Introduction
Want to sell more on Amazon? Start by ditching your assumptions.
In 2025, the brands that win aren’t the ones with the flashiest marketing — they’re the ones using data to make better decisions.
Data-driven insights are your secret weapon to:
📊 Understand your audience
📈 Optimize your advertising
💸 Increase profitability
🚀 Scale your business
In this post, we’ll break down the best ways to use Amazon data to grow your brand.
What Does It Mean to Be “Data-Driven” on Amazon?
Being data-driven means basing decisions on evidence, not assumptions.
It’s about:
✅ Knowing which metrics to track
✅ Reviewing reports consistently
✅ Acting on the story your data tells
Let’s walk through where to find that data and how to use it.
Key Amazon Reports to Monitor
- Search Query Performance Report
- Search Term Report (from PPC)
- Business Reports → Detail Page Sales and Traffic
- Brand Analytics → Market Basket, Repeat Purchase, and Demographics
- Inventory Performance Dashboard
- Account Health Metrics (Returns, ODR)
Step-by-Step: How to Use These Insights
1. Optimize Listings with Search Query Performance
This report shows:
- Which queries drive impressions
- How many clicks and conversions they get
- Your brand’s share of traffic
🛠 Use this to:
✅ Improve CTR by updating your title and images
✅ Improve conversion by optimizing bullets and A+ content
✅ Find long-tail keywords for ads and backend SEO
2. Cut Wasted Spend Using Search Term Reports
Search Term Reports (from PPC) show:
- Which terms actually convert
- What’s costing money with no return
- Which match types are most effective
📉 Use this data to:
✅ Pause poor performers
✅ Negative match low-quality queries
✅ Shift budget to high-ROAS keywords
3. Track Your TACoS (Total Advertising Cost of Sale)
TACoS = Ad Spend / Total Revenue
This shows whether your advertising is:
- Fueling brand growth
- Just covering existing sales
- Losing you money
🎯 Goal: Keep TACoS below 10% long-term, with profitability improving as you scale.
4. Monitor Conversion Rate (CVR) & Sessions
From Business Reports:
- Sessions = traffic
- Unit session percentage = conversion rate
If sessions are high but conversions are low:
📌 You need to fix your listing (not your ads)
5. Use Market Basket Analysis to Create Bundles
Brand Analytics → Market Basket shows what else customers buy with your product.
🛠 Use this to:
✅ Build virtual bundles
✅ Create new ASINs based on demand
✅ Improve AOV (Average Order Value)
6. Understand Repeat Customers with Purchase Behavior
Are customers coming back?
Use Repeat Purchase Reports to:
- Identify products to offer subscriptions
- Create remarketing campaigns
- Decide which SKUs deserve deeper inventory
7. Segment Data by ASIN, Not Just Brand
Always break down performance by ASIN.
Some products:
- Convert higher
- Have stronger repeat purchase
- Justify higher ad spend
Others?
❌ Might be cannibalizing your budget
8. Use Data to Guide Inventory Decisions
Monitor:
- Sell-through rate
- Excess inventory
- Inbound performance
📉 Too much stock = storage fees
📈 Too little = stockouts & lost rank
Plan restocks based on 30/60/90-day sales velocity.
Real Example: Scaling with Data
One Marketplace Valet client was spending $6,000/month on ads with no clear ROI.
We:
✅ Reviewed their Search Term Report
✅ Identified 3 keywords with 3x ROAS
✅ Paused all other low-performing terms
✅ Updated listings to match their top queries
✅ Focused budget on converting keywords only
Result:
📈 42% increase in sales
💸 27% reduction in ad spend
📊 Lowered ACoS from 38% → 14% in 6 weeks
Common Mistakes to Avoid
🚫 Looking at data without taking action
🚫 Tracking only ACoS instead of TACoS
🚫 Ignoring listing conversion rates
🚫 Running the same ads for every product
🚫 Reacting to data without enough time range
Tools to Make This Easier
Consider using:
- Helium 10 (for keyword and product tracking)
- DataHawk or Jungle Scout (for analytics)
- Sellerboard (for profit and loss tracking)
- Marketplace Valet’s internal dashboards (available for clients)
Final Thoughts
Data is only powerful if you act on it.
To scale in 2025, Amazon sellers need to:
✅ Embrace analytics
✅ Use reports to test and improve
✅ Cut waste and double down on what works
Success isn’t about luck — it’s about insights.
Want Help Becoming a Data-Driven Brand?
At Marketplace Valet, we turn reporting into growth strategies that scale your brand and your bottom line.