Envisioned Products — Executive Dashboard

Executive Overview All-time aggregated KPIs

Revenue Trend

Monthly total revenue split by D2C consumer and B2B wholesale sales.

Health Scorecard

At-a-glance performance indicators.

DATA GAPS: No COGS/margin data. 2026 monthly data limited to Jan. Recommend adding P&L and inventory exports.

Sales by Month Revenue, units, sessions, CVR, refunds

Monthly Revenue

Sessions (D2C vs B2B)

Sessions

Total listing visits by channel.

D2C sessions declining from mid-2024 peaks
B2B sessions steady at ~1.3-1.8K/mo
Action: Increase PPC + external traffic to recover D2C volume

CVR Trend

Conversion Rate

% of sessions resulting in a purchase.

CVR improving from ~15% to ~17% — listing optimization working
Higher CVR partially offsets session decline
Action: Continue listing optimization — focus PPC on volume recovery

Refund Rate

% of units refunded per month.

Average ~6-7% — acceptable for Amazon
Spikes above 8% warrant SKU-level investigation
Action: Identify top-refunded SKUs, improve listing accuracy

Year-over-Year Comparison

Month	Revenue	Prev Year	YoY	Units	Prev Units	YoY	Sessions	Sess YoY

Year-over-Year

Same-month comparison isolating seasonal effects.

Revenue declining YoY — structural, not seasonal
Session drops are the primary driver; CVR is improving
Action: Traffic recovery is the #1 priority

Sales by ASIN SKU rankings, concentration, trends

Top 15 SKUs by Revenue

Top SKUs by Revenue

All-time revenue ranking across all months.

CS-0240 (2"x40" Cinch 6-Pack) is the clear #1 revenue driver
Top 5 mix cinch straps, bump protectors, and cable organizers — good diversity
Action: Protect top 5 with aggressive PPC defense and review velocity

Revenue Concentration

How revenue is distributed across SKU tiers — shows dependency risk.

Inner ring: top 5 vs rest. Outer ring: tier breakdown.
Heavy concentration in top SKUs = risk if any one product drops
Action: Grow #6-15 SKUs to reduce concentration below 30%

Top 5 SKU Monthly Trends

SKU Trends

Monthly revenue trajectory for top 5 SKUs.

CS-0240 shows seasonal peaks but overall decline
EV-1518/BK (cable organizer) is relatively stable
Action: Investigate CS-0240 decline — traffic loss, competitors, or pricing?

Top SKU Performance Table

SKU	Title	Rev ▼	Units	ASP	CVR%	B2B%	BBox	Sess

SKU Table

Click headers to sort. Use filters to search.

High CVR + Low Sessions = needs more traffic (PPC opportunity)
Low CVR + High Sessions = listing isn't converting (optimize)
Action: Sort by CVR to find hidden gems that lack traffic

Bottom 10 SKUs (Lowest Revenue)

SKU	Title	Revenue	Units	ASP	CVR%	Sessions

Bottom Performers

Lowest-revenue SKUs — candidates for review or discontinuation.

Low revenue may be acceptable for niche/long-tail SKUs
Zero-session SKUs may have listing or inventory issues
Action: Evaluate whether these SKUs justify catalog space and ad spend

Search Query Performance Brand keyword insights from Amazon Brand Analytics

Monthly Impressions & Clicks

Impressions & Clicks

Brand visibility in search results (impressions) and click-through volume.

Click growth outpacing impressions = improving listing appeal
Action: If impressions rise but clicks don't, test new thumbnails/titles

CTR & Purchase Rate

Click-through rate and purchase conversion from brand queries.

CTR = listing appeal in search. Purchase rate = conversion once they arrive
Action: CTR drops → test images/titles. Purchase drops → check reviews/pricing

High Performers

Keyword	Impr	Clicks	Purchases	CTR%	CVR%

High Performers

Keywords generating impressions, clicks, AND purchases.

These are your highest-value organic keywords — protect and scale
Action: Ensure exact-match PPC campaigns on every high performer

Opportunities (Clicks, No Purchases)

Keyword	Impr	Clicks	Purchases	CTR%	CVR%

Opportunities

Customers click but don't buy — a conversion gap.

Could be pricing, reviews, listing copy, or product-fit mismatch
Action: Review listings for these keywords — are you showing up for the right product?

PPC Advertising Sponsored Products — Last 30 Days

Portfolio Spend vs Sales

Ad spend vs attributed sales per product line. Green exceeding red = profitable.

Portfolio Table

Portfolio	Spend	Sales	ACOS	TACoS	ROAS	Orders	CVR%

Portfolio Table

ACOS = ad spend / sales. Below 25% = efficient. Above 40% = review needed.

Action: Portfolios over 40% ACOS need campaign audit

Top Search Terms by Sales

Term	Spend	Sales	Clicks	Orders	ACOS

Top Converting Terms

Customer searches generating the most ad revenue.

Wasted Spend (No Sales)

Term	Spend	Clicks	Impr

Wasted Spend

Terms with clicks but zero sales — pure waste.

Top Campaigns

Campaign	Spend	Sales	ACOS	ROAS	Orders

Campaign Table

Individual campaigns by spend.

Top-spend should have best ROAS. ACOS over 50% erodes margin.
Action: Shift budget from high-ACOS to proven performers below 25%

Seller Performance Daily operational metrics

Daily Revenue with 7-Day MA

Daily Revenue

Raw daily revenue smoothed with 7-day moving average to reveal the trend.

The 7-day MA is the signal — daily noise is normal
Sustained MA drops below $3K = investigate immediately
Action: Watch for 2+ week MA declines as early warnings

Daily Refund Rate (7-Day MA)

Daily Refund Rate

Daily % refunded, smoothed with 7-day MA.

Sustained spikes above 10% = product or listing issue
Action: Check Voice of Customer in Seller Central when MA spikes

Avg Revenue by Day of Week

Day of Week

Revenue patterns by weekday.

Weekdays typically outperform weekends (B2B buyer pattern)
Action: Consider higher PPC bids on your strongest weekdays

Top 10 Growth Moves Ranked by revenue impact

DATA GAPS: No COGS/margin data. 2026 monthly data limited to Jan. PPC covers last 30 days only. Recommend P&L, full-year PPC, and inventory reports.