If you haven't already, and important before reading this article, please check out our Help Center article entitled:
Where am I missing sales and why is that important?
The most important part of Aamzon logistics is understanding where you are missing sales.
Missing sales does not simply mean a loss of revenue, but in the long run can be detrminal to your products overall conversion rate and visibility.
If your Amazon offer goes out of stock it can quickly lose the Buy Box to another rival third party Seller or (if it has no competiting Sellers or Vendors) be have the Buy Box deactivated and consequently lose precious places in the sales rankings. There are significant downside to this in the grand scheme of things and the cost and effort you had previously invested in rising up the ranks of Amazon's A9 algorithm.
The long and short of it is that missing sales can potentially be extremely costly as to recooperate a previous rank will require investing in advertising to recapture visibility and stabilise your sales rank.
In order to avoid this, you will want to maintain a steady Fill-In Rate for your most important and vital products.
To get a greater grasp of this, you need to understand the two main aspects of missed sales:
- During which period did I miss sales the most?
- On which products did I miss sales the most?
Below we explore how this works inside Seelk Studio.
The reasons why you, as an Amazon Vendor, missed sales, can be for a variety of reasons outside the scope of Seelk Studio (manufacturing issues, deprecation of a specific products, etc.). Nonetheless, the data offered in Seelk Studio's Logistics dashboard enables you to pinpoint the period and products that are most affected by missed sales.
A quick guide to finding my Missed Sales
When you first enter Seelk Studio's Logistics dashboard, you're presented with a simple set of scorecards giving you both an over and prompting you to select a country to see more.
Before selecting a country, you generally want to peruse your Missed Sales and Acceptance Rate. If they seem alarmingly off target (ex. Is your Acceptance Rate below an acceptable threshold? OR Are your Missed Sales significantly higher than the previous period?), then you have strong indicators that something is amiss. Using the "previous period" value and delta percentage, you can quickly compare recent performances with the past, in order to make an quick analysis of which country requires attention first.
Once you've selected a country you're sent to the Logistics analysis dashboard.
The analysis Dashboard is a deeper dive into your logistics performance across time.
The added value of the Analysis view is that you have a historical perspective on the logistical performance of all your products (or groups of products). In this case, if there are Missed Sales on specific products during a certain period, you can easily coorelate that data with external data to explain this discrepencies and loss of revenue.
Below are is an explanation of the different widgets (and their functionalities) inside the Analysis Dashboard, which you can use to deep-dive .
Logistics dashboard & the basic widgets
The first two scorecards breakdown the main Sell-In KPIs in both currency value and units.
N.B. You'll learn about comparing a date range against a previous period in the "Comparing your performance between two periods" section below, but you'll notice that when a "vs period" is applied you see previous period data and a percentage delta. This can help you better analyse your performance from one period to the next depending on what you achieve.
"Missed" Sales graph
The "Missed" Sales graph shows all your major logistics KPIs on a timeline. With Acceptance Rate & Fill-In Rate represented as lines and the different Sell-In Metrics shown as
A couple of basic features:
- Switch between values and units using the tabs at the top right
- Hover on the graph to see the values of your metrics
- Click on the "Missed Sales" to filter the Products for which you missed sales during that period
Logistics Data table + tabs
The data table contains 5 tabs which (apart from "All") if an organised focus on specific metrics:
- Sell-In (currency value)
- Units (Sell-In Units)
- Acceptance & Fill-In (Acceptance Rate and Fill-In Rate)
- Closed & Opened POs
You can use the tabs to faciliate the column set in the table, however, if you want to see all you can simply select "All" and that does the trick.
Use the column selector by clicking on the small column icon at the top right of the data table to add or remove columns. You can also make certain metrics visible or invisible (even change the order) and also put them within the "stick columns" (all the columns on the left of the table) or inside the horziontally scrollable columns.
Comparing your performance between two periods
To compare two different periods you simply need to use the date picker. The date picker works as with any of the other dashboards inside Seelk Studio.
Check out the following Help Center article to learn more.
How do I use the date picker in Business Intelligence Dashboard?