Understanding customer behavior and trends is key to staying ahead of the competitors. Amazon Brand Analytics (ABA) offers insights, from keyword research to demographic data, which can be leveraged to create marketing strategies and boost overall brand performance.
This guide dives into the essentials of Amazon Brand Analytics and how it can help with tracking competitors, understanding customer behavior, and optimizing advertising and product listings.
What is Amazon Brand Analytics?
Amazon Brand Analytics is a tool that provides insights that can help sellers in making strategic decisions. This advanced tool uses comprehensive data to help seller understands their customers and target them based on their preferences. Brand Analytics offers overview of competitor performance, enabling sellers to improve their sales and optimize their presence in the marketplace.
Who can use Amazon Brand Analytics?
To be eligible for Amazon Brand Analytics, sellers must meet specific criteria:
- They must be a seller on Amazon
- They must own a brand
- They must not be a reseller of the product they’re selling
- They must be enrolled in the Amazon Brand Registry program
It’s important to note that wholesalers and dropshippers do not have permission to access the tool. However, sellers with pending trademarks, who are enrolled in Brand Registry may still use Amazon Brand Analytics.
How to access Amazon Brand Analytics
To access Amazon Brand Analytics, sellers can follow these steps:
- Log in to their Amazon Seller Central account
- Navigate to the main menu from the Seller Central home screen
- Select “Brands” from the top menu
- Choose “Brand Analytics” from the dropdown menu
Once accessed, sellers can view various reports and tools designed to provide valuable insights into customer behavior, market trends, and product performance.
Key Reports in Amazon Brand Analytics
Amazon Brand Analytics offers reports that provide sellers with actionable insights to enhance their brand’s performance on the platform. Here’s a breakdown of each key report:
1. Search Catalog Performance Report
The Search Catalog Performance Report provides insights into product performance across the search shopping funnel. This report allows the seller to compare their ASINs and identify underperforming products. Data can be shown in various date ranges, including weekly, monthly, and quarterly periods. Key metrics available in this report include impressions, clicks, click-through rate, purchases, cart adds, and conversion rates. This data helps understand how customers engage with products throughout the shopping journey.
2. Search Query Performance Report
The Search Query Performance Report shows the top 1000 queries that led customers to a brand’s products and analyzes the performance of each search query. It includes two views: Brand view and ASIN view. Sellers can access metrics such as total count, click rate, brand count, and brand share. By accessing this data, sellers can optimize their product listings, change their advertising strategy, and improve overall visibility on the platform.
3. Repeat Purchase Behavior Report
The Repeat Purchase Behavior Report provides insights into customer retention patterns and repeat purchases at both the brand and ASIN levels. This report offers valuable data on unique and repeat purchases, including revenue, order, and customer metrics. Key information includes sales, units, repeat customers, change versus prior period, and percentage share of total sales.
4. Demographics Report
The Demographics Repor offers insights into the demographic spread of their customers. This report provides information on the age, income, education, and gender of customers who purchase from a brand on Amazon. A minimum of 100 unique customers is needed to access this data. The report helps sellers understand their target audience and tailor their marketing strategies accordingly.
5. Market Basket Analysis Report
The Market Basket Analysis Report reveals the top three ASINs frequently purchased together with a seller’s product. This report helps identify cross-selling opportunities and potential product bundles, allowing sellers to optimize their product offerings and marketing strategies.
6. Top Search Terms Report
This report provides visibility into the top search terms for the products sold on the Amazon marketplace. Available metrics include search frequency rank, click share, and conversion share.
Leveraging Amazon Brand Analytics for Business Growth
Amazon Brand Analytics equips sellers with insights to elevate their brand’s performance through data-driven strategies in product optimization, marketing, and customer targeting.
Optimizing product listings
Amazon Brand Analytics provides insights to enhance product visibility and sales performance. Data from the Search Query Performance report can help sellers identify high-performing keywords and incorporate them into product titles, bullet points, and descriptions. This incorporation improves organic search visibility and attracts more traffic to the listing. The Top Search Terms report reveals frequently used search queries, allowing sellers to stay ahead of evolving market trends and adjust their strategies accordingly.
Improving marketing strategies
The brand analytics platform offers a wealth of data to refine marketing approaches. The Demographics report provides insights into customer age, income, education, and gender, enabling sellers to tailor their campaigns to specific audience segments. By analyzing the Market Basket Analysis report, businesses can identify cross-selling opportunities and create product bundles that cater to common buying patterns. This data-driven approach helps allocate marketing budgets more effectively, focusing on channels that drive the most valuable traffic to listings.
Enhancing customer targeting
The Repeat Purchase Behavior report offers valuable insights into customer retention patterns and brand loyalty. By understanding which products customers frequently repurchase, sellers can develop strategies to increase customer retention. Additionally, the brand analytics tools offer data on whether customers shop via mobile devices, desktop computers, or Amazon’s mobile app, guiding sellers in optimizing their product listings and marketing messages for the platforms where their customers are most active.
Conclusion
Amazon Brand Analytics is a powerful tool that gives you valuable insights into customer behavior, product performance, and market trends. With these data-driven insights, you can optimize your product listings, improve your marketing strategies, and better target your customers. This leads to better visibility, increased sales, and stronger customer loyalty.
By using reports like search query performance and repeat purchase behavior, you can make smarter decisions to stay ahead of the competition and drive growth. If you’re not taking advantage of Amazon Brand Analytics, you’re missing out on key opportunities to fine-tune your strategy and boost performance.
The effective use of Amazon Brand Analytics can improve visibility, increase sales, and enhance customer loyalty.
For those looking for expert guidance, my team at BellaVix is ready to help you leverage these tools for success. Stay updated on the latest eCommerce news by subscribing to our newsletter!👇👇👇