ASP

ASP (Average Selling Price) is a performance metric that shows the average amount a customer pays per unit sold over a specific time period.

It’s calculated as:

ASP=Total Net Sales​ / Total Units Sold

For example:
 If you sold 100 units and made $2,000 in net sales, your ASP = $20.

Why ASP matters:

• Helps evaluate pricing strategy and profitability
• Useful for comparing SKUs, bundles, or categories
• Affects advertising decisions - lower ASP products usually need lower ACoS to stay profitable
• Tracks discounting or price erosion over time
• Indicates market positioning (e.g. premium vs. budget)

Where ASP is used:

• In Vendor Central and Seller Central reports
• Amazon Retail Analytics (ARA/ARAP)
• Business Reviews and Joint Business Plans (JBPs)
• Advertising ROI planning
• Forecasting and assortment planning

You might also hear terms like:

• Blended ASP (across multiple SKUs or timeframes)
• ASPX (Average Selling Price per customer segment or per visit - less common)

In short:

ASP = the average price you actually sell your product for. It’s essential for managing margins, advertising, and long-term growth.