Amazon KPI – Private Label Strategy (Step 8 of 10) - a podcast by Michael Veazey

Why Measuring is so Important to your Cash!

Don’t ignore the data



It constantly shocks me how few sellers know their conversion rates

or sessions (visits). Don’t join them!



Equally: don’t drown in data either!

Make sure your “necktop computer” can absorb what your laptop is

telling it!



Detail Page Sales & traffic report (Under “Reports>Business Reports” )

• Sessions: Is your product getting seen? If not, it’s time to drive

more traffic.

• Units ordered: Are you making sales? How many?

• Unit session percentage: = conversion rate. How well (as a

%age) is your listing converting visitors to buyers? If this is low,

it’s time to improve your offer (inc. price)



Profit and Loss

Don’t get buried in the numbers. Measure for a purpose

• The purpose of P & L is to help with decisions:

• Will you reorder this product?

• If so, how many units, what can you afford (cashflow)?

• Use software for Gross Profit!

• e.g. Manage by Stats, Fetcher, HelloProfit

Amazon Ads statistics (Advertising>Campaign Manager)

Amazon Ad Spend

• If you’re launching, expect to spend a LOT initially. That’s fine IF

you’re gaining keyword ranking for valuable keywords as a result.

Track this!

• Overall picture by campaign: Monitor for either really good

(profitable) or really bad (expensive) results.



Measure Keyword by keyword for manual campaigns:

• Look for sales - are you driving sales and ranking?

• Next look for clicks - are you telling the algorithm to rank your

listing?

• Check CTR (Click-Through Rate). Over 0.7% is good for ranking.



Get the Overall ad spend by-product:

• Take the ad-spend on a product for a period.

• Check your overall sales (Business reports) for the same period.

• Calculate your ad-to-sales ratio (ATS). If it’s high in launch

period, that’s fine. After launch, aim for about 10% overall.

• Mostly ignore ACoS unless it’s super high (over 100%). It’s a red

herring.



Watch my full discussion of Amazon KPI - Private Label Strategy

Further episodes of Amazing FBA Amazon and ECommerce Podcast, for Amazon Private Label Sellers, Shopify, Magento or Woocommerce business owners, and other e-commerce sellers and digital entrepreneurs.

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