2b - Amazon Money Machine - Getting Started - The Seller Account Dashboard.pdf - AMAZON Get Started - granger.hermiona

The Seller Account Dashboard

Purpose

In the previous lesson you learned about creating your Amazon Seller Account. In this lesson

you will be introduced to your seller account dashboard, also known as the "Seller Central"

dashboard, which should be accessible almost immediately following the completion of the

registration process.

NOTE : There is a lot of information made available via your dashboard. The information in this

lesson will not cover everything in the dashboard, but it will cover everything essential to

progressing through this course and allowing you to proceed with your marketing plans.

The Dashboard

Accessing the Dashboard

In order to access your Seller Account dashboard, go to sellercentral.amazon.com a nd enter the

email and password you specified when creating the account. Clicking the "Sign in" button will

bring you to the main page of your dashboard.

On the main screen you will see a number of tabs along the top and a 3 column page layout.

The tabs consist of links related to the title of each tab:



Inventory



Orders



Reports



Performance



Settings

The left column of the page contains some summary information/metrics about your orders,

feedback rating chart (positive, negative and star rating) and site map.

NOTE: The feedback rating chart is customer driven, meaning that the results are based on

feedback from customers. The star rating indicates the results of positive/neutral vs. negative

rating. One way to help your rating is to ask people for reviews and the higher the star rating,

the better.

The right column of the page contains ' Seller Performance ' rating, ' Payments Summary ' and

' Buyer Messages '.

If your seller performance rating is fair or poor, you can determine why by viewing details. The

page containing those details can be accessed by clicking either "View Details" or "Performance"

tab >> "Customer Metrics". Both of these links take you to the same page.

The payments summary includes your available balance (how much Amazon owes you) and the

value of the last payment settlement.

The buyer messages summary indicates how many unanswered messages remain and how

many messages have been received within the specified period; e.g. "last 7 days".

The center column contains some of the latest headlines from Amazon, allowing you to stay on

top of what is going on with Amazon, especially as it might affect you.

Handling Inventory

Whether adding new products or wanting to manage existing products, you can do so by

accessing the "Inventory" tab, then selecting the desired option. In the beginning you'll often be

accessing the "Add a Product" option but, as that is covered in more detail in later lessons, we'll

just mention it here.

The "Manage Inventory" screen provides quite a bit of useful information for the products you

are selling Amazon. It will contain such details as:



Product name



ASIN/ISBN number



Quantity (can be changed and updated here)



Condition (the condition you listed your product for)



Your Price



Low Price



Fulfilled by (Merchant (you) or Amazon)

You are able to search your inventory list as follows:



Product title



SKU



ISBN



ASIN

You are able to click an "Actions" link for an individual product in your list, enabling you to:



Edit details – e.g. pricing information, more if it is a product you've added.



Manage product images.



Change to 'Fulfilled by Amazon'.



Close listing – doesn't remove the product but closes the listing in case you don't want

to sell that product right now.



Delete product and listing.



Copy to new product – useful for new listing of similar product.

You can also add a product from this screen (same as selecting "Inventory" tab, "Add a Product"

option).

Managing Orders

The "Orders" tab allows you to access such options as "Manage Orders", etc. This is where you

manage the orders coming into your account (how to view them, etc.). This assumes you don't

have some software like Shipworks automatically pulling the orders or if you're using

"Fulfillment by Amazon" (FBA), in which case you wouldn't be required to manage the orders.

The "Manage Orders" screen will show you all the orders that come in. This screen will show

such details as:



Order date



Sales Channel



Fulfillment Channel - you or FBA



Order ID/Product Details



Contact Buyer



Shipping Service – how it was shipped



Status – shipped or unshipped



Estimated Delivery – based off of when you shipped it and method used



Action – print a packing slip, edit shipments or refund orders

Report Handling

This is a very important as it's here where you can find out how you get paid. This is accessed by

clicking on the "Reports" tab and selecting "Payments".

On the Payments screen, you'll be able to get a summary report on:



Orders – Product charges (orders that have come through), promo rebates, Amazon fees

(e.g. 15% take), and your total.



Refunds – total amount.



Other transactions – e.g. amounts of failed disbursements.



Balance



Current settlement amount – this may be less than the balance as sometimes Amazon

will hold back a little bit for situations like, for example, people don't refund if Amazon

thinks they will, etc.



Settlement date – when Amazon releases your funds next (you get paid 3-5 days after

this date). This occurs every 14 days, and this date is reset. All transactions accrued to

that date will be what you get paid for.

Another important report is "Business Reports" (via "Orders" tab). You have a number of

options available as to the type of report you want, in such categories as:



By Date



By ASIN



Other

You'll be able to view, for example, sales and traffic for a particular date period. This "Sales and

Traffic" report will show a graph of the data, as well as details on:



Date



Ordered Product Sales (for that date)



Units Ordered – this is product count, e.g. for 10 orders where 1 has 2 items, value is 11.



Orders Placed – this is order count, e.g. for 10 orders where 1 has 2 items, value is 10.



Product Sales per Order – average dollar amount per order.



Units per Order



Average Selling Price



Sessions – how many times someone viewed your product.



Order Session Percentage – percentage sales received relative to number of times

product was viewed (e.g. conversion rate).



Average Offer Count – how many different products you had for sale on that date.

Another 'date' report is the "Detail Sales and Traffic" report. It is fairly similar to the previously

mentioned report but with some differences:



Page Views – just like a website. This may be higher than session as some individuals

may refresh the product page, visit other pages and return, etc. so it's the same person

(session) with multiple views.



Buy Box Percentage – if you have a product on Amazon, how many times out of the total

sessions were you the seller in the buy box



Unit Session Percentage – similar to "Order Session Percentage" except it counts the

units relative to number of times product was viewed rather than sales.



Average Parent Items – in case you have 2 different sizes for a product, those values are

represented here

One other "By Date" report is the "Seller Performance" report, which contains, amongst other

things, the following details:



Refund Rate



Feedback Received



Negative Feedback Received



Received Negative Feedback Rate



A-to-z Claims Granted



Claims Amount

Fairly self-explanatory, this report is basically about you as a seller so these are good things to

know as you track your progress on a day to day basis.

In those first "By Date" reports, information is gathered on the basis of date. In the next

category, ASIN, you are able to report information gathered per product.

The first available report in this category is the "Detail Page Sales and Traffic", which has the

following details:



Parent (and child) ASIN – you'll have to either know the product name of the ASIN or

click on it to find out as the associated product name is not provided.



SKU



Sessions



Sessions Percentage – takes all sessions together and assigns a percentage of what a

specific product received; e.g. if all your products had 100 sessions but the specific

product had 25, this value would then be 25%.



Page Views – how many times viewed, and may be higher than session.



Page Views Percentage – calculated same as Sessions Percentage.



Buy Box Percentage – broken down by product rather than just by date.



Units Ordered



Unit Session Percentage – basically your conversion rate.



Ordered Product Sales – total sales for product.



Orders Placed

There are several other reports also available which we'll not cover here in order to avoid too

much redundancy on the information in this lesson. The few mentioned here are probably the

main ones you will look at but it is recommended you go take a look at what the other reports

provide as you may find the information there of value to you.

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