Understanding Geography Reports: State, City, Postal Code, and Product-Level Sales Analysis
Overview
The Geography Report provides a structured view of sales performance based on shipping location across your Amazon and Walmart marketplaces. It helps you understand where your customers are located and how performance varies by region.
This report answers key business questions:
- Which states and cities generate the most revenue?
- Where is demand strongest or weakest?
- Which regions have higher return rates?
- What products perform best in specific locations?
The report supports hierarchical analysis across four levels:
State → City → Postal Code → Product
At each level, performance metrics are shown with contribution percentages to help you understand how each location compares to its parent total.
This enables regional performance analysis from broad market trends down to product-level demand within specific areas.
Why Use This Report?
Use the Geography Report to:
- Identify high-performing regions for focused marketing and inventory allocation
- Detect geographic areas with elevated return rates
- Evaluate regional demand concentration
- Analyze product–location fit
- Support expansion or localization strategies
By understanding geographical performance patterns, you can make more informed decisions about distribution, advertising, and operational planning.
Key Metrics
Each level displays consistent performance metrics with percentage contribution relative to the current view.
Orders
Number of orders shipped to the location during the selected period. The percentage indicates the location’s share of total orders.
Units
Total quantity of items sold to the location. This shows demand concentration across regions.
Revenue
Total sales value from the location. The percentage highlights revenue contribution by region.
Returned Units
Number of units returned from the location. Helps identify regions with potential post-sale issues.
Return Value
Monetary value of returned items from the location. Quantifies financial impact geographically.
Return Percentage
Returned units relative to units sold for that location. This metric helps evaluate whether return behavior differs by region.
Reviewing these metrics together provides insight into both sales strength and post-sale performance by geography.
Hierarchical Analysis
The Geography Report supports progressive analysis from broader regions to specific products.
State Level
Provides a high-level view of sales performance by state. This helps identify primary markets and regional revenue concentration.
City Level
Displays performance within a selected state. City-level analysis reveals demand clusters and intra-state performance differences.
Postal Code Level
Shows granular performance within selected cities. Useful for identifying micro-markets and localized demand patterns.
Product Level
Displays products sold within the selected geographical scope. This helps evaluate which products perform best in specific regions and whether return behavior varies by location.
At each level, contribution percentages reflect the location’s share of its parent selection, allowing proportional performance comparison.
Filters and Scope Control
The report can be refined by applying filters such as date range, marketplace, or specific geographic selections. Filters update all levels consistently and allow focused analysis of particular regions or time periods.
When multiple locations are selected, performance metrics aggregate across those selections, enabling broader regional comparison.
Marketplace Considerations
Geographical data is derived from order shipping addresses provided by each marketplace. When multiple marketplaces are selected, values are presented in the account’s base currency for consistent comparison.
Available geographic detail depends on the data provided by the marketplace.
Summary
The Geography Report delivers multi-level regional sales analysis from states down to individual products. By combining revenue, demand, and return performance across locations, it helps sellers identify strong markets, detect regional risk patterns, and optimize operational and marketing strategies based on geographic insights.
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