Everyone tracks ACoS. But have you ever examined the metrics that quietly influence your results behind the scenes?
Take a look at 10 underrated Amazon metrics that can uncover blind spots in your business:
- Unit Session %: It shows how many page visits turned into purchases. If traffic is steady but your Unit Session % drops, check your pricing, images, A+ content, or reviews.
Formula: Units Ordered ÷ Sessions × 100
Example: 150 units ÷ 1,000 sessions = 15%
- Featured Offer % (Buy Box win rate): Measures how often your product wins the Buy Box. A high % means your offer is competitive on price, Prime eligibility, and seller performance. Losing the Buy Box means losing most of your sales opportunities.
Formula: Page Views with Your Offer in Buy Box ÷ Total Page Views × 100
Example: 7,500 ÷ 10,000 page views = 75%
- Refund Rate: Think of this as your quality alarm. A rising refund rate shows gaps between customers’ expectations and product reality.
Formula: Refunded Orders ÷ Total Orders × 100.
- BSR (Best Seller Rank): This is your scoreboard in the category. It reflects unit sales velocity compared to competitors. A lower BSR means more units sold, while a higher one shows you are losing momentum.
- IPI (Inventory Performance Index): IPI is Amazon’s overall grade for your inventory health. It weighs sell-through, excess units, stranded stock, and in-stock rates.
A low score limits your storage capacity, often right before peak season.
- Excess Inventory %: Meet the cash flow trap. Holding too much stock ties up capital and invites extra storage fees.
Formula: Excess Units ÷ Total Units × 100.
- OOS % (Out-of-Stock rate): Your availability score. Even a short stockout can tank your organic rank and wipe out months of progress.
Formula: OOS Days ÷ Total Days × 100.
- Stranded Inventory %: Stock in limbo. These units sit in FBA with no active listing. They bring no revenue but still rack up storage costs.
Formula: Stranded Units ÷ Total Units × 100.
- Contribution Margin: Think of this metric as your real profitability test. Unlike gross margin, it includes ads and other variable costs, showing what truly fuels growth.
Formula: (Revenue – Variable Costs) ÷ Revenue × 100.
- Glance Views: This is your visibility meter. It counts unique visits to your product detail page (a DSP metric). Rising views with flat sales reveal issues in listing content or pricing, not reach.
These metrics may not be the headline stars like ACoS or TACoS, but they reveal the hidden leaks and opportunities in your Amazon business.
Top sellers don’t chase numbers. They read between them.
