Amazon Seller Dashboard and FREE Google Sheet Custom Reports

This article is for people wanting to create a flexible and custom Amazon seller dashboard within Google Sheets.

It is NOT for people learning how to navigate Seller Central and understanding how the widgets work.

amazonsellerdashboards Gorilla ROI

Looking for flexible and custom FBA seller dashboards?

We have a lot of free dashboards for FBA sellers on this website.

It’s possible with Google sheets because of the flexibility and no code environment.

If you have the data inside your spreadsheet, you can create unique dashboards that fit your business needs rather than being stuck with software that is not flexible enough to meet your needs.

Here are a handful of dashboard examples that you can copy to your Google account.

FBA Profit and Inventory Dashboard

amazon profit and inventory dashboard
amazon profit and inventory dashboard

Amazon Sales Performance Dashboard

FBA sales performance dashboard
FBA sales performance dashboard

Amazon Inventory Management Dashboard

amazon inventory management system dashboard presentation
Amazon inventory management dashboard

Amazon Sales and Profit Dashboard

sales profit dashboard
sales profit dashboard

Simplify getting data for your dashboards

The hardest, most tedious and draining part of working with FBA dashboards is getting the data.

If you have good design sense, create the nice looking layout is simple. It’s just a bunch of tables, charts and colors. Spreadsheets make it super easy to create dashboards.

Use our addon to automatically load all your Seller Central Data inside Google Sheets. Stop working for data. Let data work for you.

  1. Download the Gorilla ROI Amazon to Google Sheets addon
  2. Follow the getting started instructions to authorize and connect

Getting sales data for your dashboards

If you want a sales dashboard, you can pull Amazon data for various sales periods and also at a SKU level using our sales related formulas.

To pull units sold, you can do something as simple as:


and for more control over what data you want to pull:


The syntax of the formula is


By automating the data import process, you can create your own highly flexible and custom sales dashboards that perfectly fit your needs.

Getting Amazon inventory data for dashboards

If you expand into advanced Amazon seller dashboard territory, consider inventory dashboards to improve your operations and performance as a seller.

On your Amazon Seller Central account, there is nothing that helps you much regarding Amazon inventory management.

You can get sales data by clicking and downloading multiple reports and doing a lot of wasted manual work, but if you combine sales and inventory, your Amazon seller dashboard will be unbeatable.

  • See sales data on a SKU level for last 7, 14, 30 days and how it affects inventory.
  • Create your own velocity calculations based on sales data AND inventory in stock.
  • See what the max restock levels are compared to sales.

Sales and inventory go hand in hand.


The syntax is as simple as entering the SKU, marketplace and what inventory status you want to look up.


To get inventory restock reports and data, it’s as simple as:


You can make the formula as simple and broad as you want. Or get deep and detailed data points by following the syntax and documentation.


Creating Amazon seller dashboards for FBA and FBM

Now you know how to automate the data collection whether you sell FBA or FBM.

Time to create your seller dashboards.

We have a very extensive step-by-step tutorial on best practices and how to create a sales tracking spreadsheet and inventory management system you can follow.

The brief version today is that if you want to create something like the example dashboards I show up top, it’s all about making the dashboard fully dynamic using advanced spreadsheet formulas.

Step 1

Use our Gorilla formulas to load the data into a table format to create your own database.

Step 2

Create a new tab and name it “Dashboard”. Use formulas such as

  2. QUERY
  4. Data validation drop down lists

to create a dynamic way of displaying the data from the table in step 1.

Dynamic formulas to make dashboards

VLOOKUP() – Google Sheets VLOOKUP explanation

Sample Usage

VLOOKUP("B088325DS", A2:B26, 2, FALSE)



In the example formula, it is best to use a cell reference instead of manually entering the ASIN into the formula.

VLOOKUP searches for the ASIN or SKU from the table that has all the data and then loads the matching values for “last 7 days”.

sales velocity vlookup
sales velocity vlookup

Use VLOOKUP to eliminate manual data entry.

If you do a formula like =I13 to link to the same cell, it does not work well if you add or remove rows and change your data table.

QUERY() – Google Sheets QUERY explanation

Super powerful function that you must know.

Knowing how to use QUERY() alone will take you from beginner level to advanced spreadsheet nerd status.

Microsoft Excel does not have this (ha).

This functions lets you truly use your spreadsheet like a database.

Sample Usage



This is how we use it for our Amazon sales dashboard.

QUERY is used only on the dashboard tab and not in any of our data tables as it is a dynamic formula and should only be used to pull information and display it.

It is the king of finding information in a big messy table and displaying only what you want to see.

spreadsheet query dashboard
spreadsheet query dashboard

My query formula is getting the data from columns G,A,AZ,L,M,Q and S from the tab “AZUSA-SALES”.

It then tells the query formula to sort it in descending order based on the data in column L of the AZUSA-SALES table.

The result is what you see in the screenshot above.

IMPORTRANGE -Google Sheets explanation

To link multiple files together, use this function.

Let’s say you have sales data in a spreadsheet file called “Amazon-Sales” and another spreadsheet file for “FBA-Inventory”.

Each spreadsheet is separate. You can create a new file called “Sales-Inventory-Analysis” and then import the data from both spreadsheets using the IMPORTRANGE formula.

Sample Usage

IMPORTRANGE("", "sheet1!A1:C10")

This way, you can combine different files into a central spreadsheet and also keep it separated as you may not want to combine all the data into 1 file.

If you have a gargantuan spreadsheet, this makes even more sense.

Seller dashboard design tips

The goal is to make it 100% hands off and automated.

  • Don’t type in unique values into your formulas.
  • Don’t enter values into the dashboard anywhere
  • Don’t clutter the dashboard
  • Don’t create too many different chart formats
  • Don’t use too many colors

The keys to a well designed dashboard are:

  • Use labels as much as possible
  • Breathing space between objects
  • Non high contrast or blinding colors
  • Max TWO different types of charts
  • Simple is always better

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Posts

Ready to unlock the power of your Amazon data?

Automatically sync your Amazon data to Google Sheets 24/7.
Reduce operating costs, scale easier and work smarter.