Frequently Asked Questions

Aurora is an AI-powered e-commerce analytics platform. It brings together product-level profitability, advertising performance, inventory health, and AI-assisted insights — all in one place.

Operators, finance teams, and brand executives who sell on Amazon. Aurora is designed for multi-brand, multi-marketplace sellers who are tired of reconciling data across spreadsheets and Seller Central reports.

Yes. Aurora is currently in free beta. Access is available by request at no cost while the product is in early release.

Aurora connects to Amazon Seller Central and Amazon Ads. Additional platform integrations, including Shopify, are coming soon.

Eight marketplaces are currently live: United States, Canada, Mexico, United Kingdom, Germany, France, Italy, and Spain. Additional marketplaces are planned.

Aurora produces a full Profit & Loss view with daily, weekly, monthly, and yearly granularity. Line items include Gross Sales, Net Sales, COGS, Selling Fees, FBA Fees, Contribution Margin, Ad Spend, EBITDA, and more. You can compare periods side-by-side or visualize trends over time.

Yes. Aurora has a Goals module where you can set monthly revenue targets by brand and region. The dashboard surfaces intraday pacing relative to your goals, and a rankings view shows how brands stack up against each other.

Aurora is powered by a custom agentic AI system built on Anthropic’s Claude. Unlike simple chatbots, Aurora’s AI runs an autonomous reasoning loop — it plans queries, retrieves relevant data from your connected channels using retrieval-augmented generation (RAG), analyzes the results, and delivers answers with inline charts, tables, and metric cards. It can reason across your P&L, advertising, inventory, and goals data in a single conversation. Aurora does not train its own AI models and does not use your data to train any model.

Yes. You can create custom tags and assign products to them. The analytics table supports a Tags view that aggregates metrics at the tag level and lets you drill down into tagged products.

Yes. Multiple brands can be connected, each with their own Amazon channels per marketplace. All views — dashboard, P&L, analytics, and goals — support cross-brand filtering.

Aurora takes security seriously at every layer. Authentication is handled by Auth0, an enterprise-grade identity platform, so we never store or manage passwords directly. All data is hosted within a private, isolated AWS environment with no public access — connections are restricted to authorized personnel only. Data in transit is encrypted via HTTPS/TLS, and our team follows industry best practices for access management and credential security.

No. Aurora only processes seller-side analytics data — sales figures, advertising metrics, inventory levels, and search query aggregates. It does not ingest, store, or process any end-consumer personally identifiable information.

Yes. Each customer account has its own isolated database schema. All API requests are scoped to your account via secure tokens, so there is no path for one customer’s queries to access another customer’s data. The AI assistant also enforces this boundary at the query layer.

Aurora syncs continuously in the background using an event-driven pipeline. Reports are processed automatically as they arrive from Amazon. A background monitor runs multiple checks throughout the day to detect any data gaps. In practice, most report types refresh daily, with sales data typically available the morning after the reporting day.

Yes. Aurora supports instant downloads for the current table view and an asynchronous granular export for large datasets. The granular export generates a full .xlsx workbook — including parent ASINs, child ASINs, and optional comparison period columns — broken down by day, week, or month. All active dashboard filters carry through to exports.

All monetary data is stored in its original transaction currency. Aurora applies live exchange rates at query time, so every number you see is already converted to your selected display currency. You can switch currencies from the global filter bar and all charts, tables, and P&L figures update instantly.

Yes. Aurora sends a daily sales summary email each morning showing yesterday’s sales, 7-day average, trailing 30-day total, and month-to-date performance vs. your goals — broken out per brand and marketplace.

Yes. Ask Aurora can render metric cards for KPI summaries, tables for rankings and breakdowns, and charts (line, bar, area, pie, and dual-axis). It chooses the right visualization based on your question — a trend question gets a chart, a ranking gets a table, a single-number question gets a metric card.

Yes. The Spotlight feature generates an executive insights report that summarizes brand-level performance versus a comparison period, identifies top growing and declining products by dollar impact, analyzes contributing factors, and provides actionable strategic recommendations. This is generated on demand from your actual data, not a generic template.

Yes. Aurora’s Search Query Performance (SQP) module surfaces how your products perform on specific Amazon search terms — showing impression share, click share, conversion share, and how your conversion rate compares to the category average. You can watch specific ASINs, compare periods, and identify search terms where you have strong visibility but weak conversion, or vice versa.

Yes. Aurora has a dedicated intraday tracking feature built specifically for high-traffic events like Prime Day, Black Friday, and Cyber Monday. You can monitor today’s sales in near real-time and compare performance against prior days or date ranges — giving you a live pulse on how your catalog is performing during the moments that matter most.

Aurora provides a dedicated COGS management interface where you can enter costs per product, per country, and per date range. You can update individual products or do a bulk upload. COGS values are date-ranged so Aurora can accurately calculate margins for any historical period, even if your costs have changed over time.

No, but it’s strongly recommended. Without COGS, Aurora can still show gross sales, fees, ad spend, and contribution margin. Gross profit and EBITDA will be incomplete until you enter your unit costs. Aurora will prompt you to complete your COGS data.