Vendor Central – Business Value
How Vendor Central Reporting and Analytics Works for You
Other Vendor Central Reporting for Your Business
Manufacturer Answers and Reviews Reports
•You can find your Manufacturer Answers and Reviews Reports by going to the “Reports” tab on the top menu of Vendor Central and selecting “Manufacturer answers and review comments” from the Drop Down Menu.
•On this page you can view your answers to customers as well as the customer reviews report.
•These reports are generated weekly (Sunday to Saturday) and contain links to post your answers and comments.
•Please be sure to review Amazon’s posting guidelines on a regular basis.
•Reports are Amazon confidential information and can only be used in connection with the Manufacturer Answers and Comments program.
•You have to agree to the posting guidelines before you can proceed to access your reports.
•You can then select the report type and the date range to download the relevant
How, When and Where to use the Manufacturer Answers and Reviews Reports
•The best way to use these reports is obviously to:
*Ensure that you do respond to all customer questions; and
*To keep track of which of your ASINs are receiving reviews and what the reviews and their ratings are.
•Ensuring that you respond to all customer questions is highly desirable for any business as it engenders trust in the company and the brand and opens a direct dialogue between you and the most influential marketing campaign you can have: that of the consumer’s word of mouth.
•The downside to not replying to customer’s questions can have a very negative effect on your brand, you company and your products as consumers will believe that you do not have their personal interests at heart and, to be a successful business on Amazon, you must always ensure that the consumer feels they are the most important thing in the world to you.
•After all, a bad review can have very long lasting negative effects on your company and your brand.
•Keeping track of your reviews per ASIN and what their ratings are can give you a great overview of which of your products are met well by consumers and which aren’t.
•Knowing what these reviews contain can also give you valuable information as to why bad ratings are bad and why the good ratings are good.
•This allows you to know what to improve upon on the ASINs receiving bad reviews, be it that you need to make a better product or create a better, more in-depth, accurate and detailed listing for the product on Amazon so that it translates better online to consumers.
•For those ASINs with great reviews, you will know what works on Amazon when it comes to how you present your product on the Amazon storefront, as well as which attributes of your product are the most important features and benefits or why-buys and can be used to develop more products with the same or similar assets.
•It is always very useful to know which of your ASINs are the most in demand and why.
•Your good reviews are also apart of your marketing campaigns and strategies for any particular ASIN and knowing what they are can be used to develop similar marketing campaigns and strategies for other products too.
Sales and Inventory Reports
•You can find your Sales and Inventory Reports by going to the “Reports” tab on the top menu of Vendor Central and selecting “Sales & Inventory Report” from the Drop Down Menu.
•Some accounts will give you the same overview as what you can find on your Amazon Retail Analytics Dashboard under the “Sales Diagnostics” heading.
•Most other accounts will give an error message as this page now permanently resides on the Amazon Retail Analytics Dashboard instead.
•You can use Sales and Inventory reports to view sales and inventory information in current date ranges, past results, and at the level of individual products.
•The Sales and Inventory section provides three reporting areas.
•All three have export functionality so that you can view data and manipulate it in, for example, Excel.
How, When and Where to use the Sales and Inventory Reports
•First, the Sales and Inventory Dashboard provides reports with detailed views of your sales and inventory information.
•It gives you with a snapshot of your sales volume and inventory levels, based on different time periods, including: year-to-date, quarter-to-date, month-to-date, and week-to-date.
•For a broader view, use the Sales and Inventory Monthly Summary to compare sales and inventory on a monthly basis for 25 months (the current and past 24 months).
•In this report, you can have a number of different views when they apply, as determined by your vendor code.
•These include manufacturer, sourcing, and consignment.
•Finally, you can use Sales and Inventory Product Details to drill down to a detailed view of your sales and inventory information at the level of individual products.
•Again, your filters will depend on the nature of your products.
•Individual products, date range, search, size, color, and even style are all possibilities, depending on what you provide as a vendor.
•In terms of using Sales and Inventory specifically, you can export reports, search, select date ranges for historical segments, and apply a number of different filters. Views will vary, depending on your products.
•For example, if your products are apparel, you can filter by style, color, and size.
•You can find your Packaging Reports by going to the “Reports” tab on the top menu of Vendor Central and selecting “Packaging Reports” from the Drop Down Menu.
•Most Vendor Central accounts will have a message saying that Amazon is unable to provide updated packaging feedback reports.
•In some instances, however, this page will give you an overview of which returns were as a result of packaging issues and what the issues were exactly.
How, When and Where to use the Packaging Reports
•The best way to use the Packaging Report is to see how many of your returns from Amazon were packaging issues as opposed to product issues.
•You can identify which ASINs are consistently being returned due to their packaging and can then create a project to amend or upgrade your product packaging to prevent the ASIN being returned due to packaging issues in the future.
•These issues can be anything from flimsy packaging that constantly breaks before arriving at the consumer’s door, to insufficient information or languages on the packaging itself.
•If you have issues, deal with them immediately.
•A high return rate is usually, but not necessarily, coupled with a low feedback rating.
•Both can initiate a deadly “Downward Spiral.”
•By acting immediately on any returns due to packaging or product as mentioned earlier in the Amazon Retail Analytics Module, you can prevent this from happening.