As Amazon's continual efforts to improve our reporting products, they would like to announce the launch of the new Amazon Retail Analytics (ARA) on Vendor Central. ARA prioritizes data integrity and simplifies sales and operational reporting with a focus on critical data with new Sales, Traffic, Net PPM, Forecasting, Inventory, and Catalog dashboards.
If you have not encountered them already, you will soon find announcements on your Brand Analytics dashboards that will direct you to the new ARA dashboards.
Brand Analytics will maintain the current report dashboards in parallel with the new dashboards as we collect and assess feedback on performance and usability. You will continue to have access to the current reports while we refine and develop functionality in ARA.
For more information, go to Amazon Retail Analytics dashboards.
We hope you find the ARA dashboards useful. You can use the feedback tab on the lower left side of the ARA dashboard page to send us any thoughts and feedback you might have.
For a glossary of metrics included in the Amazon Retail Analytics (ARA) dashboards, go to the Amazon Retail Analytics metric glossary.
In this blog, we will cover the following topics:
Amazon Retail Analytics is a powerful tool that provides sellers with valuable insights into their sales performance on Amazon. It offers a comprehensive suite of metrics and reports that can help you understand customer behavior, product performance, and market trends. By leveraging this data, you can make informed decisions to optimize your sales strategy and drive growth.
Amazon Retail Analytics (ARA) Basic and ARA Premium are two subscription levels Amazon offers for sellers to access detailed sales data and insights. While both plans provide valuable information, they differ in terms of the level of detail and features available.
ARA Basic offers a foundational level of analytics, providing essential metrics such as:
ARA Premium provides a more comprehensive set of features, including:
Retail Analytics and Brand Analytics are both valuable tools for understanding your performance on Amazon, but they focus on different aspects of your business.
Retail Analytics provides insights into the commercial and operational performance of your vendor account. It focuses on metrics related to sales, inventory, traffic, forecasting, and net PPM (Profit Per Million). This data helps you understand the overall health of your business and identify areas for improvement.
Brand Analytics focuses on shopper behavior related to your products and brand. It provides data insights into repeat purchase behavior, top search terms used by customers, and market basket analysis. This information helps you understand how customers interact with your brand and identify opportunities to improve your product offerings and marketing strategies.
Amazon Retail Analytics (ARA) offers several benefits to sellers, including:
Amazon Retail Analytics (ARA) is a powerful tool that provides sellers valuable insights into their sales performance. To effectively use ARA, follow these steps:
List of New Changes in Amazon Retail Analytics
To stay updated on the latest changes to ARA, it's recommended to check the amazon seller Central Announcements or contact Amazon Seller Support.
This can be due to one or a combination of the following reasons:
ASIN mapping: Vendor hierarchy and ASIN catalog attribute setup impact how ASINs are mapped to ARA reports. ASINs not properly mapped to ARA may appear to be “missing” from reports. Once the mapping is corrected, it may take up to 14 days to reflect in the dashboards. For troubleshooting help with data issues related to ASIN mapping, vendor hierarchy, or catalog attributes, reach out to your retail partner or open a Contact Us case.
This is likely due to an ASIN mapping issue. ASINs not properly mapped to ARA via proper vendor hierarchy, ASIN catalog attributes, and vendor group setup may cause an ASIN to inaccurately populate in ARA dashboards. For troubleshooting help with issues related to ASIN mapping, reach out to your retail partner or open a “Contact Us” case and request ASIN mapping assistance.
There is ASIN-level data parity between ARA and the internal tools used by your retail partners. For questions on reporting you receive from your retail teams, reach out to your retail partner or open a “Contact Us” case.
Users who are not administrators must have the "Financial Reports" task-based role enabled in order to access the Inventory dashboard. Admins will already have all rights enabled by default. Only an admin can enable or disable a non-admin’s rights.
The Forecasting dashboard lets you identify the customer demand for your products for production and inventory planning purposes.
The Forecasting dashboard lets you identify the customer demand for your products for production and inventory planning purposes.
|
KPI |
Definition |
|
Mean Forecast |
The average value predicted by your forecasting model. |
|
P70 Forecast |
The value below which 70% of the forecasted values fall. |
|
P80 Forecast |
The value below which 80% of the forecasted values fall. |
|
P90 Forecast |
The value below which 90% of the forecasted values fall. |
The forecasting system produces forecasts for an ASIN at various confidence levels, or “Critical Ratios” (CR). If you are setting a CR of 80, a.k.a. "P80," it means there is an 80% probability that the ASIN will be in stock for the buying horizon. A higher CR or P-level means more buffer stock.
The forecast report provides a forecast for unconstrained customer demand, which is not a promise of purchase orders. If there are already on-hand or on-order units available to cover customer demand, for example, this would be accounted for when the system issues purchase orders.
The Inventory dashboard lets you monitor the health of your product inventory through weekly updates. You can quickly identify and respond to unfavorable trends.
|
KPI |
Definition |
|
Sourceable Product OOS |
The quantity of products that are currently out of stock but can be replenished from existing sources. |
|
Vendor Confirmation Rate |
The percentage of purchase orders that have been confirmed by vendors. |
|
Net Received Units |
The total number of units received from vendors, minus any returns or damaged goods. |
|
Open Purchase Order Quantity |
The total quantity of products that have been ordered from vendors but not yet received. |
|
Sellable On-Hand Inventory |
The quantity of products that are available for sale and in good condition. |
|
Sell-Through Rate |
The percentage of inventory that is sold within a specific period. |
|
Unhealthy Inventory |
Inventory that is slow-moving, obsolete, or damaged. |
Not all metrics included in the Inventory dashboard are available at the daily granularity, so the option has been removed.
ARA surfaces Procurable product OOS (ROOS). While Rep OOS considers only replenishable ASINs, ROOS considers procurable ASINs. Since the ASIN cohort is larger for ROOS vs. Rep OOS, in most cases, ROOS will be a lower percentage than Rep OOS.
This is expected behavior, as the data from ROOS and unfilled customer order units are only available for manufacturing vendors. This is ASIN-level data that cannot be attributed to a specific vendor.
Access to Amazon Fresh views must be enabled by your internal retail partner.
The Net PPM dashboard lets you identify which products are driving profitability up or down by analyzing the Net Pure Product Margin (Net PPM). Net PPM measures product profitability after the cost of goods, vendor funding, and sales discounts are taken into account.
|
KPI |
Definition |
|
Net PPM |
It is a key performance indicator (KPI) used in retail and e-commerce to measure the profitability of a product or category. Net PPM = (Net Profit / Net Sales) * 1,000,000 |
The Net PPM dashboard is typically only displayed to manufacturers. Reach out to your retail partners or open a “Contact Us” case if you believe you should have access to the Net PPM dashboard.
Brand Analytics (including ARA) does not include Warehouse Deals sales in its metrics. Since proceeds from Warehouse Deals sales are not collected by the vendor, we do not account for these transactions. The internal tools used by your retail partners may be inclusive of Warehouse Deals sales. For questions on whether Warehouse Deals sales are included in your internal metrics, reach out to your retail partner or open a “Contact Us” case.
The Sales dashboard lets you quickly identify opportunities by determining what is contributing to sales performance.
|
KPI |
Definition |
|
Ordered Revenue |
The total revenue generated from all orders placed by customers, regardless of whether they have been shipped or fulfilled. |
|
shipped revenue |
The total revenue generated from orders that have been shipped to customers. |
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Dispatched or Shipped COGS |
The cost of goods sold associated with orders that have been shipped or dispatched. |
|
Customer Returns |
The number of orders that have been returned by customers. |
All vendors will have access to the Sourcing view of the sales report, which will show the sales data for ASINs (with a product cost) that have an offer from a vendor code listed in the vendor group. If the vendor is a manufacturer, they will have access to the Manufacturing view, which shows ASIN-level data for any ASIN manufactured by the vendor code designated as the manufacturing role in the vendor group. Enabling or disabling this view will be owned by retail stakeholders. Reach out to your retail partner if you believe you should have access to the Manufacturing view or open a “Contact Us” case.
Brand Analytics (including ARA) does not include Warehouse Deals sales in its metrics. The internal tools used by your retail partners may be inclusive of Warehouse Deals sales. For questions on whether Warehouse Deals sales are included in your internal metrics, reach out to your retail partners or open a “Contact Us” case.
ARA accounts for customer returns and free replacements in shipped units and revenue.
Customer returns and cancellations are applied to ordered revenue based on the original date of the sale.
Access to views of other Amazon Programs, such as B2B and F3, is enabled via vendor group rights. Reach out to your retail partner or open a “Contact Us” case if you believe you should have access to these views.
The Traffic dashboard lets you quickly identify changes in relevant traffic-related metrics.
|
KPI |
Definition |
|
Glance Views |
It refers to the number of times a piece of content, such as an ad, article, or video, has been briefly viewed by a user. |
If the vendor is a manufacturer, they will have access to the manufacturing view, which shows ASIN-level data, such as traffic, Net PPM, and forecasting, for any ASIN manufactured by the vendor code designated as the manufacturing role in the vendor group. Enabling or disabling this view will be owned by retail stakeholders. Reach out to your retail partners or open a “Contact Us” case if you believe you should have access.
Glance views (GVs) measure customer traffic and are defined by the number of views to the product detail page.
In Brand Analytics reporting, GVs are calculated at the ASIN level and only when Retail is the featured seller (that is, has the featured offer on the product detail page). By exposing raw GVs when Retail is the featured seller, we provide vendors with the traffic data where Retail had the opportunity to convert a sale.
Glance view metrics can vary based on the reporting tool used and the specific inputs or filters applied to those metrics. For example, Advertising tracks impressions and clicks to evaluate the efficacy of an ad taking the shopper to the shelf (that is, all detail page views). On the other hand, Brand Analytics tracks customer traffic to a detail page where the vendor has had the opportunity to convert a sale (that is, has the featured offer on the product detail page). Since the denominator may be different depending on the user’s use case, glance view metrics may vary across different tools.
Conversion is the percentage of times a glance view was converted into a sale. It is a derived metric that is calculated by dividing ordered revenue by glance views.
The Catalog dashboard lets you monitor catalog quality by instantly accessing the latest catalog details for your products.
|
KPI |
Definition |
|
Product Group |
A collection of related products that share similar characteristics, such as category, brand, or features |
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Replenishment Category |
A classification of products based on their replenishment frequency and lead times. |
|
Prep Instructions Required |
Indicates whether specific preparation or handling instructions are necessary for a product before it can be shipped or sold. |
|
Prep Instructions Vendor Status |
The status of the vendor's compliance with the required preparation instructions. |
This dashboard is available to all vendors and users with access to ARA regardless of additional permissions. Vendors will have access to select the “Manufacturing” view in addition to the “Sourcing” view only if the vendor is a manufacturer. Enabling or disabling this view will be owned by retail stakeholders. Reach out to your retail partners if you believe you should have access to the Manufacturing view or open a “Contact Us” case.
All users will have access to the “Sourcing” view option if they have access to ARA. Users who are not administrators must have the "Financial Reports" task-based role enabled in order to access the “Manufacturing” view of the Catalog dashboard. Admins will already have all rights enabled by default. Only an admin can enable or disable a non-admin’s rights.
The report will update with the most recent available ASIN attribute data and display to the user the most recent date the report was updated. There is no date selection available.
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We've explored the power of Amazon Retail Analytics and how it can be a valuable tool for sellers looking to optimize their business performance. By understanding and utilizing the data provided by ARA, you can gain valuable insights into customer behavior, product performance, and market trends.
Now, it's time for you to take action! Start exploring ARA and begin leveraging its capabilities to drive your business forward.
New Amazon Retail Analytics Dashboards are now available in Amazon Vendor accounts. Brand Analytics Dashboards that will direct you to the new ARA dashboards. Reports > Brand Analytics > (link to top of page) There is a new version of this dashboard available. Visit Amazon Retail Analytics.
Key metrics for vendors to track in Retail Analytics include sales performance, inventory levels, customer behavior, pricing effectiveness, and marketing performance. By monitoring these metrics, vendors can gain valuable insights into their business operations, identify areas for improvement, and make data-driven decisions to optimize their performance.
Short Answer - Yes. The most strategic change in 2020 to Amazon Brand Analytics was that it became free for brand owners (making data available similar to the Seller platform). The caveat to this is the brand must be registered through the brand registry in order to not be charged for this reporting, which used to be around 1% of retail sales.
Vendor Retail Analytics provides suppliers with valuable data and insights into their performance on retail platforms. By tracking metrics such as sales, inventory, customer behavior, and marketing effectiveness, vendors can make informed decisions, optimize their operations, and strengthen relationships with retailers. This ultimately leads to improved business performance and increased profitability.
Several tools and platforms are available for vendors to access Retail Analytics data. These include retailer-provided analytics platforms, third-party analytics tools, and data integration platforms. By utilizing these resources, vendors can gain valuable insights into their retail operations and make data-driven decisions to improve their business.