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.
💡 Tips for better results
Emma keeps the last 5 responses in its working memory during a conversation. If you want to re-request a report, KPI, or analysis, we recommend starting a new chat — this gives Emma a clean context and produces more accurate results.
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 data listed in the table below.
Beyond single-period figures, Emma can also analyse multiple periods together as a trend — returning statistics like the lowest period, the average, and the overall growth rate across a window you choose (day, week, month, quarter or year, up to 36 periods). This is what makes questions about seasonality or trajectory answerable. See "How to Get the Best Results from Emma" for how to phrase these questions.
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 |
|
Targeting |
Keyword, product, category and audience targeting performance, at campaign and ASIN level. |
Daily |
|
Campaign budget |
Your own Amazon Ads Console budget per campaign, including how much of it has been used. |
Daily |
Amazon DSP
Prerequisite: An active DSP connection in emax digital.
|
Level |
What it covers |
Available time periods |
|---|---|---|
|
Marketplace & Campaign |
Standard DSP campaign metrics. |
Daily, weekly, monthly, quarterly, yearly |
Targeting, product/ASIN-level and creative-level DSP data are not yet available — see the roadmap below.
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. |
|
Inventory health
Prerequisite: At least one active Vendor Central or Seller Central connection in emax digital.
|
Data |
What it covers |
Notes |
|---|---|---|
|
Current stock levels |
On-hand units per ASIN, open purchase order pipeline (vendor), and FBA vs. FBM fulfilment split (seller). |
Point-in-time snapshot — no historical trend. For period-over-period inventory analysis, use the Vendor & Seller data above. |
|
Sales-speed run rate |
Average daily sales velocity over the last 3, 7, and 30 days, used to calculate how long current stock will last. |
|
|
Stock health classification |
Each product is classified as Out of Stock, Critical Stock (< 3 days), Low Stock (3–7 days), Sufficient Stock, or Overstock (> 84 days) — the same thresholds used in the emax digital inventory dashboard. |
|
|
Time to action |
Vendor: days until a new purchase order needs to be placed to avoid a stockout, adjusted for vendor lead time. Seller: equivalent to raw days of supply. |
|
Example questions:
-
"Which of my vendor products are about to run out of stock?"
-
"Which seller ASINs are already out of stock on de?"
-
"What does my open purchase order pipeline look like for Germany?"
Content, reviews & pricing
|
Data |
What it covers |
Notes |
|---|---|---|
|
Content Score |
Absolute content quality score per ASIN, on a 0–100 scale. Available for both Vendor and Seller. |
Snapshot |
|
Content comparison |
Field-by-field comparison of your live Amazon listing (title, images, A+ content, bullets, etc.) against your own master content saved in emax digital. |
Tells you where your listing differs from your master — not whether content is missing on Amazon altogether |
|
Reviews & ratings |
Current average star rating, total rating count, and full star-rating distribution (1–5 star counts and percentages) per ASIN. Includes 7-day and 30-day trend deltas for both rating and rating count — so you can ask how a product's rating has moved recently. Available per marketplace and can be rolled up by category, sub-category, or parent ASIN. |
Sentiment analysis and written review text are not available. Star ratings only. |
|
Buy Box price & price deviation |
Your own Buy Box price and how far it deviates from your target/reference price. |
Who currently holds the Buy Box (competitor tracking) is on the roadmap |
|
Detail page status |
Whether each ASIN's detail page is currently live and purchasable. Distinguishes five states: online with a single Buy Box winner (normal), online with Buy Box competition, online with no Buy Box winner, offline (not purchasable), or forwarded (Amazon has redirected the page away entirely). Can be viewed per ASIN or summarised by marketplace, category, or sub-category — e.g. "which marketplace has the most offline ASINs?" |
Point-in-time snapshot — no historical status tracking. Covers both Vendor and Seller accounts. |
Good to know: Content, reviews, Buy Box and search-visibility data (below) only become available for a given ASIN or keyword once you've set up tracking for it in emax digital — even though the data source itself is live.
Market & competitive data
Prerequisite: emax digital must have an active scraping setup for the relevant marketplaces and categories. Data is only available for categories and keywords you have configured for tracking in emax digital.
This data comes from Amazon's publicly scraped search results and Amazon Brand Analytics — not from your own account connections. It covers both your products and competitor products.
|
Data |
What it covers |
Notes |
|---|---|---|
|
Bestseller rankings |
Rank, price, and rating of products appearing in your tracked Amazon bestseller categories — your own ASINs and competitors. Also available rolled up to brand and category level to show share of shelf. |
7-day and 30-day windows only. No historical trend. |
|
Keyword search demand |
Amazon Brand Analytics data: organic search-term demand, share-of-search, and branded vs. generic split across all brands in your market. |
Market-wide — not scoped to your account. Click and conversion share reflects only the top-3 results Amazon reports per search term. |
|
Keyword visibility |
How your tracked ASINs rank for your tracked keywords, across organic, Sponsored Product, and Sponsored Brand placements — alongside competitor ASINs in the same results. |
7-day and 30-day windows only. Covers only keywords set up for tracking in emax digital. |
Example questions:
-
"Which of my products are ranking in the top 100 in my tracked categories, and where?"
-
"Who owns organic search in my category — and how does my brand compare?"
-
"How do my ASINs rank for the keyword 'foam roller' — organic vs. sponsored?"
Platform alerts
Emma can access the pre-computed alerts the emax digital platform raises automatically — the same findings shown in the Key Insights feature. Instead of querying raw metrics, you can ask Emma what needs attention and get a structured summary across all alert categories at once.
|
Alert category |
What it covers |
|---|---|
|
Advertising |
Campaigns with over- or underspend vs. budget, ROAS outliers at campaign, ASIN, and keyword level, stopped campaigns, targeting and match-type suggestions. |
|
Buy Box & price |
ASINs where your Buy Box rate has dropped below 90%, new Buy Box owners, price deviations from your reference price. |
|
Content |
Listings where content score has fallen below 50, and field-level differences vs. your master content (title, bullets, images, A+, brand store link). |
|
Inventory |
ASINs at risk of going out of stock within 7 days (vendor and seller). |
|
Performance |
Revenue drops of 50% or more vs. the prior period. |
|
Product health |
Listings that have become non-buyable, broken variants. |
|
Visibility |
Share-of-voice changes. |
Example questions:
-
"What needs my attention right now?"
-
"Which of my campaigns are overspending?"
-
"Where am I losing the Buy Box?"
-
"Are any of my listings about to go out of stock?"
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
Search term reports and full Ads Management API data will give Emma more granular insight into keyword-level performance. Remaining DSP levels — Targeting, Product/ASIN, and Creative — are also planned, building on the Marketplace and Campaign level already live today.
Product & content intelligence
Rating trend deltas (7-day and 30-day) and full star-rating distribution are now available via Emma. Sentiment analysis — surfacing the substance of what customers are saying — remains on the roadmap.
Market & competitive context
Buy Box ownership (who currently holds the box) and Offer Listing data will complement the price data already available. Market Basket Analysis will add further market-level context to benchmark performance and spot competitive opportunities.
Advanced analytics
Further additions include Rapid Retail Analytics (hourly granularity), Repeat Purchase Behaviour, Goals tracking within emax digital, AMC integration, and Seller Monitoring 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.
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