Amazon provides the sellers on their platform with a lot of great reporting options which enables sellers to track and measure their sales and growth. Understanding these reports is crucial as these reports will allow merchants to make data-driven decisions to grow their business. Understanding the reports will help you decide what is working and what is not.
9 Essential Seller Central Reports
Below I have summarized the various reports and metrics that are available to sellers on Amazon. Every seller should be paying attention to these reports and metrics regularly to take action promptly.
Business Reports
Business reports mainly provide sales and traffic data. They show to the seller what has sold, how much has sold, the amount of traffic coming on the product detail pages and whether that traffic is converting into sales or not. Having a clear knowledge of sales and traffic data is highly important as these are the metrics that influence every decision.
Advertising Reports
As per a report, over two-thirds of U.S. consumers start their buying journey with a product search on Amazon. With so many people starting their purchase journey with an Amazon search, it is essential that your products show up in search results in order to achieve success on Amazon. Amazon’s advertising reports help advertisers measure the impact of advertising on sales and make it easy to optimize advertising strategies.
Fulfillment Reports
After making sure that your products are showing up in search results and generating a good amount of traffic and sales, a seller should also pay attention to orders fulfillment efficiency. Pay attention to inventory levels, inventory age, returns, and payments. These reports can help you decide which inventory you will have to replenish and when. Fulfillment reports will enable you to make better decisions from an operational standpoint.
Payment Reports
Payment reports will be helpful to understand account activity by providing a detailed classification of transactions during a given period. You can access detailed information on Amazon charges, refunds, etc
Account Health
Amazon gives serious importance to a customer’s experience on their platform. For a customer to have a great experience, a seller must comply with various policies and terms of service to be able to sell on Amazon. Account health report provides you an overview of your seller account’s adherence to the policies and terms of service. Amazon will take action based on these metrics if they are not compliant with Amazon’s target. Regularly check your account health to monitor your account’s performance.
Brand Dashboard
The brand dashboard contains actionable insights on how your brand is performing on Amazon. It allows you to monitor key performance metrics and best practices to grow your business on Amazon. The Brand Dashboard will help you identify opportunities to improve the customer experience, traffic, and conversion. The brand dashboard is only available to brands enrolled in brand registry.
Voice of Customer
The voice of the customer shows Customer Experience (CX) Health of your offers (listings) along with the customer comments so you can determine what are the issues customers are facing so you can resolve them.
CX Health is a metric that helps you understand how each of your offers is performing relative to similar offers, based on customer feedback about your products.
Brand Analytics
Brand Analytics is a feature that is currently available only to brand owners on Amazon. It is a feature that allows brand owners to make informed decisions about their products and marketing. Using brand analytics, sellers can view Amazon Search Term Report, Repeat Purchase Behavior and Customer Demographics.
Amazon Selling Coach
Just like the name suggests, Amazon Selling Coach is a coach that helps you to maximize your success as a seller on Amazon. It gives you personalized recommendations for your seller account. These recommendations are based on inventory, products, fulfillment, pricing, and advertising.
For example, Inventory recommendations let you know when certain products you offer have lower than optimal stock. It can help you avoid running out of stock and pre fulfillment cancellations.
These are some of the core reports we use at BellaVix to help inform our clients and make decisions based on data. If you find yourself lost by all of the potential reports on Amazon then drop us a line. Happy to talk through our processes and different ways to leverage these reports to help maintain a healthy and prosperous Amazon Seller Account.
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