Retail Intelligence Metrics

This guide helps you understand all available metrics across Retail Intelligence and Cross-Retail IQ, organized by category for easy reference.

Looking for Cross-Retail IQ metrics?

Cross-Retail IQ has its own dedicated metrics section directly below. If you are working in Cross-Retail IQ, the multi-retailer benchmarking module, scroll down or jump to Cross-Retail IQ Metrics for definitions that apply to that product. The Amazon IQ metrics above apply to Amazon only and use different data scopes and calculation methods.

Because Cross-Retail IQ is organized around predefined category and retailer lists, working with your account manager ensures you’re set up with the right scope from day one - so you’re not missing coverage that matters to you.

Amazon IQ Metrics

Sales Performance Metrics

Use these metrics to track your brand's sales performance, pricing trends, and conversion rates on Amazon.

Metric	Definition	Key Insights
Revenue	Total revenue generated in the selected category, domain, and time frame	Monitor your total sales value and track it over time
Units Sold	Number of units sold in the selected domain, category, and time frame	Understand sales volume independent of pricing
Revenue Share	Your brand's percentage of total category sales value (revenue)	Higher share = stronger market dominance. Compare against competitors to assess market position
Units Sold Share	Your brand's percentage of total category units sold	Highlights sales volume strength regardless of price positioning
Average Selling Price	Total revenue divided by units sold for the selected marketplace and time frame	Track pricing trends and compare to category averages
Product Views	Number of unique product views in the selected domain, category, and time frame. Note: multiple views of the same product by one user within a 30-minute session count as 1 view	Measure customer interest and product discovery
Conversion Rate (CVR)	Units sold divided by product views in the selected domain, category, and time frame	Higher CVR indicates effective product listings and strong purchase intent
Top Brands	Top-grossing brands in the selected domain, category, and time frame	Identify your main competitors and market leaders

Product Visibility and Engagement Metrics

Use these metrics to understand how discoverable and engaging your products are to shoppers.

Metric	Definition	Key Insights
Average Rating	Product star rating from 0 to 5 stars as provided on Amazon	Monitor product quality perception
Reviews	Total number of reviews per product	More reviews typically means higher trust and conversion
Badges	Amazon-awarded badges (for example, '#4 Best Seller in Clothing, Shoes and Jewelry')	Indicates Amazon's recognition of product performance
Total Views Share	Your brand's share of product views in the selected categories, averaged over the time frame	Higher share means better visibility. Compare this to revenue share to identify conversion opportunities
Search Visibility	Your brand's share of appearances on the first two pages of search results	Critical metric: most shoppers do not scroll past page 2
Page One Rate	Ratio of product appearances on page 1 of search results divided by total searches performed on your keyword list	Target 80% or above for your most important keywords

Keyword & Search Metrics

Use these metrics to optimize your keyword strategy and understand search behavior driving traffic to your products.

Metric	Definition	Key Insights
Keyword Clicks	Number of unique clicks on products for the searched keyword within the selected category, domain, and time frame. Note: multiple clicks on the same product within a 30-minute session count as 1 click	Measure how much search demand a keyword is driving to products.
Product Clicks	Paid and organic product clicks resulting from search in the selected category, domain, and time frame, trended over time	Track total click volume from search
Clicks by Position	Distribution of clicks across the top 10 organic and paid search results	Position 1 typically captures 30 to 40% of clicks. Use this to prioritize ranking improvements
Total Clicks	Your brand's share of all category clicks (organic and paid)	Overall search performance indicator
Search Volume	Total number of searches for a keyword within the specified time frame	Identify high-demand keywords worth targeting
Click Share	Percentage of total clicks attributed to the keyword compared to all keywords in your list	Prioritize keywords with high click share
Branded Search Volume	Your brand's share of category search volume for branded keywords	Strong brands have 60% or more branded search share. Indicates brand awareness and demand
Top Brand Share	Percentage of clicks captured by the leading brand for a specific keyword	Assess competitive intensity on key terms.

Organic vs. Paid Performance Metrics

Use these metrics to optimize your retail media investment and organic search strategy.

Metric	Definition	Key Insights
Organic vs. Paid Clicks	Distribution of organic clicks and paid clicks for the selected keyword over the specified time frame	Balance your organic and paid strategies
Paid Clicks Share	Your share of paid retail media clicks within the category that lead to your products	Higher share = more effective retail media campaigns
Organic Rank	Average organic rank of the selected product for the selected keyword, excluding SERP features	Target the top 5 positions for maximum visibility
Paid Split	Percentage of paid clicks for the selected keyword within the selected domain and time frame	Understand competitive paid intensity
All Traffic	Organic and paid search clicks to product pages in the selected time frame	Total search-driven traffic
Share Over Time	Trend of your brand share over the selected timeframe, showing peaks and declines	Identify seasonality and campaign impact

Brand Marketing Channel Metrics

Use these metrics to understand how shoppers discover your products across different traffic sources.

Metric	Definition	Key Insights
Marketing Mix - Internal vs. External	Distribution of traffic to your brand's product pages from all channels. Internal means traffic from Amazon pages; External means traffic from non-Amazon domains	Understand your traffic dependencies
Total Clicks	Total traffic to your brand's product pages from all channels in the selected category, domain, and time frame, trended over time	Monitor overall traffic health
Direct Traffic	Traffic from users directly entering a product page, using bookmarks, saved links, or apps	Indicates brand loyalty and awareness
Search Traffic	Traffic from Amazon's on-site search results pages	Primary discovery channel for most products
External Traffic	Traffic from non-Amazon domains (Google, Bing, social media, etc.)	Measures external marketing effectiveness
Email Traffic	Traffic from users who clicked links in emails, usually from email campaigns	Track email campaign performance
Social Traffic	Traffic from social media sites (Facebook, Reddit, Instagram, etc.)	Measure social media impact
OSS Traffic	Traffic specifically from Amazon's on-site search results pages	Typically 60 to 80% of total traffic for most brands
Product Page Traffic	Traffic from other product pages, for example via 'Similar products' or sponsored product placements	Indicates cross-selling and recommendation impact
Other Traffic	Traffic from Amazon pages that are not product pages, SERP, or brand stores. Includes curated lists, wishlists, and homepage	Supplementary discovery channels
Display Traffic	Traffic from non-Amazon domains through display ad networks	External advertising effectiveness
Brand Store Traffic	Traffic directly from your Amazon Brand Store	Brand Store engagement metric
Referral Traffic	Traffic from affiliates, links, content partners, and direct media buying or news coverage	PR and partnership effectiveness
Internal Clicks - Organic vs. Paid	Distribution of paid and organic clicks on internal traffic to your brand's product pages from all channels	Optimize your Amazon advertising spend
Most Changed Channels	Traffic channels with the largest change based on the selected domain, brand, category, time frame, and change rate method	Identify trending traffic sources

Competitive Intelligence Metrics

Use these metrics to benchmark against competitors and identify market opportunities.

Metric	Definition	Key Insights
Brand Affinity	Affinity score based on the frequency of users viewing products from both your brand and a competitor brand within the same month	Higher affinity means more direct competition. Prioritize monitoring high-affinity competitors
Competitive Average Brand Share	Average share of your selected competitors, providing a benchmark to compare with your brand's share	Set realistic share growth targets
Keyword Competitors	Clicks competitors gained by targeting your branded keywords, including weekly changes	Defend your branded terms from competitors
Retail Overlap	Average percentage of visitors to your brand who also visited a competitor's products within the same day	Identify shoppers switching between brands

Basket & Cross-Shopping Metrics

Use these metrics to understand purchase patterns and identify cross-sell opportunities.

Metric	Definition	Key Insights
Basket Mix	Brands purchased in the same transaction as your brand within the selected time frame	Identify complementary brands and partnership opportunities
Basket Distribution	Percentage of baskets that included your brand only, 2 brands, 3 brands, or 4 or more brands	A high 'brand only' percentage indicates strong brand loyalty
Retail Category Overlap	Percentage of overlapping audience between Amazon and specific categories across Walmart, Target, and Best Buy	Understand cross-retailer shopping behavior

Demographics Metrics

Use these metrics to understand your customer profile and tailor marketing strategies.

Metric	Definition	Use Case
Age Distribution	Age distribution of online shoppers based on product views for the selected domain, brand, and time frame.	Target marketing by age group
Gender Distribution	Gender distribution of online shoppers based on product views.	Tailor messaging by gender
Household Income	Online shoppers' household income distribution based on product views.	Price positioning and promotional strategies
Household Size	Household size distribution of online shoppers based on product views	Package sizing and bulk offerings
Education Level	Distribution of online shoppers' education levels based on product views	Messaging complexity and tone
Employment Status	Employment status distribution of online shoppers based on product views	Timing and promotional strategies

Trend & Change Metrics

Use these metrics to track performance changes and identify trends over time.

Metric	Definition	How to Use
Revenue Change	Change in revenue between the selected time frame and the reference period	Set as YoY, MoM, or custom comparison
Units Sold Change	Change in units sold between the selected time frame and the chosen reference period	Track volume trends independent of price changes
Conversion Rate Change	Percentage change in CVR between the selected time frame and the chosen reference period	Identify listing optimization impact
Views Change	Change in product views between the selected time frame and the chosen reference period	Measure visibility improvements
Category Trend	Category trend between the first and last selected dates, representing a growing or declining category	Understand the market context for your performance
Share Trend	Share trend based on actual sales data as a percentage of total estimated category sales. Change reflects the difference between the first and last selected dates	Track market share gains and losses over time

Product-Level Metrics

Use these metrics to analyze individual product performance.

Metric	Definition	Notes
Product Rating	Product star rating as of the latest update.	Monitor for review impacts
Product Reviews	Number of product reviews as of the end of the previous month	Track review velocity
Average Unit Price	Average listing price of the product in the selected domain, category, and time frame	Monitor competitive pricing
Product Relevancy	Percentage of selected products that rank for a keyword divided by all selected products. Filter to 70% or above to analyze keywords relevant to most of your products	Identify keyword gaps

Cross-Retail IQ Metrics

Cross-Retail IQ gives you a unified view of how your brand performs across multiple retailers like Amazon, Walmart, Target, and more. The metrics below cover brand benchmarking, retailer comparison, and keyword performance across your chosen retailer set.

Important: data scope. All Cross-Retail IQ metrics are based on Desktop and Mobile Web traffic only. Visits and purchases made through a retailer's mobile app are not included. If you need Amazon app traffic, switch to Amazon IQ using the module selector in the platform.

Brand Performance & Benchmarking

Use these metrics to understand how your brand is performing across multiple retailers and where your biggest growth opportunities are.

Metric	Definition	Key Insights
Product (SKU) Views	The number of times shoppers visited the product detail page for a specific product (SKU), counted across Desktop and Mobile Web. This metric is available for one retailer at a time and cannot be combined across retailers	Use this to track how much shopper interest a specific product is getting at a specific retailer. If views are low, the product may have a visibility or discoverability problem.
Brand Views	The total number of product detail page visits across all of your brand's products at one retailer, or across multiple retailers combined. Only Desktop and Mobile Web visits are counted	Use this to measure overall shopper engagement with your brand. When comparing across retailers, keep the same retailer set each time, as adding or removing a retailer will change the total
Category Views	The total number of product detail page visits across all brands in your chosen category. Available for a single retailer or across multiple retailers	This represents the total size of shopper demand in your category. It is used as the denominator in share calculations, so always make sure your retailer scope matches when comparing figures
Brand Views Share	Your Brand Views divided by total Category Views, expressed as a percentage. Both figures must cover the same retailer scope to be meaningful	Think of this as your brand's slice of the category. A rising share in a growing category is the strongest positive signal. A rising share in a flat or shrinking category tells a different story
Retailer Share	A retailer's total category views divided by the combined category views across all retailers in your current analysis. This is not a share of all retailers globally, only of the set you have selected	Useful for prioritizing which retailers matter most in your category. Keep in mind: if you add or remove retailers from your selection, every retailer's share figure will change. Always use the same retailer set when making comparisons over time
Brand's Top KPIs	A summary of your brand's View Share and Click Share within your selected category, across all selected retailers. Includes all sellers carrying your brand, not just your direct listings	Use this as a quick health check across retailers. If View Share and Click Share are very different from each other, it may indicate a gap between how visible your brand is and how often shoppers are actually clicking through
My Brand Opportunities Matrix	A chart that plots each retailer by how much shopper demand exists in your category (the size of the opportunity) against how strong your brand's current position is at that retailer	Retailers in the top-right of the chart are your highest-priority targets: lots of shopper demand, but your brand is currently underrepresented. Use this before making budget or resource decisions
Competitive Brands Landscape	A view showing total category views for each brand in your selected category, alongside year-over-year growth	Use this to see who is growing, who is stagnant, and where your brand sits relative to competitors. Fast-growing smaller brands are often more important to track than large established ones with flat growth

Retailer Performance

Use these metrics to identify which retailers offer the strongest opportunities for your brand.

Metric	Definition	Key Insights
Retailer Market Share	Each retailer's share of total category views, measured within your selected retailer set. Represents the size of the market opportunity for each retailer, how large the category opportunity is at each retailer relative to the others you have selected	Use this to prioritize retailers. A large share today does not always mean the best opportunity, check the growth trend alongside the share figure.
Top Retail Partners	The four retailers in your category with the highest total view share across your selected brands	A quick snapshot of which retailers dominate your category. Use as a starting point for retailer prioritization, not as a complete picture
Retailers Landscape (YoY)	Year-over-year growth percentage for each retailer, grouped into strategic segments: Growth Leaders, Established Players, Emerging Stars, Niche Players, Underperformers, and Declining Giants	Target Growth Leaders and Emerging Stars for expansion. Declining Giants may still have large absolute traffic today, but represent a shrinking opportunity over time

Cross-Retail Keyword Analysis

Use these metrics to understand what shoppers are searching for across retailers and how well your brand captures that demand

What is on-site search? On-site search (OSS) refers to shoppers typing a search query into the search bar on a retailer's website (for example, searching for 'running shoes' on Walmart.com). The clicks and share metrics in this section are all based on this behavior.

Metric	Definition	Key Insights
Category Clicks	The total number of on-site search clicks driving shoppers to product detail pages within your category, across your selected retailers and brands	This represents total search-driven demand in your category. Use it as the denominator when calculating keyword share, and make sure your retailer scope is consistent
Brand Clicks	The total number of on-site search clicks that brought shoppers to your brand's product pages, within your selected category and retailer set	Your absolute search visibility across retailers. Compare this to Category Clicks to understand what share of search-driven traffic your brand is capturing
Brand Clicks Share	Your Brand Clicks divided by total Category Clicks, expressed as a percentage. Available for a single retailer or across multiple retailers	Use this to track how much of the search-driven traffic in your category is going to your brand. Compare across retailers to find where you are winning and where you are underrepresented
Product Clicks	All on-site search clicks that drove shoppers to the product detail page of a specific SKU. Available at the individual retailer level only, and cannot be combined across retailers	Use this to identify which specific products are capturing search demand and which are effectively invisible in search
Keyword Performance	The total number of on-site search clicks generated by a specific keyword across all brands and your selected retailers	Use this to identify which search terms are driving the most traffic across the retail ecosystem. High-performing keywords are worth tracking closely for share shifts
Keyword YoY Change	The year-over-year percentage change in total clicks for a keyword	Use this to spot keywords gaining or losing momentum. A fast-growing keyword signals rising shopper interest. A declining keyword may mean shifting behavior or a shrinking category
My Brand Clicks (Keyword)	The total on-site search clicks driven to your brand's products for a specific keyword, across your selected retailers	Shows how much search traffic a given keyword sends to your brand. Compare the top brand performance to find gaps where competitors are capturing demand you are not
My Brand Share (Keyword)	Your brand's percentage of total clicks for a specific keyword across your selected retailers	A low share on a high-volume keyword is an opportunity. Filtering for keywords where your share is below 20% is a good way to surface your biggest gaps
Top Brand	The brand capturing the highest share of clicks for a given keyword	Helps you understand who owns each keyword in your category. Benchmark your performance against the leader to assess how competitive a term is
Top Brand Share	The percentage of total keyword clicks captured by the leading brand for that keyword	A top brand share above 60% indicates a dominant keyword. Before investing in those terms, assess whether competing is realistic given your current position

Keyword Opportunity Matrix

Use these metrics to prioritize the keywords with the best growth potential for your brand.

Metric	Definition	How to Use
Keyword Opportunity Matrix	A scatter plot showing keywords by total clicks (horizontal axis) and year-over-year growth (vertical axis). The size of each bubble represents your brand's current click share for that keyword	Focus on the top-right quadrant: keywords with high volume and high growth where your brand's bubble is small. These are the terms with the most untapped potential
Keyword YoY Growth	The year-over-year percentage change in total clicks for a keyword	Use alongside total click volume. A fast-growing keyword with lower absolute volume today can still be a higher-priority opportunity than a large flat keyword
Brand Names	All brand name variants associated with your brand (for example, 'Bravia' is a brand name used by Sony for TVs)	Use this to track how your branded search terms compare to non-branded terms. High branded search share means shoppers already know you. Strong non-branded share means you are capturing shoppers who are still deciding
Total Clicks	The total number of clicks a keyword generates across all brands in your selected retailer set and time frame	Use this to understand the absolute size of the opportunity. Prioritize keywords with high total clicks to maximize the impact of visibility improvements

Competitor Keyword Benchmarking

Use these metrics to see which keywords are driving competitor growth and where you are falling behind.

Metric	Definition	Key Insights
Competitor Keyword Benchmarking	A heatmap showing how each brand performs on each keyword. Keywords are ranked by total clicks and colored by year-over-year change (green for growing, red for declining)	Use this to quickly spot which keywords competitors are dominating and which terms you are absent from entirely
Keyword Clicks	The total number of clicks a keyword receives across all brands	Use to gauge absolute demand for a keyword before deciding whether to prioritize it
My Brand Clicks	The total number of clicks your brand receives for a specific keyword	Your raw performance on each keyword. Divide by Keyword Clicks to get your share
My Brand Share (%)	Your brand's percentage of total keyword clicks, from 0 to 100%	Filtering for keywords where your share is below 20% is a practical way to find your biggest growth opportunities
Top Keywords	The full keyword list ranked by total clicks from highest to lowest	Use to discover high-volume terms your brand may not currently be targeting
Fastest Growing Keywords	The full keyword list ranked by year-over-year click growth from highest to lowest	Use to identify emerging terms before competition on them intensifies

Important Notes & Clarifications

Data Freshness

Retail Intelligence (Amazon IQ): Updates weekly and monthly, with a 9-day lag.
Cross-Retail IQ: Updates weekly, with a 9-day lag.

Session Definitions

30-minute rule: Multiple views or clicks on the same product by one user within 30 minutes count as ONE view or click. This prevents inflated metrics from users refreshing pages or navigating back and forth.

Comparison Periods

You can compare performance across three reference periods:

YoY (Year-over-Year): Compares your selected period to the same period one year prior. Useful for accounting for seasonality.
MoM (Month-over-Month): Compares your selected period to the previous month. Useful for tracking short-term momentum.
Custom: Select any time period to compare, either period-over-period (for example, Q1 vs Q2) or year-over-year.

Share Metrics Explained

All share metrics follow the same formula:
Your metric divided by the total category metric, multiplied by 100.

Example If your brand receives 1,000 clicks and the total category has 10,000 clicks, your Brand Clicks Share is 10%. Important for Cross-Retail IQ: when the metric is scoped to a retailer set (not all retailers globally), the denominator only includes retailers in your current selection. Always keep your retailer set consistent when comparing share figures across time periods or reports.

Understanding Organic vs. Paid

Organic: Unpaid search results and product placements. These appear based on relevance, ratings, and search algorithms.
Paid: Sponsored products, sponsored brands, and sponsored display ads. These appear because a brand has bid on placement.
OSS (On-Site Search): The search function within a retailer's own website. Includes both organic and paid results. On-site search is typically the primary discovery channel for most product categories.

Retail Weeks

Cross-Retail IQ data is organized by retail weeks, which run Sunday to Saturday. When you select a date range, the platform automatically adjusts your start date to the nearest preceding Sunday and your end date to the nearest following Saturday.

This means your actual data window may be slightly wider than the dates you entered. Always check the date range shown in the platform after applying your selection to confirm what period you are viewing.

Running YoY comparisons correctly

For brand and category views, year-over-year comparison is straightforward: the platform compares your selected period to the same period one year earlier.

For keywords and SKUs, year-over-year comparisons need a bit more care:

A keyword or SKU has no YoY figure - This means it did not exist in the prior-year period. This is expected, not a data gap. Treat it as a new entrant with no prior year to compare against.
You changed a filter and YoY figures changed - YoY change in keyword and SKU tables is calculated based on your filtered results, not the full unfiltered category. Changing your filter will change the YoY figures you see.
A recently launched product has no YoY - SKU-level YoY only includes products present in both the current and prior-year periods. Products launched within the past year will not have a YoY figure.

Filtering on-site search data by retailer

The keyword table in Cross-Retail IQ can be scoped to a specific retailer, but this must be done through the main report filters, not within the keyword table itself.

To see keyword data for a single retailer (for example, Walmart only): apply the retailer filter at the report level using the Filters button at the top of the page. Important notes: applying a retailer filter at the report level will also filter all other views in the report, not just the keyword table. The ability to filter the keyword table by retailer without affecting the rest of the report is not currently available.

Data Scope: Desktop and Mobile Web Only

All Cross-Retail IQ metrics are based on Desktop and Mobile Web traffic. Visits and purchases made through a retailer's mobile app are not included.

	Cross-Retail IQ	Amazon IQ
Desktop	Included	Included
Mobile Web (browser)	Included	Included
Mobile App	Not included	Included

For Amazon specifically: purchases and searches made through the Amazon app are not captured in Cross-Retail IQ. To include Amazon app traffic, use Amazon IQ.

Single-Retailer vs. Multi-Retailer Scope

Some metrics in Cross-Retail IQ are only available when viewing a single retailer and cannot be combined across retailers. Others work at both single-retailer and multi-retailer scope.

Metric	Single retailer	Multi-retailer
Product (SKU) Views	Available	Not available, use Brand Views instead
Product Clicks	Available	Not available
Brand Views	Available	Available
Category Views	Available	Available
Brand Views Share	Available	Available
Brand Clicks Share	Available	Available

When comparing share figures across different analyses or reports, always use the same retailer set in both. Adding or removing a retailer from your selection will shift every share figure in the report.

Quick Reference: Which Metrics to Use When

Your Goal	Key Metrics to Track
Grow market share	Revenue Share, Units Sold Share, Category Trend
Improve visibility	Search Visibility, Page One Rate, Total Views Share
Optimize pricing	Average Selling Price, Conversion Rate, Revenue vs. Units trends
Beat competitors	Brand Affinity, Competitive Average Share, Keyword Competitors
Find new keywords	Keyword Opportunity Matrix, Fastest Growing Keywords, My Brand Share (Keyword)
Expand to new retailers	Retailer Market Share, Retailers Landscape, My Brand Opportunities Matrix
Improve listings	Conversion Rate, Average Rating, Reviews, Page One Rate
Understand customers	Demographics Metrics, Basket Mix, Retail Overlap