sold * 100.
Cost associated with processing returns.
Refunded orders / Total orders * 100.
COGS + shipping + duties + Amazon fees.
Rate of margin decline over time.
Minimum selling price to achieve 0% margin.
Selling Price / Total Cost per Unit.
Total advertising spend across all campaigns.
Ad Spend / Attributed Sales * 100.
Attributed Sales / Ad Spend.
Ad Spend / Total Sales * 100.
Sales directly attributed to advertising.
Units sold directly attributed to advertising.
Ad Spend / Clicks.
Clicks / Impressions * 100.
Attributed Orders / Clicks * 100.
Ad Spend / Attributed Orders.
Number of times ads were displayed.
Number of clicks on ads.
Your impressions / Total available impressions.
Incremental organic sales attributed to advertising.
Ad Spend / (Attributed Sales + Organic Sales Lift) * 100.
Ad impressions meeting MRC viewability standards (MOAT certified).
Viewable Impressions / Total Impressions * 100.
Video ads watched to 100% completion / Total video ad starts * 100.
Percentage of video ads reaching 25%, 50%, 75%, and 100% completion.
Measured increase in brand awareness from DSP campaigns via Amazon Brand Lift studies.
Measured increase in brand consideration from DSP campaigns.
Measured increase in purchase intent from DSP campaigns.
Unduplicated count of unique users reached by DSP campaigns.
Average number of ad exposures per unique user.
Percentage of conversion pixels successfully firing and recording events.
Total attributed sales from DSP / DSP ad spend.
Unique users reached across multiple devices (desktop, mobile, tablet, CTV).
Sessions driven to Amazon from non-Amazon sources (Google, Facebook, email, etc.).
Purchases from external traffic / External traffic sessions * 100.
Total clicks on Amazon Attribution tracking tags from external campaigns.
Revenue attributed to external advertising (Google Ads, Meta Ads, TikTok, etc.).
Number of Amazon Attribution measurement credits consumed.
Total attributed sales (Amazon + external) / Total ad spend (Amazon + external).
Number of add-to-cart events from external traffic sources.
Incremental organic traffic and sales lift from external advertising campaigns.
Sponsored Display impressions meeting MRC viewability standards (50% of ad pixels visible for 1 second).
Unique users reached via Sponsored Display audience targeting (views remarketing, purchases remarketing, similar audiences).
Conversion rate of Sponsored Display remarketing audiences (product viewers, cart abandoners).
Return on Ad Spend for Sponsored Display product targeting strategy.
Click-through rate for Sponsored Display contextual targeting (category/interest-based).
Conversions attributed to ad views without clicks (1-day view-through attribution).
Revenue attributed across multiple touchpoints in customer journey (first-touch, last-touch, linear, time-decay models).
Absolute number of new-to-brand customers acquired (not percentage).
Percentage of brand search term impressions captured by your ads.
Conversion rate when targeting competitor brand terms or product ASINs.
Current units in stock at Amazon fulfillment centers.
Inventory Level / Average Daily Sales.
COGS / Average Inventory Value.
Days out of stock / Total days * 100.
Estimated sales lost due to stockouts.
Inventory exceeding optimal levels.
Inventory not available for sale due to listing issues.
Inventory in FBA for 90+ days.
Amazon's composite inventory health rating.
Inventory level that triggers reorder.
Buffer inventory to prevent stockouts.
Optimal order quantity to minimize total costs.
Cost to hold inventory (storage, insurance, obsolescence).
Units sold / Units received * 100.
System inventory vs. actual inventory.
On-time delivery of inbound shipments.
Shipments with receiving problems / Total shipments.
Rate at which inventory is sold and replaced.
Cost of holding excess inventory.
Inventory written off / Total inventory * 100.
Actual sales vs. forecasted sales.
Time from order placement to inventory availability.
Defective orders / Total orders * 100.
Orders delivered on time, complete, and damage-free.
Late shipments / Total shipments * 100.
Cancelled orders / Total orders * 100.
Shipments with valid tracking / Total shipments * 100.
Orders delivered by promised date / Total orders * 100.
Total shipping costs / Units shipped.
Percentage of orders by fulfillment method (FBA/FBM).
Average days from order to delivery.
Orders with packaging issues / Total orders * 100.
Deliveries with exceptions / Total deliveries * 100.
Total fulfillment costs / Number of shipments.
A-to-Z claims filed by customers / Total orders * 100.
Credit card chargebacks / Total orders * 100.
Orders with chargebacks / Total orders * 100.
Average seller feedback rating from customers (1-5 stars).
Percentage of negative feedback successfully removed through appeals.
Combined negative customer experience signals (returns, negative reviews, A-to-Z claims).
Amazon's composite rating of overall customer experience health.
Number of active policy violation warnings on seller account.
Total Seller Performance Notifications received in time period.
Amazon's Inventory Performance Index score measuring inventory management efficiency.
Percentage of inventory flagged as excess (over 90 days of supply).
Percentage of inventory below recommended reorder point.
Percentage of time actively sold ASINs are in stock and available.
Units sold and shipped in past 90 days / Average units available.
Percentage of FBA inventory unavailable for purchase due to listing issues.
Percentage of time product is in stock and available.
Amazon's assessment of listing completeness and quality.
Quality rating of product images.
Percentage of required product attributes populated.
Percentage of variations with complete content.
Percentage of ASINs suppressed from search.
Listings with defects / Total listings * 100.
New products meeting launch targets / Total launches * 100.
Catalog submissions with errors / Total submissions * 100.
Current stage of product lifecycle (Launch/Growth/Maturity/Decline).
Average customer rating for the product.
Total number of customer reviews.
New reviews per day/week/month.
Percentage breakdown of 1-5 star reviews.
1-2 star reviews / Total reviews * 100.
Sentiment analysis score of review text.
Number of customer questions on product page.
Answered questions / Total questions * 100.
Views of Enhanced Brand Content / A+ Content.
Conversion rate improvement from A+ Content.
Average time to respond to customer inquiries.
Overall customer satisfaction rating.
Customer likelihood to recommend product/brand.
Customer complaints / Total orders * 100.
Single-page sessions / Total sessions * 100.
Total number of reviews received from Amazon Vine program members.
Average star rating from Amazon Vine program reviews.
Cost per ASIN enrolled in Amazon Vine program.
Amazon Vine reviews received per week after enrollment.
Tracking of competitor pricing changes.
Analysis of competitor review ratings and counts.
Your brand's market share trend over time.
Overall category sales growth rate.
New competitors entering your market.
Estimated advertising spend by competitors.
Trend in search volume for category keywords.
Historical seasonal demand patterns for category.
Market-level price sensitivity analysis.
Measure of brand recognition in the market.
Market share of top competitors.
Rate of new product introductions in category.
Search volume for brand-related keywords.
Conversion rate for brand search terms.
Brand's share of category search results.
Repeat purchase rate for brand customers.
Brand's price premium vs. category average.
Brand performance across multiple categories.
Sentiment of brand mentions in reviews and social.
Visits to Amazon Brand Store.
Number of counterfeit infringement claims filed via Amazon Brand Registry Report a Violation tool.
Self-service counterfeit removals executed via Amazon Project Zero automated protections.
Percentage of ASINs enrolled in Amazon Transparency anti-counterfeiting program.
Number of ASINs with restricted selling requiring approval to sell.
Intellectual property violation reports filed (trademark, copyright, patent infringement).
Reports filed against unauthorized third-party sellers on brand listings.
Percentage of time Buy Box is suppressed due to policy violations or quality issues.
Composite brand health score based on reviews, returns, complaints, and violations.
Percentage of restricted product ASINs with required documentation and approvals.
Percentage of listings with content policy violations (prohibited claims, restricted terms, etc.).
Your position vs. key competitors across metrics.
Product feature completeness vs. competitors.
Review count difference vs. top competitors.
Star rating difference vs. competitors.
Shared keywords with competitors.
Percentage of head-to-head comparisons won.
Assessment of competitive threat intensity.
Revenue minus Cost of Goods Sold. CM1 isolates product-level profitability before any platform fees or advertising costs are deducted.
Contribution Margin 1 as a percentage of revenue. Shows what share of each dollar remains after covering production costs.
CM1 minus total advertising spend. CM2 reveals true product profitability after both production and customer acquisition costs.
Contribution Margin 2 as a percentage of revenue. Shows profitability after COGS and advertising.
CM2 minus all Amazon fees (referral, FBA fulfillment, storage, and other variable costs). CM3 is the true bottom-line profit per product after all direct costs.
Contribution Margin 3 as a percentage of revenue. The ultimate product-level profitability metric after all direct costs are deducted.
Total units sold that are directly attributed to pay-per-click advertising campaigns (Sponsored Products, Sponsored Brands, Sponsored Display).
Units sold through organic (non-paid) traffic. Calculated as Total Units minus PPC Units.
Share of total units sold that came from PPC advertising. Indicates how dependent a product is on paid traffic.
Fee charged by Amazon for transporting inventory from receiving centers to fulfillment centers using Amazon's partnered carrier program.
Fee charged by Amazon for running Lightning Deals, 7-Day Deals, or Best Deals on your products.
Amazon charges $0.60 per coupon redeemed by customers, in addition to the discount amount you offer.
Fee charged by Amazon to dispose of unsellable or excess inventory stored in FBA warehouses.
Total discount amount given to customers through promotions, coupons, deals, and Subscribe & Save, tracked as a variable cost line item.
Total dollar value of all merchandise sold through your Amazon store before deductions for returns, fees, refunds, or discounts.
ACoS measures ad spend against ad-attributed sales only; TACoS measures ad spend against total sales (organic + paid). TACoS is the better long-term efficiency signal.
ACoS is ad spend divided by ad sales (lower is better). RoAS is ad sales divided by ad spend (higher is better). They are mathematical inverses: RoAS = 1 / ACoS.
TACoS measures ad spend against total (organic + paid) sales. RoAS measures ad sales against ad spend. TACoS is the portfolio-level efficiency signal; RoAS is the campaign-level return.
Gross Margin is revenue minus COGS. Net Margin subtracts every direct cost including Amazon fees and ad spend. The gap between them is where FBA sellers lose most of their profit.
Sessions count unique 24-hour visits to a listing. Page Views count every detail-page load in that session. Page Views per Session reveals how deep shoppers browse.
There is no universal good ACoS. The right target is anchored to your product's contribution margin: an ACoS below your margin means ad-attributed sales are profitable.
A healthy TACoS depends on brand maturity. Launch brands run 25%+ TACoS. Mature brands with strong organic ranking run 8-15%. TACoS trending down over months signals compounding organic strength.
For private-label brands with the only offer, Buy Box % should be 95%+. Any dip below 90% usually flags a pricing issue, out-of-stock event, or a hijacker on the listing.
Amazon Unit Session % (conversion rate) benchmarks: 5-10% is average across most categories, 10-15% is strong, 15%+ is exceptional. Compare only to same-category ASINs at the same price point.
Measured coverage
What sits behind the catalogue
Amazon does not hand you a profit figure. It hands you settlements, order reports and fee lines spread across separate endpoints, in different shapes, that only mean something once they are matched up.
Nova does that matching before the question is asked. 73 charge lines, 45 refund lines and 21 reimbursement types, 139 money movements in all, reconciled down to one SKU on one day. An assistant asking Nova asks once and gets the reconciled answer. An assistant querying Amazon directly spends its context paginating and joining, and can still get it wrong.
- 73
- Charge lines
- 45
- Refund lines
- 21
- Reimbursement types
- 236
- P&L measures
- 84
- Listing health fields
- 75
- Search Query Performance fields
- 34
- Advertising targeting fields
- 34
- Inventory fields
- 27
- Live data models
Fees, commissions, chargebacks and surcharges, each matched to the SKU and day it hit
The refund side of those charges, so a returned unit lands on the right day
Amazon paying you back for lost, damaged or miscounted stock
Everything you can ask of the profit model, from net margin to fee share of sales
Suppressions, buy box state, content and image checks on your own ASINs
Impression, click, add to cart and purchase share for the queries you rank on
Campaign, ad group, keyword and target level spend and return
Stock on hand, inbound, reserved, unfulfillable and days of cover
Modelled and joined before your assistant sees them, across 23 Amazon marketplaces
The P&L contains the current trading day, not yesterday's close. Counted from the Nova warehouse schema, September 2026.
Pull every Amazon KPI into one dashboard
Nova fetches these 264+ metrics from Seller Central, SP-API, and the Ads API — refreshed continuously, ready to query.