Brand Analytics: Powerful Insights That Lead To Higher Profits

There is a wealth of insightful information inside of the Brand Analytics Dashboard that Amazon sellers can use to improve the results they are getting from their Amazon advertising.

Brand Analytics is a feature that contains valuable insights to empower brand owners to make informed, strategic decisions about their product portfolio and Amazon advertising initiatives. 

It can be found under the Reports tab in Seller Central. Sellers can also access Brand Analytics by going to brandanalytics.amazon.com and using their Seller Central credentials.

Data is generally available in Brand Analytics within 72 hours of the close of a given period.

Using the Brand Analysis tool, sellers can discover:

• Competitor insights
• Keywords that potential Amazon shoppers search for
• Identifying characteristics of your potential customers
• Customer shopping behavior and their purchasing patterns
• Most clicked ASINs for a specific search term
• Estimation of total clicks as well as conversions for every keyword.

6 Brand Analytics Tools and How They Work

1. Amazon Search Terms report is extremely valuable because it shows brand owners how online shoppers (in aggregate) are finding their products and those of their competitors on Amazon, including each product’s relative search popularity, click share, and conversion share. 

It reveals... 

• the most popular search terms on Amazon during a specific time period, 
• each term’s search frequency rank,  
• the top three products that online shoppers (in aggregate) clicked on after searching that term. 

In addition, for each of the top three products, the report also shows each product’s click share and conversion share. 

Brand owners can look up a specific term to see the products that Amazon customers (in aggregate) are clicking on after searching for that term, or they can search for a specific product to find out which terms are driving Amazon customers to click on that product.

This information helps brand owners to see which ASINs are acquiring the greatest number of clicks for a specific keyword, encouraging them to allocate extra budget to target specific ASINs. 

By using Brand Analytics, sellers can discover the 10-15 most relevant keywords to use inside of their launch campaigns. Also, sellers have the ability to learn which are the most relevant ASINs (compared to what they are selling), to use in an ASIN Launch campaign. How to set up this type of campaign is laid out step-by-step, within the Entourage Playbook Series. 

BTW...

1. The search frequency rank is the numeric rank of a specific search term’s popularity when compared to all other search terms during a given time period.
2. Click share is a percentage determined by the number of times Amazon shoppers (in aggregate) clicked on a particular product after searching for a given  term, divided by the total number of times Amazon shoppers clicked on any product after searching for that term. 
3. Conversion share is a percentage determined by the aggregate number of times Amazon customers bought a particular product after searching for a given term, divided by the total number of times Amazon customers bought any product after searching for that term. 

Click share and conversion share are independent of one another, and conversion share can be higher than click share.

2. Repeat Purchase Behavior Report helps brand owners better strategize and assess their marketing campaigns to drive repeat purchases and acquire new customers.

It reveals...

• all of the products associated with brands that the brand owner has successfully registered with the Amazon Brand Registry. 
• the number of orders received for each of their products or brands,
• the number of unique online shoppers who have placed the orders,
• the percentage of their customers (displayed as a percentage of total) who have had repeat purchases during the specified timeframe,
• the ordered product sales from repeat purchases in the selected timeframe (returns are not reflected). 

The number of orders may include multiple quantities of the product and may differ from ordered units. By comparing the number of orders with the number of unique online shoppers, brand owners can identify products or brands that have been ordered more than once per customer during the specified timeframe.

Brand owners can search for a specific product or set of products by using the ASIN search box at the top of the report. The ASIN search box supports searches for up to 500 ASINs at a time, with either a space or comma separating each ASIN.

It is important to take this information into account when sellers are looking at their advertising budgets and ACoS Targets because it helps to decide what those budgets and ACoS targets will be.

3. Market Basket Report shows brand owners which products Amazon customers (in aggregate) most frequently buy at the same time they purchased the brand owners’ products. This permits brand owners to quickly see which products are most commonly bought with their products to identify bundling and cross-marketing opportunities.

It reveals...

• all of the products associated with brands the brand owner has successfully registered with the Brand Registry, 
• the top 3 products most frequently purchased at the same time as the brand owner’s products, 
• the percentage of time each of the top 3 products were purchased with the brand owner’s products out of all products purchased with the brand owner’s products during the reporting range selected by the user.

Brand owners can search for a specific product or set of products by using the ASIN search box at the top of the report. The ASIN search box supports searches for up to 500 ASINs at a time, with either a space or comma separating each ASIN.

The Display drop down permits a seller to filter the set of products shown in the report. 

By default, the Display drop down will show any product in the top 3 products regardless of the associated brand owner. If a seller wishes to view only their products in the top 3 products, they can select “my products only” in the Display drop down. 

If a seller wishes to see only products from other brand owners in the top 3 products, she or he can select “my products excluded” in the Display drop down. These views make it easier to identify bundling opportunities and determine directly competing products.

Market basket analysis will help sellers with product expansion and identify effective advertising strategies.

4. Item Comparison Report permits brand owners to see directly competing products in order to make better informed product portfolio and advertising decisions.

It reveals...

• all products associated with brands the brand owner has successfully registered with Brand Registry,
• the top five products most frequently viewed, along with the percentage each product was viewed, in the same day as the brand owner’s products during the selected reporting range.

Products not associated with the brand owner only show up in the report if they are one of the top five products viewed in the same day as one of the brand owner’s products. 

Brand owners can search for a specific product or set of products by using the ASIN search box at the top of the report. The ASIN search box supports searches for up to 500 ASINs at a time, with either a space or comma separating each ASIN.

Sellers can use this information to help determine if they have some type of unique advantage (clearer images, better description, or benefits, bullet points, coupon, etc.) over their competitors.

5. Alternate Purchase Report shows brand owners which products Amazon shoppers most frequently purchased on the same day they viewed, but did not purchase, the brand owners’ products. 

It permits brand owners to quickly see what products are most commonly bought instead of their products to analyze product differentiation and portfolio mix opportunities.

It reveals...

• all of the products associated with brands the brand owner has successfully registered with the Brand Registry,
• the top 5 products most frequently purchased instead of the brand owners products,
• the percentage of time each of the top 5 products was the alternative product of choice during the reporting range selected by the user. 

Products not associated with the brand owner only show up in the report if they are one of the top 5 products purchased instead of one of the brand owner’s products.  

Brand owners can search for a specific product or set of products by using the ASIN search box at the top of the report. The ASIN search box supports searches for up to 500 ASINs at a time, with either a space or comma separating each ASIN.

The primary benefit of alternate purchase behavior is that sellers can identify the right ASINs and use them in their product targeting campaigns. 

This information can also be used by sellers as a wakeup call for improving different aspects of their own listings, (creating better images, descriptions, etc.) and therefore, their conversion rate percentage.

6. Demographics Report - shows brand owners an aggregate breakdown of their Amazon customers by age, household income, education, gender, and marital status. This information permits brand owners to assess the need for and success of targeted marketing campaigns in order to make product portfolio decisions based on customer penetration by demographic. 

This report is only available in the United States.

It reveals...

• all of the products associated with brands the brand owner has successfully registered with the Brand Registry,
• only products that have 100 or more unique customers in the given time period,
• the aggregate breakdown of sales of a brand owner’s ASINs by customer age, household income, education, gender, and marital status,
• the number of unique customers,
• unique customers percentage of total,
• ordered product sales, ordered product sales percentage of total, 
• ordered units, 
• ordered units percentage of total, for each of the demographic segments. 

The information provided is reflective of the primary account holder of the account.

Sellers can search for a specific product or set of products by using the ASIN search box at the top of the report. The ASIN search box supports searches for up to 500 ASINs at a time, with either a space or comma separating each ASIN.

Keep in Mind...

There are a number of reasons why the sales numbers (ordered product sales, ordered units) in the Demographics report will be different from the Business Reports found in Seller Central. 

The sales data in Brand Analytics represents all sales of a given product regardless of the seller of record, while the sales data in Business Reports includes only one seller’s sales. In addition, only products that have 100 or more unique customers in the given time period are included in the Demographics report.

With the insights provided by the Brand Analytics tool, sellers can make smarter decisions and implement improvements on a day-to-day basis. 

When sellers have access to their competitors' data and know exactly what they are doing, these sellers will have a clear idea of where they are lagging and how they can bridge that gap to attract more customers to their product listings.

Effectively using the information from the Band Analytics tool is an important step in your journey to build a strong brand that may someday become a household name. But there are a lot of moving pieces to consider and implement. If you suspect that you may have missed a critical piece, our experts can work with you to make sure that everything is 100% on track, while freeing you from the daily grind.

Schedule a call with us to discuss your Amazon advertising needs.

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