Amazon Vendor Analytics Enhances Data Kiosk with New Customer Insights
Amazon has significantly upgraded its Vendor Analytics Data Kiosk dataset by introducing two powerful new metrics: customerReviews and customerReturnTopics. This update aims to provide vendors with deeper insights into customer feedback and return behaviors, enabling more informed business decisions across all marketplaces. The enhancements are designed to empower developers and vendors with granular data to better understand product performance and customer satisfaction.
Key Takeaways
- New metrics
customerReviewsandcustomerReturnTopicsare now available. customerReviewsoffers insights into review topics and their impact on star ratings.customerReturnTopicsdetails the reasons behind customer returns.- The
vendorCodeattribute has been added toGroupByAttributesfor enhanced aggregation. - These changes apply to all Amazon marketplaces.
Deeper Customer Review Insights
The customerReviews metric provides a wealth of information regarding customer feedback. It includes details on the most positive and negative review topics, as well as an analysis of which topics most significantly influence a product's star rating. This data is available at both the ASIN and browse node levels, allowing vendors to pinpoint specific product or category-level issues and successes.
Understanding Return Reasons
Complementing the review data, the new customerReturnTopics metric focuses on the reasons behind customer returns. This metric is available at the browse node level, offering vendors a clear understanding of why products within specific categories are being returned. This information is crucial for identifying product quality issues, improving product descriptions, or refining product offerings.
New Group-By Attribute for Vendor Analysis
In addition to the new metrics, vendorCode has been incorporated into the GroupByAttributes. This addition allows vendors to aggregate their analytics data by vendor code. This capability is particularly useful for businesses operating with multiple vendor codes, enabling them to analyze performance and profitability across different operational structures and identify trends associated with specific vendor setups.
Important Considerations for Data Usage
When utilizing these new customer feedback metrics, it's important to note that any request including customerReviews or customerReturnTopics must specify asin in the groupByKey. Furthermore, similar to the Forecasting and Catalog domains, these customer feedback metrics are not additive across time periods. This means that any date range specified in a query will not apply to these particular metrics, requiring a different approach to historical analysis.
Marketplaces and Affected Users
These enhancements are now live across all Amazon marketplaces. The changes directly impact developers who integrate with the Amazon Selling Partner API (SP-API) and are seeking detailed customer feedback and return data to provide to vendors. Developers can now leverage the Data Kiosk API to request these new metrics and gain a more comprehensive view of customer sentiment and product performance.