This document provides an overview of how to utilize reporting tools in Amazon Vendor Central to improve Amazon operations and strategy. It discusses key reports like Sales Diagnostic, Net PPM, Traffic Diagnostic, Forecast and Inventory Planning, and Inventory Health that provide data on sales, profitability, traffic, demand forecasting, and inventory issues. The presentation emphasizes analyzing the data from these reports, gaining insights, and taking action to optimize pricing, inventory levels, product listings and more. Consumer behavior reports on search terms, repeat purchases, market baskets, and demographics are also covered to help understand customers and boost sales.

1. Amazon Vendor
Central Reporting 201
How to Uplevel Your Amazon
Strategy

2. Today’s Logistics
Kerry Mallett
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4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speaker
MICHEL DEMBO
Senior Account Manager,
Operations

6. Agenda
● The Foundational Elements to Amazon
Operations
● Reports to Utilize and Put to Action
Sales and Traffic
Operations
Consumer Behavior
● Q&A
6

7. How much have you utilized
Vendor Central reporting?
● A great deal
● Some, but I know I could use it more
● Not much
POLL

8. The Foundational
Elements to Amazon
Operations
First Things First
8

9. Pillars to Amazon Success
9
Advertising
& Marketing
Content &
Creative
Technology
Strategic Operations
End-to-end channel management

10. Operations 101
Essentials to building a successful
business on Amazon.
Optimize your inventory strategy.
Enhance the onsite experience.
Keep your brand identity consistent.

11. Reports to Utilize and Put
to Action
Sales and Traffic
11

12. Reporting:
SALES
DIAGNOSTIC
Monitor Sales
Performance
NET PPM
Audit Profitability
TRAFFIC DIAGNOSTIC
Observe and Track Glance
Views and Conversion
12
DATA ANALYSIS ACTION!
INSIGHT
TURN DATA INTO ACTION AND THEN ACT
SALES AND TRAFFIC DASHBOARDS

13. Sales and Traffic Dashboards
BRAND ANALYTICS - Sales and Traffic Dashboards
Report Type
What the report
consists of
How to use it
>Sales Diagnostic
> Net PPM
> Traffic Diagnostic
>Quickly Identify
opportunities by
determining what is
contributing to sales
performance
> Identify profitability
by product
> Identify changes in
Glance Views and
Conversion
>Drive business by
recognizing ASIN level
wins and losses
> Increase sales by
improving Amazon’s
profitability
> Optimise detail
pages and advertising
spend to increase sales

14. Week over Week and Year
over Year decreases:
● Ordered Units
● Conversion Rate
Sales Diagnostic Summary View
BRAND ANALYTICS - Sales and Traffic Dashboards
Week Over Week View
Year over Year View

15. Sales Diagnostic Detail View
BRAND ANALYTICS - Sales and Traffic Dashboards
The data points to
evaluate
1. Ordered Revenue
2. Ordered Units
3. Sales Rank
4. ASP
5. Glance Views
6. Conversion Rate
1 2 3 4 5 6

16. Sales Diagnostic: Case Study
BRAND ANALYTICS - Sales and Traffic Dashboards
Out Of Stock?
Lost Buy Box?
Is there inventory to satisfy
this trend trajectory?

17. For example:
● We can pivot this out to look at the individual business units of Face and Body.
○ On the left is a pie chart representing the revenue portions of the weekly business for each of
the Body product lines.
○ The same can be seen in the right hand pie chart for the Face product lines.
Sales Diagnostic: Case Study
BRAND ANALYTICS - Sales and Traffic Dashboards

18. Net PPM = (Amazon’s) Net Pure Profit Margin
Net PPM
BRAND ANALYTICS - Sales and Traffic Dashboards
Year Over Year
improvements
Week Over
Week Decline

19. Net PPM Detail View
BRAND ANALYTICS - Sales and Traffic Dashboards

20. Traffic Diagnostic
BRAND ANALYTICS - Sales and Traffic Dashboards

21. Traffic Diagnostic Detail View
BRAND ANALYTICS - Sales and Traffic Dashboards
The data points to
evaluate
1. Glance View
2. Change in Glance
Views - Prior Period
3. Conversion Rate
4. Change in
Conversion Rate - Prior
Period
1 2 3 4

22. Reports to Utilize and Put
to Action
Operations
22

23. Reporting:
FORECAST AND
INVENTORY
PLANNING
Inventory planning to
prevent Out Of Stocks
INVENTORY HEALTH
Pinpoint and repair ASIN
health issues
23
DATA ANALYSIS ACTION !
INSIGHT
WE TURN DATA INTO ACTION AND WE ACT
OPERATIONS DASHBOARDS

24. Operations Dashboards
BRAND ANALYTICS - Operations Dashboards
Report Type
What the report
consists of
How to use it
>Forecast and
Inventory Planning
> Inventory Health
>ASIN level demand
forecasting
> ASIN and catalog
health
>Utilise demand trends
to replenish inventory
and prevent sales gaps
> Improve profitability
and promote growth
and course-correct on
trends

25. Forecast and Inventory Planning
BRAND ANALYTICS - Operations Dashboards

26. Forecast and Inventory Planning - Case Study
BRAND ANALYTICS - Operations Dashboards
If there are no PO’s
from Amazon we
can look for root
cause
Weeks on hand is
high = Possible
Overstock
situation
Let’s solve for the
problem of low or
no sales

27. Forecast and Inventory Planning - Case Study
BRAND ANALYTICS - Operations Dashboards
Submit Born To Run
offers to boost
inventory levels
and stay in stock
Identify demand
Review weeks of
cover quantities

28. Inventory Health
BRAND ANALYTICS - Operations Dashboards
The data
points to
evaluate
1. Net Received $
and Units
2. Sell-through
Rate
3. Sellable On
Hand Inventory
4. Aged Inventory
1 2 3 4

29. Reports to Utilize and Put
to Action
Consumer Behavior
29

30. Reporting:
AMAZON SEARCH
TERMS
Discover what search
terms are most used
to find your and other
products
REPEAT PURCHASE
BEHAVIOR
How can we acquire new
customers?
MARKET BASKET
ANALYSIS
Identify bundling and
cross-selling opportunities
DEMOGRAPHICS
Find opportunities to
connect with all
customer types
30
DATA ANALYSIS ACTION !
INSIGHT
WE TURN DATA INTO ACTION AND WE ACT
CONSUMER BEHAVIOR DASHBOARDS

31. Operations Dashboards
BRAND ANALYTICS - Operations Dashboards
Report Type
What the report
consists of
How to use it
>Amazon Search
Terms
> Repeat Purchase
Behavior
> Market Basket
Analysis
> Demographics
>ASIN level click
through data by search
term
> ASIN level purchase
data for return and
unique customers
> ASINs that are being
purchased together
> Market research into
different customer
demographics
>Strategize to improve
marketing campaigns
> Drive repeat
purchase as well as
acquire new to brand
customers
> Create up-sell, x-sell
and bundling
opportunities
> Connect with your
target audience

32. Amazon Search Terms
BRAND ANALYTICS - Consumer Behavior Dashboards
How are customers searching for your products?

33. Repeat Purchase Behavior
BRAND ANALYTICS - Consumer Behavior Dashboards
Unique and Repeat
Customers

34. Repeat Purchase Behavior - Case Study
BRAND ANALYTICS - Consumer Behavior Dashboards
● 82% increase
in subscribe
and save
revenue
● SnS Revenue
Grew to 26% of
Total Shipped
Revenue
● Increase in
subscription
count by 44%

35. Market Basket Analysis
BRAND ANALYTICS - Consumer Behavior Dashboards
35
Review and
Analyse
Increase
Sales
Download
report
Expand
Assortment

36. Marital Status
Age
Household Income
Education
Demographics
BRAND ANALYTICS - Consumer Behavior Dashboards

37. Demographics
BRAND ANALYTICS - Consumer Behavior Dashboards

38. Advanced Amazon Channel Strategy
CATALOG MANAGEMENT
Product Whitespace Analysis
Product Lifecycle Maintenance
Merchandising
ACCOUNT HEALTH
FBA Account Monitoring
Fulfillment Strategy
Amazon Annual Vendor Terms
Negotiation
Pricing Strategy
PLANNING, PO/SHIPMENTS,
OPERATIONAL COMPLIANCE
Forecasting
PO Management
FBA Shipments
Minimizing Chargebacks
38

39. Key Takeaways
1. Review the reports in Vendor Central regularly
2. Analyse the data
3. Utilize your observations and insights
4. Take action!

40. Schedule Your
Consultation
with an Amazon
Expert

41. Q&A
MICHEL DEMBO
Senior Account Manager,
Operations

42. 42
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43. Thank you!