- You can find your Amazon Brand Analytics Dashboard by clicking on the “Reports” tab on the top menu of your Vendor Central Dashboard and selecting “Analytics” from the Drop Down Menu.
- On this next page, you will have an overview of your Brand Analytics Dashboard.
- Click on the "Sales and Traffic Reports" link from the left side menu and the "Traffic Diagnostic" link below that.
- The Traffic Diagnostic Report can be modified by certain filters which can be found at the top of the page and include;
- Program View;
- Category View;
- Sub-Category View;
- Brand View; and
- Weekly, Monthly, Quarterly or Yearly with a further filter to the right of each of these as they pertain in relevance.
5. The Traffic Diagnostic Report consists of a Summary View and a more Detailed View further down the page.
6. The Detailed view has further Drop-Down Menu options where you can view sales by ASIN, Category or Sub-Category and where you can add additional product identifiers.
7. The table itself in the Detail View shows you;
- Percentage Total of Glance Views for the selected time frame;
- Percent change in Glance Views to Prior Period. The formula is ((Current Period - Prior Period)/Prior Period) x 100;
- Percent change in Glance Views to Last Year. The formula is ((Current Year - Prior Year)/Prior Year) x 100;
- Percentage change comparison of unique visitors to the Prior Period;
- Percentage change comparison of unique visitors to the Prior Year;
- Percentile ranking of an ASIN based on conversion rate. Ranking is computed within a given ASIN's product group and only for single time periods. ASINs with the lowest conversion will show 0.00% and ASINs with the highest conversion will show 100.00%;
- Percent change in conversion rate against prior period;
- Change in Conversion. The formula is Current Year Conversion - Prior Year Conversion = Change in Conversion Last Year;
- Percentage of glance views when the buy-box winning offer is Fast Track in comparison to the total number of glance views;
- Percentage of glance views when the buy-box winning offer is Fast Track in comparison to the total number of glance views from the previous period; and
- Percentage of glance views when the buy-box winning offer is Fast Track in comparison to the total number of glance views from the previous year.
7. Once you have selected your data criteria from these Drop-Down Menus, you would need to select “Apply” in order for the reports below to be updated accordingly.
8. Once you have the selected views in place, you can then opt to Download the various options for reports by clicking on the “Download” button in the top right hand side of the page.
9. This report is useful to see how many new customers you are attracting through the percentage increase of unique views, the increase or decrease by period or year of your glance views and conversions and how your ASINs are performing in the Buy Box.
10. All of this is useful for you to develop campaigns, manage your inventory and your catalog on Amazon.