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 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 Solutions Strategist at Tinuiti 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 groundbreaking.”
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.”
- 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.
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.
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.
In January 2019, Amazon launched 6 additional features (and improvements) for Amazon Store Insights including:
1. New performance metrics
This new set of performance metrics allow Store owners to measure the efficiency of visitor traffic and basket building behavior.
In addition to reporting Sales and Units, Amazon can now also report:
- Units/Order (A measure of order size)
- Sales/Order (A measure of order value)
How it works: According to Amazon, this new feature allows Store owners to make more informed optimization decisions depending on their goals.
For example, knowing that “Page 1” receives more visits than “Page 2” is not nearly as useful as knowing that “Page 1” receives more visits, but “Page 2” provides higher Units/Order or Sales/Visit. For a Store owner, this would encourage driving more traffic to high-performing pages, or making improvements low-performing pages that receive a lot of traffic.
2. More information about custom source tags
Custom source tags were originally limited to reporting of the top 30 source tags with some threshold of visits.
Now Amazon can show the top 100 source tags and will allow users to export all source tags that meet the new relaxed data threshold.
3. Custom source tags for subpages
Creating subpage tags was a manual and error-prone process that frustrated our customers. With this release, Amazon’s made it very easy to create copy-and-paste source tag links for any page on the Store. The store owner simply selects the page they want to use as a destination, create a tag name, and generate a link.
4. Separation of “Sources” from “Your tags”
Customers who use custom tags do so in order to easily categorize traffic. Providing a dedicated location to find these tags facilitates this behavior.
5. Scalable UI Overhaul
Amazon updated their UI in the following ways:
- Tabbed cards: New tabbed card designs allow the user to see an overview of key metrics, but switch between metrics for more detail.
- Metric dropdowns: Dropdowns within cards allow a user to choose which metric to use for analyzing top pages, top sources, and top tags.
- Info tooltips: Info tooltips are now placed next to each individual metric and source type
6. New help content
Amazon has also added new help topics for their Store owners, including tips for improving performance, and for optimizing Sponsored Brands ads for Stores.