🧪 Emma is currently in beta
The AI Assistant is available to selected test users only. If you do not see the assistant icon in your navigation bar, your account has not yet been enabled. Please contact your emax digital account manager to request access.
Emma works with data in two distinct ways: it can read and interpret anything currently visible on your screen, and it can retrieve structured data from your connected Amazon accounts on request. This article explains both, and gives a high-level overview of what additional data sources are coming next.
How Emma accesses data
The diagram below shows how both access modes work — both rooted in the emax digital data layer, but with different levels of access and different triggers.
Context awareness — what Emma sees on screen
Emma has awareness of the emax digital Product Performance board — the data visible in the ASIN table, charts, and filters as configured by the user. This includes data from Vendor Central, Seller Central, SPA, DSP, and scraped sources (such as Content Score and Buy Box data) — everything that the Product Performance view surfaces. Emma can read and interpret this directly without any additional prompt.
You do not need to copy or paste data manually. Simply describe what Emma should look at, for example:
Use the product performance table on screen and summarise the top 5 ASINs by revenue.
Context awareness requires no additional setup beyond what is already configured in emax digital. If data is visible in the Product Performance board, Emma can work with it.
Prompt-retrievable data — what Emma can load on request
In addition to what is on screen, Emma can retrieve pre-calculated data directly from your connected Amazon accounts via prompt. This data is structured, pre-aggregated, and available across multiple dimensions and time periods — including combined metrics such as TACOS that cannot be pulled directly from Amazon consoles.
The key differentiator versus the Product Performance board is daily granularity: prompt-retrieved data is available at a daily level, which is not yet available in the board view. Emma can only access a defined subset of the emax digital data layer via prompt — the AI Skill enabled data listed in the table below.
Currently available data
Amazon Sponsored Ads (Amazon Ads API)
Prerequisite: An active Amazon Ads API connection in emax digital.
|
Level |
What it covers |
Available time periods |
|---|---|---|
|
Campaign |
Campaign report-level data from Amazon Sponsored Ads (SPA). Covers standard campaign metrics across all active and historical campaigns. |
Daily, weekly, monthly, quarterly, yearly |
|
ASIN |
emax digital-aggregated ASIN-level data combining Advertised Product, Purchased Product (SPA), and Product data (DSP) — equivalent to the Product Performance view in emax digital. These are pre-calculated cross-source metrics not directly available from Amazon consoles. |
Daily, weekly, monthly, quarterly, yearly |
Vendor & Seller (Vendor Central / Seller Central)
Prerequisite: At least one active Vendor Central or Seller Central connection in emax digital. Emma can only access data for accounts that are connected.
|
Dimension |
What it covers |
Available time periods |
|---|---|---|
|
Marketplace |
Each country for which a Vendor Central or Seller Central account is connected in emax digital. |
Weekly (Sunday–Saturday), monthly, quarterly, yearly |
|
Category & Sub-Category |
Custom category hierarchies defined by the user in the emax digital Vendor or Seller Catalog. These are user-defined structures assigned at ASIN level — they may differ from Amazon's own categorisation and are designed to enable analysis that better reflects the brand's own product portfolio structure. |
|
|
Parent ASIN |
Product family grouping as configured in the emax digital catalog. |
|
|
ASIN |
Pre-calculated metrics at individual product level. Includes combined metrics such as TACOS, which merges Vendor or Seller Central sales data with Amazon Advertising data — calculations that are not directly available from Amazon consoles. |
Data availability
How quickly data is available in Emma depends on the source. Amazon APIs deliver data on different schedules, and Emma reflects those upstream timings.
|
Data source |
Typical availability |
Example (today: 10 June) |
|---|---|---|
|
Amazon Ads API (SPA) |
Data for the previous period is typically available within ~1 hour of the period closing. Emma should have yesterday's data available today. |
Data available up to and including 9 June |
|
Seller Central |
Data for the previous day is typically available today. |
Data available up to and including 9 June |
|
Vendor Central |
Many Vendor Central metrics are only available 72 hours after a period closes. Emma will typically have data up to the most recent completed Saturday. |
Data available up to and including 7 June (Saturday) |
Data availability is subject to the upstream Amazon API. Delays or gaps in Amazon's own reporting will be reflected in what Emma can access. If data appears unexpectedly incomplete, check the connection status in emax digital or contact your account manager.
What's coming next
The data available to Emma will expand significantly over the coming months. The roadmap below groups planned additions into four themes.
Advertising depth
Sponsored Products targeting data, search term reports, and full Ads Management API data will give Emma granular insight into keyword and targeting performance — down to individual search terms and targeting types. DSP data across all levels and granularities is also planned.
Product & content intelligence
Emma will gain access to PDP content data, Content Scores per ASIN, and Reviews & Ratings at ASIN and marketplace level. This will allow Emma to connect advertising and sales performance with content quality and customer sentiment in a single analysis.
Market & competitive context
Buy Box and pricing data (both scraped and from Offer Listings), Search Terms & ASFR, Visibility / Share of Voice, and Market Basket Analysis will give Emma the market-level context needed to benchmark performance and identify competitive opportunities.
Advanced analytics
Further additions include Rapid Retail Analytics (hourly granularity), Repeat Purchase Behaviour, Goals tracking within emax digital, AMC integration, Seller Monitoring data, and AI-generated Key Insights — a layer of summarised, proactive analysis built on top of all available data.
The roadmap reflects the current planning status and is subject to change. ETAs and sequencing will be confirmed as development progresses. For the latest status, contact your emax digital account manager.