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Types of Amazon Analytics Tools: When and What to Use
Amazon Analytics For Advertising
This investment in advertising on Amazon is near essential for success on the platform. To remain growth-oriented, you should be taking advantage of the advertising analytics tools available to stay competitive and meet your business goals.
In this section, we’ve included three different helpful tools that you can use to stay on top of your strategy for Amazon advertising.
1. Amazon Advertising Console
Amazon’s advertising console is used for Sponsored Products, Sponsored Brands, and product display ads. In the console, you can easily navigate to your campaigns, Stores, reports, and bulk operations.
Who is Amazon Advertising Console for?
Amazon’s advertising console is for all vendors and first-party brands that advertise on Amazon.
Why use Amazon Advertising Console?
The advertising console is an important part of your Amazon advertising strategy because it is the primary location that 1P brands use to build ads on Amazon.
Besides the ad creation functionality, there are three main benefits to using Amazon’s advertising console, including:
- Boost product discovery and traffic on product detail pages and branded pages
- Increase awareness for in-marketing shoppers
- Identify under-converting SKUs and top products to optimize success
Of the three advertising analytics features we will be focusing on in this blog, this is the simplest to use and best for those just starting out advertising on Amazon.
Further Reading: A Guide to Amazon’s Advertising Console
2. Amazon Marketing Cloud
Amazon Marketing Cloud (AMC) is a secure and privacy-safe way to host cloud-based data across a variety of data sets in and outside of Amazon. This is helpful because it allows advertisers to easily perform analytics across campaigns and platforms.
Who is AMC for?
AMC is available to eligible advertisers via web-based UI and API, and it is free to use.
We suggest that brands and sellers use AMC if they advertise (and sell) outside of Amazon consistently. Everything from Google Search ads to Instagram ads can be tracked in one dashboard, making it easy to see how your campaigns connect across platforms.
Why use AMC?
This specific analytics tool is great for tracking across the customer journey, not just when a visitor lands on Amazon. You can use AMC for:
- Omni-channel impact to evaluate engagement and sales on and off Amazon
- Cross-media insights to understand the value of each media channel and how
- Flexible analytics and custom attribution to tailor your touch points across different media and campaigns
- Audience insights to learn about the composition of your audiences and attributes of engaged audiences
- Journey assessment to analyze the path to conversion
3. Amazon Attribution
Amazon Attribution is an advertising and analytics measurement solution that provides on-demand insights into how non-Amazon marketing tactics contribute to sales and shopping activity on Amazon.
Who is it for?
Amazon attribution is available for 3P sellers enrolled in Amazon’s Brand Registry along with 1P brands, vendors, and agencies that advertise to sell products on Amazon. It is free to use and can be used to measure non-Amazon advertising media such as search ads, social ads, video ads, and email marketing.
We suggest that brands and sellers use Amazon attribution to track and measure non-Amazon marketing strategies that lead to traffic and sales on Amazon.
Why use Amazon Attribution?
Unlike AMC, Amazon attribution should be used to understand how non-Amazon touchpoints like search ads or email marketing lead to purchases on the Amazon platform. The focus of the metrics and analytics that Amazon attribution uses is linked back to Amazon product sales. If your main advertising goal is not focused on your Amazon stores sales, we suggest using Amazon attribution only to supplement your use of AMC, but not replace it.
If your main goal is to increase ROaS for Amazon, Amazon Attribution is great for a better closed-loop, in-product journey. You can use Amazon Attribution for:
- Understanding of non-Amazon strategies helping you to reach your Amazon goals
- Access to full-funnel advertising analytics like clicks, detail page views, “Add to Carts,” and sales
- Learning new sales opportunities you can use to get shoppers to engage with your brand
If you are looking for an even more customized analytics experience, Feedvisor360 gives you a holistic view of your business performance on Amazon along with precise bid management, customized reporting and insights, and 24/7 optimizations.