At sellerboard, we focus on building tools that make profitability tracking clearer, faster, and more accurate. This latest update introduces several improvements designed to help sellers better understand pricing performance, gain complete visibility into Walmart advertising costs, and simplify day-to-day operations across marketplaces.
Here’s what’s new.
Average Selling Price (ASP) is now available in the Products table
If you’ve ever tried to analyze pricing performance during seasonal peaks, promotions, or discount campaigns, you know the process usually involves exporting reports, dividing revenue by units sold, and comparing the result against your target selling price manually.
That workflow is now built directly into sellerboard.
The Products table now includes a native Average Selling Price (ASP) column that automatically calculates your ASP for any selected time period. The column is fully sortable and updates dynamically based on your filters and date range.
But the real value isn’t ASP alone — it’s understanding ASP relative to your pricing strategy.
A spike in sales volume can look great at first glance, but if aggressive discounting drove those sales, your profitability may tell a different story. With ASP visible directly inside the dashboard, it’s much easier to identify where pricing held strong and where margins were sacrificed to increase sales velocity.
Walmart Search Engine Marketing is now included in sellerboard
sellerboard’s Walmart Dashboard now supports Walmart Search Engine Marketing (SEM) — Walmart’s off-site advertising program that promotes products across external search engines using a cost-per-click model.
Previously, sellerboard already tracked Walmart Connect campaigns. Now, both advertising channels are consolidated into a single profitability view.
That means your key metrics – including:
- Real ACOS
- Margin
- ROI
- Profitability calculations
– now automatically reflect your total Walmart advertising spend across both Walmart Connect and Search Engine Marketing.
No additional setup is required.
This gives Walmart sellers a more complete and accurate understanding of true advertising performance and overall profitability.
Walmart metrics added to daily performance emails
For users connected to both Amazon and Walmart, sellerboard’s daily performance emails now include Walmart data automatically.
You’ll continue receiving the same daily digest at the same time — but now with a dedicated Walmart section added to the report.
This small improvement makes it easier to review yesterday’s performance across marketplaces without needing to log into the dashboard separately.
If checking the sellerboard email is already part of your morning routine, this update will fit in seamlessly.
Smarter FBM shipping cost calculation for multi-product orders
FBM shipping costs for multi-product orders can often be misrepresented when every individual product shipping profile is summed together.
In reality, many carriers calculate shipping based primarily on the heaviest or largest item in the shipment rather than adding every shipping profile together.
To better reflect real-world carrier billing, sellerboard now includes a new “Highest shipping cost” option under:
Settings → Calculation Logic
When enabled, sellerboard will apply the highest single shipping profile cost within an order instead of summing all shipping profile costs together.
This helps ensure your margin calculations stay aligned with actual fulfillment expenses.
How it works
- Open Settings → Calculation Logic
- Enable “Highest shipping cost”
- sellerboard will automatically apply the highest shipping profile cost per order
Available now
All of these updates are already live inside sellerboard.
As always, feedback is welcome. If something doesn’t behave as expected or you have questions about the new functionality, reach out to our support team — we’re paying close attention to your feedback and continuously improving the platform.
