Unlocking Seller Insights with Amazon’s Product Performance Spotlight

At Amazon Accelerate 2024, Vanessa Hung, Community Ambassador for Carbon6, sat down with Tengfei Qiao, Principal Product Manager at Amazon, to discuss one of the most exciting innovations for sellers this year: Product Performance Spotlight. 

Designed to bring ease and efficiency to sellers’ operations, this AI-powered diagnostic tool centralizes performance metrics, identifies trends, and provides actionable recommendations – all within Seller Central.

This new feature addresses seller pain points, delivers actionable insights, and simplifies decision-making, helping sellers grow their businesses with confidence.

Watch the full interview here:

Product Performance Spotlight: Making Seller Analytics More Efficient

The goal of Product Performance Spotlight is simple: help sellers save time while making better business decisions. This diagnostic tool provides:

• Sales Fluctuation Analysis: Automatically detects significant changes in product performance.
• Root Cause Identification: Uses AI to analyze factors like pricing, inventory, advertising, and search performance.
• Actionable Recommendations: Offers tailored strategies such as optimizing ads or improving product content.
• Benchmarking Tools: Compares key metrics like traffic and conversion rates against similar products or top competitors.

“The keywords for this tool are ease and efficiency,” explained Qiao. By automating processes and consolidating data, sellers can now focus on growth rather than administrative tasks.

Solving Real Problems for Sellers

For sellers facing unexplained performance drops, Product Performance Spotlight is a game-changer. 

Imagine you notice a 50% decrease in sales. Instead of combing through multiple dashboards and reports, Product Performance Spotlight will immediately identify:

1. The ASINs driving the fluctuation – pinpointing specific products that need attention.
2. Key metrics to address – whether it’s traffic, pricing, or conversion rates.
3. Recommended actions – such as enhancing A+ content, revising advertising campaigns, or adjusting pricing strategies.

By consolidating metrics and providing targeted insights, the tool takes the guesswork out of performance management.

Another standout feature of Product Performance Spotlight is its benchmarking capability. While sellers have traditionally relied on Best Seller Rank (BSR), Spotlight goes further:

• Compare sales, traffic, and conversions against cohorts of similar products.
• Identify areas where you’re excelling—or falling behind—based on traffic, conversion rates, or pricing.

This enables sellers to make more informed, competitive decisions.

What’s Next for Product Performance Spotlight?

One of the most valuable aspects of Product Performance Spotlight is its seamless integration with Seller Central. Sellers can act on recommendations directly within the tool, whether it’s launching a Sponsored Products campaign, adjusting prices, or optimizing content.

But the journey doesn’t stop with the initial launch. 

By the end of 2024, Product Performance Spotlight will feature 30+ metrics, with plans to expand further. Amazon is also exploring ways to make the tool more proactive, pre-identifying critical metrics for sellers to address.