Amazon Analytics: How to Go Beyond Seller Central with Conjura’s Omnichannel Insights?

Selling on websites like Amazon or eBay can be a great way to not only reach new customers but also grow your business. These days, companies focus on having a variety of sales channels. And while Amazon is one of the most popular places where you can sell merchandise, Amazon analytics are not the best. Sure, you will have access to certain tools, but there’s no denying that there are limitations as well. In this article, we’ll learn how to access great omnichannel analytics while ensuring you have access to all the information you need with a tool like Conjura!

‍

What does Amazon Analytics provide out of the box?

‍

Amazon hands you three native data toys to play with, handy, but hardly a Swiss Army knife:

‍

1. Business Reports
   Think of this as your “quick-and-dirty” scoreboard: page views, sessions, units sold, basic conversion rate. Great for a pulse check, but it stops at the skin—no deep tissue insight.
   
   
2. Brand Analytics
   Here you’ll find click share, search frequency, customer demographics and the like. Useful, but only if you enjoy juggling spreadsheets to tie it back to actual profit. (We’ve seen nicer circus acts.)
   
   
3. Advertising Console
   ACOS, ROAS, CTR, impressions—metrics galore. Unfortunately, they live on a desert island, cut off from the rest of your P&L.

‍

Collectively these dashboards let you make decent day-to-day tweaks, but they ignore the financial heartbeat of your business and refuse to talk to one another. For strategy, margin control and cross-channel context, you really need all the data in one conversation - preferably in a tool that speaks fluent profit, not just clicks.

‍

What data are most growing brands missing?

‍

Even if you’re crushing the Buy Box or still figuring out how to spell “Fulfilment by Amazon,” one truth remains: you can’t scale what you can’t measure. Unfortunately, the native Amazon dashboards only tell half the story. Here’s where they leave you in the dark:

‍

• True profit, not just revenue. The standard view ignores the real-world costs of selling - shipping, returns, ad spend, referral fees, FBA charges, the works. That means your contribution margin per SKU is a mystery.
  
  
• Product-level ad attribution. Amazon will gladly spend your budget, but it won’t show you, at a SKU level, what each sponsored click actually delivered. Goodbye precise ROAS, hello guesswork.
  
  
• Halo and cross-sell revenue. When a shopper clicks on Product A but ends up buying Products B and C, that “halo effect” vanishes in native reports. You’re flying without radar.
  
  
• Customer lifetime value & CAC. Repeat-purchase behaviour, payback windows, cohort profitability, none of it surfaces in Seller Central. You’re left estimating in Excel (and nobody started an e-commerce business to spend quality time with VLOOKUP).
  
  
• Cross-channel context. Trying to benchmark Amazon against Google, Meta, or your Shopify store? Forget it, the data sits in separate silos.
  
  

All of those blind spots slow decisions and squeeze margins. That’s exactly why we built Conjura: to pipe every cost, click and customer back into one pane of glass, calculate profit down to the SKU, and reveal actionable insights (the kind that actually move stock, not just pretty charts). Plug the gaps, and watch decisions and revenue compound.

‍

What gaps do most Amazon sellers face?

‍

A lot of the time, Amazon sellers are left in the dark when it comes to some of the information that could help them. More specifically, they don’t have a true profit view after refunds, shipping, and fees. There’s also no way to track ad spending at the ASIN/SKU level. Not only that, but it becomes very difficult to measure the lifetime value or even the cohort performance. And lastly, it isn’t easy to compare your Amazon performance with other channels. Do you need to double down on Amazon, or is another platform delivering better results?

‍

Contribution Profit: The Amazon Metric That Pays the Bills (Literally)

‍

Contribution profit is what’s left after every variable cost - COGS, FBA fees, shipping, returns, ad spend, the lot has taken its bite out of your revenue. In other words, it’s the money you actually get to keep. Nail this number and you can decide, with conviction, whether to:

‍

• Pour more fuel on ads or slam the brakes
  
  
• Trim prices to win the Buy Box or nudge them higher to protect margin
  
  
• Double-down on hero SKUs or send the dead weight to the clearance bin

‍

Amazon’s native dashboards won’t surface that clarity, but Conjura will, down to the penny, by SKU.

‍

Why obsess over contribution margin? Because it strips away the sugar-coating. A flashy campaign can look like a winner on ROAS alone while quietly bleeding cash. By zeroing in on contribution profit, you’ll spot the high-LTV products that justify a thinner upfront return and expose the “too-good-to-be-true” ads that should never have left draft mode. In short, it’s the metric that keeps your growth ambitions tethered to real profit instead of vanity numbers.

‍

What Conjura adds: 6 exclusive Amazon analytics insights

‍

Amazon’s native dashboards stop at “nice to know.” Conjura pushes straight into “must-act-now” territory by stitching every cost, click and customer together in one view. Here are six exclusive lenses you’ll only find in our platform:

‍

1. Stock-Cover vs. Ad-Spend Heatmap
   See inventory days-on-hand plotted against live campaign spend and projected demand. One glance tells you where you’re torching budget on low-stock SKUs—or where marketing should step on the gas before you drown in surplus.
   
   

1. LTV : CAC by Customer Cohort
   Amazon hides payback windows; Conjura uncovers them. Track lifetime value for every shopper acquired on Amazon, benchmark it against Google, Meta or your Shopify store, and slice by cohort so you scale the winners—not the wallet-drainers.
   
   
2. Omnichannel ROAS
   Goodbye channel silos. Conjura unifies ad spend and sales across Amazon, paid social, search and email, then attributes every penny of revenue back to the click that caused it. Now you can compare true ROI apples-to-apples and pivot budget with confidence.
   
   
3. Halo & Cross-Sell Revenue
   Discover the sleeper SKUs that silently drive basket add-ons. Conjura tracks when an ad for Product A sparks sales of Products B and C, helping you identify hero listings, refine bundling strategies and stretch your ad dollars further.
   
   
4. Profit per ASIN (Down to the Cent)
   Drill into contribution margin by ASIN, channel, fulfilment method or region. Instantly spot margin killers, optimise pricing, or shift inventory to FBA vs. FBM—decisions you simply can’t make blind.
   
   
5. 12-Month LTV & Repeat RateFirst-order revenue is nice; months two through twelve are where profit compounds. Conjura monitors each cohort’s 12-month lifetime value and repeat-purchase rate, flags when payback slips, and reveals the products, campaigns or channels that turn one-time buyers into loyal fans—so you can double-down on retention while trimming the churn fat.

‍

‍

Why do omnichannel brands need unified reporting?

‍

Having omnichannel analytics is extremely important, even if you’re just accustomed to selling on Amazon. The truth is that you always want to focus on narrowing down info and details from all your channels, because you can avoid all kinds of issues. Omnichannel marketplace analytics can help in a multitude of ways, as follows:

‍

• No more double-counting – One sale, one source of truth. Your ad spend and revenue line up so ROAS isn’t a fairy tale.
  
  
• Shared-inventory clarity – Track how the same stock pool performs on Amazon, DTC, and anywhere else it shows up.
  
  
• Zero cannibalisation drama – See instantly whether your Amazon promos are stealing thunder (and margin) from your DTC store.
  
  
• Channel-by-channel profit – Understand exactly where money is made, or leaked, so you can re-route budget before it vanishes.

‍

Conjura gives you that single pane of glass, breaking down boundaries between operations, paid ads, DTC and Amazon. Set-up takes hours, not weeks, and once live you can:

‍

• Spin up granular performance reports—no spreadsheet gymnastics required.
  
  
• Catch anomalies like stock dips or sudden ACOS spikes before they snowball.
  
  
• Balance inventory across multiple warehouses and marketplaces with a couple of clicks.
  
  

In short: one platform, every datapoint, smarter decisions. Your future self (and your P&L) will thank you.

‍

Proof in the Profits

‍

Still on the fence about deeper analytics? One Conjura brand sliced its ACOS by 50 % and bumped contribution margin by 18 % without swapping a single product or reshuffling its channel mix. Net profit? Doubled. When every cost, click, and customer lives in one dataset, growth stops being a guessing game and starts becoming predictable math.

‍

Why are these native Amazon reports limited?

‍

The truth is that Amazon analytics are fine, but quite limited when it comes to the info that you need. When you use marketplace analytics, you always expect them to be very detailed and full of information. That’s not always going to be the case. You need to focus on narrowing down the best info, and Amazon’s reports are definitely lackluster a lot of the time.

‍

Additionally, they are siloed, so the customer data, fees, sales, and ads are in different dashboards. On top of that, you lack customizability, which can prove to be a problem here. And not only that, but you can’t access the inventory systems, nor any other platform. That means you will not have the opportunity to compare your Amazon sales with TikTok sales, Shopify sales, and the like. It might not seem like a lot, but it certainly becomes a problem.

‍

Also, Amazon doesn’t offer support for the contribution margin or LTV. Because of that, you’re running in blind when it comes to figuring out the profits, and it can definitely become a challenge to identify the most profitable solutions. With an omnichannel analytics tool, that becomes much easier. And of course, you have a better system in place for comparing Amazon sales with other platforms, too.

‍

One Dashboard to Rule Them All

‍

Conjura plugs those gaps in hours, not weeks:

‍

• Contribution profit per ASIN—down to the cent.
  
  
• Smart alerts flag price-elasticity wins, ACOS spikes, and low-stock panic before they hurt your P&L.
  
  
• Unified paid-media view spanning Amazon, DTC, and every ad channel you care about.
  
  
• Halo-sales tracking attributes cross-sell revenue to the ad that sparked it.

‍

The result? Fatter ASIN margins, leaner ad spend, and an omnichannel P&L that finally makes sense. 

‍

Are selling on multiple marketplaces? Explore our range of Marketplace Analytics connectors here.

‍

Give Conjura a spin and turn data gaps into profit gains.