Gross sales are the total sales recorded prior to sales discounts and returns. It is useful as a measure of the overall sales activity of a business. However, if a company is selling faulty products that are later returned, gross sales is not a good indicator of the abilities of an entity; in this case, net sales is a better indicator.
Investors commonly track gross sales to see if a business is generating sales at a faster or slower pace than its competitors. This can be used as an indicator of whether a company's product niche is maturing, which in turn can indicate changes in the value of an organization.