The Categories dashboard allows you to drill down to specific categories and subcategories and reveal overall category performance, highest-converting brands, top products per category, customer loyalty, and retention.
Use the Categories dashboard to:
Monitor the performance of categories and subcategories on Amazon
Identify the leading players and top products in each category
Uncover customer segments based on purchase frequency
Understanding category trends helps you put your own performance and brand strength into context.
The Category view allows you to uncover up-and-coming brands as potential threats, helps you benchmark your performance within the category in terms of product views, conversions, and other metrics, and lets you act accordingly.
At the Product level, data can be used to find whitespace for a product or feature development based on what Amazon consumers respond to the most.
Understanding the distribution of new vs. returning customers and shopper loyalty can help you craft or fine-tune your messaging, and purchase frequency helps you redefine your customer segments.
At the top of the page, choose the relevant Amazon domain, category, and time frame for your analysis.
Under Sales Performance, you can find four graphs and tables:
1. Monthly Performance
The Monthly Performance graph allows you to analyze category performance over time.
Units Sold: Number of units sold in the selected domain, category, and time frame
Revenue: Amount of revenue generated in the category for the selected domain and time frame
Product Views: Number of unique product views in the selected domain, category, and time frame. Multiple views of a specific product by a user within a 30-minute session are counted as one product view.
CVR: Conversion rate is calculated by dividing unique purchases by product views in the selected domain, category, and time frame
Note: You can view by 1P vs. 3P.
1P: A first-party relationship where Amazon acts as the retailer and the brand as a wholesale vendor.
3P: A third-party relationship where Amazon provides the marketplace in which the brand acts as a seller.
2. Competitive Landscape
The Competitive Landscape shows the top brands in the selected category on two dimensions: Product Views and Conversion Rate.
Tip: Use the competitive landscape to identify potential threats and risks from competitor brands.
In the Top Brands table, you can find the top-selling brands in the category you’re analyzing. You can sort the table by Units Sold, Revenue , or Product Views.
3. Top Products
In the Top Products table, you can find the top-performing products in the selected category and time frame. Click the product name to open the relevant product listing on Amazon.
Tip: Use the top products table to identify new product opportunities and adjust your portfolio based on real consumer demand.
Product Performance Over Time
Clicking the product will display the product performance over time. Overlay pairs of top-line metrics for any category to analyze trends over time.
Under Loyalty & Retention, you can find three graphs/tables:
1. Purchase Frequency
The Purchase Frequency graph shows the distribution of purchase frequency in the last 12 months: purchasers who made one transaction, purchasers who made 2-4 transactions, and purchasers who made five or more transactions in the selected domain and category.
You can analyze purchase frequency by the unique customer or by the number of transactions.
Tip: Use the purchase frequency graph to understand the buying power for each customer group.
2. New vs Returning Customers
In the New vs Returning Customers graph, you can analyze the distribution of new and returning customers.
New customers: customers who made their first purchase in the past month
Returning customers: customers who made at least one prior purchase in the past 12 months.
3. Days Since Last Purchase
The Days Since Last Purchase graph uncovers the distribution of returning customers based on the number of days since their last purchase in the selected category and domain.
Tip: Use the new vs. returning customers data to adjust your marketing strategy to different types of customers.
4. Subscribe & Save vs. One-Time Purchases
The Subscribe & Save vs. One-Time Purchases graph allows you to analyze subscribe & save's impact on brand and category revenues, estimate how many new customers you're losing to Amazon's subscription program, and evaluate subscribe & save's potential for your brand.
Under On-Site Search, you can find three graphs and tables:
1. Product Clicks
The Product Clicks graph displays the distribution between paid and organic clicks in the selected domain, category, and time frame.
Tip: Use this graph to understand how aggressive you should be with your paid strategy in the different categories you play in.
2. Clicks on Products by Position
In the Clicks on Products by Position graph, you can see the distribution of clicks between the first ten organic and paid search results. For each position, analyze the share of Organic vs. Paid clicks.
Tip: Use this table to inform your search strategy and decide whether you need to buy your way to the top of the search results or invest more in SEO to get to the top of the organic results.
3. Top Keywords in Category
The Top Keywords in Category table uncovers the top keywords in the selected category.
In the table, you can analyze:
Clicks: For the searched keyword, the number of unique clicks on products in the selected domain, category, and time frame. If a consumer clicked on the same product twice in the same 30-min session, it is counted as one click.
Organic vs. Paid clicks: For the searched keyword, the percentage of organic vs. paid clicks in the selected domain, category, and time frame.
Average Unit Price: For the searched keyword, the average unit price in the selected category and time frame.
Top Brand: For the searched keyword, the brand which received the most clicks in the selected category, domain, and time frame.
Top Brand Share: For the searched keyword, percent of clicks the top brand received in the selected category, and time frame.
Can I download the data to Excel?
Yes, there is a Download to Excel button at the top right corner of each graph.