50 Growth Metrics for Amazon FBA Sellers

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Sales:

Definition: The total revenue generated from selling products on Amazon.

Calculation Method: Total revenue generated.

Conversion rate:

Definition: The percentage of visitors who purchase a product after viewing it.

Calculation Method: (Number of orders / Number of unique visitors) x 100%.

Amazon ACoS (Advertising Cost of Sale):

Definition: The ratio of advertising spend to revenue generated from ads.

Calculation Method: (Total ad spend / Total ad revenue) x 100%.

Product reviews:

Definition: The feedback given by customers on the quality and experience of using a product.

Calculation Method: Number of product reviews.

Order defect rate (ODR):

Definition: The percentage of orders with negative outcomes such as refunds, cancellations, or returns.

Calculation Method: (Number of orders with defects / Total number of orders) x 100%.

Inventory health:

Definition: The state of a seller's inventory, including inventory levels, age, and turnover rate.

Calculation Method: (Total inventory value / Cost of goods sold) x 365 days.

Return on investment (ROI):

Definition: The profitability of a seller's investments, such as advertising or inventory purchases.

Calculation Method: (Profit - Investment) / Investment x 100%.

Click-through rate (CTR):

Definition: The percentage of shoppers who click on a product listing after seeing it in search results.

Calculation Method: (Number of clicks / Number of impressions) x 100%.

Cost per click (CPC):

Definition: The average cost paid by the seller for each click on an ad.

Calculation Method: Total ad spend / Number of clicks.

Cost per acquisition (CPA):

Definition: The average cost paid by the seller to acquire one customer.

Calculation Method: Total ad spend / Number of new customers acquired.

Conversion rate on sponsored products:

Definition: The percentage of shoppers who purchase a product after clicking on a sponsored ad.

Calculation Method: (Number of orders from sponsored ads / Number of clicks on sponsored ads) x 100%.

Units sold:

Definition: The number of units sold by a seller in a given time period.

Calculation Method: Total number of units sold.

Average selling price (ASP):

Definition: The average price at which a seller's products are sold.

Calculation Method: Total revenue generated / Total number of units sold.

Product ranking:

Definition: The position of a product in search results on Amazon.

Calculation Method: Varies depending on Amazon's algorithm.

Organic traffic:

Definition: The number of visitors who find a seller's products through organic search results.

Calculation Method: Number of visitors from organic search results.

Impressions:

Definition: The number of times a product listing is displayed in search results or on Amazon pages.

Calculation Method: Number of times a product listing is displayed.

Click-to-purchase rate:

Definition: The percentage of shoppers who purchase a product after clicking on it.

Calculation Method: (Number of orders / Number of clicks) x 100%.

Buy Box percentage:

Definition: The percentage of time that a seller's products are featured in the Buy Box.

Calculation Method: (Time in Buy Box / Total time) x 100%.

Revenue per click:

Definition: The amount of revenue generated for every click on a seller's product listings.

Calculation Method: Total revenue generated / Number of clicks.

Sponsored product spend:

Definition: The total amount spent by a seller on sponsored product ads.

Calculation Method: Total spend

Sponsored brand spend:

Definition: The total amount spent by a seller on sponsored brand ads.

Calculation Method: Total spend on sponsored brand ads.

Ad click share:

Definition: The percentage of clicks on sponsored ads compared to all clicks on a product listing.

Calculation Method: (Number of clicks on sponsored ads / Total number of clicks) x 100%.

Ad conversion share:

Definition: The percentage of conversions from sponsored ads compared to all conversions on a product listing.

Calculation Method: (Number of conversions from sponsored ads / Total number of conversions) x 100%.

Customer lifetime value (CLTV):

Definition: The total value of revenue generated by a customer over the course of their relationship with the seller.

Calculation Method: (Average order value x Number of orders) x Average customer lifespan.

Return on ad spend (ROAS):

Definition: The amount of revenue generated for every dollar spent on advertising.

Calculation Method: Total ad revenue / Total ad spend.

Average order value (AOV):

Definition: The average amount spent by customers in a single transaction.

Calculation Method: Total revenue generated / Number of orders.

Time to first sale:

Definition: The amount of time it takes for a new product to generate its first sale.

Calculation Method: Time from product listing to first sale.

Revenue growth rate:

Definition: The rate of increase in revenue over a period of time.

Calculation Method: (Current revenue - Previous revenue) / Previous revenue x 100%.

Units per transaction:

Definition: The average number of units sold in a single transaction.

Calculation Method: Total number of units sold / Number of orders.

Customer acquisition cost (CAC):

Definition: The average cost to acquire a new customer.

Calculation Method: Total marketing and advertising spend / Number of new customers acquired.

Customer lifetime revenue (CLR):

Definition: The total revenue generated by a customer over their lifetime.

Calculation Method: (Average order value x Number of orders) x Average customer lifespan.

Out of stock rate:

Definition: The percentage of time that a seller's products are out of stock.

Calculation Method: (Number of out of stock days / Total number of days) x 100%.

Account health:

Definition: The status of a seller's Amazon account, including performance metrics and compliance with Amazon policies.

Calculation Method: Evaluation of various metrics and policies.

Account health dashboard score:

Definition: A metric used by Amazon to assess the overall health of a seller's account.

Calculation Method: Evaluation of various performance metrics.

Total cost of goods sold (COGS):

Definition: The total cost of producing and shipping a product to Amazon.

Calculation Method: Total cost of production and shipping.

Gross profit:

Definition: The revenue earned after deducting the cost of goods sold.

Calculation Method: Total revenue generated - Total cost of goods sold.

Net profit:

Definition: The revenue earned after deducting all expenses.

Calculation Method: Total revenue generated - Total expenses.

FBA fees:

Definition: The fees charged by Amazon for storing, picking, and shipping products.

Calculation Method: Total FBA fees.

Net margin:

Definition: The percentage of revenue earned after deducting all expenses.

Calculation Method: (Net profit / Total revenue) x 100%.

Operating margin:

Definition: The percentage of revenue earned after deducting operating expenses.

Calculation Method: (Gross profit - Operating expenses) / Total revenue x 100%.

Inventory turnover:

Definition: The number of times a seller's inventory is sold and replaced in a given time period.

Calculation Method: Cost of goods sold / Average inventory value.

In-stock rate:

Definition: The percentage of time that a seller's products are in stock and available for purchase.

Calculation Method: (Number of in-stock days / Total number of days) x 100%.

Return rate:

Definition: The percentage of orders that are returned by customers.

Calculation Method: (Number of returned orders / Total number of orders) x 100%.

Refund rate:

Definition: The percentage of orders that are refunded to customers.

Calculation Method: (Number of refunded orders / Total number of orders) x 100%.

Customer retention rate:

Definition: The percentage of customers who make repeat purchases from the seller.

Calculation Method: (Number of repeat customers / Total number of customers) x 100%.

Customer satisfaction rate:

Definition: The percentage of customers who report being satisfied with their purchase.

Calculation Method: (Number of satisfied customers / Total number of customers) x 100%.

Repeat purchase rate:

Definition: The percentage of customers who make repeat purchases from the seller.

Calculation Method: (Number of repeat customers / Total number of customers) x 100%.

Upsell rate:

Definition: The percentage of customers who purchase additional products or services.

Calculation Method: (Number of upsells / Total number of customers) x 100%.

Cross-sell rate:

Definition: The percentage of customers who purchase complementary products or services.

Calculation Method: (Number of cross-sells / Total number of customers) x 100%.

New product success rate:

Definition: The percentage of new products that achieve their sales goals within a specified time period.

Calculation Method: (Number of successful new products / Total number of new products) x 100%.

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