AMAZON ANALYTICS INSIDER - BRAND ANALYTICS

Achieving sustainable growth for your Amazon business entails fostering loyalty among your customers. To accomplish this, a thorough understanding of your customers is crucial – their needs, interests, and purchasing power. This knowledge serves as the foundation for crafting a personalized marketing strategy that directly resonates with your customers, encouraging them to choose your products. However, obtaining this level of understanding requires data. Amazon Brand Analytics, introduced in 2019, provides you with access to comprehensive data, offering insights into the purchasing behavior of customers. Armed with this information, you can strategically shape your marketing approach, effectively building brand awareness and driving revenue growth. In the following sections, we'll delve into the specifics of what Amazon Brand Analytics entails and how it can significantly contribute to increasing your sales.

WHAT IS AMAZON BRAND ANALYTICS

Amazon has introduced Amazon Brand Analytics solutions specifically designed for registered brand owners, aiming to enhance their sales and cultivate customer loyalty. This tool offers an in depth perspective on various aspects:

1. Keyword Insights: Reveals the keywords shoppers use to discover products.
2. Product Comparison and Purchases: Highlights products that customers compare and subsequently purchase after viewing the brand's offerings.
3. Frequently Bought Together: Identifies items that customers frequently purchase in conjunction.
4. Repeat Purchases: Provides insights into products that customers buy repeatedly.

Additionally, Amazon Brand Analytics furnishes demographic data encompassing customer location, gender, age, income, and marital status. Armed with this valuable information, brand owners can:

• Enhance Product Visibility: Utilize targeted advertising strategies.
• Boost Online Sales: Implement intelligent pricing and attractive promotional offers.
• Understand Shopping Habits: Tailor approaches to reach new customers effectively.
• Optimize Product Mix: Stay ahead of competitors by offering the right combination of products.

Amazon Brand Analytics not only delivers these insights but also ensures they are easily comprehensible and actionable through its intuitive and user friendly interface. Amazon Brand Analytics is accessible within Seller Central, catering to all sellers who are registered under Amazon Brand. If you are unable to locate it on your Seller Central dashboard, it indicates that you do not currently fulfill the criteria to be recognized as a brand registered seller on Amazon. The Brand Analytics Dashboard offers a comprehensive overview through six reports categorized into two segments: These metrics enable you to understand the customer journey, revealing insights such as the appeal of your product listing (impressions vs. CTR), potential cart abandonment issues (high cart adds but low purchases), and the influence of shipping speed on buyer decisions. For instance, a high number of impressions but a low CTR may prompt adjustments to your product image and title. Similarly, a high cart abandonment rate may require improvements in the checkout process or the implementation of a retargeting strategy. The Shipping Speed metric helps assess its impact on buyer decisions. The Amazon Search Query Performance Dashboard is a powerful tool that reveals key insights into how customers discover and engage with your brand's products through search queries. The dashboard presents information in both Brand and ASIN views, allowing you to assess overall brand performance or focus on individual product ASINs. This dashboard provides comprehensive data on customer behavior, allowing brands and sellers to refine their advertising strategy, optimize pricing, and enhance the customer shopping experience to drive more conversions. The Top Search Terms Dashboard within Amazon provides invaluable data for brands and advertisers, offering a clear understanding of the most frequently searched terms within a specified timeframe. This information allows businesses to make informed decisions rather than relying on guesswork. Here are key metric definitions to help navigate and comprehend the dashboard:

1. Search Frequency Rank: Indicates the ranking order of search terms based on their frequency of searches. Terms with the same frequency share the same rank.
2. Top Clicked Products: Displays the top 3 products that garnered the most results for a specific search term. These products are highly relevant to the search query and attract a significant number of clicks.
3. Top Clicked Categories: Highlights the top 3 categories that generated the most results for a particular search term. This information aids in identifying popular categories associated with the search term.
4. Top Clicked Brands:Identifies the top 3 brands that generated the most results for a specific search term. Understanding which brands attract the most clicks provides insights into consumer preferences and competitor analysis.

These metrics offer sellers valuable insights into popular search terms, preferred products, and categories. Additionally, understanding the topclicked brands provides a competitive analysis, helping businesses refine their strategies and better meet consumer needs in the dynamic Amazon marketplace. These metrics provide a comprehensive view of customer retention, allowing businesses to gauge the effectiveness of their strategies in encouraging repeat purchases and fostering brand loyalty. By analyzing these data points, brands can make informed decisions to enhance customer engagement and satisfaction. Here's a breakdown of the key demographic insights available in the report:

1. Age: Provides information on the age distribution of your target customers. Understanding the age demographics enables businesses to tailor marketing messages to resonate with specific age groups.
2. Household Income: Offers insights into the income levels of your customer base. This information is crucial for determining the purchasing power of your audience and adjusting pricing strategies accordingly.
3. Education: Indicates the educational background of your customers. Understanding the educational levels of your audience can help shape content and messaging to align with their preferences and interests.
4. Gender: Reveals the gender distribution among your customer base. This insight is valuable for crafting marketing messages that are inclusive and relevant to the diverse demographics within your audience.
5. Marital Status: Provides information on the marital status of your customers. Understanding the marital status of your audience allows for tailored marketing strategies, especially for products or services that may cater specifically to married or single individuals.

Utilizing these demographic insights, businesses can optimize their marketing messaging to maximize awareness and conversions. Whether refining onAmazon product listings or developing targeted offAmazon advertising campaigns, a nuanced understanding of the target audience enhances the effectiveness of marketing efforts and fosters a deeper connection with customers.

1. Firsthand Marketplace Data: Access accurate market data directly from Amazon's in house reporting. Gain insights into customer behaviors, search trends, and buying habits to inform data backed marketing strategies. Provides a marketwide perspective, allowing brands to identify trends and growth opportunities across the platform.
2. Identify Target Audience:Utilize the Demographic report to precisely identify and understand the target audience. Example: For a brand selling organic moisturizers, demographic data reveals that the primary audience is women aged 18–24, earning $50,000–$74,999, and unmarried. This information can be used to create personalized ad copy for better results.
3. Understand Customer Shopping Behavior: Leverage the Repeat Purchase Analysis dashboard to identify ASINs and brands with the highest repeat purchases. Optimize advertising strategies to maximize sales for these high performing products.
4. Identify HighPerforming Keywords: Extract valuable insights on search terms from Amazon Brand Analytics. Example: Identify keywords with high search volume, cartadds, and purchase counts for increased advertising budget allocation and improved conversion chances.
5. Additional Keyword Insights: Complement Amazon Brand Analytics with tools like SellerApp's Keyword Research tool for deeper keyword analysis. Assess search terms based on factors such as search volume, relevancy score, estimated orders, and conversion rate to identify the most profitable keywords.
6. Final Thoughts: Scaling an ecommerce business on Amazon requires a strategic approach. Amazon Brand Analytics provides valuable data, but it may not cover all aspects. Complement it with seller tools like SellerApp for additional insights, including keyword analysis, competitor assessment, listing optimization, and advertising campaign automation. Consider engaging experts to help create and optimize PPC campaigns, maximizing Return on Ad Spend (ROAS).

In conclusion, Amazon Brand Analytics serves as a powerful tool for brands on the platform, offering crucial datadriven insights. However, a holistic approach that combines this tool with additional resources and expert assistance can further enhance the effectiveness of a brand's presence and strategies on Amazon.