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 in one place.

Operators, finance teams, and brand executives who sell on Amazon. If you manage multiple brands across multiple marketplaces and you’re tired of reconciling data across spreadsheets and Seller Central reports, Aurora was built for you.

Yes. Aurora is currently in free beta. You can request access at no cost while the product is in early release.

Aurora connects to Amazon Seller Central and Amazon Ads. Shopify and additional platform integrations are coming soon.

Eight marketplaces are live: United States, Canada, Mexico, United Kingdom, Germany, France, Italy, and Spain. More 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, and EBITDA. You can compare periods side-by-side or visualize trends over time.

Yes. The Goals module lets you set monthly revenue targets by brand and region. The dashboard shows intraday pacing relative to your goals, and a rankings view shows how brands compare to each other.

Aurora is powered by a custom agentic AI system built on Anthropic’s Claude. It goes beyond simple chatbots: the AI 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 has 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. Dashboard, P&L, analytics, and goals views all support cross-brand filtering.

We don’t store or manage your passwords. Authentication is handled by a third-party enterprise identity provider. Your data lives in a private cloud environment that isn’t publicly accessible, and everything is encrypted in transit. We never share or sell your data.

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 enforces this same boundary at the query layer.

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

Yes. You can do an instant download of the current table view, or run an asynchronous granular export for large datasets. The granular export generates a full .xlsx workbook with 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. 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 with yesterday’s sales, 7-day average, trailing 30-day total, and month-to-date performance vs. your goals, broken out by 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 picks 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, and provides strategic recommendations. This is generated on demand from your actual data, not a generic template.

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

Yes. Aurora has an intraday tracking feature 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.

Aurora has a 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 calculate margins for any historical period, even if your costs have changed over time.

No, but it’s 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 fill in your COGS data.