How to use Amazon Seller Central Reports

The Amazon Seller Central Reports are one of the many ways in which Amazon offers its sellers unique ways to improve their performance. Not only does it have almost all the information you would need to run a successful eCommerce business, but it is also accessible, easy to understand, and simple to adjust. You might already be familiar with the Amazon business reports, but are you making the most out of them? This guide will help you determine which Amazon reports fit your business model best, and how to analyze the data provided.

What is Amazon Seller Central Reports?

Most sellers have accessed their Amazon Seller Dashboard before. On the main page, Amazon displays a subsection of the data extracted from your seller profile. These graphs display an overview of the financial performance of your Amazon store, including information such as your Restock Inventory, Buyer Messages, and Stranded inventory, amongst other things.

Of course, while the data on the Amazon Seller Dashboard is important, there is plenty more information that can be found in the specific reports Amazon can generate for your business, which offers tailored insights about how to improve specific aspects of your brand. These seller reports can be found on your Amazon Seller Central Dashboard. Among the many reports, Amazon can generate, the most important ones are the Business Report, the inventory report, and the Advertising Report.

Amazon Seller Central Dashboard

Amazon Seller Central Dashboard

You are probably most familiar with this aspect of Amazon seller central. The seller dashboard is the best and most comprehensive report on the general financial health of your business. Through this dashboard, you can access crucial information such as the status of your inventory, any sponsored ads or coupons you are currently running, seller forums, as well as Amazon Seller News. The dashboard gives you a general overview of your eCommerce brand and flags out any disparities in product performance, stock shortages, or negative feedback. However, unless you are utilizing Amazon sponsored posts and coupon deals as well, you may need to access more specific reports to better understand the status of your business. These reports can be accessed under the various tabs in your dashboard.

Business Report

The Amazon business report is particularly useful in helping you access and analyzes your brand’s performance trends. Amazon lets you filter your brand’s performance by sessions, sales, item, and many other categories, across a range of times. Analyzing the business performance on a day-to-day basis can help you see the time your customers spend on your page, the time the most people look at your page, as well as their conversion rate. This can better help you target any ads you might be taking out, in order to target the most potential customers.

Additionally, viewing your business by month or year allows you a macro view of the health of your brand. By analyzing the trends of your business, you are able to then answer any questions of irregularities. Was there a supply-chain interruption that affected your stock, that caused a dip in brand performance? Is your brand performing worse than expected during a season it usually does well in? Knowing this would allow you to take the appropriate measures to prevent this from happening in the future.

Inventory Report

Inventory Report

You have most likely accessed the Manage inventory section within the seller dashboard in order to assess the inventory status of your brand. The inventory report is particularly useful in helping you analyze and compare the performance of your inventory. Has your hero-SKU been performing poorly? Is there an up-and-coming product that is suddenly gaining a lot of traction? Amazon allows you to filter your report by product and even parent product, giving you more insight into not only the trends of your inventory performance, but also in your industry, allowing you to adjust your inventory, advertising, prices, or even bring in new products as necessary.

Coupled with the Amazon advertising reports, the Inventory Report is invaluable in helping you understand which of your products are the most popular, and how to improve the performance of your other products. Read on to learn more about how best to utilize the Inventory Report.

Amazon Advertising Reports

Amazon Advertising Reports

Finally, the Amazon Advertising reports are an incredibly useful tool to improve the performance of your brand and items without needing to source for different products. The amazon advertising report can be used to examine the Pay Per Click of any advertising you are conducting with Amazon, but can also help you conduct keyword research that is specific to the Amazon platform. By utilizing keywords and specific phrases that are commonly searched and widely known, your products will appear higher on the amazon search engine, which not only improves your visibility but also your outreach.

While the title of your product listing is important, the findings from your keyword research can also be utilized in your product listings. By finding out the information that speaks the best to your potential customers, you can cater your listings to provide them with the information they want, further boosting your conversion rate. Remember to keep checking in on your advertising reports – keywords and trends change frequently, and keeping up with these changes are essential in improving your brand!

Amazon has plenty of inbuilt programs to help sellers manage inventory, analyze brand performance, and target the right demographic of customers. The specific needs and requirements of your brand will depend on your industry, type of product, and consumer base. This will greatly contribute to what data from the Amazon Seller dashboard is more relevant and valuable for you. Nonetheless, the three reports mentioned above are relevant and important to all sellers and should help you decide how best to filter your data and information, to better scale your Amazon brand.

Are you facing issues with growing and scaling your brands, or are you just looking for an exit opportunity? We would love to hear your story! Contact Una Brands for a free valuation.