AMAZON / ANALYTICS & INTELLIGENCE
Amazon analytics: which reports to read and which decisions they support.
Amazon analytics is the set of Seller Central reports on sales, traffic, search terms and advertising. This page covers what each shows and which metrics drive decisions.
WHAT THIS TOPIC COVERS
Amazon gives sellers more reports than a small team can read.
Each report answers a different question, and none of them shows margin on its own. Read together each week, they point to the next decision: which product to push, which keyword to fund or which listing to fix.
- Business Reports: sessions, conversion and sales by product
- Advertising reports: spend and the sales attributed to it
- Brand Analytics, including Search Query Performance
- A weekly view that puts sales next to fees and margin
FREQUENTLY ASKED
Amazon analytics questions.
What is Amazon Brand Analytics?
Brand Analytics is a set of Seller Central reports available to brand owners enrolled in Amazon Brand Registry. It covers the search terms buyers use, the queries that lead to the brand's products, products bought together, repeat purchases and, in some marketplaces, buyer demographics. Access requires the brand-owner role in Brand Registry.
What does Search Query Performance show?
Search Query Performance shows, for a brand's products, the search queries that led to impressions, clicks, add-to-carts and purchases, and the brand's share of each against all products shown for that query. It reveals where a listing is seen but not chosen, and where it converts. It is one of the Brand Analytics reports.
Which Amazon metrics matter most for decisions?
Conversion rate by product, click-through on search results, share of the main search queries, advertising cost against total sales, weeks of stock cover and margin per unit after fees. Together they tell whether a product has a traffic, listing, price or stock problem. Other metrics help explain one of these.
Does repeat purchase data matter for every product?
No. Repeat Purchase Behavior is most useful for consumables and products bought again on a regular schedule. For products bought once, conversion and search share say more about how the listing performs.
GUIDES
Guides on Amazon analytics.
Reading Amazon reports
Brand Analytics, Search Query Performance and the key metrics are covered above; the topics below turn those numbers into listing, advertising and fee decisions.
RELATED TOPICS
Where the numbers lead next.
PPC & advertising
Advertising reports, search terms and bids read against total sales.
Fees & profitability
Fees, storage and returns, the costs that sales reports leave out.
NEXT STEP
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