Overview

Amazon has broadened the analytics and reporting tools available in Seller Central, now covering 19 international marketplaces. The rollout introduces new dashboards, recommendation engines, and testing utilities aimed at turning raw shopper data into actionable insights. Sellers who tap into these capabilities can fine‑tune listings, spot untapped product niches, and react to market shifts with far less guesswork.

Key Points

• Product Opportunity Explorer — Scans aggregated search and purchase trends to highlight completely new product categories; for example, a US‑based seller identified a rising demand for “reusable silicone food storage bags” and added the line before competitors entered the space.
• Growth Recommendations — Generates a prioritized to‑do list for each catalog, attaching an estimated revenue lift and effort rating; a seller in Germany received a suggestion to add enhanced images to a best‑selling ASIN, projected to boost conversions by 4‑6 %.
• Brand Analytics Dashboards — Offers nine visual reports grouped into four themes (customer engagement, repeat purchase, search performance, competitive positioning); a UK brand used the search‑keyword dashboard to uncover a high‑impression keyword with low click‑through, prompting a title rewrite that lifted traffic by 12 %.
• Business Reports Suite – Delivers real‑time revenue, traffic, and refund metrics for 22 marketplaces, with both account‑wide and ASIN‑level granularity; a seller managing 5,000 SKUs can now spot under‑performing items in minutes rather than hours.
• Manage Your Experiments – Provides an A/B testing engine that randomly serves two versions of a product detail page and reports conversion differentials; a Canadian vendor tested two bullet‑point layouts and found a 3.8 % lift for the version emphasizing eco‑certifications.
• Brand‑Tailored Promotions – Enables brand owners to issue exclusive discounts to followers or repeat purchasers, driving loyalty loops; a French cosmetics brand rolled out a 15 % “VIP” coupon to its subscriber list, generating a 9 % repeat‑purchase rate within two weeks.
• – Allows developers to pull any of the new reports programmatically, letting sellers integrate Amazon data into custom dashboards or external BI platforms; a US analytics firm now feeds daily traffic numbers into its client portal without manual export.