Seller + Vendor Analytics Dashboard User Guide
Complete guide to DataHawk's Seller + Vendor Analytics Dashboard, a unified Power BI view consolidating Seller Central and Vendor Central reporting.
DataHawk's Seller + Vendor Analytics Dashboard consolidates reporting across both Seller Central (3P) and Vendor Central (1P) accounts into a single executive view. It covers traffic, sales, advertising, and inventory, with unified metrics designed for brands operating on both channels simultaneously. Because the revenue models differ structurally, on the Vendor side, earned revenue (Shipped COGS) differs from consumer demand (Ordered Revenue), while on the Seller side these are the same figure, all combined metrics are clearly labelled to reflect which revenue base they use.
Questions this dashboard helps answer
- What is my total business performance across both Seller Central and Vendor Central?
- How is revenue split between my 1P and 3P channels?
- How does consumer demand (Ordered Revenue) compare to my earned revenue (Shipped COGS) on the Vendor side?
- How efficient is my advertising spend across both channels combined?
- What is the profitability breakdown for each channel after fees, COGS, and advertising?
- Which products are the top performers across Seller and Vendor?
- What is my current FBA inventory status and when do I need to replenish?
- How does my Vendor inventory cover projected demand, and what is Amazon's restocking forecast?
- How has my blended average selling price evolved across both channels?
Before you start
What you need:
- Seller Central account connected in DataHawk
- Vendor Central account connected in DataHawk
- Advertising account connected in DataHawk (Seller and/or Vendor)
- COGS uploaded to DataHawk (required for P&L tabs: See Upload Product Expenses)
Set up: Download and configure the Power BI template. See Connect to Power BI.
Data history: The Inventory Timeline tab covers the past 30 days only. All other tabs support the full historical range available in your DataHawk workspace.
Dashboard tabs at a glance
| Tab | What it shows |
|---|---|
| Executive Seller + Vendor | Combined Seller + Vendor executive summary with blended revenue, units, page views, and advertising metrics |
| Traffic Seller | Seller Central traffic metrics |
| Traffic Vendor | Vendor Central traffic metrics |
| Sales Seller | Seller Central sales performance: orders, units, ASP, AOV, page views, and conversion |
| Sales Vendor | Vendor Central sales performance: Shipped COGS, Ordered Revenue, Glance Views, and conversion |
| Advertising | Consolidated advertising performance across SP, SB, and SD for both channels |
| P&L | Full profit and loss for Seller Central; gross revenue through net profit |
| Profit Explorer | Full profit and loss for Vendor Central; shipped revenue through net profit |
| Inventory Timeline Seller | 30-day FBA inventory history across all fulfillment stages (Seller) |
| FBA Recommendations Seller | Amazon's restock suggestions and custom replenishment calculations (Seller) |
| Vendor Inventory Snapshot | Vendor inventory health, aging, purchase orders, and Amazon demand forecast |
| Explorer | Custom cross-metric analysis with any two metrics plotted over a configurable timeline |
| Download Center | Build and export custom data tables by selecting rows, columns, and metrics |
Dashboard filters
Global slicers apply to all pages unless a page has its own local slicer, in which case the local slicer takes precedence.
Date filters
| Filter | What it does |
|---|---|
| Date Range | Calendar picker for start and end dates |
| Granularity | Year / Quarter / Month / Week / Day |
| Period comparison | Toggle between PoP (period over period) and YoY (year over year) |
Scope filters
| Filter | What it does |
|---|---|
| Marketplace | Filter by Amazon country (US, CA, UK, DE, etc.) |
| Seller Account | Filter by connected Seller Central account |
| Vendor Account | Filter by connected Vendor Central account |
| Brand | Filter by brand name |
| Tags | Filter by custom ASIN tags created in DataHawk |
| ASIN | Filter by specific ASINs |
| SKU | Filter by specific Seller SKUs |
Dashboard reports page by page
Metrics
Formulas used in this dashboard. Concept-level definitions for acronyms live in the Glossary.
Blended revenue and ASP
| Metric | Formula / definition | Notes |
|---|---|---|
| Total Earned Revenue | Seller Ordered Product Sales + Vendor Shipped COGS | Brand's actual earned revenue from Amazon |
| Total Ordered Revenue (Demand View) | Seller Ordered Product Sales + Vendor Ordered Revenue | Consumer demand at retail prices |
| Total Units Ordered | Seller Units Ordered + Vendor Ordered Units | Across both channels |
| Total Page Views | Seller Page Views + Vendor Glance Views | Combined product detail page loads |
| Unit View Percentage | Units Sold ÷ Total Page Views × 100 | Conversion proxy |
| ASP (Seller) | Ordered Product Sales ÷ Units Ordered | Retail price per unit received by the Seller |
| ASP Ordered Revenue basis (Vendor) | Ordered Revenue ÷ Ordered Units | Amazon's retail price per unit: demand view |
| AWP (Vendor) | Shipped COGS ÷ Shipped Units | Actual price per unit received by the Vendor from Amazon |
| Blended ASP (Ordered Revenue basis) | (Seller Sales + Vendor Ordered Revenue) ÷ Total Units Ordered | Benchmarkable retail ASP |
| Blended ASP (Earned Revenue basis) | (Seller Sales + Vendor Shipped COGS) ÷ Total Units | Average price per unit the brand actually receives |
| Return Rate (Vendor) | Customer Returns ÷ Shipped Revenue × 100 | Returns applied to original sale date |
Advertising
| Metric | Formula / definition | Notes |
|---|---|---|
| ACoS | Ad Spend ÷ Ad Sales × 100 | Lower is more efficient |
| RoAS | Ad Sales ÷ Ad Spend | Inverse of ACoS, expressed as a multiplier |
| TACoS (Ordered Revenue basis) | Ad Spend ÷ Total Ordered Revenue × 100 | Advertising efficiency vs. retail demand, benchmark-comparable |
| TACoS (Earned Revenue basis) | Ad Spend ÷ Total Earned Revenue × 100 | Ad spend vs. earned revenue, supplementary and not benchmark-comparable |
| CTR | Clicks ÷ Impressions × 100 | |
| CPC | Ad Spend ÷ Clicks | |
| CVR | Orders from Ads ÷ Clicks × 100 | Attribution per Amazon's 14-day post-click window |
For analysts: data sources & methodology
Source tables and datasets
This dashboard unions Seller Central, Vendor Central, and Amazon Advertising data. For a full column reference, see the Exhaustive Column Referential.
- Seller side: Selling Partner API (Ordered Product Sales, Units Ordered, Page Views, Sessions).
- Vendor side: Vendor Central Sales Diagnostic (Shipped Revenue, Shipped COGS, Ordered Revenue, Ordered Units, Glance Views).
- Advertising: Amazon Ads API. Ad metrics are unified across Seller and Vendor accounts and can be filtered by account type (1P / 3P).
Attribution and methodology
- Period comparison: The dashboard auto-selects PoP or YoY based on the time granularity you pick (e.g. MoM if you select Month). Don't assume one comparison applies everywhere.
- Shipped Revenue is derived, not sourced: Vendor Shipped COGS × (1 + Retail Margin %). Use Shipped COGS for the brand's actual earned revenue from Amazon, and Shipped Revenue for Amazon's retail price view.
- Ordered Revenue / Ordered Units represent consumer demand at the moment of order placement, regardless of shipment status. They are the Vendor analog of Seller's Ordered Product Sales.
- Customer Returns are applied to the original sale date for both Seller and Vendor sides.
- Ad attribution follows Amazon's 14-day post-click window.
Cross-dashboard differences
The Seller + Vendor view introduces blended revenue metrics that don't exist on the Seller-only or Vendor-only dashboards. When reconciling against those dashboards or against Seller / Vendor Central directly, pick the right basis:
- Total Earned Revenue = Seller Ordered Product Sales + Vendor Shipped COGS. Use this for the brand's actual revenue from Amazon.
- Total Ordered Revenue (Demand View) = Seller Ordered Product Sales + Vendor Ordered Revenue. Use this for retail-price benchmarking against competitors or category data.
- TACoS has two flavors here: Ordered Revenue basis is benchmark-comparable; earned Revenue basis is supplementary and not comparable to industry benchmarks. The Seller-only dashboard uses Ordered Product Sales as the denominator. The Vendor-only dashboard uses Shipped COGS. Always note which basis you are quoting.
- Blended ASP likewise has Ordered Revenue and Earned Revenue bases: Pick the one matching the question (retail price per unit vs. Price actually received per unit).
- AWP (Vendor) = Shipped COGS ÷ Shipped Units. Vendor-side actual price-per-unit; only meaningful for the Vendor component, not for the blended view.
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