How to Use Amazon Seller Central Reports to Grow Your Business
In the highly competitive world of e-commerce, having access to accurate and comprehensive sales data is essential for the success of any online business. As an Amazon seller, making informed decisions about pricing, inventory management, and advertising campaigns is crucial to stay ahead of the competition.
Fortunately, Amazon provides a variety of business reports through its Seller Central platform that can help you gain valuable insights into your sales performance, inventory levels, customer feedback, payments, refunds, shipping operations, and tax compliance.
By using these central reports, you can improve your buy box percentage, optimize your seller central account, and achieve long-term success in the competitive Amazon marketplace.
What are Amazon Reports?
Amazon Business Reports are analytical tools and data sets provided by Amazon to help sellers make informed decisions about their businesses.
These reports are designed to provide sellers with key insights into their sales performance, inventory levels, advertising campaigns, customer feedback, and account health.
Amazon offers a wide range of reports that sellers can use to monitor their sales and profitability, optimize their inventory levels, and improve their customer service.
The reports are accessible through the seller's account dashboard in Amazon Seller Central Reports. Amazon reports are highly customizable, allowing sellers to set custom date ranges and filter reports by specific metrics, product categories, or sales channels.
Some key metrics and data points sellers can access through Amazon reports include total sales, conversion rates, inventory levels, customer reviews, return rates, advertising campaign performance, and account health metrics.
What Reports Are Available in Amazon Seller Central?
Sales reports are essential for Amazon sellers to monitor their sales performance and make informed pricing, advertising, and inventory management decisions.
By using active reports, tracking sales data, and analyzing trends, you can identify areas for improvement and capitalize on your strengths to increase profits and grow your eCommerce business. There are two main types of sales reports available to sellers:
The Amazon Sales Dashboard
The Amazon Sales Dashboard overviews a seller's total sales, units sold, and other key metrics for a custom date range. This report is ideal for brand-registered sellers who want to track their historical sales and compare their performance to their competitors.
Detailed Page Sales and Traffic Report
Conversely, the Detail Page Sales and Traffic Report provides more detailed information about detailed page sales, data, and traffic sources for each ASIN. This report is useful for sellers who want to analyze the performance of individual products and optimize their stores accordingly.
You can use advertising campaign performance metrics to track your ad spend and optimize your return on investment. According to a report by Jungle Scout, Amazon advertising accounted for 13.5% of all global digital ad spending in 2021.
You can log into your Amazon seller central account and request the desired report to access them. Once the report is generated, you can download it and use it to track your sales performance, compare data from over time, identify areas for improvement, and make data-driven decisions about pricing, advertising, and inventory management.
Inventory reports are critical tools that help Amazon sellers manage their inventory effectively. Effective inventory management is essential for any online retailer, including Amazon sellers, as it can significantly impact their sales and profits.
Inventory reports are critical tools that help you manage your inventory effectively. This reporting tool allows you to optimize inventory levels, reduce storage fees, and prevent stock-outs.
The Inventory Health Report
The Inventory Health Report can help you identify and address stranded inventory, which can improve your sales performance. This report overviews a seller's health and includes information about stranded inventory, overstocked items, gross product sales, and recommended removals.
The report can help you manage inventory levels by identifying overstocked items and recommending slow-moving or unprofitable inventory removals. The two main types of Inventory Health reports available are:
Manage Excess Inventory Tool
This tool helps sellers identify excess inventory that is not selling well and provides recommendations for liquidating it. Excess inventory can lead to increased storage fees, decreased profits, and stockouts if sellers do not manage it effectively.
Using the Manage Excess Inventory tool, you can prevent stockouts and avoid long-term storage fees, improving overall inventory management and profitability.
Advertising reports are critical tools used to optimize advertising campaigns and increase return on investment (ROI). With these reports, you can gain insights into the performance of your ad campaigns, identify areas for improvement, and make data-driven decisions to improve your targeting and increase sales. There are three types of advertising reports available to Amazon sellers:
The Sponsored Products Search Term Report
The Sponsored Products Search Term Report provides information about customers' search terms to find and click on sponsored product ads. This report can help you identify relevant and high-performing keywords and adjust your targeting to increase sales.
The Sponsored Products Performance Report
The Sponsored Products Performance Report provides an overview of the performance of sponsored product ads, including impressions, clicks, and sales. This report can help sellers identify which ads are performing well and which need improvement.
Customer Feedback Reports
Customer feedback reports are crucial for Amazon sellers as they provide insights into customer satisfaction and help improve product quality and customer service. Amazon offers two types of customer feedback reports:
Customer Reviews reports are used to monitor customer satisfaction and identify customer interaction with products.
Buyer-Seller Messages Report
The Buyer-Seller Messages Report provides information on customer inquiries and messages between customers and sellers. You can improve customer satisfaction and loyalty by responding promptly to these inquiries and issues.
These reports allow sellers to monitor customer interactions and improve their overall sales and customer experience. Monitoring conversion rates is a key metric for Amazon sellers, and customer feedback reports play a vital role in this process.
Positive reviews and timely responses to negative reviews and customer inquiries can increase sales and better conversion rates. To optimize the use of customer feedback reports, sellers should regularly review them and make data-driven decisions about their product quality and customer service.
Account Health Reports
Account health reports are critical for sellers as they provide insights into the overall health of their seller accounts. Amazon offers two types of account health reports:
Account Health Dashboard
The Account Health Dashboard displays important metrics such as customer metrics, policy compliance, conversion rate, and fulfillment metrics. Sellers can use this report to track their overall account health and identify any issues with their seller metrics.
Performance Notifications Report
On the other hand, the Performance Notifications Report provides detailed information about specific issues or policy violations that require attention.
Using account health reports, you can identify areas that require improvement and take corrective actions to maintain or improve their seller metrics. For example, if the inventory age is high, you can adjust your pricing or advertising strategies to increase sales and reduce storage fees.
You can also use the reports to identify any issues with their fulfillment processes or customer service and take corrective actions to improve their performance. These reports allow sellers to monitor their account health metrics and take corrective actions to prevent account suspensions or terminations.
To optimize the use of account health reports, sellers should regularly review them and take action to address any issues identified. Sellers can track progress and identify trends over time by utilizing customized date ranges and archived reports.
Automated Amazon reports and tools such as search terms and fulfillment reports can help sellers streamline their reporting and improve their overall performance.
Refund reports are crucial for any seller on Amazon. Refunds reports provide valuable information about the returns and refunds made by customers.
Understanding why customers return products and analyzing refund trends can help sellers identify potential product issues and improve customer satisfaction. There are two types of refund reports:
The Refund Detail Report
The Refund Detail Report provides detailed information on all refunds, including order and item details, refund reasons, and refund amounts.
The Customer Concessions Report
The Customer Concessions Report provides information on all concessions granted to customers, including discounts, refunds, and other forms of compensation.
By analyzing refund reports, sellers can track refunds, analyze return reasons, and identify opportunities for product improvement or customer retention.
For example, if a product has a high refund rate due to a specific issue. In that case, the seller can take corrective action to improve the product quality or address the issue.
Additionally, refund reports can help sellers identify customers who consistently return products and take steps to improve their shopping experiences, such as providing better product descriptions or customer service.
Why Does Amazon Block Seller Accounts?
According to Amazon's 2020 Brand Protection Report, the company invested over $700 million and employed more than 10,000 people to prevent fraud and abuse on its platform.
As a result of these efforts, Amazon blocked more than 2.5 million suspected bad actors from selling on its platform, seized over 67 million counterfeit products, and proactively removed more than 6 billion suspected bad listings before they were published to the site.
Amazon may block a seller's account for various reasons related to non-compliance with its policies and standards, such as:
Amazon has strict policies and guidelines for sellers, and any violation can result in account suspension or termination. These violations include selling counterfeit or illegal products, manipulating customer reviews, or engaging in prohibited business practices.
Poor Seller Metrics
Amazon tracks various performance metrics, such as order defect rate, cancellation rate, and late shipment rate. The account may be suspended or terminated if a seller's metrics fall below Amazon's standards.
Intellectual Property Complaints
If a seller is accused of violating a third party's intellectual property rights, such as trademarks or copyrights, their account may be suspended or terminated.
If Amazon suspects a seller is selling inauthentic products or the products do not match the descriptions, the account may be suspended or terminated.
Unresponsive or Uncooperative Behavior
If a seller does not respond or cooperate with Amazon's requests for information, their account may be suspended or terminated.
How Do I Get a Seller's Report on Amazon?
To get a seller's report on Amazon, you can follow these steps:
Log in to your Amazon Seller Central account.
Click on the "Reports" tab on the top navigation menu.
Choose the type of report you want to generate from the dropdown menu. Amazon offers a variety of reports, including sales, advertising, inventory, customer feedback, and account health reports.
Select the time frame for the report using the "Date Range" dropdown or by entering a custom date range.
Click the "Request Report" button to generate the report.
Once the report is ready, it will appear in the "Report List" section. Click on the report name to download it in a CSV or Excel format.
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