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Top 8 Amazon Dashboards You Should Be Utilizing

Utilizing these 8 Amazon dashboards can help you make intelligent business decisions, track key performance metrics, easily monitor campaigns and more… The capacity to compile analytics, track customer behavior and automate processes has made Amazon dashboards a valuable asset for businesses of all sizes. These Amazon dashboards contain powerful analytics, enabling users to detect buying […]
Written By Tristan Williams
Published on January 24, 2023   |16 minute read

Utilizing these 8 Amazon dashboards can help you make intelligent business decisions, track key performance metrics, easily monitor campaigns and more…

The capacity to compile analytics, track customer behavior and automate processes has made Amazon dashboards a valuable asset for businesses of all sizes. These Amazon dashboards contain powerful analytics, enabling users to detect buying trends, monitor user activity and respond quickly to changes in markets or customer demands. 

Staying on top of the latest Amazon Dashboard releases can have a big impact on your bottom line. With this in mind, here are eight of the top Amazon Dashboards that you should be taking advantage of:

  1. Brand Metrics: Category Details
  2. Product Opportunity Explorer: Customer Review Insights
  3. Product Opportunity Explorer: Search Terms
  4. DSP: Audience Insights Report
  5. Marketplace Guidance: Category Insights
  6. Amazon Store Insights
  7. B2B Central
  8. Brand Analytics: Search Query Performance

1. Brand Metrics: Category Details 

This dashboard has some great stats surrounding benchmarking for the category but also some interesting metrics around return on engagement (ROE). Basically providing a sort of annual LTV (lifetime value) for brand customers. 

Find it under: Advertising – Campaign Manager – Brand Metrics – Category Details

Brand Metrics Category Details
  • Brand Metrics (beta) tracks the number of actual on-Amazon shopper engagements, allowing sellers to measure the impact of upper and mid funnel tactics. Get category insights on new-to-brand customers.
  • Use past retail data to quantify the value of shopper engagements on their path to purchase, including customers aware of your brand and engaging with your brand. Learn from retail shopper engagements to optimize your brand advertising.
  • Assess your performance relative to your category and peers throughout the purchase journey to identify where you excel and where you have opportunity for growth.

Key Metrics

  • Engaged shopper rate: Percentage range of shoppers in the selected category that your brand has driven an engagement with or purchase from in the selected timeframe divided by the total shoppers with more than 1 detail page view in the selected category. An engagement includes a shopper viewing your product detail page, searching your brand and viewing detail page, adding to cart, or purchasing.
  • Customer conversion rate: The percentage of customers who moved from considering your brand to purchasing from your brand within the selected timeframe. Consideration includes a shopper viewing your product detail page, searching your brand and viewing detail page, and/or adding to cart.
  • % Sales new-to-brand: The percentage of total customers that are new-to-brand.

2. Customer Review Insights [Beta] 

Using the Product Opportunity Dashboard, you can identify the sales and search potential for a product, the top products in that category, and now Amazon is giving insight into customer reviews for the category.

The Customer Review Insights tab is similar to Helium10’s review aggregation tool, however it also looks at all reviews within a particular niche to call out specific negative or positive mentions amongst a grouping of similar products. 

Find it under Growth – Product Opportunity Explorer – Select a Product – Customer Review Insights

Product Opportunity Explorer
Customer Review Insights

In the serum category shown above, many top reviews mention the product results being soft skin, having moisturizing properties, and including antioxidants. These could be good call outs for your product listing imagery and copy. On the other hand, the top negative reviews are complaints about functionality and allergic reactions. To manage customer expectations and avoid these types of negative reviews, you may want to lean into ingredient transparency in your listing, and be clear about what results consumers can expect.

3. Search Terms under Product Opportunity Explorer

One of the biggest releases in the last year, the product opportunity explorer compiles niches and gives a list of customer search terms representing a customer need and the top products that received 80% of the clicks. The biggest callout being terms representing a customer need. 

Additionally, Amazon provides access to up-to-date Amazon search term data. Now, sellers can not only see search frequency rank from brand analytics, but also view actual search volume data from Amazon. In the table below you can view search volume, search volume growth, click share, search conversion rate, and the top 3 clicked products for the query.

At Envision Horizons, we have been using this data to help back into the most relevant terms to include in SEO & Advertising pursuits. 

Find it under Product Opportunity Explorer – Search Terms

Search Terms in this Niche

4. Audience Insights Report

You need to be running DSP or have a provider that has access to these reports to get one. We love these audience insights reports at Envision Horizons as it gives us purchase frequency data, timing, and Demo data in one rolled up report. 

Find it in the DSP Console under Campaign Manager – Audience Insights.

Timing: Hour of Day

Amazon Audience Insights: Timing Metrics

Timing metrics can help you better understand your customers browsing and buying behaviors during the day, the week, and the year.

Timing insights can help you:

  • Keep your products visible to customers at peak browsing times by ensuring your campaign budgets are set appropriately
  • Pinpoint times of the week or year when your customers are more or less active than those for similar brands
  • Build campaign strategy to ensure you are reaching customers when they are considering brands in your category

Amazon Audience Insights: Purchase Frequency Metrics

Purchase frequency metrics can help you better understand your customers’ brand loyalty, including how many times your customers purchase from your brand over the course of the year and how frequently.

Time Between Repeat Purchases

Understanding your customer’s purchase frequency can help you:

  • Monitor brand loyalty and check back regularly to see how loyalty changes over the year
  • Plan remarketing campaigns to re-engage customers when they are looking to purchase again
  • Better understand the lifetime value of your customers by analyzing how many purchases repeat customers have made over the course of a year

One way to use this data is to compare your metrics to competitors. If you have a much lower repurchase rate than similar brands, you could consider adjusting your strategy. An example could be implementing Subscribe & Save, or setting up a Subscribe & Save campaign for new and existing customers.

Amazon Audience Insights: Consideration Period Metrics

Consideration period metrics can help you better understand your customers’ purchase journey on Amazon by identifying the percentage of your customers that purchase your brand on the same day they start viewing products in your subcategory, as well as those who browse products one or more days before purchasing your brand.

Amazon Brand Consideration Period

Understanding your customers’ consideration period can help you:

  • Develop campaign strategies
  • Define lookback windows
  • Remarket potential customers to help drive them from consideration to purchase

One way to use this data is to run an awareness campaign to engage new customers, and then remarket to customers who viewed but did not purchase your brand after their initial view. You can increase conversions this way by selecting an ideal time to remarket, using the consideration period data.

5. Category Insights under Marketplace Guidance

Category Insights provides buyer preferences as well as offer and selection metrics for various categories in the marketplaces in which you currently sell. As a seller, you can expand your catalog with the right products based on the insights provided. 

This dashboard is amazing for marketplace demand analysis. For brands looking to uncover the most popular categories, conversion rates at different prices and even most popular features, this is a must visit!

Find it under Growth – Marketplace Guidance – Category Insights

In the table below, data is shown for the facial sunscreen category. The metrics on demand and purchase data can give great insights into the category- for example facial sunscreen has an average search to purchase ratio of 2.9% and return ratio of 2.09%. Additionally, Amazon shares data on the number of sellers in the category, the number of listings, average star rating, and average daily ad spend. The Features section of the page gives information on customer preferences- for example many customers in this category are looking for products for sensitive skin, and prefer their sunscreen in a cream format as opposed to a gel or a stick.

Demand: Units Sold, Glance Views
Amazon Offer and Selection Metrics
Amazon Product Features

6. Store Insights

Stores are highly underrated on Amazon. It’s one of the few places brands can cut out all of the noise when it comes to competition. Oftentimes, we see operators forget to utilize storefront metrics to make strategic decisions. Within the store insights tab, you can see the level of sales coming/visitors amongst a ton of other metrics. Additionally, if you promote your Store through external marketing activities,  you can create trackable store source links to analyze traffic sources to your Store and measure campaign results. 

Amazon Storefront Metrics to Track

  • Traffic
  • Visitors
  • Views
  • Sales 
  • Per date, Per page, and Per source
  • Page performance

These metrics can all be tracked and analyzed to pull insights that help you better understand how to deliver the best possible shopping experience for your target customers. 

Find it under Stores – Manage Stores – See Insights

Amazon Store Insights

7. B2B Central

B2B Central & B2B Product Opportunities. If a brand has a product(s) that is enrolled in B2B discounting, this Amazon dashboard contains a plethora of data. The customer segment section gives an idea of what sectors are making the most purchases and the discounting section gives insight into what % off actually moves the needle. This can be translated over to the normal consumer promotional discount amounts.


B2B Central has the following features:

  • Sales Snapshot: Allows you to view the growth of your B2B sales from registered business customers in contrast with that of non-B2B, and to compare your YoY growth among both customer segments.
  • B2B Performance by Industry: Shows you the breakdown of your B2B sales by the industry and sub-industry segments of your customers.
  • Top Products: Displays your top five products selling to registered business customers on Amazon.
  • Business Action Center: Shows tasks that are relevant to your B2B business.

New tools in B2B central include Business Discount Insights and Case Pack Recommendations. With Business Discount Insights, you can explore recommendations on business pricing and quantity discount tiers. With Case Pack Recommendations, brand owners can identify opportunities for case packs, which will help with increasing larger volume orders and saving on shipping costs.

Find it under B2B – B2B Central

8. Search Query Performance

Last but definitely not least,  The SQPD has been one of the most used Amazon dashboards by our team since the release. It’s the first time that Amazon has released true organic metrics outside of the top 3 you find in brand analytics search terms. This is full funnel data at an ASIN & Brand level. Keep in mind that this data is only SERP data, meaning it only includes data from users going to Amazon and typing in a specific query. 

The Query Performance Dashboard provides visibility into your search term’s performance based on shoppers’ search behavior. For the selected timeframe, it shows metrics of the top terms of your catalog or ASIN (e.g., search displays, clicks, adds to shopping cart, and purchases). The purchases and sales totals may not match the total count from your sales reports as these metrics include those originated from the search results page (e.g., excludes widgets, details page, etc.).

The SQPD shows you what keywords you are converting on both organically and on PCC with real Amazon data for specific metrics such as search volume, impressions, and purchases. Previously, there was no way to know exactly where you’re converting for a specific keyword unless it came directly from PPC data. 

This information can help you to understand customer demand, what queries lead buyers to your products, at what stage you may be losing the buyer, and much much more!

New Downloadable Reports: Amazon Choice Badge & Search Funnel Outliers

As of recently, you can also access a monthly report on Amazon’s Choice Badge Data. This report is useful because it shows your brand’s overall search query performance with and without the Amazon’s Choice badge, allowing you to quantify the impact of the badge. 

Another great monthly report to download is the Search Funnel Outliers Data. This report shows you the best and worst performing search queries for your brand. In the report your top search queries are labeled as “high performers” and your worst queries are considered “opportunities”. This report makes it easy to identify which queries to focus on for strategy- either for continued investment or improvement. 

Find it under Brands – Brand Analytics – Search Query Performance

  • For monthly reports, select a month date range and hit the “generate download” button.
  • *Must be brand registered to access, dashboard still in beta and may not be available to all accounts

Search Query Performance Dashboard
Amazon Download Monthly Report

Best Amazon Dashboards for Sellers and Brands

Looking to gain a competitive edge on Amazon? These 8 Amazon dashboards should be on the top of your list.

Are there any other Amazon dashboards that we missed? Let us know in the comments! Or feel free to pitch us an idea for a guest blog post, submit inquiries here.

Get Amazon Support

Taking stock of your performance with various Amazon dashboards and implementing strategies to increase profitability can be overwhelming for any Amazon seller. For sellers looking for additional support, Envision Horizons offers a solution. myHorizons is making selling on Amazon less stressful and more profitable by automating Amazon brand management. For more information on myHorizons, visit our site. Or schedule your own personal demo here.

80+ Amazon Reports in One Platform

No more manual work. No more guesswork. All 80+ Amazon reports are parsed in an easy-to-understand, visually-rich report.

Time to let go of your excel spreadsheets and start seeing your brand’s insights in a new light.

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