The eBay Average Order Value Estimator calculates the average revenue generated by each completed order. It can include item revenue and shipping revenue, while refunds or discounts can be entered as deductions to keep the numerator aligned with net order revenue.
AOV is useful for tracking listing mix, bundles, cross-selling, and changes in buyer behavior. Compare periods with the same revenue definition and count orders rather than individual items.
1. Choose a reporting period
Use one consistent date range for revenue, deductions, and orders.
2. Enter item revenue
Add the amount earned from sold items before the entered deductions.
3. Include shipping revenue if desired
Use the same inclusion rule in every period you compare.
4. Subtract refunds and discounts
Enter amounts that reduce recognized order revenue.
5. Enter completed orders
Count orders, not units, then review AOV and net revenue.
Use the same accounting basis for every period. Excluding canceled orders and fully reversed transactions generally produces a more meaningful operational AOV.
The main result is the average net revenue associated with one completed order.
AOV measures order size, not profit; cost and fee changes can move profitability in a different direction.
Given: Item revenue is $8,450, shipping revenue is $620, deductions are $370, and there are 145 completed orders.
Calculation: Gross revenue = $8,450 + $620 = $9,070. Net revenue = $9,070 − $370 = $8,700. AOV = $8,700 ÷ 145 = $60.
Result: Average order value is $60.00.
Use revenue that belongs to the seller. Collected tax that is passed through to a tax authority is commonly excluded.
Yes. AOV uses orders in the denominator, so a multi-item checkout remains one order.
Usually exclude orders that generated no recognized revenue. Apply the same rule in each comparison period.
AOV does not subtract item cost, shipping expense, or fees. A larger order can still have a lower margin.
AOV measures revenue per order, while average selling price measures revenue per item sold. Bundles and multi-item orders create a difference.