Amazon Retail Analytics, or ARA, is Amazon’s own analytics tool for comprehensive sales data. As a vendor, you want to have a good grasp of not only your sales volume but what exactly is driving those sales. ARA was built to provide you with performance insights on where your sales are coming from, the competition, your customers’ behavior, and what shoppers seem to be interested in your products. Knowing all this business intelligence can be a big help in guiding you on what is working, what needs to be improved, and where to start making the necessary changes.

What is Amazon Retail Analytics?

Amazon Retail Analytics is one of Amazon’s own analytical tools, with a free and a Premium version available to vendors. It functions as an add-on on Vendor Central that provides vendors with supplementary reporting. The ARA reports give vendors data in separate sections, which include Customer Behavior, Inventory, Marketing, Operations, Sales, and Trends. Amazon Retail Analytics provides more over twenty different reports which are customized for you based on your product categories. Some of these reports are:

Amazon Search Terms

  1. Find new keywords that you can use in paid ads.
  2. Test the keywords that you have in your paid search portfolio against the terms that customers actually use through recorded impressions and conversions.
  3. Test your keywords’ effectiveness for each product against the competition’s products.
  4. Analyze search trends by season and location.

Or, alternatively, you can view the report on Amazon Top 100 Search Terms to look at the worldwide results for the most searched keywords in your category.

Customer Reviews

  1. Compare customer reviews per item over time with average ratings.
  2. Compare lifetime data to report-specific periods.

Page Views and Conversion

  1. See how much awareness you are generating with your pages.
  2. Look at how well you are converting for each product.
  3. Compare your detail page content versus other vendors.
  4. Look at together with Category Conversions to track product performance by availability date.


There are several different reports relating to sales, and the reports can be sent straight to your sales data or data warehouse. Tracking specific sales becomes easy with these reports

You can find the following specific information on these reports:

Category Sales and Share, Top Items, and Sales History by Week

  • Track category performance in general or per title and over time
  • See your share of each category and its subcategories and track growth
  • Compare your products’ rank and unit growth against Amazon’s fastest selling products
  • Spot growing categories that you can leverage
  • See your top 100 products per category by sales and units
  • Track the products that drive performance
  • Analyze marketing campaigns from performance data over time

Find and Use Amazon Retail Analytics

To locate ARA Premium, log in to your Vendor central account and navigate to Reports. Locate Amazon Retail Analytics Premium on the list and click on it. If you are unable to see ARA, this means that you do not yet have access to these premium reports and must use the Basic version or sign up for the Premium one.

Amazon Retail Analytics sign upIf you opt to subscribe to Amazon Retail Analytics Premium, you must sign up for the Vendor Premium Services package. The annual payment for this package runs from a minimum of about 30,000 US dollars. You can also try to upgrade to Amazon Retail Analytics Premium via Amazon Support. Navigate to Support in your Vendor central account. After entering your Business group, select the topic Reports – Amazon Retail Analytics and the Specific issue Upgrade to ARA Premium.

Once you have access to Amazon Retail Analytics, you can view the reports or download them as .csv files to browse later. This is a very useful feature, since it can take some time and more than a few sessions of mulling over the data before you can make the important decisions that will affect your business.

Some Disadvantages to Note

  • Amazon Retail Analytics makes big claims about the data that it can provide, and it really is a lot of data. The reports do have their downsides, however, which are good to take note of.
  • Both ARA Basic and the Premium version can be difficult to navigate and use at first. It will take quite a bit of time to learn how to get to each of them and how the reports work so you can get to the information that you need.
  • Amazon makes use of third-party data providers, including vendors like yourself, to get all of the data together. This can be an issue for some, especially with regard to data privacy.
  • Amazon Retail Analytics is not capable at the moment of providing data on specific instances but rather presents trends over time.
  • Some key information is not available on ARA reports, such as traffic sources and visitor paths. Even for vendors who use split testing, there is no way to see which campaign brought in the shoppers.
  • ARA Premium shows the top 100 search terms for each Amazon department, but does not show vendors how many sessions or page views they have. The terms ranking are simply presented by popularity.


Amazon Retail Analytics may not be a perfect tool for measuring your Amazon business performance, but it can be a keen way of analyzing Amazon itself. Tools such as ARA Premium can give you an inside look at what Amazon expects and how you can make adjustments in areas like operations and optimization to rank higher on the platform. Amazon has its own formula, after all, and learning all that you can about it is what will spell success for your business.


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