Since the information regarding Amazon reports is quite extensive, we will split up this topic into two main categories: Business and Advertising Reports. Farther on in the text, we volition lay out a summary of the reports you'll come across in Seller Central.
Business and Advertising Reports (Overview)
Amazon Reports can exist roughly divided into Business organisation and Advertising reports. They contain key data, such equally:
- Units Ordered
- Full Sales
- Page Views
- Sessions (or traffic)
- Conversion Rate or Units Session Percentage
- Purchase Box Pct
In that location are also six crucial metrics to review in your Ads Reports:
- Search Terms
- Targeting
- Advertised Product
- Placement
- Purchased Production
- Operation Over Time
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Amazon Business Reports
Units Ordered
As its proper noun suggests, this report details the number of products customers order from you. It'due south an platonic written report to observe your highest-grossing items; and those that may need a heave.
The more than units y'all sell, the better your rank, of course.
Just like Total Sales, a lack of units ordered is derived from your folio views and session, which we'll talk virtually below.
Total Sales
This report is composed of the ordered production sales and gross product sales. The first metric is your detail cost multiplied by the ordered units.
The latter metrics consist of item sales, add together-ons, and shipping toll. In a few words, it'due south the money a customer spent on getting the product.
Your revenue influences your ranking in the marketplace, so information technology's crucial to know precisely how much money y'all make from your store.
The total sales reported is the cornerstone for the following metrics. Information technology will point to the improvements y'all must make to boost your success on Amazon.
Folio Views
These are the number of visits to your products. Listings are counted separately. Then, if a customer views more than one item, each volition count as an individual folio view.
The keen insight of Page views is that you can see the pages with decreased visits immediately. Y'all can spot slumps early on and optimize the list immediately.
You need to determine why a page is non being seen. The cause could be poor pricing or SEO, and even a lack of targeted keywords.
Review your Amazon seller metrics to pinpoint why you lot are not getting page views. So, correct the problem to reverse the trend.
Sessions
This report tracks customers' sessions and folio views. It determines which are your nigh viewed products in the market place. The study measures sessions and page view
Imagine this scenario: a customer views i product, but do not add information technology to the shopping cart.
Then they find your second production and add information technology to the cart. And maybe they check out a third item, add it to the cart, but and so change their minds and remove it.
Each product interaction equals a page view, but there was only 1 trip to your store. That ways the customer had merely one session in the marketplace.
Low sessions hateful your products are non holding the customers' involvement. The Traffic report lets you pin down the trouble. Then you tin can make the improvements that will increase your traffic.
Conversion Rate
Conversion metrics show your customer delight. In other words, the report marks the per centum of shoppers that add your product to their carts.
The data divides the orders placed past the unique sessions from customers. If 100 customers view one of your listings, only simply 34 placed an club, that product has a 34% conversion rate.
The total is your unit of measurement sessions percentage.
The average rate is 9.vii percent, and a adept percentage goes from 10% to 15%, according to Amazon. A low session per centum translates into low product ranking.
Consider the following steps to increase a poor conversion charge per unit:
- Optimize your listings with high quality images and detailed descriptions. Give customers all the info they want to make a auction.
- Use promotions like seasonal discounts and costless shipping to increment conversions.
- Encourage product reviews, because customers value the stance of other customers.
Satisfied shoppers are ever a bang-up reference for your brand.
Buy Box Percentage
The Buy Box is but the price and "Add together to Cart" area on a product's page. Every seller can win the Buy Box but the spot is actually shared between the all-time rated brands.
So, the Buy Box percentage report shows how often your product gets Buy Box time. in the Purchase Box position to customers.
A high percentage means that you lot are winning the Buy Box regularly. That translates to high sales and conversions. If your buy box pct is low, then your page views, sessions and sales will take a hit.
The Purchase Box pct written report tin can tell you which products need a boost. At that place are many factors weighing in winning the Buy Box. Exist sure to ever bank check the following:
- Improve client service and on-time delivery charge per unit.
- Tweak your pricings and keep skillful stock levels.
- Always bank check your Inventory Performance Index (IPI) and evaluate inventory management over time.
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Amazon Advertisement Reports
Search Terms
The study tracks the search terms customers use and click most to detect your products. It includes the following metrics:
- Keyword Targeting and Lucifer Type
- Search Term used
- Sales & Conversion rate for specific terms
- Click-Through Rate
- Cost-Per-Click
- Impressions
Sellers can review the virtually search keywords to increment spend or further target more customers.
For example, you tin research and use long-tail keywords, which are more specific terms to target a narrower audience.
Another perk of this written report is to observe poor-performing terms, and flag them as negative keywords.
Targeting
Targeting reports keep runway of your overall keywords, ASINs, and categories. While Search Terms is issued for specific keywords, this report offers a broad view of all keywords in all your campaigns.
Ii great uses for the targeting written report are:
- detecting duplicate keywords. You can then replace them with new terms.
- and a second perk of the study is to admission your Return on Advertizement Spend (RoAS), along with your Advert Price of Sales (ACoS).
Purchased Product
This study rates keywords functioning according to sales. Purchase Product lists the attributed keywords to specific sales.
Sellers can allocate more effective phrase-matching keywords for poor-selling products. You lot tin can comprise your well-nigh relevant head terms to increase sales and revenue.
Advertised Product
Here yous can see how all your advertised ASINs and SKUs are performing. This ways they've won the Buy Box. It basically tells the promoted items that are getting impressions from customers.
Sellers can sort all their all-time sellers to program ahead for a busy season, or to heave the performance of your nearly pop items. And then you can allocate more advert spend to increase conversions and sales.
Placement
This report features performance-by-advertisement-placement data for all seller's campaigns.
The last report was about sponsored ASINs'. On the other hand, the Placement reports look at all your ads' campaigns.
The information will allow you refine each entrada by price range, ratings, or shipping. This will allow your campaigns to reach and delight the right audiences.
Each study contains a off-white number of figures and graphics. It can exist overwhelming at showtime, especially when you lot don't know what to look for.
Luckily, Amazon offers the "Take Tour" feature, which helps sellers understand improve what each report reflects.
Allow's take a closer wait at the Amazon Reports in Seller Central and what they can do for your business organisation.
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Amazon Reports in Seller Central -Summary
Your reports represent the story of your Amazon store. Each one reveals how customers interact with your brand.
These reports point to specific sales and traffic trends. They can also give you greater insight into your inventory health and fulfillment performance, and you lot'll notice them displayed as follows:
- Payments
- Amazon Selling Coach
- Business Reports
- Fulfillment
- Return Reports
- Custom Reports
- Tax Certificate Library
1. Payments Dashboard
The payments dashboard reflects, as its proper noun suggests, important data about your payments.
This dashboard contains the post-obit views:
- Statement View - You'll find general information well-nigh your Net Proceeds (Net amount from Commencement rest and Sales less Refunds, Expenses, Loan Repayments and amount in account reserve.)
- Transaction View - It allows you to continue rail of all your transactions and filter them by type
- All Statements - Information technology provides general merely at the aforementioned time detailed information near your account statements by settlement period
- Disbursements - You tin see a list of your disbursements by date / period
- Date Range Reports - By inbound an order number, this tool allows you to track a transaction and generate a report based on the date you marked the orders as shipped.
ii. Amazon Selling Passenger vehicle
The Selling Omnibus dashboard is divided as follows:
- Selling Bus Reports - Y'all tin can notice recommendations on how to improve your inventory management, products, fulfillment, and advertising.
- Preferences - It shows you a list of pop products that may have limited availability on Amazon and lets you know what opportunities you accept to fill that marketplace.
- Communication - You lot will accept access to your Selling Charabanc emails, communications, and tips for a successful sale and how you lot can help your customers discover your products.
- Search Recommendations - This page allows you lot to search for recommendations past product title, brand, category, or ASIN.
- Refined Opportunities - This list contains all the items yous chose from Selling Coach.
- E-mail Settings - Allows you to edit language preferences, e-mail address, and notifications.
3. Business organisation Reports
The data in these reports is available for up to 2 years:
- Sales Dashboard
- Business Reports by Engagement
- Business Reports by ASIN
Amazon indicates that, in these types of reports, you might notice discrepancies across the unlike study types due to the way information is pivoted and based on the purpose of the report, and because they have a lag of 24 hours when compared to the real-time data.
iv. Fulfillment Reports
Amazon Fulfillment Reports is i of the virtually all-encompassing sections inside the Seller Central reports department. Each one is divided into subcategories with an extensive number of reports related to each parent category.
But, in a nutshell, they are divided into six main categories:
ane. Inventory
2. Sales
3. Payments
4. Client Concessions
v. Removals
6. Amazon Global Logistics
Ane of the virtually contempo updates in this section is that now you lot tin can review, and download, data regarding the Long-Term Storage Fee with a flow of 6 to 12 months, or more than of the written report of your health inventory and your recommended removal written report.
The formats in which yous can download these reports are the following:
- .csv - yous tin can open them in a spreadsheet, leading zeros will non exist visible. i.east., 007
- .txt - will allow you lot to run into leading zeros
5. Return Reports
This tool allows you to generate reports related to customer returns. Y'all will be able to analyze important data within the following fields:
- Returned Engagement
- Order ID
- Merchant SKU
- ASIN
- FNSKU
- Title
- Quantity
- FC
- Disposition
- Customer Render Reason
6. Custom Reports
In this widget, y'all can generate your ain custom reports in Comma-Separated Values (CSV) to view through Excel, including suggestions from Amazon to meliorate your metrics.
They are divided into two categories:
- Active Reports: newly published reports, and with current file dates
- Archived Reports: one-time reports, self-archived past Amazon, which are deleted after 45 days
Learn more hither .
seven. Revenue enhancement Document Library
Through this library, you will have access to the following views:
- Seller Fee Revenue enhancement Invoices
- Revenue enhancement-Exemption Certificates
- [Market place] Tax Invoices
Through the Sales Tax Report section, you can generate 3 types of report:
ane. Sales Tax Calculation Report
2. Marketplace Tax Collection Report
3. Combined Sales Tax Study
When you lot sign upward for Amazon tax adding services, y'all will be provided with a glossary of names and descriptions that will be broken downward in your Sales Tax Study. You tin can admission this glossary by clicking on "Learn more," side by side to the Taxation Document Library title.
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Final Thoughts
Study the information you have access to inside your Amazon reports and bank check them constantly to know where your account stands. They will grant your valuable insights into what yous must improve.
The rule of pollex is: If you lot want to push your growth forrad, review your Amazon reports to heave your sales.
It may take a bit of time to know the most helpful metrics for you. Every seller has different needs. But if yous know where to look, you'll ramp up your business in no fourth dimension.
Agreement Amazon's reports will grant your insight into your account's health. In short, they can prove you how to optimize your business.
Remember, great seller information equals great seller performance!
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