The primary difference lies in whether someone viewed a Product Detail Page (also known as an ASIN Detail Page) or another visual element, such as an advertisement.
Glance Views show the number of times a Product Detail Page is viewed.
Impressions shows the number of people who view a specific element, typically an advertisement.
Why customer glance views matter
Customer glance views show your internal team how many shoppers expressed interest in your product via a visit to the Product Detail Page on Amazon. But that’s just the tip of the iceberg. The reason that Glance View is so important is because of how Amazon uses it.
Amazon uses customer glance views to determine demand for your product.
For Vendors, demand results in Purchase Orders or sell-in, meaning that you’ll have more product on Amazon’s digital shelves.
It’s also a metric that’s used to calculate other metrics, such as:
Product conversion rate
% Replenishable Out of Stock
% Buy Box Fast Track (Vendors only)
% Replenishable Buy Box Fast Track (Vendors only)
% Views on Non-Replenishable Items (US Books Vendors only)
Product conversion rate = Total Orders / Customer glance views
Product conversion rate tells you how many shoppers purchased your product after landing on a Product Detail Page.
% Replenishable Out of Stock =
(Glance Views when the item was Out of stock / Total customer glance views)*100
Replenishable Out of Stock (otherwise known as Rep OOS) tells you what percentage of sales were potentially missed out on due to the item being out of stock.
% Vendor Buy Box Fast Track =
(Glance Views with a Fast Track offer / Total customer glance views)*100
Available exclusively for Vendors, % Vendor Buy Box Fast Track shows you how frequently a Fast Track offer is included on the Product Detail Page.
% Vendor Replenishable Buy Box Fast Track = (Fast Track customer glance views on Replenishable Items / Total customer glance views on Replenishable Items)*100
Available exclusively for Vendors, % Vendor Replenishable Buy Box Fast Track shows the frequency that the Fast Track offer is shown to shoppers on replenishable items.
% Views on Non-Replenishable Items = (Customer glance views on non-replenishable items / Total customer glance views of your items)*100
For US Books vendors only, % Views on Non-Replenishable Items shows which titles should be moved to a manufacture-on-demand process as customers are still interested in these items.
Do you have any questions about specific Amazon Advertising metrics? Let us know!