When advertising and ecommerce teams share insights, everybody wins. Understanding how your products are performing on the digital shelf can significantly boost Amazon advertising effectiveness and Amazon sales overall. For example:
- Why continue running Sponsored Product ads if your product already organically ranks at the top of Amazon search results? That’s wasted budget; your product is already highly visible to shoppers.
- Why serve an ad to a customer who would have bought your product anyway, without the expensive reminder? It’s budget that could otherwise be spent reaching new-to-brand shoppers.
- Why market a product that is out of stock? You could focus on advertising products that are overstocked instead.
While this all seems like common sense, in reality, utilizing the data you need (Amazon sales data, stock levels, organic share of voice) to make better advertising decisions is not always easy or timely. When advertising performance and commerce data aren’t fully integrated, it can be more difficult to allocate budget efficiently and make well-informed decisions across your business. This lack of unified access can sometimes result in missed opportunities, inefficiencies, and challenges in optimizing sales and profitability. In this article we will explore:
- The key insights marketers can get from ecommerce or digital shelf data to boost Amazon advertising performance.
- How consolidated insights can increase profitability and uplift sales.
What are digital shelf insights and how do they support your Amazon advertising campaigns?
Digital shelf insights are obtained from automated, data-driven platforms like Pacvue Commerce. They inform you how your products appear to consumers, how they perform and compete across online retail platforms like Amazon. These insights help you continually improve sales on Amazon. They inform you about your product’s:
- Visibility: how well your ASIN ranks on Amazon’s search engine, and whether it’s succeeding in paid or organic search.
- Availability: whether it appears to be in stock.
- Price and promotions: the price that’s listed on Amazon, and the depth and timings of promotions.
- Reviews and ratings: quantity, quality and customer sentiment.
- Content accuracy: how well your content is optimized for conversion in accordance with Amazon’s digital shelf best practices.
- Sales and shopper analysis: sales of your ASIN, it’s performance against competitors, and the growth of the category as a whole.
- Buy Box analytics: Buy Box win/loss analysis, often with alerts that tell you when the Buy Box has been lost, why, and to whom.
These digital shelf analytics help you track your product’s presence in the digital equivalent of a supermarket shelf. They’re essential for supporting Amazon advertising campaigns, resulting in higher sales.
But that only works if the right teams have access to the right data at the right time.
Let’s take inventory data as an example:
- The marketing team needs to pause ads on out-of-stock ASINs
- The operations and supply chain team need to know when to restock
- The key account manager needs reliable historic) information to make accurate forecasts and increase purchase orders
When Pacvue’s Commerce and Advertising platforms are integrated, this data flows seamlessly across teams. The data is captured centrally and dashboards can be configured to extract the data to answer different questions for each team. Now, advertising teams can seamlessly combine commerce data to create more holistic insights, and vice versa.
Taking it one step further, Pacvue’s commerce operating solution uses automations and workflows to turn those insights into actions.
Let’s look at five practical ways ecommerce data directly boosts Amazon advertising outcomes.
Five eCommerce insights that immediately boost Amazon Advertising effectiveness
1. Create more relevant ad creatives using Amazon Ratings & Reviews insights
Digital shelf tools allow you to track reviews and ratings, or user-generated content, across your catalogue in real time. With Pacvue Commerce , you can also analyze the language, drawing insights and common trends from what your customers are saying about your product. You can use this insight to shape your ad creative, reflecting the most popular features or characteristics to resonate better with shoppers. For example, if reviews praise your product’s durability, highlight that feature in your Sponsored Brand or Sponsored Product ads.
2. Use path-to-purchase insights to engage with consumers where and when they shop
Pacvue’s integration with Amazon Marketing Cloud (AMC) allows you to analyze the full shopper journey, from first touchpoint to final sale, and all the way through to Subscribe & Save. These insights help you reach shoppers at the right time with the right message. Whether they’re browsing product listings, watching video ads or searching keywords, you can place relevant ads that have been proven to guide them to purchase. Also, by blending post-sales data in Pacvue’s reporting suite you can see which channels and ad types drive the most conversions.
3. Tap into Amazon eCommerce data to create automated bidding strategies for Amazon advertising
Pacvue’s automated advertising capabilities let you set rules based on real-time retail signals, such as stock levels, Buy Box status, organic share of voice, and sales velocity. This means you can automatically pause ads for high-ranking or out-of-stock ASINs, or ramp up ads on products that are losing organic search. You can also increase bids for high-margin products with strong conversion rates. Automation powered by ecommerce data ensures every penny works harder and it allows you to be more efficient in your Amazon advertising campaigns. Find out more about how Pacvue’s advertising automations save time and increase ROAS.
4. Improve forecasting with historic Amazon sales data
Historical sales trends help you predict demand, set more accurate targets and plan campaigns around seasonal spikes. Pacvue makes it easy to view sales and Amazon advertising performance side by side. This data helps you make more confident decisions on when to increase spend or shift your product focus, especially during retail events like Prime Day or Black Friday.
5. Focus on growth by understanding incrementality and profitability
Not all sales are equal. Pacvue helps you focus on incremental growth, or the sales driven specifically by your ads, not those that would have happened anyway. By tracking the true profit per ASIN, you can allocate spend where it drives the most impact. This shifts your strategy from pure volume to sustainable profitability.
How to measure incrementality in Amazon advertising campaigns
With Pacvue’s AMC integration, you can compare exposed vs. non-exposed groups across your campaigns. You can look at uplift in conversions, order values and repeat purchases among those who saw your ads. You’ll start to see which audiences are truly influenced by your media—and where to focus future investment. Find out how Pacvue’s new incrementality console helps you focus on growth.
How to work out profitability of my Amazon sales
Pacvue combines cost data, product margins, and ad spend to give you profit visibility at ASIN level. Custom dashboards make it easy to identify which products deliver profit, not just revenue, allowing you to double down on what matters and cut what doesn’t.
Smarter Amazon Advertising Starts with Digital Shelf Insights
Ecommerce data and insights are no longer a luxury—they’re essential for profitable Amazon sales and to boost Amazon advertising effectiveness. When teams use Pacvue to combine these insights with real-time commerce data, they gain the visibility, control and automation needed to make every ad dollar count.
Duracell partnered with Pacvue to optimize media and retail operations. By leveraging real-time retail signals, the brand improved profitability, eliminated the need for additional vendor funding, and drove sustainable growth. Pacvue’s real-time automations enabled a strategic catalog shift, helping the brand increase +700 bps in Net PPM%, +20% Buy Box ownership, reinvest funds into ads, and drive sustained profitability and growth.
With a centralized view of performance and product health, teams can stop wasting budget on out-of-stock products, reduce overspend on already winning products, and focus on what drives true growth—incremental sales and high-margin conversions.
Pacvue turns complex eCommerce data into clear, actionable insights and automated decisions. The result? Smarter campaigns, stronger ROAS, and better use of your advertising budget.
