Marketplace Analytics: Your Multichannel Playbook for Amazon, eBay & Walmart

It’s pushing midnight. Your eyelids are staging a coup while you frantically hop between Amazon Seller Central, an eBay performance dashboard, a Walmart Seller Center export, and maybe even your D2C eCommerce store. Buried in that browser soup is the one thing that you actually care about… Which products actually made you money today?

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If endless CSV copy-pastes and fragile VLOOKUPs are your idea of a nightmare, it’s time to move to a Marketplace Analytics platform - seamlessly integrating all your marketplace and ads data into a single, profit-centred source of truth. Stick with me for the next ten minutes, and you’ll see why you need to be leveraging marketplace analytics, how omnichannel analytics unlocks a 360° customer lens, and how Conjura’s eCommerce analytics dashboard lets you slam those extra tabs shut and get back to growing your brand.

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What Is Marketplace Analytics (and How Does It Differ from Multichannel & Omnichannel Analytics)?

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Marketplace Analytics is the practice of collecting, cleaning and interpreting performance data from third-party marketplaces - think Amazon, eBay, Walmart Marketplace and Etsy - to answer questions like:

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• Which SKUs are profitable after fees and ads?
  
  
• What products are frequently bought together?
  
  
• Which search terms push my listings up (or down) the rankings?
  
  
• How do returns and refunds impact contribution profit by channel?
  
  

Marketplace Analytics sits inside the wider world of multichannel analytics, which collects data from every revenue channel you own - marketplaces and your DTC site, social commerce, even in-store POS if you have it. Multichannel analytics tells you, “Amazon delivered 62 % of yesterday’s orders, our Shopify store 31 %, and the rest came via eBay.”

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Go wider still and you meet omnichannel analytics: one stitched-together view of every customer touch point, from the TikTok that sparked discovery to the Shopify checkout that sealed the deal and the Amazon review that fuels loyalty. Omnichannel attribution answers, “Which piece of content pushed the customer across the finish line and how should we re-invest next month’s budget?”

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Why Unified Marketplace Analytics Is a Win

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Still merging exports in Excel? Then you’re battling five recurring challenges:

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1. Channel silos – Amazon calls it an ASIN, eBay a Listing ID and Walmart a SKU. Matching them manually steals hours.
   
   
2. Double-counted ad spend – Amazon Ads, Walmart Connect and Meta campaigns all chasing the same sale? Your true ROAS is a mystery.
   
   
3. Phantom profitability – Marketplace fees, FBA charges, refunds and advertising eat margin invisibly.
   
   
4. Slow decisions – By the time you consolidate yesterday’s numbers, today’s algorithm already shifted.
   
   
5. Human error – One mis-aligned column and your entire contribution-profit model implodes.
   
   

A purpose-built eCommerce analytics platform (like Conjura) fixes all five by:

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• Auto-syncing data every few hours, so you act on what just happened rather than last week’s history.
  
  
• Normalizing metrics into a common taxonomy - units, net revenue, ad cost, shipping, refunds - so team debates stop revolving around “Which column are we looking at?”
  
  
• Visualising SKU-level profitability with marketplace fees baked in, making unprofitable products impossible to hide.
  
  
• Surfacing proactive alerts like “Stop advertising SKU-123; margin below target” the instant they matter.
  
  
• Drilling into cohorts by customer geography, fulfilment type and more - no pivot tables necessary.
  
  

Hidden Dividend: Happier Humans

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Time saved isn’t just extra Netflix hours (I know you've been binging the latest Squid Games Season!); it’s creative capacity. Your team shifts from spreadsheet triage to growth projects - new product launches, influencer collaborations, that long-delayed expansion into the USA. Unified analytics isn’t only an efficiency play; it’s an innovation engine.

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Marketplace Breakdowns

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Amazon Analytics: Taming a beast!

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Conjura pipes Amazon Seller Central and Amazon Ads straight into the same dashboard, so every cent of revenue, fee and spend lives in one place. The metrics you can act on today:

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• SKU-level Contribution Profit (net of COGS, shipping, refunds, ad spend and Amazon fees) — shows the real cash left once the jungle takes its cut.
  
  
• Amazon Fee breakdown (commission, FBA fulfilment, return, storage, restock) — highlights fee creep and flags SKUs that slip into the red.
  
  
• Refund-adjusted margins — returns are written back to the original order date, keeping profit trends brutally honest.
  
  
• ACoS vs TACoS — the Amazon Ads connector ties spend to both ad sales and total sales, exposing campaigns that steal margin instead of lifting the pie.
  
  
• Sponsored-vs-Organic revenue split — ad-tagged orders reveal exactly how much of each ASIN’s turnover you’re paying for.
  
  

Master this five-pack and you’ll know which ASINs deserve fresh budget and which ones should bow out before Q4.

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eBay Performance: Profit First, Promoted Later

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Conjura ingests every eBay order that hits your Linnworks or Brightpearl feed, already stamped with its sales-channel tag. That unlocks:

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• Gross & Net Revenue, Units Sold and COGS per SKU - instantly separated from Amazon or DTC figures.
  
  
• Contribution Profit & Margin - calculated with the same formula you rely on everywhere else.
  
  
• Refund impact - because eBay buyers love a good return window too.
  
  
• Sell-through Rate & Stock Cover - so ops can replenish before listings go dark.
  
  

All the profitability insight, none of the CSV gymnastics - yet you can still export all this unified data for that quarterly board deck at the click of a button.

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Walmart Marketplace 🚀: America’s Fastest-Growing Channel, Already in Your Dashboard

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Walmart orders flowing through Brightpearl or Linnworks land in Conjura exactly like any other channel:

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• Revenue, Orders, Units, COGS and Shipping costs feed straight into the Product Table.
  
  
• Contribution Profit & Margin at SKU level keep you honest about two-day-shipping fees.
  
  
• Refunds and Misc. costs are mapped back to the original sale, so sudden return waves never blindside finance.
  
  

That means you can benchmark Walmart sell-through against Amazon and eBay, spot margin gaps, and double-down where growth is cheapest, all without opening Seller Center.

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Omnichannel Analytics in Action

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Picture a shopper who:

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1. Sees your Instagram reel.
   
   
2. Googles you and lands on Amazon.
   
   
3. Abandons cart, then two days later buys through your Shopify store after a Klaviyo email.
   
   
4. Re-orders on Walmart because it offers free 2-day shipping.
   
   

A siloed view might credit Meta, Amazon Ads or email, depending on the dashboard you check. Omnichannel analytics layers marketplace data, web analytics, CRM and ad platforms into one timeline, so you attribute revenue correctly and invest budget where it truly moves the needle.

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Cross-channel reality check: Amazon vs eBay, Shopify vs Amazon

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Because Conjura ingests every channel - Amazon, eBay, Walmart, Shopify, even your wholesale EDI feed into one common data model, you can slice any metric by Channel with a single filter. Want to know where a hero SKU is truly shining? Pull up a Contribution-Profit chart and compare Amazon to eBay side-by-side. Curious whether your Shopify discounting is cannibalising Amazon sales? Stack Shopify net revenue and Amazon TACoS on the same timeline and watch the story unfold.

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This apples-to-apples view matters because:

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• Optimized spend – Shift ad budget toward the channel that delivers the healthiest net margin, not just the highest top line.
  
  
• Inventory smarts – Replenish stock for the marketplace that turns units fastest, avoiding dead cash on slower channels.
  
  
• Promotion control – Spot price or coupon clashes that drag customers from a high-margin site (Shopify) to a fee-heavy one (Amazon).
  
  
• Strategic expansion – Identify untapped potential; if eBay margins beat Amazon on accessories, double-down there instead of chasing tougher Buy-Box wars.
  
  

In a nutshell, Conjura doesn’t just tell you how Amazon is performing - it shows you how Amazon stacks up against everything else you sell, letting you deploy time, stock and ad dollars where they earn the biggest return.

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How Conjura Delivers the Ultimate Marketplace Analytics

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Conjura plugs directly into Amazon, eBay, Walmart Marketplace, Shopify, Meta, Google Ads, TikTok and more via one-click OAuth connectors. Within hours you get:

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• Real-time multichannel analytics – Marketplaces, DTC and ads in one view.
  
  
• SKU-level ad-spend attribution – See TACoS and contribution profit per product.
  
  
• Automated actions – Increase Exposure, Reduce Stock, Stop Advertising—one click.
  
  
• Daily email snapshots – Omnichannel KPI digest with your morning coffee.
  
  
• Unlimited dashboards & users – Finance, merchandising and marketing each slice data their way.
  
  
• Root-cause drill-downs – Revenue dip? One click surfaces the exact SKU, channel and keyword behind it.
  
  
• Benchmark engine – Compare your metrics against anonymised peers to spot hidden weaknesses or bragging rights.
  
  

Under the Hood

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1. Ingestion layer grabs raw APIs, SFTP drops and flat files.
   
   
2. Data model normalises everything—orders, ads, fees, inventory.
   
   
3. Business rules engine tags, groups and enriches SKUs.
   
   
4. Action framework generates proactive alerts.
   
   
5. Visual layer & API push cleaned data to dashboards or your own BI.
   
   

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Five-Step Quick-Start Checklist For Conjura

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1. Connect marketplaces – Authorise Amazon, eBay, Walmart; live data in < 30 min.
   
   
2. Link ad platforms – Sync Amazon Ads, Walmart Connect, Meta, Google for true ROAS.
   
   
3. Sanity-check SKUs – Ensure colour/size variants map to the right parent.
   
   
4. Set profit targets – Alerts fire when spend or fees threaten margin.
   
   
5. Save & share dashboards – Finance (contribution profit), marketing (TACoS) and ops (stock-out risk).

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Get started with your free trial here.

Marketplace Analytics FAQ: Rapid-Fire Answers

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Do I need separate tools for each channel?
No. A unified dashboard like Conjura covers Amazon, eBay, Walmart and more in one place.

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How often should I check my Amazon analytics?
Daily for Buy Box %, returns and TACoS; weekly for broader trends. Conjura’s email snapshot handles the daily pulse.

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What’s the difference between multichannel and omnichannel analytics again?
Multichannel shows performance by selling channel; omnichannel stitches the customer journey across them.

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I sell on Shopify and Amazon only—do I still need Marketplace Analytics?
Yes. Shopify reveals web-store data; Marketplace Analytics shows how Amazon fees and ads impact true profit.

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How long does Conjura onboarding take?
Most brands connect data and map SKUs within one business day; actionable insights start flowing by Day Two.

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Close Those Tabs and Open Possibility

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You don’t need twenty browser tabs or a PhD in pivot tables to master multichannel selling. Start with Marketplace Analytics, graduate to omnichannel analytics, and run it all from one ecommerce analytics dashboard - powered by Conjura.

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Book your Conjura demo today for Marketplace Analyics.

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