The Geo Dashboard -- Regional Performance

Overview

The Geo Dashboard shows you where your customers are and how each region performs. It breaks your sales, profit, and returns down by country, state/region, or city, and presents them two ways: a table of region performance cards, and an interactive world map you can drill into.

You can access it from Sales and Customers → Geo-Dashboard → Regional Performance in the top menu.

Use it to answer questions like:

• Which countries and states drive most of my orders and profit?
• Where should I place my FBA inventory to minimize inbound placement fees?
• Are certain regions returning products more than others?
• Which products sell best in a specific region?
• How is a region trending month over month?

Choosing What to Analyze

Three selectors in the page title control how your data is grouped. Click any of them to switch:

• Geographic level -- group by Country, State, or City. State and city views also show the parent country so you always know which "Springfield" you're looking at.
• Product grouping -- view All Products together, or break each region down by SKU, ASIN, Parent ASIN, Product Group, or Brand.
• Period -- view the Full Date Range as one figure, or split it by Day, Week, Month, Quarter, or Year to see regional trends over time.

These combine freely -- for example, by State × by Brand × by Month shows how each brand performs in each state, month by month.

The Table View

Each region appears as a performance card:

• Region identity -- country flag and region name, plus chips showing the product and period the row covers (when you've chosen those groupings)
• Revenue -- the region's top line
• Profit -- with margin and ROI badges; profitable regions get a green accent, loss-making ones red
• Orders and Units -- volume at a glance
• Returns -- return rate with a traffic-light indicator: green (up to 3%), amber (up to 8%), red (above 8%)
• Details strip -- Ordered Product Sales, Average Order Value, COGS, Fees, Commissions, and how many unique products sold in the region

Orders placed without usable location data appear under an Unknown region so totals still add up.

Rows are sorted by order count by default -- click sortable column headers to change that. As with other SellerLegend tables, you can show or hide columns, save custom views, and export the table to CSV or Excel using the export button.

All money figures follow your selected display currency and your configured profit/ROI/margin formulas.

The Map View

Switch to the Map tab for a color-coded world map of the same data:

• Pick your metric -- toggle between Orders, Units, Revenue, and Profit; darker shading means higher values
• Hover any country for a tooltip with all four metrics
• Drill down -- click a country to see its state-level map (available for the US, Canada, UK, Germany, France, Italy, Spain, Japan, Australia, India, and Mexico -- the tooltip tells you when a country is drillable). Click a state to see its top cities as a bar chart.
• Breadcrumb -- use the World → Country → State trail above the map to move back up
• Zoom and pan freely, and save the current map as an image

Filtering

The Geo Dashboard supports the same filters as the Orders screen -- date range (defaults to This Quarter), order status, fulfillment channel, sales channel, business orders, gifts, refunds, product filters, buyer email, and promotions -- plus a dedicated Location section:

• Country -- pick one or more countries
• State / Region -- enabled once you've picked a country; options are labeled with their country, e.g. Colorado (CO, US)
• City -- enabled once you've picked a state; options show their state and country so same-named cities stay distinct

The three location filters work as a hierarchy: choose the country first, then narrow to states, then cities. The dropdowns only offer locations that actually appear in your orders. Removing a country automatically clears any of its selected states and cities.

Practical Use: Saving on FBA Inbound Placement Fees

Amazon's FBA inbound placement fees reward you for sending inventory close to where it will actually sell: shipments that Amazon has to redistribute across the country cost more per unit, while inventory that arrives near its demand is cheaper to place and reaches customers faster. The catch is that you need to know where your demand actually is -- and that's exactly what the Geo Dashboard shows you.

A practical workflow:

1. Set the geographic level to State and pick a representative period -- a recent quarter or the trailing year smooths out one-off spikes.
2. Sort the table by Units (placement fees are charged per unit, so unit volume matters more than revenue here).
3. Note where your volume concentrates. Is it coastal? Clustered in a few states? Spread evenly? The Map tab makes the concentration obvious at a glance -- and clicking into a state shows the top cities, useful when demand centers on one metro area.
4. If you sell many products, switch the product grouping to SKU or Parent ASIN -- different products often have different regional footprints, and placement decisions are made per shipment, not per catalogue.
5. Apply what you've learned when creating shipments in Seller Central:
   • If your demand clusters in one or two regions, sending inventory to fulfillment centers in those regions (or choosing shipment split options aligned with them) keeps placement costs down.
   • If your demand is genuinely nationwide, Amazon-optimized splits that spread your inventory may be the cheaper option -- now you'll know rather than guess.
6. Re-check each quarter or before large inbound shipments -- regional demand shifts with seasons and with your advertising.

The same logic applies in other marketplaces with regional placement or fulfillment options: let your actual sales geography drive where your stock goes.

Good to Know

• Location data comes from your orders' shipping information. Regions can only be as precise as the address data Amazon provides.
• A small number of orders may lack location details (for example, very recent pending orders) -- these are grouped under Unknown.
• The table and the map always reflect the same filters, so you can filter once and explore both views.