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Amazon owns and generates insane amounts of data each second. What’s more, modern retail is ultimately data-driven. Simply put, you can’t make the right strategic decisions if you have no data and analytical insights extracted from it. In response to internal data stealing and reselling attempts by AMZ employees, the marketplace has developed an Amazon Brand Analytics system to enrich brand owners with actionable insights on their sales and customer behavior. But is this in-build opportunity as helpful as it sounds? Let’s reveal its features and the practical applicability of the data you can get.
What Does Brand Analytics Mean on Amazon
So, what is Amazon Brand Analytics? Your Seller Central account has a built-in analytics feature that is Amazon Brand Analytics. As the name suggests, the opportunity to unlock data-driven insights is available only for Amazon Brand owners registered in a Brand Registry. Most sellers agree that using this feature can be effective. However, it doesn’t provide the big picture – the data sets you can track and analyze with its help are pretty limited.
Amazon Search Terms Report
Amazon sellers consider this brand analytics report on AMZ the most useful. It shows the popularity of a search query and the conversion share in your store. It allows searching for keywords.
Experts recommend using this report in conjunction with other tools for Amazon keyword research since ABA doesn’t’ show the actual search volume. Instead, it shows search frequency rank. Still, the exact match between what buyers look for and what they buy is valuable. In addition, you can use this data for further Amazon retail analytics and product research.
As for choosing the relevant keywords for your product listing optimization, use SellerSonar. It helps you spot the positions of the keywords used by the competitors according to the preset queries and instantly notifies you if the search position changes.
Amazon Basket Analysis
Another feature of the brand analytics tool is paying attention to the market basket analysis. This report shows what items customers choose and buy along with your ones.
Indeed, the report is pretty insightful since it can uncover the customers’ actual needs and learn more about their purchasing behavior. There is also an opportunity for a brand owner to make better decisions about their products and recommend additional options that the customers can buy in a single store.
Item Comparison and Alternate Purchase Behavior
As a part of Amazon brand analytics, item comparison is like a recommendation engine turned upside down. It gives brand owners insight into what five products the customers have viewed and their ones. This is one more useful point for further data analysis, especially if you combine it with the data from the previous report.
Make sure to compare the items from the basket analysis report (those bought) with the ones from the item comparison report (the viewed ones) and try to suggest what has driven the customers to purchase.
As for purchase behavior, Amazon has prepared a dedicated report for owners to make better business decisions. It shows repeat purchase behavior and unique customers share.
Amazon Demographics
As for the Amazon brand analytics demographic, this is the last report Amazon considers necessary for sellers. Customer demographics reflect the gender of your buyers, their age, solvency, marital status, and the volume of ordered items in your store.
So, how to use Amazon brand analytics demographic data? Since the Amazon brand analytics demographic analytics is pretty limited, the only way to use it is to consider and consider this overall picture of your buyers’ persona when launching new marketing campaigns.
Most Amazon brand owners, especially those registered in the Amazon Brand Registry and taking advantage of the Amazon Brand Referral program, agree that buyer demographics should be more insightful. For example, the data generated by Facebook is much more actionable. At the same time, Lookalike Audiences are the treasure for reaching out to potentially interested users and driving them to Amazon from Facebook.
Metrics to Check in Brand Analytics on AMZ
You can check your brand’s performance across AMZ with these five main indicators in Brand Analytics on Amazon.
AMZ Search Term report is very useful in deciding which keyword works well and which does not. It is easy to catch the most purchased, searched-for, and viewed products for each of the distinct words you enter. Thus, you will get useful knowledge of the competing products. Besides, you will be able to review statistics on your most popular item and any impressions connected to it.
Percentage of clients who purchase competitors’ items
In the Alternate Purchase tab, you can check the percentage of clients that considered your item and then opted for the same or similar option from other sellers. The feature to determine what companies pose the most significant threat is a useful strategy for marketing.
Repeat sales value
The importance of evaluation of your products and performance is essential for any brand in the marketplace. With the AMZ Repeat Purchase Behavior report, you will get a lot of useful information. For example, you may check the number of sales coming from repeat buyers. In addition, you can see exactly how much income you get from such repeating orders.
Number of pending advertisements in your profile
In the AMZ Brand Analytics dashboard, sellers can find statistics on their product pages and find solutions to improve them. For example, you can learn which pages might require PPC ads, more reviews, or A+ Content. In short, you will find out major shortcomings of your listings, including poorly-optimized detail pages and lacking search terms.
Companies with a lot of inventory or products must monitor such numbers on the dashboard.
Click-through rate
AMZ ad attribution may be employed to monitor search advertisements, social advertisements, display advertisements, and email promotions outside the marketplace. You will be able to access many helpful metrics (click-through rate, impression, conversion, etc.) as soon as you set up all the monitoring tags. By figuring out the click-through rate, you will be able to estimate the performance of your channels, including the results of the individual campaigns.
How to Use Brand Analytics to Make Informed Strategic Decisions
- Keep the limitations in mind. The bitter truth is that AMZ doesn’t share all the data it owns with the sellers. Instead, it uses it to remain feasible and attractive for sellers and buyers, so you shouldn’t expect Amazon to provide you with the ultimate reports and insights. Brand Analytics is pretty limited, and using it alone makes almost no sense.
- Use other tools. As the next step, consider using ABA data as a foundation for further research. Use different tools for market analysis, pricing optimization, keyword research, user behavior tracking, and measuring your core metrics. For example, with the help of SageMailer, you can instantly monitor your users’ feedback and respond to critical reviews ASAP.
- Track your core metrics. Also, remember that keeping track of your core metrics is your responsibility. The marketplace isn’t going to do it for you. So, consider using dedicated sales management software along with inventory management tools. Ideally, these tools are better powered by artificial intelligence to generate custom reports tailored to your business needs.
- Develop a habit of competitor analysis. It is an evergreen practice that works on Amazon as well. Being a highly competitive environment, Amazon has a lot of data about your competitors to share with you. Still, to unlock it, you have to use a dedicated app that, for instance, can spot the keywords used by competitive stores and track their pricing.
Conclusion: A Bonus Tip from SageMailer
Brand Analytics is pretty limited since having it is better than having nothing. Use these features inside Seller Central – at least, it is one of the few functions available for sellers free of charge. Also, consider using more advanced tools for AMZ business analysis. As one more practical option, keep an open eye on improving your Amazon presence, for example, by working with your customer feedback, which is pretty valuable for prospective leads at the consideration stage of the sales funnel.
SageMailer can keep you constantly updated on new, positive, negative, critical, and fake reviews so that you can respond to them ASAP and strengthen your online reputation.
With its Response Center, the tool takes on a new approach to buyer-seller messaging. You can access multiple marketplaces from a single dashboard and manage your client messages with pre-created templates or mark them as “No response needed”. It allows you to reply faster than your competitors and keep perfect performance metrics.
From now on, use SageMailer for free for 30 days, and make sure it drives actual benefits to your AMZ business!
