If you own your own brand or work as a brand agent, representative or manufacturer, then Amazon has a new tool you can use to help target and increase sales: Amazon Brand Analytics. All you have to do is log into your Seller Central account and go to the Reports tab, or use your Seller Central credentials at brandanalytics.amazon.com to get started.
What Does Amazon Brand Analytics Mean for You?
Amazon describes Brand Analytics as “a feature that contains valuable insights to empower Brand Owners to make informed, strategic decisions about their product portfolio and marketing/advertising activities.”
Or, in other words, it gives you data that helps you make smarter choices that can lead to more sales. Specifically, it deals with the following metrics:
- Search Frequency Rank: This metric shows you the most clicked ASINs when given a specific search terms. For example, if you’re curious about earbuds/headphones, the Search Frequency Rank will return the results of search terms like airpods, earbuds, wireless earbuds, headphones, Bluetooth headphones and more, showing you its numeric rank against the others in a period of time.
- Click Share: Amazon’s definition of this is a bit wordy, so bear with us. They say click share is ‘a percentage of the number of times Amazon customers clicked on a particular product after searching for a given term, divided by the number of times Amazon customers clicked on any product after searching for that term’. There’s another term, conversion share, that’s pretty similar but has to do with how many times buyers purchased an item for a specific search term, divided by how many times buyers purchased any item for a search term. Although the two are linked, they are most definitely independent metrics but can be used together to determine which brands hold the lion’s share of specific search terms in the market.
- Clicked ASIN: When you look at this metric, it’ll tell you which ASIN got the most user clicks when searched for products with specific search terms. One thing to note is that it isn’t necessarily an indication of the ASIN’s organic SERP rank, as the product’s rank could be a result of paid advertising instead of just organic clicks.
This feature is only available to sellers who own a brand or who serve as an agent, representative, or manufacturer of a brand. This user must be internal to the brand and responsible for selling the brand on Amazon.
If you don’t have access to this feature, you have not been identified as a seller who meets this criterion as defined by the Amazon Brand Registry. If you believe that you do fit this criterion, please contact Seller Support.
How to Get the Most Out of Amazon Brand Analytics
Now that you have a solid understanding of what Amazon Brand Analytics is all about, the next step is configuring it to work as best and most efficiently for you as possible. When you first get started using it, you’ll want to select a date range from the dropdown menu to get a report for that timeframe.
Next, type in keywords, search terms, product names or ASINs to return data on them. If you want to narrow the search even further, then Amazon lets you search through product departments as well.
Let’s say you sell health supplements on Amazon and want to research the best search terms that lead to sales, along with perhaps uncovering dark horse search terms that may be under-utilised elsewhere on the marketplace. You’d type in your top-selling ASIN into the search bar, then likely start with generating monthly and quarterly reports to get both a short- and long-ish-term view. For now, we’d recommend against looking at the weekly view because a competitor’s sale can skew the information and not give you the most accurate results.
Pro Tip: Use conditional formatting to make the report easy to understand from a distance.
From there, you’ll be able to spot how your ASIN does in terms of click share, conversion share, search frequency rank and more, as well as how it compares to other ASINs and search terms. Perhaps your ASIN has a lower conversion share than your top competitor — the fact that they have the numbers tells you they’re there for the taking. Buyers are showing interest, just not as much with you.
To get a sense of where/how to improve, go over things like how much you spend on ads (how many impressions? Is your bid high enough?) and how well optimised your listing is for Amazon’s search algorithm (are you using the top terms in your product listing?).
Along with examining how your own products are performing, you can also use Brand Analytics to conduct keyword research. Just focus on the Search Frequency Rank column and take your findings from there.
Final Thoughts
Examining your current product performance and scoping out new search terms is only half the battle. The other part comes in competitive pricing so your research and hard work can pay off at exactly the right time with the right prices. Set RepricerExpress to automatically update your rules faster than you could ever input them manually, and give yourself the best shot at winning a Buy Box. The best news is when you sign up right now, you start with a free 14-day trial.
