Amazon Reporting and Data

Amazon provides a suite of reporting and data metrics on sales, brand, advertising, inventory, and fulfillment. All that data is great, but what is really important is finding the key performance metrics that are most impactful for you and your business in order to make informed decisions on how to take action to achieve your goals. Identifying your KPIs and tracking on a continual basis will help you identify issues and meet your goals for selling on the Amazon store.

Amazon Sales and Traffic

Amazon provides many business reports to help you better understand how much sales and traffic you are getting when selling on Amazon. Within the Business Reports tool, you can view data related to sessions, page views, buy box percentage, units, and sales. The sales dashboard shows how many units and sales you have from a given snapshot. Business Reports by Date lets you see your sales and traffic over a period of time and breaks the data down further by specific days. When using the By ASIN pages you can see how individual ASINs and product listings are contributing to the account as a whole. Pulling this report allows you to calculate sales conversion rate which is an important metric but not one that Amazon easily provides.

Amazon Brand Analytics

Brand Analytics provides unique data to help you understand how customers are interacting with your listings on Amazon. This is especially useful if you have a distributor model as you are able to see sales and traffic data of your listings whether or not they are sold directly from you. Brand Registry and correct connection of your listings to your Amazon listings are required to get an accurate picture of your brand, but if successfully implemented, it can provide great insights into a previously nonvisible part of your business. Brands reports currently consist of the search catalog performance, search query performance, repeat purchase behavior, demographics, top search terms, and market basket analysis. Each of these reports helps you understand a different aspect of your brand on Amazon.

Amazon Advertising Reports

Amazon Ads is a great tool for driving traffic to Amazon listings and getting in front of customers. Understanding advertising reporting can help make your advertising more efficient and signal new opportunities for expanding your brand’s visibility on the Amazon Store. There is a suite of Advertising reports that can be pulled for your Sponsored Products, Sponsored Brands, and Sponsored Display ads to understand at a minute level how well they are performing. The search term report shows you the exact search term query entered by customers for your ads to display. The placement report shows where your ads are being placed.

Amazon Inventory Reports

Amazon Inventory reports provide a snapshot of the inventory and listings on Amazon. These reports are helpful for assessing the current status of your account as it relates to your listing content and inventory. Inventory reports can be used for seeing inventory quantity levels, SKU level performance, search suppressed or inactive listings, fee-related assessments and previews, and content submitted for listings. Many reports allow you to customize the fields and columns included to ensure you get the right piece of data at the right time. The Amazon inventory detail reports include: high volume listings report, referral fee discounts report, inventory report, active listings report, amazon-fulfilled inventory report, open listings reports, inactive listings report, all listings report, canceled listings report, sold listings report, seller-fulfilled exports eligibility report, and the referral fee preview report.

Amazon Fulfillment Reports

Amazon Fulfillment Reports provides you with all the necessary data about your inventory included in Fulfillment by Amazon (FBA). There are many fulfillment reports but they are organized into categories including inventory, sales, payments, customer concessions, and removals. These reports can be used to have a comprehensive view of your inventory at Amazon warehouses, the performance of FBA related sales programs, fees for selling using FBA, and more.

Amazon Payment Reports

The Amazon Payments Reports help you understand how and when you are getting paid for your sales. In general, you get paid every two weeks, Amazon takes your sales for the period, subtracts fees, expenses and services, and adjusts for any refunds. You can look at a high level statement view for totals or drill down into the breakdown of each order through the transaction view.

Goat Consulting Managerial Strategy Report

Goat Consulting builds out managerial strategy reports for you in order to track the key performance metrics in order to assess our performance in achieving your goals. We pull and update a combination of the reports we have mentioned in order for you to have a clear picture of how well your Amazon account is performing. Here are sample reports we provide built upon Google Data Studio with Amazon seller data:

Reach out to Goat Consulting if you want help to define your goals, download specific metrics, and build out a reporting tool for you to understand your KPIs and take actions to achieve those goals.