Curious on what people think of Amazon's newer Ideate and Launch Dashboard in Vendor Central (multiple Countries) as it appears to have some good info on category level insights to help benchmark or optimize content.

While the title of Dashboard suggests it is only for New innovation product suggestions, Amazon highlights Brands can use it to provide insights on existing products to make your offering stronger.

These slides give a preview of what is available for multiple categories and also specific to your Vendor Codes. Nutritional Protein Bars is the category reviewed below. Here are what you will find in the Dashboard in VC:

An overall snapshot of the Category: Includes Average Star Rating, Search Volume, Units Sold, # of Customer Clicks, Average Price, Return Rate % over past 180 days and Search Growth over past 90 days. Note for some reason, this view will have a single ASIN pictured, but it is NOT just that ASIN's data, but rather the whole category.

Launch Insights over past 3 months: Segments out Top Topics with % of mentions in Reviews and Returns, Recommended content for PDP bullet points, and Keyword Insights including Click Share and Top Clicked ASIN (this portion has been available in SFR reporting).

Top Impact on Star Rating: Looks at both Positive and Negative Topics with charts showing which has the most impact. You can filter between ALL products in the Category OR just the TOP 25% of products in the category.

Top 10 Topics Mention Trends over past 6 months: Good to see how consumers are reacting over time and again by All or Top 25% from Positive and Negative aspects. Top 10 Topics can be looked at individually.

Topic Returns Trends AND Product Returns Insights over past 6 months: Could be useful for AVNs and Damage Allowance to see how your Brand compares to industry average.

Customer Review Insights: Showing just 1 page of these but it would take about 10 pages to show all the topics and Review Snippets provided both from a Positive and Negative Reviews from consumers. % of Mentions helps prioritize which are most relevant to consumers.

The New Category Recommendations page is specific to Vendor Codes so not showing the whole thing here, but you can see the data provided for the 12+ Categories Amazon is suggesting could be options for your Brand. Not sure how these are calculated by Vendor Code and might not be as helpful for this particular tab in the Dashboard.

Hope the visuals help and curious what people are thinking of these starting point data resources in VC.