How to use
Amazon Vendor Central data can help optimize operations and drive better business outcomes. Here are the common use cases and key metrics for leveraging sales, traffic, and inventory data from AVC.
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Amazon Vendor Central data can help optimize operations and drive better business outcomes. Here are the common use cases and key metrics for leveraging sales, traffic, and inventory data from AVC.
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1. Sales Performance Tracking
Total Amazon Sales Overview: Gain a comprehensive view of your total sales on Amazon by ASIN (Amazon Standard Identification Number). This includes tracking daily sales metrics, such as total revenue, Cost of Goods Sold (COGS), and returns. By monitoring these metrics, you can assess product profitability at a granular level, making informed decisions about pricing, promotions, and product strategies.
Profitability Analysis: Break down your sales data to evaluate how profitable each product is. Identify high-performing ASINs that contribute significantly to your bottom line, and pinpoint underperforming products that may require adjustments in pricing or marketing strategies.
Sales Trends: Track sales trends over time to identify patterns and seasonal fluctuations. Use this data to forecast demand, plan inventory, and adjust marketing strategies to capitalize on peak sales periods.
Comparative Analysis: Compare the sales performance of different products or categories to determine which items are driving the most revenue. This helps in prioritizing resources and efforts towards your most profitable products.
2. Inventory Management
Stock Level Monitoring: Keep a close eye on your stock levels to avoid stockouts or overstock situations. By tracking inventory by ASIN, you can manage your inventory health more effectively, ensuring that you have the right products available to meet customer demand without tying up capital in excess stock.
Aging Inventory Analysis: Identify products that have been sitting in inventory for too long. Aging inventory can lead to increased holding costs and reduced profitability. By addressing these issues proactively, you can implement strategies such as discounts or bundling to move slow-selling items.
Sell-Through Rates: Monitor how quickly products are selling relative to their inventory levels. High sell-through rates indicate strong demand, while low rates may suggest overstocking or pricing issues that need to be addressed.
3. Consumer Interest Analysis
Traffic to Sales Conversion: Analyze daily web traffic metrics, such as glance views, to measure consumer interest in your products. Compare these views to actual sales to calculate the conversion rate by ASIN. This helps you understand how effectively your product listings are converting interest into sales.
Conversion Rate Optimization: Identify products with low conversion rates. A low conversion rate might indicate issues with the product detail page, pricing, customer reviews, or other aspects of the shopping experience. To improve conversion rates, consider optimizing product detail pages with better descriptions, higher-quality images, and enhanced features that make your products more appealing to potential buyers.
A/B Testing and Iteration: Test different strategies to improve conversion rates, such as adjusting pricing, modifying the product title or bullet points, or enhancing the visual content. Continuously monitor the impact of these changes to refine your approach and maximize the effectiveness of your product listings.
Sales
Sales Metrics: Revenue (ordered and shipped), units sold (ordered and shipped).
Cost of Goods Sold (COGS): Amount and currency for shipped COGS.
Returns: Customer returns by ASIN.
Traffic
Web Traffic: Number of views (glance views) on product pages.
Conversion Rate: Effectiveness of product listings in converting views to transactions.
Inventory
Inventory Levels: Stock levels, including sellable and unsellable inventory.
Sell-Through Rate: Efficiency of inventory turnover.
Out-of-Stock Rates: Frequency of out-of-stock situations for procurable products.
Open Orders: Unfilled customer orders and open purchase orders.
Aging Inventory: Units and cost of inventory aged over 90 days.
Unhealthy Inventory: Metrics for unhealthy inventory, including cost and units.
Lead Times: Average vendor lead time in days.