Amazon seller + Ecommerce
analytics & reporting solution for

Beauty & Lifestyle

Managing sales and marketing data across multiple Amazon accounts can quickly turn into a full-time job. Our client, an e-commerce brand with a growing product line, needed a single platform to track profit, monitor performance, and simplify reporting. This case study demonstrates how Southwave developed a Custom Amazon Seller Analytics Platform that transformed scattered data into actionable insights, enabling the client to save time, enhance accuracy, and make faster business decisions.

The client operates in the competitive consumer goods market, selling products through Amazon and their own e-commerce website. As sales volumes grew and marketing campaigns expanded, they needed a Custom Amazon Seller Analytics Platform to gain full visibility into performance and profitability. Their existing setup couldn’t consolidate data from both platforms, slowing decision-making and limiting operational efficiency.

Amazon's standard Seller Central reports were creating more problems than they solved:

• Inaccurate profit data.

  Amazon's default reports combine shipping, inventory, storage fees, and other costs, making the net profit unclear. Reconciling this took their finance team several days every month.

• Short data retention limits.

  Sales data was retained for two years, but advertising data was deleted after just three months, rendering year-over-year analysis impossible.

• Scattered information.

  Sales, advertising, expenses, and marketing metrics were stored in separate systems, delaying decision-making.

• Pending vs paid orders.

  Amazon incorrectly displayed pending transactions as completed, inflating revenue numbers and resulting in thousands of dollars in reporting discrepancies.

• Manual monthly tax reporting.

  Staff had to manually prepare reports for accounting software, increasing workload and the chance of human error.

They needed a single platform that could pull accurate, real-time data from all sources, store it indefinitely, and provide different teams, including finance, marketing, and operations with exactly the reports they needed.

Southwave team built a multi-channel sales dashboard tailored for Amazon Sellers, combining real-time data from Amazon Ads, Seller Central, and other platforms. This custom e-commerce reporting tool not only delivers accurate, real-time profit tracking but also allows the client to filter, sort, and visualize their KPIs in one place.

Key Deliverables & Benefits:

• Accurate Net Profit Calculation

  We developed a formula that separates actual net profit from Amazon's inflated figures by excluding pending orders and applying exact costs for shipping, storage, and other expenses. This ensures the finance team works with reliable numbers and no longer needs to reconcile reports manually.

• Unlimited Historical Data Storage

  The platform stores sales, advertising, and operational data indefinitely, bypassing Amazon's 2-year sales and 3-month advertising limits. This gives the client full access to long-term data for year-over-year comparisons and trend analysis without worrying about information being lost.

• Multi-Source Integration

  We connected Amazon Seller Central, Amazon Ads, WooCommerce, Google Analytics, Meta Ads, Xero, and QuickBooks into a single platform. This centralization removes the need to work across multiple disconnected systems and ensures all teams are referencing the same, consistent data set.

• Product & Buyer-Level Filtering

  The dashboard allows data to be filtered by individual products or buyers. This capability enables marketing and sales teams to understand customer behavior, analyze conversion paths, and evaluate the performance of specific campaigns or products.

• Automatic Tax-Ready Reports

  The system generates accounting-ready reports in formats compatible with platforms like Xero and QuickBooks. This automation eliminates the need for manual preparation of monthly reports, saving the finance department significant time and reducing the risk of human error.

• Real-Time Data Updates

  Data in the dashboard is refreshed automatically up to three times per day, with the option to adjust the update frequency. This ensures that decision-makers always have timely and accurate information for both operational and strategic planning.

• Customizable Visualizations & Exports

  The platform integrates with Looker Studio to provide tailored charts, dashboards, and CSV exports. Different user roles — finance, marketing, operations can configure views that best match their reporting and analysis needs without additional development work.

• Frontend: Next.js (React), TypeScript, Tailwind CSS, ShadCN
• Backend: NestJS (Node.js)
• Database & Storage: PostgreSQL, Redis
• Hosting & Deployment: DigitalOcean, Docker, GitLab
• Integrations: Amazon SP, Amazon Ads, WooCommerce, Google Analytics, Meta, Xero, QuickBooks

Since implementing the Amazon Seller Analytics Platform, the client has:

• Reduced reporting time from several days to under 30 minutes each month.
• Gained year-over-year and long-term trend analysis through unlimited historical data storage.
• Eliminated accounting discrepancies caused by Amazon's pending orders and incorrect cost calculations.
• Enabled the marketing team to directly measure ad campaign impact on sales at product and audience levels.
• Improved tax reporting accuracy and speed with automated, accounting-ready reports.
• Given all teams a single source of truth by integrating sales, marketing, and finance data in one place.
• Ensured decision-makers always have up-to-date information through scheduled automatic data refreshes.

Together, these improvements mean the client can monitor all sales and marketing activity in real time, instantly spot profit leaks, and make informed, data-driven decisions. The new Amazon Seller Analytics Platform eliminated hours of manual reporting, reduced decision-making delays, and provided the clarity needed to optimize ad spend and inventory planning across channels.

This project was about more than building a reporting tool. It was about giving the client control over their data. By combining accurate profit calculations, unlimited historical storage, and integrations across sales, marketing, and finance, we delivered a platform that enables faster decision-making, effortless reporting, and easier planning for growth.

Looking for a way to simplify your Amazon reporting and get a clear view of your business performance? Southwave can build a custom analytics platform tailored to your needs, so you can save hours, avoid costly mistakes, and make confident, data-driven decisions. Contact us to get started!