Amazon Brand Analytics – What Is It & How Should You Use It?

If there’s one thing that Amazon does really well, it’s providing sellers with new tools and data. Amazon Brand Analytics is one of the latest additions within Seller Central.

The catch is that you need to be a participant in the Amazon Brand Registry program, which means you need a live trademark to access the platform.

The Brand Registry program helps sellers better protect their intellectual property and gives them access to high-quality content and sponsored brand advertising.

Joining the Amazon Brand Registry program is worthwhile if you want customers to see the correct information associated with your brand, enjoy better brand protection, and gain access to powerful selling tools.

In this review, however, I will be focusing on Amazon Brand Analytics and how you can use it to your advantage.

What is Amazon Brand Analytics?

Amazon Brand Analytics is available via Seller and Vendor Central, provided you’re part of the Brand Registry program.

The platform gives you access to a combination of Amazon and brand-specific data that you can use to make more informed decisions about the products you choose to sell, as well as your marketing activities.

Popular search terms, products linked to popular search terms, customer demographics and behavior are just some of what you can discover when using this tool.

To find the Brand Analytics tool, you would login to your Seller Central or Vendor Central account, navigate to the Reports tab and click on Brand Analytics (see below).

Amazon Brand Analytics Seller Central_eBusiness Boss


Let’s delve into some of the features of this tool.


Amazon Brand Analytics Reports

The Amazon Brand Analytics platform is divided into four categories, which I will outline here.

1.Amazon Search Terms Report

Amazon Brand Analytics Search Terms Report_eBusiness Boss

This data is only available to sellers who own a brand or who represent a brand.

Anyone who isn’t directly associated with a brand won’t be able to access this data.

The search terms report highlights how Amazon customers are searching for a brand’s products as well as those of their competitors.

It also shows each product’s popularity in terms of searches as well as the product’s share of clicks and conversions.

Here are some of the specifics that you will find in this report:

  • Search term. Words that shoppers use to search for a product on Amazon.
  • Search frequency rank. The numerical rank of a certain search term based on it’s popularity over a specific period of time.
  • Click and conversion share. Each of these is a percentage that highlights the number of times a customer clicked on or bought a specific product vs the number of times a customer clicked on or bought any product associated with a search term.
  • Clicked ASIN. The ASIN that received the most clicks from shoppers using a particular search term. This includes both sponsored and organic products though.
  • Product title. The product title of the product associated with the clicked ASIN.

One downside of this report is that you will only be able to see the top three products for each search term, so you won’t get the full picture.


2. Market Basket Analysis

amazon brand analytics

This report shows sellers which products Amazon customers are purchasing along with their own.

When pulling this report, it will base it on the ASINs associated with your brand account.

Sellers can use this report to decide which products to up-sell or bundle together (If you don’t have access to brand analytics you might find the video below useful).

Anyway back to the market basket analysis report.

Here are the report specifics:

  • Purchased ASIN. The ASIN that is most often purchased along with your product.
  • Purchased title. The product name associated with this ASIN.
  • Combination %. The percentage of orders that have your product alongside this ASIN as well as the total number of orders that have the two ASINS differently.

What I have found with this report is that in order for the data to be valuable, you need to have high sales volumes.

For a number of my own products i have a number of different combinations to consider, i can only assume that this is because we sell a lot of these products.

3. Item Comparison and Alternate Purchase Behavior

item comparison and alternative purchase behaviour

In this report, you will see which competitor products were viewed alongside your own as well as which products a customer purchased after viewing yours.

This is golden information! Not only is this useful for product research purposes but you can also see which competitor you are losing sales to.

Once you find the best selling alternative you can study that product offering to improve your own.

Here are the specifics of the Item Comparison report:

  • Compared ASIN. The ASIN with which your product was compared.
  • Compared %. The frequency that this product was viewed alongside yours on one day.

Here are the specifics of the Alternate Purchase Behavior report:

  • Purchased ASIN. The ASIN that’s most frequently purchased after a customer views your product. In essence, the product you’re losing sales to.
  • Purchased %. Percentage of orders having that specific ASIN to the total number of orders containing alternative products.

Keep in mind that with this report, you will only be able to look up ASINs that are related to your products.


4. Demographics

Demographics is the final report. If you want some additional insights into your target audience, this report offers some valuable data.

You don’t seem to have access to this report within the European Amazon seller central accounts, well we don’t anyway.

On the US side, we generally use this data to customize and enhance our product pages, you should be using your images to convey relevant messages to your target demographic.

Here are the specifics of this report:

  • Unique customers. The number of customers that placed orders over a specific period of time.
  • Unique customers & of total. Total number of unique customers in relation to all customers.
  • Ordered product sales. Number of product sales.
  • Ordered units. The number of units ordered by customers.

Users do have the ability to download most of these reports, including demographics, item comparison, search term, and market basket data.


The Brand Dashboard Bonus

Along with gaining access to the Brand Analytics reports, Brand Registry members can also access to the Brand Dashboard. You can find this dashboard under the Performance dropdown menu.

Again you don’t seem to have access to this within the European Amazon seller central.

Anyway, it’s a useful dashboard to have.

Using this dashboard, you can see any negative brand reviews, which of your listings have less than five reviews, and which listings are missing key details and content.

You can also see which listings are running without ads in case there are opportunities you are missing out on.

If a listing is performing well without advertising, you can apply these principles to your other listings.

Should You Bother with Amazon Brand Analytics?

As an Amazon seller, reporting, data, sales tools are a must – if you want to build a serious business anyway.

Amazon are well known for being fiercely protective of their data so in my opinion you should make use of everything that’s made available to you.

There are a lot of third party tools that you can use to make the most of their data…

Helium 10, Sellerboard, and Viral Launch being some of my top picks.

If you click on the above links, you can access my full review on each of these tools.

Considering that Amazon Brand Analytics is free, there’s really no reason why you shouldn’t be taking advantage of it as a seller. Plus, the data’s directly from Amazon, which does make it incredibly valuable.

It’s also easy to use!

Here are some of the reasons why I use Amazon Brand Analytics.

  • Refining our keyword strategy. If you look at the Search Frequency column in the Search Terms Report, you can better optimize your product pages based on the terms that will bring you more traffic.
  • Identify new opportunities. One of the biggest benefits of having access to competitor data is that you can easily identify where they’re lagging and where you can fill the gaps. Using the Search Terms report, you can create a more superior product, increase your bids for specific keywords, and use specific keywords to improve your product listings.
  • Understand your customers. The better you understand your customers, the better you can cater to their specific needs. The Brand Analytics platform may give you insights that you never knew you needed. Perhaps you’ve been targeting the wrong age groups, or you realise you could add different products to your range based on shopper behavior.
  • Understand your products. Finally, it helps to know which search terms are driving the most sales and which search terms customers are using to describe your products. For example, if your organic handwash appears after typing in the term best organic handwash, it tells you a lot about how your brand is perceived in the market.

Using Amazon Brand Analytics to Boost Sales

There’s no denying that this tool offers some important insights, which can enhance the strategic decisions you make as an Amazon seller.

This tool was once only accessible to vendors who fell into a specific pricing bracket. Today, every brand owner who has signed up for the Brand Registry program can benefit.

Obviously, Amazon realized how they would benefit from making this data more accessible too.

I believe that any tool that’s going to give you additional insights into your products, competitors, and audience is worth your time.

I wouldn’t say you won’t need any other tools – Brand Analytics is simply there to provide additional insights.

What I would also recommend is that you undertake additional training to enhance your skills as an Amazon seller. Upskilling and having the right data at your disposal can put you miles ahead of your direct competitors.

You can find out more about our Private Label FBA Training here.

Tags: amazon brand analytics, amazon seller tools

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