O Captain, my Captain! How to use ARA?
Picture this: You are the captain of a giant ship. Let’s call it the “AMZ Vendor.” The moment you sail out of the safe harbor, you’re on the wide-open sea. The sea is the marketplace, the weather is your competition, and the customers come at you in waves, sometimes calm, sometimes stormy. The problem? The sea is wildly unpredictable. Prices fluctuate, order rhythms suddenly shift, and sometimes your best-selling products simply vanish from view. So, what do you do? Close your eyes and hope for the best? Pray no iceberg is coming your way? Of course not. You’ll use radar. A tool that tells you what’s happening and when you need to act. That radar is Amazon Retail Analytics (ARA). But what exactly is ARA, and how can you use it to steer your business safely through these turbulent waters?
What is ARA?
In short: ARA (Amazon Retail Analytics) is Amazon’s analytics tool specifically for 1P vendors. Businesses that sell directly to Amazon. It gives you insight into sales, inventory, customer trends, returns, and even product profitability. Think of it as a 360° view of your ship’s deck.
In the past, there were two versions: ARA Basic (a free standard package) and ARAP Premium (a paid upgrade). Since 2022, Amazon has merged all of these features into one. Everything is now available in a single, free package.
What reports are available in ARA?
Click on image to zoom in
Why should you use ARA?
More than 80% of successful Amazon vendors actively use ARA at least once a week to catch problems early and seize opportunities. And it makes sense: those who monitor their numbers keep revenue steady, manage stock more efficiently, and stay visible on the marketplace.
All in all, ARA is the radar you can’t sail without.
How should you use ARA?
- Link the data: Looking only at sales is like staring through a porthole. Combine sales, inventory, traffic, and forecasts for the full picture.
- Check it regularly: A captain doesn’t turn off the ship’s engine daily. Hence, check ARA daily or at least weekly.
- Use forecasts as your compass: Don’t rely only on gut feelings the forecast data gives you a far better clue as to when to increase stock or push marketing.
ARA Basic vs. ARA(P) Premium
Then and now
| Feature | ARA Basic | ARA(P) Premium |
|---|---|---|
| Data Coverage | Standard reports | more detail (e.g. demographics) |
| Forecasting | Basic | Advanced models |
| Profitability | Net PPM basics | More detailed margin data |
| Marketing Insights | Sessions, Buy Box, Conversions | Extended with ad performance |
| Team/ Multi-Market User | Limited | Better for global management |
Today, all essential functions are included for free. If you want deeper margin analysis or multi-market management, third-party tools like AMVisor are often worth considering.
Why add another tool alongside ARA?
ARA is a solid foundation, but tools like AMVisor give you even more detail and reporting possibilities.
- Early warning alerts: Instant notifications if inventory runs low, traffic drops, or the Buy Box is slipping.
- Detailed profitability breakdowns: Clear explanations of Net PPM with full cost transparency and ROI tracking at the ASIN-level.
- Cross-Country analytics: Easier international management and teamwork features.
- Automated reporting: Less time on routine tasks, more time for strategy.
- Benchmarking and simulations: Compare with competitors and test “what-if” pricing or order scenarios.
Conclusion
No more excuses! Get on the dashboard. You now know why Amazon Retail Analytics is essential for every 1P vendor. It provides clarity, warns you of pitfalls, and helps you steer your vendor business confidently. And with the right complementary tools like AMVisor, you’ll add even more flexibility, efficiency, and profitability.
Cast off the ropes, Captain! May your “AMZ Vendor” always stay on course.
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