𝐀𝐌𝐀𝐙𝐎𝐍 𝐁𝐔𝐒𝐈𝐍𝐄𝐒𝐒 𝐑𝐄𝐏𝐎𝐑𝐓𝐒

Amazon Business Reports provide sellers with valuable data to influence their advertising strategy.

Usually, products with low views but a high conversion rate are a great prospect for PPC advertising.
You can drive additional traffic to product detail pages which you know convert, maximizing the
return on your advertising spend.

Here’s how you can use Amazon Seller Central reports to find which products are not being seen
very often, but are selling well when people do find them.

First, go to Business Reports, under the main Reports tab in Seller Central.

Business Reports cover sales and traffic data from a number of different angles, but they
only show products you have sold – not your entire inventory.

We need to drill down into individual products, and the best reports for doing that are the
“By ASIN” reports.
 𝐒𝐞𝐥𝐞𝐜𝐭𝐢𝐧𝐠 𝐓𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 “𝐁𝐲 𝐀𝐒𝐈𝐍” 𝐑𝐞𝐩𝐨𝐫𝐭

There are three reports to choose from here, and you need to select the right one depending on
how your product inventory is structured. Here’s an overview.

1. 𝐃𝐞𝐭𝐚𝐢𝐥 𝐏𝐚𝐠𝐞 𝐒𝐚𝐥𝐞𝐬 𝐚𝐧𝐝 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 – This is the most helpful report as everything is
shown by product ASIN.
2. 𝐃𝐞𝐭𝐚𝐢𝐥 𝐏𝐚𝐠𝐞 𝐒𝐚𝐥𝐞𝐬 𝐚𝐧𝐝 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 𝐛𝐲 𝐏𝐚𝐫𝐞𝐧𝐭 𝐈𝐭𝐞𝐦 –if your business has a lot of
variations which are essentially the same product, such as different sizes, this report helps
you focus on the product as a whole.
3. 𝐃𝐞𝐭𝐚𝐢𝐥 𝐏𝐚𝐠𝐞 𝐒𝐚𝐥𝐞𝐬 𝐚𝐧𝐝 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 𝐛𝐲 𝐂𝐡𝐢𝐥𝐝 𝐈𝐭𝐞𝐦 – if it makes more sense to look at
child variations separately, this report will be a better fit for you.

 𝐌𝐞𝐭𝐫𝐢𝐜𝐬 𝐔𝐬𝐞𝐝 𝐢𝐧 𝐭𝐡𝐞 “𝐁𝐲 𝐀𝐒𝐈𝐍” 𝐑𝐞𝐩𝐨𝐫𝐭𝐬

Before we get into how to find the best products to promote with Amazon PPC, there are a few
standard metrics to understand.

It’s really important to understand what everything means so you are able to interpret the data
correctly.

 𝐒𝐞𝐬𝐬𝐢𝐨𝐧𝐬 –The number of customers who visited this ASIN detail page within the date
range you have set.
 𝐒𝐞𝐬𝐬𝐢𝐨𝐧 𝐏𝐞𝐫𝐜𝐞𝐧𝐭𝐚𝐠𝐞 –This is one of the most important metrics, showing what
percentage of customers who visited the ASIN detail page went on to buy the product from
you. A low session percentage typically indicates a product where you are not acquiring the
Buy Box or the listing information is poor.
 𝐏𝐚𝐠𝐞 𝐕𝐢𝐞𝐰𝐬/𝐏𝐚𝐠𝐞 𝐕𝐢𝐞𝐰𝐬 𝐏𝐞𝐫𝐜𝐞𝐧𝐭𝐚𝐠𝐞 –Sometimes customers will view a
product page more than once and these metrics will reflect that. The Session Percentage is
generally more useful.
 𝐁𝐮𝐲 𝐁𝐨𝐱 𝐏𝐞𝐫𝐜𝐞𝐧𝐭𝐚𝐠𝐞 –How much of the time your product was in the Buy Box over
the period.
 𝐔𝐧𝐢𝐭𝐬 𝐎𝐫𝐝𝐞𝐫𝐞𝐝 – The number of units ordered for this product, just for your selling
account and not the entire ASIN (if you share the Buy Box with other sellers).
 𝐔𝐧𝐢𝐭 𝐒𝐞𝐬𝐬𝐢𝐨𝐧 𝐏𝐞𝐫𝐜𝐞𝐧𝐭𝐚𝐠𝐞 –Amazon’s wording for “conversion rate”. This is one
of the most crucial metrics in this report, showing how many sessions convert to customers.
 𝐓𝐨𝐭𝐚𝐥 𝐎𝐫𝐝𝐞𝐫 𝐈𝐭𝐞𝐦𝐬 – The number of orders placed for this item. If any customers
ordered more than one unit, then this will be lower than the Units Ordered.
 𝐒𝐞𝐥𝐞𝐜𝐭𝐢𝐧𝐠 “𝐁𝐲 𝐃𝐚𝐭𝐞” 𝐑𝐞𝐩𝐨𝐫𝐭𝐬
The big difference with the “By Date” group of reports is that you can create interactive graphs using
any of the columns. The date stays on the X axis while the columns you add are charted on the Y
axis.

Here’s an overview of the “By Date” Business Reports.

1. 𝐒𝐚𝐥𝐞𝐬 𝐚𝐧𝐝 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 –This is an overview of sales statistics such as total product sales and the
total number of units sold. It is ordered by date, which you can set to anything from seven
days to two years.

2. 𝐃𝐞𝐭𝐚𝐢𝐥 𝐏𝐚𝐠𝐞 𝐒𝐚𝐥𝐞𝐬 𝐚𝐧𝐝 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 – This report looks very similar to the Sales and Traffic
report, but gives access to more product-driven metrics such as conversion rate, Buy Box
percentage etc.

3. 𝐒𝐞𝐥𝐥𝐞𝐫 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 –This report provides some helpful breakdowns such as refund rates,
feedback, A-Z claims etc. Any drastic changes found here should be analyzed to prevent
action being taken by Amazon.

The “By Date” reports are useful for providing an overall view of your Amazon sales, and that is
valuable, but they do not get into the product-level nuts and bolts of your Amazon seller account.
For that, the “By ASIN” reports described above are much more useful.
 𝐌𝐞𝐭𝐫𝐢𝐜𝐬 𝐔𝐬𝐞𝐝 𝐢𝐧 𝐭𝐡𝐞 𝐀𝐦𝐚𝐳𝐨𝐧 𝐒𝐞𝐚𝐫𝐜𝐡 𝐓𝐞𝐫𝐦𝐬 𝐑𝐞𝐩𝐨𝐫𝐭

The Amazon Search Terms report is not as powerful as some third-party tools such as Jungle
Scout or Helium 10, but it gives key information on many search terms. It shows the top three
products, with their share of clicks and conversions.

The data available in the Amazon Search Terms report is different to the Business
Reports covered above, and even the terminology used differs.

Here’s a summary:

 𝐃𝐞𝐩𝐚𝐫𝐭𝐦𝐞𝐧𝐭 –Which Amazon marketplace country this search term is from.

 𝐒𝐞𝐚𝐫𝐜𝐡 𝐓𝐞𝐫𝐦 –The search keywords entered by the customer.
 𝐒𝐞𝐚𝐫𝐜𝐡 𝐅𝐫𝐞𝐪𝐮𝐞𝐧𝐜𝐲 𝐑𝐚𝐧𝐤 –How popular this search term is. A rank of one indicates the
most popular search term, which is usually much more competitive than lower-ranked
terms.
 #𝟏 𝐂𝐥𝐢𝐜𝐤𝐞𝐝 𝐀𝐒𝐈𝐍 –The most clicked product for this search term.
 #𝟏 𝐂𝐥𝐢𝐜𝐤 𝐒𝐡𝐚𝐫𝐞 – The percentage of search clicks that this product (the #1 Clicked ASIN)
received compared to all products for this search term.
 #𝟏 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐒𝐡𝐚𝐫𝐞 – The percentage of customers who purchased this product
compared to all products purchased after entering this search term.

𝐁𝐞𝐧𝐞𝐟𝐢𝐭𝐬 𝐎𝐟 𝐀𝐦𝐚𝐳𝐨𝐧 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐑𝐞𝐩𝐨𝐫𝐭𝐬

Amazon Business Reports aim to provide you with valuable data that you can then use to perfect
your marketing and advertising strategy. These reports can provide you with a wealth of insightful
statistics, alongside some pretty confusing information, so you must concentrate on analyzing only
the data that will help you become a more successful Amazon seller.