6 Metrics That Will Propel Your Amazon FBA Business to the Top

As Mayan’s CEO, I’ve worked closely with hundreds of FBA sellers who are laser-focused on optimizing sales and visibility on Amazon. I’ve learned that success on Amazon goes beyond listing products that consumers want—it’s about mastering the metrics that directly influence your product rank to drive clicks and conversions. 

I’m sharing some of the insights I’ve gathered from our most successful clients on rank-boosting metrics that give your Amazon FBA business the greatest potential in discoverability, visibility, and sales. Let’s dive in!

The 6 Most Important Metrics For Amazon Sellers

1. Amazon Keyword Ranking

Effective, high-traffic keywords are integral to the success of your Amazon FBA business. Optimizing your listings with the right keywords ensures customers can discover your products when they search on Amazon. But are your listings ranking well for high-value keywords? Tracking your keyword rankings over time helps you continually optimize your listings and ensure customers can see your products when they search on Amazon.

CEO Tip: Use keyword research tools like MerchantWords and Amazon’s Product Opportunity Explorer, or conduct sample keyword searches to find the terms your competitors are using effectively. 

2. Conversion Rate (CR)

How many clicks on your product listings turn into sales? Keeping your finger on the pulse of your business means paying close attention to your conversion rate (CR). The better your CR, the more Amazon rewards you with a higher rank in search. Tracking and focusing on improving your CR is critical for success on Amazon. Product listing optimization and Amazon PPC campaigns are effective ways to boost your CR and propel your listings to the top. 

CEO Tip: Make sure you’re targeting accurate, relevant keywords—this ensures clicks come from buyers who are more likely to convert and boost your CR. 

3. Customer Reviews and Ratings

Positive customer reviews help increase search rankings for your products, while negative reviews can repel potential buyers and hurt your visibility. I see our most successful Amazon FBA seller clients monitoring reviews carefully, addressing negative feedback quickly, and encouraging satisfied customers to leave reviews. It’s a simple metric to track and helps you engage with your customer base while helping drive your listings to the top of search results. 

CEO Tip: Use Amazon's Buyer-Seller Messaging system to get more customer reviews. Be quick to address negative feedback—you may be able to turn a negative review into a positive one with a prompt solution.

4. Return Rate

Your return rate influences your success and profitability on Amazon. It’s not just important to your bottom line—customers can now get insight into your return rate if items are sent back regularly. In 2023, Amazon introduced the frequently returned item badge to help ensure a better shopping experience on the app. With average ecommerce return rates sitting around 21%, you can put a lock on your profits by monitoring your return rates and implementing strategies to lower them. 

CEO Tip: Monitor your Return Reports in Seller Central and work on product listings to ensure they’re accurate (images, titles, and descriptions) so customers know exactly what they’re getting and are less likely to return. 

5. Inventory Management and Fulfillment

When you maintain healthy inventory levels and fulfill orders promptly, Amazon takes notice and rewards you with a higher search rank. Running out of stock can result in your listings being suppressed from view, tanking profits and visibility. Keep an eye on your inventory with Amazon’s Fulfilled by Amazon (FBA) service to make sure orders are reliably filled and shipped to take advantage of this boost in rankings. 

CEO Tip: Here at Mayan, we’ve built our Inventory Optimization solution to provide sellers with projected inventory based on sales and advertising data. This keeps sellers from ever having to pause ads unexpectedly and losing out on months of hard-earned sales velocity. The best part? It's FREE!

6. Click-Through Rate (CTR)

Impressions tell you how many people see your listings and clicks pinpoint the number of customers who are interested enough to visit your product pages. Together, these metrics give you the click-through rate (CTR), and it’s one of the most important metrics to track as you optimize and build your Amazon FBA business. Compelling titles and descriptions with eye-catching images and videos are powerful ways to increase your CTRs, as well as conducting A/B testing to see which iterations have the greatest effect. 

CEO Tip: Use Amazon's A+ Content feature to enhance your product listings and capture potential customers' attention for higher CTRs that lead to increased sales. 

When you focus on monitoring these 6 key metrics for continual improvement as an Amazon seller, you’ll boost product listing rankings, build trust with customers, improve inventory management, and establish a thriving FBA business that stands the test of time.

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