Promote smarter on Amazon: The metrics you must be monitoring


Good efficiency

You’ve been promoting on Amazon for some time, and it’s going nicely, due to the guidelines you picked up from the Amazon Promoting Information. However you’re on the lookout for methods to enhance your gross sales even additional by analyzing your vendor information. 

One of many key methods to enhance your gross sales is to investigate your vendor information. However with so many metrics to trace, it may be troublesome to know which of them are price specializing in and enhancing. 

That’s why we’ve compiled this listing of Amazon vendor metrics. Observe these figures repeatedly to grasp what you must enhance and develop your Amazon enterprise.

However first — why do Amazon vendor metrics matter? 

Your vendor metrics immediately affect the way you’re positioned in Amazon’s market. A excessive order charge, for instance, doesn’t simply imply larger income — it might additionally imply extra product evaluations, higher Purchase Field placement, and a larger rating in product searches.

Product rating

Though Amazon has not launched info on its search algorithm, there are just a few benchmarks that decide your product’s rating on search outcomes pages. 

  • Key phrases: does your itemizing embrace the search phrases customers search for?
  • Gross sales conversion charge: do your objects promote nicely?
  • Buyer evaluations: are prospects happy together with your merchandise, or do you have got a great deal of detrimental evaluations?
  • Value: are your merchandise priced competitively?
  • Efficiency historical past: do you have got a excessive success cancellation charge?
  • Supply time: do prospects obtain their merchandise rapidly?

Efficiency metrics show you how to gauge how your product pages are doing in every of those classes, so you possibly can enhance their search rating. 

The search outcomes place has a big impact on whether or not or not a buyer engages together with your product. In line with Search Engine Journal, 70% of patrons don’t click on previous the primary web page of Amazon search outcomes.

Try this weblog submit to select up some suggestions to enhance your gross sales.

Purchase Field placement (Featured Supply)

The Purchase Field — just lately renamed because the Featured Supply placement — is the primary worth possibility a purchaser sees once they view an Amazon itemizing with a number of sellers. If a purchaser clicks “Add to Cart,” they’re buying the provide within the Purchase Field.

Purchase Field eligibility comes all the way down to assembly vendor efficiency metrics. Order Defect Charge (ODR) is a very powerful efficiency issue. Amazon assesses inventory information to find out whether or not merchandise can be found for patrons, and Amazon makes use of your vendor rankings as a measure of customer support.

So, when you’re not performing nicely in these areas, you have got a decrease likelihood of constructing the Purchase Field — which might, in flip, decrease gross sales.

You may examine when you’ve made the Purchase Field by checking the product element web page in your ASIN. Should you see an “Add to Cart” button on the product element web page, congrats — you’ve made the purchase field!

An outline of Amazon vendor metrics

Amazon metrics may be damaged into these two classes:

Vendor efficiency metrics: these are calculated by measuring when you’re assembly vendor efficiency targets like cancellation charge and whether or not you’re complying with Amazon’s insurance policies.

Enterprise efficiency metrics: these are made up of the analytical information related together with your Amazon account, such because the variety of orders.

Let’s check out these metrics in-depth:

Vendor efficiency metrics

Vendor efficiency metrics are all about how nicely you’re performing as a vendor. A big a part of your efficiency metrics are benchmarks set from Amazon promoting insurance policies. The thought is for Amazon to be sure you’re delivering wonderful customer support to patrons.

Account Well being Score (AHR)

The AHR provides you an summary of your account and the way nicely you might be complying with Amazon’s promoting insurance policies. 

Finally, your AHR is set by the client expertise you’re providing to patrons. For instance, in case you have unresolved coverage violations, it will have an effect on your account well being. In case your AHR falls into “in danger” or “essential,” your account might get suspended.

Amazon will notify you in case your AHR is off-target, and when you enhance and handle violations, your account well being can return to “good.”

Order Defect Charge

The Order Defect Charge (ODR) represents the share of orders with indicators of poor customer support over 60 days.

There are three forms of order defects:

  • Destructive suggestions: the client is sad with the merchandise and stories detrimental suggestions within the “Buyer Overview” part.
  • An A-to-z Assure declare that’s not denied: the client is sad with an merchandise, and the dispute can’t be resolved, so the client requests a full refund of their cash. A-to-z Assure claims are sometimes a final resort, as more often than not, you must be capable of resolve the problem at hand. You may examine the situations right here which an A-to-z declare may be made.
  • Bank card chargeback: the client contacts their bank card firm to request that the cost is refunded. This might be on account of unauthorized use, or the client isn’t proud of the merchandise. You may reply to chargebacks in your Amazon Vendor Central dashboard.

Sellers ought to preserve an ODR beneath 1% to proceed promoting on Amazon. In case your ODR is above 1%, your account could also be vulnerable to suspension.

Cancellation Charge

The Cancellation Charge (CR or Pre-fulfillment Cancel Charge) consists of all of the orders canceled by a vendor throughout a seven-day time interval. 

Pre-fulfillment cancellation solely applies to seller-fulfilled orders. So, when you’re an Amazon FBA vendor, this doesn’t apply to you as Amazon fulfills your orders. Order cancellations initiated by the client don’t have an effect on the cancellation charge.

There could also be instances when you must cancel an order on account of stock administration errors or different points. However ideally, you must keep away from cancellations to keep up a CR beneath 2.5%. A CR larger than 2.5% might result in Amazon revoking your promoting privileges.

Late Cargo Charge

The Late Cargo Charge (LSR) is the share of whole orders over a 10-day or 30-day interval which are accomplished after the anticipated ship date. Your Amazon Vendor dashboard will point out which interval you fall beneath. LSR doesn’t apply to Amazon FBA orders — solely seller-fulfilled orders.

Verify the cargo of orders by the anticipated ship date in order that prospects can see the standing of their shipped orders on-line.

Late shipments might happen on account of a number of causes — like provider delays and climate points, and many others. Maintain your buyer up to date about any delays. Should you don’t, they might go away detrimental buyer suggestions, which might additionally contribute to your AHR.

Sellers ought to attempt to preserve an LSR beneath 4%. An LSR above 4% can result in vendor account suspension.

Legitimate Monitoring Charge

The Legitimate Monitoring Charge (VTR) is the share of the full shipments over 30 days. VTR doesn’t apply to Amazon FBA orders.

Amazon means that sellers ought to preserve a VTR larger than 95% for his or her shipments. In case your VTR is under 95% for a sure class, Amazon can prohibit you from promoting non-FBA. As an illustration, in case your VTR for cellphone chargers is under 95%, it’s possible you’ll not be capable of promote by self-fulfillment.

In case your VTR is under 95%, your eligibility to take part in Premium Transport and assured supply might also be affected.

{The marketplace} takes this metric significantly as a result of prospects depend on monitoring numbers to search out out the place their orders are and once they can count on their orders. So, it’s essential to enter the proper monitoring numbers. 

After all, human error occurs generally, and you may mistakenly enter just a few mistaken digits within the monitoring quantity field. However this error may be expensive to you as a vendor. You may as well automate your delivery course of to reduce monitoring errors. 

On-Time Supply Charge

The On-Time Supply Charge (OTDR) is a share of your whole tracked shipments which have been delivered by their estimated supply date, and it solely applies to seller-fulfilled orders.

Amazon means that sellers preserve an OTDR larger than 97%. Nonetheless, there’s no consequence for not assembly the goal. 

Though Amazon received’t penalize you for not assembly the OTDR goal, you must nonetheless intention to satisfy the goal to enhance your buyer satisfaction. Your prospects might go away constructive evaluations if their orders are obtained promptly.

Product evaluations

Product evaluations happen after a sale. After a buyer buys an merchandise, they’ll be prompted to depart a evaluation. Product evaluations are represented as a star score out of 5. 

Whereas Amazon doesn’t set particular evaluation targets, as a vendor, you must all the time intention for 4/5 stars. A excessive variety of constructive evaluations might result in extra Amazon gross sales.

It’s a good suggestion to maintain monitoring this metric, as you’ll be capable of discover out in case your patrons like your merchandise. Should you discover that your merchandise are constantly getting detrimental evaluations, it might be price evaluating whether or not you must proceed promoting that product.

Enterprise efficiency metrics

Your corporation efficiency metrics are numerical information that let you know how nicely what you are promoting is doing. In contrast to your efficiency metrics, Amazon’s promoting insurance policies don’t affect what you are promoting metrics— it’s merely the numbers what you are promoting is doing.


Periods are merely the variety of guests to your Amazon web page. Within the bodily world, periods are the guests that pop right into a retailer after seeing one thing that appeals to their eye within the home windows — sometimes called footfall. Consider periods like your digital footfall, the shoppers that got here to your Amazon web page (your retailer) after seeing one thing they favored.

Periods relate to your visibility as a vendor on Amazon; when you’re getting a number of periods, it displays a number of curiosity in your product. 

Unit Session Share Charge (UPR)

The UPR is the variety of models ordered by prospects divided by the full variety of periods. Take into account the UPR like web site conversions, however the guests (to your retailer) are transformed by trying out.

UPR is an efficient metric to trace since you’re in a position to establish whether or not prospects are changing and the place you can also make enhancements. Should you discover that you’ve a low UPR, this might imply that your product identify and picture are attracting customers on SERP, however one thing about your product web page is discouraging orders. This might be on account of your product descriptions not being nicely written for gross sales. You may optimize your product descriptions to realize extra gross sales and enhance your UPR.

Items ordered

Items ordered is the variety of models ordered throughout a sure interval. For instance, 300 models ordered throughout seven days. Nonetheless, don’t confuse this with “Complete Order Gadgets.” Your whole order objects are what number of orders you had for that individual merchandise throughout a sure interval.

For instance, let’s say you promote cellphone circumstances and a buyer orders two of the identical cellphone case. Your whole order merchandise for the pink cellphone case is 1 as a result of the cellphone circumstances had been offered as one order, however your models ordered is 2 — as a result of two cellphone circumstances had been ordered.

Your models ordered is a metric you ought to be monitoring for just a few causes. Items ordered immediately offer you a full view of what you are promoting operations, as unit orders relate to your:

Income: the variety of models you promote will decide how a lot income you earn. Should you observe your models ordered, you’ll be capable of see which intervals you promote essentially the most and least.

Accounting: whenever you observe what number of models you’re promoting, you possibly can evaluate your COGS together with your income, and also you’ll know the way a lot revenue you’re making.

Stock: the variety of models is recorded and tracked in your stock, so you understand when to restock out of your suppliers.

The place to search out your vendor metrics

Now that you understand the metrics to trace, you must know the place to search out the metrics in your Amazon dashboard.

This information may be present in three forms of Amazon reporting:

  • The Enterprise Report contains the next:
    • Unit session share charge
    • Items ordered quantity
    • Periods quantity
    • Purchase Field share charge
  • Stock reporting contains the next:
  • Vendor Efficiency reporting contains the next:
    • Vendor score
    • Efficiency metrics
      • Order Defect Charge
      • Pre-fulfillment Cancel Charge
      • Late Cargo Charge

Enterprise Report

Entry your Enterprise Report by logging into Vendor Central, going to the Stories tab on the high, and clicking Enterprise Stories.

From Enterprise Stories, sellers can view the expansion metrics for every of their merchandise by clicking on “Gross sales and visitors by ASIN.”

From this web page, sellers can view the metrics mentioned earlier: unit session share charges, models ordered, periods and Purchase Field share charges.

Vendor Efficiency Report

Efficiency metrics and vendor rankings are discovered by logging into Vendor Central, clicking the Efficiency tab on the high, and clicking Efficiency Metrics to view the ODR, Late Cargo and Pre-fulfillment Cancellation Charge.

You may examine your Vendor Score by clicking the Efficiency tab after which clicking Buyer Suggestions.

Develop your Amazon enterprise by repeatedly monitoring efficiency metrics

Client habits and preferences change continually. Maintain tabs in your viewers by constantly monitoring these Amazon efficiency metrics. 

Should you see that your metrics are leaning the mistaken manner, don’t panic! Use these insights to make enhancements. Possibly you replace your product web page based mostly on a low UPR or change your delivery provider based mostly in your On-Time Supply Charge. 

The objective isn’t perfection — it’s to behave rapidly. Test your efficiency metrics repeatedly, so you can also make changes to your Amazon buying expertise quickly after noticing adjustments in your reporting.


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