Amazon’s seller platform is filled with an array of useful tools designed to help make the experience of selling items on Amazon more effective and streamlined.
With access to millions of buyers, there is arguably no better place to list an item for sale – but making use of the likes of Brand Analytics can help both new and established brands boost their profile and attract more orders.
Let’s take a look at the analytics tool in more detail…
Exploring Amazon Brand Analytics
Amazon Brand Analytics (sometimes abbreviated as ABA) is a tool which brings together some of the most important data for sellers using the platform. Amazon has continued to grow since its original launch and is now recognised as a true giant of online selling. The convenience of shopping in one place draws in a huge amount of custom and presents a real opportunity for savvy brands who are willing to put in the work and find out how to gain more custom and interest.
Amazon has taken note of this and presented Brand Analytics as the go-to tool for brands who are eligible to use it. There is a wide variety of data at your fingertips when utilising Brand Analytics, including:
- Competitor insights
Gaining insights into the behaviour of your competitors is crucial to staying ahead of the pack. Via brand analytics, you’ll be able to see important insights and ultimately then be able to develop a stronger brand and a stronger Amazon presence, by comparing your own progress with that of competing brands. Thanks to this tool, there’s no need to accept simply lagging behind!
- Customer shopping habits
Understanding the way your customers shop is an important part of any brand’s customer research and can be helpful in everything from formulating marketing campaigns to simply organising the products you sell. Brand Analytics takes a look at the habits your customers truly use when searching and give a valuable gateway to altering your current seller activities.
- Favoured customer keywords
Using Brand Analytics, users are able to access a bank of keywords which potential customers regularly search for, which in turn can be used to develop more effective keyword optimisation strategies. The importance of this metric can’t be overstated on an online selling platform, as keywords help determine whether your potential customers see your products at all.
- ASINs (most-clicked) for search terms
This particular metric helps Amazon brands develop stronger campaigns, by assisting them in identifying the most-clicked items for each search term. After understanding this term, brands can potentially continue to roll out similar (or the same) terms on other products.
- Total clicks (estimated) and conversions for keywords
In addition to the other vital data presented in Amazon Brand analytics, users will be able to access estimations of the clicks and conversions generated for each keyword, which is fantastic data to have when developing keyword strategies.
These insights help to enable smarter decision making for sellers and can help them to implement both short term and longer-term improvements to continually boost their profile and conversion rates.
Find some amazing 3rd party Amazon PPC management tools here.
Amazon Search Term Report
One of the most important tools within Amazon Brand Analytics is the Amazon Search Terms Report. This report shows in detail how customers find each product the seller has listed, and in addition provides data on the popularity of every item from a search term perspective and identifies both where clicks are coming from and when they are being converted.
Amongst the other data presented, brand owners will be able to see the most popular keywords within a set time period, and the top 3 products selected after a customer searched using a particular term.
Key terms from the Amazon Search Term Report
The Amazon Search Term Report is highly valuable, though many brands have difficulty deciphering what the various terms refer to. Certain terms appear on the report as key metrics, so here’s a quick look at what each term means to help make understanding the data a little more straightforward:
- Search terms
Keywords are sometimes referred to as search terms in data surrounding Brand Analytics, and this term defines the words which are used by Amazon customers when they look for their next big purchase. This term also refers to the words selected by brands when seeking to entice these buyers to find their product on Amazon.
- Click share
This metric refers to the percentage which defines how many times Amazon customers have clicked on a product, relative to a particular search term. The data can be used in a number of ways, both as a method for boosting usage of the search term is the data is positive, or even removing it from use if it is gleaning poor results.
- Conversion share
In a similar way to click share, conversion share determines the number of instances where Amazon customers have clicked on a search term and subsequently made a purchase. This metric is particularly important for brands who are eager to enhance their share of sales, rather than simply improving their overall profile or brand recognition on Amazon.
- Search frequency rank
This metric provides a numerical ranking of each search term’s overall popularity within a defined time period. The data can be used to help assess whether individual search terms are experiencing an upward or downward trajectory, and therefore help brands decide whether to alter their current activities.
Read more about the Amazon Search Terms Report here.
Why use Amazon Brand Analytics?
Amazon has continued to support its growing community of sellers with more and more tools designed to make selling a simpler process. The company appears to have taken note of the fact that as the number of sellers grows, so does competition – making standing out from the crowd more important than ever before. Brands who want to grow their online presence can use the data stored in Brand Analytics to achieve just that, boosting their market share in the process.
It is an exceptionally powerful tool for making data-driven decisions which help to identify the key factors which drive sales, whether within your own brand or by assessing the activities of your key competitors on the Amazon platform.
What are the key benefits of Brand Analytics?
Every seller who is eligible should look into using this tool, as it provides a plethora of rich data which is perfect for brands of all sizes to continue their growth and development. Key benefits include:
- Smarter marketing strategies
Marketing is a key component of online selling success on Amazon, but without the right data to back up decision making in this area, it can amount to little more than wasted time and wasted money.
By carefully assessing the data available via Amazon Brand Analytics, brands can develop marketing strategies with real impact, looking closely at competitor data to analyse where it is they are currently failing where other brands succeed.
This in turn can lead to more views and a more attractive process for buyers at your online store.
- There’s no charge
Unlike some comparative analytical tools, Amazon Brand Analytics is available free of charge to eligible users. Anyone who has ever dabbled in analytics before will know that gaining the kind of data which Amazon has made available for free often costs a great deal of money.
Having so much valuable information at your fingertips is a real privilege, and unique to Amazon’s seller platform – storing everything you need in one handy place.
- It helps develop stronger keywords
In addition to presenting the data on competitors and shoppers, Amazon Brand Analytics also contains a wealth of information which develops stronger keywords. The ‘search frequency rank’ column is designed to help users choose keywords which produce more effective organic search rankings, which in turn helps to optimise the Amazon store.
How do I find Brand Analytics?
Brand Analytics can be found in the Reports tab within Seller Central, which contains all the data sellers need to elevate their Amazon store above the competition.
Data within Brand Analytics is accessed via a dropdown menu where you can find all of your reports. When analysing, to make the most of the data sets available, be sure to select specific date ranges which allow enough time to effectively assess the applicable data and compare against both prior and subsequent activities. This is the best approach for ensuring continuous improvement.
Who can use Brand Analytics?
The feature is available only to Sellers who are owners of a brand or agents acting as representatives or manufacturers of a known brand on Amazon. The user gaining access needs to be the person/user account responsible for selling that brand via Amazon, which can be defined in a number of ways from an individual seller to an agency acting on the manufacturer’s behalf.
To check whether your account adheres to these criteria, take a look at the Amazon Brand Registry. If you fit the criteria but don’t have access, contact Seller Support to discuss your options.