{"id":25623,"date":"2023-03-28T08:02:00","date_gmt":"2023-03-28T08:02:00","guid":{"rendered":"https:\/\/www.sellerlogic.com\/?p=25623"},"modified":"2025-08-29T15:13:13","modified_gmt":"2025-08-29T15:13:13","slug":"kpis-on-amazon-marketplace-performance","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/en\/blog\/kpis-on-amazon-marketplace-performance\/","title":{"rendered":"KPIs on Amazon: What Amazon Data Says About Marketplace Performance<\/strong>"},"content":{"rendered":"

With millions of daily visitors, Amazon offers sellers enormous potential to showcase and sell their products. The marketplace attracts more and more sellers in this way, who are consequently faced with constantly growing competition. To successfully market their products in this highly competitive environment, Amazon Advertising is the key to success. But which advertising campaigns are suitable for which products, and how profitable are the ads?<\/p>

At this point, Amazon KPIs come into play. Key Performance Indicators are understood as performance metrics that enable sellers to measure and improve their marketplace performance based on Amazon data. But which KPIs on Amazon are actually relevant and what do the Amazon data say about marketplace performance? In this article, we show how KPIs on Amazon can help optimize sellers’ performance on the marketplace.<\/p>\t\t

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Guest post<\/div>\n\t\t\t<\/div>\n\t\t\t
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Moritz Meyer<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t
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… is co-founder and managing director of the Movesell GmbH<\/a>. <\/p>

The Kiel agency has been supporting companies and brands in growth, profitability & branding on Amazon since 2017 and has established itself as an Amazon expert in the areas of advertising, SEO, and content. In addition to his work as a specialist for the own MOVESELL Amazon analysis tool ROPT, Moritz keeps an overview of marketplace developments and analyses. He regularly shares his expertise with his network on LinkedIn.<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

Why are KPIs on Amazon relevant? <\/strong><\/h2>

First things first: Why are KPIs on Amazon relevant? A sale on Amazon and the use of Amazon Advertising is shaped by many decisions. Which products are suitable for distribution through the marketplace and which products perform better than others? Which prices work and how much impact do advertising campaigns show?<\/p>

With the KPIs on Amazon, sellers can check the performance of their products and identify and compensate for deficiencies compared to the competition. KPIs on Amazon thus enable the definition of realistic targets and informed decisions based on Amazon data.<\/p>

Relevant KPIs on Amazon<\/strong><\/h2>

When looking at the multitude of KPIs on Amazon<\/a>, one can quickly become overwhelmed by the amount of data. For different advertising formats, industries, and shipping methods, specific KPIs can be found. Additionally, there are specific KPIs for sellers and vendors. But are all of them really relevant? <\/p>

Yes and no. Individual KPIs on Amazon always have their justification for their specific area of impact. However, it is sufficient to know the Amazon KPIs that make statements about one’s own activities on Amazon. Therefore, we have divided frequently used KPIs into three thematic areas and will introduce them gradually. This clustering does not specifically consider whether the KPIs are more applicable to sellers or vendors, but rather categorizes KPIs based on their thematic application.<\/p>

KPIs for Measuring Overall Performance<\/strong><\/h3>

First, we look at Amazon KPIs for overall performance. These relate to sales performance, which can be viewed independently of the advertising applied to one’s own products on Amazon.<\/p>

Measuring the Success and Failure of Products<\/strong><\/h3>

For measuring the success of products on Amazon, the KPIs for the number of impressions<\/strong> as well as the number of page views<\/strong> should definitely be considered. Both performance metrics can provide insight into how well the selected keyword set is aligned with the search queries posed and how high the visibility of the positions in the ranking on the search results page is. The CTR (click-through rate) can also show how relevant a positioning is for certain keywords, so that users click on the offered product. <\/p>

Since sellers who own the buy box for a product have greater sales opportunities, monitoring ownership is a concern for many sellers. KPIs such as LBB<\/strong> (Lost Buy Box) or Buy Box wins in %<\/strong> can measure how often a seller has lost the buy box for their own products due to the price they set, or how often the buy box has been won proportionally for all ASINs. While a high LBB value may indicate a problematic pricing policy that does not adapt to competition and resulting price fluctuations, a high share of buy box wins suggests significant sales opportunities. <\/p>

The RepOOS<\/strong> KPI indicates the page views of an ASIN in the selected period that were not available at the time of the visit but were recorded as reorderable in the automated calculation process for the ordering process for vendors. A high value may indicate that inventory management or supply chain processes should be optimized to ensure a constant availability of products. <\/p>

Sellers can also have Amazon data show how much profit is made after deducting all costs for sold products. A high Net PPM<\/strong> (Net Pure Product Margin) indicates profitable products and high margins.<\/p>

\"<strongKPIs on Amazon: What Amazon data says about marketplace performance<\/strong>” class=”wp-image-25603″ width=”710″ height=”631″><\/figure><\/div>

KPIs for Customer Satisfaction<\/strong><\/h3>

Customer satisfaction is the be-all and end-all in establishing a lasting customer base. Various KPIs can be used to monitor satisfaction, which address different aspects of the customer journey or the touchpoints between sellers and customers.<\/p>

Thus, the rate of validity of tracking numbers<\/strong> can provide insights into the customer experience, which should be more positive if users can check the status of their order. <\/p>

A high rate of late deliveries<\/strong> or a long average shipping duration<\/strong> can, for example, indicate negative customer experiences with the shipping processes. Similarly, a long average response time<\/strong> from sellers, which was needed in the last 90 days to respond to customer inquiries, suggests negative experiences with customer service. <\/p>

This condition would also affect the performance metrics of dissatisfaction with customer service<\/strong>, returns<\/strong>, or average seller rating<\/strong>. However, a poor average seller rating may also stem from deficiencies in the product itself, which could be reflected in the rate of order defects<\/strong>. To gain insights into criticism, reviews should always be monitored, and feedback should be responded to as quickly as possible. <\/p>

Performance Metrics for New Customers<\/strong><\/h3>

Steady growth of the customer base goes hand in hand with increased sales of one’s own products. Insights into developments regarding new customers can therefore provide sellers with relevant insights into the composition of the customer base.<\/p>

High values of the performance metrics “new customer” orders<\/strong> or “new customer” revenues<\/strong> as well as their respective percentage shares of the total customer base show how many orders were placed by new customers and how large the generated revenue is.<\/p>

Advertising KPIs on Amazon<\/strong><\/h2>

When looking at Amazon Advertising<\/a>, it quickly becomes clear that it involves various interrelated processes that should be viewed differently. For a good overview of advertising success and costs, the consideration of individual KPIs is therefore essential.<\/p>

Amazon KPIs for Advertising Costs<\/strong><\/h3>

To keep track of advertising costs, the KPIs CPC<\/strong> (cost per click) or Ad Spend<\/strong> (advertising expenses) can be helpful. The CPC indicates the advertising costs incurred when clicking on the set ad. It has a significant impact on the advertising costs incurred during an order. The performance metric of Ad Spend provides an overview of total advertising costs. To optimize and control advertising expenses, these KPIs should be monitored. However, they do not provide information about the achieved profitability, as this can also be reached despite high advertising costs.<\/p>

Measuring Advertising Success on Amazon<\/strong><\/h3>

To measure advertising success, performance metrics should be used that provide information about the visibility and utilization of individual ads. The Amazon KPIs for clicks<\/strong>, impressions<\/strong>, click-through rate (CTR)<\/strong>, view-through rate (VTR)<\/strong>, and impression share<\/strong> serve this purpose.<\/p>