As an Amazon Vendor, you have access to a variety of tools and features in Vendor Central that can support you in selling products on the platform. Two of these features are Retail Analytics and Brand Analytics. These tools can help analyze your current performance, identify opportunities, and increase your revenue.
ARA and Brand Analytics Overview
ARA stands for Amazon Retail Analytics and provides vendors with access to a wealth of data about their products and customers. Brand Analytics is a separate tab in Vendor Central and also serves to better analyze your products, identify trends, and optimize listings if necessary. Here are the key details of the ARA and Brand Analytics offerings:
- Sales (Amazon Retail Analytics): ARA provides vendors with detailed sales data on their products, including quantity sold, revenue generated, and best-selling items. This data can help suppliers identify trends and make informed decisions to improve their product offerings.
- Customer Behavior Insights (Amazon Brand Analytics): ARA also offers Amazon suppliers insights into customer behavior, such as which products are frequently purchased together, how often customers return items, and which keywords customers use when searching for products on Amazon. This information can help sellers optimize their listings and better understand their end customers.
- Keyword Analysis (Amazon Brand Analytics): ARA includes a powerful keyword analysis tool that allows sellers to see which keywords drive the most traffic to their product listings. Sellers can use this information to optimize their product titles, descriptions, and other metadata to improve their search rankings on Amazon. Additionally, this data can be useful for product development.
- Inventory Analysis (Amazon Retail Analytics): In this tab, vendors can get an overview of what inventory Amazon currently has in stock.
- NetPPM Analysis (Amazon Retail Analytics): ARA gives vendors insights into the current margin performance of their items on Amazon. Net PPM (= Net Pure Product Margin) refers to the net profit of a product minus the cost of goods sold and various agreed-upon terms such as return allowances. This analysis provides you with insight into what margins Amazon is currently achieving with your products. If this margin is too low, you can avoid product blocks by providing Amazon with a new purchase price.
Overall, ARA is a powerful tool for Amazon Vendors who want to streamline their product offerings, increase sales, and improve overall platform performance. By providing detailed data and insights, ARA can help make more informed and data-driven decisions to expand your product catalog or optimize your existing listings.
Recommendations
From our perspective, it makes sense to review this data weekly and derive action recommendations. Possible recommendations can include:
- Use data to identify trends: One of the greatest strengths of ARA is the ability to identify trends in sales data and customer behavior. Use this information to make informed decisions about which products to focus on, how to optimize your product offerings, and which marketing strategies to pursue.
- Experiment with different keywords: The keyword analysis tool in ARA can be an effective means of improving your search ranking on Amazon. Experiment with different keywords that match your product to find out which ones can generate the most traffic and sales for your product.
- Keep an eye on your competitors: The ARA Premium competitive analysis tool can help you identify market gaps and stay one step ahead of the competition. Use this information to develop new products or improve existing ones.
- Continuously monitor your NetPPM and inventory: To avoid product blocks, monitor your NetPPM. If this deteriorates drastically for Amazon, initiate internal measures to improve it again. It's also worth keeping an eye on inventory levels to potentially initiate marketing measures or deals to reduce excess stock.
If you need help evaluating ARA data and deriving action recommendations, please feel free to contact us. We will be happy to analyze your current performance together with you in a free initial consultation and identify opportunities for you.
Schedule your free appointment now