retail_analytics_traffic
The Retail Analytics Traffic table provides daily, weekly and monthly snapshots of valid traffic to your detail pages, when Retail is winning the buy box. Vendors use this report to monitor traffic to their products, calculate conversion rates, and understand the impact of advertising on total detail page traffic.
Amazon measures retail traffic in glance views. Every time someone visits your detail page, it counts as a glance view. For example, if a customer views or refreshes your detail page 10 times in a single day, it will count as 10 glance views.
Amazon tries to identify and remove invalid traffic originating from web scrapers and other bots. This may cause your traffic data to change over time as Amazon removes more invalid traffic or updates their algorithm.
Business questions & scenarios
What is this data useful for?
- Traffic monitoring: How many times did people visit our product pages?
- Conversion analysis: How well do our various product detail pages convert into sales?
- Advertising incrementality: What is the relationship between advertising-driven traffic, and the total traffic to my detail pages?
Schema & update details
UI Report path | |
Amazon update frequency | Daily, with 48-72 hour latency. Learn more |
Reason update frequency | Every 8 hours |
Time Zone | Country local time zone |
Granularity [?] | 1 row per:
- ASIN
- Date
- Period
- Program
- Distributor View |
Historical data & change management
Time Period | DAILY | WEEKLY | MONTHLY |
History available from Amazon [?] | 1095 days | 6 weeks | 36 months |
Reason lookback period [?] | 14 days | 2 weeks | 2 months |
Data dictionary: fields in this table
Table & data nuances
- Time periods may not match: All retail analytics tables are available at DAILY, WEEKLY, MONTHLY granularity. There may be Amazon-driven discrepancies between different granularities that Amazon has not explained. For example, if you compare WEEKLY data to the sum of the seven DAILY periods in that week, the total glance views may not be an exact match. We recommend using the highest-granularity data you can, to minimize discrepancies and stakeholder questions.
- Manufacturing only: This table ONLY contains data for the Manufacturing distributor view, because Amazon aggregates traffic by detail page regardless of which retail offer is winning the buy box.
- Amazon wants you to connect a product catalog. This table contains data by date by ASIN, but does not provide any product attributes like category, size, or even product title to help you identify or aggregate products. Amazon expects you to connect this table to a catalog/dimension table that maps ASINs to attributes, such as the Product Catalog table or our custom catalog upload.
How to query this table
Itâs important to filter this table by period to avoid duplication. This table also has programd and distributor_view, although there is no risk of duplication with these columns as for traffic data, they are always set to âAmazon Retailâ and âManufacturingâ respectively.
- Adjust dates as needed. The example query below will provide ASIN-level traffic data for March and April 2024 at the daily grain.
SELECT
_partneruuid
, date
, period
, program
, asin
, glance_views
FROM retail_analytics_traffic
where period = 'DAILY'
and program = 'Amazon Retail'
and distributor_view = 'Manufacturing'
and date_trunc('day',date)::date between '2024-03-01' and '2024-04-30'