Selling on Amazon can be a lucrative endeavor, but it requires a strategic approach to maximize your success. Of course instincts are important, but relying on data can be a surefire way of identifying areas of growth. With a data-driven approach to your Amazon business, you can count on making informed decisions on where to stock up inventory and where to spend money. One crucial component of this approach is harnessing the power of Amazon analytics tools. These tools provide invaluable insights into your product performance, customer behavior, and market trends, enabling you to make crucial business decisions and optimize your Amazon performance.
TABLE OF CONTENTS
1. Understanding Amazon Analytics Tools
2. Essential Amazon Analytics Tools
2.1. Amazon Seller Central
2.2. Amazon Vendor Central
2.3. Amazon Advertising Portal
2.4. Helium 10
2.5. Jungle Scout
2.6. SellerApp
2.7. Viral Launch
2.8. MerchantWords
3. Choosing the Right Amazon Analytics Tool for Your Business
4. VASO Group Can Help You Select the Perfect Amazon Analytics Solution
Understanding Amazon Analytics Tools
Amazon analytics tools are designed to help sellers track and analyze various aspects of their Amazon operations. They offer a wealth of data that can be used to improve product listings, optimize marketing campaigns, and identify growth opportunities. Key features of these tools include:
- Product performance tracking: Monitor sales, rankings, reviews, and conversion rates.
- Keyword research: Identify relevant keywords to improve search visibility.
- Competitor analysis: Track competitors’ performance and pricing.
- Customer behavior analysis: Understand customer preferences and purchasing patterns.
- Marketing campaign optimization: Measure the effectiveness of advertising campaigns.
- Inventory management: Optimize stock levels and avoid stockouts or excess inventory.
Naturally, different types of report will include different combinations of data points depending on the goal of the reporting. For example, a business looking to find new product opportunities might be interested in a competitor analysis, or if they’re looking for ways to optimize their paid advertising, a marketing campaign optimization analysis will prove beneficial.
Essential Amazon Analytics Tools
These are robust reporting solutions offered by either Amazon itself or by third party providers. As we work our way down the list, you’ll find that each platform has its own strengths and weaknesses.
1. Amazon Seller Central
Amazon’s own hub for 3P sellers, Seller Central offers plenty of reports that help a brand take control of their business and make more informed decisions regarding restocking, shipping, and customer service. It’s definitely a robust Amazon analytics solution to have, considering that it’s totally free for Seller accounts. Seller Central analytics offers basic insights into sales, traffic, and customer behavior, but might be too surface level for advanced sellers.
Sales and Traffic Analytics
- Sales Dashboard: Provides an overview of your sales performance, including total sales, average order value, and sales by product.
- Traffic Reports: Shows information about website traffic, including visitor sessions, page views, and bounce rate.
- Product Page Performance: Provides details on individual product performance, including sales, clicks, and conversion rates.
- Keyword Performance: Shows how well your products are ranking for specific keywords.
Inventory and Fulfillment Analytics
- Inventory Reports: Tracks your inventory levels, stockouts, and excess inventory.
- Fulfillment Reports: Provides information on fulfillment performance, including shipping times, returns, and customer satisfaction.
- FBA Fees Report: Calculates the fees associated with using Amazon’s Fulfillment by Amazon (FBA) service.
Customer Feedback Analytics
- Customer Reviews: Displays customer reviews and ratings for your products.
- Seller Feedback: Shows feedback from customers about your seller performance.
- Customer Support Tickets: Tracks customer inquiries and support requests.
Marketing Analytics
- Sponsored Products Reports: Provides data on the performance of your Sponsored Products advertising campaigns.
- Sponsored Brands Reports: Shows the results of your Sponsored Brands advertising campaigns.
Financial Analytics
- Payment Reports: Tracks your payments from Amazon.
- Profit and Loss Reports: Calculates your profitability based on sales, expenses, and fees.
2. Amazon Vendor Central
Amazon Vendor Central is a similar Amazon analytics solution to Amazon Seller Central. The key difference is VC is built for 1P sellers. The platform provides a range of reports to help vendors understand their performance and make data-driven decisions. This tool also comes pre-equipped for Vendor accounts and is completely free to use. However, it may not offer the same level of granularity or customization as some third-party analytics tools.
Sales and Performance Reports
- Sales Summary: Provides an overview of your total sales, average order value, and sales by product category.
- Product Performance: Shows detailed information on individual product performance, including sales, clicks, and conversion rates.
- Shipping Performance: Tracks your shipping performance, including on-time delivery rates and late shipments.
- Inventory Performance: Monitors your inventory levels, stockouts, and excess inventory.
- Customer Satisfaction: Provides feedback on customer satisfaction with your products and services.
Financial Reports
- Invoice Summary: Displays a summary of your invoices and payments.
- Payment Terms: Shows your payment terms and due dates.
- Profit and Loss: Calculates your profitability based on sales, expenses, and fees.
- Tax Summary: Provides information on sales tax collected and remitted.
Marketing Reports
- Advertising Performance: Shows the performance of your advertising campaigns, including impressions, clicks, and conversions.
- Promotion Performance: Tracks the effectiveness of your promotions and discounts.
Supply Chain Reports
- Purchase Order Summary: Provides a summary of your purchase orders and shipments.
- Vendor Performance: Shows your performance as a vendor, including on-time delivery and quality.
Custom Reports
- Custom Report Builder: Allows you to create custom reports based on your specific needs.
3. Amazon Advertising Portal
Also an Amazon analytics solution, the Amazon Advertising Portal offers a wide range of data points specifically related to your Amazon PPC or Amazon DSP campaigns. Its reporting capabilities are sufficient for day-to-day optimization, but you could benefit from more detailed reports from third-party platforms.
Campaign Reports
- Campaign Performance: Overall performance metrics for a specific campaign, including impressions, clicks, clicks through rate (CTR), conversions, and cost per conversion.
- Daily/Weekly/Monthly Performance: Detailed performance data for specific time periods.
- Keyword Performance: Performance metrics for individual keywords within a campaign.
- Product Targeting Performance: Performance metrics for targeting specific products.
- Audience Targeting Performance: Performance metrics for targeting specific audiences.
Ad Group Reports
- Ad Group Performance: Overall performance metrics for a specific ad group, including impressions, clicks, CTR, conversions, and cost per conversion.
- Keyword Performance: Performance metrics for individual keywords within an ad group.
- Product Targeting Performance: Performance metrics for targeting specific products within an ad group.
- Audience Targeting Performance: Performance metrics for targeting specific audiences within an ad group.
Ad Reports
- Ad Performance: Performance metrics for individual ads within an ad group, including impressions, clicks, CTR, conversions, and cost per conversion.
- Ad Copy Performance: Performance metrics for different variations of ad copy.
Bid Optimization Reports
- Bid Optimization Recommendations: Recommendations for adjusting bids based on performance data.
- Bid Simulator: Estimates the potential impact of changing bids.
Attribution Reports
- Last Click Attribution: Assigns credit for conversions to the last click that occurred before the conversion.
- First Click Attribution: Assigns credit for conversions to the first click in the customer journey.
- Multi-Touch Attribution: Assigns credit for conversions to multiple clicks or touchpoints in the customer journey.
Custom Reports
- Custom Report Builder: Allows you to create custom reports based on your specific needs.
4. Helium 10
If you’re looking for a one-stop-shop Amazon analytics solution, consider checking out Helium 10. Helium offers a wide range of both research tools and reporting tools, including keyword research, competitor analysis, and product research. It also has advanced analytics features as well as tools for optimizing product listings and marketing campaigns. In addition, the software has a convenient Chrome extension for quick analysis aside from the web application. Helium 10 does require a subscription for you to use it though, so consider their pricing plans and decide which is best for you.
Product Research Reports
- Keyword Research: Find relevant keywords for your products.
- Product Finder: Discover potential product ideas based on sales data.
- Profitability Calculator: Estimate your potential profit margin.
Sales and Traffic Reports
- Sales Tracker: Track your sales performance over time.
- Traffic Analyzer: Analyze your website traffic and source.
- Keyword Tracker: Track your keyword rankings.
Competitor Analysis Reports
- Competitor Tracker: Monitor your competitors’ sales and rankings.
- Product Analyzer: Analyze your competitors’ product listings.
- PPC Spy: Analyze your competitors’ PPC campaigns.
Optimization Reports
- Listing Optimizer: Get recommendations for optimizing your product listings.
- PPC Optimizer: Get recommendations for optimizing your PPC campaigns.
- Inventory Optimizer: Optimize your inventory levels.
Financial Reports
- Profitability Analyzer: Analyze your overall profitability.
- FBA Fee Calculator: Calculate your FBA fees.
- Sales Tax Calculator: Calculate your sales tax.
Custom Reports
- Custom Report Builder: Create custom reports based on your specific needs.
5. Jungle Scout
A direct competitor of Helium 10, Jungle Scout is another third-party Amazon analytics software. It specializes in product research and sales forecasting, and is a very good tool for finding product opportunities in a market. The software also has a convenient Chrome extension for quick analysis aside from the web application. Jungle Scout requires a subscription for full access to its set of tools, so do your research on their pricing plans and make a decision for your business.
Product Research Reports
- Product Database: Search for products based on keywords, categories, and sales rank.
- Keyword Explorer: Find relevant keywords for your products.
- Sales Estimator: Estimate potential sales for a product.
Sales and Traffic Reports
- Sales Tracker: Track your sales performance over time.
- Traffic Analyzer: Analyze your website traffic and source.
- Keyword Tracker: Track your keyword rankings.
Competitor Analysis Reports
- Competitor Tracker: Monitor your competitors’ sales and rankings.
- Product Analyzer: Analyze your competitors’ product listings.
- PPC Spy: Analyze your competitors’ PPC campaigns.
Optimization Reports
- Listing Optimizer: Get recommendations for optimizing your product listings.
- PPC Optimizer: Get recommendations for optimizing your PPC campaigns.
- Inventory Optimizer: Optimize your inventory levels.
Financial Reports
- Profitability Analyzer: Analyze your overall profitability.
- FBA Fee Calculator: Calculate your FBA fees.
- Sales Tax Calculator: Calculate your sales tax.
Custom Reports
- Custom Report Builder: Create custom reports based on your specific needs.
6. SellerApp
SellerApp is another all-in-one Amazon analytics solution with a comprehensive set of tools for Amazon sellers and vendors. This is also a paid tool, so carefully consider its pricing plans.
Product Research Reports
- Product Database: Search for products based on keywords, categories, and sales rank.
- Keyword Research: Find relevant keywords for your products.
- Sales Estimator: Estimate potential sales for a product.
Sales and Traffic Reports
- Sales Tracker: Track your sales performance over time.
- Traffic Analyzer: Analyze your website traffic and source.
- Keyword Tracker: Track your keyword rankings.
Competitor Analysis Reports
- Competitor Tracker: Monitor your competitors’ sales and rankings.
- Product Analyzer: Analyze your competitors’ product listings.
- PPC Spy: Analyze your competitors’ PPC campaigns.
Optimization Reports
- Listing Optimizer: Get recommendations for optimizing your product listings.
- PPC Optimizer: Get recommendations for optimizing your PPC campaigns.
- Inventory Optimizer: Optimize your inventory levels.
Financial Reports
- Profitability Analyzer: Analyze your overall profitability.
- FBA Fee Calculator: Calculate your FBA fees.
- Sales Tax Calculator: Calculate your sales tax.
Marketing Reports
- Advertising Performance: Analyze the performance of your advertising campaigns.
- Promotion Performance: Track the effectiveness of your promotions and discounts.
Customer Feedback Reports
- Customer Reviews: Analyze customer reviews and ratings.
- Seller Feedback: Track feedback from customers about your seller performance.
Custom Reports
- Custom Report Builder: Create custom reports based on your specific needs.
7. Viral Launch
Viral Launch is another Amazon analytics tool just like SellerApp, Helium 10, and Jungle Scout. Again, this tool offers a wide range of reports depending on your business goals. It’s noteworthy to mention that Viral Launch touts an especially powerful keyword research tool. Viral Launch also requires a subscription for access to its tools, so choose your pricing plan carefully.
Product Research Reports
- Keyword Research: Find relevant keywords for your products.
- Product Database: Search for products based on keywords, categories, and sales rank.
- Sales Estimator: Estimate potential sales for a product.
Sales and Traffic Reports
- Sales Tracker: Track your sales performance over time.
- Traffic Analyzer: Analyze your website traffic and source.
- Keyword Tracker: Track your keyword rankings.
Competitor Analysis Reports
- Competitor Tracker: Monitor your competitors’ sales and rankings.
- Product Analyzer: Analyze your competitors’ product listings.
- PPC Spy: Analyze your competitors’ PPC campaigns.
Optimization Reports
- Listing Optimizer: Get recommendations for optimizing your product listings.
- PPC Optimizer: Get recommendations for optimizing your PPC campaigns.
- Inventory Optimizer: Optimize your inventory levels.
Marketing Reports
- Advertising Performance: Analyze the performance of your advertising campaigns.
- Promotion Performance: Track the effectiveness of your promotions and discounts.
Custom Reports
- Custom Report Builder: Create custom reports based on your specific needs.
8. MerchantWords
Last but not least, MerchantWords is another Amazon analytics solution featuring robust keyword and ASIN research tools, along with advanced features such as reverse ASIN keyword search, page 1 results comparison, and market research. As is usually the case, MerchantWords requires a subscription to access.
- Keyword Research: Find relevant keywords for your products, including search volume, competition, and related terms.
- Keyword Ranking: Track your keyword rankings over time.
- Keyword Suggestion: Get suggestions for new keywords to target.
- Keyword Difficulty: Assess the difficulty of ranking for a particular keyword.
- Competitor Keyword Analysis: Analyze the keywords your competitors are targeting.
Choosing the Right Amazon Analytics Tool for Your Business
The best Amazon analytics tool for you will depend on your specific needs and budget. Consider the following factors when making your decision:
- Features: Identify the features that are most important to your business, such as keyword research, competitor analysis, or sales forecasting.
- Ease of use: Choose a tool with an intuitive interface that is easy to learn and use.
- Cost: Evaluate the pricing plans and consider the long-term value of the tool.
- Integration: Ensure the tool integrates seamlessly with your existing Amazon Seller Central account.
- Customer support: Look for a tool with responsive and helpful customer support.
VASO Group Can Help You Select the Perfect Amazon Analytics Solution
Amazon analytics tools are essential for sellers looking to succeed on the Amazon marketplace. By leveraging these tools effectively, you can make data-driven decisions to optimize your product listings, improve your marketing campaigns, and increase your sales. Our data experts at VASO will help you consider all the different options available and select the right tool for your business, so you can gain a competitive edge and achieve your Amazon selling goals.
Let’s grow your business together.