Amazon and Walmart’s share of retail media spending is set to dominate the market in 2025, according to eMarketer, intensifying the pressure on brands to understand every signal coming out of Amazon Vendor Central. In that environment, the issue is no longer whether businesses have access to data, but whether they can turn it into decisions quickly enough to protect margin and share.
For many manufacturers and brand managers, the challenge is less about visibility than coordi...
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nation. Marketing teams, commercial leaders and operations staff are often looking at different numbers at different times, making it difficult to link advertising performance with inventory, pricing, chargebacks and profitability. Marketing Dive has reported that more than a third of marketers struggle to connect performance across their own product catalogues, a sign of how fragmented retail media measurement has become.
That is helping drive a shift away from manual report handling. AI-powered tools are increasingly being used to pull data from Vendor Central, automate routine reporting and surface anomalies without requiring teams to spend hours exporting spreadsheets and building pivot tables. Forbes has noted that automation is changing the way brands work with Amazon reporting, allowing faster access to actionable information and reducing the lag between an issue appearing and a response being made.
The commercial risk of failing to integrate that data is growing. Business Insider has reported that brands which do not feed Vendor Central information directly into their wider operations risk losing margin to competitors that can react more quickly. In practice, that means treating Vendor Central not as a reporting destination, but as an operating system for decisions on stock, spend and assortment.
Retail analytics also appears to be becoming more granular. Reports such as search catalogue performance and market basket analysis can help brands identify where shoppers are dropping out of the journey, which products are frequently purchased together and where promotions or pricing may be undermining conversion. Used well, those signals can inform everything from media spend to bundling strategy.
The broader trend is towards faster, more integrated decision-making. As retail media becomes more concentrated and competition more expensive, brands that still rely on delayed, manual reporting may find themselves working from the wrong version of the market. Those that connect Vendor Central data to day-to-day operations are better placed to respond in real time, rather than after the opportunity has already passed.
Source: Noah Wire Services
