From June 30, 2022, the Item comparison and alternate purchase behavior dashboard within Amazon Brand Analytics will no longer be available.
While there is no immediate direct replacement dashboard, selling partner feedback and usage volume data indicated that this dashboard doesn’t always offer impactful and actionable insights, so we’re exploring opportunities to add deeper customer behavior analytics in 2023. As part of Amazon's continued efforts to enhance the insights we offer you through Amazon Brand Analytics.
What is the difference between Amazon Brand Analytics (ABA) and Amazon Retail Analytics (ARA)?
Amazon Brand Analytics (ABA) is a set of dashboards that allow you to analyze customer buying and search behavior. In the previous Brand Analytics experience, this dashboard was part of the Consumer behavior dashboards. The remaining ABA reports will not be impacted and the user experience will remain the same. The new ABA experience will include:
- Amazon search terms
- Repeat purchase behavior
- Market basket analysis
Amazon Retail Analytics (ARA) is a set of dashboards that allow you to analyze sales and operational data, such as your revenue and inventory levels. In the previous Brand Analytics experience, these dashboards were part of the Sales and traffic dashboard and Operations dashboards. The new ARA experience will include:
- Net pure product margin (PPM)
Is this change happening in both Seller Central and Vendor Central simultaneously?
Yes. The Item comparison and alternate purchase behavior dashboard will be dialed down as early as June 30, 2022, in both Seller Central and Vendor Central.