Analyzing Amazon Brand Analytics: A must-have for brand sellers

Analyzing Amazon Brand Analytics: A must-have for brand sellers




Brand Analytics is one of the features provided by Amazon for sellers who have registered their brands. It provides sellers with extremely valuable analysis reports to help brand sellers make wise decisions about products and marketing.


It should be noted that only sellers who have registered for Amazon Brand Registry can use this feature. If you have not registered yet, you can register now.

This feature is very useful for sellers, allowing you to better understand your target audience and make better decisions, bringing them more sales and profits to their business.
Click Reports in the background to get the data of Brand Analytics:
            

Brand Analytics mainly provides the following three data reports:

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

1. Amazon Search Term Report

You can search by entering keywords or ASIN in this report, and you can also filter by site. The report range can be selected as daily, weekly, monthly and quarterly.







    


The following is a detailed explanation of the terms in this report:

Search Term: The search term used by consumers can be a short-tail keyword or a long-tail keyword.

Search Frequency Rank: The search frequency ranking of keywords in a specific period of time.

Although Amazon does not give specific search volume, it is still very helpful to understand the popularity of keywords.

#1 Clicked ASIN: The ASIN with the highest number of clicks based on search results during the selected time period.

#1 Product Title: Product name

#1 Click Share: The percentage of clicks received by the product in the total clicks of the search term results during the selected time period.

For example, if 1,000 customers searched for "laptop bag", each customer clicked on 3 products, the total number of clicks was 3,000, and product A in the search results received 500 clicks, then product A accounted for 16.67% of the total clicks for the search term.

#1 Conversion Share: The percentage of conversions this product received compared to the total conversions for the search term.

For example, if the search term “laptop bag” has 1,000 sales and product A has 100 sales, then the conversion share of product A is 10%.

Since the most clicks do not necessarily lead to the highest conversions, the product with the highest share of searches may not be the same product as the product with the highest share of conversions.

      
2. Market Basket Analysis


The report mainly provides relevant data on products that consumers often buy together, allowing sellers to better formulate bundling and upselling strategies.
 
3. Item Comparison and Alternative Purchase Behavior
           

This report provides detailed data on other products that consumers browsed at the same time, as well as the products they ultimately purchased after browsing your product.

With this data, you can review and analyze competitor products to understand why consumers choose their products over yours. If the alternative purchase is one of your other products, you can also learn which products are more popular with consumers.
The Brand Analytics report also provides two buttons, including:


  • Data Availability: Displays the availability of Brand Analytics data.



  • Metric Locator: Locates metrics within Brand Analytics.



Benefits of using Brand Analytics


Brand Analytics has many advantages. First of all, it is completely free, and it provides a lot of valuable data, allowing you to monitor your competitors and identify their key factors that drive sales, allowing you to maximize sales and clicks.

You can also use the data in Brand Analytics to understand the shopping behavior of your target audience. For example, if the second most searched term for “laptop bag” is “laptop bag for women,” you can use this to launch new products.

We have previously published an article about using Brand Analytics to calculate competitor conversion rates .

Amazon’s Brand Analytics feature is still in the early stages of development, and although the data is not yet perfect, it contains great value.

As Brand Analytics matures, sellers will gain more useful data, and sellers can take advantage of this feature as early as possible.

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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