On March 29, 2022, Amazon’s customer shopping mobile app launched a new feature: comprehensive business reports. While this information has always been available via the Amazon web and mobile browsers, it was not accessible to sellers using the mobile app. The new feature aims to help companies boost sales, no matter which platform they use for business.
What Are Business Reports?
Amazon’s business reports allow users to view data related to the traffic and usage of their websites. Mobile app data is helpful because it helps businesses track valuable data such as which items sell most consistently, how often users visit the seller’s page, and what percentage of visitors complete a purchase.
What Are the Different Types of Reports?
Amazon offers at least three types of business reports. Understanding each report’s purpose keeps businesses from wasting valuable time making sense of unnecessary information.
Sales and Traffic Details Page
This detailed report allows users to analyze data related to each product. Information is sorted by product ASIN, or Amazon Standard Identification Number. Sellers can also organize this data by date range.
Sellers wanting broader analysis can view products at the parent level. This data tier shows information related to general categories of products, such as shirts or pants. For more specific data, sellers can sort products by child-level ASIN. This level of analysis provides more precise data, such as which color or style of pants is most popular.
Sales and Traffic
A standard sales and traffic business report strikes the happy medium between too much and not enough information. Sellers can see primary data about each product and transaction sorted by month, week, or even day. This page requires viewers to sift through the minutiae, but it does not get bogged down by child-level analysis.
Sellers turn to the sales dashboard for a simple overview of data metrics. This dashboard breaks down information via easy-to-read charts and graphs comparing sales between weeks, months, and years, much like an infographic. The dashboard offers a quick glimpse at average performance and sales data.
Where Can Sellers Find Mobile App Data?
Amazon businesses can find their business reports on the Seller Central page of the mobile app. Sellers can find the Reports section under the page’s main tab. Orders appear here once the seller has completed the transaction.
How Can Sellers Use Reports?
Amazon business reports detail a wealth of valuable information for businesses, allowing them to make better decisions in the future. When used correctly, business reports help sellers save money, grow their customer base, and cater their products to fit popular demand.
Although every report serves a different purpose, each enables businesses to track and utilize invaluable metrics, including the following:
Sessions are defined as the number of interactions on a seller’s page within a given time frame. For example, if a potential buyer goes to your website, clicks on several pages, and then leaves the site, that is considered one session. If that same buyer returns to the site later, a new session begins.
Sessions are also broken down into individual page views, but it helps to know the average time each customer spends on a seller’s page. On e-commerce sites such as Amazon, customers often look around for a while before adding an item to their cart or wish list. When multi-page navigation is reflected in session data, it suggests that the seller has a good grasp of customer demand. However, having more sessions than page views implies that customers often leave without exploring the site. This skewed ratio suggests that a seller’s website leaves something to be desired.
Additional traffic data is necessary to help sellers determine their transaction conversion rate. Reports determine this percentage by dividing the number of orders by the number of sessions. For instance, if 75 out of 100 sessions result in a purchase, the conversion rate is 75%.
The average Amazon conversion rate depends on several factors, but perhaps the most notable one is a seller’s status. Prime members can expect a conversion rate of 70% or higher. Sellers without prime status see a substantial drop in conversion rate, averaging less than 5%. For these members, cresting 10% is a sign of good business.
Amazon’s unveiling of business reports for mobile app users helps businesses of all sizes make better decisions about their product offerings and prices. Sellers who combine analysis of the business reports tool with help from a business growth expert such as ScaledOn can increase customer engagement and revenue and achieve lasting success.
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