Brand and Category Benchmarking

How to use Benchmarking:

When creating a comparison, you can select from three benchmarking options:

1. Brand-to-Brand

Compare two or more brands directly to understand how they perform relative to one another across Amazon.

What you can do:

• Select multiple brands
• Filter by Amazon categories to narrow it down
• Benchmark metrics including Units Sold, Revenue, Product Views and CVR
• Analyze performance month by month or focus on a single time period

2. Category-to-Category

Compare two or more Amazon categories to understand differences in shopper demand and category performance.

What you can do:

• Select categories such as Electronics vs. Appliances
• Benchmark category-level metrics to identify areas of growth or seasonal patterns
• Evaluate Units Sold, Revenue, Product Views and CVR at the category level
• Uncover high-performing and emerging categories and compare where each market is heading

3. Brand & Category vs. Brand & Category

Compare how specific brands perform within specific categories. For example: Nike within the Sports Apparel category vs. Adidas within the Sports Apparel category

What you can do:

• Choose a brand and then the category you want to analyze it within
• Compare two brand–category pairs side-by-side
• Understand how brands compete within the same category, using metrics like Units Sold and Revenue
• Identify category-specific strengths and weaknesses

Understanding Benchmarking Metrics

Here are the key metrics used to help you compare brand and category performance:

Units Sold: Number of units sold by the selected brand, in the selected domain, and time frame

Revenue: Amount of revenue generated by the selected brand in the selected domain and time frame

Product Views: Number of unique product views for the selected domain, brand, 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 for the selected brand, domain, and time frame

Feature Location