Amazon has been courting more companies onto its platform over several years. As part of this initiative, they’ve made one of their most advanced sales and analysis tools accessible only to Amazon Brand Registry vendors.
Brand Registry is a platform that is exclusively available to registered trademarks. Amazon analytics has been here for a long time. However, recent changes have made it a must-have feature for firms selling their items on the platform. Amazon Brand Analytics (ABA) now has better data and a new report for marketing attribution.
In addition, Amazon also confirmed the debut of the Search Analytics Tool in October 2021. This tool will give third-party merchants product and service search performance analytics.
Here’s all you need to know about Amazon Brand Analytics:
What is Amazon Brand Analytics?
Amazon Brand Analytics is a collection of reports provided to Amazon Brand Registry members who have been approved.
Brand owners may use this function to monitor consumer behavior, popular search phrases, competition achievements, and advertisements.
This additional data can help Amazon sellers make choices that increase their sales.
If you’re a member of Amazon’s Brand Registry, sign in to your account and look under the ‘Brands’ page for these stats. You can sign up on the platform if you haven’t already. It’s free, but you must have a registered brand to participate.
“Brand Analytics is a tool that provides significant data to empower Brand Owners to make educated, key decisions regarding their product offering and marketing campaigns” according to Seller Central.
Who Can Use Amazon Brand Analytics?
As a vendor, you must satisfy the following conditions to utilize Amazon Brand Analytics:
- You must be a registered member of the Amazon Brand Registry.
- You must be a brand owner.
- Your brand should be a registered trademark that is in use.
- You should be in charge of marketing the brand on Amazon.
You can apply to join Amazon Brand Analytics if you fulfill all of these requirements, excluding the Amazon Brand Registry criterion. Take note that there is no charge for registering to join ABA.
How Do I Access Brand Analytics?
Getting access to ABA is very easy. Here are the steps:
- Sign in to your Amazon Vendor or Seller Central account.
- Select the “Report” option from the main menu.
- From the drop-down menu, select “Brand Analytics.”
And that’s it! You can now go ahead and skim through the vast brand improvement tools that ABA has to offer.
Read more: Amazon Brand Positioning: Why It’s Important
5 Types of Reports in Brand Analytics
On Amazon, registered trademarks have more authority over their identity. They also get unique access to essential tools designed just for brands. Amazon Brand Analytics allows you to view the following:
Demographics
In sales promotion, knowing your consumer is critical. It enables you to tailor your content to your most probable customers.
Amazon Brand Analytics allows you access to your customer’s demographics, including their age, estimated income level, educational status, marital status, and gender.
This report’s most significant value to vendors comes from the changing demographic parameters. You can make adjustments based on the following variables:
- Sales by age group – Amazon divides this classification into six purchaser subgroups so you can observe which age ranges connect with your goods or campaign the best.
- Household income-You may discover where the purchaser fits in one of the nine socioeconomic status groups.
- Education status – Amazon gives information on a customer’s educational level, which might affect how you sell to them.
- Gender– You can see if a male or a female bought a particular item.
- Marital status– Sellers can discover if an item is better preferred by single or married individuals.
It’s worth noting that most Amazon users share profiles with their spouses or children, so keep that in mind while analyzing the data.
Demographic data can help you get a better idea of your typical customer. You may use this information to create complete customer profiles and improve your marketing and sales funnel.
Item Comparison and Alternate Purchase Behavior
This report uncovers the top competing products that your Amazon customers compared with your product and eventually purchased. Knowing this information helps highlight conversion challenges when consumers look at your goods on Amazon and then opt to buy something else.
You may utilize this information to enhance your current product offering.
The following parameters are used in the comparative report:
- Compared ASIN (Amazon Standard Identification Number) – The ASIN compared to your product.
- Compared percentage – The number of times a product has been seen on the same day as yours.
- Alternate purchase behavior– Enables you to observe what competitors’ items people purchased after viewing yours.
- Purchased percentage – The share of orders with the ASIN relative to overall orders with other items.
You also receive detailed statistics on how frequently your products become contrasted to the top three comparable goods.
Amazon claims that “This gives Rights Owners immediate access to rival products, allowing owners to make more informed product offering and marketing decisions.”
Amazon Search Terms Report
The Amazon keyword search report is an excellent resource for determining:
- Additional search phrases.
- The frequency with which specific terms are used.
- The frequency with which particular terms are used.
- Most popular goods listed for every search term.
This is a great tool that may assist you with keyword research and determining which of your rivals is receiving the most first-page clicks. The analysis might assist you in generating different keywords to use in your marketing and product listing.
This tool will assist you in determining how shoppers locate your items and those of your rivals on Amazon. You may look for a particular phrase to discover what goods Amazon shoppers are focusing on when they search for it. You can also search for a particular product to see which keywords are causing Amazon shoppers to click on it.
Remember that a keyword is a set of words you want to target, but a search term is what clients type into Google or any other search bar.
The Search Terms data also tells brand owners which of their items have slipped out of the top three most clicked ASINs for a specific search phrase, as well as the previous week’s visit rank. Amazon refills the table once a week. If the list is blank, it means that one of the following is true:
- Compared to the previous week, no goods have dropped out of the top three clicked ASINs for all the search phrases.
- There were no goods in the top three views in the last week.
Trellis Simplifies
What is the meaning of search frequency rank?
The actual rank of a particular search term’s prominence, when contrasted to other search queries over a specified period, is known as search frequency rank.
What is the difference between a click share and a conversion share?
Click share and conversion share are similar. It is calculated by dividing the number of times Amazon clients bought a specific product after searching for a phrase by the number of times the customers clicked on a product upon searching for that phrase.
Repeat Purchase Behavior
This report intends to assist you in developing a better strategy for generating repeat client transactions. You can also utilize this data to see if your campaign brings in new consumers or concurrent purchases from existing customers.
This report displays the cumulative number of orders obtained for each item and the percentage of orders from unique clients. The following metrics are displayed:
- ASIN orders.
- Unique clients.
- Revenue from repeat purchases.
You may also determine products with the greatest possibility of being repurchased if you want to learn something more about your products. This knowledge might lead to you investing more money in first conversions or bidding higher for associated key phrases.
Market Basket Analysis Report
This report shows you exactly what additional products your clients are ordering when purchasing your products. If you notice that customers frequently purchase a rival’s product alongside your own, you may perceive an opportunity to showcase a comparable item to yours.
This can help small businesses figure out how to expand their entire product range.
This information can assist you in developing new sponsored goods campaigns. Furthermore, if your items are purchased in tandem through PPC (Pay-Per-Click) ads, they are much more likely to appear in the “Customers who bought this item also bought” area.
Read more: Amazon Search Query Performance Dashboard
How to Use Amazon Brand Analytics?
Utilize the following guidelines to learn how to utilize Brand Analytics:
- Analyze and understand consumer buying behavior to help you in product research and development.
- Use your Amazon Brand Analytics findings to optimize your product listings, such as by focusing on new search phrases.
- Check out your Amazon Brand Analytics insights on a weekly, quarterly, and annual basis.
- Update your advertisement targeting options and create new marketing strategies to optimize your Amazon advertising.
- Use SEO (Search Engine Optimization) and PPC to pursue your competition and improve your overall market share.
If you consider all these points, you can rest assured you will increase your overall market share.
Improve your Overall Brand Outlook with Trellis
Without consumer information, optimizing your marketing and sales funnel is akin to operating a vehicle blindfolded. You could get to where you want to go, but the odds of arriving in one shape are slim.
Amazon Brand Analytics is a free online tool that you should use to maximize the return on each of your product and advertising plans.
But what if you have no idea how to accomplish it? Trellis’ purpose is to assist you in getting the most out of your Amazon advertising initiatives. Explore the power of the demand generation platform built for eCommerce now. Our team of seasoned eCommerce mentors is here to help you every step of the way.