WoW

WoW is one of Amazon’s standard trend analysis tools, used in Vendor Central, Seller Central, and AVS/VM business reviews. It highlights short-term changes in performance and helps vendors understand whether metrics are improving, declining, or stable on a weekly basis.

How It Works:

• Formula:Example: If sales were $50,000 last week and $60,000 this week, the WoW growth = +20%.
• WoW can be applied to:
  • Sales revenue
  • Units sold
  • Instock rates
  • Traffic and sessions
  • Conversion rate
  • Advertising performance (ACOS, ROAS, spend, impressions)

Benefits for Vendors:

• Quick performance insights: Detects whether campaigns, promotions, or changes had an immediate effect.
• Operational monitoring: Tracks if stock-outs or availability issues are impacting weekly sales.
• Decision-making: Helps vendors adjust inventory shipments or ad spend in near real time.

Benefits for Amazon:

• Category tracking: Amazon monitors weekly fluctuations to catch demand trends.
• Problem detection: Sharp negative WoW drops may trigger supply chain or availability reviews.
• Event measurement: Useful for gauging promotional effectiveness (e.g., Prime Day vs prior week).

Challenges:

• Highly sensitive to short-term fluctuations (holidays, promotions, weather).
• Can be misleading if viewed in isolation without longer-term metrics (MoM, YoY).
• Vendors need to contextualise WoW changes with seasonality and marketing activities.

Why It Matters:
WoW is crucial for tactical decision-making on Amazon. It provides vendors with immediate visibility into the effects of promotions, stock levels, or competitive changes, allowing for agile responses.

Example:
A beauty brand sees a WoW traffic increase of 35% after launching a Sponsored Brands campaign, but conversion remains flat, signalling a need to optimise product detail pages.

In short:
WoW (Week over Week) measures performance changes from one week to the next, helping vendors and Amazon track short-term trends and react quickly to sales or operational shifts.