This post covers Amazon Marketplace Product Guidance and how sellers can utilize it to get a better understanding of their brand's global demand, understand category metrics, and generate new product ideas through the new selection program. The Marketplace Product Guidance page covers global product demand, offering valuable insights into product demand in other countries, category insights with advanced performance data for categories and subcategories, and new selection recommendations for high-demand products not currently sold by you. The Marketplace Product Guidance includes the following tools: New Selection Program, Global Demand for your products, and Category Insights. These tools help sellers increase their sales by providing new product opportunities and showing sellers where there is global demand for their current products. This enhances the experience for Amazon's customers by providing them with broader choices for the products they are already seeking.
New Selection Program
The New Selection Recommendations page within Marketplace Guidance provides recommendations for existing products that have high-demand with low offer counts. These recommendations will be offered for categories that you already sell in. As a reseller, you can expand your catalog by listing recommended products. For New to Amazon recommendations, you will receive suggestions for similar products that are not currently being sold on Amazon. These recommendations are ranked based on audience demand. The following data points are included when filtering and sorting recommendations:
Product name: A quick link is included redirecting to the Amazon product page.
Parent product: The parent product is a non-buyable product used to relate child products.
Date first available: The date on which the product was posted in the Amazon store for sale.
Opportunity score: An opportunity score is a tailored product rank unique for each seller, derived from the predicted demand for the ASIN recommendations in the international stores. The opportunity score ranges between 750 to 1000. The higher the score, the more we believe there is a higher demand for the product in the respective store.
Sales forecast: Estimates opportunity for each ASIN in the store, in terms of potential units sold in upcoming six months which is predicted at ASIN level and not at the seller level.
Feedback: Allows you to provide feedback for products individually or in bulk using like/dislike buttons at the end of the table. Once a recommendation is disliked, the rejected recommendations will be snoozed for 30 days before they get surfaced again. This feedback will be used to analyze and provide more accurate recommendations.
Download product list: The ASIN recommendations can be downloaded as a excel file. The file will contain the data such as Brand, Opportunity Score, Sales Forecast, Offer Winning Price, Number of Offers, Demand, Ratings, Category and Product type.
The New Selection Program recommendations are for sellers already operating in the US, the UK, Germany, and Japan markets. As a brand owner, you can leverage the New Selection Program to identify gaps in the market for high-demand, low-competition products that you can develop and list under your brand.
Global Product Demand
The Global Product Demand page is great for sellers who are seeking global expansion. The Global Demand page gives you access to get a better understanding of where your products have global demand. When navigating the global demand page you will see a personalized list of products from your existing catalog and similar ASINs from the US market which have demand in other international stores. This is valuable information if you are considering an International expansion on Amazon. The following data points are included when filtering and sorting recommendations:
ASINs with 0 offers: ASINs that are new to the store and have no current active offers are grouped under this category.
ASINs with at least 1 offer: ASINs that are either sold previously or have similar offers from other sellers in a store are grouped under this category.
Opportunity score: An opportunity score is a tailored product rank unique for each seller, derived from the predicted demand for the ASIN recommendations in the Amazon stores. The opportunity score ranges between 750 to 1000. The higher the score, the more we believe there is a higher demand for the product in the respective store.
Sales forecast: An estimate for the demand of recommended products is created by comparing them to other products with similar characteristics. It is done at an ASIN level and can be influenced by existing or new offers from all sellers in the store.
Downloadable product list: You can download the shortlisted ASIN recommendations in an offer creation template format. You can also update the SKU, offer price, quantities, condition-type, and condition-note in the template.
Feedback: Allows you to provide feedback for products individually or in bulk using like/dislike buttons at the end of the table. Once a recommendation is disliked, the rejected recommendations will be snoozed for 30 days before they get surfaced again. This feedback will be used to analyze and provide more accurate recommendations.
Global Demand for your products is currently only available in the US market. You must have a score of more than 0 gross merchandising sales (GMS) in the last 12 months. If you've been selling on Amazon for less than 12 months, then the GMS criteria is not applicable. There should be demand for the ASINs that you are selling in the source store. Only FBA ASINs in your source store catalog are considered for recommendations.
Category Insights
The Category Insights tool provides insights into understanding audience demand, competition for a product, and how to enhance its performance by offering advanced metrics such as Return Ratio, number of new brands, advertisement spend, and more. The category insights tool can also help you evaluate how well you are doing against competitors in your category that sell similar products. The recommendations include the following data points:
Performance: Allows you to analyze various metrics under demand such as units sold, glance views, return ratio, and search-to-purchase ratio over trailing 30 days, 6 months, and 12 months, based on the filters applied for the browse node.
Units sold: The number of units sold in the selected browse node in last 30 days.
Glance views: The number of page visits for all ASINs in the selected browse node in last 30 days.
Return ratio: The number of units of products returned vs the total unit purchases in the selected browse node in last 30 days.
Search-to-purchase ratio: The number of ASINs purchased vs the number of ASINs shown in search in the selected browse node in last 30 days.
Time period: Allows you to choose either 30 Days, 6 Months, or 12 Months for demand and offer depth metrics.
Offer and selection metrics: Allows you to use these indicators and understand offer depth and opportunity in the category.
Star ratings: The count of ASINs with a sale grouped by their average star rating.
Number of sellers: The number of sellers offering products in the selected browse node.
Number of ASINs: The number of unique ASINs offered in the selected browse node.
Offers per ASIN: The average number of offers per ASIN in the selected browse node.
Features: Allows you to check top product features ranked by most purchases indicating feature-level demand in the store.
Favorite features: Allows you to add features that you prefer to the favorite features list.
The Category insights tool is currently only available in the US, the UK, Germany, and Japan markets. This tool is available to brand registered and non brand registered sellers.
Frequently Asked Questions - FAQ Understand Product Demand with Amazon Marketplace Product Guidance
What are the 3 tools under Marketplace Product Guidance?
The 3 tools under the Marketplace Product Guidance include Global demand for your products, New Selection Recommendations, and Category Insights.
Why should a seller utilize the Amazon Marketplace Product Guidance tools?
Sellers should utilize the Amazon Marketplace Product Guidance tools because they help you to explore, assess, and seize the opportunities for successful global and domestic catalog expansion.
What is the New Selection Recommendation tool?
The New Selection Recommendation tool provides recommendations for existing products that have high-demand with low offer counts, that you could consider selling on Amazon.
What is the Global Demand tool?
The Global Product Demand page is great for sellers who are seeking global expansion. The Global Demand page gives you access to get a better understanding of where your products have global demand.
What is the Category Insights tool?
This tool provides insights into understanding audience demand, competition for a product, and how to enhance its performance by offering advanced metrics such as Return Ratio, number of new brands, advertisement spend, and more.
Who has access to the Marketplace Guidance Tools?
Both brand registered and not brand registered sellers gets access to these tools. The Global Demand tool is currently only available in the US market. The Category insights tool and New Selection Recommendations tool is currently only available in the US, the UK, Germany, and Japan markets.
Conclusion
Understanding and leveraging Amazon's Marketplace Product Guidance is crucial for sellers aiming to expand their businesses globally and develop new products that already have customer demand. The three tools: Global Demand for your products, New Selection Recommendations, and Category Insight, provide insights to assess and capitalize on opportunities for both global and domestic expansion on Amazon. Both brand registered and non-brand registered sellers have access to these Marketplace Guidance Tools. When selling on Amazon, it is important to use every Amazon Reporting tool that can help you gain an advantage over your competition. If you have questions about how your business can better leverage Marketplace Product Guidance, contact us through the contact us button below to start a conversation.
About the Author - Albert Podshivaylov
This post was written by Albert Podshivaylov, an Account Manager at Goat Consulting. Albert helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. Albert has experience and expertise in understanding product demand on Amazon for his clients by utilizing the Marketplace Product Guidance tools. If you want help understanding global demand, new selection recommendations, or category insights; or other aspects of selling on Amazon, Albert is happy to lead your account.
Amazon Tool Recommendation Disclaimer: Recommendations on this tool are intended to provide selection guidance. Amazon does not guarantee the accuracy of the calculations or data, and does not guarantee any particular outcome for your business in following the product recommendations. Please note that you are responsible for ensuring that your products and listings comply with all laws and regulations applicable in each country and with Amazon policies at all times.