During your Amazon selling career or amazon account management services, you might have already inquired about Amazon Business Reports in your Seller Central account. Due to the intimidating nature of the section, it is possible that only a brief glance was achieved.
You’re not alone if you feel overwhelmed by Amazon Business Reports, as the amount of information it presents is overwhelming. In the face of rows of statistics and graphs, it’s easy to ignore information, either because you don’t know what to look at first, or because you’re not sure which statistics are actually useful to you and your Amazon business. In reality, Amazon sellers who do not access their Amazon Business Reports will miss out on growing their sales. Due to the fact that you aren’t using some crucial metrics within your account, this is happening.
What are Amazon Business Reports, and where can you find them?
You can use Amazon Business Reports to make your marketing and advertising strategies more effective by taking advantage of valuable data.. In your seller central account, you will find reports under the main tab. These reports are highly effective in terms of Amazon listing optimization in SERP.
While you can obtain insightful statistics from these reports, you can also find some fairly confusing information, so you should focus solely on analyzing the data that will benefit your Amazon selling endeavors. It’s possible to find out how your customers interact with your products, how often they order them, and how many of your products they’re willing to order at a time, by using the data available to you.
The types of Amazon Business Reports
You may find it overwhelming and difficult to understand the amount of data available in Amazon Business Reports at first glance. Rather than trying to decipher all the details within Amazon Business Reports, maybe you should just focus on the most critical aspects? Amazon Business Reports is actually a tool which can be used to keep track of your Amazon business and improve it. The most important metrics and factors to monitor are:
- Ordered units
‘Sales Snapshot’, which displays your sales for the day, is included in your Amazon Sales Dashboard. A graph shows the comparison between days, weeks, and months of sales. You can view the units being ordered from your store as well on this metric.
- The total amount of sales
Including shipping and packaging charges, this is the total of all your sales. By multiplying the cost of your products plus the number of units sold, you can calculate gross product sales.
- Views of the page
The number of page views your store’s page receives lets you know how many customers have visited your store, if they view several pages in your store, they count toward your total page views. The more traffic there is, the more conversions happen, and the more conversions we have, the higher our search and product rankings will be.
- Flow of traffic (Sessions)
Traffic is measured daily, weekly, and monthly, so you can see how much traffic is coming into your store. It also shows from which region you are getting most traffic, so you can target that demographic.
- Percentage of unit sessions (conversion rate)
You can count the number of customers who viewed your product details and then placed an order. To calculate your Amazon product session percentage, divide the number of orders you have for an item by the number of distinct sessions (visits to your Amazon product detail pages) for the specified period of time.
- Percentage of Buy Boxes
On the right side of the product page, shoppers will see the Buy Box, which displays what Amazon figures is the best deal for them. The Buy Box is only available to sellers who meet specific performance requirements
As soon as you understand the data for sessions and unit sessions, you will be able to determine how much traffic is coming to your listings. The second most challenging aspect for Amazon sellers is to see how much traffic converts to sales. This will enable you to take control over your Amazon Business since you will have a better understanding of it.
Do Amazon Business Reports Include Other Data?
A lot of the data and metrics in Amazon Business Reports aren’t worth the effort of understanding. We have mentioned six essential metrics above that you need to use to analyze how well your product pages convert sessions to sales and how well your customers engage with your content.
The Amazon Business Report for FBA sellers
FBA sellers who sell at least one product through their Fulfillment by Amazon account are eligible to receive business reports. It’s not organized into sections and dashboards like MFN business reports. Instead, it’s organized into five main categories:
- Reports on inventories
- Statements of payments
- Reports about customer concessions
- Removal Reports
- Report on sales
One of the tools included in the Sales Dashboard is the FBA Sales Lift tool. The study compares sales velocity for units shipped via Amazon with those fulfilled by MFN. The Inventory tab still allows access to most FBA inventory reports, sales tax reports, and removal reports.
Amazon Business Reports for Registered Brands
Amazon sellers have access to many other reports, tools, and dashboards. One feature of the dashboard is the Voice of the Customer function, which flags up problem products and offers sellers the option to deal with them. Brand Analytics is a tool developed for vendors using Amazon Brand Services, while it can also be used by sellers using PL services. The tool provides a report that provides information about:
- Search Frequency Rank. A comparison of search term popularity with other terms at the time.
- Click Share. Clicks on different products as a percentage of total clicks.
- Conversion Share. It is the number of times a buyer orders a specific item, as opposed to all orders obtained after using a search term.
And it also features the Consumer Behavior Dashboard, this provides valuable and very specific information about buyers. Each bracket corresponds to one of these three categories:
- Amazon Search Terms. Keywords and listings with the most interest.
- Item Comparison. This is a list of the five most competitive items.
- Demographics. You can see here the age, income, education, and marital status of buyers.
Conclusion
Every Amazon seller will have different needs when it comes to Amazon Business, since there is no ‘one size fits all’ solution. The most important task is to study the information you have access to within the Sales, and Traffic Reports discussed above. If you wish to use other metrics, then go ahead, but it’s fine to use other metrics included in your reports, as well.
If you tweak and test your product listings to find out what works best for your Amazon business, any type of data and metrics will only be useful to your Amazon business. In order to generate more traffic, engage customers and convert a high percentage of them, you need to employ a complex set of marketing tactics. In any case, Amazon Business Reports provide you with valuable business data that you can use to increase your sales and make your business grow.
If you require any further guidance on understanding your Amazon business reports, check us out at Urtasker. Our Amazon account management services are ideally designed to meet your requirements as an Amazon seller. If you are looking for an Amazon account manager to guide you through your financials as a FBA seller, reach out to us.
