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Spreetail has launched Brand Benchmark, a competitive intelligence dashboard for brands selling on Amazon. The tool is available to the company's brand partners through its Smart Shelf retail operating system.
It is designed to show brands how they compare with rivals across five sales drivers on Amazon: findability, conversion, price, inventory and market share.
According to Spreetail, Brand Benchmark assigns percentile-ranked scores using more than 20 underlying metrics and draws on a searchable dataset covering the top 400,000 Amazon US brands. Its artificial intelligence models track factors including competitor traffic, advertising, promotions and pricing to identify which changes are linked to market share movements.
The launch expands Smart Shelf, Spreetail's in-house software system for its merchant teams and brand partners. The dashboard is intended to address a common problem for brands: they can track their own sales and profits, but often have less visibility into competitor activity.
Features include a brand scorecard, custom competitor selection, daily alerts, email summaries and a historical timeline showing what drove changes in market share over time. Spreetail's merchant team also uses the tool to advise partners on their competitive position.
Josh Smith outlined the rationale for the product at launch.
"Brands have insights into their own sales and profits, but they often don't have visibility into the dozens of factors that are affecting their competitive position on Amazon. And if they did, sifting through the data to separate signals from noise would be a full-time job," said Josh Smith, Chief Technology Officer at Spreetail.
He added: "Brand Benchmark does all that for them. It closes the gaps in their data, erases blind spots and provides insights that give them clear next steps to improve their competitive positioning. Most Amazon analytics tools hand sellers a dashboard and leave the interpretation to them. Brand Benchmark attributes a change in share to a specific competitor lever, whether that is a price cut, a new promotion or an ad push, so brands know exactly how they should react."
Market context
The dashboard reflects growing demand for software that helps marketplace sellers understand not only their own performance, but also competitive shifts within large retail platforms. On Amazon, changes in ranking, availability, paid promotion and pricing can quickly affect product visibility and revenue.
Spreetail focuses on large and durable goods sold across eCommerce marketplaces. Smart Shelf is embedded in its retail and fulfilment operations and is provided without charge to brand partners.
The business also said it now handles more than USD $1 billion in gross merchandise value each year and ranks among the top five sellers on Amazon, Walmart and Target. It operates across more than 20 sales channels globally.
A self-service version of Brand Benchmark is planned for a later release. For now, the current version is already being used within Spreetail's merchant operation to support brand partners with data-led recommendations.
The launch adds a competitor view to Smart Shelf's existing tools for pricing, listings, advertising and delivery. The new dashboard is centred on identifying what is moving market share within Amazon categories.