Amazon data report: comprehensive analysis from advertising to sales
As the world’s largest online retailer, Amazon not only provides merchants with a broad sales stage, but also helps merchants better understand and optimize their sales strategies through a series of data reporting tools. This article will combine the data analysis report of Amazon’s US site and its advertising data report to deeply explore how Amazon helps merchants grow.
Amazon US site data analysis report
In 2019, the Amazon platform welcomed a large number of new merchants. According to statistics, during this year, Amazon added nearly 1 million new merchants to the entire site, of which the US site accounted for 391,905. However, not all newly added merchants can be active in the market. Data shows that only a few merchants have actually put their products on the shelves. Among them, how many of them can obtain positive feedback from consumers is even more precious. On the US site, there are more than 730,000 merchants with products for sale, but only about 200,000 receive customer feedback every month.
It is worth noting that on the Amazon platform, merchants using FBA (Fulfillment by Amazon) services account for a large proportion. It has been observed that most of the top-ranked merchants have chosen to use FBA services to improve customer shopping experience. Especially for non-local merchants, FBA has almost become a key bridge connecting the international market and localized services.
In addition, electronic products have become one of the most popular categories on Amazon’s US site, accounting for 20%, followed by clothing/shoes/jewelry (17%), home furnishings (13%) and health & home ( 12%) etc.
The importance of advertising data reporting
Amazon’s data reporting is not limited to the sales level, but also includes analysis of advertising effectiveness. Through advertising data reports, sellers can understand the performance of keywords, including key indicators such as click-through rate, conversion rate, and ACoS (ratio of advertising expenditure to sales). This is crucial for optimizing advertising strategies. Sellers can adjust keyword selection based on this data and even make corresponding changes to advertising budgets.
Specifically, the campaign name and ad group name are preset by sellers to help manage advertising for different types of products. By analyzing the difference between the search terms actually used by customers and the keywords set by sellers, the target audience can be more accurately located and the advertising effect can be improved.
Application of data reporting
The data reports provided by Amazon cover many aspects such as payment, business performance, advertising performance and returns. For example, in business reports, sellers can view sales curve charts to understand sales trends within a specific time period; while in advertising reports, sellers can analyze the performance of each SKU or keyword in detail to make more informed marketing decisions. decision making.
The return report cannot be ignored either. It allows sellers to track items with a high return rate, helping to adjust inventory or product quality in a timely manner.
To sum up, the Amazon platform provides merchants with valuable insights through its detailed data reporting system, helping them stand out in a highly competitive market environment. Whether you are a novice or an experienced seller, you should make full use of these resources to enhance your competitiveness.