Amazon’s Brand Analytics provides valuable metrics for sellers in the Brand Registry. The metrics include recent advertising changes, such as targeting competitors in ads and search terms. Used strategically, Brand Analytics can drive sales.
Brand Analytics provides insight into sales, search terms, and buyer behavior. It’s available only to brand owners, not resellers.
The data is organized in critical categories — “Search Terms,” “Market Basket Analytics,” “Item Comparison,” “Alternate Purchase Behavior,” and “Demographics.”
Search Terms. I consult with many Amazon brand sellers. Often they use third-party keyword tools, which are not ideal. The problem is generic output that’s not specific to Amazon.
Conversely, Brand Analytics now offers Amazon-specific search terms. Users can view search terms for all of Amazon, including categories, products, and ASINs.
The most valuable info in my experience is conversion rates for specific search terms — which items convert to a sale for a particular search term. Brand owners can use the data to find the best search terms (the most clicks and conversions) for their products.
Using the data, brands can also develop a selling strategy against competitors by reviewing which company is getting the conversion for each search term. Brands can then compare their products and attempt to overtake. Using search terms in targeted, competitive ads is an example, as the data will identify products to target.
Market Basket Analysis. Amazon’s Market Basket Analysis is specific to the ASINs in your brand’s seller account. The tool shows additional items that shoppers purchased when they bought — or searched for — your items, including the frequency.
Pay attention to Market Basket Analysis. In time you’ll likely observe purchasing patterns involving your products and complementary items. It’s a critical insight into consumer behavior. It’s also useful in developing expansion products and in identifying advertising targets.
Item Comparison. The Item Comparison report shows the top five products that Amazon shoppers view after looking at your item, as well as the frequency. Item Comparison metrics are useful for improving advertising.
Alternate Purchase. The Alternate Purchase report is similar to Item Comparison. It shows which products consumers buy after viewing your listing. This, too, can improve advertising. It will also highlight where you are losing sales. You may have unknown conversion problems, such as price, quantity, or quality.
The Alternative Purchase and Item Comparison reports enable fact-based decisions.
Demographics. The Demographics report provides the age, marital status, household income, education, and gender of your purchasers. It’s excellent information to improve your product pages. It’s also useful when advertising on platforms outside of Amazon, such as Google and Facebook.
Amazon’s Brand Registry provides immensely helpful tools. The data focus on your brand and products. Unlike third-party tools, it’s specific to Amazon’s marketplace. And it can substantially bolster sales.