How to use Amazon Brand Analytics to make your products appear in "Frequently Bought Together"?

How to use Amazon Brand Analytics to make your products appear in "Frequently Bought Together"?


Brand Analytics is a data analysis tool provided by Amazon for brand sellers. Sellers must register their brand on Amazon before using it.

Brand Analytics provides three data reports for sellers:

Amazon Search Term Report
Market Basket Analysis
Item Comparison and Alternative Purchase Behavior

Today’s content is about how to use the information provided by Market Basket Analysis to increase the chances of your products appearing in the “Frequently Bought Together” section.


What is Market Basket Analysis?

Market Basket Analysis is to track consumers' purchasing behavior and understand the items that customers often buy together when they buy your products.


Sellers can search for data within a certain period of time, such as quarterly, monthly or daily. After the seller selects the time, the Market Basket Analysis report will show the three most commonly purchased products among all ASINs within the time range.

The report provides percentage data for these three products, that is, the proportion of orders in which consumers purchased this product together in all orders for two products (including the seller's products) or more.
             
Note: The report does not explain why consumers buy these products together.
 
Generally speaking, the products that appear in this report are mostly complementary products to the seller's products (for example, they may be complementary products provided by competitors); they may also be similar products, such as consumers purchasing similar products from multiple brands to determine which brand they like best, but this is relatively rare.
How to get products to appear in "Frequently Bought Together"

So how can sellers use the data in this report to increase the chances of their products appearing on the “Frequently Bought Together” page?
 
"Frequently Bought Together" is data automatically generated by Amazon based on buyers' shopping behavior. Sellers can use the data in the Market Basket Analysis report to create specific product ads to increase the probability of your products appearing in "Frequently Bought Together". The specific steps are as follows:
1. Start by creating a Sponsored Products campaign

Click Campaign Manager in the background and select Create Campaign:
             
2. Create advertising groups

After naming your campaign and setting your budget, create an ad group and select Product Targeting as the ad group type:
             
3. Fill in ASIN

Go through your Market Basket Analysis report and find the ASINs that are most commonly purchased with your product. Then enter those ASINs in the Individual Products section of your ad setup:
             
4. Set your bid

When setting your ad group bids, try to keep them as low as possible:
             
5. Increase your bids for product page placement

Note that bids to increase product page position can only be set in campaigns, not in individual ad groups. This is the feature provided by campaigns to adjust bids based on position:
             
It is recommended to select Fixed Bids as the bidding strategy.

The principle of this advertisement is that Product targeting type advertisement will make your product and target ASIN appear on the same page.

Placing your product on the details page of another product increases the chances of your product being purchased together, which in turn increases the probability of your product appearing in “Frequently Bought Together.”

In addition, Product targeting is chosen because it has lower advertising costs.

If you choose the Keywords targeting ad type, but your product has a large keyword gap with the target ASIN, for example, if you sell bananas and the keyword of the target ASIN is avocado, Amazon will charge you a higher advertising fee.

Even if you spend a lot of money to appear in the search results, it is easy to lead to low conversion rates because the product is not related to the search terms.

6. Check reports regularly every month

Once you’ve completed those steps, check the Market Basket Analysis report once a month (you can set up a subscription) to see if any new ASINs have appeared, then repeat steps 3-5 above.
               
The above is a strategy to make products appear on the “Frequently Bought Together” page. Sellers can try it.

Compiled by ✎ Mary/

Statement: When reprinting this article, the title and original text must not be modified, and the source and original link must be retained.

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