Running an Amazon business might appear to be simple enough; list your product, and watch the sales roll in. But anyone who’s actually spent time behind the dashboard knows there’s a lot more going on.
Success in this space isn’t just a simple matter of how much you’re selling. It requires delving deeper into what the numbers say, beneath the surface. And unless you’re regularly checking the right data points, you might be missing signs that something’s off, or missing a chance to scale up faster.
You might be getting clicks, but are those views turning into purchases? Your conversion rate (called “unit session percentage” in Amazon’s terminology) shows how well your product page is doing its job.
A healthy rate means your pricing, images, and descriptions are landing well. If it's low, something’s not quite right, and you may want to consult an agency like Fluid Marketplaces.
This stat is often where sellers realise their listing isn’t working as hard as it could. You might be attracting attention, but failing to convince people to click “buy”.
Traffic matters, too - if nobody’s looking at your listing, it doesn’t matter how polished the page is; you won’t have enough people there to convert in the first place.
Keep an eye on your session volume (individual visits) and impressions (how often your product appears in search results). A sharp drop might mean your ranking has dipped. A sudden boost could be thanks to a successful promo or positive review push.
If you're not winning the Buy Box, you're not making the sales. Buy Box share is influenced by a few things, like pricing, seller rating, and how quickly you ship. If you see a sales dip without an obvious cause, check whether you’re still in control of the Buy Box. Especially for resellers, this one’s a big deal that you can’t afford to slip up on.
Returns don’t just eat into margins; they can also point to deeper problems. Maybe there’s a recurring issue with sizing, or a packaging flaw that means items keep on arriving damaged. The reasons vary, but the outcome is the same: more hassle for the customer, and a potential hit to your reputation.
Dig into your return data regularly. It’s one of the fastest ways to spot problems, such as returns, before they start to show up in reviews.
Star ratings matter, sure, but it’s the text inside reviews that often tells the real story. Are buyers praising a particular feature? Are they consistently complaining about something you thought was fine? Those comments offer a roadmap for tweaks - both to your product and your listing.
Keep an eye on competitor reviews, too. If they’re slipping up in areas you handle well, it could be an opportunity to create better customer connections and stand out.
Watching the right data helps you fix small problems before they become big ones. And in a marketplace as competitive as Amazon, that kind of insight gives you the edge. You don’t have to track every single stat Amazon offers. But keeping a regular look at these key areas is what separates the average storefronts from the ones that last.