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
- Ranking
- 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. Bestseller Ranking
The Amazon bestseller rank (or sales rank) of a product is an important indicator in terms of product performance. It indicates how well the product is selling compared to all other products in the same category. The rank represents all sales of a product, i.e. organic and payed and the better the sales rank, the better usually is a products organic visibility. The monitoring of the changes in the bestseller rankings of your products helps you to understand if certain marketing activities have a sustainable impact on your product sales.
And, if a product has a “Bestseller” badge in its category (rank = 1) sales increases, because customers trust that this is a quality characteristic.
6. 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).
- Identifying variations of a product becomes easier with the integration of the respective parent ASIN. This supports you in managing your advertised product portfolio more efficiently.
- Missing product pages
Filters
Value | Description |
|---|---|
Country | Amazon country (de, es, it, fr, gb, us) |
| Currency | Local 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] |
Amazon 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 |
| CR | Conversion 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 | 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) | |
| Parent ASIN | Alphanumeric character | Different variants of a product (e.g. colors, sizes, etc.) can be grouped together under a parent ASIN. The parent ASIN does not refer to a physical product, but only links the individual product variants (child ASINs) to a product group. | |
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 | |
Target State | Text | The state a campaign should have at a given time. In comparison with the "Amazon State" it helps identifying campaigns that should run but do not. (enabled, disabled, upcoming) | green: Target State and Amazon State “enabled”;
orange: Target State “enabled” and Amazon State “other”;
red: Target State “enabled” and Amazon State “campaign paused”, “portfolio out of budget”, “advertiser payment failure”, etc.;
red: Target State “disabled” and Amazon State “enabled”;
grey: Target State “disabled” and Amazon State not “enabled” or both "upcoming". |
| Amazon 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, upcoming (state_reason)) | see above |
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) | |
| Amazon Category 1 | Text | Amazon bestseller category your promoted ASIN is listed in (as displayed on Product Details Page | |
| First listed on Amazon | yyyy-mm-dd | Shows the initial listing date of an ASIN on Amazon. This allows you to distinguish between new and established products. | |
| Amazon Main Category | Text | Amazon main category your promoted ASIN is listed in (as displayed on Product Details Page) | |
| Rank (Main Category) | Number | Last observed rank of your ASIN in this Amazon main category | |
| Amazon Category 1 | Text | Amazon bestseller category your promoted ASIN is listed in (as displayed on Product Details Page) | |
| Rank (Category 1) | Number | Last observed rank of your ASIN in this Amazon bestseller category | |
| Amazon Category 2 | Text | Amazon bestseller category your promoted ASIN is listed in (as displayed on Product Details Page) | |
| Rank (Category 2) | Number | Last observed rank of your ASIN in this Amazon bestseller category | |
| Amazon Category 3 | Text | Amazon bestseller category your promoted ASIN is listed in (as displayed on Product Details Page) | |
| Rank (Category 3) | Number | Last observed rank of your ASIN in this Amazon bestseller category | |
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) |