Amazon Agency Reporting & KPIs: What a Monthly Report Should Show You

Amazon agency KPIs should tell you more than whether sales went up or ad costs went down.

A useful monthly report should explain what changed, why it may have changed, what the agency plans to do next, who owns each task, and when the result will be reviewed.

It should also show what your brand needs to provide or approve.

Without those details, the report is only a scoreboard. It is not a useful management tool.

What a Good Amazon Agency Monthly Report Should Answer

Introduce these six simple questions into your exec summary:

• What has changed?
• Why do you believe it has changed?
• What evidence supports your explanation?
• What should happen next?
• Who is accountable for each step, and when is it due?
• What would derail the plan if needs occur?

Every important conclusion should include a time period, comparison period, data source, and scope.

For example, saying “Revenue is up 12%” is not enough.

You also need to know whether that means ordered or shipped revenue, which marketplace was measured, whether returns changed, and how much was spent to create the growth.

The 12% figure here is only an example of an incomplete statement. It is not client performance data.

Ask for a one-page executive summary followed by supporting details.

The executive page should show:

• Three biggest wins
• Three biggest risks
• Decisions needed from leadership
• Changes made since the last review
• Unresolved work

Long exports should go in an appendix. They should not replace clear explanations.

The Executive Scorecard: Eight Reporting Categories

Do not force every account to report the exact same data.

Seller Central and Vendor Central offer different reports. Access also depends on the account, program, and permissions.

Profit numbers may need data from your own finance team rather than Amazon alone.

ACoS, ROAS and TACoS: Definitions and Cautions

ACoS = ad spend ÷ attributed ad sales × 100

ROAS = attributed ad sales ÷ ad spend

TACoS = ad spend ÷ total sales × 100

Amazon explains the standard ACoS and ROAS formulas in its advertising cost of sales guide. These metrics describe advertising efficiency, not total business profitability.

If you are comparing these metrics, first verify you are using the same revenue basis. Advertising-attributed sales, Seller Central sales, Vendor Central ordered revenue, shipped revenue, and finance-adjusted net sales all potentially mean and report different things. Make sure you are consistent with your marketplace, product, date, currency, and return rules. If you cannot find a source that directly matches, highlight the difference instead of asserting the numbers are any type of approximation of one another.

The same ad spend can look strong under ACoS but expensive compared with total revenue, or the other way around.

For example, suppose:

• Ad spend = $2,000
• Attributed ad sales = $10,000
• Total account sales = $25,000

The results would be:

• ACoS: 20%
• ROAS: 5.0x
• TACoS: 8%

These numbers are only examples. They are not targets or benchmarks.

Ask the agency to clearly state:

• Attribution window
• Report extraction date
• Currency
• How returns are handled
• Which products, accounts, and marketplaces are included

Advertising attribution may update after a click. That means a recent reporting period may not be directly comparable with an older, finalized period.

For more detail, see Amazon Ads reporting.

Why a Single Blended Number Can Mislead

A single TACoS or revenue number can hide what is happening underneath.

When the data allows it, separate:

• Seller Central from Vendor Central
• U.S. results from other countries
• Major categories from one another
• Hero ASINs from long-tail products
• Branded campaigns from nonbranded campaigns

Imagine total sales went up, but your top-selling ASIN was out of stock and another SKU carried the month.

The total sales number may look healthy, but the stockout tells a different story.

The same can happen with advertising.

A strong branded campaign may hide weak results from prospecting campaigns.

Show both the high-level result and the segments that explain it.

Use Search Query Performance for query-level analysis only when the account has access and the data fits the question you are trying to answer.

For more detail, see Search Query Performance reporting.

What an Actionable Monthly Report Looks Like

The table below is only an example.

The targets, results, names, dates, and assumptions are fictional. Replace them with your own account goals and source-backed findings.

Illustrative report period: October 2026 | Marketplace: Amazon US | Currency: USD | Prepared for a November management review. All figures, targets, explanations, owners, and due dates are fictional.

The instances in this report are all hypothetical. The explanations are not proven causes but working hypotheses. When you create a production report, list the source and reporting period for each metric, evidence for each explanation, and a confidence level such as confirmed, likely, or unknown.

If a target is missed, use it as a launching pad for an exploration into why you missed the deadline and not that the agency has made an error. Consider the impact on the business. Did you highlight gaps in evidence, in operational limits, or in agency control? For those problems that are still up in the air, assign somebody ownership of the issue, a decision date, and when to challenge or step up to management.

Additionally, a stronger action log should have:

• Evidence
• Business impact
• Confidence level: confirmed, likely, or unknown
• Current blocker
• Decision required
• Next review date

These fields help the team distinguish verified findings from working assumptions and track what evidence is still needed before making a decision.

Please include a straightforward appendix listing each ASIN and its marketplace.

For every priority SKU, provide the following details:

• Total sales
• Unit contribution, if available
• Ad spend
• Ad sales
• Availability
• Conversion
• Key content changes
• Assigned owner

If a report cannot be broken down because access is missing, clearly mark the gap and assign someone to fix it.

What to Review Weekly vs. Monthly

Weekly meetings should not become a repeat of last month’s presentation.

Keep the exception list short so the team can spot and address problems early.

During monthly reviews, compare your results to your goals and discuss any changes.

At quarterly meetings, review if the current agency contract still meets the business’s needs.

For more detail, see managing your Amazon agency.

Questions to Ask if Your Agency Misses Targets

Missing a target does not automatically mean the agency did poor work.

But the agency should be able to explain what happened and what it plans to do next.

Start by asking which input has changed:

• Inventory
• Price
• Traffic
• Conversion
• Promotions
• Competitor activity
• Ad mix
• Returns
• Fees
• Measurement

Then see which explanations are supported by the data and which are just speculation.

Request a dated change log.

Check whether the agency changed:

• Bids
• Targeting
• Listings
• Images
• Inventory priorities

Ask who approved those changes and whether they went live on time.

Also ask how the agency will know whether the next test worked.

Choose one main metric to focus on, and set limits like contribution margin, inventory availability, or a spending cap to keep things on track.

Make sure you know who owns the reporting data and what access your brand will have if you switch agencies.

You should be able to review raw data sources, definitions, and exports instead of receiving only screenshots.

Ask who prepares the report, validates its calculations, explains performance changes, approves the next action, and confirms completion. Your agreement should also identify which raw data and historical reports your brand can access if the agency relationship ends.

Agree in advance on:

• When a missed target becomes an escalation
• Who needs to be notified
• What decision leadership must make

What SalesDuo Account Management Can Support

Brands that need one team to coordinate advertising, catalog quality, operations, and reporting may benefit from managed account support.

The right setup depends on whether your current team can act on the report or needs outside help to carry the work through.

SalesDuo provides Amazon account-management support across advertising, listing optimization, and marketplace operations. The reporting deliverables, available data sources, review cadence, and execution responsibilities should be confirmed in each brand's proposal.

Please review your proposal to see exactly what deliverables, access, reporting schedule, and exclusions are included. Not every dashboard, integration, or analysis is part of every plan.

For an overview of SalesDuo's published reporting capabilities, explore the Amazon BI dashboard. Confirm which dashboard views, data connections, and reporting services are included in your individual engagement.

For more detail, see Amazon account management agency.

What Should I Do Next?

Choose the five or six KPIs that matter most to your business goals.Before your next agency review, ask for a report that includes the reporting period, KPI definitions, target-versus-actual results, major ASIN or marketplace differences, material business risks, completed work, open decisions, responsible owners, and next review dates.

Ask your agency to connect each KPI with:

• Data source
• Owner
• Next action
• Escalation rule

Then compare the work needed to improve those numbers with the work included in your agreement.

If you need both clearer reporting and coordinated execution, review the managed service scope and discuss your priorities with the SalesDuo team.

Book Your 1:1 Growth Call with SalesDuo.

Frequently Asked Questions about Amazon Agency KPIs

How Often Should an Amazon Agency Send Reports?

A monthly business review is a useful starting point.

Active accounts may also need weekly checks for urgent issues and budget pacing.

The right schedule depends on account complexity, spending, and operational risk.

Agree on the reporting schedule before signing the contract.

What’s the Difference Between ACoS and TACoS?

ACoS divides ad spend by attributed ad sales.

TACoS divides ad spend by total sales for the same scope and period.

Make sure both calculations use clear and consistent definitions before comparing months.

Which Amazon Metrics Need an ASIN-Level View?

Review priority ASINs at a minimum for:

• Sales
• Availability
• Conversion
• Ad spend
• Contribution when the data is available

The account-level averages can mask things such as stockouts, uneven ad spend, or products with weak economics.

Can Amazon Revenue Rise While Profit Falls?

Yes. Amazon revenue can increase while contribution profit falls if advertising, product costs, fulfillment fees, returns, or discounts rise faster than the contribution those sales generate. Review sales growth alongside costs and contribution margin, using consistent financial definitions agreed with your finance team.

Should an Agency Report Include Targets and Owners?

Yes.

Each important gap should include:

• Agreed target
• Actual result
• Explanation
• Next action
• Owner
• Due date

If the cause is unknown, the report should say “unknown” instead of presenting a guess as fact.

What if My Agency Cannot Access All the Data?

Start by finding out which permissions or systems aren’t available. Then clarify which measures can’t be tracked, who can grant access, and how decisions should be handled in the meantime. Record these limitations so missing data isn’t confused with poor results.

How Can I Compare Monthly Reports From Two Amazon Agencies?

Use the same definitions for:

• Reporting periods
• Revenue
• Marketplaces
• ASIN groups
• Ad attribution
• Calculation methods
• Provider responsibilities

Compare the work completed and decisions supported, not just how polished the slides look.

About the Author

Meet Srushti P. Borle, an SEO Content Writer Intern at SalesDuo who enjoys turning complex ideas into clear, easy-to-read content. She focuses on creating smooth, engaging content that readers can understand and enjoy. Outside of work, she loves reading, exploring new ideas, and finding simple ways to present detailed topics.