The Most Important KPIs for Amazon Sellers 

In the Amazon marketplace, where millions of products compete for attention, standing out is both an art and a science. 

That’s where Key Performance Indicators (KPIs) enter the conversation as the essential data points that illuminate your path to success on this global platform. 

However, these are not enough to navigate this dynamic landscape. Your business must adhere to many guidelines, from intellectual property rights to tax compliance.

With doola Formation and Compliance services, you can have peace of mind knowing that your Amazon business is secure from the start.

But first, let’s explore the most important KPIs for Amazon sellers to unlock their full potential!

Why Amazon Seller KPIs Matter

Amazon allows sellers to do much more than sell their merchandise online.

From a single central dashboard, they can carry out sales promotions, manage logistics, run marketing campaigns, and offer customer support.

However, this also means that there’s just so much going on it becomes impossible for sellers to keep track of everything and understand how their business is performing.

Amazon seller KPIs matter because they help you understand your Amazon store’s performance, from sales and profitability to customer satisfaction and operational efficiency.

1. Measuring Success

What gets measured gets managed! Tracking KPIs helps you understand what strategies are working and which ones need adjustments. 

For instance, monitoring conversion rates or sales velocity can help you gauge the performance of your products and make changes accordingly.

2. Identifying Strengths and Weaknesses

Knowing which areas of your business are excelling and where they need improvement is vital for any seller looking to succeed on Amazon. 

If your goal is to increase sales by 10%, you can use sales-related KPIs such as total revenue or conversion rate to identify what is hindering growth opportunities.

3. Staying Competitive

Tracking KPIs allows you to benchmark your performance against industry standards and top competitors. 

By identifying areas where your business falls short, you can work towards improving those metrics and staying ahead in the increasingly competitive Amazon marketplace.

4. Improving Overall Business Performance

Ultimately, the goal of monitoring KPIs is to improve overall business performance. 

By monitoring profitability and other financial metrics, sellers can make decisions that lead to increased sales, positive reviews, and, ultimately, a successful business on Amazon.

5. Making Data-driven Decisions

The data collected from Amazon KPIs helps you analyze trends, patterns, and customer behavior on the platform. 

This information can be used to optimize product listings, adjust pricing strategies, or expand into new categories based on customer demand.

6. Running Impactful Ads

Relevant metrics like click-through rates (CTR) or advertising cost of sales (ACoS) can help you determine which ads are performing well and which ones need improvement. 

This way, you can allocate your budget effectively and get a higher return on investment (ROI).

Now, let’s take a look at the most important KPI metrics for Amazon sellers.

Sales Performance Metrics

Tracking sales is like checking a person’s vitals, which is why it is the most effective way to track the impact on your bottom line.

We have rounded up some of the key components that will help you understand and measure these metrics to optimize your sales.

• Sales Revenue: This is the total amount of money generated from your product sales on Amazon within a specific time period.

• Units Sold: This represents the total number of units sold within a given time-frame. It helps you gauge the popularity of your products, adjust inventory levels, and prepare for seasonal fluctuations.

• Average Order Value (AOV): AOV measures the average amount customers spend in a single purchase transaction with you on Amazon.

• Conversion Rate: The conversion rate tracks the percentage of shoppers who visit your product listing page and make a purchase.

• Customer Acquisition Cost (CAC): CAC is calculated by dividing the total costs associated with acquiring new customers by the number of new customers within a specific period.

• Return on Investment (ROI): ROI reveals how much profit you have earned from each dollar spent on advertising or promotion efforts for a particular product listing or campaign. 

• Customer Lifetime Value (CLV): CLV predicts the total amount a customer will spend on your products throughout their lifetime.

• Lost Buy Box: This metric measures how often your products were not in Amazon’s Buy Box. If your product isn’t the default choice for customers, this can significantly impact your sales.

Customer Satisfaction & Feedback Metrics

Customer satisfaction and feedback metrics help you understand how satisfied customers are with the products and services they receive from a seller.

For example, Customer Satisfaction Scores (CSAT) can measure customer satisfaction with their purchases through post-purchase surveys or product reviews. 

Another important metric is the Net Promoter Score (NPS), which measures customer loyalty and the likelihood of recommending a seller’s products or services to others. 

Apart from these two, Amazon sellers should also pay attention to their Product Return Rate (PRR). A high PRR can indicate poor product quality or inaccurate descriptions, leading to dissatisfied customers.

Operational Efficiency Metrics

Operational efficiency metrics are KPIs that help you track and evaluate the effectiveness of your day-to-day operations on Amazon. 

These metrics give you an insight into how efficiently you are managing your inventory, sales processes, shipping, and customer experience:

• Inventory Turnover Rate: This metric tells you how quickly your inventory is being sold and replenished.

• Fulfilled by Amazon (FBA): If you use FBA services to fulfill orders, this metric shows the percentage of total revenue that goes towards paying for FBA fees.

• Order Defect Rate (ODR): ODR measures the percentage of orders that result in negative feedback or claims, such as A-to-Z Guarantee claims or customer chargebacks.

• Perfect Order Rate: This metric tracks the percentage of orders that are delivered without any issues like damage, incorrect items shipped or delayed delivery times.

• Pick-and-pack Process Time: Pick-and-pack refers to the steps involved in fulfilling an order, including locating the product in the warehouse, picking it up, and then packing it for shipment.

• Returns Rate: This metric tracks the percentage of orders that customers return due to damaged or incorrect products.

• Customer Response Time: This metric measures how quickly you respond to customer inquiries or complaints.

Advertising & Marketing KPIs

Every business must conduct promotions to attract potential customers to survive and thrive in a highly competitive marketplace like Amazon. 

However, if you do that without any proper tracking and analysis, you won’t even know how well or badly your marketing efforts have been performing.

• Advertising Cost of Sales (ACOS): ACOS measures how much you spend on advertising for every dollar earned in sales.

• Click-Through Rate (CTR): CTR measures the number of clicks on your ad divided by its number of impressions (how many times it was displayed). 

• Conversion Rate: Conversion rate tracks the percentage of visitors who make a purchase after clicking through one of your ads or landing pages.

• Third-Party Referral Rate: The third-party referral rate tracks how many purchases come from external sources, such as social media platforms or influencer recommendations, rather than directly from Amazon searches. 

• Return on Ad Spend (ROAS): ROAS measures the revenue generated from your ads for every dollar spent. It is calculated by dividing total ad revenue by total ad spend and expressed as a percentage.

• Cost Per Click (CPC): CPC tracks the cost of each click on your ad, and it directly impacts ACOS. A lower CPC can help reduce overall advertising costs and improve profitability.

Profitability & Financial Health Indicators

Profitability and financial health are crucial metrics for any business, and Amazon sellers are no exception.

• Gross Profit Margin: This metric tells you the percentage of revenue left after deducting the cost of goods sold (COGS).

• Net Profit Margin: Unlike gross profit margin, net profit margin takes into account all expenses incurred by your business, such as operating costs, taxes, fees, and marketing expenses.

• Shipped Cost of Goods Sold (COGS): This metric tells you the total cost of all the products sold and shipped. It is not based on the Average Selling Price but the seller’s cost price to Amazon.

• Net Pure Profit Margin (Net PPM): This metric measures Amazon’s profitability of your vendor account. A boost in Net PPM can allow you to take a more decisive approach in annual vendor negotiations.

• Cash Flow: It’s crucial to monitor both incoming and outgoing cash flows regularly to ensure that there is enough liquidity to cover operational expenses while still maintaining profitability.

Amazon Business Compliance & Business Formation — How doola Can Help

As a seller on Amazon’s global marketplace, you are subject to various laws and regulations at the national and international levels. 

If your business fails to comply with any state or federal laws, it could face fines, penalties, or even legal action. 

Also, many sellers overlook the necessity of having a formal business structure when starting their Amazon business. 

However, establishing a proper legal structure through incorporation or forming an LLC not only offers personal asset protection but also keeps your business compliant with the authorities.

Plus, incorporating your business will provide you with added flexibility while handling taxes since you can choose your filing status and claim tax deductions for business expenses.

Get started with doola Formation and Compliance Services to ensure that your business is set up in accordance with state and federal authorities, like the IRS.

We can help you choose the right legal structure for your business, prepare all the paperwork, and handle all necessary registrations, such as filing an Article of Organization or applying for an EIN.

Start a Successful Amazon Business Today!

At doola, we understand the complexities of starting an Amazon business, which is why our Formation and Compliance services can secure your business from the very beginning.

Our team will also assist in obtaining any necessary licenses or permits required to operate as an Amazon seller.

By partnering with doola, you can rest assured that every aspect of your Amazon business’s legal foundation is solidified right from the start. This not only protects you from potential legal issues but also builds trust and credibility with your customers.

Book a free consultation to take the first step towards securing your Amazon business for success and establishing a strong foundation for growth.

FAQs

How do I track my Amazon store’s sales performance effectively? 

The most effective way to use Amazon’s built-in analytics tool, which provides data and metrics on your sales, including total revenue, units sold, and average selling price. 

What role do customer feedback and reviews play in my store’s success? 

Positive reviews act as social proof, improve a product’s search ranking within Amazon’s algorithm, and help build trust among potential customers, leading to higher conversion rates.

How can I optimize my operational efficiency as an Amazon seller? 

One way to optimize operational efficiency is by using Fulfilment by Amazon (FBA in which Amazon takes care of storage, order fulfillment, and customer service, 

This allows you to focus on other aspects of your business, such as sourcing products and marketing.

What are the most crucial advertising and marketing KPIs for Amazon sellers? 

The primary objective of advertising and marketing on Amazon is driving more sales for your store. 

Therefore, some essential KPIs to monitor include the return on ad spend (ROAS), total advertising cost of sales (ACOS), click-through rate (CTR), and cost-per-click (CPC).