Understanding your Amazon Business Reports

Amazon analytics business reports

Category: Metrics

Amazon provides business sellers with Business Reports for monitoring sales and tracking the growth of their business, these can be found under the Reports tab in your seller account. Within the reports section, you can find your Sales Dashboard with up to date sales data, your Business Reports, which offers reports ordered by date or by ASIN, and your Amazon Selling Coach, which offers recommendations for your business.

We take a look at some of the key metrics that you can find within your Amazon business reports, and how you can use them to increase sales and grow your business.

Sales dashboard

Your Amazon Sales Dashboard includes a 'Sales Snapshot', which displays your current day's sales. You can also compare sales between days, weeks or months, and see the comparison displayed in a graph. 'Sales by category' allows you to track either your top 5, 10 or 20 product categories. You can see the units sold, the percentage of units sold, ordered products sales (unit price multiplied by the number of units sold), and the percentage of total ordered product sales, by category.

Your sales dashboard can give you the most up-to-date information about your Amazon sales data and enables you to get a quick overview of which products are selling well.

Amazon Business Reports

The Business Reports offer a range of different reports arranged either by Date or by ASIN. Under the ‘by Date’ reports, you can also change it to display reports by SKU performance. The three main areas that these reports give Amazon sellers an insight into are:

  • traffic to your products
  • your conversion rate
  • and your Buy Box percentage

You can find this information in the ‘By Date: Sales and Traffic’ report.

Buy Box Percentage

What is it? The Buy Box appears on the right hand side when a shopper views a product page, and it displays what Amazon decides is the best deal for the customer. Sellers must meet performance-based requirements to be eligible to appear in the Buy Box, and if more than one eligible seller offers a certain product they will be competing for the Buy Box. The Buy Box percentage shows how often your product appeared in the Buy Box to customers.

How is it calculated? Any time your product was out of stock, or another buyer’s product was featured in the Buy Box will lower the percentage of page views that saw your product in the Buy Box.

How can you improve it? Having your listing displayed in the Buy Box makes it much more likely that a customer will order from you. Amazon determines your eligibility for the Buy Box not just on which seller is offering the lowest price, but also on your seller performance. You can increase your chances of being featured in the Buy Box by making sure your items are priced competitively, always in stock, you offer free shipping among a choice of shipping options for your products, and that you always offer excellent customer service.

Conversion: Order Item Session percentage

What is it? The number of times buyers viewed your product detail pages and then went on to place an order.

How is it calculated? Order item session percentage is worked out by dividing the number of orders of an item by the number of distinct sessions (visits to your Amazon product detail pages) for a certain time period.

How can you improve it? Items with a low order item session percentage are being viewed a lot of times but not purchased. This might be because your item is more expensive than other sellers, so you could try lowering the price, or you might need to add more information to your product description or encourage more buyers to leave reviews. You can also use the Order Item Session percentage to find out what your most successful products are, and you could try slowly raising their prices so you can increase your profits.

Gross Product Sales

What is it? This is the total of all your sales, including postage and packaging charges.

How is it calculated? Gross product sales is calculated by multiplying the price of your products plus shipping and gift wrap (where relevant) by the number of units sold.

Why is it important? It gives you a figure for the total amount of money that you make from your Amazon shop and it’s a good indicator of which direction your business is going.

Find out more about Amazon’s Business Reports here.

Tracking your Amazon sales

To keep track of your sales on Amazon and other ecommerce platforms such as eBay, Shopify or WooCommerce, you can use Zenstores Insights. It can also help you to identify the products, channels and customers driving your business’s growth.

Learn more about Zenstores Insights here

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