That old cliche about “working smarter, not harder?” It’s just as true in eCommerce sales as it is in any other industry.
But intelligent sales are dependent on one critical element: performance metrics. And while some metrics and KPIs may vary slightly between channels, they’re relatively consistent for the most part. That’s not the case with Amazon.
Amazon seller performance metrics don’t just measure your sales. They impact both your ranking on Amazon Marketplace as well as your overall visibility. They can give you insight into what you’re doing wrong as much they can about what you’re doing right. And if you’re not paying careful attention to performance metrics, you might find your shelf life as an Amazon seller could be much shorter than you expected.
Who Are Amazon Performance Metrics For?
Virtually any seller, individual or professional, can benefit from reviewing even the most basic performance metrics on Amazon: payment reports, return reports and general performance reports. But only Amazon Professional Sellers are able to access more in-depth performance updates, including traffic, product listings, sales performance and regular business and inventory updates.
How Does Amazon Measure Customer Engagement?
Amazon measures both your performance and customer engagement through the following metrics:
Buy Box Visibility
Buy Box Visibility
Amazon’s Buy Box placement is probably one of the most competitive metrics to be aware of. And with good reason. It’s the first option a buyer sees when reviewing a listing. In fact, an estimated 82 percent of all Amazon sales occur through the Buy Box feature. And if you have a highly competitive product, winning Amazon’s Buy Box is critical; an estimated 64 percent of all users never bother clicking on more than the first three results of a search.
There’s numerous factors at play Amazon uses when considering your Buy Box eligibility, including:
In short? Your eligibility for Amazon’s Buy Box isn’t a question of luck. It’s a question of customer service.
How your product ranks in search results is never the easiest metric to uncover. And Amazon doesn’t make it any easier. In fact, they’re notoriously tight-lipped on the analytics their own proprietary A9 algorithm uses to determine your placement in search results. But one rule of thumb to keep in mind is that a large percentage of it will likely depend on product relevancy and search compatibility.
How do you ensure product relevancy?
Include only relevant information in your product title.
Make certain your product description is accurate and precise.
Summarize your description with concise and relevant bullet points.
Ensure high resolution images in your listing.
Develop a comprehensive keyword research strategy.
Revise and audit keyword strategies frequently for best results.
Product Reviews And Seller Ratings
Just how relevant are product reviews? Consider the following:
Almost 95 percent of all online consumers read reviews prior to making a purchase.
The average conversion rate for an online listing containing a review is 270 percent.
Customers are 31 percent more likely to purchase from a business with positive reviews.
94 percent of online consumers have indicated a negative review convinced them not to purchase a product.
80 percent of customers have reported being unable to trust a business with a review rating of less than four stars.
Amazon didn’t just become the largest global eCommerce retailer strictly on convenience alone. Their strength since day one has always been by providing critical, unbiased reviews. And that’s going to be the single most vital performance metric you’re going to have.
It’s also the most unpredictable. You can’t buy an Amazon review. And there’s always going to be at least one customer who’s never going to be satisfied with both your product and their order. That’s the bad news. The good news is that fake and unfairly malicious reviews are something both Amazon and regular users are acutely aware of; so much so, Amazon is constantly revising community guidelines to be more inclusive and transparent for both merchants and consumers.
More sales means more feedback. Review your unit session percentage rate and your order rate constantly. Both can be found in your Amazon FBA Inventory report. f you’re noticing that they’re not fully aligned with your seller rating, consider the following:
Is your product priced non-competitively?
Are you offering soft sell incentives such as free shipping or bundled packages?
Is there an inventory management plan in place for high traffic items?
Are there ways you can help improve product visibility?
Have you established a comprehensive Amazon account management plan?
How proactive are you in addressing customer service concerns?
Are You Ready To Grow Your Amazon Business?
Color More Lines provides white glove, global account management of your ecommerce platforms so mission-driven companies can focus on new product development, branding and growth strategies. Find out more at Color More Lines.