Gain deeper insights into your Amazon business by understanding the key reports and metrics that can drive growth and improve your profitability.
Jens Vittrup
As your Amazon business grows, data becomes your most valuable asset. Amazon provides sellers with a true treasure trove of reports and analytics – but many sellers struggle to understand which metrics really matter and how to use them. Successful Amazon selling requires you to look beyond basic sales numbers to understand customer behaviour, marketing effectiveness and operational efficiency.
With the right approach to Amazon analytics, you can identify growth opportunities, optimise your ads and make informed decisions about inventory. Let’s explore the most important reports and metrics available to Amazon sellers, and how you can leverage them for business growth.
Amazon offers a wide range of reports through Seller Central, providing insights into various aspects of your business. Understanding these reports is crucial to making informed decisions about your Amazon strategy. Here are the primary report categories that every Amazon seller should be familiar with:
Business reports provide a comprehensive overview of your overall performance on Amazon. These reports show traffic to your listings, conversion rates and sales data broken down by ASIN.
When analysing Amazon business reports, pay attention to metrics such as units ordered, page views and Buy Box percentage. These insights help you identify which products need optimisation and which are performing well. You can access business reports directly from the Reports section in Amazon Seller Central.
Payment reports provide detailed information about your Amazon account balance, including all financial transactions. These reports break down your revenue, Amazon fees, refunds and other adjustments that affect your available balance.
Understanding your Amazon account balance and the different types of transactions is essential for financial planning. The reports show when you will receive payments and help you reconcile sales against fees. This transparency is important to calculate true profitability beyond just gross sales.
Inventory reports display your current stock levels, including units available for sale, reserved inventory and incoming shipments. These reports are crucial for preventing stockouts and for managing your Amazon FBA inventory efficiently.
Regularly analysing inventory reports helps you make data-driven decisions on when to reorder products and how much stock to keep. This prevents both overstocking (which increases storage costs) and stockouts (which hurt sales and search rankings).
For sellers using Amazon PPC campaigns, advertising reports provide detailed metrics on campaign performance. These Amazon advertising reports display impressions, clicks, spend and sales attributed to your ads.
The data in these reports enables you to calculate key figures such as Advertising Cost of Sale (ACoS), Cost Per Click (CPC) and Return on Ad Spend (ROAS). By using these metrics, you can optimise your campaigns for better profitability and reach.
While Amazon provides dozens of metrics, some are more important than others for measuring the health of your business. Here are the essential Amazon metrics that successful sellers monitor regularly:
Amazon AOV shows the typical amount customers spend per transaction. This metric is calculated by dividing your total revenue by the number of orders in a given period. In Danish, this is also known as amazon gennemsnitlig ordrestørrelse.
Amazon AOV is especially important when evaluating your marketing efforts. A higher Amazon AOV means you get more revenue from each customer acquisition, which improves your overall profitability. Strategic product bundling and cross-selling can help increase your average order size over time.
Tracking your amazon daily revenue gives you a real-time picture of sales performance and helps you identify trends or issues quickly. Daily revenue fluctuations can reveal:
Many successful sellers compare daily revenue year-over-year rather than just month-to-month to account for seasonal fluctuations in their analysis.
For Amazon sellers running ad campaigns, understanding amazon cost per new customer is crucial. This metric shows how much you spend on advertising to acquire each new customer.
When analysing your customer acquisition costs, compare them to your average order value and customer lifetime value. If your acquisition costs exceed your profit margin, your Amazon marketing strategy needs adjustment. You can improve this metric by optimising your Amazon PPC campaigns and boosting organic ranking through Amazon SEO.
Your listing’s conversion rate shows the percentage of visitors who make a purchase after viewing your product. This metric powerfully indicates how well your listing convinces browsers to become buyers.
A low conversion rate may indicate issues with:
Most successful Amazon product listings have conversion rates between 10-15%, although this varies significantly by category and price point.
Beyond the standard reports in Seller Central, Amazon offers several specialised analytics tools designed to provide deeper insight into your business performance. These tools can give you a competitive edge if you know how to use them effectively.
For brand-registered sellers, Amazon Brand Analytics provides valuable competitive insights not available in standard reports. This tool displays keyword data, including the most popular keywords in your category and their conversion rates.
Brand Analytics gives you visibility into:
With these insights, you can optimise your Amazon product listings to target high-value keywords and better understand your customers.
Raw amazon sales data only becomes truly valuable when you apply meaningful analysis techniques. Here are some ways to turn your amazon product sales data into actionable insights:
Group customers who made their first purchase in the same period and track their subsequent buying behaviour. This helps you understand retention patterns and lifetime value.
Analyse your amazon sales data across different time periods to identify seasonal patterns. This assists with inventory planning and campaign timing.
Compare conversion rates, traffic and sales across your product catalogue to identify your best and worst performers. This helps prioritise optimisation efforts.
Correlate your amazon marketing report data with sales to measure the true ROAS (Return on Ad Spend) for different campaign types and targeting methods.
By applying these analytical approaches to your amazon sales data analysis, you can uncover insights that are not immediately obvious from the raw numbers.
Understanding your Amazon account balance is crucial for proper financial management. These reports show your available funds, pending settlements and transaction history.
Your amazon account balance represents the funds available to you after Amazon has processed your sales, deducted fees and accounted for returns or refunds. This balance is what will be transferred to your bank account during the next scheduled payout.
The account balance is updated regularly as new transactions are processed. Knowing what affects your balance helps you manage cash flow and monitor your Amazon business’s financial health.
When a customer returns a product, Amazon processes a refund that appears in your account balance report. The refund typically includes the item price and sometimes shipping costs, depending on the reason for return.
Account balance refunds directly affect your available funds and are deducted before your next scheduled payout. Monitoring your refund rate helps identify potential issues with product quality or listing accuracy that may lead to customer dissatisfaction.
Bank account statement amazon is a detailed overview of all financial transactions affecting your seller account. This document includes:
Regularly reviewing your Amazon bank account statement helps ensure accuracy and provides documentation for accounting and tax purposes. It’s good practice to reconcile these statements with your own financial records on a monthly basis.
As your Amazon business matures, tracking more sophisticated metrics can help identify growth opportunities and operational improvements. These advanced Amazon metrics give you deeper insight into business performance:
Customer lifetime value estimates the total revenue you can expect from a single customer throughout their relationship with your brand. This metric helps determine how much you can afford to spend on customer acquisition while remaining profitable.
For Amazon sellers, calculating customer LTV is challenging, as Amazon limits access to customer data. However, you can estimate it by analysing repeat purchase behaviour for products that typically generate repeat business.
Inventory turnover measures how quickly you sell and replace stock during a given period. A higher turnover rate generally indicates efficient inventory management, while a low rate can suggest overstocking or weak demand.
To calculate inventory turnover, divide cost of goods sold by the average inventory value for the period. Amazon sellers should aim for the optimal balance – not so high that you risk running out of stock, but not so low that you pay excessive storage costs.
ROI measures the profitability of your Amazon business relative to its costs. It is calculated by dividing your net profit by total investment (including product costs, Amazon fees, advertising and operating expenses).
Tracking ROI at both product and business level helps identify which areas of your Amazon operation deliver the best returns. This enables you to allocate resources more effectively and focus on your most profitable activities.
One of the most valuable uses of Amazon analytics is to improve your product ads. By analysing the right metrics, you can make data-driven optimisations that boost visibility and conversion.
Using keyword reports from your ad campaigns and Brand Analytics, you can identify the exact terms customers use to find and purchase your products. This data should inform your ad optimisation strategy.
Pay attention to:
Incorporate your highest-converting keywords into your titles, bullet points and backend keywords to improve organic ranking and conversion rates.
By analysing your amazon product sales data alongside traffic data, you can identify listings with sufficient traffic but poor conversion rates. These products are prime candidates for optimisation efforts.
Common elements to test and improve include:
Make changes one at a time and monitor the impact on conversion rate to identify what resonates with your customers.
For products with multiple variations (sizes, colours, etc.), analyse the performance of each variant to identify top and underperforming options. This helps with inventory planning and can inform decisions on expanding or narrowing your product range.
You may find that certain variants consistently outperform others, allowing you to focus your inventory investment on the most profitable options.
Although Amazon provides robust reporting tools, sellers often face challenges when trying to extract meaningful insights. Here are some common obstacles and how to overcome them:
Amazon spreads data across multiple reports and dashboards, making it difficult to get a comprehensive overview of your business. Key information about a single order may be scattered between business reports, advertising reports and inventory reports.
Many successful sellers use third-party analytics tools that consolidate data from different Amazon reports into unified dashboards. Alternatively, you can export data regularly and build your own reporting system using spreadsheets or business intelligence tools.
Amazon’s attribution model does not always accurately connect marketing activities to sales results. For example, a customer may first discover your product through an ad, leave without buying and later return via organic search to complete the purchase.
To address this, track ad performance across longer time windows and consider the holistic impact of your marketing efforts rather than focusing solely on direct attribution metrics.
Many sellers struggle to match Amazon’s financial reports with their actual bank deposits. Different fee types, adjustments and timing differences can make reconciliation challenging.
Developing a systematic approach to financial reconciliation is vital. Consider using specialised accounting software designed for Amazon sellers or work with Amazon consultants who understand the platform’s financial reporting mechanisms.
If you’re new to Amazon analytics or feel overwhelmed by the available data, here’s a structured approach to start leveraging reports effectively:
Begin by identifying 5-7 key metrics that align with your business goals. For most sellers, these include:
Create a simple dashboard for regular tracking of these metrics, establishing baselines and setting improvement goals.
Different reports are useful at different intervals. Consider this structure:
Consistent data review helps you spot trends and respond to issues before they become critical.
Understanding how to interpret and act on data is a skill that improves with practice and education. Consider taking an Amazon course focused on analytics, joining seller communities where data analysis is discussed, or working with an Amazon agency that specialises in data-driven strategy.
Investing in your analytical skills will pay dividends through better decision-making and competitive advantage.
When working with Amazon reports, you will likely encounter the term “archive order”. But what is an archive order on Amazon, and why is it important for your data analysis?
Archive order on Amazon refers to order history that has been moved to an archive to keep your active order view manageable. After a certain period (typically a few months), orders are automatically moved to the archive, but they remain available for review and analysis.
To access archive order reports:
Archive order reports are especially useful when analysing long-term trends or comparing seasonal fluctuations year-over-year. You can also use them to track customer purchasing patterns over extended periods.
Many sellers wonder how to use amazon business reports most effectively. These reports are among the most valuable data sources for Amazon sellers, but their full potential is often not realised.
Business reports include key metrics such as sessions, conversion rate, units sold and revenue per ASIN. Here’s a step-by-step approach to getting the most out of these reports:
Sort your products by sessions (traffic) and identify those with high traffic but low conversion rates. These represent “low-hanging fruit” for optimisation – products where small improvements can deliver significant results.
Your Buy Box percentage directly affects your ability to convert traffic into sales. If you notice a decline in Buy Box percentage for a specific product, investigate competitor pricing and fulfilment.
This metric shows how many units you sell on average for each customer who visits your product page. A low figure may indicate opportunities for bundling or cross-selling to increase your average order size.
Business reports are ideal for identifying seasonal patterns in your category. Export data for multiple months or years and plot trends to identify predictable peak and low seasons.
By understanding what amazon business reports are and how to use them strategically, you can turn raw data into practical insights that drive growth and profitability.
Mens Amazons indbyggede rapportering giver værdifulde indsigter, kan tredjepartsværktøjer betydeligt forbedre dine analytiske funktioner. Her er nogle kategorier af værktøjer, som sælgere bruger til at supplere deres Amazon-rapportering:
Disse værktøjer trækker data fra flere Amazon-rapporter ind i konsoliderede dashboards, hvilket sparer tid og giver mere omfattende indsigter. De inkluderer ofte visualiseringsfunktioner, der gør tendenser og mønstre lettere at identificere.
Disse platforme overvåger konkurrenters prissætning, lagerstatus, nøgleordsrangering og salgsestimater. Denne markedsintelligens hjælper dig med at positionere dine produkter effektivt og identificere konkurrencemæssige fordele.
Specialiserede profitberegningsværktøjer tager højde for alle Amazon-gebyrer, produktomkostninger, forsendelse og andre udgifter for at give nøjagtige pr.-enhed og overordnede rentabilitetsmetrikker. Disse værktøjer er særligt værdifulde for sælgere med store kataloger, hvor manuel profitberegning ville være tidskrævende.
Avancerede lagerstyringsværktøjer bruger historisk amazon salgsdata analyse til at forudsige efterspørgsel og anbefale optimale lagerniveauer. De hjælper med at forhindre både udsolgte situationer og overskydende lagerbeholdning.
Når du evaluerer et tredjepartsværktøj, skal du overveje afkastet på investeringen – vil de opnåede indsigter retfærdiggøre omkostningerne? Mange værktøjer tilbyder gratis prøveperioder, der giver dig mulighed for at vurdere deres værdi, før du forpligter dig.
A common question from sellers is “what is my Amazon account balance, and how does it affect my business?” Your account balance is not just a random number – it’s a dynamic financial measure that impacts your liquidity and planning.
Your Amazon account balance represents the funds Amazon owes you at a given time. This figure is calculated by taking your gross sales and then deducting:
Understanding your account balance is crucial for liquidity management. Amazon typically pays out every 14 days, but the timeline may vary. This means you need to plan your reorders and other business expenses around these payout cycles.
Regularly monitoring your account balance also helps you to:
As with all aspects of Amazon analysis, regular monitoring is key to success.
Different Amazon business models require different analytical approaches. Here’s how reporting priorities can vary based on your selling strategy:
Private label sellers should focus on brand-building metrics and long-term customer value. Key reports include:
Private label sellers benefit from connecting Amazon data with off-Amazon marketing efforts to build a comprehensive brand strategy.
Wholesale sellers typically compete more on price and fulfilment efficiency. Their reporting priorities often include:
For wholesale sellers, it’s especially important to monitor competitors’ pricing and stock status.
Sellers using retail arbitrage must closely monitor profitability and liquidation rates. Their key reports typically include:
The fast pace of retail arbitrage requires more frequent reporting checks and faster data-driven decision-making.
Data is only valuable when it drives action. Here’s how to turn your Amazon analytics insights into tangible business improvements:
Develop a systematic process to turn data insights into action points:
This structured approach ensures your optimisation efforts are guided by data rather than guesswork.
Not all insights deserve equal attention. Focus first on addressing issues with the greatest potential impact on your bottom line. Consider both the size of the potential improvement and the effort required to achieve it.
For example, optimising a high-traffic listing with a below-average conversion rate will usually deliver better results than making minor improvements to a low-volume product.
The most successful Amazon sellers constantly test and refine their approach based on data. This may include:
By fostering a testing culture, you will continuously improve your Amazon performance based on real customer behaviour rather than assumptions.
Successfully leveraging amazon reports and metrics requires more than just accessing data – it requires interpretation, analysis and strategic application. The sellers who excel on Amazon are not necessarily those with the best products or lowest prices, but those who make the most effective use of available data to inform their decisions.
Remember, Amazon’s reporting ecosystem continues to evolve, with new metrics and tools introduced regularly. Staying up-to-date with these changes and continually refining your analytical approach will give you a sustainable competitive advantage.
By mastering amazon analytics, you can identify growth opportunities, optimise your operations and build a more profitable and resilient Amazon business in today’s competitive market.
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