Top 31 Key Performance Indicators (KPIs) for Amazon Stores in 2025

It doesn't matter if you run a small Amazon store or a large Amazon marketing agency handling multiple clients at once -- knowing what metrics to measure makes for at least half of your success on this platform.

So, what are the main key performance indicators to follow as an Amazon store?

Keep reading and find out more.

What is an Amazon KPI (Key Performance Indicator)?

Key Performance Indicators (KPIs) are quantifiable metrics used to evaluate the success and performance of a business or specific activities within it. When it comes to Amazon businesses, KPIs play a crucial role in providing valuable insights into various aspects of performance, allowing businesses to make data-driven decisions and optimize their strategies for growth and profitability.

It is worth mentioning that there's a difference between a KPI and an OKR (objective and key results). While both are performance metrics, OKRs focus on broader objectives and outcomes, while KPIs are more specific to measuring the success of individual activities or operations.

Why are Amazon KPIs important?

KPIs provide businesses with a clear understanding of their current performance levels and help identify areas that require improvement. By tracking relevant KPIs, Amazon businesses can easily monitor progress toward their goals, measure the effectiveness of their strategies, and make informed decisions based on data insights.

Additionally, KPIs also serve as a benchmark for comparison against industry standards and competitors. They enable businesses to identify potential opportunities for growth and stay ahead in the highly competitive marketplace.

In other words, think of it this way: running an Amazon business without following KPIs is like driving in the dark, without any headlights. You won't have a clear picture of where you're going or how to get there.



Types of KPIs for Amazon businesses

There are various types of KPIs that businesses should consider. These KPIs can be categorized into different dimensions, each providing unique insights and serving specific objectives. Here are some common types of KPIs for Amazon businesses:

Quantitative KPIs

Quantitative KPIs involve measurable and numerical data that provide clear metrics for evaluating success. Examples include sales revenue, profit margins, conversion rates, and order defect rates. These KPIs allow businesses to track progress and identify areas for improvement using hard data.

Qualitative KPIs

Qualitative KPIs focus on subjective measures and customer feedback, offering valuable insights into customer satisfaction, product reviews, and brand reputation. These KPIs help businesses understand how their products or services are perceived and identify opportunities for enhancing customer experience.

Leading and lagging KPIs

Leading KPIs are predictive indicators, such as click-through rates and ad engagement, that help forecast future performance by identifying trends and potential outcomes. Conversely, lagging KPIs are historical indicators, such as sales revenue and return rates, which measure past performance and guide reflection on achieved goals.

Input, output, and process KPIs

Input KPIs measure the resources invested, such as advertising spend and inventory levels, offering insight into the allocation of company resources. Output KPIs assess the results achieved, like sales revenue and customer acquisition, indicating the effectiveness of business strategies. Process KPIs evaluate the efficiency and effectiveness of internal operations, such as order fulfillment and shipping times, helping refine operational workflows.

Practical, directional, and actionable KPIs

Practical KPIs are specific and measurable, providing clear insights for decision-making by focusing on tangible metrics. Directional KPIs offer a general trend or direction of performance, helping businesses understand whether they are moving towards their goals. Actionable KPIs highlight areas for improvement and suggest concrete steps to enhance performance, driving strategic changes.

Financial and outcome KPIs

Financial KPIs measure financial performance, such as profit margins and return on investment, offering crucial insights into the fiscal health of a business. Outcome KPIs focus on the overall goals and objectives, like market share and customer lifetime value, providing a broader perspective on long-term success and strategic alignment.

Top 31 Amazon KPIs you should follow in 2025

Not to scare you off, but there's a pretty wide range of KPIs available, each metric offers unique insights into specific areas of performance and strategic focus. These KPIs encompass various aspects, including financial performance, advertising effectiveness, customer engagement, operational efficiency, and supply chain management.

Each KPI serves as a valuable piece of the puzzle, contributing to a comprehensive understanding of business performance on Amazon. Analyzing and leveraging these KPIs, can help you uncover valuable insights, identify improvement areas, and drive strategic changes to optimize your performance for long-term success.

That being said, here are 31 Amazon KPIs you should consider for your business:

Amazon advertising cost of sales (ACoS)

Amazon Advertising Cost of Sales (ACoS) is a metric used to measure the efficiency of your advertising spending in relation to the sales generated from those ads. Measuring this is important because it helps you understand how much you are spending on advertising for each dollar of revenue they earn.

To calculate ACoS, divide your total ad spend by the total sales generated from those ads, then multiply by 100 to get your ACoS.

For example, let's say you spent $200 on advertising campaigns on Amazon, and those campaigns generated $1000 in sales. To calculate the ACoS, divide the total ad spend ($200) by the total sales generated ($1000), then multiply by 100 to get a percentage.

In this case, the ACoS would be 20%, indicating that for every dollar spent on advertising, you earned $5 in revenue. This metric allows you to evaluate the efficiency and profitability of your advertising efforts on Amazon.

Amazon return on ad spend (RoAS)

Amazon Return on Ad Spend (RoAS) reflects the revenue earned for every dollar spent on advertising. It is a crucial metric for assessing the effectiveness and profitability of your ad campaigns. A higher RoAS indicates better performance. To calculate RoAS, divide your total revenue from ads by your total ad spend.

Let's say you ran a sponsored ad campaign on Amazon for a new product and spent $100 on advertising. During the campaign, your ad received 1,000 impressions, and out of those impressions, 100 users clicked on your ad. As a result, your total revenue from the campaign was $500.

To calculate the Click-Through Rate (CTR), you would divide the number of clicks (100) by the number of impressions (1,000) and multiply by 100 to get a percentage. In this case, the CTR would be 10%. This means that for every 100 times your ad was shown, it was clicked on 10 times, indicating a relatively high level of engagement with your advertisement.

Amazon click-through rate (CTR)

Amazon Click-Through Rate (CTR) measures how often people click on your ad after seeing it. It is a key indicator of how compelling your ad is to potential customers. A higher CTR suggests that your advertisement is relevant and engaging. To calculate CTR, divide the number of clicks by the number of impressions and multiply by 100 to get a percentage.

For example, let's say you ran an Amazon advertising campaign for a new product and received 100,000 impressions, meaning your ad was viewed 100,000 times. Out of those impressions, you received 1,000 clicks on your ad.

To calculate the click-through rate (CTR), you would divide the number of clicks (1,000) by the number of impressions (100,000) and multiply by 100. In this case, your CTR would be 1%. This indicates that 1% of the people who saw your ad clicked on it, demonstrating a moderate level of engagement.

Amazon ad conversion rate

Amazon Ad Conversion Rate measures the percentage of clicks on an ad that result in a purchase. This metric is crucial for understanding how effective your ad is at turning interest into sales. A higher conversion rate indicates better performance. To calculate it, divide the number of orders by the number of clicks and multiply by 100 to get a percentage.

Let's say your ad received 100 clicks, resulting in 10 orders. To calculate the Amazon Ad Conversion Rate, divide the number of orders (10) by the number of clicks (100) and multiply by 100:

In this example, the Amazon Ad Conversion Rate would be 10%, indicating that 10% of the people who clicked on your ad made a purchase.

Percent of sales new to brand

Percent of Sales New to Brand indicates the portion of sales coming from first-time customers of your brand. This metric is important for assessing the growth and reach of your brand. To calculate it, divide the number of new-to-brand sales by total sales and multiply by 100 to get a percentage.

Let's say you received a total of 500 orders in a given period, out of which 20 were classified as defective (including negative feedback, A-to-Z Guarantee claims, or chargebacks). To calculate the Order Defect Rate (ODR), you would divide the number of defective orders (20) by the total number of orders (500) and multiply by 100.

This would give you an Order Defect Rate of 4%. Maintaining a low ODR is essential for ensuring a positive seller performance and maintaining a healthy reputation on Amazon.

Order defect rate (ODR)

Order Defect Rate (ODR) is a performance metric that shows the percentage of orders with defects, such as negative feedback, A-to-Z Guarantee claims, or chargebacks. Maintaining a low ODR is crucial for seller health on Amazon. To calculate it, divide the number of defective orders by the total number of orders and multiply by 100 to get a percentage.

For example, let's say a seller received a total of 100 orders in a month. Out of these, only 3 orders were reported with defects, including negative feedback and A-to-Z Guarantee claims. To calculate the ODR, divide the number of defective orders (3) by the total number of orders (100) and multiply by 100 to get a percentage. In this case, the ODR would be 3%. Maintaining a low ODR like this is crucial for sellers to ensure a positive performance and reputation on Amazon.

Glance views

Glance Views represent the number of visits to an Amazon product detail page. This metric is vital for tracking product visibility and customer interest. While there is no direct formula to calculate glance views, it is monitored as part of Amazon's analytics and gives insight into product performance.

For example, let's consider a vendor on Amazon who has won the Buy Box 200 times out of a total of 250 eligible times. To calculate their Percentage Buy Box Fast Track, we divide the number of Buy Box wins (200) by the total eligible times (250) and multiply by 100. In this case, the Percentage Buy Box Fast Track would be 80%. This indicates that the vendor's products have a high likelihood of being featured in the Buy Box, maximizing their sales potential and visibility on the platform. Achieving a high Percentage Buy Box Fast Track is a significant accomplishment for vendors and can significantly contribute to their success on Amazon.

Percentage buy box fast track (for vendors)

Percentage Buy Box Fast Track is a metric that shows how often a vendor’s products are listed in the Buy Box, Amazon’s coveted position for product purchasing. It’s important for increasing sales potential. To calculate it, divide the number of times the Buy Box was won by the total number of eligible times and multiply by 100 to get a percentage.

For example, let's say a vendor's products were listed in the Buy Box 80 out of 100 eligible times. To calculate the Percentage Buy Box Fast Track, we divide 80 by 100 and multiply by 100, resulting in a Percentage Buy Box Fast Track of 80%. This indicates that the vendor's products have a high chance of being featured in the Buy Box, maximizing their sales potential and visibility to customers.

Percentage replenishable out of stock

Percentage Replenishable Out of Stock indicates how often replenishable items are out of stock. This metric is important for inventory management and avoiding lost sales. To calculate it, divide the number of out-of-stock instances by the total replenishable SKU count and multiply by 100 to get a percentage.

For example, let's say an Amazon seller has 100 replenishable SKUs and experienced 10 instances of out-of-stock items. To calculate the Percentage Replenishable Out of Stock, we divide 10 by 100 and multiply by 100, resulting in a 10% out-of-stock rate. This information provides valuable insights into inventory management and highlights the need for proactive measures to minimize stockouts and maximize sales opportunities.

Late shipment rate

Late Shipment Rate measures the percentage of orders that are shipped after the expected ship date. It is crucial for maintaining Amazon seller performance standards. To calculate it, divide the number of late shipments by the total number of shipments and multiply by 100 to get a percentage.

As an example, let's consider a scenario where an Amazon seller has a late shipment rate of 5%. This means that out of 100 shipments, 5 of them were shipped after the expected ship date. To maintain a high seller performance, the seller would need to take proactive measures to improve their shipping process and ensure a higher on-time delivery rate.

Valid tracking rate

Valid Tracking Rate (VTR) is the percentage of packages shipped with a valid tracking number. It's important for providing customers with accurate tracking information and maintaining seller performance standards. To calculate it, divide the number of shipments with valid tracking by the total number of shipments and multiply by 100 to get a percentage.

For example, let's say an e-commerce seller shipped 100 packages last month, but only 80 of them had a valid tracking number. To calculate the Valid Tracking Rate (VTR), we divide the number of shipments with valid tracking (80) by the total number of shipments (100), and then multiply by 100 to get a percentage. In this case, the VTR would be 80%.

Buyer-seller contact response time

Buyer-Seller Contact Response Time measures how quickly a seller responds to buyer inquiries. Quick response times are crucial for maintaining good customer relations and high seller ratings on Amazon. It is calculated as the average time taken to reply to a buyer's message.

As an example, let's consider a scenario where a seller on Amazon receives 50 buyer inquiries during a specific time period. Out of these inquiries, the seller responds to all of them within an average time of 2 hours. Therefore, the buyer-seller contact response time would be 2 hours in this case. Maintaining a quick response time not only helps in providing excellent customer service but also contributes to building positive buyer-seller relationships and improving seller ratings on the platform.

Total advertising cost of sales (TACoS)

Total Advertising Cost of Sales (TACoS) measures ad spend against total sales, not just ad-attributed sales. It provides a broader view of advertising impact on overall sales performance. To calculate TACoS, divide total ad spend by total sales and multiply by 100 to get a percentage.

For example, let's say an e-commerce business spends $1,000 on advertising and acquires 100 new customers as a result. To calculate the CPA, we divide the ad spend ($1,000) by the number of new customers acquired (100), resulting in a CPA of $10. This means that, on average, the business spent $10 to acquire each new customer through advertising.

Cost per acquisition

Cost Per Acquisition (CPA) is the cost associated with acquiring a new customer through advertising. It's an important metric for understanding the effectiveness of marketing spend. To calculate CPA, divide the total ad spend by the number of new customers acquired.

As an example, let's say a business generated $10,000 in total revenue from 500 orders in a given period. To calculate the Average Order Value (AOV), we divide the total revenue by the number of orders. In this case, the AOV would be $20 ($10,000 divided by 500). This means that, on average, each order placed by a customer resulted in a purchase of $20 worth of products or services. The AOV provides valuable insights into customer spending patterns and can help businesses make informed decisions about pricing, promotions, and marketing strategies.

Average order value (AOV)

Average Order Value (AOV) represents the average amount spent each time a customer places an order. It is important for assessing revenue potential and marketing effectiveness. To calculate AOV, divide total revenue by the number of orders.

Let's say an online store generates $10,000 in total revenue from 500 customer orders. To calculate the Average Order Value (AOV), divide the total revenue by the number of orders. In this case, the AOV would be $10,000 divided by 500, resulting in an AOV of $20. This means that, on average, customers spend $20 each time they place an order. Understanding the AOV can help businesses identify opportunities to increase customer spending and optimize their pricing and marketing strategies.

Organic conversion rate

Organic Conversion Rate measures the percentage of visits from organic (non-paid) sources that result in a purchase. It is important for evaluating the effectiveness of SEO and content strategies. To calculate it, divide the number of conversions from organic traffic by the total organic visits and multiply by 100 to get a percentage.

For example, let's say an e-commerce business received 100 orders in a month. Out of these, only 90 orders were shipped without any delays or defects. To calculate the Perfect Order Percentage, divide the number of perfect orders (90) by the total number of orders (100) and multiply by 100.

In this case, the Perfect Order Percentage would be 90%. This metric indicates the business's ability to fulfill customer orders accurately and efficiently, providing a seamless experience that builds trust and loyalty. By striving to improve the Perfect Order Percentage, businesses can enhance customer satisfaction and drive repeat purchases.

Inventory performance index

Inventory Performance Index (IPI) is a score that measures how well you're managing your inventory. Maintaining a high IPI is important for optimizing storage fees and ensuring product availability. Amazon provides this score based on factors like inventory availability and excess inventory.

For example, let's say an online retailer receives 100 orders in a month, out of which 90 orders are successfully fulfilled without any issues. In this case, the Perfect Order Percentage would be 90%. This means that, on average, the retailer has successfully fulfilled 90% of customer orders without any delays or defects. The Perfect Order Percentage is an important metric to track as it reflects the overall performance and efficiency of order fulfillment processes.

Perfect order percentage

Perfect Order Percentage (POP) is the percentage of orders completed without any issues, such as delays or defects. It is crucial for maintaining high seller performance standards. To calculate it, divide the number of perfect orders by the total number of orders and multiply by 100 to get a percentage.

For example, let's consider an e-commerce business that receives 100 orders in a month. Out of these, 90 orders are successfully fulfilled without any delays or defects. To calculate the Perfect Order Percentage, divide the number of perfect orders (90) by the total number of orders (100) and multiply by 100. In this case, the Perfect Order Percentage would be 90%.

Product conversion rate

Product Conversion Rate measures the percentage of visitors to a product page who make a purchase. It is essential for assessing the attractiveness and effectiveness of product listings. To calculate it, divide the number of purchases by the number of product page views and multiply by 100 to get a percentage.

For example, let's say a product page received a total of 500 views, and there were 50 purchases made from those views. To calculate the Product Conversion Rate, we would divide 50 (purchases) by 500 (product page views) and multiply by 100. The Product Conversion Rate in this case would be 10%.

Replenishable buy box fast track (for vendors)

Replenishable Buy Box Fast Track measures how frequently a vendor’s replenishable products secure the Buy Box. This is important for maximizing sales opportunities. To calculate it, divide the number of times the Buy Box was won by replenishable items by the total eligible instances and multiply by 100 to get a percentage.

As an example, let's consider a vendor who wants to track the Views on non-replenishable Items. They want to understand the demand for certain books and optimize their sales strategies accordingly.

To calculate this metric, the vendor would divide the number of views on non-replenishable items by the total eligible instances, and then multiply by 100 to get a percentage. By monitoring this metric, the vendor can gain valuable insights into the popularity of their non-replenishable products and make informed decisions to drive sales and meet customer demands effectively.

Views on non-replenishable items (for book vendors)

Views on non-replenishable Items track how often non-replenishable products, like certain books, have been viewed. This is important for understanding the demand for these products and optimizing sales strategies. To calculate it, divide the number of views on non-replenishable items by the total eligible instances and multiply by 100 to get a percentage.

Let's say that a book vendor has 500 eligible instances of these non-replenishable books and receives 100 views on them. In this case, the Views on non-replenishable Items metric would be 20%. By monitoring this metric, the vendor can make data-driven decisions to optimize their inventory and sales strategies for these special items.

Pre-fulfillment cancellation rate

The order cancellation rate is a crucial metric for any online seller. It represents the percentage of orders that are canceled before they are fulfilled. A high cancellation rate can signal underlying issues that need immediate attention. For example, it could indicate inventory management problems or a lack of communication with suppliers. To calculate the pre-fulfillment cancellation rate, divide the number of canceled orders before fulfillment by the total number of orders and multiply by 100 to get a percentage.

For example, let's say an online clothing retailer tracks the conversion rate of a particular dress. Out of 100 customers who viewed the dress, 20 of them ended up purchasing it. This indicates a conversion rate of 20%.

Unit session percentage rate

Understanding the conversion rate of a specific product is crucial for any business. This rate reflects the percentage of customers who view a product and then decide to purchase it. A high conversion rate indicates strong product appeal and effective marketing, as it suggests that the product successfully meets the needs and expectations of customers viewing it.

To monitor and evaluate this metric on Amazon, sellers can navigate to the Business Reports section in Amazon Seller Central. Here, the "Detail Page Sales and Traffic by Child Item" report provides detailed insights into product conversion rates. By regularly reviewing these reports, sellers can make informed decisions to enhance their offerings and improve overall performance.

Product ranking

The ranking of your products in Amazon's search results is a crucial metric for any seller. This ranking determines how easily potential customers can find your products when they search on Amazon. A higher ranking means your products are more likely to appear at the top of search results, which increases the chances of customers clicking on your listings and making a purchase.

To track your product rankings, you can refer to the "Best Sellers Rank" found on your product page. This rank provides insights into how well your product is performing compared to others in the same category. Additionally, utilizing Amazon analytics tools can help you monitor changes in your rank over time, allowing you to adjust your marketing and sales strategies accordingly. These tools offer valuable data that can guide your efforts to improve your product's position and boost your sales potential.

Ad campaign reach

The concept of reach refers to the number of potential customers who are exposed to your advertisements. It represents the breadth of your advertising efforts and is a crucial metric for understanding how widely your marketing message is being disseminated. By knowing your reach, you can gauge the effectiveness of your advertising campaigns in capturing the attention of your target audience.

To calculate or assess your reach, you can review your campaign reports in platforms like Amazon Advertising. These reports provide metrics on impressions, which are a direct indication of reach, offering a clear view of how many times your advertisement has been visible to potential customers. By analyzing these reports, you can gain a better understanding of your advertising reach and make informed decisions to optimize your campaigns for greater effectiveness.

Ad campaign engagement

The level of interaction your ads receive, including clicks and conversions, is crucial for understanding the performance of your advertising efforts. These interactions provide insight into how well your ads are resonating with your audience and whether they are prompting the desired actions.

To evaluate these interactions, you can access your Amazon Advertising campaign reports. These reports offer detailed metrics such as click-through rate (CTR) and conversion rate, which provide a clear picture of how your ads are performing. By analyzing these metrics, you can make informed decisions to optimize your advertising strategies and enhance overall campaign success.

Product reviews

Customer feedback is essential information gathered from consumers about your products. It provides insights into their experiences and satisfaction levels, allowing you to better understand how your offerings meet their needs. By listening to what customers have to say, you can pinpoint strengths and identify areas that may require improvement, thus driving product enhancement and innovation.

To effectively gather and analyze customer feedback, businesses can rely on reviews posted on product pages or detailed feedback reports available through platforms like Seller Central. By systematically studying these comments and ratings, businesses can gain valuable insights into consumer preferences and expectations, enabling them to adapt and evolve in a competitive market.

Return/refund rate

The return or refund rate is the percentage of products that customers return or receive a refund for after purchase. This metric is crucial for understanding customer satisfaction and product quality. High return rates can indicate issues such as misleading product descriptions, poor quality, or unmet customer expectations. Understanding why products are returned can help businesses make necessary improvements to reduce future returns, enhance customer satisfaction, and boost overall sales.

To calculate the return or refund rate, you need to track the number of items returned against the total sales. This information is typically available through returns reports in platforms like Amazon Seller Central.

Keyword rankings

Keyword ranking refers to the position of your targeted keywords in search results. In the context of Amazon and other e-commerce platforms, it determines where your product appears when a potential customer searches for specific terms. High keyword rankings mean your product is more likely to be seen by shoppers, which can lead to increased visibility and sales.

Understanding your keyword ranking is crucial for assessing the visibility and competitiveness of your products. A higher ranking often translates to more exposure, as products listed on the first page of search results are more likely to be clicked on by potential buyers. Monitoring these rankings helps you understand how well your products are performing in relation to competitors and can inform strategies to improve your product listings, such as optimizing descriptions or adjusting pricing.

To track your keyword rankings, you can use keyword tracking tools within Amazon or opt for third-party software. These tools allow you to monitor changes in your ranking, providing insights into how various factors, such as changes in the algorithm or competitive actions, might be affecting your product's position. Regularly monitoring your keyword rankings can help you make informed decisions to enhance your product's visibility and maintain its competitive edge.

Account health

This is a collection of metrics that provide an overview of your performance as a seller. These metrics are crucial for understanding how well you are meeting the expectations set for you by the marketplace. They encompass various aspects of your selling process, from shipping efficiency to customer satisfaction.

How to calculate/see it: You can easily check your performance metrics by visiting the Account Health page in Seller Central. This page provides a comprehensive view of essential metrics, including seller performance, policy compliance, and customer feedback. Regularly reviewing these metrics allows you to identify areas for improvement and take corrective actions to maintain a healthy seller account.

How to choose the right KPIs for your Amazon businesses

Although every KPI mentioned above is important, it is also essential for you to be strategic about which ones you measure. Some Amazon businesses may track all of these (to greater or lesser extents), but most would focus on the ones that make sense for their business.

Here are some of the criteria you should consider to decide on which KPIs to measure:

Define your business objectives

Identify the specific goals and objectives you want to achieve on Amazon, such as increasing sales, improving ad performance, or enhancing customer satisfaction.

Align KPIs with objectives

Select KPIs that directly align with your business objectives and provide insights into the areas you want to monitor and improve. For example, if you're considering the goals mentioned above, some of the KPIs you might associate with these kinds of goals include sales revenue, ad conversion rate, and customer feedback ratings.

Consider relevance and feasibility

Ensure that the chosen KPIs are relevant to your business model, products, and target audience. Also, consider the availability and accessibility of data required to measure these KPIs accurately.

Focus on actionable KPIs

Choose KPIs that provide actionable insights and suggest specific steps to improve performance. Ensure these metrics align with your business goals for maximum impact.

Regularly review and update KPIs

As your business evolves, so should your KPIs. Regularly review and update them as needed to ensure they remain relevant and effective in tracking your progress towards achieving your objectives.

Get your numbers right

You can't win what you can't measure, and knowing which Amazon KPIs make the most sense for you will enable you to make data-driven decisions and drive your business towards success. By understanding the importance of each metric and how to choose the right ones for your business, you can gain valuable insights into your performance, identify areas for improvement, and stay ahead in a competitive marketplace.

So start tracking those KPIs today, and watch as they help you achieve your goals on Amazon. And if you're looking for an Amazon marketing agency that can help you understand and optimize your KPIs, don't hesitate to contact Mayple. We'll match you with the best agency for your specific needs and help you make sure your collaboration is successful.