Understanding Amazon Analytics

Junglytics is a comprehensive Amazon seller dashboard, providing customized metrics by combining data from various sources. Calculate profits, see the impacts of listing changes, and measure advertising efficiency like never before.

Tom Rohlf

September 11, 2023

Data analysis shines a light on the inner workings of your Amazon brand. It gives sellers the ability to decipher what’s working, what’s not, and how to steer your business toward greater success.

However, some of the more relevant and potent insights are found by synthesizing your data from multiple sources. Examples include profit, the efficacy of listing changes, product performance in specific regions or groups of regions, and understanding how various advertising types are performing for your business.

The bad news is that a deep level of analysis is simply not available through tools like Amazon Seller Central. The good news is that Junglytics is the best Amazon seller dashboard for customized metrics, providing unparalleled understanding of Amazon analytics.

By automatically pulling real-time and historical data from your Amazon business, Junglytics makes it simple to combine, filter, and review data. This includes data regarding products, product variations, advertising, regional markets, and more. Seeing your business data in a different way gives you the opportunity to change the way you sell—so you can maximize your profits and make informed decisions.

How to Calculate Profit on Amazon

Calculating profits is fairly easy. All it takes is revenue minus expenses. Profit is a better metric than revenue for determining your success on Amazon because revenue only measures the top-line income. This is valuable if you want to drive sales, but it obscures operational expenses. This makes it tougher to recognize if you are generating sustainable earnings.

Here’s how Junglytics calculates profit on Amazon:

Revenue

- Ad spend

- Amazon FBA fees

- Amazon referral fees

- Cost of goods (COGs)

= Profit

Measuring Listing Changes and Their Impacts

Your Amazon listing is a combination of your storefront and a sales rep. It both showcases your product with images and promotes your offering and its use cases with a description. Your listing is crucial for attracting and converting customers, which is why the best Amazon sellers put a lot of effort into carefully crafting these pages.

However, creating a product listing is never a one-and-done task. Smart sellers regularly tweak keywords, update images, amend titles, rewrite product descriptions, change bullet points, add information, cut copy, and all the rest. The question is whether the changes you make benefit your brand.

To draw data-driven conclusions, you need Amazon seller analytics. With our real-time dashboard, Junglytics provides data for Amazon sellers to see whether the listing changes they make are helping or hurting their conversions.

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Did you make listing changes recently? A drop in performance might indicate that your listing changes aren’t resonating with buyers.

Pro tip: Many sellers find that it’s better to change one thing at a time to better understand what’s giving you the best outcomes. For example, you might want to change images before changing your descriptions or keywords, just so you know whether updated images or brand copy are resulting in increased sales. Then again, full overhauls are sometimes necessary.

Managing Your Experiments: Going Beyond Seller Central

Amazon Seller Central has a “manage your experiments” (MYE) feature, which allows sellers to A/B test product images and listing changes. This is a good feature that sellers should absolutely explore.

However, there are some key limitations to managing your experiments in Seller Central. First and foremost, this feature only applies to US sellers who own a brand. Secondly, you can only conduct experiments on a few different pieces of content. Want to look at how your catalog is structured? Add a new size or variation? Want to see how your new advertising strategy is doing? None of those important metrics are included in Seller Central.

Thankfully, Junglytics does a better job of providing Amazon seller analytics related to inventory changes, advertising strategies, and regions outside of the United States.

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Compare important metrics from before and after making listing changes.

Investigating Specific Product Variation Within a Specific Region

Amazon sellers are obviously interested in understanding their profits, revenue, conversion rates, advertising performance, and the like. That’s why they look at data for Amazon sellers in the first place. But Seller Central only provides high-level data from across the brand—and is notoriously clunky at that.

If you want to get into the nitty-gritty details of how specific products or product variations perform in a specific region, that’s something Junglytics can easily do.

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Compare how different regions are performing in our easily customizable Amazon analytics dashboards.

There are lots of ways you can slice and dice data for the insights you need. For instance, exploring product variations across all your parent ASINs (like seeing all your large sizes or blue-colored clothing across your apparel product line) for a specific region.

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A Junglytics table grouped by primary variant across all ASINs, spanning two regions.

Understanding and Taking Action on Advertising Types

Advertising is an essential tool in the Amazon seller’s toolbox. It’s a popular way to get in front of shoppers, but it requires an investment. Knowing whether these investments are helping you and how is crucial to getting more return on your ad dollars.

Amazon offers three types of ads:

Sponsored brand ads. Also known as “headline search ads,” sponsored brands showcase your brand logo, custom headline, and selected products. These ads appear at the top of search results to help increase brand visibility and recognition. When shoppers click on the ad, they are directed to a custom landing page featuring a selection of your products. These ads are a great way to highlight your brand and promote a range of products at once.
Sponsored products. These ads target specific keywords and allow sellers to promote individual products. They are labeled as "sponsored" to differentiate them from organic search results. When shoppers search for keywords related to your product, your sponsored products may appear, giving you increased visibility. You pay only when a shopper clicks on your ad.
Sponsored display. Target shoppers both on and off Amazon. These ads appear on product detail pages, customer reviews, and even on third-party websites and apps. They help retarget shoppers who have viewed your products but haven't made a purchase yet. These ads can be particularly effective for increasing brand awareness and recapturing potential customers.

With Junglytics, you can filter ad spend and group it by ad type. This will give you a clearer understanding of which ads are performing well (and might benefit from increased investments) and which ads are dragging your ROI.

Junglytics also lets you explore your ad spend, total advertising cost of sale (TACoS), return on advertising spend (ROAS), and more. Without these metrics, you wouldn’t be able to see if your ad dollars are doing what you need them to do.

For example, if you’re investigating ROAS by primary variant (let’s say, color), you can filter down to look at a specific product line. From here, you might notice that your purple swimsuit ads consistently outperform your white swimsuit ads. So, why not shift your ad dollars from white to purple to boost your ROAS? Check back later to see if this worked or not using Junglytics. After all, it’s not just about identifying opportunities, it’s crucial to measure if your changes made a positive impact.

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Compare your ROAS across a primary variant—in this case, color.

The possibilities are endless since you have similar opportunities to filter and play with your data based on your interests and goals. That’s the level of granularity and practical insight you get from customizable Amazon analytics for sellers.

Accomplish More With Amazon Analytics for Sellers

It’s all about giving you the Amazon analytics tools you need to maximize profits, cut costs, and make informed decisions. The ecommerce landscape continues to evolve. Harnessing the potential of data-driven insights is paramount. By investing in tools like Junglytics to navigate the complexities of your business, sellers can accomplish more, more quickly.

‍For even more goodness: Check out our content. Follow me on LinkedIn. And see a live demo of Junglytics today!

ABOUT THE AUTHOR

Tom Rohlf

Tom has been selling on Amazon since 2014 - He exited his first business (Playerten.com) in 2019 and is the CEO and Co-founder of Cuddle Club an Amazon native children's clothing brand.

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