Amazon's New Tool: How Product Performance Focus Empowers New Product Growth

The core of launching a new product is to complete the closed loop of "Building Conversion Foundation - Establishing Trust - Increasing Exposure" in the shortest time possible. At the summit in early December, Amazon introduced a new AI analytics tool called Product Performance Focus, while simultaneously upgrading the Vine review system and A+ content features. This aims to create a comprehensive operational closed loop for new products.

What is Product Performance Focus?

Product Performance Focus helps sellers monitor over 20+ core metrics—such as sales and traffic—in real-time. It quickly identifies performance gaps, enables precise adjustments and optimizations, and allows for setting custom alerts. When key metrics trigger specified conditions, the system provides real-time notifications about anomalies.

Previously, assessing an ASIN’s status required manually pulling data on sessions, conversions, sales, and more, then comparing different periods to analyze issues. Product Performance Focus automates this assessment. The AI directly pinpoints problem areas and breaks them down into actionable optimization priorities, rather than just providing conclusions. For sellers managing multiple ASINs, this significantly saves time and effort.

In short, it is an AI tool that helps operators monitor ASINs, diagnose problems, and identify directions for improvement.

How Can Sellers Use This Tool?

Path: Seller Central > Reports > Business Reports > Sales Dashboard > Dive into Your ASIN Performance

1.Access the Sales Dashboard
Open the Business Reports page and regularly check the "Dive into Your ASIN Performance" section.

2.Analyze ASIN Performance (Performance Overview)
Select the desired time range for analysis and review key metrics such as ordered product sales, units sold, session count, and conversion rate. The AI assistant will summarize the product’s performance and analyze specific issues (e.g., “Last week, the ASIN’s sales were $5,000 lower than similar products, primarily due to a drop in traffic”).

3.Benchmark Against Similar Products
Use interactive charts on the page to cross-compare any two metrics. Conduct historical trend analysis and comparisons within the same category to deeply diagnose performance issues.

4.Take Action Based on Analysis Results
Implement measures according to the system’s suggestions—for example:

If search exposure declines, check listing quality, advertising keywords, and budget.

If click-through rate drops, evaluate factors affecting conversion, such as review quantity, A+ content, and price competitiveness.

5.Automate Monitoring for Efficiency
Set up monitoring notifications for specific metrics (e.g., “Ordered product sales drop by more than 10%”). This eliminates the need for daily manual checks and allows for timely responses when triggers are activated.

Of course, a tool is ultimately just a tool—it only provides data-driven suggestions. Final business decisions still require sellers to integrate market insights, product characteristics, and operational strategies. As an Amazon SPN service provider, 1981 Technology offers professional and high-quality managed services for enterprise sellers.