You don't need 47 reports to know if your Amazon business is healthy. You need 12 numbers—and you need to check them every Monday.

I love data.

But I don't love drowning in data.

There's a big difference.

Amazon can give you enough numbers to make your head spin faster than a kid on a merry-go-round. Sales. Sessions. Conversion rate. TACoS. ACoS. CPC. CTR. Units. Fees. Inventory.

And that's before coffee. ☕️

So every Monday morning, I want one simple answer:

"Is my business getting better, getting worse, or just getting noisier?"

That's where my Amazon Seller Scorecard comes in.

Here are the 12 numbers I check.

1. Total Sales 💰

This is the big one.

How much did I sell last week?

I compare it to the prior week and, when useful, the same period last year.

But I don't celebrate a sales jump by itself.

More sales can still mean less money.

Which brings me to...

2. Net Profit

This is the number that pays the bills.

I want to know what is left after product cost, Amazon fees, advertising, shipping, refunds, and other costs.

A $100,000 sales month can look great on Instagram.

A $10,000 profit month looks better in my bank account.

Revenue is vanity. Profit is sanity.

3. Profit Margin

Next, I check what percentage of sales I'm actually keeping.

If sales go up but profit margin drops hard, I want to know why.

Maybe PPC is eating the margin.

Maybe fees went up.

Maybe the product cost changed.

Maybe I'm discounting too much.

The number doesn't tell me the answer.

It tells me where to look.

4. Units Sold 📦

How many units actually moved?

This helps me separate price changes from real demand.

If sales rose 20% but units only rose 2%, I may simply be selling fewer products at a higher price.

That's useful to know.

5. Conversion Rate

This one tells me what happens after shoppers reach my listing.

If traffic is strong but conversion is weak, I don't automatically throw more money at PPC.

I look at the listing.

Images.

Title.

Bullets.

Price.

Reviews.

Offer.

Something may be stopping the shopper.

6. Sessions

Now I look at traffic.

Are more people finding the product?

If sessions are falling, I need to investigate visibility.

If sessions are rising while conversion is falling, that's a different problem.

That's why I never look at conversion rate or traffic alone.

Numbers talk to each other.

7. Advertising Spend 🎯

How much did I spend on ads?

Simple.

But this number matters because advertising is often one of the easiest places for a seller to lose control.

A campaign doesn't care about your mortgage.

It will happily spend your money while you sleep.

So I check the spend every Monday.

8. ACoS

Next up: ACoS.

Advertising Cost of Sales = Ad Spend ÷ Ad Sales.

A high ACoS isn't automatically bad.

A low ACoS isn't automatically good.

The right target depends on your margins and your goal.

That's the point.

Don't chase a pretty percentage.

Chase profitable growth.

9. TACoS

TACoS gives me the bigger picture.

Total Ad Spend ÷ Total Sales.

This helps me see how dependent the business is on advertising.

If total sales are growing while TACoS is stable or improving, that's interesting.

If ad spend keeps climbing just to hold sales flat, I have a problem.

10. Average Order Value

I also check how much customers spend per order.

If AOV rises, I ask why.

Are customers buying bundles?

Multiple units?

A higher-priced product?

A promotion?

Small changes here can have a big impact because getting more revenue from an existing customer can be cheaper than finding a brand-new one.

11. Refund Rate

Nobody likes looking at refunds.

Look anyway. 😅

A rising refund rate can be an early warning.

It may point to:

• Product quality issues

• Poor expectations

• Listing problems

• Packaging issues

• A mismatch between the promise and the product

Don't treat refunds as just lost sales.

Treat them as customer feedback with a dollar sign attached.

12. Inventory Days Remaining

Finally, I check inventory.

How many days of stock do I have left?

This number can save you from two ugly problems.

Stockouts.

And...

Too much cash sitting in a warehouse.

Neither is fun.

A product that sells out can lose momentum.

A product that sits for months ties up cash you could use elsewhere.

For a seller with a limited budget, that matters a lot.

Here's How This Works in Real Life

Let me give you a very real-world example.

Imagine a seller selling a product for $29.99.

He checks his dashboard Monday morning.

Sales are up 18%.

He smiles.

Then he checks the rest of the scorecard.

Uh-oh.

• Sessions: +24%

• Conversion rate: -19%

• Ad spend: +42%

• ACoS: +31%

• TACoS: +18%

• Profit margin: down

Suddenly, that 18% sales increase doesn't look so exciting.

The business isn't really "growing."

It's buying sales.

And that's a huge difference.

Instead of raising the PPC budget again, I'd stop and ask:

Why are more shoppers arriving but fewer are buying?

Maybe the price changed.

Maybe a competitor launched a better offer.

Maybe the main image isn't pulling its weight.

Maybe reviews slipped.

Maybe the listing promise doesn't match what shoppers expect.

The scorecard doesn't solve the problem.

It points me toward the problem.

That's its job.

My Monday Morning Routine

I don't spend three hours doing this.

I check the 12 numbers.

Then I ask three questions:

1. What's getting better?

Double down.

2. What's getting worse?

Find the cause.

3. What's weird?

Investigate before making a big move.

That last one is important.

Amazon businesses are noisy.

One bad day doesn't mean your business is broken.

One great day doesn't mean you've cracked the code.

I want trends.

Not drama.

The Big Takeaway 🎯

Your Amazon dashboard should help you make decisions.

It shouldn't become another full-time job.

If you're juggling a day job, family, and your Amazon business, you don't need more complexity. You need a simple system you can actually use every week. That's especially important for sellers who already feel overwhelmed by too many tools and too much data.

So build your scorecard.

Track the same numbers.

Compare them week over week.

And don't let one shiny number fool you.

Because sales can lie when profit is telling the truth.

💬 My proverb for the week:

"Don't manage the dashboard. Manage the business."

And that's what the scorecard is for.

Not to give you more numbers.

To help you make better decisions.

Keep your numbers simple. Keep your decisions sharp.

Until next Monday...

Keep Clicking,

Andy Splichal
Founder & Managing Partner of True Online Presence & Author of the Make Each Click Count Book Series

P.S. Want to scale your sales without scaling your stress? I manage PPC for sellers who are serious about growth.
🎯 Book a free strategy call here — we’ll map out a winning game plan.

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