Vendor Portfolio Analyzer Walkthrough

Find out which KPIs you can find in our Portfolio Analyzer Dashboard

1. Where to find the Dashboard

2. Filter Options

3. Portfolio Groups and Analysis

4. Table

5. Matrix

6. Identifying Products with Missing Key Metrics

Where to find the Dashboard 

You can find the Portfolio Analyzer by navigating to your Hub. 

In the Portfolio Analyzer, you can filter:

• Reporting Range - here you can choose between a monthly and weekly view
• Reporting Period - you can select the week or the month you want to look at
• Marketplace - select the marketplace you want to look at
• Category - you can apply the category filter to see how your defined categories develop over time 
• Tag - you can apply the tag filter to see how your defined tagged products develop over time 
• Subcategory - you can apply the subcategory filter to see how your defined subcategories develop over time 

• View by - you can choose to look into the analysis on ASIN, variant (Additional Parent ASIN), Parent ASIN, subcategory, and category level for more operational or more strategic analysis
• Alarm - you can choose to only look into the products that are affected by a certain alarm (Conversion rate dropped, glance views dropped, no advertising, OOS, A+ content missing, LBB > 10%, content basics missing, the price below RRP)
• Minimum Glance Views - you can choose to only look into ASINs that have a certain amount of glance views (in the selected time range)
• Portfolio Group - you can choose to only look into one specific portfolio group (see described below)
• Most ordered - for bigger catalogs you can also filter to look only into the top 1%, 10%, 20%, 50%, or all ASINs
• ASIN - you can also look into one specific ASIN

Portfolio Groups and Analysis

In the Portfolio Analyzer, we compare the Glance Views and the Conversion Rate of the different ASINs with each other to put them in the different portfolio groups. Working with these groups should help you prioritize the tasks for the different products and answers the questions on which products you should focus on and which tasks you should do to have the biggest impact on the overall performance.

Shelf Warmer

Compared to the other products in the portfolio, shelf warmer products own great visibility. However, the conversion rate is relatively low. Issues can be e.g. bad content, high OOS rate, or high LBB.

Stars

Compared to the other products in the portfolio, star products are the best products regarding their performance. They have great visibility as well as a high conversion rate.

Question Marks

Compared to the other products in the portfolio, question mark products neither have a high visibility nor a great conversion rate. Possibly it's a product at the very start or end of its product lifecycle on Amazon. If the products are not new or in the strategic focus they should not be focused on by you. 

Quick Buys

Quick-buy products have a huge potential to become star products. Compared to the other products in the portfolio, quick buys need fewer glance views to achieve high conversion rates. Issues can be e.g. not enough invest in ads or bad content.

Table

The table below splits the analysis above down into the view you selected (e.g. ASIN level), so you can see with the specific alarms (advertising, content, stock, price) where you should focus on for a product in a specific portfolio group.

Performance Drilldown

By clicking on the "Performance" Button you can dig deeper into the performance KPIs to see ASIN-level information for the advertising campaigns

Content Drilldown

By clicking on the "Content" Button you can dig deeper into the content to see ASIN-level information for the content needs

Matrix

This matrix visualizes the performance of your ASINs based on two key metrics: Glance Views Percentile (Y-axis) and Conversion Rate Percentile (X-axis). Each bubble represents an ASIN, with the size of the bubble indicating the relative sales volume or importance of the product.

What it shows:

• Glance Views Percentile: Measures how often a product's detail page is viewed compared to others. Higher percentiles indicate more visibility.
• Conversion Rate Percentile: Measures how effectively views are converted into purchases. Higher percentiles represent better performance in driving sales.
• Bubble Size: Represents sales volume or other specified KPIs, helping you prioritize impactful products.

What it is for:

This matrix helps you categorize your products into performance groups:

1. Top-right quadrant (High Glance Views & High Conversion Rate): These are high-performing products with excellent visibility and sales conversion. Focus on maintaining and scaling these.
2. Top-left quadrant (High Glance Views & Low Conversion Rate): These products get good visibility but struggle to convert. Consider improving listings (e.g., images, descriptions, or pricing).
3. Bottom-right quadrant (Low Glance Views & High Conversion Rate): These products convert well but need better visibility. Invest in marketing or promotions to increase exposure.
4. Bottom-left quadrant (Low Glance Views & Low Conversion Rate): Underperforming products needing attention across visibility and conversion improvements.

This strategic tool enables you to make data-driven decisions to optimize your portfolio's performance on Amazon.

Identifying Products with Missing Key Metrics

This section provides a summary of products that are excluded from the graph and table in the dashboard due to missing key metrics. Here's what each line means: