In the “Data Report” drop-down menu in the navigation bar of the seller center, there are 4 items that sellers need to view and use, namely payment, business report, advertising and return report.
In the payment report, you can see the details of the collection, refund and fees during the operation period, and you can set the time period to download the data, which is very helpful for sellers to check accounts during operation.
In the business report, the Amazon platform provides sellers with sales curves for monitoring and comparing sales and traffic-related data by time or by ASIN. Through these data, sellers can understand the sales amount, order quantity, average unit price, number of visitors and other data of their own stores in the vertical time dimension and the horizontal product dimension.
In the advertising report, you can view the clicks and spending of advertisements in the specified time period by time, view the advertising display and clicks of each SKU by SKU, and view the display and clicks, spending, sales cost ratio, etc. of each keyword separately. At the same time, sellers can also understand the clicks and purchases generated by consumers by entering which keyword to match which keyword they set. Through this report, sellers can obtain a large number of keywords. Filtering these keywords and putting them in your own advertising activities and product details can help optimize products and advertisements. In the advertising report, the homepage forecast bidding report can also provide sellers with the forecast bidding required when the advertising keywords are displayed on the first page of the search results. Sellers can compare the forecast bidding with their current bids and adjust the advertising bids: Other ASIN reports can let sellers understand the buyer’s entry path: The advertising plan performance report provides sellers with performance records of advertising activities in the past 60 days, such as exposure, clicks, advertising costs, etc., so that sellers can have a clearer understanding of their advertising and conversion. For more detailed operations on advertising and optimization, you can view the content of the advertising-related chapters of this book.
In the return report, sellers can view the store’s return status according to time periods, and based on data analysis, filter and eliminate products with excessively high return rates.
In short, the Amazon platform provides sellers with multiple dimensions of operational data in the data report. Carefully reviewing these data, and optimizing product details, adjusting advertising, and making more detailed financial arrangements in a targeted manner can make operations more efficient.