Amazon provides a range of analytics solutions that give brands and sellers valuable insights into their performance on the platform. These tools (Vendor Central, Seller Central, and Amazon Marketing Cloud) each have specific uses depending on your role, business model, and objectives.
While these tools provide rich first-party (1P) performance data, they focus on your own business activity. For a complete picture of your category, competitors, and broader shopper behavior, many brands pair Amazon’s analytics with Similarweb's Retail Intelligence.
Amazon Vendor Central
Who uses it: Manufacturers, wholesalers, and brands selling to Amazon in a first-party (1P) relationship (Amazon acts as the retailer).
Primary purpose: Manage your 1P operations, from purchase orders to sales reporting.
Key strengths:
- Detailed sales metrics (sell-in, sell-out, margins)
- Inventory and supply chain visibility
- Buy Box and pricing performance
Vendor Central vs. Retail Intelligence
| Data Area | Amazon Vendor Central | Similarweb Retail Intelligence |
| Sales Data | Your own 1P sales, margins, and Buy Box rates | 1P+3P brand sales, competitor sales, and full category sales and brand market share |
| Keyword/Search Data | Only top 1000 keywords, limited to keywords your brand ranks for | 10x more keyword coverage and a more granular view across competitors, categories, and asins |
| Shopper Behavior | Loyalty, basket analysis, demographics, for your brand only | Shopper loyalty, cross-shopping, and purchase frequency across competitors and categories |
| Traffic Sources | Limited view on which sections/ internal channels drive traffic to PDPs |
Breakdown of PDP traffic from Internal + external channels for your brand and competitors. Eg. How much of the PDP traffic actually comes from Amazon search? |
| Google keywords | Not available | Which google keywords drive traffic from google to your Amazon brand PDP |
| Product trackers | Not available | Daily tracking of organic rank |
| Cross-Marketplace | Amazon-only | Amazon + audience overlap for retailers such as Walmart, Target, Best Buy, Chewy, and more |
Amazon Seller Central
Who uses it: Third-party (3P) sellers managing their own store on Amazon’s marketplace.
Primary purpose: Track and manage inventory, orders, pricing, and brand-specific performance.
Key strengths:
- Sales, conversion, and traffic data for your products
- Advertising and promotions management for your brand
- Basic keyword performance reports
Seller Central vs. Retail Intelligence
| Data Area | Amazon Seller Central | Similarweb Retail Intelligence |
| Sales Data | Sales data only for your asins, when you win the buy box | 1P+3P brand sales, competitor sales, and full category sales and brand market share |
| Keyword/Search Data | Only top 1000 keywords, limited to keywords your brand ranks for | 10x more keyword coverage and a more granular view across competitors, categories, and asins |
| Shopper Behavior | Brand-specific loyalty, basket analysis, demographics | Cross-brand loyalty, cross-shopping, purchase frequency |
| Traffic Sources | Limited view on which sections/ internal channels drive traffic to PDPs |
Breakdown of PDP traffic from Internal + external channels for your brand and competitors. Eg. How much of the PDP traffic actually comes from Amazon search? |
| Google keywords | Not available | Which google keywords drive traffic from google to your Amazon brand PDP |
| Product trackers | Not available | Daily tracking of organic rank |
| Cross-Marketplace | Amazon-only | Amazon + audience overlap for retailers such as Walmart, Target, Best Buy, Chewy, and more |
Amazon Marketing Cloud (AMC)
Who uses it: Brands and agencies running Sponsored Ads and DSP campaigns on Amazon, looking for detailed campaign measurement.
Primary purpose: Measure ad effectiveness and audience engagement across Amazon’s advertising ecosystem.
Key strengths:
- Ad spend and ROI reporting
- Audience targeting and retargeting insights
- Campaign-specific keyword performance
AMC vs. Retail Intelligence
| Data Area | Amazon Marketing Cloud | Similarweb Retail Intelligence |
| Primary Focus | Campaign measurement within Amazon | Market & competitive intelligence across marketplaces |
| Keyword/Search Data | Campaign-specific keyword targeting | Full keyword demand and trends beyond campaigns |
| Competitive Intel | No direct competitor sales or share | Competitor sales, revenue, conversion, and ad impact |
| Shopper Behavior | Custom journeys across ad touchpoints | Omnichannel shopper behavior across retailers |
The Value of Your 1P Data Within Similarweb
It’s not a question of Amazon vs. Similarweb, but rather how the two work best together. By connecting your Amazon 1P data (from Vendor Central or Seller Central) to Similarweb, you can:
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Benchmark your performance against the broader market with greater accuracy.
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Estimate total category size and your sales market share and your share of voice compared to competitor brands more precisely.
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Identify new growth opportunities and untapped segments beyond your current product assortment.
- Spot keyword trends early to be ahead of the competition so you can jump on a keyword trend before it gets too expensive
In short, combining your exact Amazon sales data with Similarweb’s market-wide estimates gives you the most complete, actionable view of your market position.
How to connect your Amazon 1P data to Retail Intelligence
- Log in to the Retail Intelligence platform, go to the Home page and click the Connect Your Amazon Data button.
- Select your Amazon account type: Vendor Central or Seller Central:
- Choose your primary region:
- Americas (USA + Canada)
- EMEA + India
- APAC (UK, Italy, Germany, France)
- Click on Connect Your Account and you’ll be redirected to your Amazon account to grant Similarweb access to your 1P sales data.
Once connected, your data will automatically appear in the platform, fully integrated within the category, competitor, and shopper insights you care about the most, for a unified market view.
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