500 million euros in Amazon sales: The 4 most important marketing key figures from 7 years of experience

As an Amazon retailer, you want to increase your sales and stand out from the crowd. Anyone who has been responsible for over 500 million euros in sales with customers has observed a lot - both with beginners and large corporations. In this article, you will learn the four most important KPIs that you can use to improve your Amazon listings in a targeted manner. The aim is to provide you with a clear, applicable guide that will give you orientation in both good and difficult times. No matter how volatile the marketplace is, what counts in the end is how systematically you look at the most important figures.

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Why you need to pay attention to the right key figures

Many retailers believe that all they have to do is "take good photos" or "do some advertising". However, real growth does not come from individual actions, but from an honest analysis of the real influencing factors. Especially when sales are falling or you want to achieve a breakthrough, reflex solutions won't get you anywhere. Instead, regularly look at the four core metrics, which are explained step by step below.

The 4 most important KPIs for Amazon listings in practice

1. search volume: How big is the cake anyway?

The search volume is the most important initial figure. It shows how many people are searching for your product or relevant terms on Amazon. Especially during seasonal fluctuations, a lot of misjudgments are often made here. An example:

A bestseller generates €400,000 in sales with a product during the Christmas period, but drops to €100,000 in March/April. Many people instinctively ask themselves: What's going wrong? But often the reason is simply that fewer customers are looking for it.

Important points on search volume:

• You can't influence it as long as you only use Amazon.
• Changes in search volume are the most common reason for strong fluctuations in sales.
• The search volume is limited - the most you can do is influence it minimally via external advertising such as meta ads.

Conclusion: Check the market volume first when sales fall! Fewer search queries mean less sales, regardless of your product or marketing.

2. impressions: How visible is your product really?

Impressions indicate how often your product is displayed in search queries. Even if the search volume remains stable, this says nothing about the visibility of your offer.

Important influencing factors for impressions:

• Advertising (Ads): You can increase visibility through targeted campaigns, but only as long as you remain profitable.
• SEO & keywords: Your product texts and backend keywords must be properly optimized, otherwise you run the risk of missing out on the best search terms and losing impressions.

Typical problems & solutions:

• Listing not sufficiently optimized? Then even more advertising budget won't do you much good.
• If impressions are missing although the search volume is unchanged, the fault usually lies in SEO or too little advertising.

3. click-through rate (CTR): How many customers really look at your listing?

Not every product displayed is clicked on. The click-through rate (CTR) shows how attractive your offer is compared to the competition. There is huge potential here that many retailers underestimate.

The following factors influence the click rate:

• Cover picture: Outstanding pictures attract more clicks. Stacvalley is known for attracting customers' attention with eye-catching cover images. If your image stands out, more visitors will come.
• Price: A top image is of little use if the price is a deterrent. Show a competitive price that suits the target group.
• Ratings (stars & number): Many good reviews increase trust. With a poor average or too few reviews, clicks often fail to materialize.

A practical example: two restaurants next to each other - one inviting with an open ambience, the other inconspicuous with a closed door. Naturally, more passers-by go to the attractive restaurant, regardless of whether the menu is really better.

A little pro tip: Regularly check whether Amazon has changed your cover image or your ratings; you can do this specifically if the click-through rate suddenly plummets.

4. conversion rate: How many visitors really buy?

If you have managed to attract a lot of visitors to your listing, the only thing that counts in the end is how many of them actually buy. This is where it becomes clear whether your product, price and marketing are really convincing.

Main factors for conversion:

• The product itself: The most important factor, even before the photos or marketing measures. If you don't have a convincing product, even the best tricks won't help.
• Product Market Fit: Does your solution meet the needs of your target group?
• Price: If you are significantly more expensive than the competition and offer no clear added value, conversion will drop. Customers have been more price-sensitive since 2025.
• Reviews: Negative top reviews or bad cuts are a deterrent - be sure to pay attention to what the first visible reviews look like.
• Marketing arguments in the listing: Emphasize the unique benefits (USPs), but only if the product and price are right.

Conclusion: Conversion problems can be found systematically if you check off the factors one by one: product, price, reviews, then marketing.

Table: Quick overview - The 4 most important Amazon KPIs

What to do if your sales collapse

What to do when sales suddenly plummet? Replace gut feeling with analysis - exactly in the order shown. Proceed systematically:

1. Check the search volume.
   - Is the market really down or are you looking for excuses?
2. Look at your impressions.
   - Have there been any changes to SEO or less advertising pressure?
3. Check the click rate.
   - Has your cover image changed? Have there been any noticeable new ratings?
4. Analyze the conversion.
   - Are the product, price and reviews still right? Are there any new strong competitors?

This approach distinguishes successful retailers from those who frantically and randomly turn every screw. Only when you know "where it's stuck" can you make targeted adjustments.

Always keeping an eye on competition and change

The Amazon market is dynamic. New competitors can appear at any time or existing retailers can change their strategy. A competitor with a better presentation or more aggressive price can quickly reduce your market share. Therefore, always keep an eye on the market and your competitors' activities and react flexibly.

The bottom line: With numbers to lasting success

If you systematically pay attention to these four main KPIs and gradually check all influencing factors, you will gain certainty even if your figures fluctuate. Especially when things aren't going well, this approach provides you with a clear step-by-step guide that allows you to get to the bottom of the real causes. A small adjustment is often enough to make listings profitable again or to pull ahead of the competition.

Do you want to work on your listing or need support with images, texts and marketing? As a leading Amazon agency, Stacvalley offers tried-and-tested solutions and personal advice. More insights are also available via Stacvalley on Instagram or during the initial consultation for sellers.

Don't leave your successes to chance. Use the four most important KPIs, check them regularly - and target the right areas. Every strong increase in sales starts with an honest analysis.