This article covers the 5 most important report types for Amazon sellers. Amazon provides many different reports across a wide variety of business aspects. Given the amount of reporting that is available it can be challenging to identify which information is important to your business. By prioritizing key performance metrics and analyzing historical data, insights can be made that identify issues and opportunities for doubling down on what is working. Goat Consulting builds out managerial strategy reports for our clients in order to track Amazon KPIs and report to our clients the important metrics to reach our clients desired goals. Here are sample reports we provide built upon Google Data Studio with Amazon seller data:
Goat Consulting Sample Seller Central Managerial Strategy Report
Goat Consulting Sample Vendor Central Managerial Strategy Report
The 5 most important reports types for Amazon sellers we will be reviewing include categories of reporting around sales, Amazon Ads, fulfillment/inventory management, brand and payment reporting.
Amazon Sales and Traffic Reporting
Understanding sales and traffic of your product pages on Amazon can help you identify which product listings are contributing to the overall sales and identify opportunities for improvement where Click Through Rates or Conversion Rates are low.
Child ASIN Report - The Child ASIN Report provides a detailed sales and traffic summary. This report is good for determining preference and traffic within variations.
Parent ASIN Report - The Parent ASIN report provides a sum of sales and traffic for all child ASINs within a variation group. The report is useful for tracking the total traffic and sales a variation group is receiving.
Payments Date Range Report - The payment date range report is helpful for understanding the unit economics including the revenue and expense information at an ASIN level.
Amazon Seller Central Sales
Amazon Ad Reporting
Amazon Ads is a great tool for driving traffic to Amazon listings and getting in front of customers. Understanding advertising reporting can help make your advertising more efficient and signal new opportunities for expanding your brands visibility on Amazon.com.
Search Term Report - The search term report tells you what exact customer searches your ads were served on. Based on your submitted match settings in Amazon Advertising, your targeted keywords may be different from the searches that the ads are served on. 1) It can help make existing advertising more efficient by identifying negative keyword targeting opportunities 2) It can identify new keywords to target through advertising and generate new advertising strategies. The report can also help you understand how Amazon views your product through how it targets automatic advertising you have enabled.
Advertised Product Report - Great for identifying which advertised SKUs have the highest CTR and Purchase Conversion Rate. This can help you refine your advertising and serve more ads for products likely to generate sales. For products with low CTR and Purchase Conversion Rate, it signals an opportunity for merchandising improvement (product listing content, images, brand content etc.)
Placement Report - This report details where your ads are being served on Amazon.com (Product pages on Amazon, Rest of search on Amazon, First page Top of Search on Amazon). If your advertising campaigns have been underperforming and are receiving less traffic and driving fewer sales then you’d like this report's information is useful. Depending on your product and brand, different placements on Amazon may be more or less effective. This report can help inform action on CPC adjustment and if First Page Bid Up % submission is needed for page 1 visibility.
Goat Consulting Amazon Advertising Campaign Reporting Example
Fulfillment/Inventory Management Reporting
Your customers’ experience on Amazon is directly impacted by how you manage your inventory. Understanding fulfillment and inventory reporting helps flag products that are at risk of going out of stock. There are also opportunities for cost savings for your business through more efficient inventory management.
Fee Preview Report - Great for sellers using FBA fulfillment, this report forecasts FBA Fees for your products. Since FBA Fee’s change regularly this is a useful report having an up-to-date understanding of the FBA costs for your business. This report is also useful for flagging SKUs that have inaccurate weights or dimensions attributed to them. If these inaccuracies are corrected, they can result in cost savings for your business.
Restock Inventory Report - Provides recommendations for restock based on the product’s historic sell-through rate. This report becomes more accurate the longer the product has been sold through FBA. Stocking recommendations for new products may not be well informed because there is no historic data to forecast from.
Inventory Age Report - Inventory Age Report - Long Terms Storage Fee’s are an FBA cost that can be avoided with the use of the inventory age report. This report as it’s name states details the age of specific units. This can identify aging inventory that may soon incur long-term storage fees. Once the potential fee is identified, sellers can increase the sell-through rate with promotional pricing or can liquidate, remove or dispose of the inventory to avoid the Long Term Storage Fee.
Manage FBA Inventory Report - This report provides a snapshot of FBA inventory levels including an indication of how many units are fulfillable, unsellable or reserved. It provides a useful picture of your current stock situation.
Brand Reporting
Brand Analytics reporting provides unique data that is not available in other categories of reporting like cart add information and customer repurchase rate. It also is an excellent source of reporting for brands or sellers that do not directly offer their products. Sales and Traffic data available in the Search Analytics dashboard is pulled in based on Brand Attribute and an active offer is not needed to make the information available. This sales and traffic reporting access is unique and impactful for brands monitoring the sales of 3rd party sellers. Brand Registration is required for access to this reporting.
Repeat Purchase Behavior Report - This report provides information on how consumers are repurchasing your products over time. This information can be useful for directing advertising strategy and identifying opportunities for subscribe and save price discounts.
Search Query and Search Catalog Performance Report - These report on the traditional marketing funnel (awareness, consideration, and conversion) through both SKU and Search Perspectives. The reported data is available based on the brand attribute which makes this report useful for monitoring the performance of products that you do not directly offer.
Payments Reporting
Tracking the payments your account is receiving for your sales on Amazon.com is important in informing pricing and promotional strategy and gaining a better understanding of your margins.
Payments Date Range Report - This report is useful for both sales reporting and payment reporting. This report breaks down the revenue and costs associated with each order. The information helps sellers get a better understanding of their margin on Amazon.
Statement View - The statement view is useful for learning how Amazon’s payment periods work overtime. It also gives you an idea of what level of Account Level Reserve to expect and how much refund expenses are impacting your bottom line.
Let Goat Consulting Help You Better Understand Your Amazon Business
Creating a strategy based on data provided by Amazon is important for your success in selling on Amazon. Goat Consulting helps you gain a clear understanding of your business by providing custom monthly reporting that pulls the metrics that are important to your business based on your goals. Whether your sell on Seller Central, Vendor Central, or want to monitor 3rd party sales of your brand, we can create a managerial strategy report that works best for you.
If you have questions about Amazon Reporting or how to better understand your business on Amazon reach out to Goat Consulting using the link below to start a conversation.