Are you using these Amazon reports correctly?

Are you using these Amazon reports correctly?

In the Amazon backend, you can see countless reports, such as inventory, orders, returns, advertising, etc. Today's article will focus on how to use Amazon's reports to evaluate your business and make relevant decisions.

 

01

Find the right PPC ads



Amazon PPC advertising can increase product exposure and sales, and is one of the best ways to increase product revenue. Now, with the report, you can find the products that are most suitable for PPC advertising.
 
First of all, you need to know that products with low page views but high conversion rates are most suitable for PPC advertising, which can maximize your return on advertising expenditure.
 
Next, you can use the backend Business Reports to find such products. Business Reports provides product sales information, which is classified by date, product, and other three sections.
 
To view the specific sales and traffic of each product, click By ASIN:
             
There are three reports available under this category, namely:

Detail Page Sales and Traffic

Detail Page Sales and Traffic by Parent Item

Detail Page Sales and Traffic by Child Item


Sellers also need to understand the meaning of the following indicators in order to correctly interpret the report:
Sessions : How many buyers visited your page. In one session, even if the buyer browses multiple pages multiple times (within 24 hours), it will only be counted as one session.
Session Percentage: The percentage of users who visited a specific SKU/ASIN.
Page Views: The total number of times a page is clicked.
Page Views Percentage: The percentage of page views for a specific SKU/ASIN.
Buy Box Percentage: The percentage of page views where users click the Buy Box button.
Units Ordered: The number of units ordered by the buyer.
Unit Session Percentage (Conversion Rate): The percentage of buyer visits to orders. The higher the better.
Total Order Items: The types of goods purchased by the buyer. For example, if the user bought a computer and two mice, this column will show 2.
               
As can be seen in the blue box in the above figure, there are 48 buyer visits, and the buyer visit percentage is 1.41% - only 1.41% of buyers visited this product, while the conversion rate was as high as 8.33%.
 
This is obviously a product with low page views but high conversion rate. Then you can choose this product when you run Amazon ads.
 

02

Find products with low conversion rates


 
Since the report can identify products with low views but high conversion rates, it can also show products that generate a lot of views but few sales.
 
In the Buying Reports, click By ASIN, select the Unit Session Percentage line, click the arrow above and select descending sort, so that you can clearly see the products with low conversion rates.
               
For example, in the above picture, the number of buyer visits is 924, but only two products are sold, and the conversion rate is only 0.22%.
 
A low conversion rate means that the product page is of poor quality and the seller needs to improve the listing page.

It is worth noting that the gold shopping cart percentage of this product is 84%, which means that you have other competitors, most likely only one. If you cannot edit the listing, you can try to contact the seller who owns the listing to modify it, which will benefit both parties.

03

View overall business performance



Click Business Reports and select By Date to view the performance of each period. The date report has three categories of data, namely:

Sales and Traffic: Total sales and traffic for the product, sorted by date.

Detail Page Sales and Traffic: This is very similar to the previous category, but provides more metrics, including conversion rate, shopping cart ratio, etc.

Seller Performance: Provides data including refund rate, feedback, AZ claims, etc. If the data here changes greatly, it needs to be taken seriously by the seller.


04

Research keywords with Brand Analytics



Amazon provides brand sellers with a data analysis tool, Brand Analytics. Brand Analytics provides sellers with three data reports:
Amazon Search Term Report
· Market Basket Analysis
Item Comparison and Alternative Purchase Behavior Report

Sellers can check keyword performance through the Amazon Search Term Report.
              
The following is a detailed explanation of each noun in the search term report:

Search Term: The search term used by consumers can be a short-tail keyword or a long-tail keyword.

Search Frequency Rank: The search frequency ranking of keywords in a specific period. Although Amazon does not give specific search volume, it is still very helpful to understand the popularity of keywords.


#1 Clicked ASIN: The ASIN with the highest number of clicks based on search results during the selected time period.


#1 Product Title: Product name.


#1 Click Share: The percentage of clicks received by the product in the total number of clicks on the search term in the selected time. For example, if 1,000 customers searched for "laptop bag", each customer clicked on 3 products, the total number of clicks is 3,000, and product A in the search results received 500 clicks, then product A accounts for 16.67% of the total number of clicks on the search term.


#1 Conversion Share: The percentage of conversions that the product received out of the total conversions for the search term. For example, if the search term "laptop bag" has 1,000 sales and product A has 100 sales, then the conversion share of product A is 10%. Since the most clicks do not necessarily lead to the highest conversions, the product with the highest share of searches may not be the same product as the product with the highest share of conversions.


Brand Analytics’ Search Term is very helpful for researching keywords. You can find these keyword reports on the official website:
             

05

Product comparison report



The Item Comparison and Alternative Purchase Behavior reports provided by Brand Analytics can help sellers find competing products and study how to improve their own products.

Some explanations of terms in the report:
ASIN: Your product ASIN.

#1 Compared ASIN: Competitor’s ASIN.

#1 Compared %: The percentage of times that customers who viewed your product also viewed this product on the same day.

#1 Purchased ASIN: The other products that customers viewed your product but most commonly purchased.

#1 Purchased %: The percentage of customers who purchased other products.

With this data, you can review and analyze competitor products to understand why consumers choose their products over yours. If the alternative purchase is one of your other products, you can also learn which products are more popular with consumers.
 
The above are some applications of Amazon reports. Sellers, are you using them correctly?


Compiled by ✎ Mary/

Statement: When reprinting this article, the title and original text must not be modified, and the source and original link must be retained.



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