If you sell on Amazon and want to grow sustainably, you need to understand your Amazon Metrics. These statistics show exactly how you’re performing as a seller — and how your ads, products and campaigns are doing. Especially when you use Amazon Advertising, these metrics are essential for optimizing performance.
In this article, you’ll learn:
- Why Amazon seller metrics are so important
- What the key performance and advertising metrics mean
- How to actively monitor and maintain a healthy Amazon account
By interpreting your numbers correctly, you can steer toward more traffic, higher conversion and stronger sales performance.
Amazon metrics — why are they so important?
You can only be successful on Amazon if you understand what’s happening behind the scenes. Metrics tell you:
- how well your products are performing
- whether your ads are profitable
- where optimization is needed
- and whether Amazon sees you as a reliable seller
New sellers often drop out because the data seems overwhelming. But those insights are exactly what help you make smarter decisions, from pricing to advertising strategy.
Solid metrics also protect your selling rights. Amazon only allows strong, reliable sellers in certain categories, like electronics, health or fashion. If your performance drops, Amazon may temporarily restrict your selling privileges.
In short: metrics determine your revenue and your long-term future on Amazon.
Amazon Advertising & performance metrics explained
When you monitor your metrics daily, your revenue grows, your conversion rate improves and your campaigns become more profitable. Below you’ll find the most important terms — and how to use them to your advantage.
Average Cost of Sale (ACoS)
ACoS shows, in percentages, how much you spend on advertising per sale.
- Low ACoS = strong performance
- High ACoS = your ad costs too much compared to revenue
An ACoS of 0% would mean you spend nothing on ads and still make sales — ideal in theory, but impossible in practice. ACoS gives you an instant view of whether your campaigns are profitable.
Impressions
This shows how many times your ad was shown. Low impressions may be caused by:
- a bid that’s too low — competitors outbid you
- wrong keywords — too specific, too narrow or not aligned with user intent
Your first step? Increase your bid and review your keywords.
Clicks
Clicks show how many people found your ad interesting enough to visit your product page.
Watch for two common scenarios:
Lots of clicks, few sales
→ There’s an issue on your product page.
→ Review your product content, visuals or targeting.
Few clicks, many impressions
→ Your targeting is off: people see the ad, but it’s not relevant to them.
→ Optimize your keywords and ad copy.
Click-Through Rate (CTR)
CTR = clicks ÷ impressions.
A high CTR means your ad appeals to shoppers. A low CTR? Then you should adjust:
- ad text
- product image
- keywords
- ad placement
Also compare against competitors to identify gaps.
Total Spend
Total Spend is the total amount you spend on advertising.
- Too low? Amazon won’t show your ads enough.
- Too high? You waste budget without improving results.
The goal is balance: enough spend to drive performance, but not so much that your margins collapse.
Total revenue
This is the sum of organic + paid sales.
A healthy ratio is 60% organic – 40% paid.
This shows your ads support sales, not drive them entirely.
Cost per click (CPC)
CPC determines how much you pay when someone clicks your ad.
It must always align with:
- your profit margin
- your selling price
- your competitive landscape
If you only earn €1 margin, a high CPC makes sales unprofitable. Keep your prices, margins and ad costs balanced.
Conversion rate (CVR)
Conversion rate = the percentage of visitors who buy.
- Average Amazon PPC: ~9.6%
- Average e-commerce: ~1.33%
Amazon rewards high-converting products by showing them more often. A low CVR means you need to improve your PDP, pricing or targeting.
How to monitor your Amazon seller metrics
This depends on your account type:
Individuele verkopers
Have access to: sales performance, payments, returns and tax documents.
Professional sellers
Get access to additional reports: business reports, inventory reports, traffic reports and overall sales data. This allows you to steer strategically on stock levels, promotions and advertising.
The key Amazon seller metrics to monitor
- Order Defect Rate (ODR): Must stay below 1%. Anything higher risks account suspension.
- Reviews: More positive reviews = better ranking and visibility.
- Cancellation rate: Must stay below 2.5%. Higher than this can lead to account restrictions.
- Late shipment rate: Must stay under 4%. Late confirmations damage your seller health.
- Valid Tracking Rate: At least 95% of your shipments must include a valid tracking number. Not scanned = not valid.
Need help interpreting Amazon Metrics?
Understanding your Amazon seller metrics can be complex — but it directly impacts your profitability and long-term stability on the platform.
At Follo, we help brands with:
- analyzing seller metrics
- improving account health
- running profitable ad campaigns
- scaling their marketplace performance
Want to spar about your Amazon metrics or advertising strategy? We’re here to help.
