Amazon Glance Views: About Vendor Central Traffic & Conversion Data
Glance view data is now available in Vendor Central for ARA Premium vendors.
For more than 20 years, Amazon’s traffic and conversion data was a closely-guarded secret. Amazon did not disclose to vendors how many page hits (“glance views”) their products received. This prevented vendors from understanding how much traffic each category gets, and how effectively that traffic is converted into sales by Amazon’s website.
In November 2020, Amazon finally made glance view and conversion data available in Vendor Central to all brands through Sales Diagnostic reporting. Brand managers have access to up to one year of glance views by ASIN by day, alongside order and shipment information. Here’s what you need to know about this critical metric, and what the data can tell you.
What Are Glance Views on Amazon?
Glance views in Amazon are how many times shoppers looked at a product detail page. This shows you the level of interest in a product, and also allows you to calculate the conversion rate of your products by determining what percentage of visitors to an Amazon product page ended up buying.
It can also tell you whether you need to improve your product detail page if it is failing to interest customers. A large number of visitors but relatively few sales could indicate that it is priced too high, has poor reviews, doesn’t have the right features, or some other issue. It’s a bellwether that indicates you need to make some improvements to that product, or at least the listing.
Read more: How to Increase Glance Views on Amazon
Amazon Vendor Central Conversion Rate: Key Old and New Data Metrics
For years, brands have guessed about their Amazon Vendor Central conversion rate. With glance views data, Amazon started providing some key metrics, but then removed some of them with their Amazon Retail Analyitcs relaunch in 2022. Here are some of the key metrics (both old and new versions) for calculating conversion rates:
Amazon glance views: The number of times customers visited your product detail pages.
Ordered units: The number of units purchased by customers. You can combine this data directly with your glance views data to come up with a basic conversion rate for each of your products.
Replenishable out-of-stock (Rep OOS) and procurable product OOS: Rep OOS was the old metric for the percentage of glance views you were ineligible to convert because of stock issues on procurable products. This metric was deprecated in the Amazon Retail Analytics relaunch – however, vendors can now use the procurable product OOS, found in the inventory report. Learn more in our guide “How to Use Procurable Product OOS for Amazon Vendors.”
Lost Buy Box (LBB): Another metric that was deprecated in the Amazon Retail Analytics relaunch, the Lost Buy Box was the percentage of glance views where someone other than Amazon was winning the Buy Box. Losing this metric was a big deal for vendors, as they heavily relied on it for key product insights. Learn more in our guide “How Vendors Can Analyze Traffic Data for Business Insight.”
Analyze Paid vs. Organic Traffic
Brands that advertise on Amazon can measure their campaign performance funnel using impressions, clicks, and attributed units. However, there are two important things you should keep in mind when you do this.
Treat sponsored product advertising clicks as paid traffic. Subtract clicks from glance views to estimate organic traffic.
Paid vs. organic comparisons are useful for benchmarking highly-targeted ad performance.
Learn How to Grow Your Business With Amazon Traffic Data
The Amazon Retail Analytics relaunch resulted in significant changes to what data can be found in Vendor Central as well as where it is stored – and all of that is detailed in our Help Center page “Retail Analytics relaunch, August 2022.”
This data is critical because it can help you build product detail pages that get results – or spot indications that there are severe problems with your product detail page. In fact, the latter can be such a big problem that we’ve created a guide to help vendors spot these red flags: “Product Detail Pages: The Biggest Mistake Amazon Vendors Make That Kills Traffic.”
For vendors who want to learn more about traffic overall and how it can help them increase their business, we have a detailed whitepaper available for free download: “Use Traffic Data to Grow Your 1P Amazon Business,” which is available for download below.
Read More:
Use Traffic Data to Grow Your 1P Amazon Business
This whitepaper offers a much more detailed discussion of Amazon traffic data. We created it for Amazon vendors who want to grow their business by making sound business decisions through key insights derived from traffic data. It includes everything you need to know about what glance views are, where to find this data, what insights you can gain by combining it with other VC reports, and what options are available if you don’t have time for manual data-gathering.
Download the free whitepaper: