Three more updates are live. The Amazon Attribution page now reports profit per campaign instead of revenue only, so an external campaign is judged by the same bottom-line number as the rest of your business. Refund reasons, previously an FBA-only view, now cover FBM orders as well. And eBay products can be hidden in bulk rather than one at a time. Here is what each one changes and how to start using it.
How much profit did that TikTok campaign actually make?
Amazon Attribution, on its own, answers a narrower question than most sellers think. It tells you how much revenue a click from Facebook, TikTok, Google, Snapchat, Pinterest or Bing produced on Amazon. It says nothing about what that revenue cost you to earn.
Closing that gap used to be a manual job: export the attribution data, open each ad platform to pull spend, look up COGS and Amazon fees in a spreadsheet, add VAT where it applies, and reconcile everything by campaign. It is the kind of reconciliation that gets done once, proves the campaign is fine, and never gets done again — which is how loss-making campaigns get scaled on the strength of a healthy-looking ROAS.
The Amazon Attribution page in sellerboard now does that arithmetic for you. Connect your ad accounts once and sellerboard pulls daily ad spend automatically, joins it to the matching Amazon Attribution data by campaign, ad group and creative, and subtracts spend, COGS, Amazon fees and VAT from attributed sales. What you read is profit.
What the numbers look like
Two campaigns, one month, same ad budget:
| TikTok creator campaign | Facebook prospecting campaign | |
|---|---|---|
| Attributed sales | €5,000 | €6,000 |
| Ad spend | €1,200 | €1,200 |
| ROAS | 4.2x | 5.0x |
| COGS | €1,750 | €2,900 |
| Amazon fees | €750 | €1,000 |
| VAT | €380 | €480 |
| Profit | €920 | €420 |
The Facebook campaign wins on revenue and on ROAS. It earns less than half the profit, because the traffic converted on a lower-margin product: COGS eats 48% of attributed sales there against 35% on the TikTok campaign.
If you had been optimising on ROAS, you would have moved budget the wrong way. This is the whole point of the change — ROAS is a revenue ratio, and revenue does not tell you which of your products the campaign sold.
Getting it running
Go to Settings and connect the ad accounts you use. Supported platforms are Facebook, TikTok, Google, Snapchat, Pinterest and Bing. From then on sellerboard reads your daily spend and matches it to the campaign, ad group and creative in your Attribution data. Nothing else needs setting up, because the rest of the profit model — COGS, Amazon fees, VAT, refunds, PPC — is already in your account.
One requirement: the Amazon Attribution page is available to sellers enrolled in Amazon Brand Registry, because Amazon Attribution itself is a Brand Registry feature.
Why did that FBM order come back?
Refund reasons have been available for FBA orders for a long time, sourced from Amazon’s FBA customer returns report. If you fulfil your own orders, you got the money and the units but not the cause: a refund count with nothing behind it.
That is a real blind spot, because reasons are where the fixable problems live. A refund amount tells you what a return cost. A refund reason tells you whether it will happen again.
Refund reasons now cover FBM orders too, based on a new Amazon returns report. Click Refunds on your Dashboard and the same quantity-and-reasons breakdown you already use for FBA now shows the return reason for self-fulfilled orders as well.
Reading the breakdown
The value is in the concentration, not the individual line. One “damaged in transit” on 200 units is noise. Nine of them is a packaging decision. The reasons cluster into three practical buckets:
- Product problems — defective, not as expected, quality below expectation. Points at the supplier or the unit itself.
- Listing problems — wrong item, wrong size, missing part. Points at your copy, your photos or your variation setup.
- Fulfilment problems — damaged in transit, late arrival. Points at your packaging or your carrier, which for FBM is a decision you own directly.
Because sellerboard already shows what each refund costs you in the same view, you can weigh a fix against the money it saves instead of guessing. A packaging change that adds €0.40 per unit is easy to justify against a transit-damage rate that keeps writing off whole units.
How do you clear old eBay listings out of your reports?
Hiding a product removes it from your lists and reports without deleting any history — the standard way to keep ended, seasonal or discontinued listings from cluttering the numbers you look at daily.
On eBay this only worked one product at a time, which is fine for a handful and painful for a seasonal clear-out of eighty.
Bulk hiding is now available on the eBay Products page in sellerboard, working the same way it does for Amazon: tick the checkboxes next to every product you want out of view, click Hide at the bottom of the page, and all of them are hidden at once.
It is a small change, and the honest description of its value is that it removes a reason to postpone housekeeping. Reports stay clean when cleaning them is a two-minute job.
Common mistakes
- Judging external campaigns on ROAS once profit is available. A high-ROAS campaign that sells your thinnest-margin product can be the weakest thing in your account. Read the profit column.
- Comparing campaign profit across periods that are still filling in. Amazon Attribution uses a 14-day attribution window, so a click today can be credited with an order up to two weeks later. Very recent periods understate performance.
- Connecting one ad account and drawing conclusions. Spend only syncs for the platforms you connect. Any platform you skip shows attributed sales with no cost against it, which flatters it.
- Treating a single refund reason as a signal. Look for repeats on the same ASIN before you change anything.
- Assuming FBM and FBA refund reasons are directly comparable. They come from different Amazon reports and the wording of the reasons differs; compare the pattern, not the exact labels.
- Deleting eBay products instead of hiding them. Hiding preserves the history behind your reports. Deleting does not.
FAQ
Do I need to create anything in Amazon Attribution first? Yes — profit is calculated for the campaigns and tags that exist in your Amazon Attribution account. sellerboard reports on that data, it does not create attribution links for you.
Which ad platforms can I connect? Facebook, TikTok, Google, Snapchat, Pinterest and Bing.
Is campaign profit available on every plan? The Amazon Attribution page requires Amazon Brand Registry enrolment. If you are not a registered brand, the page will not appear in your account.
Does connecting an ad account change my other profit numbers? No. External ad spend is attributed to the campaigns it belongs to. Your overall profit picture in sellerboard already accounted for your costs; this makes the external-marketing part of it visible per campaign.
Do FBM refund reasons appear for past orders? The breakdown is built from Amazon’s returns report, so what you see depends on the data Amazon provides for the period you select.
Where exactly do I find the refund reasons? On the Dashboard, click the Refunds figure. The pop-up shows quantities and reasons, now including FBM orders.
Does hiding an eBay product remove its historical data? No. Hidden products drop out of your lists and reports but their history stays intact, and you can unhide them at any time.
Three updates, one common thread: less work between you and a number you can act on. Profit per external campaign instead of a spreadsheet reconciliation, a reason attached to every FBM refund instead of a bare amount, and a bulk action instead of eighty clicks. All of it is live now — if you try it, tell us what works and what is missing, because seller feedback is what decides what we build next.
