Amazon Metrics Glossary
This article is just as the title describes: Comprehensive definitions of all metrics offered across Amazon Brand Analytics Reports.
1D Shipping Speed — One-day or next-day shipping captures the number of times the "impressed/clicked/cart-added/purchased" ASIN displayed with the "One-Day" delivery message in the search results page.
2D Shipping Speed — This metric captures the number of times the "impressed/clicked/cart-added/purchased" ASIN displayed with the two day delivery message in the search results page.
ASIN — Amazon Standard Identification Number
Cart Adds — Total number of ASIN cart adds for the selected time period originated from the search results page.
Customers can add to their shopping cart from pages like details page. Amazon attributes the cart-add count to the ASIN that was displayed in Search.
There are other cart-add possibilities such as customers directed to the product's detail page from external sites. Amazon does not count these cart-adds since they are not originated from Search.
Clicks — Total number of ASIN clicks or glance views for the selected time period originated from the search results page. A click is valid when the detail page of the ASIN is rendered from the search page.
Click Rate (CTR) — The CTR is the most influential metric that helps you determine your overall product quality. It includes the percentage of clicks to impressions for ASINs originated from the search results page.
CTR represents the level of engagement your product received. For example, if your ASIN received 10,000 impressions and 300 clicks, you would have a 3% CTR.
There is no exact number to determine what a good CTR is since it varies by product type, device type (mobile vs desktop), and query.
Conversion Rate — The conversion rate describes the successful transition of a customer from clicks to purchase. This metric includes the percentage of purchases to clicks for ASINs originated from the search results page.
The attribution to purchase is based on last product discovery. If the ASIN purchased is last discovered in search then the purchase count is included. It is not included if the purchase is due to the customer directly visiting the product's detail page from external sites.
Impressions — Total number of impressions, for the selected time period, originated from the search results page across all search queries. An impression is counted every time the ASIN is displayed in the search results page.
It includes both organic and sponsored products but excludes ASINS displayed in a widget such as "Editorial recommendations", "Top rated", "Highly rated".
It includes products displayed to the customers irrespective of whether the product is in the scrollable view or below the fold. Suppose your product is displayed at position 16 for a query "coffee pod" and customers can see the product only if they scroll down the list. Amazon will count the product as one impression.
It includes ASINs only from pages that are rendered to the customer and not the secondary pages that didn’t get views. It includes below the fold ASINs. For example, if the ASIN is rendered in the second page then it will be included. If the ASIN is suppose to appear in the tenth page but never rendered to the customer because no customers clicked page 10 then that ASIN count is not included.
It includes counts from refinements. For example, if your product is displayed for the query "coffee", Amazon counts it as one impression. If the customer refines the query by selecting "Medium Roast" and your product displayed again, then it is counted again.
Price (Median) — Median listing price of the "impressed/clicked/cart-added" ASINs at the time of the display in the search results page. The purchase price of the product will vary because it includes coupons, discounts, shipping, gift cards etc.
This metric will help you understand if the price plays a role in impression, click, cart adds and purchases. Factors that could make the purchase price higher than impressed/clicks/cart-add price are: Shipping, Taxes, Gift Cards, Audible audiobook is free with an audible membership but not for non-members.
Factors that will lead to a lower purchase price than impressed/clicks/cart-add price are: Coupons, Discounts, Account credit.
Purchases — Total number of ASIN purchases for the selected time period originated from the search results page.
This metric indicates that after adding your product to cart, customers are interested enough to buy the product.
It includes the count only when the product is purchased. Amazon does not exclude purchases that are cancelled and returned.
The purchase count may not match the total sales count from your sales report. This value includes purchases attributed to the search funnel originating from the search results page. It does not include sales from widgets like "Top Rated" and pages outside of Search such as the homepage and the details page.
It includes purchases that happened within a day. For example, starting from the query and all funnel metrics such as impressions, clicks, cart adds and purchases, all actions should have happened within the 24 hours period (i.e., attribution time period is 24 hours). If a customer queried, added to cart but purchased the following day, then that purchase will remain unattributed.
Query Volume — The number of times this query was searched during the selected time period.
IMPORTANT: Amazon removes duplicate queries issued within a day (a.k.a normalized). Meaning, if the same query issued by same customer session in a 24 hour time period, Amazon will count that as one query. When you use the query volume to calculate the CTR, the % will sometimes be greater than 100 because this number is a de-duped version and the impressions, clicks, cart-adds and purchases includes duplicate actions from customers.
Rating (Median) — Median rating of the ASIN at the time of the display in the search results page.
Customer review ratings are from poor (1) to excellent (5).
Median rating is usually volatile and fluctuates during the initial product launch, due to low count. It stabilizes with more review volume.
Same-Day Shipping Speed — Same day shipping speed means customers receive the product within the day after purchasing them. This metric captures the number of times the "impressed/clicked/cart-added/purchased" ASIN displayed with the same day delivery message in the search results page. Less than 2 days shipping is usually considered as "fast" shipping in many locales. With the same-day shipping, customers who place their purchase order get their orders processed, packaged and delivered within 24 hours. This metric will help you understand the extent of the impact of same day shipping method to your product's performance.
Search Query — The query searched by the customers. This column cannot be hidden.
Amazon does not group the queries into topics. What you see is what has been typed by the customer.
Amazon will include queries associated with the selected Brand. If suppose you introduce a totally new category, say “coffee mugs” in the future, Amazon will include queries related to coffee mugs as well.
The queries include both “broad shopping intent” and spearfishing or “specific shopping intent” queries.
Total Sales — Total sales or gross sales is the grand total of all sales revenues for the selected time period originated from the search results page.
The total number of the product that was sold, regardless of how much money you bring in or whether or not you make a profit.
If you compare this data with your sales report, it will not match. The total sales count here includes ASINs ONLY coming from the search results page. For example, the search page contains different widgets such as "Top Rated", "New Arrivals" and customers can visit the ASIN's details page through external traffic. Amazon is not including this traffic data, hence the total sales count will differ between this report and your overall sales report.
