Literacy article: How to use Amazon Brand Analytics?

If you are a seller who has passed the Amazon brand registration, you can find a tool called Amazon Brand Analytics (ABA) in the seller backend. This is one of the best and most powerful seller tools released by Amazon. It contains huge data and can provide sellers with a lot of valuable information.

This tool is specially designed by Amazon to help sellers find keywords with the highest conversion rates , so as to help sellers save advertising budgets and increase bids for related search terms/keywords.

In addition, the tool can also help sellers view the number of clicks on specific keywords and increase budgets for keywords with the highest number of clicks. Since advertising is the most profitable and fastest growing part of Amazon, Amazon believes it is necessary to provide sellers with relevant data so that sellers can allocate more advertising budgets and develop better advertising strategies when placing advertisements on Amazon.

So the question is, what is the use of Amazon’s brand analysis function? How can it help sellers increase sales? This article will tell you the answer.

First, let's take a closer look at what Amazon ABA is. Amazon Brand Analytic (ABA for short) is an analysis tool recently released by Amazon for brands on its platform, namely the Amazon brand analysis function. This is one of the most useful tools released by Amazon, with internal data. Brands can have a long-term vision, formulate corresponding marketing strategies and build an efficient product portfolio. Using this tool, sellers can obtain the following information:

• Competitor internal data;

• Keywords that potential customers search for on Amazon;

• Customer consumption behavior;

• The most clicked product ASIN for a specific search term;

• The total number of clicks for each keyword and the predicted conversion rate.

With this data, you can make informed decisions and improve your business every day.

To use Amazon Brand Analytics you should meet the following criteria:

• Third-party sellers with R logo and completed brand registration 2.0;

• US site seller.

The Amazon Brand Analytics (ABA) feature is available to third-party sellers who have registered with Amazon.

*Note: If you are unable to use the Amazon Brand Analysis feature, it means that you have not passed the Amazon Brand Registry review. If you find that you have not passed the review, you can always contact the Seller Support team.

Log in to your Amazon seller center, and click Report>Brand Analytics in the upper function bar to use it. As shown below:

Amazon Search Terms Report is a very important data module in the brand analysis function.

*Note: This feature is only available to brands or sellers who act as brand representatives, manufacturers, or agents. This user should have a legal relationship with the brand and be responsible for promoting and selling the brand on Amazon. Brands can learn from Amazon's search keyword report how customers search for their and competitors' products on Amazon. The data includes search popularity, conversion rate share, and click share for each product.

The Amazon search keyword report includes the following details:

• The most searched keywords on Amazon during a specific period of time;

• The search frequency ranking of a certain search term or keyword;

• After searching for a keyword, customers click on the top 3 products;

• Conversion rate and click share of the top 3 products.

Sellers can look up a word or keyword to see which products they are likely to click on in search results; in addition, sellers can also find out which keywords prompted Amazon customers to click on the product.

In the Amazon Key Search Term Report, you should pay attention to the following aspects:

1) Search terms or keywords

Search terms and keywords are words or phrases that Amazon shoppers use to search for products, such as best perfumes for women, best running shoes for men, and so on.

2) Search Frequency Ranking (SFR)

The search frequency ranking is a numerical ranking based on the popularity of a search term in a specific period of time. In other words, it is only a relative indicator, and it is possible that the relevance score of the product ranked first is only 60 points.

The search frequency ranking is obtained by calculating the popularity of related search terms for a certain keyword. Even if Amazon does not provide you with search volume data for the keyword, the ranking of its related terms is also very meaningful for reference.

3) Click share and conversion share

*Note: Click Share and Conversion Share are both calculated as percentages, as shown in the figure:

Click share refers to the proportion of clicks on a product using a certain word when a customer searches for the product and clicks on the product. In other words, you get a ratio, not a specific number.

By the same token, conversion rate refers to the proportion of orders for a product that is searched for using a certain word and purchased by customers.

4) Clicked ASIN

Simply put, #1 Clicked ASIN means the ASIN that received the most clicks from Amazon consumers after searching for a specific keyword. However, this does not mean that the product appeared in the Amazon SERP (Amazon search results page) through natural search, but may also come from paid advertising.

5) Product Title

The last thing you want to focus on is the title of the product that was clicked.

How Amazon Brand Analysis works: With Amazon Analysis, you can find the valuable data you want to view.

You can find it by following these steps:

Step 1: Select the date range from the drop-down menu list to view the report as shown below:

Step 2: Enter relevant product search terms, product names or product ASIN to obtain relevant data, as shown below:

Step 3: You can even select the data you want to view by clicking on the department drop-down menu:

Since Amazon became the world’s largest retail giant by revenue, more and more users have registered as Amazon sellers. As a result, competition in most market sectors has become increasingly fierce, so it is crucial to get competitor data that can help increase your market share and build a better brand.

ABA is more like a rich database that you can use to monitor your competitors. In addition, it can also classify and summarize the key factors that promote the sales of major competitors. ABA has the following benefits:

1) Completely free

Brand Analytics in Seller Central contains the most valuable information, which sellers usually have to pay to get. But now you can get the data for free! This feature has internal data that sellers can't find in any other data bank.

2) Helps select potential product keywords

In addition to allowing sellers to see favorable data about competitors and potential customers, this tool also helps you choose good keywords. You can find this feature in the horizontal function bar of "search frequency rank". It will help you choose the most suitable product keywords, which you can use to optimize your product listings and Amazon stores to gain organic search traffic.

3) Help sellers choose the right marketing strategy

When you get your competitors’ data and know exactly what they are doing, you can clearly see where they are lagging behind, and you can learn from their mistakes and take countermeasures to attract more customers. This feature helps you develop a perfect marketing strategy and build a good brand reputation.

Let’s say you’re a seller of eco-friendly, removable water bottles and you find that “1 Litre Infuser Water bottle” is the best performing search term in your market. Let’s say the top three products with the highest click-through rate are all from a brand called “XYZ”.

Then you can adopt the following strategies to surpass XYZ:

• Try increasing your bids for the keyword “1 Litre Infuser Water bottle” in Amazon Ads.

• Try to develop features and printing that other competitors’ water bottles don’t have;

• Place keywords strategically in your product listing .

• Analyze what brand XYZ is doing, pay close attention to their designs and the types of materials they use, and see how their sales are performing;

• Learn from the product development and marketing strategies of market leaders;

• Check out the sales funnel of market leaders, click on their product display ads , try to buy their products if possible, and analyze how they do business well.

4) Helps to find the consumption behavior of the target audience

Let’s say you’re a seller of natural moisturizers. When you look for search terms for your product in Amazon Brand Insights, you find a keyword that performs well, such as organic moisturizers for teens. Obviously, this keyword indicates that your target audience is teenagers or parents of teenagers. If they find the product they want, they are likely to place an order.

You can use this information to increase your ad bids for that keyword. You can even decorate your store to attract parents, especially mothers. You can also package your products as skin-friendly or environmentally friendly.

5) Be seller-friendly

You don’t have to be a professional seller who knows data analysis to use this tool. Amazon designed the Brand Analytics interface to be very seller-friendly, so even if you are not a professional, you can use it easily.

6) In-depth product data analysis

Amazon ABA also helps identify which search keywords can promote sales, so that you can have a deeper understanding of your products. If you are a seller of sports shoes, customers find and buy your products by searching for the keyword "best sports shoes". If your ranking keywords include this keyword, it means that your product has a certain weight in the industry.

Amazon ABA is not a complex tool, but the data it contains is valuable and can help sellers make informed decisions. It is also a good way to view or learn from competitors’ strategies and best practices.

To better mine product keywords and learn to choose search terms with appropriate search volume but low competitiveness, the steps are as follows:

Step 1: Open the Seller app and go to Free Tools > Keyword Research.

Step 2: Enter the product keywords you want to research and analyze, and click Search.

Step 3: The page will then jump to a details page, which displays detailed data on all aspects of the keyword you entered. This includes keyword difficulty, search volume, CPC cost, relevance score, related products, unique keywords, and other well-performing related search terms. As shown below:

Have you ever wondered why Amazon provides you with such a useful tool for free?

Earlier, Amazon ABA control interface only provided valuable data to brands or Amazon third-party sellers who subscribed to the premium version of Amazon Retail Analytics. So why did Amazon suddenly release this data for free? Because Amazon has made huge revenue from advertising in recent years, they want to make more profits to expand their business in the next few years.

The analytics tool will encourage Amazon sellers to increase their ad spend, as it has data on the highest converting keywords and other important data, which will prompt brands to increase their ad budgets for the right keywords.

Amazon Brand Analytics is a tool released by Amazon that has valuable data for brands, helping them make scientific and strategic decisions about their products and advertising activities. Previously, only Amazon VC sellers had to spend $30,000 to use this feature, but now every brand that has passed Amazon brand registration can use it.

In the coming years, Amazon ABA tools will help Amazon increase its advertising revenue. On the other hand, it will also help sellers attract new customers because the tool can locate high-performing search keywords. In short, the emergence of Amazon ABA tools is a win-win for Amazon and sellers.