3 Amazon Reports to Increase Sales & Find More Customers

Tony Morales

August 28, 2020

Data is the oil behind the massive Amazon machine. It informs what products customers see, which sellers end up in the Buy Box, seller performance, and a plethora of insights across the platform that can help your brand thrive or dive. While there’s lots of data that Amazon keeps behind closed doors, there are valuable resources your brand can use to succeed, including Amazon Reports.

Amazon Reports

Amazon Reports (available through Seller Central) help your brand determine where your advertising dollars should go to most effectively grow your business, and the great news is that there are seven reports you can use to inform your ad spend on sponsored products:

  • Targeting Report
  • Search Term Report
  • Placement Report
  • Advertise Product Report
  • Campaign Report
  • Purchased Product Report
  • Performance Overtime Report

Five additional reports are available for sponsored brand advertisements, which help generate brand recognition:

  • Keyword Report
  • Keyword Placement Report
  • Campaign Report
  • Campaign Placement Report
  • Search Term Report

As the Director of Advertising at Pattern, I’ll walk you through three of the most valuable reports your brand can use to improve sales and get more clients.

1. Targeting Reports

When you’re looking to boost a product’s discoverability with your ad dollars on Amazon, you need to decide which keywords you are going to bid on that will drive the most traffic to your listing should you win. You also need to decide how much you’re willing to spend. Pattern’s brand partner Popsockets is a good example.

I might bid on a word like ‘Popsocket,’ ‘black Popsocket,’ ‘phone holder,’ ‘phone mount,’ ‘phone standup device.’ When I do this, I have to decide how much I’m willing to pay if the shopper clicks on that. Am I willing to pay a dollar? Am I willing to pay $5?

This is where Amazon’s targeting report comes in handy. Amazon’s targeting report gives you insights on the metrics for all of your campaigns that received at least one impression. It shows you every keyword, ASIN, and category you’re bidding on, including duplicate keywords.

What this report allows one to do is take a look at all of their keywords—all the stuff that they’re bidding on—and it allows them to figure out what’s profitable or what are the associated metrics. So I can see all of my keywords and how they’re performing, and I can see what words are most profitable to my business or what words essentially drive the most clicks or the most sales or what’s getting the most impressions and traffic.

Based on that information, brands can make the decision to bid more or less money for targeted advertisements to show up on specific keywords. Targeting reports (as well as keyword reports for sponsored brands) help you know how to win.

The best thing for this report is to figure out what are your must-win keywords. Using this targeting report or this keyword report, it essentially allows you to discover what your must-win entities are based on sales and based on traffic, and then you can bid accordingly to win these as often as you can afford.

By doing this, brands can increase the number of ad placements they have and theoretically increase the number of shoppers looking at and then purchasing their products.

2. Search Term Report

The Search Term Report (as well as the Placement Report) is an Amazon report my team at Pattern uses the very most to help brands succeed.

Let’s say you want to bid on the word “waterbottle.” There are three distinct match types you can choose from in Amazon’s system to make your bid: an exact match, a phrase match, and a broad match.

Exact Match With an exact match, the keyword will only show up if the customer types the word waterbottle into the search bar as is.

Amazon reports, exact phrase match | Pattern

This accounts for capitalization, punctuation, plural, and also Spanish translation. Essentially it’s when someone puts in waterbottle or waterbottles, that’s what the exact match is.

Phrase Match If your keyword is “waterbottle” and you set your match type to phrase match, your ads will not only show up for exact searches for waterbottles but for searches with additional verbiage at the beginning or the end of the word. This could mean phrases like blue waterbottle, insulated waterbottle, large waterbottle, or waterbottle for hiking will be included in your ad campaign.

Broad Match The final match type does everything an exact match and phrase match do, but it also allows for longer extrapolations and words that show up in between your keyword.

An example of a broad match for the keyword “waterbottle” would be something like “water big bottle” or “water insulated bottle.”

Where the Search Term Report comes in

The Search Term Report specifies a designation between the keyword and the search term. While the targeting (or keyword) report focuses simply on the keyword “waterbottle,” the Search Term Report takes a look at all of the different variations that someone may search for that are connected to the keyword “waterbottle” via a phrase match or broad match. It then gives you the data associated with these terms.

The data from the Search Term Report can help you identify terms that don’t perform well and add them as negative keywords in your campaigns. This ensures that they’re removed from your campaigns and ads aren’t populated for them, which keeps your brand from wasting money.

Another thing the search term report allows brands to do is identify words that are performing really well and getting you lots of sales. Once these phrases are identified, you can add them to your advertising campaign as keywords rather than search terms so they’re treated independently. That allows you to make specific bids with dollar amounts attached that you’re willing to spend. Once you’ve added these search terms as keywords, you can run search reports on adjacent phrases to them that may be just as successful.

3. Placement Reports

The Placement Report gives brands visibility about where their ads are going on Amazon so that they know how much they should bid.

When you do sponsored products, what happens is they show up in different spots. Some of them show up at the top of the page at the very top of Amazon search results. Some show up on what are called product detail pages, and other ads show up essentially in the rest of Amazon.

The Placement Report can help brands identify how many impressions are showing up at the top of the page, how much they’re winning in the top of the search, and how much of their money is going there. Those brands, should they choose to do so, can then increase their bid anywhere from 0 to 900% using placement multipliers in order to win a top-of-search or product detail page placement.

Using the Placement Report brands can use bidding and multipliers to consistently try to improve the percentage of top-of-search placements they’re winning and funnel the majority of their money towards those placements, giving them the best conversion possible.

Working through Amazon Reports may be a bit overwhelming, but Pattern can help brands use them to succeed. When you’re working with a company like Pattern, we save this data on your behalf and you don’t have to worry about saving it all on your own and keeping it someplace.

To learn more about Amazon Reports and how Pattern can help your brand succeed on Amazon, contact us below.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)