Vendor Webinar How to use Amazon Retail Analytics ARA Basic Premium Sellics Download our DSP Deep-Dive (H1 2022) for insights from our latest data Read More x Get Started Get Started Amazon Marketing Tips
Vendor Webinar How to use Amazon Retail Analytics ARA Basic Premium
Save as PDF By Felix Kleinhenz. Last updated on May 15th, 2019. Share 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 a 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. New: Try Sellics Advertising to grow your Amazon Advertising with automation tools, world-class resources and expert support. Content of the webinar
ARA – Introduction
Who needs which data?: Key account managers, marketers, e-commerce analysts & agenciesARA Basic vs. ARA Premium (ARAP): Data availability, costs, etc. ARA – Deepdive Data sources for operative and strategic decisions
Sales performanceTraffic and conversionsRankings and optimization potentialInventory, excess inventory, and forecastsPurchase behavior, cross-selling, and up-sellingSales potential with promotions and AMSReturns https://youtube.com/watch?v=ZGJ004nSUQEVideo can’t be loaded because JavaScript is disabled: Insights for Amazon Vendors ARA and ARAP which numbers really matter 1 (https://youtube.com/watch?v=ZGJ004nSUQE) 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 here to get the webinar notes emailed to you as a PDF. Amazon Retail Analytics FAQs
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. 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. 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. 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) into one tool, and give you insights into how these factors are influencing your sales and revenue on Amazon. Felix Kleinhenz
Head of Product - Vendor Edition Reading time: min Subscribe to our newsletter
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