3 Metrics Everyone Selling on Amazon FBA Should Track

You’re selling on Amazon FBA, and you want results.

For example, when you decide to stock a new SKU, you expect orders to roll in tomorrow—not a week from now. You want to own the Buy Box for that item—not share it with a multitude of other vendors.

You’re not screwing around here!

When it comes to feedback solicitation, however, are you measuring the effectiveness of your campaigns?

Simply sending emails to customers offers little value unless there is a definable, measurable outcome. In this post, we’ll discuss the three email metrics merchants should keep an eye on, particularly when it comes to ensuring satisfaction with Amazon customers.

1. Open Rates

Remember the days before the Amazon marketplace? To measure customer satisfaction, you basically had two options: ask in person or send a mailed survey. As with any type of direct mail, most pieces ended up in the trash can. Some were opened, but you had no way of measuring success until responses arrived.

Luckily, those days are gone and selling on Amazon FBA is here. In addition to leveraging the world’s most advanced seller reputation system to collect feedback, savvy users utilize a feedback solicitation service such as our ZonMaster system (click here for a 15-day trial). Based on your preferred delivery settings, ZonMaster automatically sends feedback request emails to your customers. The emails can be customized with subject lines, SKU-specific copy and eye-catching graphics (and more than a dozen other variables) that match your company’s branding and messaging.

Once deployed, your great content and ZonMaster’s flexible timing should result in a predictable open rate. While open rates vary based on product category and demographics, top merchants tend to experience open rates between 10% and 15%. ZonMaster aggregates this open rate data and presents it in a digestible format.



For each email template, users gain access to a wealth of open rate data, including:

  • The number of recipients who opened (or did not open) an email
  • Percentage of emails opened vs. unopened
  • Month by Month history for the lifetime of the email

Armed with this information, you’re ready to tackle your next challenge in selling on Amazon FBA: optimizing click-through rates.

2. Click-Through Rates

Even a 100% open rate offers little value if your click-through rate is stuck at 0% (or near 0%). To get more customers sharing their experience via the Amazon feedback system, you need to first get them clicking on your solicitation links.

By using ZonMaster, you can monitor and compare which emails are yielding the most engagement. ZonMaster makes it easy to track:

  • Click-through percentages
  • Total number of unique clicks
  • Emails with high open rates but low click rates
  • Percentage of opened emails with clicks

If you’re experiencing unusually low click-through rates (below 2% would be considered low), perhaps it’s time to make a few template adjustments. For example, you might try:

  • Testing a different email template
  • Re-positioning the placement of your call-to-action
  • Reviewing your copy for potential issues
  • Adjusting delivery and email templates rules for optimal engagement

3. Conversion Rates

For most online retailers, the word “conversion” equals a sale. This is of course true when sending a traditional email newsletter or purchasing keyword advertising.

When it comes to reputation management, most people Selling on Amazon FBA could argue that a conversion involves receiving seller feedback. Remember, the goal of feedback solicitation is first and foremost to ensure satisfaction. The natural byproduct of such satisfaction could come in the form of an Amazon feedback. If you provide an amazing interaction, ship ahead of schedule, show customers you care, then ZonMaster will take care of the rest.

As we’ve pointed out numerous times, even the most satisfied customers will only leave feedback about 5% to 10% of the time. ZonMaster helps ensure that your most satisfied customers are prompted to do so at exactly the right time.

Start Tracking Feedback Solicitation Metrics

If you’re ready to take your feedback management to a new level, it’s time you start tracking open, click and conversion rates. Sign up for ZonMaster today.


Make Smarter Decisions With Better Data Visibility

Big Data, Not Just For Big Businesses

Big businesses aren’t the only ones making data-driven decisions.

With the advent of open APIs and SaaS platforms such as ZonMaster, Amazon merchants are now gaining access to information only dreamed about in years past.

In this post, we’ll look at how ZonMaster helps you to make more data-driven decisions. ZonMaster is the market leader in giving you access and visibility to your sales data.

Match Reviews and Orders

Consumers trust the Amazon marketplace for a number of reasons. Most notably, they count on the collective genius found within millions of unbiased product reviews. Unlike traditional offline shopping that relies on smooth sales tactics and the shopper’s “gut feeling,”, Inc. limits the buyer’s risk by aggregating word-of-mouth referrals (or critiques) for every imaginable item.

In a similar way, merchants can also gain valuable insight from product review data. Through our interaction with our users, we consistently find that sellers use product reviews for a variety of purposes, including:

  • Determining which products to source
  • Working on SEO for private-label product(s)
  • Monitoring the popularity of items in inventory
  • Improving product quality
  • Helping suppliers improve
  • Deciding when to drop an item

Although extremely useful to Amazon merchants, product review data has historically been challenging to synthesize. While shoppers often enjoy perusing dozens of reviews, sellers aren’t interested in manually tracking hundreds or thousands of reviews for each SKU.

ZonMaster simplifies the analysis of product reviews. We do the number crunching for you. You’ll be able to see important information, such as average review rating, number of recent positive and negative reviews and much more. Sign up today and get unlimited ASIN’s matched (well, all the ASIN’s you’re selling!). We don’t like restrictions.


Dangerous Amounts of Data!

With the level of data ZonMaster provides you, you’re going to do some serious damage…to your competitors!

In addition to the brief overview about (which is all the most other platforms give you!), we dive deeeeeep!


I mean, this is a bit silly! Here is a very condensed look at a page for an item. We’ll break it down into it’s component parts.


First we give you a break down of your current ranking in all applicable categories. And you stock levels.


Complete Sales History By Month (click to get a day by day break down!)


A list of all the orders for this item, regardless of marketplace they are sold in. (ZonMaster supports global Amazon, don’t cha know?!)


Finally all your reviews.

Review Matching Helps Measure Your Impact

Taking analytics one step further, ZonMaster “matches” your orders to reviews left on the Amazon marketplace. The net result is an actionable list of customer data. You’ll get order number, customer information, marketplace and rating. If you click through to the order you even see our patented Order Timeline.

Late Email

Telling you exactly when events happened – purchase, shipment, delivery, your emails… everything!

Make the Most of Amazon Feedback Data

If you’re looking for a way to make more data-driven decisions for your Amazon business, ZonMaster is the right tool for you. Users gain access to a wealth of knowledge, presented in an intuitive, action-oriented format.

Try ZonMaster today and engage more customers, stay ahead of shifting consumer preferences and grow your bottom line.


[Updates] Global Sales Map

sales by country

Where in the World?

Carrying on from our update that broke down sales by ‘Channel’ (i.e. Amazon site), we’ve added a further analysis of yours sales – this time by country. You access this chart by clicking on ‘Country Details’ below the Channels pie chart on the Orders overview page (

This information is very enlightening because Sales Channel does not really give you the full picture.

The above seller’s Sales Channel pie chart looks like this:


Not too helpful.

Because Amazon offers you a global platform, you can better serve your customers by seeing where they are. The interesting thing about the country graph is that you can see that maybe you’d be better off listing on Amazon EU directly, if you are getting some interest from customers in Europe.

The other thing is to know if you need to follow up in different languages.

Information is good! The more you know about your sales the better you can increase those sales.


[Updates] Sales Breakdown By Channel

Just a quickie here.

We’ve added a pie chart (the tastiest of all the charts!) to your orders overview page that shows you which channels (i.e. Amazon site) your orders came from.

For some of you selling only on this might not be so interesting, but those of you with a more global (or international) view you might find some surprising numbers here!

sales-by-channelMultiple Markets

Did you know that if you use FBA (Fulfillment by Amazon) Amazon will AUTOMATICALLY list your product in markets in the same region? That means that items listed on (for example) will automatically show up on (Germany), (Italy), (Spain) and (France).

The seller who generated these stats knows it now, if they didn’t know it before. You can also see that France and Germany are actually placing more orders than the ‘home’ market of (in this case).

Like we always say, you can never have too much information when it comes to your sales!


We hope you find these chart interesting, and there’s more to come!

See there charts in YOUR ZonMaster account here:

As usual, these charts are available to all our users, regardless of plan level.