Amazon product data explained: every data point for wholesale sellers
A wholesale scan returns a lot of numbers for every product. Each one answers a specific question: is this the right listing, what will I earn, and should I buy it? This guide lists every data point Wholesale Analyzer returns, in three groups, with one line on what each means.
1. Amazon Product Data
This group comes from Amazon’s catalog. Use it first to check that your supplier’s item and the Amazon listing are the same product, in the same quantity.
Identity and listing
ASIN
Amazon’s unique ID for the listing. For UPC and EAN scans, it is the listing your barcode matched.
Title
The listing’s name. Compare it with your supplier’s description to confirm the match.
Brand
The brand on the listing. Used for brand restriction and IP checks.
Manufacturer
The company that makes the product. It is sometimes different from the brand.
Category
The main Amazon category the product sells in. It sets the referral fee and the sales estimate.
Subcategory
The more specific product type within that category.
UPC / EAN
The barcodes Amazon has on file for the listing. They link a supplier line to the right ASIN.
Supplier SKU
Your supplier’s own item code, from your file. It helps you place orders and match invoices.
Merchant Name
The name Amazon shows as the product’s seller or maker in the catalog.
Keywords
Search terms from the listing. They show how Amazon customers find the product.
Pack size and dimensions
Package Quantity
How many items Amazon says are in one sale on the listing.
Multipack Qty
The pack size read from the title and package quantity. A 3-pack listing needs three of your units per sale.
Item Dimensions and Weight
The size and weight of the product itself.
Package Dimensions and Weight
The size and weight of the product in its packaging. Amazon uses these for the FBA fee.
Length, Width, Height, Weight
The dimensions used for the fee calculation, in inches and pounds.
Book details (books only)
Publisher
Who published the book.
Binding
The format, such as paperback or hardcover. A different binding is a different listing.
Edition
Which edition the listing is. Make sure your supplier’s edition is the same one.
Number of Pages
The page count. It is a quick extra check on the match.
Publication Date / Release Date
When the book came out. Older editions often sell less.
Selling eligibility
Selling Eligibility (Can I Sell?)
Whether your own seller account can sell the product: eligible, approval required or restricted.
Eligibility Note
Amazon’s reason when you cannot sell it yet, such as a brand or category that needs approval.
More on this in how to check if you can sell a product on Amazon and UPC, EAN and ASIN matching mistakes.
2. Amazon Product Pricing Data
This group shows what the product sells for, who else sells it, what Amazon charges you, and what is left after you pay your supplier.
Prices and offers on Amazon
Buy Box Price
The price of the offer that wins the Buy Box today. Most sales happen at this price.
Listing Price
The item price of the Buy Box offer, without shipping.
Shipping Price
The shipping charge on the Buy Box offer. It is zero for FBA and Prime offers.
Lowest New Price
The cheapest new offer on the listing, from any seller.
Lowest New Shipping
The shipping charge on that cheapest new offer.
Lowest New Fulfillment Channel
Whether that cheapest offer ships by FBA (Amazon) or FBM (the seller).
Lowest New Price (FBA)
The cheapest new offer fulfilled by Amazon. It is your closest competitor if you sell by FBA.
Lowest New Shipping (FBA / Merchant)
The shipping charge on the cheapest FBA offer and on the cheapest seller-fulfilled offer.
Total Offers
How many offers the listing has, new and used. More offers means more competition for each sale.
Amazon fees
Referral Fee
Amazon’s commission on each sale, a percentage of the price that depends on the category.
FBA Fee
What Amazon charges to pick, pack and ship one unit. It depends on the size and weight.
FBA Weight Handling
The weight-based part of the fulfillment fee. It is large for heavy items.
Your cost and profit
Cost
What you pay your supplier, from your price list.
Cost per Unit
Your cost divided by the multipack quantity, so multipacks and single units compare fairly.
FBA Profit / FBA ROI %
What you keep per sale after Amazon’s fees and your cost when you sell by FBA, and that profit as a share of your cost.
FBM Profit / FBM ROI %
The same if you ship the orders yourself. Useful for heavy or slow items.
Net Profit (Landed) / ROI % (Landed)
Profit and ROI after your landed costs too: inbound shipping, prep and the other costs in your settings. This is the number to trust.
Expected Price
The price you can realistically expect to sell at, based on recent Buy Box prices instead of just today’s.
Max Buy Cost
The highest price you can pay your supplier and still reach your ROI target and minimum profit.
Break-even Price
The selling price at which you make no profit and no loss.
Target ROI Price
The selling price you need to reach your target ROI.
Drop to Break-even %
How far the price can fall before the product stops making money. Read more in price floor: how low can the price go.
For the difference between profit, margin and ROI, see ROI vs profit margin. For the costs that belong in landed cost, see landed cost for Amazon FBA.
3. Amazon Product Analytical Data
This group is worked out from Amazon’s data and the product’s price and sales history (from Keepa). It answers the questions a single price cannot: will it sell, will the price hold, and how much should I buy?
Demand
Sales Rank
The product’s Best Sellers Rank in its category. The lower the number, the faster it sells.
Est. Sales (30 / 90 / 180 Days)
About how many units the whole listing sells in that period, for all sellers together. It comes from the sales rank, using sales curves for each marketplace and category.
Seasonality
Whether sales peak in certain months, and whether now is a peak or a quiet time to buy.
How the rank becomes a sales figure is explained in how to estimate monthly sales from Best Sellers Rank.
Buy Box and competition
Buy Box Stability
How steady the Buy Box has been. A high score means fewer sudden changes of winner and price.
Price Stability
How much of the time the Buy Box price stayed close to its usual level.
Buy Box Median and Price Band
The typical Buy Box price and the range it normally moves within.
Price Drops
How often the Buy Box price dropped sharply in the period checked.
Buy Box Winners and Changes
How many sellers won the Buy Box, and how often it changed hands.
Seller Concentration
Each top seller’s share of the Buy Box. If one seller holds most of it, the listing is hard to break into.
Amazon on the Listing
Whether Amazon itself sells the product, how often it is in stock, and its share of the Buy Box. See selling on listings where Amazon sells.
Seller Count Trend
The number of sellers now, 30 days ago and 90 days ago. A fast rise is an early sign of a price war.
Price vs Median
How today’s price compares with the usual price. Buying at a temporary high is a common trap.
Risk
Price War Risk
Low, Medium or High, from the seller trend, price drops and how far today’s price is from the usual one.
Dead Stock Risk
Low, Medium or High: the chance your units sit unsold, given the sales speed and your order size.
Brand / IP Risk
Whether the brand is known for intellectual property complaints or restricts resellers.
IP Risk Reasons
Why a product was flagged, so you can check it yourself. See how to avoid IP complaints.
Risk-adjusted Profit
Your expected profit after deductions for the risks found, such as a price drop or slow sales.
New-seller Simulation
What happens to your monthly sales and profit as more sellers join and the price falls.
Buying decision and order
Decision
BUY, REVIEW or AVOID: the overall verdict from profit, demand, competition and risk together.
Wholesale Score (0-100)
One number that ranks products by how good a buy they are. Higher is better.
Why (Not a BUY)
The reasons a product is REVIEW or AVOID, in plain words, so you know what to check or fix.
Recommended Order Qty
How many units to buy first, based on your expected share of the sales and your settings.
Investment
The money that first order needs: the recommended quantity times your cost.
MOQ / Case Pack / MOQ Units
Your supplier’s minimum order and case size, and the units that minimum means.
Months to Sell MOQ
How long the supplier’s minimum order would take to sell at your share of the sales. More than about three months ties up your cash.
Negotiation Target
The supplier price you would need to reach your targets, and the discount to ask for. See how to negotiate with wholesale suppliers.
Supplier Price Trend
How this supplier’s price for the product has changed across your price lists over time.
Two related reads: how many units to order first, and how to avoid dead stock.
How to use the three groups together
- Check the product data first. If the title, brand, barcode or pack size does not match your supplier’s item, every number after it is wrong.
- Then check the pricing data. Use landed profit and ROI, and compare your cost with the Max Buy Cost.
- Finish with the analytical data. A good profit only matters if the product sells, the price holds and the order size fits your cash.
Wholesale Analyzer fills in all three groups for every product in your supplier list in one scan. The results grid and the Excel workbook show them side by side. See reading your scan results and the product details page to find each data point in the app.
Stop guessing. Start buying with confidence.
Upload your next supplier list and see which products are worth your money, how many to order and the most you should pay. Your first scan every month is free.