Data Analytics for Amazon Sellers: Better Data, Better Decisions, Better Outcomes

Embrace the full potential of your Amazon business with Junglytics, the ultimate data analytics tool for sellers. Explore key metrics, create custom dashboards, and gain deep insights into your performance at product, variation, and regional levels. Make informed decisions, drive growth, and maximize your success on Amazon.

Isiah Kurz

November 14, 2023

Management consultant and author Peter Drucker once said, “What gets measured, gets managed.” That’s powerful advice for any business. How else can you know for certain what’s working, what needs attention, and what’s holding you back?

Amazon sellers have a lot to juggle. Everything from products to inventory, advertising to listings, fees to profits—with so much to manage, it’s nice to rely on data analytics tools to keep everything straight.

While Amazon provides Seller Central—which includes some data analytics tools for Amazon sellers—it’s not enough. Seller Central has some major limitations, which means that many important and practical KPIs aren’t tracked; or at least aren’t easy to find without a lot of manual work.

Referring back to Drucker’s words of wisdom: If it’s not getting tracked, it’s not getting done.

But it doesn’t have to be this way. With that in mind, let’s dig in to some of the basics of Amazon Seller Central, its limitations, and a better data analytics solution for Amazon sellers.

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A data analytics dashboard within Junglytics showing sales of one product line compared to previous periods.

How to Use Amazon Seller Central for Data Analytics

Here’s how to use Amazon Seller Central to track your performance:

Set Up Your Amazon Seller Central Account.
Access Seller Central Dashboard: This is your central hub for managing your seller account.
Understand the Reporting Tools: Seller Central provides several reporting tools for data analytics. These tools include a Reports Tab with information related to orders, payments, and performance. Explore reports like Sales, Traffic, and Business Reports to assess how your business is doing.
Explore the Performance Dashboard: This section provides a quick overview of your account's performance. Monitor metrics like order defect rate, late shipment rate, and pre-fulfillment cancel rate.
Utilize Business Reports: Amazon offers detailed business reports that can be downloaded for further analysis. Here's how to access them: Go to the "Reports" tab. Under the "Business Reports" section, select the specific report you want (e.g., Sales and Traffic, Inventory, Financial, etc.). Customize the report parameters such as date range and report type. Download the report in your desired format, such as CSV or Excel.‍
Analyze Your Sales and Traffic: The "Sales and Traffic" report is particularly useful for understanding customer behavior. It provides information on page views, sessions, conversion rates, and more. Analyze this data to identify trends, popular products, and areas for improvement.‍
Monitor Inventory Performance: Navigate to the "Inventory" tab and select "Inventory Performance" to assess how well your inventory is performing. This report includes details on excess inventory, stranded inventory, and recommended restock quantities.‍
Use Advertising Reports for Campaign Analysis: If you run Amazon Advertising campaigns, go to the "Advertising" tab and explore the various reports available. Analyze data on clicks, impressions, and conversion rates to optimize your advertising strategy.‍
Set Up Automated Reports: To streamline your data analytics process, consider setting up automated reports. Under the "Reports" tab, go to "Report Automation" to schedule regular reports on specific metrics. This ensures that you receive updated data without manual effort.‍
Continuously Monitor and Adjust: Regularly review your analytics data to identify trends, track the success of promotional activities, and make informed decisions. Use the insights gained to optimize your product listings, inventory management, and marketing strategies.

A screenshot of Amazon Seller Central.

By following these steps, you can leverage Amazon Seller Central for data analytics.

The Limits of Seller Central

Amazon Seller Central provides basic data analytics tools to help sellers track their sales, manage inventory, and optimize their listings. However, there are limitations to its capabilities as a data analytics tool.

Limited Data Visualization: Seller Central offers basic charts and graphs to represent sales and inventory data, but the visualization options are limited. Advanced visualization techniques, like interactive dashboards, are not available within the platform.

Limited Historical Data: Seller Central provides access to past sales data, but the advertising historical data is limited to the last 90 days. Long-term trend analysis beyond this timeframe may require external data storage and tools to use it.

Limited Customization: While you can filter and sort data in Seller Central, the level of customization available for data analysis is lacking. Complex data manipulations or custom calculations are not possible within the platform.

Limited Ad Campaign Analysis: Seller Central offers fundamental metrics for Amazon advertising campaigns. However, it may not offer in-depth analysis features like cross-campaign analysis, detailed attribution modeling, ROI calculations, or the ability to measure your profitability.

Limited to High-Level Findings: Seller Central fails to provide sellers with product, variation, and custom product group segmentation. While you can see how well your business is at a high level, it’s simply not enough for Amazon sellers who want to explore—for example—advertising performance on specific color variations or other custom product groupings.

These aren’t just minor issues. These limitations can really hamper the potential success of your Amazon business by locking you out of essential insights. In order to optimize for growth and success, sellers need a better approach to Amazon data analytics.

The Best Data Analytics Tool for Amazon Sellers

At Junglytics, we believe in empowering Amazon sellers. Our customizable data analytics tool lets Amazon sellers explore the KPIs most important to achieving your goals. Drill down to the product, variation, or regional level to see how well your business is really performing.

A snapshot of the Junglytics platform with it’s benefits and capabilities.its

Junglytics tracks 40+ metrics including:

Units Sold
Average Order Value
Profit
Margin Percentage
Page Views
Conversion Rate
Percentage Organic
Cost of Goods Sold
Total Amazon Fees
Return on Ad Spend (RoAS)
Total Advertising Cost of Sale (TACoS)
FBA Inventory
And more!

A Junglytics dashboard showing units sold by secondary variant

Junglytics is perfect for native brands, traditional retail brands that sell on Amazon, agencies, and FBA sellers.

Benefits of Customizable Amazon Data Analytics from Junglytics

The Junglytics data analytics platform for Amazon sellers is easy to customize with unlimited dashboards. All it takes is a few clicks to explore exactly what you’re interested in seeing. This tool includes catalog filters to see what is happening inside each segment of your business. It’s simply the easiest way to monitor your KPIs.

Truly understand what’s driving your business. And then use that knowledge to make better decisions for your business, your customers, and your bottom line.

See Junglytics in action by interacting with our live demo.

ABOUT THE AUTHOR

Isiah Kurz

Isiah is an experienced content writer with more than a decade of experience in journalism, public relations, and marketing.

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