Amazon Business Reports aim to provide you with valuable data that you can then use to perfect your marketing and advertising strategy. You can find reports located on the main tab within your seller central account. The data you have right at your fingertips can reveal to you how your customers interact with your products, how often they order your products and how many of your products they’re willing to order in a single transaction. This type of data is invaluable to the growth of your Amazon business, so you should use it to become more successful.
Types of Amazon Business Reports
The amount of data available to you within your Amazon Business Reports can appear overwhelming and hard to understand at first glance. But, what if you just focused on the most critical aspects available to you within Amazon Business Reports rather than trying to decipher every tiny piece of data?
In reality, within Amazon Business Reports, the most important metrics available to you and the factors which will allow you to keep track of and improve your Amazon business are the following:
- Units Ordered
This data simply details the number of products your customers have ordered from you in total. Use these metrics to keep an eye on your unit orders and identify any peaks and troughs in numbers. Volume units ordered are one of the components that have a direct influence on where your product ranks on Amazon, so the more units you sell, the higher you rank. Shifting units should be top of your list, and if it’s not happening, you should investigate why as a matter of urgency.
- Total Sales
This is simply your item price multiplied by the number of units ordered, which gives you a total sales figure. Gross product sales consist of your product sales, any add ons such as gift wrap and also the shipping cost. This is the total amount of money your customers have spent to get the product – not just the price of the product itself, which is shown in the ordered product sales data. You’ll be able to keep track of total product sales both with and without add ons and shipping costs, so you’ll have net and gross figures to work with. You must know precisely how much money you make from your Amazon store. Your revenue is another component that influences your ranking. Correlate total sales with units sold alongside page views and sessions to keep on top of how well your Amazon business is performing as a whole.
- Page Views
Page views are the number of visits your store receives. Each page in your store is counted separately, so if a customer views more than one page within your store, they will all count as individual page views. From your page view data you’ll immediately be able to see when page views go down. By spotting a slump early, you’ll be in a position to make any necessary changes to reverse the trend. If you are not getting page views, your products are not being seen, it’s as simple as that. So, you’ll need to discover why your page views are low. Check whether you are winning the Buy Box and that your product titles are keyword rich. Remember that as a general rule, more traffic means more conversions and more conversions mean once again that you’ll get a higher search ranking for your product, so ensuring page views is a vital part of the process.
- Sessions (Traffic)
The sessions metric is just a means of tracking traffic, and you’ll be pleased to know that there’s a super simple way to understand this aspect of your Amazon Business Reports. Here’s how it goes:
- A customer enters your Amazon store.
- They view product one but don’t add it to their basket.
- They view product two and add two units to their basket.
- They view product three and add one unit to their basket.
- They browse further, view product four, add two units to their basket, then change their mind and remove one from their basket.
Each of these product interactions, although all different, are page views, so that’s four page views in total, but this equates to only one trip to your store. So, Amazon counts this as one session. It’s the same as if you went to the supermarket and picked products from the shelves there. You will have viewed multiple products but all during the same trip. By analysing this data and finding that your page views and sessions are equal, for example, four page views and four sessions, it indicates that your products are not holding the interest of your shoppers. The indication is that they are looking at only one product and then leaving your store immediately. One page view equals one session.
If products are not holding the attention of your potential buyers then you can’t expect to convert them, so using the data you will be able to evaluate possible reasons for this. If you discover your product listing has less than 100 sessions per month, check that you are listing in the correct category, that your title is keyword rich and your images comply with Amazon’s guidelines. Your pricing strategy may also need looking at. Importantly, you will have the opportunity to make improvements that will make a difference to your page views and sessions metrics.
- Unit Sessions Percentage (Conversion Rate)
You can use the order session percentage to discover which are your most and least successful products. A good conversion rate on Amazon can be anywhere from 10 to 15%, but the average is 9.7% and is where you should be aiming as a minimum. Your order session percentage allows you to see how your sessions and conversions add up. You can then make any necessary tweaks to your product listings, images and pricing if necessary. It goes without saying that if you notice your order session percentage is low then you should take proactive steps to fix it as your product ranking is also likely to be low.
- Buy Box Percentage
The Buy Box percentage shows how often your product appeared in the Buy Box position to customers. If your Buy Box Percentage is high that’s a good sign as it means you are winning the buy box consistently, so Amazon sees your product as a good deal and wants to show it to customers, and so you are likely to have increased sales. If your product was out of stock at any time or another seller’s product won the Buy Box, this will have a direct impact on your page views data. If your Buy Box percentage is low, consider whether your product was out of stock at any time or whether you are competing for the buy box with another seller. Keeping stock levels regular is essential, and you may need to tweak your pricing to ensure you win and keep the Buy Box. Buy Box eligibility is also based on your customer service standards and shipping options, so try and offer free shipping if you can.