Success on Amazon isn’t just about listing a product and hoping for the best, it’s about using data-driven insights to optimise your listings and increase sales. Amazon provides various analytics tools that help sellers understand customer behaviour, track performance, and refine their strategy.

This guide will explore the key Amazon analytics tools and how to use them to improve your product listings.

1. Amazon Seller Central Analytics

If you’re a third-party (3P) seller on Amazon, Seller Central offers a wealth of data to track performance. The most important reports include:

Business Reports

These reports provide insights into sales trends, conversion rates, and customer engagement. Key metrics to monitor:

• Unit Session Percentage (Conversion Rate): The percentage of visitors who purchase your product. A low rate indicates the need for better images, descriptions, or pricing.
• Sessions & Page Views: The number of visitors and how often they view your listing. Your listing may need optimisation if views are high but low conversions.
• Buy Box Percentage: The percentage of time your product appears in the Buy Box. If it is low, consider adjusting your pricing or fulfilment method.

Search Term Report

In the Advertising Reports section, this report reveals which search terms customers use to find your products. Use it to:

Identify high-performing keywords and integrate them into your titles, bullet points, and backend search terms.
Remove irrelevant or underperforming keywords from PPC campaigns.
Discover new opportunities for product expansion.

Customer Reviews & Feedback

Monitoring reviews and feedback helps identify common issues and improve product quality. If you notice recurring complaints, consider updating your description or modifying your product to address customer concerns.

2. Amazon Brand Analytics (For Brand-Registered Sellers)

If enrolled in Amazon Brand Registry, you can access Amazon Brand Analytics (ABA), which offers deeper insights into customer behaviour and market trends.

Search Frequency Rank & Customer Insights

This tool helps identify the most popular search terms and how customers interact with different products. Use it to:

Adjust your keyword strategy based on real-time search trends.
Identify competitor products that customers frequently compare to yours.
Spot opportunities to refine pricing, imagery, or messaging.

Market Basket Analysis

This report shows what products customers frequently buy together. It’s useful for:

Creating product bundles to increase average order value.
Adjusting PPC campaigns to cross-sell related items.
Understanding which complementary products to stock.

Repeat Purchase Behaviour

This report reveals how often customers reorder your product. If you have a high repeat purchase rate, consider:

Enrolling in Amazon Subscribe & Save to encourage recurring purchases.
Running targeted email campaigns to upsell or offer discounts.

3. Amazon Advertising & PPC Data

If you run Sponsored Ads, Amazon’s Advertising Console provides essential data to optimise your campaigns. Key metrics to track:

• ACoS (Advertising Cost of Sale): The percentage of sales spent on advertising. A high ACoS may indicate poor targeting or expensive keywords.
• CTR (Click-Through Rate): A low CTR suggests your ad isn’t appealing—consider tweaking your title, image, or ad copy.
• Conversion Rate: If clicks are high but conversions are low, your product page may need improvement.

Optimising Listings Based on PPC Data

Use High-Performing Keywords in Your Listing: Identify keywords with high conversion rates and incorporate them into your title, bullet points, and description.
Improve Product Images – If ads generate traffic but don’t convert, your images may not be compelling enough.
Adjust Pricing – Competitors may offer better value if customers click but don’t buy.

4. External Traffic & Performance Metrics

Amazon now provides Brand Referral Bonus Reports, which track traffic from external sources like Google, social media, and email marketing.

Why External Traffic Matters

Amazon rewards sellers who drive external traffic by improving their ranking. Use analytics to:

Identify which external platforms generate the most conversions.
Optimise social media and Google Ads to target the right audience.
Track ROI on influencer marketing and email campaigns.

Final Thoughts

Amazon analytics provides invaluable insights into your customers, competitors, and overall performance. By regularly reviewing key metrics and adjusting your strategy, you can:

• Improve conversion rates.
• Refine your keyword strategy.
• Boost sales and profitability.

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