亚马逊的业务报告怎么看(Business Reports)?

「数据是土壤。」在电子商务的时代,几乎人人都在上网买东西,所以不论是老卖家还是新卖家,有能力洞悉消费者的消费习惯同时预测未来趋势者才能够不被时代的浪潮所碾压。亚马逊后台是个很成熟的销售平台,他的卖家后台提供了很详尽数据给卖家作为整体运营策略的调整及参考。这篇文章将为你解释卖家后台业务报告的关键数据定义,让大家能够更轻松地运营自己的店铺,新年发大财。

Amazon Business Report
Amazon Business Report

「数据是土壤。」在电子商务的时代,几乎人人都在上网买东西,所以不论是老卖家还是新卖家,有能力洞悉消费者的消费习惯同时预测未来趋势者才能够不被时代的浪潮所碾压。亚马逊后台是个很成熟的销售平台,他的卖家后台提供了很详尽数据给卖家作为整体运营策略的调整及参考。这篇文章将为你解释卖家后台业务报告的关键数据定义,让大家能够更轻松地运营自己的店铺,新年发大财。

什么是业务报告(Business Reports)?

Sales success using business reports
Sales success using business reports

依据亚马逊自己的定义,业务报告(Business Reports)为卖家提供了三个关键因素,分别是流量(Traffic)、黄金购物车赢得率(Buy Box Percentage)及转化率(Conversion)。卖家可依据这些数据去进行运营策略及广告投放的调整来帮助自己获得更多销售,而不是瞎子摸象,凭感觉去做事。

业务报告在哪里?

Reports>Business Reports
Reports>Business Reports
  • 路径:

Reports>Business Reports

  • 左边栏位:

By Date>选择Sales and Traffic

  • 视角可选:

每天/每周/每月

  • 时间段可选:

近七天/近一月或自定义等。

业务报告的名词定义及计算方式

  • Date:日历日期。卖家可依自己的需要去自定义需求数据的时间
  • Ordered Product Sales:该段时间总销售额。
  • Ordered Product Sales — B2B:该段时间B2B买家的总销售额。
温馨提示:
*Ordered Product Sales =
Ordered Product Sales — B2B + Ordered Product Sales — Non-B2B
  • Units Ordered:该段时间所有订单的下单数量。
  • Units Ordered — B2B:该段时间B2B买家的所有订单的下单数量。
温馨提示:
*Units Ordered =
Units Ordered — B2B + Units Ordered — Non-B2B
  • Total Order Items:该段时间的总订单数。
  • Total Order Items — B2B:该段时间B2B买家的总订单数。
温馨提示1:
*Total Order Items =
Total Order Items — B2B + Total Order Items — Non-B2B温馨提示2:
 Units Ordered ≥ Total Order Items
  • Average Units per Order Item:平均每单下单数量
  • Average Units per Order Item — B2B:B2B买家平均每单下单数量
计算方式:
*Average Units per Order Item =
Units Ordered ÷ Total Order Items *Average Units per Order Item - B2B =
Units Ordered — B2B ÷ Total Order Items — B2B
  • Average Sales per Order Item:平均每单的消费金额
  • Average Sales per Order Item — B2B:B2B买家平均每单的消费金额
计算方式:
*Average Sales per Order Item =
Ordered Product Sales ÷ Total Order Items *Average Sales per Order Item — B2B =
Ordered Product Sales — B2B ÷ Total Order Items — B2B
  • Average Selling Price:平均销售金额
  • Average Selling Price — B2B:B2B买家的平均销售金额
计算方式:
*Average Selling Price =
Ordered Product Sales ÷ Units Ordered *Average Selling Price — B2B =
Ordered Product Sales — B2B ÷ Units Ordered — B2B温馨提示:
 Average Sales per Order Item ≥ Average Selling Price
Average Sales per Order Item — B2B ≥ Average Selling Price — B2B
  • Sessions:该段时间商品详情页不重复的访问量
  • Page Views:该段时间商品详情页的点击量
  • Buy Box Percentage:购买按钮赢得率
温馨提示:
 Page Views ≥ Sessions
  • Order Item Session Percentage:订单转化率
  • Unit Session Percentage:订单商品数量转化率
  • Order Item Session Percentage — B2B:B2B买家的订单转化率
  • Unit Session Percentage — B2B:B2B买家的订单商品数量转化率
计算方式:
*Order Item Session Percentage = Total Order Items ÷ Sessions *Unit Session Percentage = Units Ordered ÷ Sessions *Order Item Session Percentage — B2B =
Total Order Items — B2B ÷ Sessions *Unit Session Percentage — B2B = Units Ordered — B2B ÷ Sessions温馨提示:
 Unit Session Percentage ≥ Order Item Session Percentage
Unit Session Percentage — B2B ≥ Order Item Session Percentage — B2B
  • Average Offer Count:该段时间在售商品数
  • Average Parent Items:该段时间在售变体数
  • Units Refunded:该段时间退款商品数量
  • Refund Rate:该段时间退款率
计算方式:
*Refund Rate = Units Refunded ÷ Units Ordered
  • Feedback Received:该段时间收到的反馈数
  • Negative Feedback Received:该段时间收到的负面反馈数
  • Received Negative Feedback Rate:该段时间的负面反馈率
计算方式:
*Received Negative Feedback Rate =
Negative Feedback Received ÷ Feedback Received

作者:Ryan,如若转载,请注明出处:https://www.reansail.com/amazon-ecommerce/1510