Amazon Account Management: Top 10 KPIs Your Manager Should Be Tracking

When it comes to optimizing your Amazon account, tracking the right KPIs is crucial. Amazon account management involves monitoring key performance indicators (KPIs) that help identify areas for improvement, optimize strategies, and increase sales. Whether you’re managing your account in-house or with an expert Amazon account manager, understanding which metrics to focus on ensures your brand’s growth on Amazon. In this post, we’ll explore the top 10 KPIs your Amazon account management team should be tracking to help your brand succeed.

1. Signs You Need an Amazon Account Manager: Tracking NTB Rate for Growth

New-to-Brand (NTB) rate measures how many of your sales come from customers who haven’t purchased from your brand before. For brands aiming to grow their Amazon presence, increasing the NTB rate is key. A strong NTB rate indicates that your ads and listings are successfully attracting new customers.

An Amazon account manager should monitor this metric to:

• Track Campaign Effectiveness: Evaluate how well your Sponsored Brands, Sponsored Products, and DSP campaigns are bringing in fresh customers.
• Optimize Targeting: Adjust targeting strategies to ensure ads are reaching new, high-intent shoppers.

If your NTB rate isn’t high enough, it may be time to refine your advertising strategy. Learn more about NTB in this Amazon Advertising blog.

2. How Amazon Account Management Can Help Improve Best Seller Rank (BSR)

Best Seller Rank (BSR) is an important indicator of how well your products are performing relative to other products in your category. It’s updated hourly and is based on sales volume. The lower the BSR, the higher the sales, and the better the product is performing.

An Amazon account manager should track BSR to:

• Measure Product Performance: Identify top-selling products and adjust inventory and advertising strategies accordingly.
• Spot Trends: Understand which products are gaining traction in the market and which are losing momentum.

If your BSR is high, it’s an indication that your product isn’t selling as well as it could be. An account manager can adjust your strategy to improve it.

3. Why Your Amazon Account Manager Should Track Total Advertising Cost of Sale (TACoS)

TACoS is a critical metric that measures the overall efficiency of your Amazon advertising. It compares your total ad spend to your total sales, giving you a clear picture of how much you’re investing in ads versus what you’re earning in revenue.

Why your Amazon account management team should track TACoS:

• Maximize Ad Spend Efficiency: A low TACoS means you’re spending wisely on advertising. A high TACoS signals overspending or underperformance in your campaigns.
• Evaluate Long-Term ROI: Unlike ACoS (Advertising Cost of Sale), which measures ad spend relative to ad sales, TACoS looks at total sales, making it a better metric for long-term growth.

By tracking TACoS, your Amazon account manager can optimize campaigns for a higher return on investment. Learn more about TACoS in this guide by WordStream.

4. Using Conversion Rate in Amazon Account Management for Better Results

Your conversion rate tells you how many visitors to your product pages are making a purchase. A higher conversion rate means your listings are effective, and shoppers are more likely to buy. This is one of the most important KPIs an Amazon account manager should monitor.

Why it matters:

• Evaluate Listing Effectiveness: Poor conversion rates often signal that listings need to be optimized, whether through better images, more compelling copy, or improved A+ content.
• Optimize Ad Campaigns: If your ad spend is driving traffic but conversion rates are low, it could indicate issues with your listing or pricing.

A strong conversion rate shows that your products are not only being discovered but are also compelling enough to drive purchases.

5. Impressions and Click-Through Rate (CTR)

Impressions track how often your ads or listings are shown, while CTR shows how many of those impressions resulted in clicks. Both metrics are key to evaluating the effectiveness of your product visibility.

Why your Amazon account management team tracks these:

• Measure Ad and Listing Visibility: High impressions but low CTR indicate that your ads or listings are visible but not engaging enough.
• Refine Targeting and Creatives: By analyzing CTR, your account manager can adjust your ad copy or refine your targeting to improve engagement.

Tracking both metrics helps ensure your products are reaching the right audience and generating interest.

6. Customer Satisfaction Metrics (CSAT) and Seller Feedback

Amazon is customer-centric, and a high CSAT score and positive seller feedback are vital for maintaining a strong brand reputation. These metrics measure customer satisfaction and can significantly impact your product’s visibility and sales.

Why track CSAT and seller feedback:

• Monitor Customer Experience: Poor feedback can indicate issues with product quality, fulfillment, or customer service.
• Improve Listings and Services: Regularly tracking these metrics allows your account manager to address any service issues and improve product listings.

Positive feedback and high CSAT scores increase trust, helping to drive higher conversions and customer loyalty.

7. Organic and Paid Sales Split

Tracking the balance between organic and paid sales is essential for understanding how effective your paid campaigns are at driving conversions. Ideally, you want to see a steady increase in organic sales as your brand grows.

Why your Amazon account management team should track this:

• Evaluate Campaign Effectiveness: A good split indicates your ads are boosting visibility without overspending on paid ads.
• Optimize for Organic Growth: If your organic sales aren’t growing, it might be time to shift focus to SEO and listing optimization strategies.

Your account manager should focus on improving the balance between these two to help your brand scale naturally.

8. Stock Availability Rate

Stockouts can negatively affect your Amazon rankings and sales. Tracking the availability of your products ensures you’re not losing out on potential sales due to inventory issues.

Why track stock availability:

• Minimize Lost Sales: When your products go out of stock, sales opportunities are lost, and your product rankings can drop.
• Ensure Consistency: Maintaining consistent stock levels helps to boost BSR and maintain momentum.

Your account manager will ensure your inventory levels align with demand to prevent stockouts and maximize sales.

9. Return Rate

High return rates can indicate problems with your product or customer experience. This KPI helps you identify and address potential quality issues, ensuring better customer satisfaction.

Why track return rate:

• Identify Product Issues: A high return rate often points to dissatisfaction with the product.
• Refine Product Listings: Misleading product descriptions or inaccurate images can contribute to returns. Your consultant will ensure your listings accurately reflect your product.

Lowering return rates improves your seller performance metrics and customer trust.

10. Sales Growth Rate

Finally, your sales growth rate is one of the most important KPIs for tracking the overall success of your Amazon strategy. A steady growth rate indicates that your business is expanding, and the strategies you’ve implemented are working.

Why track sales growth:

• Assess Long-Term Success: A consistent growth rate indicates that your efforts are driving results.
• Identify Opportunities for Expansion: Tracking growth helps your account manager spot opportunities for new product listings, new ad campaigns, or even international expansion.

Sales growth is the ultimate indicator of whether your Amazon account management strategy is succeeding.

Conclusion

Tracking the right KPIs is crucial for ensuring that your Amazon account is performing at its best. By monitoring metrics like NTB rate, BSR, TACoS, and others, an experienced Amazon account management partner can optimize your strategy, identify inefficiencies, and drive long-term success. At Goamify, we focus on performance-first strategies to ensure your brand achieves maximum growth on Amazon.

If you’re ready to take your Amazon business to the next level, contact Goamify for expert Amazon account management services. Let’s turn these KPIs into actionable insights and drive success together.