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      Understanding the “KPI Benchmark Summary” and “ASINs to Watch” Reports

      Overview

      The KPI Benchmark Summary and ASINs to Watch reports are designed to help you monitor key financial performance indicators (KPIs) against benchmarks, enabling you to identify high-performing ASINs to scale and underperforming ones to fix, reposition, or retire. These tools give you the visibility to stop profit leaks and fuel growth with data-driven confidence.

      Purpose of the KPI Benchmark Report

      Quickly assess your overall business health by comparing your core financial KPIs against industry-accepted or custom-set benchmarks. View both aggregate and weekly trends over a rolling 12-week period.

      kpi-benchmark-summary

      Key Features

      • 12-Week Average Financial KPI View
         Track aggregate KPI performance for the last 12 weeks.
      • Weekly Financial KPI View
         Track KPI performance for each of the last 12 weeks.
      • Benchmark Ratings
         Visual indicators help you instantly gauge performance as compared to the benchmark criteria defined in the SellerPulse Settings :

      kpi-benchmark-legend

      • Tracked KPIs
        • Sales Growth - Sales Growth (week over week) - the percentage change in product sales over the previous week.

        • Product Cost (% of Sales) = Total product cost as a percentage of sales. (uploaded in SellerPulse Settings)

        • Return Rate = Returns as a percentage of sales (Units Returned / Units Sold)

        • FBA Fees (% of Sales) = the proportion of a product's FBA fees to its total sales (Total Fees / Total Sales). This metric shows how much of your sales is consumed by FBA Fees.

        • TACoS (% of Sales) = total advertising cost of sale (Total Ad Spend / Total Sales). TACoS provides insight into how advertising impacts overall sales performance, including organic sales.

        • Net Proceeds (% of Sales) = Net proceeds as a percentage of sales where
          Net Proceeds is the total proceeds for each product after accounting for Product Costs, Refunds, FBA Fees, and Ad Spend (Proceeds = Sales - Product Costs - Refunds - FBA Fees - Ad Spend). 

        • ROI = Net Proceeds / Product Cost

      • Filters
        • Category and Brand filters (same as in SKU Economics reports)

      ASINs to Watch Report

      Purpose

      Identify your most and least profitable ASINs weekly to quickly decide where to double down or where to take corrective action.

      asins-to-watch

      Key Features

      • Top 10 ASINs by Net Proceeds ($)
         Highlights the most profitable ASINs of the week.

      • Bottom 10 ASINs by Net Proceeds ($)
         Flags the least profitable ASINs — ideal for review or troubleshooting.

      • Additional Data Columns
        • Weekly Sales ($)
        • Weekly Net Proceeds ($)
          Use this to assess both weekly sales velocity and weekly profit velocity per ASIN.
      Usability Notes
      • Currency Indicator at the top of the report

      Last Updated Timestamp

        • Data is scheduled to be refreshed every Monday
        • The data update covers the previous week: Sunday–Saturday
        • Labeled by the “Week Starting” date

      Example:

        • Data updated on Mon, May 5
        • Reflects data from Sun, Apr 27 – Sat, May 3
        • Chart label = Week Starting Apr 27

      KPI Benchmark Settings: Default vs. Custom

      Accessing Settings

      • Navigate to SellerPulse Settings in the left-hand menu
      Select the KPI Benchmarks tab

      kpi-benchmark-settings

      Two Key Actions You Can Take

      1. Select Which Benchmark Ratings Scale to Use

      Choose whether you want to use:

      • Default Benchmarks
         Built-in industry-best practice KPI thresholds, ideal for broad performance tracking across common Amazon business models.
      • Custom Benchmarks
         Personalized benchmark thresholds tailored to your specific cost structure, category dynamics, or business goals.


      Switching between default and custom benchmarks immediately changes how your KPI performance is rated in the Benchmark Summary report.

      2. Create a Custom Benchmark Scale

      Customize the benchmark ranges for each tracked KPI based on your business needs. You can:

      • Define your thresholds for what qualifies as:

      kpi-benchmark-legend

      Usability Notes

      • You can save your custom benchmark values without applying them right away. Benchmark editing and activation are separate steps, giving you flexibility to test or revise without immediately impacting your reports.
      • Changes are saved immediately and reflected across your reports once applied.

      You can toggle between default and custom settings at any time.

      Data Updates & Refresh Cycle

      Both reports are powered by data from the SKU Economics Module, refreshed weekly.

      • Update Schedule: Data is scheduled to be refreshed every Monday
      • Data Coverage: The data update covers the previous week: Sunday–Saturday
      • Date Labels: Data points are marked by the "Week Starting" date
        • Example:

      • Data updated on Monday, May 5
      • Reflects data from Sun, Apr 27 – Sat, May 3
      • Chart label = Week Starting Apr 27