Amazon's Reports That Come Very Handy For Sellers
Amazon provides various reports to help sellers and advertisers track the performance of their campaigns on the platform. Keep in mind that Amazon's features and offerings may have evolved since then. Here are some common types of advertising reports that Amazon has provided in the past:
Sales Report:
This report offers insights into your sales performance, order details, and financial transactions.
Inventory Report:
These reports help sellers manage their inventory efficiently and keep track of stock levels.
Keyword Report:
Provides insights into the performance of individual keywords in your campaigns. You can see metrics such as clicks, impressions, and conversions for each keyword.
Campaign Performance Report:
Gives an overview of the overall performance of your advertising campaigns. It includes key metrics like spend, sales, and click-through rates for each campaign.
Advertising Reports:
Sponsored Products Report: Provides insights into the performance of your sponsored product campaigns, including clicks, impressions, and sales.
Return Reports:
Refund and Adjustment Report: Summarizes refund and adjustment activity for your orders.
Here's a general overview of what the Amazon Sales Report typically provides:
Order Report:
This report provides details about individual orders, including order date, buyer information, items purchased, order status, and shipping information.
Sales Summary Report:
Offers a summary of your sales data, including total sales, fees, and refunds. This report can give you an overview of your financial performance within a specific time frame.
Transaction View:
Shows detailed financial transactions, including fees, refunds, and other financial activities. It provides a comprehensive view of your account's financial history.
Financial Statements:
Monthly financial statements provide a breakdown of your sales, fees, and other financial details. These statements are useful for accounting and financial planning.
Sales and Traffic Reports:
Provides insights into your sales performance and traffic sources. You can analyze data such as page views, sessions, conversion rates, and sales over time.
Settlement Reports:
Settlement reports provide information about payments made to your account. They include details on disbursements, fees, and other financial transactions related to your sales.
To access these reports:
Log in to your Amazon Seller Central account.
Navigate to the "Reports" section.
Explore the different report categories to find the specific sales reports you need.
Here are key aspects of the Amazon Inventory Report:
Inventory Health Report:
Provides an overview of your inventory health, highlighting any issues that may require attention. This includes information on stranded inventory, overstocked items, and potential restocking issues.
Manage Excess Inventory Report:
Offers information on excess inventory that may be subject to additional fees. This report helps sellers identify and manage surplus stock.
Inventory Performance Index (IPI) Report:
Displays your IPI score, which is a measure of your inventory management efficiency. The IPI score is based on factors such as excess inventory, sell-through rate, and stranded inventory.
Received Inventory Report:
Provides details on inventory that has been received at Amazon fulfillment centers. This report helps sellers track the status of their shipments.
Inventory Event Detail Report:
Offers information on specific events related to your inventory, such as when items are received, when they become available for sale, and when they are removed.
Monthly Storage Fee Report:
Displays information on storage fees for your inventory. This report breaks down the fees based on the volume and duration of your stored items.
To access these reports:
Log in to your Amazon Seller Central account.
Navigate to the "Reports" section.
Explore the different report categories to find the specific inventory reports you need.
Here are key aspects of the Amazon Keyword Report:
Keyword Performance Metrics:
The report typically includes metrics such as impressions, clicks, click-through rate (CTR), spend, sales, and conversion rate for each keyword. This information is crucial for evaluating the effectiveness of your chosen keywords.
Match Type Information:
The report may show the performance of keywords based on different match types, including broad match, phrase match, and exact match. This insight helps you understand how well each match type is performing for your products.
Bid Adjustment Opportunities:
By analyzing the Keyword Report, you can identify keywords that are performing well or underperforming. This information is valuable for adjusting your bid strategy. For high-performing keywords, you might consider increasing bids, while for underperforming keywords, you may choose to lower bids or exclude them.
Keyword Optimization:
The report allows you to optimize your keyword strategy by identifying new keywords that customers are using to find products similar to yours. This information can be used to expand your keyword list and improve targeting.
Negative Keywords:
Similar to the Search Term Report, the Keyword Report helps you identify irrelevant or underperforming keywords that may need to be added as negative keywords to improve targeting and efficiency.
To access the Keyword Report:
Log in to your Amazon Seller Central Account.
Navigate to the "Reports" section.
Look for the "Keyword Report" or a similar option depending on the platform's interface at the time.
Here are typical components and features of the Amazon Campaign Performance Report:
Performance Metrics:
The report includes essential metrics such as impressions, clicks, click-through rate (CTR), spend, sales, and conversion rate for each of your advertising campaigns.
Campaign Breakdown:
It provides a breakdown of performance metrics at the campaign level, allowing advertisers to compare the effectiveness of different campaigns in achieving their objectives.
Date Range Selection:
Advertisers can typically choose a specific date range for the report, enabling them to analyze performance trends over specific time periods.
Cost Metrics:
In addition to spend, the report may provide insights into the average cost per click (CPC) and other cost-related metrics.
Placement Data:
The report may include information on where your ads are being displayed, such as on top of search results, on product pages, or elsewhere. This helps in optimizing bidding strategies based on ad placement performance.
Attribution Models:
Some reports may offer attribution models, helping advertisers understand the customer's journey and how different touchpoints contribute to conversions.
Targeting Information:
Depending on the type of campaigns you run, the report may provide data on targeting methods, including keywords, ASINs, or product targeting.
To access the Campaign Performance Report:
Log in to your Amazon Seller Central Account.
Navigate to the "Reports" section.
Look for the "Campaign Performance Report" or a similar option depending on the platform's interface at the time.
Here are key aspects of the Amazon Listing Report:
ASIN Performance Metrics:
The report typically includes performance metrics for each ASIN, such as impressions, clicks, click-through rate (CTR), spend, sales, and conversion rate. This allows advertisers to evaluate the effectiveness of advertising specific products.
Product Targeting Data:
Advertisers can use the ASIN Report to analyze the performance of their product targeting campaigns, which involve targeting specific ASINs with their ads.
Bid Optimization:
The report helps advertisers identify high-performing ASINs and optimize their bidding strategy accordingly. For example, you might increase bids for ASINs that generate significant sales or adjust bids for products with varying performance.
Product-Level Insights:
By examining the ASIN Report, advertisers can gain insights into which specific products are driving the most traffic and conversions. This information is valuable for refining product targeting and overall campaign strategy.
To access the ASIN Report:
Log in to your Amazon Seller Central Account.
Navigate to the "Reports" section.
Look for the "Listing Report" or a similar option depending on the platform's interface at the time.
Here are key aspects of Amazon's Advertising Reports:
Search Term Report:
Provides insights into the search terms that customers used before clicking on your ads. It helps you understand which keywords are driving traffic and conversions.
Keyword Report:
Offers data on the performance of individual keywords in your campaigns. You can see metrics such as clicks, impressions, and conversions for each keyword.
Campaign Performance Report:
Provides an overview of the overall performance of your advertising campaigns. It includes key metrics like spend, sales, and click-through rates for each campaign.
Placement Report:
Details where your ads are being displayed, such as on top of search results, on product pages, or elsewhere. This report helps you optimize your bidding strategy based on ad placement performance.
ASIN (Amazon Standard Identification Number) Report:
Shows how individual ASINs are performing in your campaigns. This report is useful for those running product targeting campaigns.
Attribution Reports:
Helps advertisers understand the customer's journey and how different touchpoints contribute to conversions. Attribution models may include first click, last click, and others.
Hourly and Dayparting Report:
Allows advertisers to analyze performance data at different times of the day. It can be useful for optimizing ad scheduling.
Demographics Report:
Provides insights into the demographics of customers who interact with your ads, including age and gender information.
Custom Date Range Reports:
Allows you to choose specific date ranges for your reports, enabling you to analyze performance over specific time periods.
To access these reports:
Log in to your Amazon Advertising account.
Navigate to the "Reports" section.
Select the specific report type or category you are interested in.
Here are key aspects of Amazon's Return Reports:
Returns Report:
Offers insights into customer returns, including information about returned items, return reasons, and the status of returned products.
Return Dissatisfaction Report:
Provides information about customer feedback related to returns, helping you identify and address any issues that may lead to dissatisfaction.
To access these reports:
Log in to your Amazon Seller Central account.
Navigate to the "Reports" section.
Explore the different report categories to find the specific refund-related reports you need.
Conclusion:
Amazon Seller Central provides a variety of reports to help sellers manage their businesses effectively. These reports cover different aspects of your selling activities, including sales, inventory, advertising, and customer interactions. These reports are crucial for making data-driven decisions, optimizing your operations, and maximizing your success as an Amazon seller. Always refer to the latest Seller Central documentation or contact Amazon Seller Support for the most accurate and current information, as features and interfaces may evolve over time.