Ultimate Guide on Amazon Business Report In 2022

Following your data is one of the most important things while running a store on Amazon because it helps you learn from your mistakes and improve your business. Therefore, it is very essential to keep tracking your data through the Amazon Business Report on Seller Central. 

However, it can be very difficult to analyze and utilize your report and discover the critical points due to the vast amount of data. 

In this article, you will learn about Amazon Business Reports and how you can benefit from them to grow your business effectively.

What are the Amazon Business reports?

Amazon Business Reports are the reports giving you data to help you track how your business is performing. 

There is a lot of data present in the reports, and not all of them are helpful. For this reason, you should be aware of a few critical reports and focus mainly on them. 

Also, only a few of the Seller Central reports are available to all sellers, while some are only available to FBA sellers and others are only available to brand-registered sellers.

Where can you find them?

The Business reports within your Seller Central account can be found under the main tab > Reports section. Also, the business reports for Amazon FBA sellers can be seen under the Reports page. There are also sales and tax reports available. These reports can provide long-term insights to help you expand your marketing and sales efforts.

Why you should use Business reports

Amazon Business reports reveal how your customers engage with your products and how frequently they purchase them. You can also learn how much a consumer orders in a single transaction. All this information is really useful in expanding your Amazon company. 

Amazon Business Reports for MFN (Merchant Fulfilled Network) Sellers

Logging into Seller Central and selecting the Reports tab will show you your Amazon business reports if you fulfill your own orders. For MFN vendors, this generates a number of business reports. It also provides access to payment and tax reports via connections.

Along with the Sales Dashboard and the Amazon Selling Coach, reports are shown in the same area. The first one uses tables and graphs to illustrate sales statistics. The latter displays a list of options. This includes suggestions on pricing and inventory.

MFN sellers’ business reports are divided into three categories: by date, by ASIN, and everything else. Each group has three reports, as shown below. Furthermore, the Detail Page Sales & Traffic report may be seen by data and ASIN.

Amazon Business Reports for FBA Sellers

FBA sellers who sell at least one product through Fulfillment by Amazon can see business reports. They’re not sorted into tidy small sections and dashboards like MFN business reports. However, there are five primary types: Customer Concessions Reports, Removal Reports, Sales Reports, Payment reports, and Inventory Reports.

See Also: The Basic 4 Challenges of Multi-Marketplace Selling

Amazon Business Reports for Registered Brands

Other statistics, tools, and dashboards are available to Amazon sellers. For example, the Voice of the Customer dashboard indicates problematic items and allows sellers to remedy them.

Brand Analytics is a product built for vendors and available to sellers that utilize Amazon Brand Services, such as Private Label sellers. It includes an Amazon Search Term Report that includes data on:

• Search Frequency Rank – the popularity of a search phrase in comparison to other terms used at the time.

• Click Share is the percentage of total clicks that go to certain items.

• Conversion Share – the percentage of orders placed for specific goods vs. all orders placed once a search phrase is used.

The Consumer Behavior Dashboard is also included. This offers valuable and very detailed buyer data. It’s separated into brackets and divided into three categories:

• Amazon Search Terms — the most popular listings and keywords on Amazon.

• Item Comparison – a list of the top five competitors.

• Buyer demographics are shown below, including age, income, education, and marital status.

Amazon Business Reports Types

There are three different sorts of business reports available on Amazon.

1- Sales Dashboard

It provides you with a rapid overview of your orders and sales. These reports also include a handful of trend graphs that may be used to compare data from the previous day, week, or year. The easiest approach to discover your previous sales, units sold, and average order value is to look at this report.

2- Sales & Traffic 

This report displays an average sales data level over a specified period, such as monthly, weekly, or daily.

3- Detail Page Sales and Traffic by ASIN

This report includes ASIN statistics for both parents and child-level ASINs. At the product level, you get a complete performance report. You may obtain granular level data for product reporting for a defined date period.

You should track some metrics such as ordered units, total sales, page views, traffic, conversion rate, and Buy Box rate while you are looking at Business reports.

Units Orders

It displays the total amount of items ordered by your consumers. This statistic may be used to track the peaks and troughs in your unit orders.

The number of units sold directly impacts your product’s Amazon ranking. You rank higher in Amazon’s search results if you sell more units. As a result, you must monitor this statistic and determine whether the volume of units bought is performing properly.

Total Sales

It is calculated by multiplying the item’s price by the total number of units ordered. You can get the overall sales figure. Gross product sales are the total of your product sales plus other expenditures like shipping, gift wrapping, etc. In other words, it is the price the consumer paid for receiving the product, not just the product’s price.

Using this metric, you can track total product sales with and without additional costs. As a result, you will be given both net and gross sales statistics to comprehend. This allows you to measure your profits accurately.

As an Amazon seller, you’re probably aware that one of the most important elements impacting your product ranking is income. To gain a comprehensive image of your Amazon company’s success, correlate your total sales with units sold, page views, and sessions.

Page Views

Page views display the number of visitors to your Amazon store. Each page of your store is evaluated independently by Amazon. As a result, if a customer visits more than one page, it will be counted as a separate page view.

Follow the number of page visits and determine if they are growing or decreasing. Then, if there is any matter, make the appropriate changes.

If your page views are low, it simply implies that your products aren’t being seen by the public. As a result, you must investigate why you are unable to acquire views. First, check to see if you’ve won the Buy Box. Also, check to see if your product names contain relevant high-volume keywords and imagery. In general, greater traffic equates to higher conversions, which leads to higher rankings. So be sure to pay attention to this measure.

Traffic

This measure merely indicates the amount of traffic that has been logged. You may have come across this measure if you have a rudimentary grasp of SEO or website analytics.

 A traffic session is a collection of user interactions that occur over a period of time. The same may be said about Amazon. One session is defined as when a consumer accesses your Amazon shop, views various pages, and interacts with different pages. However, after a certain amount of inactivity, the session will terminate.

In general, page views would outnumber traffic (session). If they are equal, it indicates that the items do not pique your customers’ attention. It indicates that they were looking at a single product and then exited the store.

If this occurs, and few people are interested in your items, it’s essential to assess the causes. In this instance, you shouldn’t expect a high conversion rate. 

Conversion Rate

This measure compares the number of orders placed with the number of unique sessions visitors to your shop had.

If you detect a decrease in your order session rate, or if your order session rate is lower than the category average, you must act quickly to resolve the problem. There’s a good probability your product’s ranking is poor. You’ll need to discover the proper keywords for your listing most of the time.

Use a keyword tool to uncover possible keywords for your listing. Not sure what keywords to use? Discover which keywords your rivals are ranking for. Target them in your listings and advertising efforts to boost your ranking and sales.

Returning to the order session percentage, analyzing the data will reveal which goods are the most and least successful. 

On Amazon, a respectable conversion rate might range from 10% to 15%. As a result, you should strive for a conversion rate of 10% on average. These figures, however, may change significantly depending on the sector in which you sell.

Buy Box Percentage

The Buy Box percentage indicates how frequently customers viewed your goods in the Buy Box.

If your Buy Box percentage is high, it indicates you often win the Buy Box. This is a positive indicator that boosts your sales and rankings. Your sales and page views will be impacted if your product is out of stock or loses the Buy Box to another seller.

Check whether the product is out of stock or if you lost the Buy Box to a competitor if the Buy Box percentage is low. Price, customer service, delivery, and other variables might potentially impact your chances of winning the Buy Box. To retain the Buy Box, make sure you’re optimizing and developing them.

What else should you know about Amazon Business Reports?

Amazon Business reports include essential statistics and information that can assist you in growing your company. 

Eva also provides business reports for Amazon sellers who want to expand their customer base. It is very important to have a deep understanding of your Amazon business with day-to-day insights in order to achieve sustainable growth. Eva helps you track your business’s data in detail so you can make informed decisions.

See Also: How to Use Amazon Analytics to Grow Your Business

Conclusion

When it comes to Amazon Business Reports, there is no such thing as a “one size fits all” solution because each Amazon seller has unique requirements. Of course, you are free to use additional metrics in your reports; nevertheless, the most important duty is to examine the information in the Sales and Traffic Reports discussed here.

Remember that any data or analytics you collect will only benefit your Amazon company if you use them to edit and test your product listings to see what performs best. It’s not an exact science to increase traffic to your items, engage consumers, and convert a high percentage of them.

On the other hand, the metrics supplied in Amazon Business Reports are useful information that you can utilize to grow your business and increase sales.

Robert Runyon

Robert Runyon is the Director of Growth at Eva, a global tech company & Amazon services provider for growing 7/8-figure eCommerce brands. Robert has a background in B2B marketing, Amazon & 3rd party logistics, and runs the day-to-day marketing operations at Eva. He manages the marketing campaigns, publishes weekly podcast episodes & attends trade shows across the world taking pictures with thousands of people.