SKU (Stock Keeping Unit)
What is an SKU?
A stock-keeping unit (SKU) is a unique identifier assigned to a specific product or product variant in a retail or inventory management system. Each distinct combination of product attributes — size, color, model, configuration — is assigned its own SKU, allowing retailers and brands to track inventory, sales, and performance at the individual product level.
How does an SKU work?
SKUs help retailers distinguish between different products and variations (e.g., size, color) within their inventory systems.
Types of SKUs:
- Internal SKUs
- Manufacturer SKUs
- Variant SKUs (e.g., size/color)
How to measure SKUs:
Inventory levels, SKU productivity, stock turnover per SKU.
Why are SKUs important to marketers?
Understanding SKU performance helps marketers optimize product listings and promotions for top-selling items.
Who needs to know about SKUs:
- Inventory manager
- Ecommerce analyst
- Retail marketer
SKU-level data in commerce media
SKU-level transaction data is among the most granular and valuable signals in commerce media. When a consumer purchases a specific product variant, the SKU attached to that transaction reveals not just that they transacted, but what category they shop in, at what price point, and with what frequency. Commerce media platforms that can access and act on SKU-level behavioral data deliver significantly more precise audience targeting than platforms that work only with session- or category-level signals.
In the Fluent context
Fluent's monetization platform provides partners visibility into 'SKU-level behavior' across their entire transaction history — enabling the kind of granular consumer understanding that powers high-performance post-transaction advertising.