Amazon analytics have been present for many years, but rapid advancements from Amazon have made it obligatory for companies selling their items on the marketplace to use an Amazon in-depth brand analytics tool for increased sales.
Besides rebranding, Amazon Brand Analytics also provides better data and new analysis for commercial attribution. Amazon recently announced the rollout of the search analytics dashboard, which will offer third-party merchants deep insights into their product search results.
Amazon Brand Analytics – What Is It?
Amazon Brand Analytics is a collection of reports made available to users of the Amazon Brand Registry who have been approved. The service, formerly known as Amazon Retail Analytics, provides significant information into buyer behavior, popular search phrases, competitive performance, and advertising efforts.
Businesses may use this additional data to enhance sales on Amazon and maybe throughout their omnichannel network if it proves helpful. Having a registered brand on Amazon gives you more control over how your brand appears. Additionally, they have unique access to essential tools, such as Amazon brand analytics, developed just for companies.
What is the significance of Amazon Brand Analytics?
There are five reports in all, one for each sale funnel stage, available through Amazon analytics. Marketing and product positioning decisions can then be made based on this information.
1. Amazon Key Words and Phrases
Using this analysis, marketers can see which phrases appear most frequently on Amazon, which may help them boost their search engine results. To capture the digital shelf and develop brand awareness among consumers is vital for firms.
2. Amazon Attribution
Currently, this report is only available in Canada, the United States, the United Kingdom, and a few European nations. Nevertheless, early adopters use this data to evaluate better the influence of their external advertising networks like search and social media on Amazon sales.
3. Comparative Analysis and Alternate Purchase Patterns
This study focuses on the contemplation stage of the consumer funnel and gives valuable information. Brands can track which of their competitors’ items their customers are looking at and purchasing. Important data that isn’t always available from merchants and other third-party sales channels can be obtained in this manner.
Brands can see the demographics of their clients, such as their gender, family income, level of education, and marital status, thanks to this report. Using this data, they will measure the efficiency of their audience segmentation and make better judgments regarding their upcoming product portfolio.
5. Recurring Purchasers
This gives valuable information about Amazon customers’ brand loyalty. Your business may benefit from any of the aforementioned studies, no matter its top goals. As a result, brand owners have a competitive advantage over third-party merchants, and non-branded rivals since this Amazon analytics is only available to brand owners on Amazon.
Top Amazon Brand Analytics Metrics to Keep an Eye on
Each ASIN’s Click Share
The Search Term report from Amazon is a gold mine for conducting keyword research. You can discover which products are the most popular and most frequently purchased for each phrase you input.
As a result, if one of your goods is the most renowned, you’ll be able to see how many people are clicking on and purchasing it.
In contrast, you don’t have to type in hundreds of search phrases to discover which keywords bring in the most traffic to your listings. Using the search field, you can type in the product’s ASIN to find the most popular terms associated with it.
The study on Repeat Purchase Behavior has a wealth of information. There is a way to know how many orders originated from repeat consumers. More significantly, you can tell how much money recurring customers are worth. To be profitable, you must be able to increase this amount on a weekly or monthly basis.
The Purchase of Competitor Products by Consumers
The Alternate Purchase report lets you see how many people looked at your goods before purchasing elsewhere. For example, Coca-Cola may see that 10% of the people who looked at their six-pack ended up purchasing a Pepsi multipack instead.
It helps brands identify which items and rivals pose the greatest danger to their revenue and profitability. They may also utilize this data to improve the rankings of their products on search engines.
Amazon’s advertising attribution may be used to track non-Amazon search and email marketing. It would take some time to integrate all the tracking tags, but you will have access to many valuable data like impressions, click-through rates (CTR), and Amazon sales.
You may use your click-through rate to evaluate the success of different channels and better understand the impact of each of your campaigns. For brands that rely heavily on Amazon for sales, these metrics may have a significant impact.
Brands’ profitability may be considerably increased through the use of data-driven marketing. Aside from other reporting tools, Amazon analytics delivers additional data that you can’t get by looking at your online shop.