What are the Amazon Business Reports (aka Sales & Traffic Reports)
Are you an Amazon seller looking to gain deeper insights into your business performance? Look no further than Amazon's Sales & Traffic reports, also known as the Business Report. This powerful tool is a goldmine of data that can help you make informed decisions and optimize your selling strategy on the platform.The Business Report provides sellers with a comprehensive overview of their store's performance, offering valuable metrics that go beyond simple sales figures. From page views and conversion rates to detailed traffic sources, this report empowers sellers to understand customer behavior, identify trends, and pinpoint areas for improvement.In this article, we'll dive into the key metrics found in Amazon's Sales & Traffic reports and explore how you can leverage this data to boost your business. Whether you're a seasoned seller or just starting out, understanding and utilizing these metrics can give you a competitive edge in the ever-evolving Amazon marketplace.
Business Report Metrics Explained
Ordered Product Sales
Definition: This metric represents the total revenue generated from product sales over a selected period, calculated by multiplying the number of units sold by their price.
Utility for Sellers: Monitoring this metric helps in understanding sales trends, allowing for inventory adjustments and pricing strategies to meet market demands efficiently.
Units Ordered
Definition: A count of the total individual items ordered in a given period.
Utility for Sellers: This figure indicates the volume of sales, helping sellers to gauge product popularity and to manage inventory accordingly.
Total Order Items
Definition: The sum of all items ordered within a specific timeframe, considering that a single order can contain multiple items.
Utility for Sellers: By analyzing this alongside Units Ordered, sellers can identify whether customers prefer purchasing multiple items at once, informing bundle offerings or promotional strategies.
Average Sales per Order Item
Definition: The average revenue generated per ordered item, calculated by dividing Ordered Product Sales by Total Order Items.
Utility for Sellers: Understanding this average helps in assessing the value contribution of each order item, aiding in pricing and marketing decisions.
Average Units per Order Item
Definition: Reflects the average quantity of units within each order item.
Utility for Sellers: This metric can inform stock management and help identify opportunities for promoting bulk purchases.
Average Selling Price
Definition: The average price at which units are sold, determined by dividing Ordered Product Sales by Units Ordered.
Utility for Sellers: Knowing the average selling price aids in competitive pricing strategies and in understanding the market positioning of your products.
Sessions (Mobile App, Browser, Total)
Definitions: These metrics track the visibility and engagement of your product pages, split into mobile app views, browser views, and their aggregate totals.
Utility for Sellers: High sessions indicate good visibility. Sellers can use this data to optimize listings for better conversion and to understand the preferred shopping platform of their audience.
Page Views (Mobile App, Browser, Total)
Definitions: These metrics track the visibility and engagement of your product pages, split into mobile app views, browser views, and their aggregate totals.
Utility for Sellers: High page views indicate good visibility. Sellers can use this data to optimize listings for better conversion and to understand the preferred shopping platform of their audience.
Featured Offer (Buy Box) Percentage
Definition: The percentage of time your product was the featured offer on a product page.
Utility for Sellers: Winning the Buy Box is crucial for sales. This metric helps sellers understand how often they're the preferred choice, guiding pricing, availability, and fulfillment strategy improvements.
Order Item Session & Unit Session Percentage
Definitions: These conversion rates show how many sessions led to at least one item or unit purchase, respectively.
Utility for Sellers: Conversion rates help sellers assess the effectiveness of their product listings and marketing efforts, indicating areas for optimization.
Average Offer Count & Average Parent Items
Definitions: These metrics provide insights into the average number of offers and parent items listed for sale.
Utility for Sellers: Understanding the competitive landscape on Amazon, these metrics can guide sellers on diversification and positioning strategies.
Units Refunded and Refund Rate
Definitions: These figures represent the number of units refunded and the percentage of refunds relative to total units sold.
Utility for Sellers: High refund rates can indicate issues with product quality or customer satisfaction, signaling areas for improvement.
Feedback Received & Negative Feedback Rate
Definitions: Total and negative feedback metrics measure customer satisfaction and the rate of negative experiences.
Utility for Sellers: Feedback metrics are critical for reputation management, guiding customer service and product improvement efforts.
A-to-z Claims Granted & Claims Amount
Definitions: These metrics track the number and monetary amount of A-to-Z Guarantee Claims approved.
Utility for Sellers: Monitoring claims can highlight issues in fulfillment or product quality, necessitating operational adjustments.
Shipped Product Sales, Units Shipped, Orders Shipped
Definitions: These metrics focus on the fulfillment side, measuring the revenue, number of units, and orders shipped.
Utility for Sellers: Efficient shipping is key to customer satisfaction. These metrics help sellers optimize their fulfillment processes and strategies.
Conclusion: How to Leverage the Data from Business Reports
Amazon's Business Reports are a powerful resource for sellers, offering a wealth of data that can drive strategic decision-making and business growth. By regularly analyzing these reports, you can:
- Monitor key performance indicators (KPIs) to track your progress
- Optimize traffic by understanding where your customers come from
- Improve conversion rates by identifying what drives sales
- Adjust pricing strategies based on performance data
- Refine your product listings to enhance visibility and appeal
However, manually retrieving and analyzing this data can be time-consuming and complex. This is where 3fin comes in - our advanced SaaS analytics tool is designed specifically for Amazon sellers like you. 3fin automatically retrieves all business reports by ASIN on a daily basis, saving you valuable time and ensuring you always have the most up-to-date information at your fingertips.
With 3fin's powerful visualization dashboards, you can easily interpret your data and identify actionable insights. Our tool transforms raw data into clear, intuitive visuals that highlight trends, patterns, and opportunities you might otherwise miss. This allows you to make data-driven decisions quickly and confidently, staying ahead of the competition in the fast-paced Amazon marketplace.
By leveraging the comprehensive data from Amazon's Business Reports through 3fin's streamlined analytics platform, you're not just tracking your business - you're empowering it to reach new heights of success. Start using 3fin today and turn your Amazon data into your biggest competitive advantage.
