Why doesn’t the Buy Box in Analytics match Amazon’s?
If you compare a single day in Amazon to a single day in Kapoq, the buy box numbers should match exactly. However, as soon as there is any aggregation (e.g., you're looking at the data in a date range), you'll start seeing (usually slight) differences at the ASIN level, and larger differences in the totals. This is because Amazon weights the buy box % when it's in aggregate, but it's done via a proprietary method that we have no way to replicate. Previously, we provided a straight average of the buy box percentages, equally weighting all items in the grid, which can mask the impact of best sellers losing or gaining buy box.
For this reason, we decided to offer you customization options for Buy Box % aggregation, so that you can choose which method best fits the needs of your account(s).
New Options to Customize the Buy Box Calculation
Now, we offer you the ability to choose how Kapoq weights your Buy Box % in Analytics. In Admin, click on a company page, and then the gear next to the account you want to adjust:
Here are the current options available:
Weighted BB% | Calculation | Use Case & Impact |
Equal Weighted | Averages the buy box across all days for the selected time period | Use this method when you want to give equal weight to all items in the average. The drawback is that it results in the lowest selling items affecting the buy box total as much as the best sellers, which does not provide a clear illustration of the buy box impact on sales. |
Weight by Sessions | Sums each item’s Buy Box * Sessions and divides it by the sum of Sessions | Items with higher sessions are favored. Use when you want your top performers to be considered more heavily in the average calculation. Changes in total buy box % will provide a more accurate indication of sales impact. Sessions are defined as unique visits to the product details pages. |
Weight by Page View | Sums each item’s Buy Box * Page Views and divides it by the sum of Page Views | Items with higher page views are favored. Use when you want your top performers to be considered more heavily in the average calculation. Changes in total buy box % will provide a more accurate indication of sales impact. Page views are defined as total visits to the product details pages. |
Note: None of these methods match Amazon's, because, as stated above, they keep their methodology proprietary. However, we find that Weight by Sessions and Weight by Page Views do generally provide aggregates closer to what Amazon shows.
Where in Kapoq does the weighted buy box % display?
The weighted calculation will impact the following:
Dashboard metric chips
ASIN, Parent ASIN listing detail page chart (including the export)
Performance tool for ASIN, Parent ASIN, and Brand Account aggregation levels (chart, chip, grid, export)
Comparison tool for ASIN, Parent ASIN, and Brand account aggregation levels (chart, chip, grid, export)
Note: The default aggregation level in both Analytics tools is now ASIN. No changes have been made to SKU level for buy box metrics since we don't receive as much traffic data at that level. We also updated the display for items that have 0% buy box and no traffic data to be null/blank so they will not be included in totals.
Multi-Brand Accounts
For multi-brand accounts, or if you have multiple brands selected, please note that a total Buy Box % will not display in the ASIN or Parent ASIN view, due to the possibility of different weighting method for each brand. In this case, please select a single brand to view the total Buy Box % in the ASIN or Parent ASIN view.