My Real Profit offers more than 100 different KPIs so in order to figure out how each of them is calculated we prepared a file that contains all of the MRP metrics in one place.

As there are quite a lot of metrics, so we decided to break them down into:

If you are looking for a specific metric, try to find it by using the browser search feature (shown on the picture below): - Windows: Ctrl + F - Mac: Cmnd + F

The metrics glossary is broken down into values and calculated metrics.

Sales / Total Sales

⤷ Definition: Total revenue generated from customers, including the item price and shipping price for non-FBA orders. For FBA orders, this includes only the item price. Total Sales includes orders that are in Pending and Shipped status. If an order transitions from Pending to Canceled status, My Real Profit software will exclude this order from the Total Sales calculation.
Total Sales includes Amazon marketplace orders (FBA and FBM) in Pending and Shipped status. Orders that transition from Pending to Canceled are excluded. MCF (Multi-Channel Fulfillment) orders are not included.
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Metric type: value

Data Source: Amazon's "All Orders Report." Calculation: Sum of the item_price row.

Units / Units Sold

⤷ Definition: Total number of units sold within a selected time period. The Units Sold metric uses the same logic as described in Total Sales.

Metric type: value

Data Source: Pulled from Amazon's "All Orders Report." Calculation: Sum of the quantity row.

Orders

⤷ Definition: Total number of orders (Amazon marketplace orders IDs (FBA and FBM) in Pending and Shipped status. Orders that transition from Pending to Canceled are excluded. MCF (Multi-Channel Fulfillment) orders are not included) placed within a selected time period. One order can include multiple units.

Metric type: value

Data Source: Pulled from Amazon's "All Orders Report." Calculation: Sum of unique amazon order ids.

Cost of Goods (COGS)

⤷ Definition: The total value of the inventory sold during the selected time period. This cost must be manually added by the user on the Products and COGS page. Please refer to the video guide on how to enter COGS correctly.

Metric type: calculated metric

Data Source: My Real Profit – Products and COGS page. Calculation: COGS value x Units

Fulfillment Fees

⤷ Definition: The cost of delivering the products. This is the total amount of fulfillment fees for the selected time period.

When an order is in Pending status, the FBA fulfillment fee cost is not yet available and is usually delayed by Amazon (the delay can range from 1 to 7 days after the order is placed). My Real Profit uses the estimated FBA fee provided by Amazon (downloaded daily) until the actual cost becomes available. Once the actual FBA fee is posted on Amazon, My Real Profit will replace the estimation with the actual cost. All FBA fees are allocated by purchase date so the cost aligns with the order's placement date.

Metric type: value

Data Source: "Get my FBA fees" for estimation and "Reports Repository" for the actual number

Referral Fees

⤷ Definition: Revenue-based commission paid to Amazon for using the Amazon marketplace. This cost is a percentage-based commission, and the percentage varies by category. Referral fee calculations follow the same estimation logic as fulfillment fees. Once the order is posted, the estimation is replaced with the actual cost.

Metric type: value

Data Source: "Get my FBA fees" for estimation and "Reports Repository" for the actual number. Calculation: For FBA: Amazon commission % x (item price – discounts) For FBM: Amazon commission % x (item price + shipping price – discounts)

Advertising Spend / PPC Cost

⤷ Definition: The cost of using Amazon's pay-per-click (PPC) service to place your products in Sponsored placements. This cost should match your Amazon Campaign Manager, though there might be a 1-2% difference due to API data variations.

My Real Profit uses Advertised Product reports for Sponsored Products and Sponsored Display ads to accurately break down spending by ASIN.

For Sponsored Brands ads, the system divides the spend equally among all advertised ASINs (e.g., if there are three ASINs, the cost will be divided by three and allocated across those ASINs).

Metric type: value

Data Source: Campaign Manager

Advertising Sales / PPC Sales

⤷ Definition: Total revenue generated from pay-per-click (PPC) ads. This metric uses the same logic as the advertising cost described above.

Metric type: value

Data Source: Campaign Manager

Refunds

⤷ Definition: When a customer requests a refund on the Amazon platform, the seller will be charged. My Real Profit's "Refunds" section provides the final cost of customer refunds, which includes multiple transactions:

Metric type: value

Data Source: "Reports Repository" for refund amounts and refund administration fees. "FBA Customer Returns" report for sellable returns COGS.

Other Fees

⤷ Definition: This section contains general expenses at the account level. These costs cannot be broken down to the product level.

Metric type: value

Data Source: "Reports Repository" report

Storage Fee

⤷ Definition: The Amazon FBA (Fulfillment by Amazon) storage fee is the cost Amazon charges sellers for storing their inventory in its fulfillment centers. These fees are part of Amazon's FBA program and are based on the volume of your stored products, measured in cubic feet. This cost is estimated in My Real Profit because there is a delay before it becomes visible to sellers on Amazon. Amazon storage fees have a 1.5-month delay. Example: For October storage, you will be charged between November 8th and 15th. Using My Real Profit's estimation method, you can track these costs in real-time. The estimation is calculated by tracking your daily FBA inventory stock combined with your product measurements. This allows us to calculate how much space you occupy in Amazon's fulfillment centers and estimate the storage cost.

Once the actual cost is available, the estimation will be replaced with the actual cost (in development. not ready yet).

Metric type: value

Data Source: For estimation: "Manage FBA Inventory" and Listings report For actual cost: "Manage Storage Fees" report

Discounts

⤷ Definition: The total amount spent on discounts within a selected time period. Discount costs follow the same logic as described in Total Sales. It includes all types of promotions, such as coupons, brand-tailored promotions, subscribe and save, etc. The coupon redemption fee is a fixed cost per redeemed discount per order and varies by marketplace.

Metric type: value

Data Source: Pulled from Amazon's "All Orders Report." Calculation: Discounts: Sum of "item promotion discount" Coupon Redemption Fee: Unique orders with coupons used x coupon redemption cost.

Total Marketing

⤷ Definition: Total amount spent on promoting/marketing products on the Amazon platform. This cost includes advertising spend, discounts, lightning deals, and coupon redemption fees.

Metric type: calculated metric

Formula: Total Marketing = Advertising Spend + Discounts + Lightning Deals + Coupon Redemption Fees

Total Marketing %

⤷ Definition: Percentage of revenue spent on marketing activities.

Metric type: calculated metric

Formula: Total Marketing % = Total Marketing Spend / Total Sales

Adjustments

⤷ Definition: Refers to corrections or payments Amazon makes to your seller account for various reasons. Adjustments are changes Amazon applies to your account balance, typically related to inventory or order discrepancies. Reimbursements are payments Amazon provides to compensate for losses or errors for which it is responsible.

Metric type: value

Data Source: "Reports Repository" report

Manual Expenses

⤷ Definition: Costs that can be added by the user in the "Manual Expenses" tab.

Metric type: value

Data Source: My Real Profit – Manual Expenses page

Average Price

⤷ Definition: Average price of products sold within the selected time period, considering all discounts. Only includes units sold with an item price > 0. Excludes: Vine sales and replacements.

Metric type: calculated metric

Formula: Average Price = (Total Sales - Discounts) / Units Sold

Refund Rate (in Units)

⤷ Definition: Percentage of units refunded compared to the units sold.

Metric type: calculated metric

Formula: Refund Rate = Refunded Units / Units Sold

Refund Rate (in $)

⤷ Definition: Percentage of refund cost compared to the total sales.

Metric type: calculated metric

Formula: Refund Rate = Refunds / Total Sales

ROI (Return on Investment)

⤷ Definition: Profit generated relative to inventory costs. This metric is helpful because the only cost you pay upfront is your inventory. All other costs occur after the sale is made. ROI provides insight into how much money you make from the investment in inventory.

Metric type: calculated metric

Formula: ROI = Profit / Cost of Goods Sold (COGS)

Profit

⤷ Definition: Net income generated from sales, including all fees. This profit metric is used on a Profit dashboard.

Metric type: calculated metric

Formula:

Profit from Sales

⤷ Definition: Net income generated from sales, excluding certain fees not directly related to the sales. This metric helps evaluate the performance of marketing activities over a specific period. This profit metric is available only on advanced reports:

Exclusions: Adjustments, reimbursements, removal fees, subscription fees, long-term storage fees.

Metric type: calculated metric

Formula:

Organic Sales Purchased / Organic %

⤷ Definition: Sales of the product that was actually purchased, using Halo sales attribution. This is the primary organic metric used on the Day-to-Day report and for the Organic % calculation.

When Amazon attributes sales to a campaign, it reports all sales that occurred within that campaign — including products other than the one advertised. Organic Sales Purchased focuses only on the purchased product, making it the more accurate measure of true organic performance.

Metric type: calculated metric

Formula: Organic Sales Purchased = Total Sales – PPC Sales (purchased product) Organic % = (Organic Sales Purchased / Total Sales) × 100

Data Source: "All Orders Report" and "Campaign Manager" (Purchased Product reports)

Organic Sales Advertised

⤷ Definition: Total sales of the advertised product minus advertised sales. Available under the Advertising Analytics Sales page and Attribution page.

Important caveat: because Amazon reports all sales generated within a campaign (not just the advertised product), this metric may include sales of other products shown alongside the advertised ASIN. For this reason, Organic Sales Purchased is the preferred organic metric and is used on the Day-to-Day report.

Metric type: calculated metric

Formula: Organic Sales Advertised = Total Product Sales – Advertised Product Sales

Data Source: "All Orders Report" and "Campaign Manager" (Advertised Product report)

Attribution Windows

⤷ Definition: Available on the Advertising Analytics - "Attribution" page, sales are broken down by the time elapsed between an ad click and the resulting purchase. Shows when customers convert after clicking on an ad.

Attribution windows available:

Metric type: value

Data Source: Advertising API. Not avaliable in the Campaign Manager

ACoS / PPC ACoS

⤷ Definition: ACOS (Advertising Cost of Sales) measures the percentage of your ad spend compared to the revenue generated from ads. A lower ACOS indicates better advertising performance.

Metric type: calculated metric

Formula: PPC ACOS = (PPC Spend / PPC Sales) × 100

TACoS / PPC TACoS

⤷ Definition: TACOS (Total Advertising Cost of Sales) measures your ad spend as a percentage of total revenue, providing insight into the long-term impact of advertising on overall sales. A falling TACoS over time signals growing organic revenue momentum — your brand's organic sales are increasing relative to paid sales.

Metric type: calculated metric

Formula: TACOS = (PPC Spend / Total Sales) × 100

PPC CPA (Cost Per Action)

⤷ Definition: CPA calculates the average cost incurred to achieve one sale via PPC advertising. It shows how much you paid Amazon to generate one order from sponsored placements.

Metric type: calculated metric

Formula: PPC CPA = PPC Spend / PPC Orders

PPC Conversion Rate (PPC CVR)

⤷ Definition: This metric measures the percentage of clicks that result in a sale. A higher conversion rate indicates better ad targeting or product appeal.

Metric type: calculated metric

Formula: PPC Conversion Rate = PPC Orders / PPC Clicks

Cost Per Click (CPC)

⤷ Definition: CPC shows the average cost incurred each time someone clicks on your PPC ad. Your CPC is determined by your keyword bid and bid placement modifier.

Metric type: calculated metric

Formula: CPC = PPC Spend / PPC Clicks

Click-Through Rate (CTR)

⤷ Definition: CTR measures the percentage of impressions that result in clicks. A higher CTR often indicates more engaging or relevant ad content.

Metric type: calculated metric

Formula: CTR = (Clicks / Impressions) × 100

Net ACOS

⤷ Definition: A custom metric by My Real Profit. Net ACOS accounts for discounts applied to advertised sales. By default, Amazon uses only gross sales (excluding discounts). However, if you offer a coupon and run advertising for an ASIN, some buyers will utilize both marketing instruments, leading you to pay twice for one order. Discounts are estimated based on your Organic/PPC sales ratio. Example: If 50% of your total sales are advertised, 50% of your discount orders are assumed to be made through advertising.

Metric type: calculated metric

Formula: Net ACOS = PPC Spend / (PPC Sales – Discounts)

Return on Ad Spend (ROAS)

⤷ Definition: ROAS measures the revenue generated for every dollar spent on advertising. It indicates the effectiveness of your ad spend. A higher ROAS is better.

Metric type: calculated metric

Formula: ROAS = PPC Sales / PPC Spend

Break-Even ACOS / BE ACOS

⤷ Definition: This metric shows the ACOS level where you break even, meaning you neither make a profit nor incur a loss. BE ACOS helps determine your maximum ACOS threshold and understand whether your advertising is generating profit or loss:

BE ACOS is directly tied to your Customer Lifetime Value (LTV). The higher your LTV (i.e., the more a customer reorders), the higher the ACoS you can profitably sustain — because you recover the acquisition cost through repeat purchases. Use the BE ACoS calculator in the LTV & Subscriptions report to see your break-even threshold at 1, 3, 6, and 12-month LTV horizons.

Metric type: calculated metric

Formula: Break-Even ACOS = Profit Margin (excluding advertising costs). Can be found in "Profit calculator" dashboard LTV-adjusted BE ACOS = (Profit Per Unit × LTV in Units) / Sale Price. Can be found in "LTV & Subscriptions" dashboard

Break-Even ROAS / BE ROAS

⤷ Definition: This metric shows the ROAS level where you break even, meaning you neither make a profit nor incur a loss. BE ROAS helps determine your maximum ACOS threshold and understand whether your advertising is generating profit or loss:

Metric type: calculated metric

Formula: Break-Even ROAS = Total Sales / Total Costs

Advertising Profit

⤷ Definition: Net profit generated from advertising activity, calculated by deducting all direct product costs and ad spend from PPC-attributed sales.

Metric type: calculated metric

Formula: Advertising Profit = PPC Sales – COGS – FBA Fees – Referral Fees – PPC Spend

% of Zero Dollar Sales

⤷ Definition: Out of the total spend for a specific match type, the percentage of that budget that generated zero sales. The higher the percentage, the more wasted budget you have on non-converting keywords. Available under the Advertising Analytics - Keywords & Search Terms report.

Metric type: calculated metric

Formula: % of Zero Dollar Sales = Spend with $0 Sales / Total Spend × 100

Intraday and Placement Insights Report

⤷ Definition: Shows hourly advertising performance throughout the day, including hourly CPC data. Useful for identifying the best and worst performing hours for your campaigns.

📍 Timezone: The Intraday report uses PST (Pacific Standard Time — Los Angeles timezone).

Metric type: value

Data Source: Amazon Marketing Stream (hourly data)

Impressions

⤷ Definition: The total number of times your ad was displayed to shoppers on Amazon, across all placements and campaigns.

Metric type: value

Data Source: Campaign Manager

NTB Orders (New-to-Brand Orders)

⤷ Definition: Orders from shoppers who have never previously purchased from your brand. MRP uses full order history with no lookback window limit — if a customer purchased two years ago and buys again today, they are counted as a Repeat customer, not NTB. This differs from Amazon Advertising's 12-month lookback window, which would count that customer as NTB again.

NTB Orders are a key indicator of whether your marketing activities is acquiring genuinely new customers or mainly recapturing existing ones.

Metric type: value

Data Source: Seller Central All Orders report + Fulfulled Shippments report

NTB Sales (New-to-Brand Attributed Revenue)

⤷ Definition: Total revenue from NTB Orders.

Metric type: value

Data Source: Seller Central All Orders report + Fulfulled Shippments report

NTB % (New-to-Brand Percentage)

⤷ Definition: The percentage of your total sales that come from new-to-brand customers.

Metric type: calculated metric

Formula: NTB % = NTB Sales / Total Sales × 100

CAC/ NTB CPA

⤷ Definition: The average advertising spend required to acquire one new-to-brand customer. Should be evaluated against your LTV — if your LTV at 12 months significantly exceeds this cost, acquisition is profitable long-term.

Metric type: calculated metric

Formula: CAC/ NTB CPA = PPC Spend / NTB Orders

Sessions

⤷ Definition: The total number of unique visits to your product detail pages. Each session represents a unique customer viewing your listings, regardless of the number of pages visited.

Metric type: value

Source: Business Reports

Organic Traffic

⤷ Definition: The number of sessions generated from unpaid sources, such as organic search results within Amazon. Organic traffic indicates how well your product is performing in visibility without advertising.

Metric type: calculated metric

Source: Business Reports and Campaign Manager

Calculation: Organic Traffic = Sessions - PPC Clicks

Paid Traffic (PPC Clicks)

⤷ Definition: The number of sessions generated from paid advertising campaigns, including Sponsored Products, Sponsored Brands, and Sponsored Display ads.

Metric type: value

Source: Campaign Manager

Conversion Rate

⤷ Definition: The percentage of sessions that result in a purchase (order). This reflects how effectively your product listing converts visitors into buyers.

Metric type: calculated metric

Formula: Conversion Rate = (Orders / Sessions) × 100

Source: Business Reports

Unit Session %

⤷ Definition: The percentage of sessions that result in units being sold. This metric evaluates how effectively your sessions lead to product sales.

Metric type: calculated metric

Formula: Unit Session % = (Units Sold / Sessions) × 100

Source: Business Reports

Organic Unit Session %

⤷ Definition: The percentage of sessions from organic traffic that result in units being sold. This measures the effectiveness of unpaid traffic in driving sales.

Metric type: calculated metric

Formula: Organic Unit Session % = (Organic Units Sold / Organic Traffic) × 100

Source: Business Reports and Campaign Manager

PPC Unit Session %

⤷ Definition: The percentage of sessions from paid traffic that result in units being sold. This indicates how efficiently your paid campaigns drive sales.

Metric type: calculated metric

Formula: PPC Unit Session % = (PPC Units Sold / PPC Clicks) × 100

Source: Business Reports and Campaign Manager

Buy Box %

⤷ Definition: The percentage of time your product appears in the Buy Box, which is the section where customers can add items to their cart.

Metric type: value

Source: Business Reports

Sellable Stock

⤷ Definition: Total FBA inventory available for sale — units in Amazon's fulfilment centres that can be purchased and shipped to customers immediately.

Metric type: value

Data Source: "Manage FBA Inventory" report

Reserved Stock

⤷ Definition: Inventory held by Amazon for pending orders or shipment processing. Includes three sub-categories:

Metric type: value

Data Source: "Manage FBA Inventory" report

Pending Inbound

⤷ Definition: Inventory en route to Amazon fulfillment centers — units that have been shipped by the seller but not yet received or processed by Amazon.

Metric type: value

Data Source: "Manage FBA Inventory" report

Unsellable Stock

⤷ Definition: Inventory returned or damaged and not sellable. Includes units in unfulfillable condition that cannot be listed or shipped to customers.

Metric type: value

Data Source: "Manage FBA Inventory" report

Total FBA Stock

⤷ Definition: Sum of Sellable Stock, Reserved Stock, and Pending Inbound. The total number of units within the Amazon ecosystem at any point in time.

Metric type: calculated metric

Formula: Total FBA Stock = Sellable Stock + Reserved Stock + Pending Inbound

Inventory Value

⤷ Definition: The total cost value of your FBA stock, based on your uploaded COGS.

Metric type: calculated metric

Formula: Inventory Value = Total FBA Stock × COGS

Last 30-Day Sales

⤷ Definition: Units sold for a specific SKU in the last 30 days. Used as the baseline for velocity and coverage calculations.

Metric type: value

Data Source: "All Orders" report

Daily Units (Average Daily Sales Velocity)

⤷ Definition: The average number of units sold per day for a specific SKU, calculated from the last 30 days of sales. Used to estimate Days Coverage and Reorder Point.

Metric type: calculated metric

Formula: Daily Units = Last 30-Day Sales / 30

Days Coverage (Days of Inventory Remaining)

⤷ Definition: Estimated number of days your current stock will last, based on your average daily sales velocity. When Days Coverage falls below your supplier lead time, it is time to reorder.

Metric type: calculated metric

Formula: Days Coverage = Sellable Stock / Daily Units

⚠️ Note: Days Coverage uses only Sellable Stock and does not account for Pending Inbound units. Always review Pending Inbound alongside Days Coverage for a complete restock picture.

Data Source: "Manage FBA Inventory" report for stock data, "All Orders" report for units sold data

Stock Status

⤷ Definition: An inventory health indicator calculated based on 30-day sales coverage. MRP automatically assigns each SKU one of four status levels based on how many days of stock remain at the current sales velocity.

Metric type: calculated metric

Data Source: "Manage FBA Inventory" report and "All Orders" report (last 30 days)

Available for Selling

⤷ Definition: The total inventory available to fulfil customer orders, combining all stock that is either ready to ship or about to become ready. Does not include Pending Inbound — inbound inventory is tracked separately.

Metric type: calculated metric

Formula: Available for Selling = Sellable Stock + FC Transfer + FC Processing

Data Source: "Manage FBA Inventory" report

Coverage 7D

⤷ Definition: Days of inventory remaining based on the average daily sales over the last 7 days. Useful for detecting recent velocity spikes or sharp drops in demand that a 30-day average would smooth over.

Metric type: calculated metric

Formula: Coverage 7D = (Available for Selling + Inbound Pending)/ Average Daily Sales (last 7 days)

Coverage 30D

⤷ Definition: Days of inventory remaining based on the average daily sales over the last 30 days. The primary coverage metric used for Stock Status calculation. Two coverage periods (7D and 30D) are shown together so you can account for recent sales velocity changes and seasonal spikes.

Metric type: calculated metric

Formula: Coverage 30D = (Available for Selling + Inbound Pending) / Average Daily Sales (last 30 days)

Average Daily Sales (1D / 3D / 7D / 30D / 90D / 180D)

⤷ Definition: Average units sold per day over each respective time window. Multiple timeframes are provided to track how sales velocity has changed across short, medium, and longer-term horizons — useful for identifying trends, seasonal patterns, and recent spikes.

Metric type: calculated metric

Formula: Average Daily Sales = Total Units Sold in Period / Number of Days

Data Source: "All Orders Report"

LTV / CLTV (Customer Lifetime Value)

⤷ Definition: The total revenue/units sold/profit generated by an average customer from their first purchase through all subsequent repeat purchases, over a defined time horizon. MRP calculates LTV from actual order data (not Amazon AMC estimates), using cohort analysis grouped by the date of first purchase.

MRP shows LTV at four standard horizons: 1 month (1M), 3 months (3M), 6 months (6M), and 12 months (12M) from first purchase.

Metric type: calculated metric

Formula: LTV (units) = Total units sold for the same customer group over X amount of time divided by customer count Data Source: "All Orders Report" + "Amazon Fulfilled Shipments" (actual reorder data)

Cohort

⤷ Definition: A group of customers organised by the date of their first purchase. MRP's cohort analysis groups customers by their first-order date and displays data week over week or month over month — showing true retention rates and how revenue compounds over time. A customer can buy more than one unit within their first order; what matters is the date of that first order.

Metric type: value

Data Source: "All Orders Report" + "Amazon Fulfilled Shipments"

NTB (New-to-Brand) — MRP Definition

⤷ Definition: A customer's true first-ever purchase from your brand, based on full order history. MRP uses no lookback window limit — if a customer purchased two years ago and buys again, they are counted as Repeat, not NTB. All other customers who have purchased before are counted as Repeat.

Note: Amazon's NTB uses a 12-month lookback window — a customer who last bought more than 12 months ago is counted as NTB again. MRP's definition is more conservative and more accurate for long-term LTV calculations.

Metric type: value

Data Source: "All Orders Report" (full order history)

Repeat Customer / Repeat Sales

⤷ Definition: A customer who has placed more than one order from your brand. The first sale is always attributed as New-to-Brand; the second, third, and all subsequent sales are attributed as Repeat — regardless of whether they are placed via Subscribe & Save or a regular order.

Metric type: value

Data Source: "All Orders Report"

Subscribe & Save Sales (SnS/S&S Sales)

⤷ Definition: All sales generated from customers using a Subscribe & Save subscription or coupon. SnS Sales contain both New-to-Brand and Repeat customers — a customer can sign up for SnS for their very first brand purchase (counted as NTB), or be a returning customer reordering via SnS (counted as Repeat).

Metric type: value

Data Source: "All Orders Report" with SnS order flag

NTB SnS/S&S Sales

⤷ Definition: New-to-Brand sales placed via Subscribe & Save — a customer's first-ever purchase from your brand, made through an SnS/S&S subscription.

Metric type: value

Data Source: "All Orders Report" with SnS flag and NTB flag

Real SnS/S&S (Real Subscribe & Save)

⤷ Definition: Customers who signed up for Subscribe & Save AND placed at least 2 separate S&S orders. These are confirmed recurring subscribers whose reorder behaviour has been validated.

Metric type: value

Data Source: "All Orders Report" with SnS flag

Fake SnS (Fake Subscribe & Save)

⤷ Definition: Customers who signed up for Subscribe & Save but only ever placed one SnS order and did not renew. These customers inflate the raw SnS subscriber count but represent churn — they are one-time buyers who used the SnS coupon for a discount.

⚠️ Accuracy note: Fake SnS data is not reliable for the most recent 2–4 weeks. Every new first-time buyer initially appears as Fake SnS until their second purchase is confirmed. Best practice: exclude the last 2 months and analyse Fake SnS only for earlier periods.

Metric type: value

Data Source: "All Orders Report" with SnS flag

CAC (Customer Acquisition Cost)

⤷ Definition: The average advertising spend required to acquire one new first-time customer. Calculated per cohort month using PPC spend and the number of NTB customers in that month.

Note: some PPC spend inevitably reaches repeat customers, but since MRP cannot separate that portion, the full PPC spend is allocated against NTB orders. CAC should therefore be interpreted as an upper-bound estimate.

Metric type: calculated metric

Formula: CAC = Total PPC Spend (in cohort month) / NTB Customers (in cohort month)

LTV:CAC Ratio

⤷ Definition: LTV at a chosen horizon divided by CAC. Measures the return on customer acquisition investment. A ratio of 3:1 or higher is generally considered healthy. A ratio below 1:1 means you are spending more to acquire customers than they return in that period.

Metric type: calculated metric

Formula: LTV:CAC = LTV (at N months) / CAC

Payback Period

⤷ Definition: The number of months required to fully recover the CAC from the gross profit generated by an average acquired customer. A shorter payback period means lower capital risk.

Metric type: calculated metric

Formula: Payback Period (months) = CAC / Average Monthly Gross Profit per Customer

Repeat Purchase Rate (RPR)

⤷ Definition: The percentage of NTB customers in a cohort who place at least one additional order within a defined time window (e.g., 90 days, 6 months, 12 months). Measures retention strength.

Example: A 60% RPR at 6 months means 60 out of every 100 first-time buyers made at least one more purchase within 6 months.

Metric type: calculated metric

Formula: RPR = Repeat Buyers (within N months) / Total NTB Customers in cohort × 100

Data Source: "All Orders Report"

Time-to-Second-Purchase

⤷ Definition: The average number of days between a customer's first (NTB) order and their second order. Critical for setting DSP retargeting windows, email re-engagement timing, and Subscribe & Save discount timing.

Metric type: calculated metric

Formula: Avg Days to Second Purchase = Sum of (Date of 2nd Order – Date of 1st Order) / Count of customers with 2+ orders

Repeat Purchase Windows

⤷ Definition: Located in the Repeat Purchases section of the LTV report, this shows the percentage of repeat orders falling within specific day windows after a customer's first purchase. Used to understand when customers typically come back to buy again and to optimise retargeting and SnS discount timing.

Windows: 0–7, 8–15, 16–30, 31–60, 61–90, 91–120, 120–150, 150–180, 180+ days

Metric type: calculated metric

Formula: % of Repeat Orders within window = Repeat Orders in window / Total Repeat Orders × 100

Data Source: "All Orders Report" + "Amazon Fulfilled Shipments"

S&S Revenue

⤷ Definition: Total revenue from Subscribe & Save orders — includes both Real SnS and Fake SnS combined.

Metric type: value

Data Source: "All Orders Report" with SnS flag

S&S % of Total Revenue

⤷ Definition: Subscribe & Save revenue as a percentage of total revenue. A rising SnS % typically signals healthy subscription momentum and more predictable revenue. For most CPG brands, a healthy SnS mix is 30–60% of total revenue.

Metric type: calculated metric

Formula: SnS % = SnS Revenue / Total Revenue × 100

BE ACoS with LTV (Break-Even ACoS using Lifetime Value)

⤷ Definition: A custom break-even ACoS calculation available in the LTV & Subscription Analytics section that accounts for the long-term value of a customer across repeat purchases. Unlike the standard Break-Even ACoS (which uses single-order profit only), the LTV-adjusted BE ACoS factors in how much a customer will spend over time.

The calculation takes your profit per unit, multiplies it by your customer's lifetime value expressed in units, and divides by the sale price. This means if a customer buys three times on average, your effective break-even threshold is much higher — you can profitably acquire customers at a higher ACoS because you recover the cost over subsequent orders.

Available at four horizons: 1M, 3M, 6M, 12M.

Metric type: calculated metric

Formula: BE ACoS (LTV) = (Profit Per Unit × LTV in Units) / Sale Price

LTV in Units = Average number of units a customer purchases over the chosen time horizon

Example: If your profit per unit is $10, your 12-month LTV is 4 units, and your sale price is $35: BE ACoS (12M) = ($10 × 4) / $35 = 114% This means you could profitably spend up to 114% ACoS on first-time customer acquisition when accounting for 12-month repeat revenue.

⚠️ Important: The Market Share & Funnel report contains only organic sales data and Sponsored Products (Top of Search and Rest of Search). It does not include Sponsored Display, Sponsored Brands, Sponsored Brands Video, or Sponsored Product Display ads. It uses a 24-hour attribution window only and will not match your Advertising Analytics report — this is expected behaviour.

📍 The most accurate metric in this report is Clicks.

Week Date

⤷ Definition: The last day of the reporting week. Search Query Performance (SQP) data is only available on a weekly basis — MRP displays it week over week, and Week Date represents the final day of each reported week.

Metric type: value

Data Source: Amazon Brand Analytics (SQP) — updated weekly

SQP (Search Query Performance)

⤷ Definition: Amazon's dataset showing how your brand performs across specific search queries — including impression share, click share, and purchase share vs. all brands on Amazon. Available to Brand Registry-enrolled sellers. In MRP, SQP data is combined with PPC performance for a unified market share view. SQP covers the top 1,000 keywords for your brand.

Metric type: value

Data Source: Amazon Brand Analytics (requires Brand Registry enrollment)

Impressions Market

⤷ Definition: Total impressions generated across the entire market for all keywords where your brand has visibility. Overall market data is the total count across all keywords in the SQP report (top 1,000 keywords).

Important note: one search on Amazon generates multiple impressions simultaneously. When a shopper loads a search results page, every product that loads on their device registers an impression — even if the shopper did not scroll down to that product. Average impressions generated per single search: approximately 25 on desktop, approximately 15 on mobile.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

Impressions Brand

⤷ Definition: Total impressions generated for your brand only, across all keywords in the SQP report. Uses the same counting logic as Impressions Market.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

Impression Share

⤷ Definition: Your brand's share of total impressions for a given keyword. Tells you what percentage of all impressions on that keyword your brand is receiving.

Metric type: calculated metric

Formula: Impression Share = Impressions Brand / Impressions Market × 100

Benchmarks:

Impression share to click share ratio: a 1:1 ratio signals the keyword likely requires advertising support. A 1:3 to 1:5 ratio suggests strong organic relevance — advertising may not be necessary on that keyword.

Clicks Market

⤷ Definition: Total number of clicks generated across the entire market for a given keyword.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

Clicks Brand

⤷ Definition: Total clicks generated for your brand on a given keyword.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

Click Share

⤷ Definition: Your brand's share of total clicks for a given keyword. Measures how often shoppers choose to engage with your listings vs. competitors when your product is visible.

Metric type: calculated metric

Formula: Click Share = Clicks Brand / Clicks Market × 100

Cart Adds Market

⤷ Definition: Total number of cart adds generated across the entire market for a given keyword.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

Cart Adds Brand

⤷ Definition: Total cart adds generated for your brand on a given keyword.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

Cart Add Share

⤷ Definition: Your brand's share of total cart adds for a given keyword.

Metric type: calculated metric

Formula: Cart Add Share = Cart Adds Brand / Cart Adds Market × 100

Purchases Market

⤷ Definition: Total purchases generated across the entire market for a given keyword.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

Purchases Brand

⤷ Definition: Total purchases generated for your brand on a given keyword.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

Purchase Share

⤷ Definition: Your brand's share of total purchases for a given keyword. The most direct measure of keyword-level market share. A brand can have high click share but low purchase share — indicating a conversion or listing quality issue.

Metric type: calculated metric

Formula: Purchase Share = Purchases Brand / Purchases Market × 100

Average Price Market

⤷ Definition: The median price across the market for a given keyword. Represents the typical price point that shoppers encounter when searching for that term.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

Average Price Brand

⤷ Definition: The average selling price of your brand's products for a given keyword.

Metric type: value

Data Source: Amazon Brand Analytics (SQP)

CTR Brand

⤷ Definition: Click-through rate for your brand on a given keyword — the percentage of your impressions that result in a click.

Metric type: calculated metric

Formula: CTR Brand = Clicks Brand / Impressions Brand × 100

CTR Market

⤷ Definition: Click-through rate across the entire market for a given keyword.

Metric type: calculated metric

Formula: CTR Market = Clicks Market / Impressions Market × 100

Conversion Rate Brand

⤷ Definition: The percentage of your brand's clicks that result in a purchase on a given keyword.

Metric type: calculated metric

Formula: Conversion Rate Brand = Purchases Brand / Clicks Brand × 100

Conversion Rate Market

⤷ Definition: The percentage of total market clicks that result in a purchase for a given keyword.

Metric type: calculated metric

Formula: Conversion Rate Market = Purchases Market / Clicks Market × 100

Market share CTR and CVR % Difference

⤷ Definition: The delta between your brand's performance and the market average — calculated for both CTR and Conversion Rate. A positive % Difference means your brand outperforms the market on that metric; a negative % Difference means you are underperforming vs. market average.

Metric type: calculated metric

Formula: SQP CTR % Difference = CTR Brand – CTR Market SQP CVR % Difference = Conversion Rate Brand – Conversion Rate Market

Funnel Score

⤷ Definition: A custom MRP metric that scores your brand's overall funnel performance (CTR, ATC, CVR) per keyword compared to market competition, on a scale of 0 to 10.

⚠️ Minimum data requirement: the Funnel Score requires at least 100 clicks per keyword to produce a reliable result. If click volume is too low, the score may not accurately reflect true performance.

Metric type: calculated metric

Data Source: Amazon Brand Analytics (SQP)

Refunds by Order Date

⤷ Definition: A refund analysis method that allocates each refund back to the date of the original order, rather than the date the refund was processed. This allows you to see the true refund rate for any given sales period — for example, identifying whether a seasonal spike in sales also carried a higher or lower refund rate for specific products.

Metric type: calculated metric

Data Source: "Reports Repository" (refund data) cross-referenced with "All Orders Report" (order dates)