The Ultimate Guide to Amazon FBA Business Reports: Unraveling Key Terminology for Sellers

The Ultimate Guide to Amazon FBA Business Reports: Unraveling Key Terminology for Sellers

 

Introduction: Mastering the art of Amazon FBA (Fulfillment by Amazon) requires more than just listing products. To thrive in this competitive marketplace, sellers need to harness the power of business reports to gain valuable insights, analyze performance, and make data-driven decisions. In this comprehensive guide, we will dive deep into the terminologies of Amazon FBA business reports, providing you with a fresh perspective and real-life examples to unlock the full potential of your seller journey.

1. Decoding Ordered Product Sales: At the heart of your success lies Ordered Product Sales, which represents the total value of sales generated from customers' purchases. It's a metric that directly reflects the revenue your products generate. Let's illustrate this with an example:

Imagine you run an online store selling handmade jewelry. In a month, you accumulate $10,000 in Ordered Product Sales. This figure represents the total amount customers have spent on purchasing your exquisite jewelry pieces.

2. Understanding Units Ordered: Units Ordered refers to the total number of individual units customers have ordered. It unveils the demand for your products and provides insights into their popularity. Here's an example:

Suppose you sell premium organic coffee beans. During a specific period, customers place orders for a total of 100 bags of coffee. In this case, your Units Ordered would be 100, giving you a clear picture of the demand for your coffee beans.

3. Unveiling Total Order Items: Total Order Items takes a step further by revealing the complete count of items ordered by customers, including multiple units of the same product. It helps you understand the overall volume of orders. Let's illustrate this:

If a customer purchases two bags of coffee and three boxes of tea from your store, the Total Order Items would be five. This metric enables you to gauge the actual number of items ordered, allowing for accurate inventory management.

4. Analyzing Page Views - Total: Page Views - Total highlights the number of times customers view your product listing page. It serves as a vital indicator of product visibility and customer interest. Consider the following example:

Suppose your newly launched smartphone accessory receives 500 page views in a week. This metric reveals the level of exposure your product has received and indicates the interest customers have shown by clicking through to your listing.

5. Evaluating Sessions - Total: Sessions - Total measures the total number of visits to your Amazon store or product listing pages. It unveils valuable insights into overall traffic and customer engagement. Here's an example:

Let's say you operate a store offering fitness equipment. Over the course of a day, your store receives 200 sessions. This metric reveals the number of potential customers who have visited your store or product pages, indicating the level of interest in your offerings.

6. Unraveling Featured Offer (Buy Box) Percentage: Featured Offer (Buy Box) Percentage holds immense significance as it determines the percentage of time your offer is displayed in the Buy Box—the prominent purchasing option on the product detail page. Here's an example to help illustrate its importance:

Imagine you sell electronic gadgets, and your Featured Offer (Buy Box) Percentage stands at 70%. This means that your offer is featured as the default purchasing option for customers in 70% of the time, providing you with a competitive edge.

7. Gauging Unit Session Percentage: Unit Session Percentage offers a powerful conversion rate metric, representing the ratio of units ordered to the number of sessions. It showcases the effectiveness of your product listings in driving sales. Consider the following example:

If your product receives 10 orders from 100 sessions, your Unit Session Percentage would be 10%. This indicates that 10% of the visitors who engaged with your product listing made a purchase.

8. Understanding Average Offer Count: Average Offer Count sheds light on the level of competition for a particular product. It reveals the average number of competing offers, allowing you to assess market saturation. Let's explore an example:

Suppose you sell a popular smartphone accessory, and the average offer count for that product is 20. This signifies that you are contending with 20 other sellers offering similar products, highlighting the need for a strong competitive strategy.

9. Delving into Average Parent Items: Average Parent Items is a metric that reveals the average number of parent items in a listing. Parent items are products that have variations, such as different colors or sizes. Understanding this metric can help sellers gauge the level of product variation and assess the market's demand for different options.

For example, if you sell t-shirts with variations in color and size, and your average parent items count is 5, it indicates that, on average, each t-shirt listing has 5 different variations available for customers to choose from.

10. Analyzing Total Order Items - B2B: Total Order Items - B2B is a B2B-specific metric that represents the total number of items ordered by business customers. This metric provides insights into the volume of orders and helps sellers understand the purchasing behavior of their B2B clientele.

For instance, if you primarily cater to B2B customers and your Total Order Items - B2B for a specific period is 200, it means that 200 items were ordered by businesses during that time frame.

11. Evaluating Page Views - Total - B2B: Page Views - Total - B2B measures the total number of times B2B customers have viewed your product listing pages. This metric is specific to your business customers and helps gauge their interest in your offerings.

For example, if you offer specialized office equipment for B2B customers and your Page Views - Total - B2B reaches 500 in a month, it suggests that potential business buyers have shown significant interest in your products.

12. Understanding Sessions - Total - B2B: Sessions - Total - B2B tracks the total number of visits to your Amazon store or product pages by B2B customers. This metric provides insights into the overall traffic and engagement of your B2B audience.

Suppose you sell industrial machinery to businesses, and your Sessions - Total - B2B for a week records 100 sessions. This indicates that your store or product pages were visited by B2B customers 100 times during that period.

13. Unveiling Featured Offer (Buy Box) Percentage - B2B: Featured Offer (Buy Box) Percentage - B2B specifically measures the percentage of time your offer is featured in the Buy Box for B2B transactions. It reveals the level of competitiveness among B2B sellers and the prominence of your offer in the B2B marketplace.

For example, if your Featured Offer (Buy Box) Percentage - B2B is 60%, it means that your offer is displayed as the default purchasing option in the B2B Buy Box in 60% of the instances when B2B customers visit the product detail page.

B2B Metrics: For sellers engaged in B2B (Business-to-Business) transactions, additional metrics specific to B2B sales provide deeper insights into performance. These metrics include Units Ordered - B2B, Total Order Items - B2B, Page Views - Total - B2B, Sessions - Total - B2B, Featured Offer (Buy Box) Percentage - B2B, Unit Session Percentage - B2B, and Average Parent Items.

Inventory Performance Index (IPI): IPI is a score that assesses a seller's overall inventory management efficiency. It considers factors such as excess inventory, sell-through rates, and stranded inventory. Maintaining a high IPI is crucial for avoiding storage fees, storage limits, and maximizing sales potential.

Example: If a seller has excess inventory that is not selling well or stranded inventory that is not available for purchase, their IPI score may be negatively affected.

Conclusion: Understanding the key terminology used in Amazon FBA business reports empowers sellers to uncover invaluable insights into their sales performance, customer engagement, and competition. By comprehending metrics such as Ordered Product Sales, Units Ordered, Total Order Items, Page Views - Total, Sessions - Total, Featured Offer (Buy Box) Percentage, Unit Session Percentage, and Average Offer Count, sellers can make informed decisions and optimize their Amazon FBA strategies for success.

Embrace the power of business reports, leverage the terminologies effectively, and propel your Amazon FBA business to new heights, armed with the knowledge to drive growth and maximize profitability.

 

By JMG 

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