Optimizing growth with AMZ digital shelf analytics: uncovering trends and maximizing ecommerce potential

4 minute read

A better way to identify trends and uncover blind spots on Amazon

In this article, we’ll explore how to drive growth with omnichannel intelligence and leverage digital shelf analytics to maximize your ecommerce potential on Amazon. We’ll delve into the significance of Amazon, the importance of accurate online and offline data for products that are sold in brick and mortar too, and provide a case study to demonstrate the power of a comprehensive omnichannel view.

Table of Contents

Evolving metrics and the importance of granular data

CPG ecommerce metrics have significantly changed, making it crucial to obtain granular and accurate online and offline data. When discussing online data, it’s impossible to ignore the impact of Amazon. Understanding what to expect on AMZ is essential in comprehending the growth potential for brands and categories. This article will highlight the significance of leveraging data through digital shelf analytics to drive ecommerce growth.


The fragmentation and challenges of ecommerce

Ecommerce in general and Amazon in particular have presented a world of opportunities for shoppers, with a myriad of options available at their fingertips. From stocking up on large formats to subscribing to regular deliveries, convenience is king. However, from a business perspective, this fragmentation poses challenges. Managing multiple data sources and vendors while ensuring data quality and accuracy can be daunting. For CPGs, the task remains the same: understanding market trends and finding the best ways to activate growth for brands.


The full view: understanding shoppers and seizing opportunities

To tackle the complexities of the marketplace including pure players like Amazon, a comprehensive view is required. It’s crucial to understand consumer behavior, preferences, and purchasing patterns. By capitalizing on these insights a CPG can seize opportunities and drive growth. Obtaining a full picture of the marketplace is the key to confident decision making and successful business strategies.


The three new essentials in ecommerce

When optimizing for the entire ecommerce landscape, three things are now table stakes. First, complete confidence in both online and offline data and understanding how these two channels interact. Second, the importance of having accurate and reliable Amazon data, treating it on par with traditional retailers. Last, reliable digital shelf metrics to gain valuable insights for business growth.

Case study: optimizing a toothpaste brand's performance

Let’s take a closer look at a case study involving a toothpaste brand from a major CPG. While they had a decent understanding of their online and offline performance, one of their brands was not performing as well as the others. To diagnose the issue, we embarked on a comprehensive analysis.

Initially, we assessed the total market by considering both online and offline data. The significant growth observed online compared to offline highlighted the usefulness of a deeper dive. Understanding the overlap between online and offline data is crucial for accurate insights. The growth online indicated the need for the same level of granularity and confidence in the digital sphere as in physical stores.

Digging deeper, we explored the growth of various toothpaste brands online. Some niche brands were experiencing remarkable growth, demonstrating the potential success of targeted strategies. By identifying the specific consumer segments driving this growth, such as older individuals with dental issues or younger consumers interested in whitening products, the company gained valuable insights to inform their brand strategy.

The Amazon advantage: unleashing opportunities

No discussion about online data would be complete without acknowledging Amazon’s influence. Examining toothpaste sales revealed that Amazon accounted for over half of the online market share. Moreover, the growth on Amazon exceeded that of other online retailers. Amazon’s unique dynamics require a comprehensive understanding to effectively harness its potential. For the toothpaste brand, the competitors they initially focused on were only a small part of the picture.

Unveiling the potential of third party sellers on Amazon

Amazon’s ecosystem consists not only of first party sellers but also a vast network of third party (3P) sellers. Examining the category and understanding the presence of various brands necessitates a view that encompasses these third party sellers. When analyzing the toothpaste brand’s performance, it became evident that while they made some sales through 3P sellers, smaller niche brands were thriving in this segment.

Access to 3P data is often limited.  This data is not something most digital shelf providers provide.

A full view of what’s happening within Amazon is crucial to understand what’s occurring online and—by extension—offline, and that can only be achieved through a full view that encompasses 3P. 

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