Amazon has organic rankings that favor listing more than anything else, which is why understanding the conversion rate of the listings is so important. Amazon has a few ways for you to do this.
By tracking the conversion rate, you’ll understand the changes that you make with every single listing, and how each change that you did or didn’t make have affected the rate of selling. This also is good for any marketplace changes, and that’s a good thing, because there are internal changes that occur.
So you have many tools that provide this. The tools usually will look at the sales rank of this, along with product category, and the tools will then estimate how much of an item that is selling on that based on the estimation of the sales rank for that category. We often find these to have higher margins though, so you should use other tools. Also, understand that amazon is broken up into multiple platforms, so we’ll go over each in this.
First, you’ve got seller central. This is very easy, quick, and affordable. What you do is you to reports, then business reports, then detailed page sales, and traffic reports by child item, or by whatever type of category you’re in. from there, you’re given this handy little report of information on the traffic and sales of the product on amazon, and how it works. There are a lot of great pieces of information, and it’s a very detailed report on everything that you have.
Then there is vendor central, which is if you sell to amazon through this, it’s a little more difficult, and a bit expensive. So you have two options.
The first, is the amazon retail analytics basic, and from there the reporting tools provide the correct sales diagnostics, the inventory, health, catalog, and also any forecasting tools as well.
You also have the premium package, which includes more reporting tools as well. This does come with a higher price tag, about 30K a year in some cases.
However, the only report to vendor central that shows this is in the premium, so you’ll have to pay a little bit extra on this, and you can look at the comparison rates of different items compared to previous timeframes that are there.
There are other platforms that you can try too. There is the same page view and the conversion data, but this isn’t available for those selling on KDP. In that case, you have a few other options.
With KDP users, the most obvious way to do this, is via book sales, but this is also the bestseller rank and status within amazon in an overall sense, and within each specific genre, category that you are in and where you’re showing up. This is a good way to see of any spikes in page reads and sales. However, keep in mind that the higher the sales rank is, the less frequently it’s updated. However, if you’re at a much lower level, it won’t show up as infrequently. You need to understand that by showing numbers that are accurate is a little bit hard.
This can be a process, and when you’re looking at your seller central report, it can be a bit hard, but if you sit down and you actually make sure that you have all of the reports and everything set up, you’ll be able to improve the conversion rate, and in turn, make this easier. Consider all of these when you’re working with it to get a detailed report on your stats.