In favor of transparency, Amazon has introduced traffic and conversion data into its central vendor platform , a new functionality that allows brands to access key metrics that were previously confidential, so that they have a clearer and clearer vision of their performance on the platform.
Since November 2020, brand managers can consult up to one year of “Glance Views” data (fast views) by ASIN, along with information on orders and shipments. These metrics are necessary to understand the interest of the consumer in the products and calculate the conversion rate, which is the same, the percentage of visitors who make a purchase.
Index
What are fast views or Glance Views?
The term "Glance Views" refers to the number of times buyers see the details page of a product . This metric provides an initial vision of interest that consumers have in products.
If you have a high number of views, but few sales, it can be a sign that there are problems, such as high prices, descriptions of unclear products, low quality images or negative reviews. The idea is that you can identify areas of improvement in the presentation of your products to increase sales.
For example, for the previous case in which your visits are many, but do not sell, you need to review your price strategy or improve the quality of images and descriptions so that your product is more attractive. It can also be useful for you to analyze customers' reviews to understand the main barriers that prevent purchase.
On the other hand, if organic traffic is generating more sales, it may be useful to invest more in SEO strategies and content marketing.
Changes at Amazon Retail Analytics
In 2022, Amazon made changes in its data analysis with the relaunch of Amazon Retail Analytics. Although this led to the elimination of some important metrics such as "Lost Buy Box" (LBB) and "exhausted refueling" (Rep OOS) , sellers can still evaluate their advertising performance by comparing paid and organic traffic.
This comparison capacity serves to understand how advertising campaigns affect traffic and sales, and to make strategic adjustments that maximize the return on investment.
The elimination of certain metrics may seem an inconvenience, but it is also a way to simplify the analysis approach by focusing attention on metrics that are more directly related to product performance and sales.
As a seller, you must adapt to these changes taking advantage of the available metrics and exploring new ways of optimizing their advertising campaigns.
Use of data for business growth
Access to these data also allows brands to be carried out more precisely from their marketing and sales strategies . By understanding which products are generating more interest and which are being less successful, settings can be made in strategies accordingly.
In addition, as it is possible to compare paid and organic traffic, there is a clear vision of what marketing tactics are working better . Also, traffic data can be used to identify trends and patterns in consumer behavior.
For example, if a specific product receives a considerable increase in views during a particular period, it can indicate a seasonal demand or the success of a promotional campaign. This knowledge allows brands to better plan their inventories and marketing campaigns.
The introduction of traffic and conversion data at Amazon Vendor Central is a great advance. These metrics provide a valuable vision of consumer behavior and product performance, allowing brands to make decisions to optimize their product pages and improve their marketing strategies.
If you use this data effectively, you will improve your conversion rates and boost your business in Amazon.
