The ultimate guide to Amazon Reports

This article will be your one-stop guide to understanding the different reports available on Amazon’s Seller Central. We'll dive into every essential report and explain the key metrics you need to track for success.

What are Amazon Reports?

Amazon Reports are essentially data dashboards for sellers on Amazon. They provide valuable insights and information to help sellers track the performance of their business. There are two main categories of Amazon reports:

• Business Reports: These reports focus on sales, traffic, inventory, and fulfillment. They include things like total sales, units ordered, number of visitors to your product listings, conversion rates, and how often your products win the "Buy Box" placement. By analyzing this data, sellers can identify trends, make better decisions about pricing and advertising, and improve their overall sales strategy.

• Advertising Reports: If you run advertising campaigns on Amazon, these reports will tell you how your ads are performing. You can see things like which keywords are driving the most traffic and sales, what your click-through rates are, and how much you're spending on advertising. This information can help you optimize your ad campaigns for better results.

How to access Amazon Seller Central Reports

Here's how to navigate to the different reports available in Amazon Seller Central:

1. Log in to your Seller Central account.
2. Navigate to the Reports Tab in the top left corner of your Seller Central homepage. Hover over the "Reports" tab to display a dropdown menu.
3. Select the desired report type from the dropdown menu, e.g. "Business Reports," "Advertising Reports," "Payments Reports," or "Fulfillment Reports."
4. Once you're within a category, you can choose the specific report you want. Most reports allow you to set a custom date range for the data you want to see.
5. Click on "Request Report" or "Download Report" depending on the report type.

Benefits of using Amazon Reports

Amazon Reports offer a crystal-clear view into every aspect of your business as a seller. You can track everything from sales and traffic to inventory levels and customer behavior. By diving into these reports, you can:

• Track total sales, units sold, and revenue trends to identify your top-selling products, peak sales periods, and customer buying patterns.
• Analyze conversion rates, bounce rates, and traffic sources to understand how customers interact with your listings.
• Discover which keywords are driving the most traffic and sales, allowing you to refine your advertising campaigns and maximize your return on ad spend (ROAS).
• Gain insights into your inventory levels, identify slow-moving products, and optimize your stock to avoid stockouts or overstocking.

Amazon Business Reports

Amazon Business Reports provide insights into sales trends and the actions visitors take on your product pages. These are the reports that you should keep and eye on:

Sales Dashboard

This date-based report provides a clear view of your orders and sales data, allowing you to compare your current performance to previous periods. These easy-to-read reports are presented in your currency and percentages, along with helpful graphs and tables for visual analysis.

Sales & Traffic

This report shows how many people viewed your listings and visited your Seller page, along with your conversion rate - the percentage of viewers who turn into paying customers. You'll also see total sales, gross product sales (revenue before fees), and even how many units are typically viewed per customer session.

Detail Page Sales and Traffic by ASIN

This report provides the most in-depth look at individual product performance. It breaks down various metrics for each product and its variations (child ASINs). This includes crucial data points like the number of product views and the conversion rate for each product. Here’s a breakdown of the key information that you can see in this report:

• Sessions: The number of unique visitors to your product page in the last 24 hours.
• Page Views: The total number of views on your listing within a selected time period. This includes customers who viewed your listing multiple times so it might be higher than your sessions.
• Page Views Percentage: The percentage of page views individual product ASINs receive compared to other products.
• Buy Box Percentage: The percentage of page views where you owned the Buy Box.
• Units Ordered: The total number of units ordered during the specified date range.
• Unit Session Percentage: This is the most important metric in the business report as it shows your conversion rate: the percentage of units ordered compared to the number of page views.
• Ordered Product Sales: The total revenue for each product within a specific time period.
• Total Order Items: The total number of times a specific item was ordered within a selected timeframe.

Amazon Advertising Reports

These reports give you crucial insights into how your keywords, search terms, and bids are performing. You'll see key metrics like clicks, cost-per-click (CPC), Advertising Cost of Sale (ACoS), and Return on Ad Spend (ROAS) – all presented alongside your PPC sales and overall spending.

Advertised Product (Sponsored Products and Display)

These reports are designed specifically for sellers who run Sponsored Products or Sponsored Display campaigns. They provide in-depth data for each individual product you're advertising. This means you can see how each ASIN is performing in terms of impressions, clicks, sales, and other key metrics.

Attributed Purchases (Sponsored Brands)

Unlike Advertised Product reports that focus on clicks and impressions for advertised products, Attributed Purchases show which products are purchased as a result of your Sponsored Brands campaigns.

Search Terms (all ad types)

As the name suggests, this report reveals the exact search terms customers are using to find your products on Amazon. It includes the following metrics:

• Keyword Targeting and Match Type
• Search Term used
• Sales & Conversion rate for specific terms
• Click-Through Rate
• Cost-Per-Click
• Impressions

By identifying the most popular search terms, you can integrate them into your product listings, improving search ranking and organic visibility. Alternatively, you can flag poorly performing terms as negative keywords to prevent irrelevant clicks and ensure your advertising budget reaches the right customers.

Placements Report (all ad types)

This report breaks down key metrics like impressions, clicks, sales, and ACoS for your campaigns across various placements. These placements could be:

• Search Results: Top of search (TOS), Search results page (rest of search)
• Details Page: Directly on a product's detail page

Other types of Amazon Reports

There are more Amazon reports available beyond the ones we've covered. Let's explore a few more valuable reports to add to your seller toolkit:

Return Reports

This report allows you to see how many returns you’ve received within a specified time period and the reasons why customers return your products. You can use Return Reports to identify trends such as return frequency or product-specific issues. Additionally, by pinpointing the root causes of returns, you can take proactive measures to improve product quality, listing accuracy, and customer communication - which can help to reduce your return rate.

Fulfillment Reports

These reports provide sellers with details of their sales, inventory, and shipments. You can find data on items shipped, inventory levels, orders processed, storage fees, removals, and reimbursements.

If you use Fulfillment by Amazon (FBA), there are reports to understand how your Amazon FBA business is running. There are several reports available, including Long-Term Storage Fee reports, Subscribe & Save Performance, Promotions Performance, Stranded Inventory, Returns, and Inventory Age & Health.

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