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91 KPIs

Profitability KPIs

Track costs, margins, advertising ROI, and profitability metrics to maximize your bottom line and optimize pricing strategies.

91

Total KPIs Available

7

Subcategories

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Expert Definitions

Revenue & Pricing

12 KPIs

Manufacturer's suggested retail price.

Current selling price on Amazon.

(List Price - Selling Price) / List Price * 100.

Price Elasticity

% change in demand / % change in price.

Competitive Price Index

Your price vs. average competitor price.

Price Change Frequency

Number of price changes in a period.

Revenue per Unit

Product Sales / Units Sold.

Promotional Revenue %

Revenue from promotional sales / total revenue.

Revenue from bundle sales.

Cross-sell Revenue

Revenue attributed to cross-selling.

Price Premium vs. Category

Your ASP vs. category average ASP.

Dynamic Pricing Effectiveness

Revenue lift from dynamic pricing vs. static.

Costs & Margins

29 KPIs

Cost of Goods Sold (COGS)

Direct cost to produce/acquire the product.

Amazon Referral Fee

Commission paid to Amazon per sale.

FBA Fulfillment Fee

Fee for FBA pick, pack, and ship.

FBA Storage Fee

Monthly storage fee for inventory in FBA.

Total Amazon Fees

Sum of all Amazon fees per unit.

(Revenue - COGS) / Revenue * 100.

Contribution Margin

(Revenue - COGS - Amazon Fees) / Revenue * 100.

(Revenue - COGS - Amazon Fees - Ad Spend) / Revenue * 100.

Revenue - COGS.

Contribution Profit

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.

Cost per Unit (Landed)

COGS + shipping + duties + Amazon fees.

Margin Erosion Rate

Rate of margin decline over time.

Break-even Price

Minimum selling price to achieve 0% margin.

Price-to-Cost Ratio

Selling Price / Total Cost per Unit.

Contribution Margin 1 (CM1)

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.

Contribution Margin 2 (CM2)

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.

Contribution Margin 3 (CM3)

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.

FBA Inbound Transportation Fee

Fee charged by Amazon for transporting inventory from receiving centers to fulfillment centers using Amazon's partnered carrier program.

Deal Participation Fee

Fee charged by Amazon for running Lightning Deals, 7-Day Deals, or Best Deals on your products.

Coupon Performance Fee

Amazon charges $0.60 per coupon redeemed by customers, in addition to the discount amount you offer.

FBA Disposal Fee

Fee charged by Amazon to dispose of unsellable or excess inventory stored in FBA warehouses.

Discounts (Variable Cost)

Total discount amount given to customers through promotions, coupons, deals, and Subscribe & Save, tracked as a variable cost line item.

Advertising ROI

20 KPIs

Total advertising spend across all campaigns.

Advertising Cost of Sales (ACoS)

Ad Spend / Attributed Sales * 100.

Return on Ad Spend (ROAS)

Attributed Sales / Ad Spend.

Total Advertising Cost of Sales (TACoS)

Ad Spend / Total Sales * 100.

Attributed Sales

Sales directly attributed to advertising.

Attributed Units

Units sold directly attributed to advertising.

Cost per Click (CPC)

Ad Spend / Clicks.

Click-Through Rate (CTR)

Clicks / Impressions * 100.

Conversion Rate (CVR)

Attributed Orders / Clicks * 100.

Cost per Acquisition (CPA)

Ad Spend / Attributed Orders.

Number of times ads were displayed.

Number of clicks on ads.

Impression Share

Your impressions / Total available impressions.

Organic Sales Lift

Incremental organic sales attributed to advertising.

Ad Spend / (Attributed Sales + Organic Sales Lift) * 100.

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.

PPC Units Percentage

Share of total units sold that came from PPC advertising. Indicates how dependent a product is on paid traffic.

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.

Percent / Ratio

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.

Display & Video Advertising

12 KPIs

Amazon DSP metrics including viewability, video completion rates, brand lift, reach, frequency, and cross-device performance for programmatic display and video campaigns.

Viewable Impressions

Ad impressions meeting MRC viewability standards (MOAT certified).

Viewability Rate

Viewable Impressions / Total Impressions * 100.

Video Completion Rate (VCR)

Video ads watched to 100% completion / Total video ad starts * 100.

Video Quartile Rates

Percentage of video ads reaching 25%, 50%, 75%, and 100% completion.

Brand Lift - Awareness

Measured increase in brand awareness from DSP campaigns via Amazon Brand Lift studies.

Brand Lift - Consideration

Measured increase in brand consideration from DSP campaigns.

Brand Lift - Purchase Intent

Measured increase in purchase intent from DSP campaigns.

DSP Unique Reach

Unduplicated count of unique users reached by DSP campaigns.

Average number of ad exposures per unique user.

Pixel Fire Rate

Percentage of conversion pixels successfully firing and recording events.

Total attributed sales from DSP / DSP ad spend.

Cross-Device Reach

Unique users reached across multiple devices (desktop, mobile, tablet, CTV).

Attribution & External Traffic

8 KPIs

Track performance of external traffic sources (Google, Facebook, email) driving to Amazon, including cross-channel ROAS, attribution tags, and brand halo effects.

External Traffic Sessions

Sessions driven to Amazon from non-Amazon sources (Google, Facebook, email, etc.).

External Traffic Conversion Rate

Purchases from external traffic / External traffic sessions * 100.

Attribution Tag Clicks

Total clicks on Amazon Attribution tracking tags from external campaigns.

Non-Amazon Ad Revenue

Revenue attributed to external advertising (Google Ads, Meta Ads, TikTok, etc.).

Attribution Credits Used

Number of Amazon Attribution measurement credits consumed.

Cross-Channel ROAS

Total attributed sales (Amazon + external) / Total ad spend (Amazon + external).

Add-to-Cart from External

Number of add-to-cart events from external traffic sources.

Brand Halo Effect

Incremental organic traffic and sales lift from external advertising campaigns.

Sponsored Display

6 KPIs

Sponsored Display advertising metrics including viewable impressions, audience reach, remarketing performance, product targeting ROAS, and view-through conversions for retargeting campaigns.

SD Viewable Impressions

Sponsored Display impressions meeting MRC viewability standards (50% of ad pixels visible for 1 second).

SD Audience Reach

Unique users reached via Sponsored Display audience targeting (views remarketing, purchases remarketing, similar audiences).

SD Remarketing Performance

Conversion rate of Sponsored Display remarketing audiences (product viewers, cart abandoners).

SD Product Targeting ROAS

Return on Ad Spend for Sponsored Display product targeting strategy.

SD Contextual Targeting CTR

Click-through rate for Sponsored Display contextual targeting (category/interest-based).

SD View-Through Conversions

Conversions attributed to ad views without clicks (1-day view-through attribution).

Advanced Advertising Analytics

4 KPIs

Multi-touch attribution, new-to-brand customer acquisition, brand search impression share, and competitive conquest metrics for sophisticated advertising analysis.

Multi-Touch Attribution Revenue

Revenue attributed across multiple touchpoints in customer journey (first-touch, last-touch, linear, time-decay models).

New-to-Brand Customer Count

Absolute number of new-to-brand customers acquired (not percentage).

Brand Search Impression Share

Percentage of brand search term impressions captured by your ads.

Competitive Conquest Rate

Conversion rate when targeting competitor brand terms or product ASINs.

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