Amazon Store Insights - Analyze Storefront Sales with Ease

hi guys and welcome to another video on Amazonia YouTube channel now if youve done your homework you already have your storefront created for your Amazon brand and in this video I'm going to cover the interesting tool within campaign manager called store insights now store insights will give you all the information that you need how about how people interact with your with your store which products and range of products they're most most interested in which can then drive some very very important decisions about your advertising strategy which products to promote and which maybe are not that important uh compared to the other products it's going to be a little bit theous video because I'm going to cover each and every section of the insights page here so the overview traffic engagement but please use the sections below the video and timestamps and jump to the topic that's more most interesting to you okay let's get started uh to navigate to this part of uh to this fancy tool you go to to the left for to the brand content and then press stores and on the new page just select store insights you will be presented with this screen uh it can be a little bit confusing at the beginning but bear with me it's going to be all fine at by the end of this video uh first thing to note is that there's really a I I think it the the data goes back five years so if you created your store five years ago that would be great um because you can then compare each and every year how different aspects and different pages of your store uh perform differently uh so choose your date range that's most relevant to you I've selected this year and then let's start by the overview you can see some basic information about your traffic and sales and store engagement uh Please be aware that there is something called Brand store quality rating which is um it I I cannot say it's not important but I have different stores where where with a low quality based on Amazon and they still perform very well so it's not like that important but it's more like um grade from Amazon that you have for your store if you follow all of their recommendations here you can see also explore recommendations to improve Brand store quality and those are like some guidelines for you which models you should add to your storefront and I truly suggest really go through them and and explore if some some of those really work for you uh so when you click on Explore More and you will see the uh the Brand store quality it's down uh it's the L one of the latest it's down uh for down on the page so as I said you will see your quality ratings on this store it's high but as I said that's not really that relevant you will see your Brand store dwell time now dwell time is how much time on average people are spending on your store browsing researching and being interested in your products um aside from your actual Brand store dwell time this is the peer group dwell time where you can actually compare yourself and and this is by the way really important because it's um your peers are compared so it's not like your products are typically sold at $50 and then they Amazon is comparing you to to the guys having similar products at $10 so these are similar uh products with a similar price and similar uh volume of sale so it's really relevant also Amazon data shows that the more uh the longer dwell time the more sales you you get from the Brand store visitors so it's something that you should really take into the consideration now these are some of the recommended actions and it's actually they did a good job in presenting these so all of these they say like the these uh few are for to they're made to grow sales and some to to drive brand loyalty but anyway explore through them and see if it makes sense to add add it to your storefront for example you can see uh these shoppable images they are one of the latest additions to to storefronts and I really recommend them because they're really fancy looking ones so you can see the examples here this is um this is just an example storefront from Amazon and this is how it how it looks like so they have these spots when you when your visitors hover over and click they're immediately can add your products to the um to the to the cart and plus if you did a good job and have some images really nice looking like this one it can really make a difference and people were going to click more if you did a good job in um in the creatives and I recorded a video a few days ago with uh owner of company Max amaz check out that video because uh fatos the owner really she showed that there's quite a an increase in conversion rate if you do your creatives right if with the with the A+ premium and your storefront so check that that video out anyway back to the insights let's go back to the overview Tab and let's cover some some details if this is too boring for you just navigate to the different section uh of the video but if you're into details then bear with me so here you can see in the last 3 366 day overview you can see the how many visitors actually came to your storefronts how many views you have per visitor and please hover over any of these metrics to find further details what is it that Amazon is counting here so this is the average number of pages viewed by the daily visitor to your store and how many of those 39,000 were actually new to store visitors that haven't visited your store in the last 12 months how many sales are generated from the store visitors how many orders unit sold and the store engagement so what's the average dwell time and average bounce rate bounce rate is when somebody visits your store but do not engage with it just clicks away so it was that boring that they were even interested to to explore more uh don't be scared 20% is it's pretty good um number because compared for example to Google analytics if you have your Google anal analytics and please do add that to your website you you will see that on Google typical bounce rate is around 50% so here it's that's much lower because people come to Amazon to to buy not to just explore most of them at least and you have a graphical breakdown of all of these so like a visitors over the the year or the the date range that you selected new to store visitors and views for this brand you can see that January and December it's the this are the strongest months uh in general for the sales and that reflects by the visitors of the storefront uh some typical data here I'm not going to go through each and every one of those here you can see one of some of the top pages by sales or whatever you choose to to include As the metric that your interested in and you can easily see which product ranges actually drive most of the interest or sales or dwell time whatever you like here's a breakdown for you some of these you can see that are like 50% more uh 50% more time people spend uh exploring this range of products compared the to the other ones uh further down the page additional details so really can go crazy and and explore all of these uh at the end of the page you have each and every day throughout the year so what was happening on your store um you can you can see it by the week or by the the actual dates uh sorry days and then explore some of the uh detailed metrics like visitors the new to store visitors that haven't visited your store in the last 12 months views average Dell time average bounce rate and then you can see some of the um I haven't checked but you may use some of the how they call those tools Chrome extensions like data Scrappers so I I guess that you can export this to Excel and then maybe do some pivot tables and see are there any specific days or weeks throughout the the year that maybe try more um sales or more dwell time and do your research there okay then next up is the traffic here you can really drill down to the to the details and see whatever is uh the most interesting to you is it the the dwell time the bounce rate it's like rainbow here so let's uh deselect a few so how many visitors and what's the average dwell time it's constant throughout the year bounce rate yeah maybe begin beginning of the year is a little bit better than maybe this this was the Prime day and then you have the top sources here now this is also interesting so this is how many sales you got from the traffic that came from your sponsor brand ads and this is how many of them came uh organically uh as um reference so this is what H what what what's that so the these are actually how many people clicked on your brand name here under your listing and then visit ited your store and end up buying so it's not that nobody uh clicks there but these are the organic traffic so when somebody organically came to to your uh product detail page and then clicked on the to see your brand um so you have those and you have top tags but if you didn't set it up then you will see like no data available similar like this um Source tag is that if when you do your Facebook ads or Google ads Tik Tok ads you may drive your traffic to a certain page on your store and then you can create a specific tag that's going to be shown here it's good for tracking your um marketing efforts outside of Amazon then the top pages you can see the breakdown by the views by the Dell time and all the other um uh metrics that you already seen and additional breakdown um similar on as on the previous page live Pages it's not like it's a real time overview but it's a live page so the pages that you already published it's also an interesting view to see on a product range if you organize your s from by the product range you then you can actually see how many people were interested in a certain um catalog sections of your catalog how many on average uh sales you make per visit how many orders average 12 time it's it's really interesting data when you think about it that some of these for example have high number of sales but regardless people spend less time average dwell time for example between these two the the difference over the year is not that much in terms of sales but it's a lot of um 50% more people spend on these number on this uh on this page so it could be because there are more products in this category and could be something else depending on how your storefront is is uh how your storefront looks like let's go to the engagement Tab and this is something that's also uh quite new um here I like the most that you can browse through different date ranges throughout the year and the history and then you you will will see the top click products as here which sometimes can lead I know I was surprised once when I saw top products on the storefront because I wasn't even aware that people are that interested in that particular product which then led us to explore um maybe a strategy to further push that product uh with advertising then down below also an interesting breakdown product engagement so engagement per per product you can see here the uh Impressions use yeah impressions are actually render so it's it's almost the same so they call it like number of times that a product in your store completed loading in the browser or app the product may or may not have been viewed so that's like similar like in campaign manager Impressions and I keep saying that Impressions Su just that your ad is served it doesn't mean that somebody actually saw it and this is the actual number profuse like the in the campaign manager you have those uh viewable Impressions so that that's this so very often like 30% less or more than the actual um Impressions then you have various um additional metrics per product which is which I fully recommend that you go through uh this the first one is how many uh people saw your product when your product was in stock and then you can see that typically it's not recommended that you have products in your storefront they are out of stock it just doesn't look right and looks a little bit sloppy to say to say at least and then you can a good thing is that Amazon made this available as an export so you can easily analyze the data through your pivot tables or upload it to jpt and ask for uh um insights you have your conversion rate unit sold purchases add to basket really you can see that here some people skip adding to the basket some people are adding a lot to basket but not purchasing so that's also something to think about and really really valuable information that you can uh find here further down you can see I'm trying to be as short as possible it's already too much but this these are the sales numbers where you can break it down and Export for the whole year or whatever the uh the date range that you selected and you can see which products actually uh are being sold which product ranges and how in in which part of the Year also top sources for this uh for the sales and for the visits you can make make it a little bit different and then everything is the same for live Pages other Pages different sources and um different tags put it down break down by the pages again that's little bit repeated I'm going to skip those um sources I covered so I think guys that we're we're we're through with this video uh use the sections if you haven't and jump around uh go back to this video whenever you need this I um the biggest take way here is to analyze the data from your storefront because it's another point of information that you can gather about your brand about your product there are typically people are completely unaware that this this page exists believe it or not so use it browse through it go back to it and at the first few views it's going to be completely confusing for you but occasionally uh go back to it set up on your on your um whatever you use to do it or any other uh tasks um sorry time management task management uh Solutions and set it up to check it at least once a month and then uh analyze the data on what's going on I'm going to link all the relevant videos here about the storefronts and other relevant YouTube videos I recorded so let me know if you have any questions and I'll be more than glad to answer stay cool bye-bye