The correct answer to this open question is the following.
Without further reference or text, we can say the following.
The five key indicators of performance (KPIs) for Amazon are the following.
1.- Sales. It is a basic indicator not only for Amazon but for every retail company.
2.- Revenue. A basic indicator that must be part of the statements to know how much the company is selling.
3.- Inventory. A fundamental indicator to know the rotation of products in real-time to always have the proper number of goods ready to be shipped.
4.- Order Fulfilling. To know if Amazon is delivering its promise of sending the goods on time.
5.- Customer Service claims. To seize the opinion of clients that use the e-commerce service.
The five KPIs that are not present in Amazon’s financial statements but that you believe are important to consider when making a decision about whether to invest in Amazon would be:
1.- Conversion rates.
2.- Speed of processing an order until is delivered.
3.- Reviews from customers and other ratings.
4.- Data of how Amazon is doing in the stock exchange.
5.- Competitors' performance, pricing, and reputation.