The Overview lists every SKU with its own profit, but a long sortable table is data, not an answer. The Insights screen ranks and groups your Amazon products so the ones that need attention come to the top, including the one that is easiest to miss: a product that sells well and loses money on every unit.
Insights cover Amazon only. Your shop, wholesale and other channels are not included, so expect these figures to differ from whole-business reports. All ranking is done on the server from your settled Amazon orders.
How to open it
Amazon ▸ Insights.
The shared period and marketplace bar sets the window. With no period chosen, Insights cover the last three months, because a ranking over a couple of weeks is mostly noise.
The summary tiles
| Tile | Meaning |
|---|---|
| Amazon revenue | Amazon sales in the window. |
| Amazon profit | After Amazon's fees and cost of goods; red and marked negative when below zero. |
| Units sold | Across all SKUs. |
| Products sold | Number of SKUs sold, and how many have no cost price (amber) or all have costs (green). |
| Top 5 share | Share of Amazon revenue from your five biggest products. |
| Carrying 80% | How many products make 80% of your Amazon revenue. |
Headlines
Under the tiles, a few short cards pick out what is worth reading if you read nothing else, coloured by severity: red for a problem, amber for a warning and blue for information.
The lenses
Chips choose the list. Each shows how many products it holds; Losing money and Sitting in FBA carry a dot when they are not empty, because those two mean money is leaking. Each list holds up to ten products.
| Lens | What it ranks |
|---|---|
| Best sellers | Most revenue: the products the business rides on. |
| Most profitable | Most profit after Amazon's cut and cost of goods. With no cost prices on file, it ranks on what Amazon leaves you. |
| Losing money | Negative after fees, refunds and cost, worst first. Selling more of these makes the loss bigger. |
| Most returned | Highest share of units coming back. Products with fewer than 5 units sold are left out, because one sale and one return is not a rate. |
| Thin margin | Profitable but under 10% margin. A fee change or a price war turns these negative first. |
| Amazon keeps most | Amazon's fees take more than 40% of the sale price, usually because of size, weight or referral category. |
| Slow movers | Fewest units sold: the tail to prune or promote. |
| Sitting in FBA | Stock Amazon holds that sold nothing in the window: storage fees with no revenue against them. |
A one-line description of the chosen lens sits above the list.
When cost prices are missing
If products have no cost price, an amber caution appears above the list explaining that the figures are before cost of goods. The ranking is still real (sale price less Amazon's cut), and the caution tells you how to make it true profit. The eye icon hides the caution until the page is reloaded.
The product list
Used by every lens except Sitting in FBA:
| Column | Meaning |
|---|---|
| SKU, Product | The product. |
| Units | Units sold. |
| Sales | Amazon sales. |
| Amazon kept | Amazon's fees as a share of the sale price; red above 40%. |
| Profit | Green or red; amber (with a tooltip) when the product has no cost price, because the figure is then before cost of goods. |
| Margin | Profit as a share of sales. |
| Per unit | Profit per unit sold. |
| Returned | Units returned and the return rate, with how many Amazon graded unsellable ("bad"). Red at 20% or more. |
Double-click a row (or select it and press Enter) to open the item's sales history.
Sitting in FBA
| Column | Meaning |
|---|---|
| SKU | The SKU holding the stock. |
| Also listed as | Other SKU spellings for the same physical stock, so one pool is not mistaken for several. |
| Mapped | yes, or unmapped (amber) when the SKU is not matched to a SeroBooks item, in which case its stock cannot be checked against sales. Map it on Products. |
| Units Amazon holds | Units at Amazon. |
Empty lists
An empty list means something different on each lens, and the screen says which: for example Nothing is losing money in this window… on Losing money, or, on Thin margin, a reminder that with cost prices set some products may well be thin.
Every list can be sorted, searched and exported (CSV, Excel or PDF); exports are titled with the lens and the window.
Common problems
Most profitable and Losing money look too good. Products have no cost price. Set purchase prices on your items; see Add or edit an item.
A product I know sells is missing from Most returned. It sold fewer than 5 units in the window.
Figures differ from my Profit & Loss. Insights are Amazon only and date sales by order, not by deposit. See the explanation on the Overview.