Amazon ASIN Pageviews Data: A Guide for Sellers and Vendors
As an ecommerce company, chances are the data you're most interested in when it comes to an individual product is sales data. How much is it selling? How much revenue is it bringing in compared to my other products? How profitable is it?
But there is other data that is also very important, especially when figuring out a product's conversion rate. The traffic that is coming through your Amazon product page can tell you a lot about the product itself, and give you clues on how to make more money. This guide will help you access this data and identify ways to use it effectively.
How to Access Amazon ASIN Pageviews Data
How you access Amazon website traffic depends largely on whether you are a vendor or a seller. Either way is fairly straightforward, however.
Vendors
To access this data in Vendor Central, you’ll go to reports. The data can be found in a number of different tables, listed below. Click on the link to read our Help Center entry on this table if you want to understand it better.
Sellers
If you’re a seller, the process is a little different, but not much. You’ll also navigate to reports, and you’ll find the data you’re looking for on two different tables. Once again, click the link for more information.
What’s the Difference Between Pageviews and Sessions?
The main difference between pageviews and sessions is that a session represents a visitor’s entire journey on your website, whereas a pageview is just one page during that visit. So if a user entered your site and navigated to five different pages on your website, that would represent one session and five pageviews. If a visitor found your product listing in a search, browsed it a little bit, and then left immediately after reading it without going anywhere else, that would be one session and one pageview.
So in a nutshell:
Session: A “session” is a unique user; this metric measures all of the activity of a user from the moment they visit Amazon to when they leave.
Pageview: A “pageview” is each individual page they view. So a session can include multiple pageviews.
So which should you focus on? It depends on what you’re trying to measure.
Amazon ASIN Sessions: Good for Understanding Conversion Rate
For the most part, sessions is the best metric to understand how many customers are converting. If you get one sale for every 20 sessions, that means your conversion rate is 5%; i.e., for every 20 people that are viewing your products, one of them is buying.
Amazon ASIN Pageviews: Good for Monitoring ‘Window-Shopping’
However, if you want to understand how much people are “window-shopping” with you, then pageviews might be the more important metric. By tracking your conversion rate when it comes to pageviews, it can tell you how many times someone has to view your products before they convert. (Note: For the most part, this is something only sellers can do, because on the vendor side you only have glance view data as opposed to sessions and pageviews.)
Related article: Amazon Glance Views: About Vendor Central Traffic & Conversion Data
How to Use Amazon Product Page Traffic Data
So what do you do with Amazon detail page traffic? Basically, it can provide you with very important insights about your products and your business as a whole.
Ecommerce companies that only pay attention to sales data aren’t getting the whole picture. Traffic is good for providing you with understanding how your product is growing, and where there may be opportunities for new products or product improvements.
Here’s an example of how you might put this into practice:
Problem: You have a product that isn’t selling well.
Investigation: You take a look at traffic metrics and learn that it’s actually getting more traffic than your popular products.
Insight: You decide based on this data that there is a market for this product you haven’t tapped into.
Research: You conduct research on the potential market to determine what wants/needs customers have.
Opportunity: You create a plan to improve an existing product or create a new product that matches customer expectations. This could be a brand new product or a simple tweak like a change in pricing.
How to Better Access This Critical Data
While businesses tend to focus on the top-line numbers with sales and revenue, it’s important to really study all of the data at your company’s fingertips. This isn’t always easy to do, because while there is a wealth of data, Amazon has not made it easy to access.
Fortunately, we have created a free whitepaper that you can download below that tells you how to better access this data.
READ MORE:
Turn Amazon Data into a strategic Asset
The breadth of Amazon sales, marketing, and supply chain data lets brands find patterns and insights to optimize their Amazon business and other e-commerce channels. But only if you have a plan for extracting the data from Amazon systems, storing it, and preparing it for analysis.
This guide will help you take ownership of your Amazon data—by preparing your business for a data-driven future, and analyzing the most common methods for extraction, automation, storage, and management.
