.png?width=50&height=50&name=feedbackfive-menu-icon(orange).png "feedbackfive-menu-icon(orange)"){kind=icon}
Originally published on January 6, 2025, updated January 6, 2025
Menu
Join Our Email List
- Receive our monthly newsletter.
- Stay up to date on Amazon policies.
- Get tips to grow your business.
/%5BeComEngine%5DLogo-2019-linear.svg "eComEngine Logo")
Amazon offers some insightful Key Performance Indicators (KPIs) in Seller Central so you can improve sales. These Amazon performance metrics reveal whether aspects of your business such as detail page performance and shipping logistics are thriving or nose-diving.
There’s a lot of information to parse through in Seller Central. In this guide, we’re sharing the nine most meaningful Amazon performance metrics and explaining how you can apply them to your sales strategy.
The Featured Offer percentage measures the percentage of time your products win the Buy Box. You can find it on your Seller Central dashboard.
As we explain in our guide to the Amazon Buy Box, winning the Buy Box can significantly improve sales. Accessing that coveted "Buy Now" or "Add to Cart" button makes it easy for shoppers to complete a sale with just a click, reducing abandoned carts and second-guessing.
If your Buy Box Wins percentage is lower than you'd like, you can keep a closer eye on it with Buy Box tracking software like SellerPulse, which notifies you immediately when you lose the Buy Box. The detailed Buy Box report includes winning and losing offer details like fulfillment channel and seller feedback rating to help you instantly evaluate the competition and diagnose why your listing lost the Buy Box.
The sales rank of a product, also referred to as the Best Sellers Rank (BSR), shows how well it sells compared to similar products. The best-selling product in a category earns a sales rank of one, first place, which means it is the top organic result on Amazon’s search results page.
Your Amazon product ranking is an umbrella statistic that factors an assortment of performance metrics for your product to give it an overall score. In particular, product ranking is influenced by the selling history, page views, conversion rate (Unit Session Percentage), PPC sales, seller ranking, CTR, off-site sales, and user reviews. This is one of the most important performance metrics a product has, as listings with good product rankings show up more in search results and generally have better visibility.
A product's BSR only includes completed sales, not page views. Likewise, it counts the amount of orders, not necessarily units sold. It also updates hourly, so it tends to fluctuate a lot in some categories.
The Pre-fullfillment Cancellation Rate measures how often you go out of stock. A "pre-fulfillment cancellation" occurs when an order cannot be completed due to the product being out of stock for 7 days, thus it's canceled. You can find this Amazon performance metric on the Account Health page in Seller Central under Shipping Performance.
Pre-fulfillment cancellations are a big deal because you lose the sale and the customer, who is most likely frustrated. Luckily, these can be easily avoided by keeping a close eye on your inventory.
Your Return on Ad Spend is simply your ROI for Amazon advertising. It measures how much you earn from your ads compared to how much you spend. According to Hubspot, a good RoAS is about 3:1. If your RoAS is consistently less than that, it might be time to consider modifying the campaign or even replacing it.
You can find your Amazon RoAS by signing into Seller Central, navigating to Advertising in the left navigation, and selecting Campaign Manager. Choose RoAS from the dropdown menu to see your Amazon performance metrics.
Similar to the RoAS, the Advertising Cost of Sale calculates the ratio between your ad spend and sales. The main difference between ACoS and RoAS is that ACoS focuses more on how much you spend on advertising, while RoAS emphasizes what you earn back.
Your Account Health Rating shows how well you follow Amazon's rules and guidelines. Violations and other red flags negatively impact AHR. Although your Account Health isn't directly related to customers and shopping, it does influence visibility in search results and the likelihood of winning the Buy Box — and a low AHR can get you suspended or worse.
You can monitor your AHR on the Account Health page in Seller Central.
The session percentage indicates how often a shopper who views a listing will actually buy it. This can be a confusing statistic, especially compared to unit session percentage (explained next). You can improve your session percentage by winning the Buy Box more often and making it easier for shoppers to purchase from you.
Session percentage and unit session percentage can both be found on the Detail Page Sales and Traffic report under Business Reports in Seller Central.
The Unit Session Percentage is essentially a product's conversion rate, calculated as the total sales out of total views and displayed as a percentage. The average Unit Session Percentage for Amazon is between 10-15%, so a number less than that requires attention, such as listing optimization.
Amazon seller feedback is provided by buyers based on their interactions with you as a seller. This includes responsiveness and professionalism as well as packaging and shipping. Your Amazon feedback rating is shown as an average of your feedback received. It's provided on a five-star scale, with one being the lowest rating. Feedback impacts Buy Box eligibility. It's also visible to buyers and Amazon uses your average feedback rating to determine eligibility for certain programs and incentives.
If your seller feedback rating could use a boost, check out FeedbackFive. You can send automated Amazon feedback requests and receive alerts for new negative feedback so you can act right away to try to resolve the buyer's issue.
Amazon performance metrics offer minimal value unless you monitor them regularly and use them to improve your business. You can protect your business and improve performance by using Amazon FBA analytics software like SellerPulse.
Think of SellerPulse as an automatic watchdog that never sleeps. It alerts you to product changes, allowing you to respond swiftly and neutralize any problems before they impact your profitability.
SellerPulse notifies you when you lose a Buy Box, need to restock, or receive a negative review, not to mention an alert if your listing has been hijacked. Moreover, it includes a wide array of FBA insights to help you make better decisions for your Amazon business. See for yourself how SellerPulse saves the day for Amazon sellers! Try it free!
No Comments Yet
Let us know what you think