Amazon’s Business Reports are essential for understanding your sales performance, customer behavior, and overall business health on the platform. These reports provide detailed insights into your account’s activity, enabling data-driven decisions to optimize operations and boost profitability.
1. What Are Amazon Business Reports?
Amazon Business Reports are analytics tools available to sellers in Seller Central. These reports track key metrics, including sales performance, traffic, conversion rates, and buyer behavior. With detailed insights, sellers can make informed decisions about product listings, advertising strategies, pricing, and inventory management.
2. Accessing Business Reports
To access Amazon Business Reports:
- Log in to your Seller Central account.
- Navigate to the Reports tab in the main menu.
- Select Business Reports from the dropdown menu.
- Choose the type of report you want to view from the available options.
3. Types of Business Reports
Amazon Business Reports are divided into several categories to cover various aspects of your business:
- Sales and Traffic Reports:
- Tracks unit sales, page views, and conversion rates.
- Key metrics include Sessions, Units Ordered, and Buy Box Percentage.
- Detail Page Sales and Traffic by Parent Item:
- Breaks down traffic and sales data by parent ASIN.
- Useful for monitoring product families and their performance.
- Detail Page Sales and Traffic by Child Item:
- Focuses on individual product variations (e.g., color, size).
- Useful for analyzing the performance of specific SKUs.
- Performance Over Time:
- Tracks sales and traffic over selected timeframes.
- Helps identify trends and seasonality.
- Other ASIN Reports:
- Provide specific insights into orders, returns, and fulfillment metrics.
4. Key Metrics to Monitor
When analyzing reports, focus on these critical metrics:
- Sessions:
- Represents the number of visits to your product pages.
- Higher sessions indicate more visibility but may not translate directly to sales.
- Page Views:
- Counts the total number of views across all your product pages.
- Useful for assessing the popularity of listings.
- Unit Session Percentage (Conversion Rate):
- Percentage of sessions that resulted in a sale.
- A low rate may signal issues with pricing, images, or product descriptions.
- Buy Box Percentage:
- Tracks the percentage of time you own the Buy Box for a product.
- Crucial for driving sales, especially in competitive niches.
- Ordered Product Sales:
- Total revenue generated from orders.
- Refunds and Returns:
- Tracks product return rates and reasons, helping identify quality or listing issues.
5. Setting Up Custom Report Views
Customizing report views can streamline your analysis:
- Filters:
- Filter by date ranges, product categories, or specific ASINs to narrow down data.
- Columns:
- Add or remove columns to focus on relevant metrics.
- Save Custom Reports:
- Save frequently used filters and layouts for quick access.
6. Using Reports for Actionable Insights
The insights from Business Reports can inform various business strategies:
Optimize Product Listings
- If a product has high traffic (sessions) but low conversions, review its images, description, bullet points, and pricing.
- Consider adding A+ Content to enhance visual appeal and provide detailed information.
Adjust Pricing
- Use sales trends to identify when price adjustments can improve sales volume or profit margins.
- Monitor competitors’ prices to ensure you remain competitive.
Improve Advertising Campaigns
- Analyze the performance of ASINs featured in Sponsored Product ads.
- Use insights to allocate more budget to high-performing campaigns or adjust bids for underperforming ads.
Enhance Inventory Management
- Track sales trends to predict future demand and avoid overstocking or stockouts.
- Use “Units Ordered” data to align inventory with customer demand.
Target Seasonal Opportunities
- Review historical performance to identify peak sales periods.
- Use trends to prepare for seasonal promotions or inventory needs.
7. Regular Monitoring for Consistent Growth
Consistency in monitoring Business Reports allows you to:
- Detect changes in buyer behavior promptly.
- Evaluate the impact of promotional campaigns.
- Identify potential issues, such as a sudden drop in sessions or conversion rates.
Set a schedule to review reports weekly or monthly to stay informed and proactive.
8. Exporting and Integrating Reports
For deeper analysis or sharing data with your team, export reports:
- Select the desired report and date range.
- Click the Download or Export button.
- Choose a file format (e.g., CSV, Excel).
You can also integrate Amazon Business Reports with tools like Google Sheets, Excel, or business intelligence platforms for advanced analytics and visualization.
9. Tips for Effective Use of Business Reports
- Set Goals:
- Define key performance indicators (KPIs) to track, such as target conversion rates or sales growth percentages.
- Benchmark Performance:
- Compare your metrics to industry averages or past performance.
- Focus on High-Impact Metrics:
- Prioritize metrics like Unit Session Percentage and Buy Box Percentage for actionable improvements.
- Collaborate with Teams:
- Share insights with your marketing, sales, or operations teams for cohesive strategy development.
10. Tools to Complement Amazon Business Reports
While Business Reports are comprehensive, combining them with third-party tools can enhance your insights:
- Helium 10: Advanced analytics for product and keyword performance.
- Jungle Scout: Market research and sales forecasting.
- SellerApp: Tracks product performance and identifies optimization opportunities.
Conclusion
Amazon Business Reports are invaluable for understanding your business performance and identifying opportunities for growth. By accessing and analyzing these reports regularly, customizing views, and applying insights to areas like product optimization, advertising, and inventory management, you can stay competitive and make data-driven decisions to achieve long-term success.