Running a successful Amazon business isn’t just about listing products and waiting for sales to roll in. With millions of sellers competing for customer attention, understanding and optimizing your performance through data is crucial. That’s where tracking the right metrics comes in.
Whether you're a seasoned seller or just getting started, keeping an eye on the Amazon sales growth metrics can significantly impact your bottom line. In this article, we’ll cover the key metrics for Amazon sellers that directly influence your growth and how to leverage them to scale your sales.
1. Conversion Rate (CR)
Your conversion rate tells you how well your product listings turn clicks into purchases. It’s calculated by dividing the number of orders by the number of session visits to your product page.
Why it matters
A high number of clicks with few conversions usually means there’s a disconnect. Maybe your product photos aren’t appealing, your price is too high, or your reviews are lacking. A low conversion rate can be a sign that you need to optimize your listing.
How to improve it
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Optimize product titles and bullet points with keywords.
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Add high-quality images and videos.
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Use A+ Content for Brand Registered Sellers.
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Encourage satisfied customers to leave reviews.
Tools to help
Use Amazon seller analytics tools like Seller Central’s Business Reports or third-party tools like Helium 10 or Jungle Scout to monitor conversion rates and benchmark against competitors.
2. ACoS and TACoS (Advertising Cost of Sales & Total Advertising Cost of Sales)
When you track Amazon PPC campaigns, ACoS is one of the first metrics you'll see. It’s calculated by dividing ad spend by attributed sales. TACoS, on the other hand, shows your ad spend in relation to total sales, giving you a better idea of your long-term profitability and brand growth.
Why it matters
ACoS helps you understand your ad performance, while TACoS reveals how ads are affecting organic growth. A decreasing TACoS often indicates successful campaigns that are boosting organic rankings.
How to improve it
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Optimize ad targeting using both automatic and manual campaigns.
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Adjust bids based on keyword performance.
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Split-test ad copy and creatives.
Pro tip
If your TACoS are high and not improving, your ads might be keeping your business afloat rather than growing it. This is a signal to improve your listings and product-market fit.
3. Inventory Performance Index (IPI)
The Amazon FBA performance indicators include IPI, which tracks how well you manage your inventory. It takes into account sell-through rates, excess inventory, stranded inventory, and in-stock rates.
Why it matters
A poor IPI score can limit your storage capacity in Amazon warehouses, especially during high-demand periods like Q4. It also reflects how efficiently you're managing your cash flow and supply chain.
How to improve it
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Avoid overstocking slow-moving products.
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Remove or liquidate excess inventory.
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Ensure listings are active to avoid stranded inventory.
Tools to help
Inside Seller Central, the Inventory Dashboard provides real-time IPI scores and recommendations. You can also use software like RestockPro or SoStocked to streamline forecasting.
4. Buy Box Percentage
The Buy Box is where 80–90% of Amazon sales happen. If you’re not winning the Buy Box, you’re likely missing out on major revenue.
Why it matters
This metric shows how often your offer is shown in the Buy Box compared to competitors. Monitoring it is a must if you're competing with other sellers on the same listing.
How to improve it
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Keep prices competitive (but still profitable).
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Maintain excellent seller metrics (on-time shipping, low return rates).
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Use FBA or ensure fast shipping with FBM.
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Avoid frequent stockouts.
Pro tip
If you're the only seller of a private label product, you're automatically eligible for the Buy Box. But your performance metrics still affect your retention of it, especially if your listing is suppressed or your IPI drops.
5. Product Reviews and Ratings
Customer feedback is one of the most powerful metrics to boost Amazon sales. Product reviews not only influence buyer decisions but also affect your search ranking and ad performance.
Why it matters
A high number of positive reviews boosts customer trust and improves conversion rates. Poor ratings or recent negative reviews can cause sales to drop even if everything else looks good.
How to improve it
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Follow up with customers using Amazon’s “Request a Review” button.
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Use product inserts to encourage feedback within Amazon’s TOS.
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Address negative reviews and improve based on customer feedback.
Tools to help
Tools like FeedbackWhiz or Jungle Scout’s Review Automation help you monitor and increase reviews organically while staying compliant with Amazon policies.
Bringing It All Together
You can’t improve what you don’t measure. By consistently tracking and optimizing these key metrics for Amazon sellers, you’ll have a better understanding of what’s working and what needs attention. Let’s recap the five must-watch metrics:
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Conversion Rate: Improve listings and boost buyer confidence.
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ACoS and TACoS: Optimize and scale your ad campaigns wisely.
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Inventory Performance Index (IPI): Avoid storage limits and stockouts.
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Buy Box Percentage: Maximize visibility and sales share.
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Product Reviews and Ratings: Build trust and drive conversions.
Whether you're aiming to double your revenue or achieve consistent month-over-month growth, tracking these Amazon sales growth metrics can help you make data-driven decisions. Combine insights from your Seller Central dashboard with Amazon seller analytics tools to dig deeper into trends and performance gaps.
As your business scales, understanding how to track Amazon product performance will give you a competitive edge. From PPC insights to inventory planning, the right data at your fingertips can transform your store into a sales powerhouse.
Need help automating your analytics? Plenty of third-party platforms integrate seamlessly with your Amazon account to give you real-time dashboards, alerts, and actionable insights. Whether it’s for ad management, review monitoring, or inventory forecasting, the right tools can turn your data into growth.
Don’t just sell; sell smart. Track, optimize, and thrive on Amazon.
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