Geo-Level Data Now Available for Amazon Vendor Central Brands

This post originally appeared on LinkedIn. It has been lightly modified for the Haus blog.

Major industry update for Amazon Vendor Central brands: Geo-level data has officially debuted, meaning Vendor Central sellers can now use Haus to measure omnichannel incrementality and halo effects.

"The recent addition of postal/zip level granularity in the Amazon Vendor Central data set is a massive measurement unlock for brands that sell *to* Amazon (products sold by and shipped by Amazon), as opposed to those who sell *on* Amazon, enabling the former category of brands to now be able to measure and understand the broader reaching effect of their D2C and awareness campaign investments and the impact that they have on Amazon sales," explains Haus' Feliks Malts.

"As a marketer, you want to measure the impact of your strategy and tactics wherever your customers buy. Geo-testing is the best way to get a causal read on the impact of your marketing — but it relies on being able to have the same level of geo-granularity in your targeting as your actual sales data," says Haus' Chandler Dutton. "Now that hurdle is removed for brands that sell to Amazon — these brands can have the advantages that come with first-party selling without the loss in visibility of impact."

Just like Amazon Seller Central sellers, Vendor Central sellers can now understand how much more incremental their advertising investments are through an omnichannel perspective, unlocking additional media buying strategies using these newly available insights – a *great* way to kick off 2025.