Amazon is always creating new ways to empower brands.

Creative content is just one of the many options that brand registered sellers and vendors can implement to establish their brand equity and promote shopper loyalty.

Amazon Stores: Creative Management Solution For Vendors & Sellers

If you’ve been following our content – you already know that adding A+ Content and Enhanced Brand Content to your product detail page(s) has the potential to boost your conversions rates.

Amazon Stores is another valuable feature that allows brands to design and create multipage catalogs to showcase their products and unique value proposition to shoppers.

Amazon Stores elevate the shopping experience by:

  • Capitalizing on Internal & External Traffic Sources
  • Potential to Boost Organic Ranking & Increase Sales
  • Ability to Promote New Products To Existing Customers & Educate Prospects

 

Introducing the New Amazon Store Insights

Up until recently, it’s been difficult to measure the impact of creative – specifically for Amazon Stores.

Now, brands have access to daily and aggregate views of their store’s performance through a new program – Amazon Store Insights.

“The new Amazon Store Insights feature gives us insight around the effectiveness of the Store and allows us to understand how an audience interacts with the pages that we create,” AJ Swamy, Client Services Manager at CPC Strategy said.

“The Store insights also allow us to tag external traffic so we can finally get more information around the effectiveness of external advertising campaigns that we route to our Stores.

“We also get insight around how many customers convert organically from the store which is ground breaking.”

Metrics Available via Amazon Store Insights

Amazon Stores Insights provides metrics by traffic source and by page including:

  • Daily visitors: Total unique users or devices that viewed one or more pages on your store in a single day.
  • Views: Number of page views during this time period. Includes repeat views.
  • Sales: Estimated total sales generated by store visitors within 14 days of their last visit. Units and sales data are only available as of December 25, 2017.
  • Units sold: Estimated total units purchased by store visitors within 14 days of their last visit.
  • Views/Visitor: Average number of unique pages viewed by a daily visitor to your store

Pro-tip: You can access analytics from the store builder, or from the Stores main page.

Traffic sources available for Amazon Store Insights

There are 4 traffic sources that Amazon measures including:

  • Amazon Headline Search ads: Traffic from Headline Search ads on Amazon.
  • Amazon organic traffic: Traffic from within Amazon, including from search results or brand detail page links.
  • Tagged sources: Traffic being tracked with a custom source tag. You can create source tags for different traffic channels to get granular traffic tracking by source. Tagged sources data is only broken down to individual tags when it meets Amazon’s data count threshold within your selected time range. You can learn more about Tagged Sources here.
  • Other: All other traffic sources not categorized.

 

Frequently Asked Questions About Amazon Store Insights

Amazon Store Insights is fairly new (not to mention a bit confusing, especially at first). Luckily, Amazon has answered a variety of common questions and concerns about the new platform:

Q1. Why is some data in the analytics dashboard unavailable? 

According to Amazon, as they “add information on your store performance over time, there could be instances where data is not available.”

Here’s why:

  • Units and sales data are only available as of December 25, 2017.
  • Tagged sources data is broken down to individual tags when they meet Amazon’s data threshold. Amazon only provides a breakdown of the top 30 tags.

 

Q2. How are sales and units sold calculated?

Amazon calculates the total sales or units sold based on Marketplace data. They take into account sales generated by store visitors within 14 days of their last visit to your store.

As of today, there are 2 types of attributed sales Amazon uses:

    • Direct sales or units: Total sales or units purchased of products available on a store page, where the store page was viewed by the purchasing customer.
    • Halo sales or units: Total sales or units purchased of products available on Amazon from your brand, where the product purchased was not available on the store page viewed by your customer.

 

amazon store insights

amazon stores insights

amazon stores insights

Q3. How are sales and units sold attributed?

Amazon uses a last discovery methodology to attribute sales and units sold to pages and to sources.

  • Sources: Amazon attributes the sale to the last source of the customer visit, prior to their purchase.
  • Pages: Amazon attributes all direct sales to the page viewed that contained the purchased product. They attribute halo sales to the last page viewed in the customer visit prior to their purchase.

Pro-tip: It’s important to note that Amazon display sales data in Stores insights based on the date of the visit, not the date of the sale itself.

Q4. If I use Amazon ads to drive traffic to Stores, will I see my Stores performance data in Campaign Management?

Any data that is a specific store metric, such as views and daily visitors to your store, will only be available in Stores insights.

amazon stores

Q5. I am using Amazon ads to drive traffic to Stores. My campaign reporting shows different performance for my ads than what is reported in Stores insights. Why?

Stores insights shows the impact a traffic source has on your store page views and attributes sales based on those views. Amazon ad campaign reporting shows you the impact of the campaign itself on the audience that was exposed to it, whether or not the audience reached your store.

Both sets of reporting provide different insight on how your campaign is performing, and as a result the reported performance may not match between them.

For example, within a single Amazon Headline Search ad a customer can click on a product image and go to its detail page, or click on your brand logo and go to your Store.

The campaign reporting will give you a view of the performance of the ad, regardless of where the customer clicked. Stores insights will show you the performance of the campaign looking only at customers who reached your store.

Got questions about Amazon Store Insights? Email tara@cpcstrategy or leave a comment below.

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About the AuthorTara graduated from the University of New Hampshire with a B.S. in Journalism / Business. Her passion for creative publishing and quality reporting landed her work opportunities at several companies in Massachusetts, New York and California. She is a leading voice behind CPC Strategy’s Blog. See all posts by this author here.