Product Placement Analytics

Is your bidding strategy sabotaging your placement performance? If you only look at your placement report in the ad console, you're missing half the story. You might see "Product Page ACOS is high" and decide to lower your bids across the board. That's a sledgehammer approach. The real power comes from crossing placement data WITH bidding strategy data. This is why we use bulk file pivot tables. Here’s a breakdown from a recent account audit: The Setup: We created a pivot table with Placement as the primary row and Bidding Strategy as the secondary row. The Hidden Goldmine 🎯: We immediately saw that Placement Amazon Business was a huge winner, delivering a ~16% ACOS with "Dynamic bids - down only." The clear action is to double down and push more budget there. The Core Insight: Look at "Dynamic bids - down only." For Product Page, it resulted in a 43% ACOS. But for Rest Of Search, that same strategy delivered an incredible 16% ACOS. This tells you the problem isn't just the placement itself—it's the combination of placement and bidding strategy. This level of detail allows you to make surgical optimizations, like shifting budget to more effective strategy/placement combos, instead of making broad changes that might hurt what's already working. What's the most surprising insight you've found when digging into your placement data?

What if your competitors were handing you a roadmap to their strategy? That’s essentially what Amazon’s Brand Analytics offers—if you know how to read it. Brand Analytics is more than just numbers; it’s a treasure trove of insights. Start with the Search Term Report. It shows top search terms and where your products rank, but the real gold is in seeing how your competitors are placed. Are they dominating specific keywords you’re ignoring? That’s your cue to optimize. Next, dive into the Market Basket Analysis. It reveals what customers are buying alongside your products—or your competitor’s. Spot a trend? Bundle or cross-sell to ride the wave. Finally, look at the Item Comparison and Alternate Purchase reports. They tell you who else is in your customer’s cart or stealing the sale. Analyze their pricing, reviews, and messaging. What are they doing better? Where do you have an edge? Use these insights to refine your strategy. Keyword targeting, product positioning, and even pricing can all benefit from this data. How do you leverage competitive intelligence in your eCommerce strategy?

Algorithmic merchandising was our catalyst for a 62% increase in revenue – with the same traffic. Here's our crazy experiment👇 We ran a crazy experiment over the last couple of weeks. While analyzing the data to find the next big growth lever for one of our longest-standing brands I’ve noticed something interesting. Over 32% of the site-wide traffic was hitting collection pages. Also, I identified some outperforming products (hidden champions) that were getting a lot of clicks even though they weren't in prime positions. On the other hand, some products that were getting the most impressions weren't performing as well. People stopped browsing more often when there were a lot of poor performing products in the visible space. So good products didn't even get a chance to be shown to many people. What if we could change the allocation of these products? – Give good products more visibility and bad products less. The challenge now was to find those outliers and position them accordingly. The real breakthrough came when I figured out how to use this data to improve product placement on collection pages. My approach went beyond just tracking clicks. I looked at several key metrics to get a full picture of how each product is doing: → CTR by position → Basket Rate → Purchase Rate: → 90-day Product LTV These 4 indicators were fed into RetentionX's machine learning process to generate a performance indicator that creates a score from 0-100. Products that weren’t performing as well in their current spots were moved to less prominent positions, freeing up space for the real stars — the products that were outperforming expectations. For the first time, our customer had a clear strategy for how to present their products, one that went beyond just gut feelings and good looks. They could now combine our automated insights with their own logic for sorting products—like aligning email campaigns with what customers would see on the site, push new arrivals and demote low stock items. The changes we made had a noticeable impact. Collection pages, which had been somewhat overlooked, suddenly became the go-to place to track what was happening with their customers and how their products were being perceived. The numbers told us we were on the right track, and remember this is a $40M+ brand: → 62% More Profit from the Same Traffic → 27% Additional Increase in Revenue → 23% Higher Conversion Rate → 12% Increase in AOV → 18% Increase in Basket Rates When we saw how well this approach worked, we knew we couldn't keep it to ourselves. So Merchandise Automation is now part of our RetentionX Core product. Read the full case study here: https://lnkd.in/dHh_Sbkp

One of the most loved sections of our reporting is the Performance by Placement, and I wanted to share it with you since it may help you like it has helped us 🙂 Seeing performance metrics across all Placements and all Ad Types over time gives us a clear picture of what's working and where to optimize. This is very helpful when developing and implementing strategies. As an example, some insights we can gain: - What has been the trend for CPC on Top-of-Search between Q4 and now? - What percent of my Ad Sales are flowing through Product Page Placements? - Are there any Placements that deserve more focus – that have a strong CVR, have a low CPC, and are getting a lower % of Ad Spend than I would have expected? The ability to quickly answer these questions is why this section of our report is so loved. To pull this data, I am using these two endpoints: - SP Placements: Campaign Performance report grouped by ‘campaignPlacement’ - https://lnkd.in/gvSm3yYt - SB Placements: Standard Report -  https://lnkd.in/gDpJCyzq I am doing a slight amount of renaming for some of the Placement values that the API provides, but overall, both reports are very straight-forward to work with. This directly dovetails into the post I made earlier with the newest update to SB Placement Modifiers: https://lnkd.in/gx3NKRfn. Any time these modifiers are easier to implement, strategy will also be more transparent to execute. If you need help getting started with reporting via the API, or just want to talk-shop, DM me! For more content on some other updates I’ve made to our reporting, check this post out on SP-API Data Kiosk: https://lnkd.in/gRmXfg6U Here’s another great reporting-focused post, where I focus on AMC: https://lnkd.in/g8bZRXWN #btrmedia #amazonppc #amazonads #retailmedia #adtech Amazon Ads Partners

𝗛𝗼𝘄 𝗰𝗮𝗻 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗟𝗲𝗮𝗱 𝘁𝗼 𝗦𝗺𝗮𝗿𝘁𝗲𝗿 𝗦𝗵𝗲𝗹𝗳 𝗣𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁 & 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 We are all about wanting to sell more, but a good Category Strategy is also about helping retailers be more efficient with shelf space at retail. Recently, we worked with a leading regional grocery retailer to analyze their specialty "snack" category, uncovering key insights: • 𝗦𝗵𝗲𝗹𝗳 𝗣𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁 𝗠𝗮𝘁𝘁𝗲𝗿𝘀 — premium brands were underperforming due to poor visibility. • 𝗚𝗿𝗼𝘄𝘁𝗵-𝗿𝗲𝗮𝗱𝘆 𝗦𝗞𝗨𝘀 𝗠𝗶𝘀𝘀𝗶𝗻𝗴 — despite strong national performance, high-potential items weren’t available in this retailer’s set. • 𝗨𝗻𝗱𝗲𝗿𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝗶𝘁𝗲𝗺𝘀 𝗮𝗿𝗲 𝘁𝗮𝗸𝗶𝗻𝗴 𝗩𝗮𝗹𝘂𝗮𝗯𝗹𝗲 𝘀𝗽𝗮𝗰𝗲 — leading to inefficiencies in category productivity. Using Category/Retailer level data to make recommendations, we helped the buyer see the value in adjusting shelf placement and considering a high-performing new SKU despite tight space constraints. 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁? "𝘛𝘩𝘦 𝘣𝘶𝘺𝘦𝘳 𝘪𝘮𝘮𝘦𝘥𝘪𝘢𝘵𝘦𝘭𝘺 𝘴𝘢𝘸 𝘵𝘩𝘦 𝘰𝘱𝘱𝘰𝘳𝘵𝘶𝘯𝘪𝘵𝘺 𝘢𝘯𝘥 𝘢𝘨𝘳𝘦𝘦𝘥 𝘵𝘩𝘦 𝘴𝘩𝘦𝘭𝘷𝘪𝘯𝘨 𝘢𝘥𝘫𝘶𝘴𝘵𝘮𝘦𝘯𝘵 𝘮𝘢𝘥𝘦 𝘴𝘦𝘯𝘴𝘦. 𝘛𝘩𝘦𝘺 𝘸𝘦𝘳𝘦 𝘢𝘭𝘴𝘰 𝘰𝘱𝘦𝘯 𝘵𝘰 𝘢𝘥𝘥𝘪𝘯𝘨 𝘢 𝘩𝘪𝘨𝘩-𝘨𝘳𝘰𝘸𝘵𝘩 𝘚𝘒𝘜, 𝘳𝘦𝘤𝘰𝘨𝘯𝘪𝘻𝘪𝘯𝘨 𝘵𝘩𝘦 𝘨𝘢𝘱 𝘪𝘯 𝘱𝘦𝘳𝘧𝘰𝘳𝘮𝘢𝘯𝘤𝘦." This is a great example of how Data + Collaboration unlocks growth opportunities. Where can we help you optimize?" #CatmanAnalytics  #CategoryManagement #RetailStrategy #CPGInsights #GrowthOpportunities