Amazon has introduced a powerful new tool for sellers: the Metric Deep Dive dashboard. Тhis feature allows sellers to compare their ASINs’ daily performance metrics against competitors in the same niche. Sellers can analyze metrics such as Units Ordered, Ordered Product Sales, Page Views, and more, benchmarking their products against the 25th, 50th, 75th percentile ASINs, or even the top 10 ASINs. While Amazon keeps the specific competitor ASINs anonymous, the comparisons are based on similar products determined by catalog attributes and price.
This tool is a game-changer, offering sellers unprecedented insights into their market position and competitive performance. Here’s how it can benefit you:
Why This Tool Matters
- Understand Your Competitive Edge: See exactly where your products stand compared to other brands in your niche. Are you outperforming the average, or lagging behind the top performers? This clarity helps you strategize effectively.
- Track Sales During Events: Wondering how your sales stack up during Prime Day, Black Friday, or other key events? The dashboard shows if your performance outpaces the niche average, revealing your share of the market during high-traffic periods.
- Measure Promotion Impact: Running a Lightning Deal, coupon, or aggressive ad campaign? You can now see if these efforts are stealing sales or traffic from competitors, giving you concrete evidence of what’s working.
- Optimize Growth Strategies: If you’re increasing ad spend or tweaking pricing, the dashboard tracks whether these moves translate into growth relative to your niche, helping you refine your approach.
Practical Scenarios Where It Shines
- Spotting Customer Trends: By comparing metrics like Page Views and Sessions, you can gauge if your product is drawing more attention than similar ASINs. Low engagement? Time to tweak your listing or boost marketing.
- Evaluating Product Updates: Changed your images, title, or description? Monitor how these updates shift your metrics compared to competitors, providing real-time feedback on customer response.
- Setting Achievable Goals: Want to climb from the 50th to the 75th percentile in Units Ordered? Use the dashboard to track progress and adjust tactics - like pricing or ad placement - to hit your target.
- Stealing Market Share: During promotions, see if your sales spike while the niche average stays flat. This indicates you’re pulling customers away from competitors, a key sign of success.
How to Access It
- Log into your Seller Central dashboard.
- Navigate to the Business Report section.
- Select "Detail Page Sales and Traffic".
- Click on the child ASIN you want to analyze.
- You’ll land on the Metric Deep Dive dashboard, where you can start comparing your metrics.
Example
The Metric Deep Dive dashboard for one of the brands we manage shows our product’s daily sales are twice the average of the top 10 ASINs in its niche, according to the ‘Ordered Product Sales’ metric. The ‘Page Views’ metric indicates our product draws significantly more traffic than the niche average, suggesting strong visibility.
By comparing our performance to the top 10 ASINs, we learn our product has limited room for further sales growth, signaling that our marketing efforts may yield better results on other ASINs in our portfolio.
This approach helps identify when to shift focus to lower-hanging fruit or push the ASIN further based on its performance metrics.
Article was originally published on 02 June, 2025
