Amazon launches ‘Rapid Retail Analytics’

What is Rapid Retail Analytics?

Rapid Retail Analytics offers vendors a real-time view of sales, traffic, and inventory data via API in order to track performance against those metrics throughout the day.

Why Does RRA Matter?

• Typically, Vendor Central retail analytics data updates with a 2-day lag. With RRA, brands can access hourly sales/traffic/inventory data in order to optimize their assortment and visibility in near real-time during tentpole events like #PrimeDay to hit targets.

 

1 + 1 = 3 w/ Amazon Marketing Stream & Rapid Retail Analytics

• 👉 Last year, Amazon launched Marketing Stream – a similar hourly API data stream, but for advertising metrics (ad traffic/conversion/spend/etc). With the combination of both Marketing Stream and RRA, brands will now be able to view hourly trends of sales and traffic metrics against media performance (think real-time budget allocation based on inventory, increasing paid traffic during periods sales are slow, etc.)

 

Any pitfalls for brands?

• While data is power, data also needs to be actionable. Similar to AMC, this should not just be a dashboarding exercise. If you are going to invest time and energy with RRA, make sure you have a POA to utilize the insights gained
• Actioning on real-time data in real time is hard. Things break. BUT… flexing these muscles now will pay dividends in the future