Unlocking The Power Of Digital Shelf Analytics

Discover the potential of a unified non-Amazon and Amazon digital shelf with an automated, private data shelf

The digital shelf is one of the most talked about topics in retail today. And it’s easy to see why. Digital shelves are where consumers go to find products and make purchases. They are becoming increasingly important as shoppers shift away from traditional brick-and-mortar stores. Retailers want to capitalize on this trend by creating a seamless experience across channels.

But most companies aren’t taking full advantage of their “data shelf” for performance insights. A survey by Shopify stated that only one in five retailers use a digital shelf strategy and digital shelf analytics. And many of those who do, admit they don’t fully capitalize on the opportunity.

So why are some businesses still missing out on an opportunity? Because they haven’t taken advantage of the data at their fingertips to fuel their digital shelf analytics.

What Is a Digital Shelf?

The broadest of the digital shelf is that it reflects the shopper’s journey. As a result, a digital shelf demonstrates a collection of product images, emails, videos, reviews, ratings, price information, social media posts, etc., displayed prominently in a shopping experience aligned with your channels.

These elements help customers discover products and learn more about them. For example, Amazon displays product images, customer reviews, and prices on its site. Walmart uses similar tactics to display product information and photos.

How Does a Strong Digital Shelf Help Increase Sales?

A strong digital shelf often reflects a robust shopper experience strategy. This includes a comprehensive digital marketing model that reflects the broader customer journey, from an advertising strategy, social, merchandising, and targeting the right keywords in your SEO strategy.

A robust digital shelf improves consideration, and brand awareness helps reduce abandonment rates and increases conversion rates. Here are a few core benefits of an insights-driven digital shelf;

• Improves your cross-channel marketing efforts and connects them to the user and company goals. Don’t rely solely on upper-funnels metrics for your different marketing campaigns. Get a full-funnel perspective of how your marketing strategies benefit your users and company regardless of which campaign they’re part of.
• Delivers digital self insights, you’ll discover new ways to engage with shoppers on and off Amazon to increase product consideration, sales volume, and conversion rates.
• Whether your campaigns are paid or organic, you can make in-flight optimizations, informed by Amazon conversion reporting, to ensure your strategies effectively and efficiently drive sales.
• Understand which parts of your business are driving sales performance so you can optimize future products and campaigns with the insights needed to be successful.

How Do You Understand The Digital Shelf on Amazon (and off Amazon)?

The Amazon digital shelf is a collection of product detail pages, reviews, images, videos, ads, and other information about products that are displayed on Amazon.

Marketing, social, and shopper engagement off Amazon also drives to your listings so this is a critical part of your shelf. These items help shoppers become aware of your products and make better decisions about what to buy and when to buy, including repeat purchases.

Brands should understand the importance of the Amazon digital shelf because it provides a way to connect with consumers where they’re looking. Amazon provides brands with opportunities to interact with consumers in ways that go beyond traditional advertising. For example, Amazon Attribution provides insight into how brands’ non-Amazon marketing channels (social, organic, direct, and email marketing…) impact digital shelf performance on Amazon.

The following are various aspects of the Amazon digital shelf that contain key metrics for different aspects of the shopper journey;

Amazon Sponsored Advertising

Amazon Advertising offers Sponsored Products, Sponsored Brands, Sponsored Display, Stores, and Video Ads. The services cover a gamut of Ad related activities like relevant keywords, search ads, product display ads, sponsored product ads, and many others.

This data is available as manual downloads or via Amazon Advertising API Automation. Also, see Amazon Advertising Reports: Performance Data for a deeper dive into the available data.

Amazon DSP (Demand Side Platform)

Allows advertisers to buy high-quality Amazon search, display advertising, video ads, brand awareness, and audio ads on and off Amazon at scale to target a relevant audience in real time.

See How To Unlock Amazon DSP Insights, Reporting, & Optimization

Amazon Attribution

Extends the reach of your digital shelf marketing efforts to non-Amazon channels. It allows you to understand better purchase rates and customer journeys to optimize digital marketing strategies and advertising channel effectiveness.

See Why Amazon Attribution Reporting Data Supercharges Insights

Amazon Retail Analytics

Amazon offers an incredibly robust array of data on retail product performance. They get you the data you need to go deep from orders, returns, inventory, and fulfillment.

• Amazon Inventory: Get FBA Inventory Reports data for the listing, condition, disposition, and quantity to help with day-to-day inventory.
• Amazon Fulfillment: Get complete, product-level detail on inbound shipments, shipped FBA orders, quantity, tracking, and shipping with FBA Fulfillment Reports and Inbound Fulfillment API.
• Amazon Orders: Online orders and item information for both FBA and seller-fulfilled orders, including order status, fulfillment and sales channel information, and item details with Order API and FBA Orders Reports.
• Amazon Finance: Balances, payouts, estimated and actual selling, storage, and fulfillment fee data with FBA Settlement Reports, FBA Fees, and Finance API
• Retail Analytics: Vendor Retail Analytics delivers ordered revenue, glance views, conversion, replenishable out-of-stock, lost buy box, returns, replacements, and many more.

For automated sales reporting data feeds, see Amazon Seller Central Sales Report Automation. If you are unclear about which of the many sales and order reports is suitable for you, check out our breakdown “Understanding Amazon Order and Sales Reports.”

Amazon Search Terms

The reports provide valuable insights into customer behavior, ranking position, and unit sales in search results which can help you understand product visibility and develop more effective marketing strategies and strategic decisions that drive product sales.

Discover performance-focused keyword ideas, and identify key search terms that meet business objectives. Uncover product details and top keywords your competitors are targeting, and many more so you can trend activity over time.

If you are looking for automated search keyword data feeds, see Direct, Automated Amazon Search Volume Data, and Amazon Brand Analytics Search Terms: Untapped Potential. Also, we detailed the importance of keywords in the posts Why Amazon Brand Analytics Fuels Growth and digital shelf metrics for brands in Amazon KPI Metrics For Advertising + Marketing.

Amazon Sales and Traffic

Business level Sales and Traffic reports offer performance metrics for product sales, revenue, units ordered, and page traffic metrics such as page views and buy box. Amazon now offers these reports via their API for complete automation; see automation of Amazon Detail Page Sales and Traffic Business Reports.

Amazon Brand Stores

Amazon brand stores give third-party sellers access to a tool to package, present, and sell products directly through the e-commerce giant. Brands can choose whether to use a branded product listing or a custom listing. They can also add images, videos, reviews, and pricing information to their listings.

What Is Digital Shelf Monitoring?

Digital shelf monitoring allows retailers to track performance and product trends over time. This information can help retailers determine whether certain items are selling well online or offline and provide insight into promotional effectiveness.

For example, you can use Google Data Studio + Amazon Seller Central data to create dashboards, reports, and visualizations that provide a rich, tailored view of your private data shelf.

Why Monitor Your Digital Shelf

Here are a couple of benefits of keeping tabs on your digital shelf in your efforts to capture the next sale;

• Uncover where you are missing out on potential sales opportunities and double down on marketing tactics that drive performance.
• Optimize product tiles, product descriptions, product page design, or other elements of your product content in listings, ads, or social posts.
• Minimize any blind spot trying to understand the impact Google Ads (formerly Google AdWords), Facebook, and Microsoft Ads…have in driving potential customers’ shopping activity on Amazon.
• Understand sales attribution, audience strategies, and opportunities for optimizing additional products into a conversion funnel.
• Make multi-channel campaign recommendations and optimizations using on-demand insights to accelerate e-commerce marketing efforts.
• Explore competitor threats with trending, first-party search data directly from Amazon, including market share for keywords and products.
• Leveraging conversion insights can inform automated bid and budget optimizations to provide valuable insight to improve your campaign ROI.
• Use data to drive changes and optimize an account or campaign-level marketing plan.

What Is Digital Shelf Analytics?

Digital shelf analytics allows merchants the ability to analyze consumer interactions with products on the shelf. This includes everything from product reviews to social media mentions.

Even if you are only focused on Amazon as your sales channel, understanding the efficiency and effectiveness of your digital shelf concerning who and when people buy your products is essential to any detailed sales impact analysis your team may undertake.

Private, Digital Shelf Analytics Software Owned By You

Your digital shelf analytics suite can be as simple as the tools you may already be using for reporting and analytics!

Brands can now automate Amazon Digital Shelf data collection into a private, trusted data shelf. Rather than leveraging proprietary digital shelf analytics providers, you can take control and own your data.

Direct, automated access to your digital shelf data allows you to use your favorite business intelligence, data visualization, SQL, or data science tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight to perform digital shelf analytics. Create customized traffic dashboards, track spending on advertising campaigns, or additional reports that allow you to build competitive shelf intelligence.

Data Impact: Unify And Own Your Data To Fuel Your Digital Shelf Optimization Efforts

With direct access to the digital shelf data, you can undertake an in-depth or comparative analysis across brands, define actionable insights, or use direct access to campaign reporting to optimize marketing efforts.

1. Unify your data shelf into a leading data lake or cloud warehouses like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, Ahana, and Amazon Athena for a unified, analytics-ready single source of truth to fuel informed decisions on product, media, and customer demand
2. With digital shelf data unified and accessible, quickly optimize for poor conversion rates, identify gaps in operational performance, uncover the percentage of customers converting, refining advertising efforts on and off Amazon, or discover key customer metrics that impact purchase decisions.

Get Started Now With Digital Shelf Analytics

Harnessing your data shelf reflects true impact data, or data that can fuel insights driven growth.

In a fast-paced e-commerce environment, an online retailer’s digital strategy can not succeed by relying on manual, error-prone, and inaccurate data. Supercharge omnichannel analytics solutions like Tableau, Power Bi, Google Data Studio, Looker, and many others with direct, automated digital shelf data. Digital shelf insights with these tools are convenient, fast, and always owned by you.

Your competition is using a private, first-party digital shelf analytics platform as a competitive advantage, and so should you.

Unify your shelf and start your data impact analysis journey today.

Sign up for a 30-day free trial of our fully-automated data shelf feeds today!

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Unlocking The Power Of Digital Shelf Analytics was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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How To Check Sales Volume On Amazon

Unlock Amazon Sales Volume data for automated performance reporting

As an online business, Amazon sellers face the constant challenge of competing against millions of other products in its marketplace.

Do you want to know what products sell well on Amazon? How can you find out which items sell best on Amazon? Are you looking to profit from selling your favorite products on Amazon? Do you want to understand your detailed reports for product sales by ASIN, search volumes for product categories, new product niches, and comprehensive sales reports?

Understanding Amazon sales volume is essential for sellers to calculate performance. Thankfully, Amazon provides a broad range of resources, sometimes confusing, for sellers to understand sales volume.

We will cover three core report types for sales volume:

• Order Tracking Reports
• Sales and Traffic Reports
• Settlement Reports

If you are unclear about which of the many sales and order reports is suitable for you, check out our breakdown “Understanding Amazon Order and Sales Reports”

How To Access Amazon Retail Sales (Order) Reports

To access your sale data, click on the “Reports” tab in your Seller Central account. Then select “Fulfillment->Sales-> All Order Reports.” You can choose to download a .csv file from this page.

1. Sign in to your Amazon Seller Central account.
2. Click the Reports menu, and then click Fulfillment
3. Next, select Sales and All Orders
4. The Order by Order data and Order by Last Update tab will show a view of your sales.
5. Click Download for Selected Period.
6. Save the file on your hard drive.

For automated sales reporting data feeds, see Amazon Seller Central Sales Report Automation.

How To Access Amazon Sales and Traffic “Business Reports.”

Business Reports include a Sales Dashboard, Business Reports by Date, and Business Reports by ASIN.

1. Sign in to your Amazon Seller Central account.
2. Click the Reports menu, and then click Business. The Detail Page Sales and Traffic tab will show a view of your sales.
3. Click Download CSV for Selected Period.
4. Save the file on your hard drive.

Amazon now offers these reports via their API for complete automation; see automation of Amazon Detail Page Sales and Traffic Business Reports.

How To Access Amazon Settlement Reports

Use the following steps to download a settlement report from your seller central account:

1. Sign in to your Amazon Pay account on Seller Central.
2. Click the Reports menu, and then click Payments. The Statement View tab shows a view of your current open Settlement.
3. Click Download Flat File V2 against Settlement Period.
4. Save the file on your hard drive.

Not sure what a Settlement Report is? See Understanding Amazon Settlement Reports.

Understanding Different Amazon Sales Metrics

Amazon uses several different report types and metrics to measure how much inventory sells during a day, week, or month. These metrics are vital to understanding how fast or slow your Business is growing, but they aren’t equally helpful in tracking trends and managing growth. Here are a just few metrics available in various reports:

• Sales rank
• Seller rank
• Units sold
• Sales estimate (pending orders vs. shipped orders)
• Product rank

Typically, you can get the sales data via the UI, manual CSV or Excel report downloads, or via API.

You can use these exports to explore detailed sales history, sales trends, sales per day, sales over 12 months, and other views.

Instead of manual exports, you can automate sales volume data with the Amazon API, allowing you to use advanced tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight

Here are a few approaches to parsing the data so you can understand actual sales volume.

Daily Sales Volume Metrics

Daily sales volume is one of the most commonly reported and tracked metrics related to Amazon product listings. By reporting daily sales volume, Amazon indicates how quickly your listings sell out.

Weekly Sales Volume Metrics

Weekly sales volume is another widely-used metric, particularly among small businesses. To calculate weekly sales volume, multiply the number of days in a week by the unit price per listing. After accounting for shipping costs, fees, etc., you’ll receive a figure representing the total amount of money made.

Monthly Sales Volume Metrics

Monthly sales volume is similar to weekly sales volume, except it reports how much income was generated over a monthly period instead of a weekly period. To calculate monthly sales volume, multiply daily sales volume by 7. Because we’ve assumed seven days make up one month, dividing the result by 365 gives you the total number of units sold that month.

Other Sources Of Amazon Sales Volume

If you are using Amazon Advertising, they will provide sales volume by a campaign, keyword, and other report types. This data is available as manual downloads or via Amazon Advertising API Automation.

Another source of data is Amazon Brand Analytics. You can get keyword data for Amazon Retail categories, allowing you to get direct insight into the level of competition for SKUs and categories. This can be a tremendous resource for new keyword ideas or optimizations to product listings.

To manually download the search data, see How to download the Amazon Search Terms report.

If you are looking for automated search keyword data feeds, see Direct, Automated Amazon Search Volume Data, and Amazon Brand Analytics Search Terms: Untapped Potential.

Conclusion

There are several ways that Amazon provides sales data. This information is essential because it helps you to plan and manage your inventory more efficiently. Using sales data will give you the confidence to take on any e-commerce business challenges that come your way

Getting Started With Amazon Sales Volume Automation

Unifying and owing your data allows you to build a view of sales over time, understand buyer behavior more deeply, or trending monthly traffic patterns. Data-driven insights mean your sales funnel will be full, your content strategy aligned, and traffic potential optimized.

If you are looking to automate your Amazon business analytics reports, Openbridge offers no-code, fully automated data pipelines;

• automate sales and traffic data to fuel traffic analytics tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight to fuel forecasting, analysis, reporting, and marketing efforts. Create a new custom dashboard, enhance an existing dashboard, or perform a breakdown of sales, data automation will get you what you need.
• unify sales and traffic data in a trusted, private data lake or cloud warehouse-like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena owned by you.

With data automation in place, you can understand and optimize your digital marketing strategy, and efficiently grow your existing customer base while identifying ideal customers that drive revenue. Informed decisions are within reach with automation for all of the critical types of reports you have come to rely on.

Try our Amazon Selling Partner API Sales volume data integration today with a 30-day free trial!

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How To Check Sales Volume On Amazon was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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Direct, Automated Amazon Search Volume Data

Amazon Search Volume API

How direct access to the Amazon Search Volume API fuels data-driven performance

Amazon search volume data is an essential data set containing metrics that determine a keyword’s popularity. Understanding how people search for specific products or services can help you craft a product title, product descriptions, or optimizations to your online marketing that will resonate with a target audience.

Did you know that Amazon now makes search volume data available via API? They do!

What is Amazon search volume data?

Amazon search volume data is the total number of searches conducted on Amazon, across a number of categories, in a given period. The search volume data is collected and supplied by Amazon, which makes it the most reliable source of keyword data for Amazon customers.

The great thing about Amazon search volume data is that it’s available for all product categories via Amazon Brand Analytics. Amazon Seller Central and Vendor Central have direct access to the Amazon Search Volume API via Brand Analytics.

Why does Amazon search volume data matter?

As you plan your product content and Amazon campaigns, you must have a complete picture of your target keywords and what they mean for your business. Amazon search volume data can help you here by providing:

• keyword ideas that are based on current or long-term historical trends based on search data.
• a glimpse into how much competition there is on a given keyword (and also how many people are buying products that include that keyword in their title)
• an idea of how much traffic those keywords might bring in will let you decide if they’re worth investing in
• an indication of whether or not your keyword strategy on Amazon provides the impact you expected for organic and PPC search.

For more information on the benefits, see Amazon Brand Analytics Search Terms: Untapped Potential. Also, we detailed the importance of keywords in the posts Why Amazon Brand Analytics Fuels Growth and Amazon KPI Metrics For Advertising + Marketing.

How accurate is Amazon search volume data?

Unlike Google Ads based tools, this search data is 100% sourced from Amazon. While the Google keyword planner tool approximates interest in a topic, the Amazon search data reflects those relevant keywords to customers and categories.

As a result, Amazon search terms are based on actual, real-world search behaviors of users and products. For example, suppose you have 5 million users who search for “windshield wipers” every month and 1 million different items (each with their price) that apply to this term. In that case, the search volume for windshield wipers will be about 5 million searches per month.

This number does not mean that every single one of these 5 million different people was looking at windshield wipers. It only means that out of the entire population of Amazon customers who searched for something during this period, 1% looked at windshield wipers.

Amazon Keyword Search Volume API

The keyword volume API allows you to query the current search volume of a specified set of keywords for any given country. The API enables direct, automated access to keyword search volumes on Amazon.

The Amazon Search Volume API allows you to track and monitor the keyword search volume of products on Amazon. The API returns a rich, in-depth data set of metrics and dimensions, which you can then use to estimate the popularity of a product or an item in your business.

Why use the Amazon Search Volume Data API?

The data is based on actual results in Amazon search, so it’s a reliable resource to understand what people have been searching for about your product category over time. Understanding what search results may be shown to Amazon customers can assist you in product research, understand the competition, identify long tail keywords, and offer new keyword suggestions to the Amazon Ads team for PPC.

Use this data to enhance your SEO strategy by discovering which phrases people commonly use on Amazon, then optimize your content accordingly!

This can be an invaluable dataset for marketers and SEOs who want to improve their performance for their clients. The Amazon Search volume data is perfect for data-driven Amazon Sellers or Vendors. The Search API offers direct, first-party data on search behavior on Amazon.

What are the alternatives to the Amazon Search Volume API?

We don’t recommend using any tool other than manually exporting Amazon search data. The alternatives can involve unethical practices that violate Amazon AUP and DPP. For example, commercial vendors may be web and data scraping Amazon, not official or certified Amazon APIs. We only use official, verified Amazon APIs. See our Bot Free Promise.

Manually Downloading Search Volume Data

If you want to skip the use of an API, you can manually download the data. See this post to learn more about How to download the Amazon Search Terms report.

Conclusion

A key benefit of using the AP as your private Amazon Search Terms tool is that it saves time when working with large amounts of keywords by eliminating manual research efforts from multiple third-party sources.

The use of the Amazon Search API opens new opportunities for automation. Direct, search volume data from the API allows your team to quickly get data critical to optimize long tail keywords, find the right keyword to fuel sales, undertake competitive product research, or create a private keyword tracker to improve a product listing.

1. Take control of by storing high search volume data based on Amazon customers into industry-leading data destinations like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena.
2. With search term data consolidated, use your favorite business intelligence, data visualization, SQL, or data science tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight?
3. If you’re using Excel or Access, then there are also some plugins available that allow you to query this data directly from within your spreadsheet application using an SQL query.

Get Started — For Free

Avoid the messy, manual report download process or third-party bots and scraping tools. Tapping into the Amazon Amazon Search Volume API is a must for automating a workflow that supercharges data-driven business decisions. The official Amazon SP-API offers Sellers and Vendor direct, automated access to search data.

Optimize existing keywords for Amazon Advertising search terms, optimize product performance, discover new potential keywords, or enhance product relevance in search queries. You can pair the search data with Amazon Ads data, or other reports and metrics like Amazon glance views.

Get a fully-automated, code-free Amazon search volume data today!

Sign up for a 30-day free trial of our fully-automated Amazon Search Term data pipeline today!

Frequency Asked Questions

What is a long tail keywords Amazon?

Long-tail keywords are more specific keywords and are less competitive.

What are search terms?

Search terms are keywords used by search engines for lexical matching between an ASIN and a query.

What are Amazon backend keywords?

Amazon backend keywords are hidden phrases or search terms that are invisible to buyers.

What are Indexing and Ranking?

A keyword is successfully indexed by Amazon’s algorithm when it appears against user search.

How do you rank products?

Amazon’s algorithm considers multiple factors when deciding how to rank products within a particular niche.

What are Front End keywords?

Front-end keywords are the phrases found on your product listing.

What is the A9 algorithm?

The A9 algorithm looks at how your products perform on Amazon in its keyword category to rank their appearance in the results.

What are the benefits of adding backend keywords to Amazon listings?

Just as HTML tags increase visibility in a search engine context, adding backend keywords to Amazon listings similarly increases your impressions on Amazon.

What is the difference between a PPC ad and an Amazon search?

Amazon will not index every backend keyword you include in every ad, including PPC ads, that you create.

What are the common mistakes in product listings?

This includes posting your listing on the wrong product category, using the wrong gender, or using words out of context. Create content that is excessively long Include statements that are time-dependent like “available now,” “on-sale,” or “new” Include subjective words like “good quality” and “amazing.”

Use misspelled product names regardless if they are highly competitive keywords. Include any variations in pluralization, capitalization, punctuation, or spacing. Include words that are offensive or abusive.

Example:

• Product Name: Vans skate shoes
• Keyword: VansExplanation: The keyword used is a brand identifier

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Direct, Automated Amazon Search Volume Data was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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How To Use Amazon’s Glance View As A Key Performance Metric

Leverage Glance View Metrics To Deliver Insights For Product And Ad Optimizations

In this article, we will cover an important collection of critical metrics for merchants on Amazon vital to understanding your e-commerce strategies’ success.

What Is A “Glance View”?

Glance views are considered an essential metric for e-commerce performance. Why? It gives you a way to track how many people are looking at each product in your store, which lets you measure how many potential customers may be in the market for that item and how they may be converting.

While Glance view metrics can vary based on various platforms and the specific inputs or filters applied to those metrics, as a general rule these views reflect a level of consumer awareness and consideration for a product.

For example, advertising may track impressions and clicks to evaluate the efficacy of an ad that takes the customer to the shelf. However, once the consumer arrives at the product page, you want to understand the impact. This is where this metric comes into play so you can better understand the interest and what percentage of those interested in your product listings convert.

What Are Glance Views On Amazon?

While the metric has applications off Amazon, it is widely used on Amazon Seller Central, Vendor Central, and Amazon Ads to assess performance.

Glance views on Amazon provide insights into the directional demand for a product. As a result, this metric allows a Vendor to track glance views by product for their entire catalog. For example, Vendor Central Retail Analytics tracks customer traffic to a detail page where Amazon Retail product is the featured offer. The metric reflects there was an opportunity to convert consumers from interest to purchase.

This metric is calculated at the ASIN level and only when Amazon Retail is the featured merchant. As a result, these are precious ASIN-specific insights for Vendors (and Sellers). By exposing raw glance views in reports, Amazon provides Vendors with the traffic data where Amazon Retail had the opportunity to convert a sale.

What is a Fast Track Glance View?

When a product is listed as a “Fast Track” item, customers can see it while browsing other products. Amazon tracks the percentage of customers clicking on the product detail page, indicating customer intent.

Glance Views vs. Impressions

• Glance Views show the number of times a Product Detail Page is viewed.
• Impressions reflect the number of people shown a specific creative (text, image, video, etc.). Impressions are most commonly associated with Amazon Ads or ad platforms off Amazon like Google or Facebook.

Why Do Glance Views On Amazon Matter?

The metric is one of the most important metrics used by Amazon to make decisions about what products are placed in the buy box and what goes into replenishment.

This metric tells a merchant whether they optimize their inventory correctly for the customer’s needs or if their content is aligned to drive conversions. Amazon uses this metric to decide which items should go into the buy box and which products should go straight into the buy box fast track.

You can use this metric to improve your merchandising strategy. In addition to helping you manage inventory, it helps optimize a merchandising strategy. Knowing where customers spend their time, you can adjust your merchandising strategies accordingly.

Your content and inventory must be optimized for your customer’s needs. When you optimize both, you ensure that each item is priced correctly, described in a manner that creates demand and stocked appropriately. As a result, content and inventory optimization is key to increasing your sales.

If your content and inventory aren’t optimized, you’ll never know why some products sell well while others don’t.

Where To Find Glances Views?

Sales Diagnostic

With the release of Amazon Retail Analytics for Vendors, direct access to the data is now possible without complex EDI integrations. Originally part of ARA Premium, the information is now available via the Selling Partner API. The collection of reports allows Vendors to identify opportunities by determining what contributes to sales performance quickly.

• Ordered Revenue: Ordered Product Sales in the selected time frame. Adjustments are made for returns.
• Ordered Units Number of units ordered by Amazon customers.
• Average Sales Price Average price per ordered unit.
• Customer views of a product detail page.
• Conversion Rate The purchase rate of customers viewing your products.
• Rep OOS Replenishable Out Of Stock. Product received when it was out of stock but replenishable as a % of total product.
• Lost Featured Offer (LFO) Price Lost Featured Offer due to price when the product is in stock.

Amazon Advertising Glance Views

Amazon Ads provides visibility across digital sales channel drivers. In addition to Vendor Retail Analytics, Amazon Advertising Sponsored Display reports also include glance metrics as a critical Amazon Advertising KPIs. This metric can then be paired with other advertising metrics such as ACOS, orders, and detail page views. Combined, these metrics provide a holistic view of your advertising efforts for Sellers and Vendors alike.

How To Increase Glance Views On Amazon?

The key to increasing performance is understanding what it is measuring, which is awareness and consideration. The metrics apply to your entire catalog, which means you can that interest and awareness reflect organic conversion rate metrics. This will also apply to those marketing campaigns designed to drive traffic to your brand and products.

So putting this into a broader context and strategy is needed. Looking holistically at the consumer journey will provide a robust data set to undertake meaningful optimizations to improve performance.

As a result, extending your Amazon Glance view definition with custom conversion rate metrics is important. For example, using standard calculations, you can calculate various conversion metrics in almost any data tool. Look at your broader sales diagnostics reports, ads campaign reports, search traffic, and attribution data for anything “off-Amazon” that drives traffic. Combined, this will allow you to refine an approach that increases views and converstions.

While these metrics may vary, below is a collection of simple, easy-to-use calculations you can include in your favorite tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, Amazon QuickSight, SAP, Alteryx, dbt, Azure Data Factory, or Qlik Sense.

1. Product conversion rate = Total Orders / Customer views
2. % Replenishable Out of Stock = (when the item was Out of stock / Total customer views)*100
3. % Vendor Buy Box Fast Track = (Views with a Fast Track offer / Total customer views)*100
4. % Vendor Replenishable Buy Box Fast Track = (Fast Track customer views on Replenishable Items / Total customer views on Replenishable Items)*100
5. % Views on Non-Replenishable Items = (Customer views on non-replenishable items / Total customer views of your items)*100

Amazon Brand Analytics Reports offer additional context, such as providing actionable insights on organic traffic search traffic. Combine that data with Amazon Vendor Central Retail Analytics reports for critical metrics on Amazon daily traffic to detail pages, sales, and conversions.

Summary

Amazon supplied data means you gain first-party insights into product performance without relying on third parties. Tapping into the automated data feeds offers teams a new opportunity to perform low-level diagnostic insights that drive product sales or better understand campaign impact on sales.

Amazon makes the data available via daily updates. You can manually download an excel or CSV file type or automate the flow of this data. Why automate? With direct access to the reporting data, you can undertake an in-depth analysis or comparative analysis across brands or use direct access to campaign reporting to optimize marketing efforts.

1. Unify your Vendor Reports into a leading data lake or cloud warehouses like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, Ahana, and Amazon Athena for a unified, analytics-ready single source of truth to fuel informed decisions on product, media, and customer demand
2. With data unified and accessible, quickly optimize for poor conversion rates, identify gaps in operational performance, uncover the percentage of customers converting, refining advertising efforts on and off Amazon, or discover key customer metrics that impact purchase decisions.

Sign up for a 30-day free trial of our fully-automated Amazon Glance View data feeds today!

References

• Amazon Detail Page Sales and Traffic Business Reports
• Why Amazon Brand Analytics Fuels Growth

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How To Use Amazon’s Glance View As A Key Performance Metric was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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Secret To Unlocking Amazon Vendor Central Reports

Data Automation: Seller Central and Vendor Central APIs

What Does The Best Amazon Vendor Central Analtyics Opportunities Look Like? 3 Critical Examples

Until recently, there was no modern Amazon Vendor Central API. This made reporting manual and messy. Also, the legacy Amazon Vendor Central EDI was one of the common reasons Vendors required significant technology investments due to the complexity of that platform.

Amazon Vendor Central (Vendor Central) now offers merchants access to 3 core categories of detailed reporting about their products and sales performance across multiple channels. This is made largely possible due to the release of a new, modern Amazon SP-API for Vendors. The new API has opened new opportunities to harness data compared to the legacy Vendor system, which was a complex platform to work with. Like Vendors, a similar migration Amazon MWS: Transition to SP-API occurred for Sellers.

As a result of the new API, Amazon Vendor Central data is more accessible, allowing you to use this information to make better decisions about how to run your business.

However, understanding the types of metrics and reports offered by Vendor Central can be challenging. We’ve been working hard to simplify the process of analyzing Vendor Central reports and making sense of the data.

3 Types Of Amazon Vendor Central Reports

Amazon provides a comprehensive collection of data points that help you to make better decisions about the performance of your e-commerce business.

Vendors can use Vendor Central reports to track demand level, and external traffic to your Brand, or generate insights into customer experiences that allow your team to make informed product and media investment decisions.

There are three principle groups of Vendor Reports;

1. Amazon Advertising
2. Brand Analytics Reports
3. Vendor Retail Analytics Reports

Even though Amazon Vendor Central data may not cover the same collection reports available to Sellers, it is more extensive than ever. Unlike Amazon Seller Central Reports, Vendor Central does not offer detailed reports on listings, fulfillment, Inventory Health, Settlement reports, or which fulfillment centers a product is shipped from.

Much of what is found in the (2) (3) analytics reports was part of Amazon Vendor Central’s Amazon Retail Analytics Premium. While the new API opens new pathways to efficient data access, some reports require registration and approval by Amazon. Most Amazon Brand Analytics requires that your Brand is registered in the Amazon Brand Registry. To enroll in Brand Registry, go to the eligibility page: https://brandservices.amazon.com/eligibility

1. Amazon Ads

Amazon offers a full-featured advertising solution for both sellers and vendors to connect with potential customers to stimulate demand, build product awareness, and undertake a deep dive into a target audience for your Brand.

While the Amazon Advertising Console and Amazon Seller Central Dashboard provide insight on products, keywords, and creative performance, the true power of your Amazon vendor central analytics efforts comes to life when you tap into the data behind the advertising reports. Specifically, their data from the Amazon Advertising API.

1. Amazon Sponsored Brands
2. Amazon Sponsored Products
3. Amazon Sponsored Display
4. Amazon Attribution
5. Amazon DSP
6. Amazon Marketing Stream

Reports operate on a daily time frame, except for streams which are hourly. The data from the API offers a detailed picture of your media investments, with a maximum reporting period of 60 to 90 days for lookback windows.

Here is what Amazon says on the topic;

Conversion data is refreshed and validated at daily, weekly, and monthly intervals, and is subject to change for up to 60 days back from the current date. We recommend re-retrieving reports monthly to ensure your conversion metrics are up to date.

2. Vendor Brand Analytics

What was once known as “ARA Premium” is now called “Brand Analytics”.

Per Amazon;

Brand Analytics reports cover in-depth sales, marketing, operations, customer behavior, and enhanced trends to enable you to make more informed business decisions, assess your market share, identify new opportunities, and monitor factors that affect sales.

The change to the new API created more consistency with Amazon Seller Central which ensures the programs offered on the two platforms are more consistent.

There are five core report types, two of which have been removed as of June 30, 2022.

1. Amazon Search Term Report helps you determine what keywords people use to look up your product and product category. This report gives insights into how often people search for your product and what words they type into the search bar. You can even see if specific terms increase or decrease over time. This can also provide insights into a competitive product listing and market share.
2. Repeat Purchase Report helps you identify repeat purchases. If someone buys something weekly, it could mean she likes your product. Or perhaps she purchased the same thing because her friends recommended it. Either way, knowing this detail can help you market to her better.
3. Market Basket Analysis lets you see if there are any trends in your customer base. For example, if everyone is buying one particular product, you may want to add another similar one. Alternately, you might consider dropping prices if no one is buying anything.
4. Item Comparison reports let you compare your product to others. Are customers buying yours more frequently than competitors? Do they purchase different sizes or colors? Knowing this data can help you improve your marketing strategy. This report was deprecated (removed) on June 30, 2022.
5. Alternate Purchases reports show you what products consumers are buying instead of yours. If someone isn’t buying your product, he’s looking for something else. By seeing his alternatives, you can ensure you’re offering the best value. This report was deprecated (removed) on June 30, 2022.

We go into each report in more detail below.

Amazon Search Terms Report

Here is Amazon’s description;

“Discover which products win the most clicks and conversions on strategic search terms. Assess the impact of your marketing campaigns by monitoring trends.”

The Amazon Search Terms Report provides data about how people search for products on Amazon. You can use it to identify popular terms, discover trends over time, and learn what works best for your Brand.

Manual or automated, learn how to download the Amazon Search Terms report.

Repeat Purchase Behavior

Here is Amazon’s description;

“Better strategize and assess your marketing campaigns to drive repeat purchases and acquire new customers.”

The report includes information on how often people make repeat purchases, whether they repurchase the same item, and even what day of the week they typically make repeat purchases. You can use this data to improve your marketing strategy and increase sales.

Market Basket Analysis

Here is Amazon’s description;

“Identify cross-selling and bundling opportunities by gaining insight into products that are being purchased together by your customers.”

Marketing experts recommend market basket analysis as one way to understand what products consumers buy together. A market basket analysis helps you determine how often certain items are purchased together and whether there are opportunities to sell related products. You can use this information to build better marketing campaigns and offer cross-selling opportunities.

3. Vendor Retail Analytics Reports

As of March 23, 2022, new Vendor retail analytics report types are available through the Selling Partner Application Programming Interface (SP-API). Amazon is replacing the existing EDI Sales and Inventory report and Forecast report with new API Sales, Inventory, and Forecasting reports.

Per Amazon;

Vendor Retail Analytics report types are replacing the existing EDI Sales (X12 852, EDIFACT SLSRPT) and Forecast (X12 830, EDIFACT DELFOR) reports.

Amazon Retail Analytics or ARA provides you with the data you need to manage and grow your business with Amazon Retail. The data allows you to create custom performance dashboards so you can monitor your Amazon retail KPIs, evaluate your performance, identify operational improvement opportunities, and glean valuable insights to shape your business strategy.

For reference, here is a sample mapping of the legacy Amazon Retail Analytics EDI transactions to API report types:

• Sales diagnostic: Sales (X12 852, EDIFACT SLSRPT) To GET_VENDOR_SALES_REPORT
• Inventory health & planning: Sales (X12 852, EDIFACT SLSRPT) ->GET_VENDOR_INVENTORY_REPORT
• Forecasting: Forecasting (X12 830, EDIFACT DELFOR)->GET_VENDOR_FORECASTING_REPORT

The new Vendor Retail Analytics Reports offer a collection of reports which share time series data for a vendor’s business, including the historical sale, traffic, inventory, and forecast metrics.

• Vendor Sales Report
• Net Pure Product Margin Report
• Vendor Traffic Report
• Vendor Forecasting Report
• Vendor Inventory Report

Like Brand Analytics Reports, Vendor Retail Analytics reports are only available to vendors with the Brand Analytics Selling Partner role.

Vendor Inventory Report: Inventory Health

Monitor the health of the inventory levels of your products through weekly updates; quickly identify and respond to unfavorable trends.

Vendor Forecasting Report: Forecast and Inventory Planning

Prevent replenishable out-of-stock revenue losses with data-driven inventory planning

Vendor Traffic Report: Traffic Diagnostic

The Traffic Diagnostic Report gives you insight into your web presence and helps you understand your online performance.

Here is how Amazon describes this;

Quickly identify changes in a) glance views and b) conversion by viewing prior period, previous year, and industry benchmark.

You’ll learn whether your products are selling well or not. You’ll find out if you’re losing customers because your prices are too high or too low. And you’ll discover whether you’re getting enough exposure or not.

Vendor Sales Report: Sales Diagnostic

Quickly identify opportunities by determining what is contributing to sales performance.

Net Pure Product Margin Report or Net PPM

You can quickly identify which products contribute to profitability by looking at: a) Net PPA, b) a percentage of total revenue, c) prior period d).

For more information on Vendor Retail Analytics reports, see Amazon Selling Partner Report Type docs.

Summary

Vendor Central’s move to SP-API opened new opportunities for merchants to use data for insight-driven business decisions. It is easier than ever to create a complete, trusted picture of your Amazon business. You can use data to forecast demand, determine where to allocate resources, or how best to maximize profit. You can also identify trends in buying patterns and analyze customer preferences.

Unlocking data allows you to create a tailored, private Amazon Vendor Central dashboard, visualization, or report specific to your needs;

1. Unify your Vendor Reports into a leading data lake or cloud warehouses like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, Ahana, and Amazon Athena for a unified, analytics-ready single source of truth to fuel informed decisions on product, media, and customer demand
2. Use an industry-leading analytics tool like Google Data Studio, Tableau, Microsoft Power BI, Looker, Amazon QuickSight, SAP, Alteryx, dbt, Azure Data Factory, Qlik Sense, and many others to turn manual monthly reports into automated, rapid business reports that ensure your team has immediate access to actionable insights. Create customized traffic dashboards, track spending on advertising campaigns, or additional reports that allow you to build competitive intelligence.
3. With data unified and accessible, quickly optimize for poor conversion rates, identify gaps in operational performance, uncover the percentage of customers converting, refining advertising efforts on and off Amazon, or discover key customer metrics that impact purchase decisions.

Get Started Automating Vendor Central Reports — For Free

Openbridge offers code-free data automation, one of the most powerful tools Vendors can tap into. Automation accelerates performance the speed at which your team can gain valuable insights to deliver data-driven growth and profit.

>> Sign up for a 30-day free trial of our Amazon Vendor Central automation

Frequently Asked Questions

How do I qualify for Brand Analytics?

• You must be a Brand Owner enrolled in Brand Registry, be internal to the Brand, and be responsible for selling the Brand on Amazon.
• Enrollment in Brand Registry will become a prerequisite for Vendors to qualify for Brand Analytics on April 1, 2020; vendors who had access to ARA Premium as of January 31, 2020, will have access to Brand Analytics until April 1 regardless of their enrollment status.
• Access to Brand Analytics is subject to all applicable Terms and Conditions.

What is Brand Registry, and how do I enroll?

• Brand Registry helps you protect your intellectual property and create a real and trusted experience for customers on Amazon.
• To learn more about Brand Registry, its benefits, and eligibility requirements, visit the Brand Registry website: www.brandregistry.com

What information is provided in Brand Analytics?

• Access to years’ worth of data within custom date ranges.
• Sales data by a particular state, province, or postal code.
• Top search terms across Amazon.
• Products customers purchased after viewing your products.
• Products customers purchased at the same time as purchasing your products.
• Unique and repeat purchase data.

What if I’m not a Brand Owner?

Vendors who are not Brand Owners or are Brand Owners not enrolled in Brand Registry will retain access to Amazon Retail Analytics Basic (ARA Basic) for their data and reporting needs.

How do I access sales information for my products?

Sales information can be accessed through the “Sales Diagnostic” report accessible in the reports pane on the left-hand side of the page. You can also use the metric locator to locate all available metrics.

How do I find the metrics that I’m looking for?

Here’s a map of the metrics currently available on the site.

Can I access historical data?

Yes. Historical data limits may vary by report. Though we cannot accommodate special historical data requests, you can modify the reporting range filters in reports to access historical data.

Can vendors get the same return reports, ledger reports, or active listings report that sellers have?

Unlike Amazon Seller Central, there are no seller-fulfilled orders direct to customers. As a result, certain information is not available to vendors. The reports detailed earlier outline the current collection of available reports.

Is there an Amazon Vendor Central Sales report?

Yes, we detailed those options above

Does Amazon Brand Analytics Vendor Central offer the same reports as Sellers?

Yes, there is parity between Vendors and Sellers.

Is there an Amazon Vendor Central API integration? What about the legacy EDI Amazon Vendor Central Service?

Yes, see our post Unlocking Amazon Vendor Central Data With New API for a deep dive into the new API.

Where can I learn more about Amazon advertising reports?

Amazon provides a robust collection of documents for the Amazon Advertising API.

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Secret To Unlocking Amazon Vendor Central Reports was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

from Openbridge - Medium https://ift.tt/QvOnBIj
via IFTTT