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I promise you I am not attempting to start a heated debate about “what matters” on Amazon for brands and agencies. The only outcome in that scenario is a Pyrrhic victory at best. My intention is to help those focused on growing Sales on Amazon figure out which data points to pay attention to, and how to think about them as they relate to success on the channel.
In our last post, I outlined the Operations data that is available to brands on Vendor Central or Seller Central. Remember, we are operating from the definition of Operations data as, “The set of reported metrics Amazon makes available directly relating to your sales and traffic performance on the platform.” This collectively includes revenue, traffic, and inventory data that will help you paint an accurate picture of Amazon performance for your team internally or your clients looking for guidance.
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Last post, we gave you a few options for how to report on Amazon data, specifically Amazon Advertising API data and Operations data that you can extract from Seller Central or Vendor Central. If you are just getting started in running your Amazon-focused digital agency or managing your own brand on the platform, the obvious next step is to now figure out what you should report on to communicate the most important KPI’s on Amazon. In order to do that, you’ll need to first understand what data is available to you in each respective platform, Vendor Central and Seller Central, and where to locate the reports that contain the metrics. Please note that this was written in June of 2019 and the available information in Amazon is subject to change, as Amazon often does. In this article, we’re going to focus on Operations data that is available and will move on to which metrics to present (visually report) and how Amazon Advertising API data fits into this mess in the next few weeks’ worth of posts. As a working definition for ‘Operations’ data, we will use this: “Operations data is the set of reported metrics Amazon makes available directly relating to your sales and traffic performance on the platform.”
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