The price variance report shows the price difference with the matched products against your competitors. This is a great report to see which areas you can compete with better (certain group of products etc) or even which retailers you can get a more competitive edge on. You can filter by variance in the variance field in the filter section by variance + to see which products you are the lowest in the market and by variance – to see which products you are not that competitive on. You can see the margin of our price in pound sterling and in a percentage format. You can also see the same with the variance, so for example on the product highlighted with the grey background you can see that Google sells the product for £10 cheaper and has a variance difference of -25.01%.
The colour indicators in this report show red as negative and grey as positive. (More detail on indicators can be found within the APM indicators & Filters article).