What is Amazon Stores Insights? Amazon Stores Insights Review

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The Amazon Store Insights feature can help you understand the interaction between customers and web pages, and can also mark external traffic to obtain more effective information from external advertising campaigns, and provide a more detailed understanding of the store’s daily visits and overall store performance.

Data Source

1. Daily visits: the total number of users or devices that view one or more web pages in the store in one day;

2. View statistics: the number of page views during this period, including repeated views;

3. Sales: Total sales generated by Amazon Store visitors within 14 days of their last visit; note that data is only available from December 25, 2017 onwards.

4. Quantity of products sold: The number of products purchased by Amazon Store visitors within 14 days of their last visit;

5. Pageviews/Visitors: The average number of page views per day

Tip: You can get these analytics from the store builder or your store homepage.

Amazon Store Insights counts traffic from the following four sources:

Amazon Headline Search Ads: Traffic from Amazon Headline Search Ads;

Amazon organic search traffic: Traffic from within Amazon, including search results or links to brand detail pages

Tag source: Sellers can track traffic through custom source tags. Different tags can be created for different traffic channels to facilitate more detailed tracking of traffic. Source tag data will only be broken down into individual tags if it meets Amazon's data count threshold within the time range selected by the seller.

Other: All other unclassified traffic sources

Traffic sources

1. Title search ads: Traffic from Amazon title search ads;

2. Organic search traffic: traffic from within Amazon, including search results or links to brand detail pages;

3. Tag source: Customize traffic source tags and track traffic. You can tag different traffic channels with different tags to facilitate traffic tracking.

4. Others: other unclassified traffic sources;

Q&A

Q: Why can’t some data on the analyzer panel be used?

A: Amazon says that they will gradually add more information about store performance over time, and some data may not be available during this period. This is because unit and sales data are only available from December 25, 2017. Source tag data will only be broken down into individual tags when it meets Amazon's data count threshold. Amazon only provides a classification of the top 30 tags.

Q: How to calculate the sales quantity and sales amount of goods?

A: Amazon calculates the total product sales and sales based on platform data. They calculate the total sales generated by Amazon Store visitors within 14 days of their last visit.

So far, Amazon has two ways to calculate sales: 1. Direct sales: The sales or quantity of products sold directly can be seen on the store page, and this data can also be seen by buyers on the store page. 2. Brought by brand "halo": On the Amazon website, the sales and product sales quantity brought by the brand "halo", which is not visible to buyers on the store page.

Q: How are sales and sales volume attributed?

A: Amazon attributes a sale to the last source a customer visited before making a purchase. Amazon attributes all direct sales to the page containing the purchased product and attributes brand "halo" sales to the last page a customer visited. Tip: Amazon displays sales data based on the customer's visit date, not the date the product was ordered.

Q: If sellers use Amazon advertising to attract traffic, can they see the store’s performance data in Campaign Management?

A: Any specific store metric data, such as page views and daily visits, can only be found in Stores Insights.

Q: Sellers use Amazon ads to drive traffic to their products, but the ad campaign report shows that the ad performance is different from that shown on Stores Insights. Why is that?

A: Stores Insight shows the impact of traffic sources on store page views and attributes these views. Regardless of whether customers visited your store, Amazon's advertising campaign reports will show the impact of the ad itself on customers who viewed the ad. These two reports reveal different insights into the seller's advertising performance, so the advertising performance shown in the reports may not match. For example, in an Amazon title search ad, a customer can click on the product image to jump to its detail page, or click on the brand logo to jump to the seller's store page. Regardless of where the customer clicks on the ad, the advertising campaign report will show the seller the performance of the ad; while Stores Insights will only consider the customer data that reaches the store page and tell the seller the effectiveness of the corresponding promotion channel.

References

• 1. Detailed explanation of Amazon’s new feature Amazon Stores Insights: Baidu Statistics [reference date 2018-03-30T16:00:00.000Z]