Selling on Amazon involves constant decision-making: adjusting prices, reviewing campaigns, monitoring inventory, and identifying products that are losing traction. But having a lot of data available doesn't mean it all deserves the same attention. To truly understand how a business is evolving within the marketplace, it's advisable to establish a weekly review focused on a few key metrics that can anticipate problems and opportunities. The main Amazon metrics that a seller should review each week are sales, units sold, sessions, conversion rate, profitability, advertising performance, keyword ranking, returns, and inventory levels. Analyzing them together allows you to understand not only how much you're selling, but also why the results are changing. Sales, traffic, and conversion: understanding what's happening The first metric that usually catches your eye is weekly sales, but looking at them in isolation provides little information. It's best to compare them with the previous week and, when there's seasonality, with equivalent periods. In addition to revenue, it's helpful to review units sold by ASIN, as this allows you to quickly identify which products are gaining or losing ground within the catalog. The next indicator is the number of sessions or visits received by product pages. If sales are declining, checking traffic helps pinpoint the cause. A drop in sessions might be related to lower product visibility, while maintaining traffic but selling less points to other issues related to the product listing, pricing, reviews, or competition. This is where one of the most important metrics comes into play: the conversion rate. In Amazon reports, the Unit Session Percentage relates the number of units purchased to the number of sessions received by a product. A product listing can attract many visits and yet convert very little. When this happens, it's worth reviewing elements such as images, content, price, ratings, delivery terms, or recent changes made by other sellers. It's also advisable to monitor the ranking of your main keywords weekly. Losing positions for relevant searches can ultimately affect organic traffic and, subsequently, sales. You don't need to monitor hundreds of terms: it's more useful to identify the keywords that generate the most business and check if they are performing consistently. As the number of products, campaigns, and keywords increases, manually gathering all this information can become a problem. Tools like Helium 10 allow you to centralize data related to sales, profitability, keywords, and inventory, making it easier to identify changes without having to review different reports separately. Profitability, Advertising, and Inventory to Protect Your Business Increasing revenue doesn't necessarily mean earning more. That's why another essential review is the actual profitability of each product. You need to look at revenue, product costs, Amazon fees, logistics expenses, advertising investment, and returns. An ASIN can increase its sales and, at the same time, reduce its margin if its costs are also rising.

In advertising, one of the best-known metrics is ACoS (Advertising Cost of Sales), which relates advertising spend to sales attributed to ads. However, it shouldn't be analyzed in isolation. It's advisable to cross-reference it with TACoS, which compares advertising investment to total sales, including organic sales. This allows for a better understanding of how much the business depends on advertising to maintain its volume. The average CPC also deserves attention, especially when campaigns are stable. If the cost per click increases while the conversion rate remains the same, acquiring each sale becomes progressively more expensive. Reviewing search terms, campaigns, and products allows you to pinpoint where this spending is concentrated before it significantly impacts the margin. Another important indicator is returns and refunds. A sudden increase can reveal problems with the product, expectations generated by the product description, or even logistical issues. Rather than just looking at the percentage, it's important to identify which ASINs are experiencing the most returns and whether there's a pattern behind them. Finally, no weekly review should overlook inventory levels and estimated days of supply. Running out of stock can hinder sales and visibility, while accumulating too much inventory ties up capital and can generate additional costs. Analytics and inventory tools can help estimate when replenishment will be necessary based on sales trends. The key is to interpret all these metrics as links in a chain. Less visibility can lead to less traffic; less traffic, fewer sales; poorer conversion rates can increase advertising costs; and an overly aggressive campaign can boost revenue while reducing profitability. Reviewing them weekly allows you to identify these relationships before a small deviation becomes a bigger problem.