Where are the Amazon Business Reports?
The purpose of Amazon Business Reports is to provide sellers with valuable data that can be used to improve marketing and advertising strategies. You can find reports on the main tab in your Seller Central.
What elements do we need to know in Amazon business reporting? (Including key points of analysis)
1. Ordering unit
What the data means: This data simply details the total number of products ordered by your customers.
How to use the data: Use these metrics to keep an eye on your unit orders and identify peaks and valleys in the numbers.
What to do based on this data: The number of units ordered is one of the factors that directly affects your product ranking on Amazon, so the more units you sell, the higher you’ll rank.
Increasing ordered units should be your top priority, and if it’s not happening, you should find out why, as this has a significant impact on page views and conversion rates.
2. Total sales (ordered product sales and total product sales)
What the data means: The product price multiplied by the number of products ordered gives the total sales. Total sales include your product sales, including any add-on sales such as gift wrap and shipping costs. This is the total amount a customer spent on a product, not just the price of the product itself, and it appears in the ordered product sales data.
How to use this data: You can track total sales of your products with and without surcharges and shipping fees, so you can use both net and gross amounts. You must know exactly how much money you are making from your Amazon store.
What to do based on this data: Income is another factor that influences rankings. Correlate total sales with page views and conversion rates and units sold to understand how your business is performing as a whole.
3. Page views
The meaning of the data: Page views refer to the number of visits to the store. Each page in your store is counted separately, so if a customer views multiple pages in your store, they will all be counted as separate page views.
How to use the data: From the page view data, you will immediately be able to see when page views drop. By identifying a decline early, you’ll be able to make changes to reverse the trend.
What to do based on this data: If you’re not getting page views, your product isn’t being seen by customers. It’s that simple. So, you need to find out why your page views are low. Check if you’re winning the buybox, if your product title contains important keywords… Remember, in general, more views means more conversions, and more conversions means your product will get a higher search ranking, so ensuring page views is an important part of the process.
4. Number of browsing users
What the data means: This is just a way to track traffic, and there is a simple way to understand this data.
For example:
A customer enters your store.
●He browsed a product but did not add it to the shopping cart;
● He browsed two products and added both to the shopping cart;
He browsed three products but added only one to the cart.
They browse further, view a fourth product, add two items to their cart, then change their mind and remove one item from their cart.
The interactions between these products, although different, are all page views, so there are 4 page views in total, but this is only equivalent to entering the store once.
Therefore, Amazon counts this as one view. It's the same as when you go to a supermarket and pick items off the shelf. You will be viewing multiple products in the same trip.
How to use the data: By analyzing this data, you may find that your page views and traffic users are equal, for example, 4 page views and 4 traffic users, which indicates that your product is not arousing the interest of customers. There are signs that they only looked at one product and then left your store right away. One page view is equal to one browsing user.
Actions that should be taken based on this data: If the product fails to attract the attention of potential customers, you will not be able to convert them, so the data used will be able to evaluate the possible reasons. If you find that your product listing has less than 100 views per month, check that the listing is in the right category and that the title keywords and images meet Amazon’s guidelines. Additionally, your pricing strategy may need to be adjusted. Importantly, you will have the opportunity to make improvements that will improve your page views and visitor numbers.
5. Conversion rate
What the data means: If 100 customers visit your store and 25 of them place an order, then your conversion rate is 25% (25 divided by 100); if 10 customers visit and 9 of them place an order, then your conversion rate is 90% (9 divided by 10).
This data is the number of orders divided by the number of users who visit the store.
How to Use the Data: It goes without saying that if you notice that your conversion rate is low, then you should take proactive steps to fix it since product rankings are likely low as well.
What to do based on this data: You can use conversion rates to discover which products are the most prominent and which are the poor performers. On Amazon, a good conversion rate can be 10% to 15%, but the average is 9.7%, which is the minimum you should aim for. You can use the conversion rate to see the sum of the number of visitors and conversions. If necessary, you can make necessary adjustments to your product listing, images, and prices.
6. Buy Box Percentage
What the data means: Buy Box percentage shows how often a product wins the Buy Box.
How to use the data: If your Buy Box percentage is high, that’s a good sign because it means you won the Buy Box, so Amazon thinks your product is a good one and wants to show it to customers, so you’re likely to increase sales. If your product is out of stock or another seller’s product wins the Buy Box, this will directly affect your page view data.
What to do based on this data: If your Buy Box percentage is low, consider whether your product is out of stock or if you’re competing against another seller. Maintaining inventory levels is necessary, and you may need to adjust your prices to ensure you win and keep the Buy Box. BuyBox eligibility also depends on your customer service standards and shipping options, so try to offer free shipping.
This is the end of the introduction to Amazon Business Report. If you want to get more information about Amazon Business Report, please pay attention and we will continue to answer your questions~
