Amazon Analytics: How to simplify data analytics for Amazon sellers and agencies

Introduction:

To succeed in the world of competitive sellers, understanding Amazon analytics is key. It's like having a map to guide you through the jungle of e-commerce. Analytics is hard to read on Amazon seller and vendor central dashboards, because Amazon provides reports in siloes. In this post, we will show you how to simplify Amazon analytics and use insights to move your business in the right direction. This post is equally important for agencies, who manage multiple accounts simultaneously.

The post is divided into 3 sections.

In section 1, you will get to understand what Amazon Analytics is, why is it important.

In section 2, you will understand the important aspects of Amazon Analytics.

In section 3, you will see how Atom11 can help you solve Amazon Analytics

Let's get started.

Section 1: What is Amazon Analytics and why is it important? 

Amazon Analytics refers to data aggregation of advertising, seller/ vendor central and digital shelf in one place. It helps sellers and agencies understand and optimize performance on ASIN and overall level.  Amazon Analytics is important for sellers and vendors on the platform for several reasons: It allows sellers to track their sales performance vs. Ad spend, Ad performance, inventory levels, best seller ranks, AOV and TACOS.  Sellers can optimize their strategies and allocate their budgets more efficiently.  It allows better management of their inventory levels, and reduce impact on seamless operations of other sales efforts Sellers can monitor competitors' performance, pricing strategies and customer reviews. 

Section 2: Top 4 insights about Amazon analytics:  

1. Insights on Ad Performance 

Pay-Per-Click (PPC) advertising is a cornerstone of Amazon's marketing strategy, allowing sellers to bid on keywords and place targeted ads. PPC analytics zooms out and shows how the ad spend profile for an advertiser. This is a great way to know areas of opportunities in improving ACOS. This includes the following:  

1. Spend and performance on ASIN bands  

2. Spend and performance on campaign types 

3. Spend and performance on placement types 

4. Spend and performance on keyword types 

2. Combining ads and retail data:  

PPC analytics combines ad spend and total sales and shows a trend line between the two. Tools like Atom11 let’s sellers and agencies evaluate this data at an overall level, at an ASIN level or at a group of ASIN level. For ex.: Combining AOV data with total sales and best seller ranks Combining inventory data with ad performance and total sales Combining Ad spend with profitability data Combining TACOS with ad spend and total sales  Digital Shelf to understand competitor pricing and seller ranks  

3. Analyzing Product Performance Metrics 

Monitoring product performance metrics is crucial for evaluating the success of your offerings on Amazon. Metrics such as sales velocity, conversion rate and customer reviews provide invaluable insights into product demand, competitiveness and customer satisfaction. By analyzing these metrics, sellers can refine their product strategies and enhance profitability.  

4. Optimizing Inventory Management with Predictive Analytics 

Effective inventory management is a balancing act between supply and demand. Simply listing the products online without checking their level of popularity might directly and unnecessarily impact your inventory costs. Predictive analytics tools leverage historical data and market trends to forecast demand, optimize inventory levels and prevent stock outs or overstocking. Knowing inventory analytics can also help you take proactive actions on advertising and prevent out of stock.

Section 3: How can atom11 solve for Amazon Analytics:  

Along with being a retail aware ad automation software for Amazon sellers and agencies, atom11 hosts strong analytics dashboard to help their customers find great sales opportunities. Here are 6 ways, atom11 helps you with Amazon Analytics:   

1. PPC ad spend profile:

One of the best ways to find optimization opportunities on Amazon PPC is with our Zoomout strategy. The zoom out strategy lets you take a step back and analyze how you spend monies. With atom11, you can find your spend profile by ASIN band or by campaign type or placement type.  

2. Sales trend dashboard for time series analytics:

With atom11, you can combine retail, ads and digital shelf in one dashboard. This helps you analyze sales trends on daily, weekly or monthly level. You can choose which ASINs you want to analyze and do it in a single click without having to download multiple reports.     

3. Root cause analytics:

While comparing 2 different time periods for analytics, Atom11 provides a root cause analyzer. Which means it tells you what could have caused sales fluctuations between 2 periods of time.   For ex. In the below photo, you can see that orders are in red, which means that those ASINs lost sales. Anything that reduced in absolute value is denoted as red. Anything that increased in absolute value is denoted in green. In this case, you are seeing ASINs that lost orders in comparison to a previous period. Next to orders, there are parameters that impact orders – for ex. Ad spend, ad performance, Average Order Value (AOV), organic page views, in-stock % etc.. With a simple view, the root cause analyzer tells you what parameters increased/ reduced leading to an impact on lost orders.   

4. Digital Shelf:

Track your organic and sponsored keyword rank on page 1 with atom11’s digital shelf dashboard. You can use this data for your tracking purposes as well as automating your search rank vs. Account bids.   

5. Power BI/ Looker integrations:

Everyone has their own way of looking at data. That’s why power BI and looker integrations come in handy. With atom11, we can set up your looker integrations in seconds and set up data the way you want to see it. This also helps in automating reporting for some agencies, as they can set up reports on refreshable google sheets.   

6. Alerts:

Data analytics is a mitigative activity. Sellers/ agencies must aggregate data from multiple reports to find reasons for sales fluctuations. But what if there were alerts to tell you exactly what to analyze. With atom11, you can set up alerts for almost anything. Few examples:  

1. Sales fluctuation alerts: Find which ASINs gained/ lost sales. This daily report is pushed into your email every morning, telling you exactly which ASINs to focus on and find out reasons for growth/ decline.     

2. Category change alerts: Amazon is known to make inadvertent changes to product subcategories. This leads to a sales drop, drop in ad performance and search ranks. But sub-category changes are hard to spot, especially if you have many ASINs. With category change alerts, you can get a daily report on any inadvertent changes on your ASIN noding/ sub cats on a daily basis.  

3. Stock alert: You can set up stock alerts if ASIN DOH or number of units fall below a certain number 

4. Buy box alerts: If you have a digital shelf subscription with atom11, you can also set up alerts about lost buy-box. 

5. Competitor pricing alerts: If you are tracking competitors with atom11, you can get alerts when competitors change pricing.  

Conclusion

At Atom 11, we believe that the key to sustainable success on Amazon lies in continuous optimization. Whether it's refining PPC campaigns, updating product listings, or adapting to market trends, ongoing optimization is critical for staying ahead. By embracing a data-driven approach and leveraging analytics tools, sellers can iterate, refine and grow their Amazon business over time. This also involves thorough brand-specific optimization. It always pays to stay informed about how your brand should be planning the marketing based on your niche, your competitors and your demand in the market. This level of thorough optimization almost always pays off in the form of increased sales and visibility.  

 Atom 11 helps you save time in downloading multiple reports and analyzing them. For the first time ever, you can combine retail data with advertising and run more efficient ads. Everything from thorough data analytics, providing quick insights into the root causes of sales fluctuations, competitor analysis, to optimizing and automating ads, and helping with effective product listing, Atom 11 got you covered! Book a call with us here.