Amazon Seller Central has a few dashboards with different information. What are these dashboards, and which information is the most valuable?
The login dashboard gives you a brief snapshot of important information. It’s best first to look at your orders for the day. If you fulfill orders, you can get a quick idea of how many are left to be shipped. The sales summary also shows the revenue for the past day, 7 days, 15 days, and 30 days. Performance is another important widget to look at because you can see if there are any customer messages that require a response. Other than these areas, this dashboard is not deeply informative, so we must look to other areas in Seller Central.
The sales dashboard (accessible at Reports -> Business Reports) is the most useful place to view sales data. You can view a data graph and export reports into Excel format if needed. For marketing purposes, looking at the “Unit Session Percentage” (under reports by ASIN) is especially useful, as this is the conversion rate of your listings. Buy box percentage is important to look at as well if you are competing against other sellers on the same product listing.
The advertising dashboard is available under Advertising -> Campaign Manager. This area was recently updated to include graphs for more visual data reporting. Here you can view your ad campaigns and the various metrics. The date range that you view is customizable, as well as the metrics to look at (eg. impressions, clickthrough rate, advertising cost of sales, etc).
It is worth looking through these dashboards and learning to view the different data so that you can make better informed decisions about your Amazon business.