Measure Your Success and Track Amazon KPIs for Your Business

Last updated on September 27th, 2023

Written by Ken Zhou

Measuring success and tracking Amazon's key performance indicators (KPIs) are crucial for the growth and profitability of virtually every online business. A thorough analysis of Amazon KPIs will yield valuable insights on how your sales and marketing strategies are sailing.

Without this, you miss out on opportunities for improvement, growth, and long-term success on the platform. But what are these key metrics you must track? 

What are the KPIs at Amazon?

Amazon key business performance indicators are used to measure the success and progress of various business initiatives. They help evaluate and improve the overall performance of an Amazon business.

By analyzing KPIs such as:

  • product sales, 
  • organic sales, 
  • conversion rates, 
  • customer reviews, 
  • advertising metrics, 
  • and more, 

you can make data-driven decisions and stay ahead of the competition. 

That’s just surface-level talk. Let’s get deeper into it, shall we?

the 12 key performance indicators on Amazon

Sales Metrics

You must direct all your efforts in growing your Amazon store at attracting potential customers and keeping repeat customers loyal for long-term profit. Below are the Amazon metrics to monitor so you can make the best decisions for your business.

Monthly and Annual Sales Revenue

Amazon's monthly and annual sales revenue is a key performance indicator that shows your total sales generated in a given month or year. Through it, you’ll know whether your business has a good sales velocity or not. By looking closely into your inventory management and product listing, you can come up with better pricing strategies, so the next time you calculate your revenue, you’ll see better numbers. 

Average Order Value (AOV)

Monitoring how much the average customer spends for a single transaction is crucial, and you can track this through the Amazon AOV. This KPI helps identify purchasing patterns, optimize pricing strategies, and increase sales revenue by encouraging customers to spend more per transaction.

Conversion Rate

Amazon conversion rate is the KPI that tells you how many users who landed on your product detail page actually bought your products. This metric reflects the effectiveness of your keyword and ads strategies.

Seller Metrics for Advertising

Advertising is the most reliable method for you to reach your audience. And for this reason, Amazon offers different Amazon advertising programs so you can reach out to shoppers within the platform. 

You can also go all-out and advertise in other channels where your customers are. To measure the efficiency of your marketing and advertising campaigns, you can check the metrics below:

Advertising Cost of Sales (ACoS)

ACoS measures the effectiveness of advertising campaigns by showing you how much sales you got from a specific ad spend. Through it, you can optimize your advertising strategies and maximize profitability. 

Return on Ad Spend (ROAS)

You get sales revenue return too from the campaigns you launch, and you can check the amount through your Return On Ad Spend. ROAS can help you determine profitability of ad campaigns, so you can optimize your ad budgets.

Advertising Impressions

Impressions, as the word suggests, is when customers see your ads, even if they do not click them. These allow you to gauge product visibility and the effectiveness of your keywords.

Click-Through Rate (CTR)

Meanwhile, if the customer saw your ad and clicked it, that action will be included in the Click-Through Rate (CTR) metric. Through it, you can assess the effectiveness of how you present your products, the keywords you use, and the quality of your ad campaigns. 

A higher CTR indicates better engagement and can lead to increased traffic and sales, making it a key driver of success on Amazon.

Cost per Click (CPC)

If you want to know the cost each time a user clicks on your ad, check your CPC. CPC helps you manage advertising budgets effectively. By optimizing CPC, you can control costs, enhance ROI, and maximize profitability.

Customer-Related Amazon Key Performance Indicators

After knowing the metrics to check for your sales and advertising, let’s move on to KPIs centered on your customers—the main reason you’re working hard on these strategies. Below are the metrics that go hand-in-hand with the metrics listed above: 

Customer Acquisition Cost (CAC)

There are investments you make to reach out to new customers, and these types of spending will be filed under the Customer Acquisition Cost (CAC). CAC helps in evaluating the effectiveness of your marketing and advertising strategies.

Customer Lifetime Value (CLTV)

Customers bring value to your Amazon business that you can quantify through the Customer Lifetime Value (CLTV). CLTV works best when you know your demographic, so make sure to do your research too. Through these reports, you can evaluate the profit brought by each customer type to guide you in decisions regarding marketing strategies, retention, and acquisition.

Repeat Purchase Rate

Amazon sellers like you welcome customers buying from you again and again. The Repeat Purchase Rate shows the percentage of your patrons who purchase repeatedly within a specific time frame. 

Aside from sales, RPR also gives you insight on customer satisfaction and how well you do your customer retention plans. A higher RPR signifies customer loyalty and can boost sales revenue. 

Product Reviews and Ratings

Following customer feedback scenarios, make positive or negative feedback and ratings quantifiable through the Product Reviews and Ratings (PRR) KPI. Collect the number and quality of product reviews and ratings for analysis. A higher PRR can enhance product visibility and sales.

formulas to calculate the different Amazon KPIs

Tips on Making the Most of KPIs

The metrics above are only numbers unless you know how to analyze and make the most of them. Through goal setting, using the latest apps and software, and regular reports and Amazon KPI analysis, the Amazon seller KPIs will help you manage and scale your online business.

Set Goals and Targets

Setting goals is crucial for direction and success. You can track performance and achieve long-term business growth amid competition and evolving consumer demands through goal setting.

  • Identify benchmarks and industry standards: These provide clear context for performance evaluation, helping you strive for specific goals.
  • Set targets for each KPI based on business objectives: This practice ensures alignment between performance metrics and strategic goals, guiding you towards focused and actionable outcome.
  • Align goals with larger business strategies: This synergy ensures that every target contributes to the overarching success of your online business, maximizing the impact of efforts and resources.

For more tips on setting your KPIs, check out this video:

Analyze and Interpret Amazon KPI Data

After identifying benchmarks and laying out strategies to ensure you reach your goals, here are some ways on how you can analyze and interpret data efficiently. 

  • Monitor and report data regularly to get real-time insights into performance and enable timely adjustments for goals and game plans.
  • Identify trends and patterns that reveal changing consumer preferences and market dynamics. Use the result to adjust your strategies in specific quarters or seasons.
  • Identify areas of where you lag behind, and address weaknesses to avoid your sales’ downward spiral. You can refine product offerings or capitalize on underserved niches. 
  • Following Amazon KPI analysis, base your decisions on data to ensure that actions are backed by evidence, leading to more effective strategies, improved resource allocation, and sustained success.

Rely On Amazon KPI-Tracking Tools and Technologies

Measuring KPIs on Amazon is better when you utilize available tools and apps to gain insights, optimize strategies, enhance customer experience, and stay competitive. The tools below can offer real-time data through automated and integrated data collection and custom Amazon KPI dashboard and reports. 

  • Amazon's own analytics and reporting tools: Seller Central, Advertising Console, Business Reports, A9 Advertising Reports, Brand Analytics, Amazon Web Services (AWS), Marketplace Web Service (MWS), and Amazon Attribution, are some of the tools within Amazon you can use. Integrate it with your analytics system to have all your Amazon data in one place.
  • Third-party tools and technologies: Third-party analytics platforms like what we use here at Seller Interactive offer advanced data tracking and monitoring. We'll combine the qualitative KPIs and quantitative KPIs from Amazon with our reliable systems and tools to ensure you get a single Seller Central dashboard for insights and analysis.

Partner With Seller Interactive

Amazon KPIs matter to so many sellers like you who manage medium and large businesses on the platform. The practice offers insights into product performance and marketing strategies, giving your desired growth and profitability.

Partnering with Seller Interactive can provide you with expert Amazon full account management. We offer Amazon listing optimization, Sponsored Ads Management, Brand Protection, Reimbursement and refund, DSP advertising, and more. 

Don't miss out on the opportunity to optimize your Amazon business, and start tracking KPIs today for long-term success. Book a call with us now to elevate your Amazon strategy!

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