What is Amazon Retail Analytics Premium?

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Amazon Retail Analytics

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.

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.

Sales

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

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     Comparing the Reports Available in ARA Premium and ARA Basic

    Amazon Retail Analytics Premium blows ARA Basic out of the water when it comes to the quantity of reports available. ARA Basic has a minimal amount of data for vendors to use. You can select between the Sales Diagnostic, Traffic Diagnostic, Forecast and Inventory Planning and Inventory Health reports. You can also view your catalog through Amazon Retail Analytics Basic.

    The data you have available can be filtered by a weekly, monthly and yearly time periods. However, your ability to use historical data is limited to the prior month. It is important to download and save and data you may want to access in the future – and exactly why we built our own Amazon Retail Analytics reporting tool to help save and track our clients’ data. You have the ability to filter by categories and brands which can be helpful to get more granular in your analyses.

    ARA Premium gives users access to so much more data. Here are the different reports you have the ability to access:

    • Sales Diagnostic
    • Sales Performance Trends
    • Geographic Sales Insights
    • Net PPM
    • Pre-Orders
    • Traffic Diagnostic
    • Real Time Sales
    • Forecast and Inventory Planning
    • Inventory Health
    • Amazon Search Terms
    • Repeat Purchase Behavior
    • Market Basket Analysis
    • Item Comparison and Alternative
    • Purchase Behavior
    • Demographic
    • Customer Reviews

    All this data is also filterable by category, brand and time period – however you also have the ability to access historical data. Further, you can schedule reports to be emailed to you with Amazon Retail Analytics Premium.

    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.

    If 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.

    Amazon Retail Analytics sign up

    Understanding Terms in Amazon Retail Analytics

    ARA Premium and Basic use different terminology then many Seller Central users may be unaccustomed to. Vendor Central measures sales by Shipped COGS or shipped Cost of Goods Sold. This is essentially the profit that the vendor is making from the products Amazon sold to customers. Likewise, Shipped Units are the number of units that Amazon shipped to the customer.

    Net Received is a measure of the units the vendor sent to Amazon. This can also be known as Sell-In in traditional retail. There are also two views that vendors can look at the reports from; sourcing and manufacturing.

    The sourcing view shows the sales and inventory for each specific vendor. It does not aggregate the data for each product across the total units sold. The manufacturing view does aggregate the sales data – and therefore shows a vendor what each product in their catalog sold in total. This can help manufacturers see the profit that possible distributors are making. It can also help manufacturers determine whether they want to shut off their distributors supply to steal their market share.

    There are many other metrics that can provide value to vendors, but these are the main ones. Other metrics worth paying attention to are your OOS metrics. OOS stands for out of stock and it can help you measure how efficient you are at maintaining supply on Vendor Central. It can essentially show you how much money you are losing by not having enough inventory for Amazon to sell.

    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.
    • There are questions about the historical data available to vendors. We have noticed that pulling prior month reports can reflect drastically different numbers than the reports that were previously pulled.

    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.

    We recommend vendors using a hybrid approach to selling on Amazon. Combining the analytics of Seller Central with that of Amazon Retail Analytics can give much deeper insight to how your brand is performing on the platform. Working with Amazon consultants can with experience on both platforms can help make your analytics process much easier.

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    Julia Valdez

    Julia Valdez

    Julia is a professional teacher and long-time lover of the art of words on paper and the stage. She has an entrepreneurial heart and spends most of her time doing marketing and management, freelance content writing, volunteer work, and sharing lots of laughs over little crazy things.

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