Executive Overview is your central dashboard for monitoring Amazon business performance. It consolidates data from your Seller and Vendor Central integrations, Category Performance, and Keywords into a single view, eliminating the need to pull data from multiple sources. Think of it as your "Monday morning dashboard" for quick performance assessment and strategic decision-making.
Note for Agency Customers: Agency users see a homepage focused on overall performance metrics and high-level advertising data. If you're an agency user interested in accessing the detailed Executive Overview homepage described in this article, reach out to your CSM.
Video Walkthrough
Accessing Executive Overview
Executive Overview is the first item in the left-hand navigation pane and your default homepage when you log into Cobalt. You'll land here automatically with your performance data ready to review.
Filters and date ranges
At the top of the page, you'll find controls to focus your view:
1. Filters
- Marketplace: Select which Amazon marketplaces to analyze.
- Category: Filter to specific product categories.
- Brand: View data for specific brands.
Only options where you have data will appear in each filter. The Marketplace filter shows only marketplaces with active integrations, the Category filter shows only categories where you have sales, and the Brand filter shows only brands you've integrated with Cobalt.
Note: There is no integration filter. The data displayed represents a combined view of all your integrated accounts (Seller Central and Vendor Central). Use the Marketplace, Category, and Brand filters to narrow down what's included in your view.
2. Date selector
Executive Overview offers preset date ranges rather than custom date selection. This ensures optimal performance given the volume of data being processed across multiple sources.
3. Compare to options
Use the "Compare to" dropdown to select either Prior Period or Year over Year comparison. Throughout the dashboard, you'll see percentage changes that correspond to your selection: green arrows indicate upward trends, red arrows show downward trends.
Note on Category Performance data: Category Performance data has a 3-week lag counting back from the most recent Sunday. While the page responds to your selected date range, sections using Category Performance data will automatically adjust for this lag. For example, if you select "Last 90 Days" today (October 27, 2025), the most recent Category Performance data available is through October 5, 2025 (three weeks back from the most recent Sunday). The system counts back 90 days from October 5, meaning the date range for Category-related data runs from July 7 to October 5. You'll see the specific date range displayed at the bottom of the Sales Breakdown section when viewing the Category tab.
Performance section
At the top of your dashboard, you'll see three key performance cards. Each card displays:
- A large headline number showing the aggregated value for your selected date range
- A percentage change (color-coded: green for increases, red for decreases) based on your comparison selection
- A time-series chart showing the trend over time
Click any card to expand the view for more detailed trend analysis.
This section is customizable. Click the Customize button to bring up the selection modal, where you can choose which three metrics you want displayed in the Performance section. Deselect an option to free up space to add a different metric. Your selection will be saved for future visits.
Sales Breakdown
Below the Performance section, you can view your sales broken down by Category, Brand, or Product using the tabs at the top.
In the top right corner of the Sales Breakdown section, you'll see your total sales. This represents all your sales for the selected filters and date range, including categories, brands, or products not shown in the table.
All percentage changes shown are based on the comparison period you selected at the top of the page (Prior Period or Year over Year). All columns, including percentage changes, are sortable so you can quickly identify the top and bottom performers or the ones with the biggest shifts.
Category view
The Category tab shows performance across your product categories:
- Category: Your product categories based on Amazon's parent category classification
- Your Sales: Your revenue in each category from your account integrations
- Overall Category Revenue: Total marketplace revenue for that category, sourced from the Category Performance feature
- Your Share of Category: Your sales divided by overall category revenue
Understanding date ranges for the Category view: The Category view uses Category Performance data, which has a 3-week lag. The system adjusts your selected date range to account for this lag and displays the specific date range at the bottom right of this section (for example: "*This data is for Aug 31 - Sep 27").
Here's how it works: Category Performance data always lags three weeks back from the most recent Sunday. When you select a date range (like "Last 90 Days"), the system first accounts for this lag, then counts back the number of days from that adjusted starting point. This ensures your sales data and category revenue data are perfectly aligned for accurate market share calculations.
Click any category name to navigate to the Category Performance feature for detailed analysis.
For more info, please see: Category Performance Feature Overview
Brand view
The Brand tab displays performance aggregated by brand for the date range selected at the top of the page:
- Brand Name
- Your Sales: Total sales aggregated by brand
- Units Ordered: Total units sold aggregated by brand
- Conversion Rate: Units ordered divided by search impressions
Product view
The Product tab shows individual product performance for the date range selected at the top of the page:
- Product Title
- Your Sales: Sales for each individual product
- Units Ordered: Units sold for each individual product
- Conversion Rate: Units ordered divided by search impressions
Conversion Funnel
The Conversion Funnel visualizes your customer journey from search visibility to purchase, helping you understand where you're capturing customers and where you might be losing them.
The funnel flows through four stages from left to right:
- Search Impressions: Total estimated search volume for all keywords your products are indexed for. Essentially the total available market based on Amazon searches.
- Total PDP Views: Number of times shoppers viewed your product detail pages.
- Buy Box Win %: Percentage of product detail page views where you won the Buy Box.
- Units Ordered: Total units purchased from you.
Understanding the customer journey
In theory, a shopper searching on Amazon sees your product in search results (Search Impressions), clicks through to your product detail page (PDP Views), finds you own the Buy Box (Buy Box Win %), and completes a purchase (Units Ordered).
In reality, not every impression leads to a click, not every page view happens when you own the Buy Box, and not every page view converts to a sale. This funnel shows you where your conversion opportunities and obstacles lie.
Interpreting the percentages between stages
Between each stage, you'll see a percentage showing how efficiently customers move to the next step:
Search Impressions to Total PDP Views (e.g., 7.19%)
Shows how often search visibility resulted in page views. This indicates how compelling your product positioning is in search results.
Optimize main images, titles, pricing display, Prime badge visibility, and search ranking position.
Total PDP Views to Buy Box Win % (e.g., 57.15%)
This percentage matches your Buy Box Win % itself and represents what portion of page views happened when you controlled the Buy Box.
Adjust pricing to be more competitive, improve fulfillment method (FBA vs. FBM), maintain strong seller metrics, and ensure inventory availability.
Buy Box Win % to Units Ordered (e.g., 39.55%)
Shows conversion efficiency when you own the Buy Box, which is your true conversion rate when you have the competitive advantage.
Remove unauthorized sellers, enhance product content (images, A+ content, descriptions), improve review ratings and quantity, and optimize pricing.
Diagnosing performance changes
↑ Search Impressions up, → PDP Views flat
- Your search positioning or product presentation needs work
- Improve main images, titles, or increase advertising spend
↑ PDP Views up, ↓ Buy Box Win % down
- You may be facing increased competition on the ASIN itself (other sellers on your listing) or losing the Buy Box due to issues with your own offer (pricing too high is the most common cause)
- Use the Buy Box Performance tab within Product Catalog → Product Detail Page to diagnose what's happening
→ Buy Box Win % steady, ↓ Units Ordered down
- Check your market share percentage for the brand or products and use the Segments feature to identify and analyze your competitors' products and performance
- While your Buy Box performance on your specific ASINs may be stable, competing products (different ASINs) could be capturing market share. For more info, please see: Segments - Feature Overview
Tracking progress over time: Change your date range and comparison period to see how your funnel is evolving. Are you making progress over time or is efficiency declining? Look at the percentage change shown below each stage to spot trends early.
Each stage displays the percentage change compared to your selected comparison period (prior period or year over year). While you want all metrics trending upward, Units Ordered is the most important because it represents actual sales results.
Key Metrics
At the bottom of your dashboard, the Key Metrics section displays additional performance indicators. By default, you'll see five metrics, but you can customize this section to show any or all of the 11 available metrics.
All metrics displayed in this section are also available in other sections of the page. You can choose to show all 11 metrics here or only display metrics not visible elsewhere to create your ideal performance dashboard.
Click any card to expand the view for more detailed analysis. To customize this section, click the Customize button and select the Key Metrics tab.
Data freshness and important notes
Executive Overview pulls data from multiple sources, each with its own update schedule. For detailed information about data availability and update frequencies for each data source, see our Data Availability and Automation Frequency Guide.
How date ranges work with Category Performance data
Because Category Performance data has a 3-week lag, sections using this data automatically adjust your selected date range to ensure data accuracy.
When you select a date range (like "Last 90 Days"), the system:
- First accounts for the 3-week lag from the most recent Sunday (e.g., if today is October 27, 2025, the most recent Category Performance data is through October 5, 2025)
- Then counts back the selected number of days from that adjusted point (90 days back from October 5 = July 7)
- Displays the actual date range at the bottom of the Sales Breakdown section
This ensures your sales data and category revenue data are perfectly aligned for accurate market share calculations.
Data grain levels by date range
Executive Overview displays Category Performance data at different grain levels based on your selected date range. This means the chart and trend data automatically adjust to the most useful level of detail for the time period you're analyzing:
- 60 days or fewer: Daily grain. You'll see day-by-day data points.
- 61 to 90 days: Weekly grain. Data is aggregated into weekly buckets.
- More than 90 days: Monthly grain. Data is aggregated by month, and the view shows the last complete month with stable data.
This grain adjustment helps you spot meaningful trends at the right level of detail. Short ranges keep day-to-day variability visible, while longer ranges smooth out noise to surface broader patterns.
When your date range is greater than 90 days, monthly grain shows the last complete month of stable data. The current in-progress month is excluded until it's complete, so you may not see partial-month data at the end of your selected range.
Data normalization
Cobalt normalizes all data to match your selected date range and displays the data we have available. If certain data sources have delays or gaps, the system will show you the most recent complete data within the constraints of each source's update schedule.
Limitations
Data export: Data displayed in Executive Overview is not directly exportable or downloadable from this page. To export data, navigate to the specific feature areas (such as Category Performance or Product Catalog) where export functionality is available.
Using insights to take action
Executive Overview is designed for quick pattern recognition and strategic decision-making. Here's how to get the most value:
Start with the Performance section to see your headline metrics at a glance. Are sales up or down? Is market share growing? This tells you immediately whether you're moving in the right direction.
Check the Conversion Funnel to diagnose where your opportunity or problem lies. Strong search visibility but weak PDP views? Your search positioning or main images need work. Good traffic but low conversion? Focus on pricing, content quality, or review management.
Use Sales Breakdown strategically to understand what's driving overall performance. The Category view shows where you're winning or losing market share. The Product view helps you identify star performers to invest behind and underperformers that need attention.
Monitor Key Metrics for early warning signs. A dropping Buy Box win rate means increased competition or pricing issues. Declining Share of Voice suggests you're losing search visibility. Catching these trends early lets you course-correct before they impact sales.
Categories where your sales are growing faster than overall category growth (market share gains).
Products with high traffic but low conversion (optimization opportunities).
Keywords where you're losing Share of Voice (advertising or SEO needs).
Products with increasing competitive offers, which could indicate unauthorized sellers on your listings. Use the Buy Box Performance tab in Product Catalog to investigate further.
Frequently asked questions
Why does my Category Performance data look different at different date ranges?
Executive Overview displays Category Performance data at different grain levels based on the date range you select. Ranges of 60 days or fewer show daily data, 61 to 90 days show weekly data, and ranges greater than 90 days show monthly data with the last complete month of stable data. This grain adjustment helps surface the right level of detail for the time horizon you're analyzing.
Why doesn't my date range exactly match what I selected?
Sections that use Category Performance data automatically adjust for a 3-week lag from the most recent Sunday. The system first accounts for the lag, then counts back the number of days you selected from that adjusted point. You'll see the actual date range displayed at the bottom of the Sales Breakdown section when viewing the Category tab.
Can I filter Executive Overview by specific integrations?
There is no integration filter. Data displayed represents a combined view of all your integrated Seller Central and Vendor Central accounts. Use the Marketplace, Category, and Brand filters to narrow down what's included in your view.
Can I export data from Executive Overview?
Data shown in Executive Overview isn't directly exportable from this page. To export, navigate to the underlying feature areas, such as Category Performance or Product Catalog, where export functionality is available.
Why can't I select a custom date range?
Executive Overview offers preset date ranges rather than custom date selection to ensure optimal performance given the volume of data being processed across multiple sources. For more granular date analysis, navigate to the specific feature areas like Category Performance or Product Catalog.
How do I customize which metrics I see?
Click the Customize button to bring up the selection modal. You can customize both the three metrics shown in the Performance section and the metrics shown in the Key Metrics section. Your selection is saved for future visits.
Why do I see a different homepage than my colleague?
Agency users see a streamlined homepage focused on overall performance and high-level advertising metrics, while non-agency users see the detailed Executive Overview described in this article. If you're an agency user interested in the detailed Executive Overview, reach out to your CSM to discuss access.
Where does my Share of Voice data come from?
Share of Voice is based on keywords you're actively tracking in the Shelf Intelligence feature. Tracked keywords are monitored 12 times per day for an accurate share of voice picture. To improve your Share of Voice data, track your most important keywords for each product.
Metrics reference guide
Total Sales: Your total revenue for the selected date range.
- For Seller Central accounts, this is Ordered Product Sales.
- For Vendor Central accounts, this is Manufacturing Ordered Revenue.
- For accounts with both integrations, it's the sum of both.
Market Share (Top 5 Categories): Your share of total category sales in your five highest-performing categories (based on your sales volume). Calculated as your sales divided by overall category revenue for each category.
Conversion Rate: Units ordered divided by search impressions for indexed keywords during the selected date range. Search impressions are estimated by summing the search volume for all keywords your products are indexed for. "Indexed" means your product appears in the first three pages of Amazon search results for that keyword.
Average Selling Price: Total sales divided by units sold.
Competitive Offers Count (Avg): Average number of competing offers across your products.
Product Detail Page Views (also shown as Total PDP Views): Total views of your product detail pages.
- For Seller Central accounts, this is Page Views.
- For Vendor Central accounts, this is Glance Views.
- For combined accounts, it's the sum of both.
Units Ordered: Total units sold.
- For Seller Central accounts, this is Units Ordered.
- For Vendor Central accounts, this is Manufacturing Ordered Units.
- For combined accounts, it's the sum of both.
Estimated Search Volume (also shown as Search Impressions): Total search volume for all keywords your products are indexed for during the selected date range. This represents the total available market based on Amazon searches. "Indexed" means your product appears in the first three pages of Amazon search results for that keyword.
Share of Voice (Tracked Keywords): Your visibility percentage (position-weighted) for keywords you're actively tracking in the Shelf Intelligence feature. Tracked keywords are monitored 12 times per day to calculate an accurate share of voice picture. Track your most important keywords for each product to get the most accurate Share of Voice data.
Your Sales: Your revenue for Category, Brand, or Product. Sourced from your account integrations.
Overall Category Revenue: Total marketplace revenue for that category, sourced from the Category Performance feature.
Your Share of Category: Your sales divided by overall category revenue. This shows your market position within each category.
Buy Box Win %: Percentage of product detail page views where you won the Buy Box. For Seller Central accounts, this comes from the Sales & Traffic report. For Vendor Central accounts, this is calculated using Glance View percentage from competitive offers data, representing the Buy Box win rate for your first-party offer.
We're always here to help! If you have questions, please reach out to us at cobaltsupport@junglescout.com.