Advertising and Marketing

KPIs on Amazon

Measure, measure, measure As you know, metrics are important. Here I bring you some interesting metrics if you are selling on Amazon: sales, number of orders, average ticket, ACOS, CPC, CTR.

KPIS on Amazon

Sometimes the amount of information that platforms like Amazon give us can be overwhelming and we don't know where to start analysing our data. There are certain fundamental KPIS that we recommend taking into account to verify the performance of our products and that will help us identify possible improvements.

These KPIS are:

  • Sessions
  • Conversion Ratio
  • Benefit
  • Average listing score

Sessions

Sessions on Amazon will indicate the interest generated by our product. This is the starting point of the equation that will later allow us to evaluate the overall performance of the listing.

If we see that the sessions are low and we know for sure that there is a demand for this type of product, it is advisable to review the keywords that we are indexing in our titles, bullet points and backend keywords. In addition, it is also advisable to activate a promoted campaign that gives greater visibility to the product.

Conversion rate

The conversion rate will tell us the percentage of sessions that are transformed into sales. For this indicator to be relevant, we must have a sufficient volume of sessions to allow us to draw solid conclusions about the performance of the product on Amazon.

The conversion rate will allow us to identify products with high sales potential and products that may have some flaws in their content or offer.

If a product has a high conversion rate, we should, as far as possible, seek to increase the number of sessions on that file and if, on the other hand, it is a product that has a high volume of sessions and a very low conversion rate, we should analyse what could be going wrong (title, Bullet Points, Reviews, price, product description, A+ content).

Benefit

It seems obvious that product sales profit is a key KPI, but in most cases it is a difficult figure to obtain because of the costs generated from product sales.

To get a clear idea of the profit we have generated from a product we need to subtract the sales fees and commissions. At Dendary we use the data directly from the Amazon API, which allows us to access this information much more easily and efficiently.

Average listing score

Through its algorithm, Amazon gives a specific score to product listings. This indicator ranges from 1 to 10 and takes into account:

  • Quality and quantity of images
  • Number of reviews
  • Average rating
  • Sales history
  • Quality of titles, Bullet Points and descriptions
  • A+ content
  • Number of questions answered

The higher the rating Amazon gives your product, the higher it will help to improve the positions for the indexed keywords. Some indicators such as sales history, volume of reviews and answered questions will come with time, but from the very beginning we must have all the other elements optimised to gain organic positioning from the beginning of the product.

These are just a few indicators to take into account, but they are undoubtedly the most relevant to improve your business on Amazon. If you need support in managing your account, do not hesitate to contact us. At Dendary we are an agency specialised in Amazon and we will be happy to help you increase your sales.

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