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1P Analytics Reports

What is 1P Analytics?

1P Analytics reports surface actual Amazon sales, traffic, inventory, and advertising data from a connected Amazon Vendor Central or Seller Central account. All data in this section comes from your 1P connection — not from Analytic Index's search crawl. These reports are only available to clients who have connected their Amazon account.

Access: Requires Amazon Vendor/Seller Central API connection. If a client hasn't connected their account, all reports in this section will return no data. Direct them to their account manager.

Vendor Central Source filter: Available on all 1P reports. If multiple Vendor Central connections are active (Manufacturing, Sourcing), toggle between them or combine.

Important terminology: In 1P reports, "organic" means non-ad-attributed sales or traffic (i.e., not driven by an ad click). This is different from "organic" in search crawl reports, which means appearing in non-sponsored search results. Do not conflate these two uses of the word.

Sales & Traffic Performance

Report ID: sales-operations-executive-summary Best for: Executive-level overview of Amazon 1P business health spanning organic, paid, and operational metrics in a single dashboard. The broadest single-report view available.

Primary anchor: Auto-scoped to connected 1P account + Retailer (Amazon.com only). Add Brand or Item ID to narrow.

Key tiles:

  • Sales Performance KPI — total sales, total traffic, conversion rate, avg order value — all with period-over-period comparison
  • Sales Trends — weekly/monthly total sales, ad sales, organic sales with conversion rate overlay
  • Traffic Trends — total traffic, paid traffic (ad clicks), organic traffic with conversion rate
  • Marketing Performance — ad spend, CPA, TACOS (Total Ad Cost of Sales = ad spend ÷ total sales), TROAS (total sales ÷ ad spend). Note: TACOS and TROAS use total sales (not just ad-attributed), making them more holistic efficiency metrics than standard ACOS/ROAS.
  • Organic Traffic at a Glance — organic keywords (page 1 appearances), organic views, organic ordered units, organic conversion rate
  • Inventory at a Glance — sellable inventory, unsellable inventory, low inventory alert count, high inventory alert count
  • Navigation tiles — UI buttons linking to drill-down reports; not data tiles

Date filter name: Current Period. Default 13 weeks. Past Period sets automatically to prior 13-week window. Date Granularity: Day / Week / Month (default Week).

Sales Performance

Best for: Detailed Amazon sales analysis — revenue, units, conversion rate, organic vs. ad sales breakdown, top selling products, and regional distribution.

Primary anchor: Auto-scoped to connected 1P account. Add Brand or Item ID to narrow.

Key tiles: Sales Performance summary table, Sales by Region (map), Top Selling Products, Category Sales Performance, Organic vs. Ad Sales Breakdown, Sales Over Time by Item.

Date filter name: Current Period. Default 13 weeks. Past Period available — sets automatically. Date Granularity: Day / Week / Month (default Week).

Common mistake: Mixing up Organic vs. Ad Sales Breakdown with search crawl data — "organic" here means non-ad-attributed sales, not organic search rank.

Traffic Performance

Best for: Detailed Amazon traffic analysis — page views, glance views, conversion rates, organic vs. paid traffic breakdown, and keyword-level traffic data.

Primary anchor: Auto-scoped to connected 1P account. Add Brand or Item ID to narrow.

Key tiles: Traffic Performance summary table, Top Traffic Products, Category Traffic Performance, Organic vs. Paid Traffic Breakdown, Keywords (traffic-driving keyword list).

Date filter name: Current Period. Default 13 weeks. Past Period available. Date Granularity: Day / Week / Month (default Week).

Common mistake: Using the Keywords tile in this report without cross-referencing Organic Rank Tracker — the Keywords tile shows traffic-driving keywords from 1P data but won't show rank position or competitor context. Always pair with Organic Rank Tracker or Item Search History for the full picture.

Inventory Performance

Best for: Amazon inventory health from 1P data — sellable vs. unsellable inventory, units by region, items with low inventory, and weekly units ordered trends. More detailed than Inventory Opportunities report.

Primary anchor: Auto-scoped to connected 1P account. Add Brand or Item ID to narrow.

Key tiles: Inventory Performance summary table, Inventory Units by Region (map and chart), Top Inventoried Products, Sellable vs. Unsellable Inventory Breakdown, # of Items with Low Inventory.

Date filter name: Current Period. Default 13 weeks. Past Period available. Date Granularity: Day / Week / Month (default Week).

Additional filter: Item Inventory Day Number — sets the snapshot day used for inventory count calculations (default 1).

Common mistake: Over-relying on this when the brand has more robust inventory systems — most brands manage inventory in dedicated systems (NetSuite, SAP, etc.) with more granularity. Use for quick Amazon-specific health checks.

1P Item List

See Data Export KB article for full documentation. Summary: combines 1P Amazon actuals (sales, traffic, conversion, spend) with Analytic Index observed metrics (search visibility, sponsorship activity) in a single item-level table. Used for data validation and reconciliation.