🏷️ Brand Overview — ASIN Level

Dashboard link: https://app.emax-digital.com/brand-overview-market-insigths/asin-level

Overview

The ASIN Level sub-dashboard of Brand Overview is the most granular view in the Market Insights suite. It provides a detailed Product Detail Page (PDP) snapshot for every ASIN in your tracked catalogue — covering buy box ownership and pricing, competitive offer counts, category rank, ratings, availability badges, and listing content quality — for the past 7 or 30 days. Each ASIN gets its own row in a comprehensive scorecard table, and clicking an ASIN unlocks a set of trend charts showing how its buy box price, star rating, and category rank have moved over the last 31 days.

It is built for brand and category managers who need to answer: "Which of my products are losing the buy box, which are slipping in category rank, which have content gaps, and where is competitive pressure intensifying?"

What You Can See on This Dashboard

The dashboard is organised top-to-bottom in three blocks: Brand-level KPIs, the ASIN scorecard table, and per-ASIN trend charts (filtered by clicking a row in the table).

Section 1 — Buy Box Pricing & Offer Competitiveness (Brand View)

A summary of buy box pricing and the level of competition across all tracked detail pages for the selected brand, with period-over-period comparison.

Key metrics:

• Avg. Offers Count — Average number of competing offers listed across the brand's tracked detail pages. A higher number means a more contested buy box.

• Avg. Price — Average buy box price across all tracked products for this brand during the reporting period. Only prices from offers that held the buy box are included.

• Min Price — The lowest buy box price observed across the brand's tracked products in the period.

• Max Price — The highest buy box price observed across the brand's tracked products in the period.

Period-over-period changes are colour-coded in green (improvement), red (decline), or grey (no prior period available).

Visualizations: Four KPI scorecards.

Section 2 — Top 20 Buy Box Winners (Brand View)

Identifies which sellers are winning the buy box across the brand's tracked ASINs — useful for spotting unauthorised resellers or third-party sellers undercutting your own listings.

Visualizations: A pie chart of the top 20 buy box winners by occurrence count during the reporting period.

Section 3 — Bestseller Rank Distribution (Brand View)

Shows where the brand's tracked products sit in Amazon's main category rankings, both as an average and split across performance tiers.

Key metrics:

• Avg. Main Category Rank — Average Amazon Bestseller Rank across the brand's tracked products in their main category. A lower number means stronger category performance (rank 1 = best-selling product in the category).

• Top 100 — Share of the brand's tracked products with a Bestseller Rank between 1 and 100 (highest-performing tier).

• Rank 101 – 1,000 — Share of tracked products in the mid-tier rank band.

• Rank 1,000+ — Share of tracked products ranked beyond 1,000. A high share here may flag opportunities to improve listing quality, pricing, or advertising support.

Period-over-period changes are colour-coded in green/red/grey.

Visualizations: Four KPI scorecards with PP comparison.

Section 4 — ASIN Scorecard Table

The centrepiece of the dashboard: one row per ASIN in the selected brand, ordered by Offers Count (most contested listings first). This is where you go to triage problems at the product level.

Columns shown:

• Identification — Picture · Brand · Link to Amazon · ASIN · Parent ASIN · Product Title · Marketplace

• Competition — Offers Count · Bought Last Month · Main Category Rank · Main Category · Best Sub-Category (Rank)

• Buy Box — Currency · Buy Box Price · Price Trend (vs prior period) · Distinct Buy Box Winners · #1 Seller · Buy Box Share · Amazon Buy Box Share

• Availability & Badges — Is Available · Availability % · Prime · Amazon's Choice · Climate Pledge Friendly · Brand Store

• Reviews — Rating · Rating Trend · Amount of Ratings · Rating (±)

• Content quality — Content Score · Title Length · Images · Bullet Points · Has Video · A+ Content

Note: Clicking an ASIN row filters the trend charts below to that ASIN.

Section 5 — ASIN Detail Charts (Last 30/31 Days)

After clicking an ASIN above, the bottom section unlocks four per-ASIN deep-dive views.

Buy Box Share per Merchant (selected ASIN) — A pie chart showing which sellers held the buy box for the selected ASIN during the reporting period, ranked by occurrence count. Useful for confirming whether your own seller dominates or whether a specific reseller is winning the buy box.

Buy Box Price over Time — A line chart of the daily buy box price for the selected ASIN over the past 31 days. Spot price drops, volatility, or repricing activity.

Rating over Time — A line chart of the daily star rating for the selected ASIN over the past 31 days. Spot shifts in customer sentiment that may warrant a quality or content review.

Bestseller Rank in Best Category over Time — A line chart of the daily Bestseller Rank in the ASIN's best-performing sub-category over the past 31 days. A falling rank means the product is climbing — a useful proxy for short-term sales momentum.

Available Filters

Filter interaction notes

• Brand and Marketplace are dynamic. The available values are populated based on the ASINs you have uploaded for tracking. If a brand or marketplace is missing, no tracked ASINs exist there.

• ASIN selection in the table filters the trend charts. Clicking a row in the ASIN scorecard re-scopes the four bottom charts (Buy Box Share per Merchant, Buy Box Price, Rating, Bestseller Rank) to that ASIN only.

• Tag vs Auto Tag are independent and can be combined. Tag = your manually maintained labels; Auto Tag = system-generated classifications.

• Reporting Range affects all sections except the bottom trend charts, which always display the most recent 31 days.

Use Cases

1 — Triage buy box loss across the portfolio

You want to find which ASINs are losing the buy box to third-party sellers.

• Set Reporting Range = 30 days, select your Brand and Marketplace.

• In the ASIN scorecard, sort visually by Buy Box Share and Amazon Buy Box Share — listings where your own buy box share is low signal reseller pressure.

• Cross-check the #1 Seller and Distinct Buy Box Winners columns to identify the specific competitors.

• Click the most affected ASIN to open the Buy Box Share per Merchant pie chart and confirm the seller's share over the period.

2 — Identify content gaps for low-performing ASINs

You want to find listings where weak content may be hurting conversion.

• Open the ASIN scorecard and scan the Content Score, Images, Bullet Points, Has Video, and A+ Content columns.

• Cross-reference with Main Category Rank — ASINs with poor content and poor rank are the strongest candidates for a content refresh.

• Use the TAG(S) filter to scope to a specific product line if you want to prioritise within a campaign.

3 — Monitor pricing volatility on key ASINs

You want to understand whether a competitor is repricing aggressively on a hero product.

• Filter the ASIN dropdown to your hero product, or click it in the table.

• Open the Buy Box Price over Time chart and look for sharp drops or zig-zag patterns indicating active repricing.

• Compare with Buy Box Share per Merchant for the same ASIN — repeated price drops aligned with a third-party seller capturing buy box share point to a reseller war.

4 — Track review sentiment after a product change

You launched a packaging or formula update and want to know whether customer sentiment is shifting.

• Filter to the affected ASIN and open the Rating over Time chart.

• Watch the trend over 31 days for a step-change in star rating.

• Cross-check Amount of Ratings in the scorecard to see whether review velocity has changed alongside the rating.

5 — Spot rising stars (and fading ones)

You want to find ASINs gaining or losing momentum in their category.

• In the ASIN scorecard, look at Main Category Rank alongside its period-over-period trend.

• For climbing ASINs, click through to Bestseller Rank in Best Category over Time to confirm the trajectory and consider increasing advertising support.

• For falling ASINs, cross-check Rating Trend, Availability %, and Buy Box Share to diagnose the cause.

Limitations & Notes

• Tracked ASINs only. This dashboard only shows ASINs you have uploaded to the catalogue for tracking. Untracked ASINs — even if they belong to your brand — will not appear. Contact your emax digital account manager to add ASINs.

• Daily crawl basis. All metrics are based on a once-per-day crawl of Amazon's public product pages. Intraday price changes, brief buy box wins, or short-lived stockouts between crawls are not captured.

• Restricted price data. ASINs where Amazon does not display a price (e.g. age-restricted, region-restricted, or Add-on items) will show no price or sales-estimation values.

• "Bought Last Month" is Amazon's own metric displayed on the detail page. It is rounded and reflects Amazon's reporting, not your internal sales data.

• Reporting Range only affects scorecards and the table. The four bottom trend charts always display the most recent 31 days regardless of the Reporting Range setting.

• ASIN-level trends require a click. The Buy Box Share, Buy Box Price, Rating, and Bestseller Rank charts at the bottom of the page are not populated until you click a specific ASIN in the scorecard table — or apply the ASIN filter at the top of the dashboard.

• Best Sub-Category is dynamic. The "best sub-category" used in the rank trend chart is determined by the highest-ranked category observed in the most recent 30 days. If Amazon recategorises the ASIN, the comparison baseline may shift.

• Period-over-period only. Trend indicators on this dashboard compare the current period to the immediately prior equivalent period. Year-over-year comparison is not available at the ASIN level.