Vendor Webinar: How to use Amazon Retail Analytics (ARA Basic/Premium) - Sellics

Vendor Webinar: How to use Amazon Retail Analytics (ARA Basic/Premium)

Vendor Webinar: How to use Amazon Retail Analytics (ARA Basic/Premium)
By Felix Kleinhenz in Amazon Marketing Tips. Last updated on

Amazon Retail Analytics provides Vendors with valuable information for operative and strategic decisions. Understanding how to use it is critical, however, it’s easy to lose sight of the important KPIs and metrics in the data jungle of ARA Basic or ARA Premium.

In our webinar (see below) we give a comprehensive overview of how to use Amazon Retail Analytics and how to convert insights into the right decisions. In particular, we also show which ARA reports can be used to answer specific data questions.

If you are looking for some quick answers, read our FAQs section at the bottom of the page. There you will get an general explanation of some of the key metrics and data provided by ARA and/or ARAP.

Additionally, download webinar notes if you would like to read, add your own notes or follow along. You will also find the download link below the video if you would like to take this step after watching the whole webinar.

Content of the webinar:

ARA – Introduction

  • Who needs which data?: Key account managers, marketers, e-commerce analysts & agencies
  • ARA Basic vs. ARA Premium (ARAP): Data availability, costs, etc.

ARA – Deepdive: Data sources for operative and strategic decisions

  • Sales performance
  • Traffic and conversions
  • Rankings and optimization potential
  • Inventory, excess inventory, and forecasts
  • Purchase behavior, cross-selling, and up-selling
  • Sales potential with promotions and AMS
  • Returns

Interested in Having the Webinar Notes On Hand?

Interested in reading the webinar or downloading it to take notes as you follow along? Simply click below to get you webinar notes emailed to you as a PDF.

Amazon Retail Analytics FAQs:

  1. What is the difference between ARA Basic and ARA Premium? ARA and ARAP are the modules within Vendor Central where vendors get insights on sales and traffic, operations (inventory) and consumer behavior. They are able to generate reports with metrics on the different topics. However, there are key differences between ARA and ARAP. The main difference between the two is that ARA Basic is free whereas ARAP can be a costly investment but provides much more detailed reports. ARA Basic offers reports on sales and operations which sometimes include data on traffic and data snapshots. These reports also include information for inventory regarding planning and forecasting. ARAP on the other hand, provides in-depth reports on sales, dashboards for operations, traffic, and consumer behavior, as well as real-time sales data, and summary reports.
  2. What is the difference between Shipped COGS and Net received? CoGS are the costs of goods shipped. These are the costs that Amazon incurred to purchase the items from the vendor. Shipped units means units shipped from Amazon to the customer. This is something in between a sell-in and sell out metric as the shipped units are the units shipped from Amazon to the customer but the CoGS are the costs that Amazon had in buying these products from the vendor. Net received is the net amount received by Amazon. That is, what the vendor sent to Amazon. This is typically called Sell-In which means how much Amazon bought from the vendor.
  3. What is the difference between sourcing and manufacturing view?  The sourcing view shows the sales and inventory for the products under a specific vendor. In the EU, this includes all goods sold in the same country as well as goods purchased to be sold in another EU country, also known as the European Fulfilment Network (EFN). The manufactured view shows aggregate sales and inventory information for items that have been identified with a manufacturer or brand owner, regardless of whether Amazon purchases the items directly from them as a vendor. Manufacturer products can include sales from that manufacturer, sales from a distributor or sales from a wholesaler. In the EU, this includes sales from a source outside a specific territory (e.g. a foreign wholesaler or the manufacturer’s company in another EU territory). The manufacturer view is only available to manufacturers.

Check out the Retail Analytics Module in Sellics Vendor Edition to Analyze More Metrics from your Vendor Sales Performance!

In the Retail Analytics module in Sellics Vendor Edition we offer a powerful sales performance dashboard for Amazon vendors.

Some brands struggle to get a good perspective on which factors are truly having an influence on their Amazon performance. The lack of data visualizations in Amazon Vendor Central can be extremely frustrating. In order to evaluate sales performance at just a basic level, vendors must create their own sales graphs by reworking data from various ARA/ARAP reports.

Sellics is able to combine the data from all your key Amazon metrics (customer reviews, content/ search visibility, AMS, buy box monitoring) into one tool, and with our Retail Analytics module — give you insights into how these factors are influencing your sales and revenue on Amazon.



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