Key Metrics D2C Businesses Should Track On Amazon To Boost Their Sales
Jan 20, 2022
10 min read
According to Statista, the monthly mobile audience on the Amazon marketplace app is around 98 million! It is no surprise how popular Amazon has become among customers. According to a survey by Feed Advisor, from a sample size of 2000+ customers from the United States of America, around 89% of the shoppers say that they are more likely to purchase items from Amazon over any other eCommerce website. There’s no denying that this marketplace has gained immense trust among online shoppers. Currently, the marketplace boasts a high percentage of loyal and repeat customers. Winning consumer trust is the foundation of building a successful business, especially when selling online. Today, direct-to-consumer brands need to be consistent and honest with their product experiences, even on Amazon.
Being an e-commerce business owner is not easy in this digitally growing world. As an e-commerce business owner, you need to make sure that wherever you are selling, be it Amazon or your website; you have the metrics of your e-business in control. It is essential as a business owner to have complete knowledge of products, marketing strategies, and digital presence. Metrics can be tough to decipher and decode. It is essential to know which ones to focus on and improve. It is also necessary to know which metrics would take businesses far and which ones can be ignored. As a seller, you should put your time and effort into giving you significant results and helping your business the most.
Amazon metrics work the same. While there are multiple Amazon metrics, most sellers do not know which ones to use and how. Before we move on to the critical Amazon metrics, it is essential to understand what Amazon metrics are.
What are Amazon metrics?
One of the significant advantages of Amazon Performance Metrics is that it helps businesses to work towards enhancing consumer satisfaction and significantly improves the customer experience of products on Amazon. Amazon metrics help sellers come off as high-quality and allow customers to assess the quality of products and the sellers.
Amazon metrics help increase sellers' sales and help them increase ranking and general visibility on the Amazon website. These metrics help sellers know what they might be doing wrong and what must be done right.
Source: Pexels
Amazon metrics can help you identify what can be improved to strengthen your Amazon account and help form better marketing strategies and achieve high consumer satisfaction. Following Amazon metrics ultimately would help sellers in increasing profits and sales. It also allows sellers to get into selling in private and gated categories.
As a seller follows Amazon metrics to sell, it becomes easier to satisfy consumers and be an Amazon-appropriate seller. It also increases the chances of selling specific products. It is not easy to get Amazon to approve you, like electronics, food, beauty, and health.
Amazon's performance metrics affect sellers' sales and their reputation on Amazon in general. If an account has to be restored and is in talks of being suspended, the seller's metrics are taken into account while making a decision.
Sellers need to understand and check Amazon performance metrics regularly to keep up with the product sales statistics, track the business on Amazon, and work on and improve in the areas where the sellers lack.
Ultimately, Amazon's performance metrics take sellers a long way forward along with increasing their sales. Amazon metrics ensure the long-term stability of sellers with Amazon. Individual and pro sellers can both benefit from Amazon's performance metrics.
What are some key Amazon metrics to help the sellers?
As Amazon metrics can become the defining point in continuing business with Amazon, let's look at some key Amazon metrics.
Unit Session Percentage Rate
The Unit session percentage rate is a widely used term for conversion rate. It is the number of people who – out of all the people visiting your product on Amazon – actually end up buying the products. In simpler terms, it means the number of people you can convert into buyers out of all the potential buyers that end up landing on your product.
A high Unit Session Percentage Rate would mean more people are buying your product, which indicates that your product listing is well-done and your product is coming out to be attractive to the customers. On the other hand, a low conversion rate would indicate that you need to improve your listing and add more pictures or content to sell your product better.
A high conversion rate leads your products to move up the pages and receive a high ranking.
Pre Fulfilment Cancellation Rate
The pre fulfillment cancellation rate refers to the number of customers who cancel already placed orders without being fulfilled.
Sellers must ensure that the products listed for sale are stocked and present in the inventory. Otherwise, if a customer places an order and the seller fails to acquire and send it, the order would have to be canceled before delivery, and this hampers your credibility.
The maximum pre fulfillment cancellation rate for Amazon is 2.5%, and if a seller keeps doing the same and the rate rises above this, Amazon considers such businesses to be unreliable.
Best Seller Rank
Every product listed for sale on Amazon has a Best Seller Rank. It is the number of units a product has sold compared to all the other products in a particular category. Hence, number one rank would mean that that specific product has been sold the most in a category, rank two means that that product has been sold the second most in the category, so on and so forth.
Source: Pexels
Best Seller Rank is one of the most critical metrics; it explicitly shows the number of units a product sells compared to its competitors. A low best seller rank – which is good – means that the product would receive high traffic, and the seller can use this traffic to increase the number of customers.
Inventory Dispatch Rate
Inventory dispatch rate only affects those Amazon sellers who keep an inventory with Amazon to sell further and dispatch the products.
Inventory dispatch rate keeps track of how well a seller maintains their inventory with Amazon.
A few things to keep in mind to maintain a healthy inventory dispatch rate is that the inventory should neither be overstocked nor be understocked, especially during peak sale seasons. It leads to the inventory dispatch rate falling.
Another essential thing to remember is that problems with product listings can hamper the sale of a product, which leads to a decrease in inventory dispatch rate.
Order Defect Rate
Order defect rate is another crucial Amazon metric to take care of. It is the number of people who are dissatisfied with your product or unhappy with the delivery.
Amazon tracks order defect rates very closely and takes them seriously.
There are three order defect rates: A-to-Z guarantees claim rate, Credit card chargeback rate, and Negative feedback rate.
Amazon has laid down guidelines to decide what claims are against a seller's order defect rate and hold sellers accountable and responsible for defects in their products.
The order defect rate is calculated based on all the customers that a seller has sold to in the last 60 days, and if the rate is over 1%, then Amazon is likely to suspend or deactivate such business accounts.
Buyer Seller Contact Response Time
Contact response time refers to the number of messages that a seller replies to, of the consumers, within 24 hours of receiving the messages. Amazon requires sellers to respond to the customers within 24 hours of receiving the message, and if the sellers take longer than that, it would have a negative response on the contact response time.
No matter what the day is, the 24 hour response time is a standard that Amazon follows to deliver good customer service, and Amazon expects sellers to follow the same. Hence, sellers must regularly check customer messages and respond to them to stick with Amazon's contact response time.
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Saffron Edge can help your business utilize consumer data and metrics to target relevant shoppers. Our Amazon marketplace strategies are developed to lower your ACOS and boost your ROAS. Contact our experts today to know more!
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Why is My Amazon Listing Suppressed?
Ever listed products on Amazon, hoping for a sales bonanza, only to find your listings mysteriously vanish? It's a head-scratcher, right? Well, you're not alone. Many sellers face the same issue – it's called Amazon listing suppression. And knowing why it happens is vital for your success in the world of Amazon sales for their Suppressed listing. Amazon is among the biggest online shopping hubs on the planet. Everyone wants a piece of the action, from huge brands to small businesses. It's a chance to reach a massive audience, boost your sales, and build your brand. On Prime Day 2022, Prime members made an impressive 300 million purchases, averaging 100,000 transactions per minute. Additionally, they collectively saved a remarkable $1.7 billion, setting a new record surpassing all previous Prime Day events. So, to grow on this opportunity, many businesses are taking their business on Amazon. But here's the catch: Amazon has rules and some seller code of conduct. Lots of them. And they expect your listings to follow those rules. You can't just list your products and forget about them. Neglecting your listings can lead to Amazon hiding them or, in really bad cases, kicking you off the platform. In 2022, sales for brand owners on Amazon shot up by more than 20% compared to the year before. That's a big deal! It shows that Amazon is a place of big opportunities but also a place of fierce competition. In this blog, we will uncover the mystery of Amazon listing suppression. We will explain why it happens, what could go wrong if it does, and, most importantly, how to stop it from happening to your listings. If you face the danger of having your product listing suppressed on Amazon, we are here to help you! So, come along as we uncover the secrets of Amazon listing suppression and give you the know-how to keep your products in the spotlight. Why Your Amazon Listings Are Getting Removed? Amazon is known for its stringent guidelines to maintain a high-quality customer shopping experience. When your Amazon listings don't meet these standards, they can get removed or suppressed. Here are some common reasons why this might happen: The Main Image is Missing Imagine starting to create a product listing and you forget to add the main picture. It's like leaving your product without a face on Amazon. And Amazon doesn't like that. They need a main image to show customers what they're buying. You can use a placeholder image at first, but you will want to replace it with the real deal later. Object Does Not Meet Requirements Some products are not allowed on Amazon; others might require special permissions to sell. Amazon might remove the listing if you are trying to sell something that falls into one of these categories or if your product doesn't meet safety and authenticity standards. To avoid this, be sure you are selling products that are allowed and safe to use. Too Long Title Amazon has limits on how long your product title can be. If you go over those limits, they might remove your listing. The idea is to keep titles concise and easy to read. In order to avoid this situation, you need to keep in mind that your title should accurately describe your product without being too wordy. Assigning a Promotional Title Amazon doesn't allow certain sales words in your titles. No "special launch offer" or "best product ever" talk. Also, using words like "best" and "top-rated" can get your listing hidden. So, check Amazon's rules on what words you can use in your titles and stick to those. It is better to not use such words to avoid getting suppressed listing on Amazon. Multiple Entries Sometimes, when you add your products to Amazon's catalog, you accidentally create several listings for the same item. Amazon doesn't like this clutter. They may hide these duplicates. But it's usually a simple error, and you can fix suppressed listings by contacting Amazon or removing the extra listings. You can give unique codes or names to your products to avoid getting notified by Amazon. This is the key to fix suppressed listings. Missing Characteristics Amazon asks for specific details about your product, like its size, color, and other important attributes. If you leave these fields blank or provide incorrect information, your listing could be removed. It is important to provide accurate and complete product information to avoid this issue and try to add all the relevant information without forming a clutter situation. How to Check if Your Suppressed Listing on amazon has been removed? Keeping tabs on your Amazon listings is essential so that the seller can check the status of the product listings regularly. This means the responsibility falls on you as a seller to check the status of your product listings regularly. Even if you have the product in stock, if Amazon removes the listing, customers won't be able to buy it from your business. Staying informed about Amazon's policies is vital to prevent your product on having suppressed listing. As an Amazon seller, you have several options to monitor your listings: Regular Manual Checks: "Suppressed" button in the primary menu bar will indicate suppressed listing for your products. You can check the list there and get it rectified to make your products visible on the platform. A product page needs to be reworked if there are issues. In some cases, you will have to create an entirely new listing from scratch. Check this on the Inventory tab and select Manage Inventory. Check if you can see a link for your suppressed listings. By clicking on it, you will know which items are flagged for you. If not, you're clear. Amazon Seller Software: You can consider investing in reliable Amazon seller software to make you aware of Amazon listing suppression. These tools identify suppressed listings for you and save you time for other essential business tasks. With such software, you can quickly locate removed listings in the "Manage Inventory" section, even if you don't have any suppressed listing on Amazon. What Role Can Suppressed Listings on Amazon Play in Your Company's Success? Companies need to make sure that their products comply with Amazon's guidelines is the best way to prevent listing suppression. You can manage product compliance through Seller Central and use resources like the Amazon Listing Quality Dashboard to identify listings at risk of suppression. Amazon's guidelines are crucial to follow especially for your suppressed listings on Amazon. If Amazon suppresses one of your listings, it won't appear in search results or be visible to customers. Without visibility, your product won't attract your target audience, resulting in lost sales. Important Factors To Consider For Amazon Listing Here is a checklist for you to consider to fix a suppressed Amazon Listing: Amazon Algorithm and SEO The Amazon algorithm is a navigational guide for your products within the platform. Its operation significantly influences where your products surface in search results. You need to know this algorithm and apply effective SEO techniques like Amazon Advertising, Amazon Video Ads, and Amazon PPC automation to enhance the visibility of your listings and attract potential customers. Amazon SEO involves optimizing various elements, such as product titles, descriptions, and keywords, to ensure your listings are readily discoverable. Amazon Marketplace Optimization is another aspect that can help you increase your visibility. Customer Reviews and Ratings Customer feedback wields a substantial influence on Amazon. Positive Amazon reviews and high ratings are important in building trust and credibility among potential buyers. Actively encouraging customers to leave reviews, promptly addressing their feedback, and consistently maintaining an exemplary reputation can lead to more buyers selecting your products. Inventory Management Proficient inventory management resembles a finely tuned balancing act. It entails maintaining an optimal stock level at the right time. Depleting stock levels can result in lost sales and adversely affect your product rankings on Amazon. Conversely, overstocking can tie up your financial resources and storage space. Amazon's Brand Registry For brand owners, Amazon's Brand Registry offers a protective shield against counterfeit products and brand infringements. Brand registration gives you greater control over your product listings and provides intellectual property safeguards. This control secures your brand's reputation and enhances the overall customer experience. Some Amazon marketplace hacks can help you carry out your business safely. Enhanced Brand Content (EBC) and A+ Content Enhanced Brand Content and Amazon A+ Content empower you to elevate your product descriptions through multimedia elements. Utilizing fundamental A+ Content has the potential to foster repeat purchases and boost sales by 8%. Investing in enhanced content can increase conversion rates and make your listings more prominent. D2C businesses use Amazon A+ content to expand their pool of customers and gain more revenue. Pricing Strategy A pricing strategy necessitates pricing your products attractively while simultaneously preserving profitability. Regularly monitoring your competitors' pricing strategies allows you to make sure that you make necessary adjustments to remain competitive. Amazon ACOS is an important factor that helps in making a pricing strategy for any business on this platform. Safety and Compliance Ensuring your products adhere to Amazon's safety and compliance standards is non-negotiable. Non-compliance may result in suppressed listings or, in severe cases, account suspension. Staying well-informed about product-specific requirements like product description and assuring that your listings conform to these standards is imperative for maintaining a positive standing on Amazon for its suppressed listings. Listing Analytics and Performance Metrics Amazon analytics insights into the performance of your listings. Monitoring metrics such as conversion rates, click-through rates, and sales data empowers you to refine your listings and make informed decisions. Amazon Seller Central Support is a valuable resource for resolving issues and obtaining guidance. Timely and effective communication with Amazon Support can expedite issue resolution and facilitate a smoother selling experience. Do not hesitate to reach out when you encounter challenges or require assistance in managing your listings and account. Never Miss Amazon Listing Error with Saffron Edge! The journey of managing your Amazon listings extends far beyond the moment your products go live. One common challenge many Amazon sellers encounter is Amazon listing suppression. It's crucial to regain lost ground when your suppressed Amazon listing is restored. While we have explored numerous strategies for enhancing Amazon product listings and also Amazon Product Summary Page, remember that you don't need to tackle them all at once. Instead, consider taking incremental steps. Begin by fine-tuning your product titles, ensuring they are enticing and optimized for search. Once your titles are in order, shift your focus to crafting compelling and informative product descriptions. Approach this process step by step, making gradual improvements. As is the practice in marketing, consistently test these adjustments to gauge their positive impact on your listings. Selling on Amazon may be a demanding endeavor. Sellers often juggle various responsibilities, including marketing efforts, logistical considerations, and managing customer issues, particularly when building and protecting their brand. Amid all this, the continuous monitoring and upkeep of Amazon may have its product listings to be daunting, especially when contending with unauthorized sellers. This is where a partnership with a trusted Amazon Wholesale Seller or Amazon Seller Consultant can be a game-changer. At Saffron Edge, we specialize in simplifying the complexities of Amazon seller central for sellers. We are here to streamline and enhance your Amazon business, making your journey smoother and more successful aided by the Ecommerce giant. Our range of Amazon Marketplace Services, including Amazon vendor services, can help you gain better visibility. Our Amazon marketing strategy is helping many businesses improve their flow and better manage their Amazon listing. Connect with our professional for better guidance! ...
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