Scope: 

Monitoring product details of products with Sponsored Product Ad campaigns and identifying product issues.


Frequency of data collection and aggregation of provided data:

Based on a daily data collection, Product Insights Report provides monthly aggregated data (aggregated month to date for current month).

  • Data Collection: Daily
  • Aggregation: Monthly, month-to-date for current month
  • Data update in reporting tool: Daily


 Tipps & Tricks


By clicking on the column header, you can sort the ASINs accordingly and thus easily detect ASINs with issues.


The Product Insights Report can help you to identify performance issues of products using the following KPIs:

  • Low conversion rate
  • High ACoS/TACoS Ratio


The Product Insights Report gives the possibility to easily identify products with a performance issue. They either generate only a few or no conversions or have a rather high ACoS/TACoS Ratio. The first case means that customers click on the campaign but do not want to buy the product. In the second case, we cannot achieve the desired performance. 


The Product Insights Report provides information, which can be helpful to identify possible reasons for performance issues:

  • Buybox & Availability
  • Content
  • Reviews & Ratings
  • Pricing
  • Other reasons


1. Buybox & Availability
The Product Insights Report allows you to conveniently identify ASINs with availability & buybox issues, useful KPIs therefore are "Availability" , "Availability Rate" , "Buybox Owner" & "Buybox Owner Rate". You can see the availability rate of ASINs for the selected month. Furthermore, you can see who currently owns the buybox and the "Buybox Owner Rate" tells you for which percentage of observations Amazon has held the buybox for the ASIN.


2. Content 

The Product Insights Report contains an overview of content-related KPIs, which can be used to quickly identify issues:

  • Number of bullet points & the length
  • Description [yes/no] & Description length
  • A+ Content [yes/no]
  • Number of images
  • Number of videos

These content KPIs can indicate whether a product page is attractive for a customer or not. Appealing product pages have a significant influence on the customer's purchasing probability. 

According to our best practices, we recommend to have at least three bullet points, two images, a product description and A+ Content.


3. Reviews & Rating

Reviews & ratings have a powerful influence on the purchase decisions. Bad reviews and ratings or no reviews and ratings might deter customers from purchasing a product. The Product Insights Report gives an overview of the number of reviews and the rating per product, which allows you to see at one glance which products are having issues and room for improvement. A product should ideally have at least 20 reviews and not less than 3.5 stars.


4. Pricing

The Product Insights Report can help you with analysing pricing information for your products using the following KPIs:

  • Ad ASP/Buybox Price Ratio 

  • Substitutes & their prices

The Ad ASP/Buybox Price Ratio compares the Buybox price and Average Sales Price (ASP). At a value of 100%, the buy box price is exactly the same as the ASP. Since Amazon delivers the BuyBox price in gross, but the ASP in net, a certain deviation is to be expected (consider country-/product-specific taxes). Values above 130% or below 70% may indicate that customers did not buy the advertised product, but another product of the same brand and category. 


Additionally, you can find information about substitute products displayed on the Amazon product detail page, including information about the ASIN, its brand and its buybox price. This information helps you to identify which products are considered as direct subsitutes of your product by Amazon. The substitute could either be your own product or a competitor product.

 

5. Other reasons

Other reasons for performance issues that can be identifyed with the help of the Product Insights Report are:

  • Restricted buying options (e.g. plus products, Prime exclusive, pantry). These products are not suitable for advertising or only available for a subsegment of consumers (e.g. Prime members). 
  • Missing product pages

Filters

Value

Description

Country

Amazon country (de, es, it, fr, gb, us)

CurrencyLocal currency of the respective Amazon country

Month

Choose a month to see the aggregated data for that month. If no month is selected data will be displayed for the whole period [yyyy-mm]

Campaign State

Enabled, campaign paused, campaign archived, campaign out of budget, account out of budget, portfolio out of budget, advertiser payment failure (state_reason)

Entity

Entity name as defined in the metoda Campaign Manager
Campaign Tags

As defined by customer for filtering options in Ad Optimiser Campaign Manager

Category

As defined by customer for filtering options in Ad Optimiser Campaign Manager

Product Name (ASIN)Amazon Product title and ASIN of product

Start Date

Start date of SPA campaign

CRConversion Rate [Conversions/clicks]
ACoS/TACoS Ratio (Ad Performance Ratio)

Ratio of ACoS and TACoS to identify deviations more easily; [ACoS/TACoS]

Product Page

Flags products for which no offer page was found on Amazon for the last 3 days of current month [yes/no]


Description of column names/values and colour codes

Value
(column name)

Type

Description

Colour Code

ASIN

Alphanumeric character

Amazon product ID of promoted ASIN (Sponsored Product Ads (SPA) only)


SKU

Alphanumeric character

Stock keeping unit (only necessary for sellers)


Product Name

Text

Last observed product name by year-month


Brand

Text

Last observed brand name by year-month


Product URL

Image (text in mouseover)

URL to amazon product page 


Start of Campaign

Date yyyy-mm-dd

Start date of the first campaign for promoted ASIN


Month

Date yyyy-mm

Observed month as year-month


Campaign State

Text

State reason as stated in Amazon Advertising (enabled, campaign paused, campaign archived, campaign out of budget, account out of budget, portfolio out of budget, advertiser payment failure (state_reason))

green: enabled;

yellow: campaign paused;

red: campaign out of budet, account out of budget, portfolio out of budget, advertiser payment failure;

grey: campaign archived

TACoS

Percentage

Last target ACoS for promoted asin by year-month


ACoS

Percentage

Mean of costs/revenue of all SP campaigns for promoted asin by year-month; NA if revenue = 0


ACoS/TACoS Ratio (Ad Performance Ratio)

Decimal

Ratio of ACoS and TACoS; ACoS/TACoS


CR

Percentage

Conversions/clicks; NA if clicks = 0

red: CR < 2%

yellow: 2% < CR < 5%

CTR

Percentage

Clicks/impressions; NA if impressions = 0


Costs

Decimal

Sum of all monthly costs generated by SPA campaigns of promoted ASINs


Revenue

Decimal

Sum of monthly revenue generated by SPA campaigns of promoted ASINs


Impressions

Number

Sum of monthly revenue generated by SPA campaigns of promoted ASINs


Clicks

Number

Sum of monthly clicks generated by SPA campaigns of promoted ASINs


Conversions

Number

Sum of monthly conversions generated by SPA campaigns of promoted ASINs


CPC

Decimal

Costs/clicks; NA if clicks=0


Buybox Price (gross)

Decimal

Mean Buybox Price (gross) of all observations of a month by year-month


Ad ASP (net)

Decimal

Average sales price (net) generated by sales from related campaign. revenue/conversions; NA if conversions = 0


Ad ASP/Buybox Price Ratio

Decimal

Ratio of Ad ASP and Buybox Price; ASP/Buybox_price


Reviews

Number

Last observed count of reviews on Amazon product page for promoted asin by year-month

red: Reviews = 0;

yellow: 1-20;

green: >20

Rating

Decimal

Last observed count of ratings on Amazon product page for promoted ASIN by year-month

red: Ratings ≤3;

yellow: 3 < Ratings <3,5

green: Ratings ≥3,5 

Images

Number

Last observed count of images on Amazon product page for promoted ASIN by year-month

red: Images ≤2;

Videos

Number

Last observed count of videos on Amazon product page for promoted ASIN by year-month

red: Videos = 0;

Bullet Points

Number

Last observed count of bullet points on Amazon product page for promoted ASIN by year-month


Bullet Points Length

Number

Last observed sum of the character count of all bullet points on Amazon product page for promoted ASIN by year-month


Description

Text

Last observed status (yes/no) if a product description is available on Amazon product page for promoted ASIN by year-month


Description Length

Number

Last observed sum of the character count of the product description on Amazon product page for promoted ASIN by year-month


A+ Content

Text

Last observed status (yes/no) if A+ content is available on Amazon product page for promoted ASIN by year-month


Restricted Buying Options

Text

Text of "Plus Product", "Prime Exclusive", "Pantry" or empty if no restrictions


FBA

Text

Fulfilled by Amazon; Last observed status as displayed on Amazon product page;  (yes/no)


Availability

Text

Last observed availability status as text


Availability rate

Percentage

Percentage of status "Available" of all observed availability information for promoted ASIN by year-month


Buybox Owner

Text

Last observed buybox owner 


Buybox Owner Rate (Amazon)

Percentage

Percentage of Amazon as buybox owner over all observations (over all obersvations does not necessarily mean every day in the month, but only observable ones)


Amazon  Offer

Text

Last observed status if Amazon offers this product yes/no (Amazon does not need to be the Buybox Owner to have Amazon Offer status "yes")


Amazon Offer Rate

Percentage

Percentage of Amazon Offer status "yes" of all observed data points for promoted ASIN by year-month (over all obeserved data points does not necessarily mean every day in the month, but only observable ones)


Substitute 1


Last observed substitutes ASIN by year-month


Brand (Sub 1)

Text

Brand name of substitutes ASIN


Buybox Price (Sub 1)

Decimal

Mean of all observations of a month by year-month


Substitute 2


Last observed substitutes ASIN by year-month


Brand (Sub 2)

Text

Brand name of substitutes ASIN


Buybox Price (Sub 2)

Decimal

Mean of all observations of a month by year-month


Substitute 3


Last observed substitutes ASIN by year_month


Brand (Sub 3)

Text

Brand name of substitutes ASIN


Buybox Price (Sub 3)

Decimal

Mean of all observations of a month by year-month


Substitute 4


Last observed substitutes ASIN by year-month


Brand (Sub 4)

Text

Brand name of substitutes ASIN


Buybox Price (Sub 4)

Decimal

Mean of all observations of a month by year-month


Entity

Text

Entity name


Currency

Text

3 character currency code


Country

Text

2 character country code of sourced data point


Campaign Tags

Text

As defined by customer


Category

Text

As defined by customer


Product Page

Text

Flags products for which no offer page was found on Amazon for the last 3 days of current month (yes/no)