Growing your Amazon business sustainably requires you to build loyalty among your customers.
To do that, it’s important to understand the customers well. Their needs, interests, and purchasing powers – all of these will help you craft a personalized marketing strategy that speaks directly to your customers and gets them to buy your product.
But you need data for that!
Launched in 2019, Amazon Brand Analytics gives you access to all the data you need to understand the purchasing behavior of customers.
Using that, you can effectively craft your marketing strategy and build brand awareness and revenue.
Let’s understand in detail what Amazon Brand Analytics does and how it can help you increase your sales.
A quick peek into the article:
Amazon released Amazon Brand Analytics solutions for registered brand owners to help them grow sales and customer loyalty.
This tool gives you an inside view of:
Brand Analytics also provides demographic data on customer location, gender, age, income, and marital status.
With this information, you can:
Not only does Amazon Brand Analytics (ABA) provide these insights, but it also makes them easy to understand and actionable, thanks to its intuitive and user-friendly interface.
Amazon Brand Analytics is available in Seller Central for all Amazon Brand registered sellers.
If you don’t see it in your Seller Central dashboard, you simply don’t meet the criteria to become a brand-registered seller on Amazon.
Learn about how to register your brand on Amazon from this detailed guide.
Now, if you are brand-registered, simply log into your Seller Central account and find “Brand Analytics” under the “Brand” section in the left navigation pane.
In the Brand Analytics Dashboard, you can see six reports in two segments:
Under search analytics, you get
Under consumer behavior analytics,
All these reports help you understand the nitty gritty of the shopping journey, and create a data-driven marketing strategy.
This report reveals how customers interact with your brand’s product throughout the shopping journey.
The Search Catalog Performance Dashboard displays the following metrics for each ASIN:
Apart from these, you also get some other metrics for each stage of the purchasing funnel:
These metrics help you understand how your customers move from one stage to another in their customer journey.
For example, if you see a high number of impressions but a low CTR, it indicates your product listing is not appealing enough, or it may not match customers’ intent. You need to work on the product image and product title to get more clicks.
Similarly, if the cart adds are high but actual purchases are low, it means you have a high cart abandonment rate. Here, you can reduce the friction in the checkout process or implement a retargeting strategy to get people back to your listing and complete the purchase.
With the Shipping Speed (Same day, 1D, 2D) metric, you can determine how it influences the buyer’s decision.
This dashboard displays top search queries that lead to your brand’s products from the search. It also shows overall metrics (impressions, clicks, cart adds, purchases) for each query and your brand’s share.
By default, Amazon shows the Brand view to understand your overall brand(s) performance. But you can also look at the ASIN view to understand the performance of your individual ASIN.
In the Search Query Performance Dashboard, you can find the following metrics for customer queries associated with your brand’s products:
In the impressions section, you can find the following metrics:
Similar to Brand Count and Brand Share, in the ASIN view report, you get the following metrics:
Similar to impressions, the following metrics are available for clicks:
It also provides some additional metrics:
The Amazon Search Query Performance Dashboard provides valuable insights for brands and sellers throughout the purchasing journey. With this data, sellers can refine their advertising strategy to get more conversions.
Read the complete Search Query Dashboard guide to learn more about it.
Knowing what customers search for is extremely valuable data for any Amazon brands and advertisers.
Instead of throwing stones in the dark, you can finally see the top search terms in this dashboard. It provides insights into the most frequently searched terms within a selected timeframe.
Search terms are ranked based on their frequency of searches, and for each term, the dashboard shows 3 top-clicked products, categories, and brands.
Here are some key metric definitions to help you navigate and understand the dashboard:
Additionally, the dashboard shows the following metrics for the top three clicked products on the Amazon search page:
These metrics give sellers valuable insights into popular search terms, products, categories, and more.
Thousands of people are buying your product, but how many of them are coming back for a repeat purchase?
The Repeat Purchase Behavior Report provides insights into repeat purchase and customer retention patterns by ASIN or brand. It gives you a breakdown of customer purchase behavior and helps you make data-driven decisions to increase brand loyalty.
The metrics found in the Repeat Purchase Behavior Report are
Do you know who are your target customers? Do you know how old are they? How much do they earn?
In the demographic report, you can get insights into all these, including their age, household income, education, gender, and marital status.
It helps you understand your target audience on a granular level. You can use this information to optimize your on and off-Amazon marketing messaging to maximize awareness and conversions.
You can see customers are visiting your product and purchasing. But is there any way to increase the average order value?
For example, customers are buying yoga mats. They also tend to purchase sweatpants and sports shoes. Since you don’t offer them, customers naturally shift towards some other brands.
Instead, if you bundle a yoga mat with sweatpants and shoes, it can increase the average order value.
But how do you know what products shoppers commonly buy together?
Market Basket Analysis provides insights into the products that are frequently purchased together, allowing you to create effective bundling and cross-selling opportunities.
The report gives the following metrics for the top three purchase combinations:
The Market Basket Report helps you identify cross-marketing opportunities and create value-based bundles to increase the average order value.
The Amazon Brand Analytics tool comes with multiple benefits. Here are some of them:
Amazon Brand Analytics provides accurate market data straight from Amazon’s in-house reporting. This includes customer behaviors, search trends, and buying habits on the platform.
You can use this data to create data-backed marketing strategies.
ABA tool also provides market-wide reporting without restricting itself to a single brand. It gives brands a birds-eye view of the broader market, allowing them to identify trends and opportunities for growth.
With the Demographic report, you can tap into your target audience with utmost accuracy.
Let’s assume that you are selling organic moisturizers. When you went through the Demographic data, you saw that most of your audience who are purchasing the product are between 18 – 24 women, earning $50,000 – $74,999, and unmarried.
With this information, you can create personalized ad copy directed to your target audience that generates better results.
With the Repeat purchase analysis dashboard, you can understand which ASINs and brands get the most repeat purchases. This information helps you optimize your advertising strategy to get more sales for these products.
You can also find search terms that perform well from Amazon Brand Analytics.
For example, if you see on the Search Query Performance report that some keywords have high search volume and also have significant cart-add and purchase count, it means it’s a high-performing search query.
You can increase your advertising budget for this keyword to increase conversion chances.
Even though ABA is a sophisticated tool, it doesn’t give all the information about a search query.
You should pick search terms with decent search volume and are moderately competitive, and you want to find better insights into keywords. Here’s what you can do:
Scaling an e-commerce business can be tricky, and Amazon is no exception.
With the data from Amazon Brand Analytics, you can optimize your business on a deeper level and increase the chances of sales.
However, Amazon Brand Analytics does not provide you with everything. You still need a seller tool like SellerApp to get additional insights on keywords, conduct competitor analysis, optimize your listing, and automate your advertising campaigns.
On top of that, you need experts who can help you create and optimize your PPC campaigns to maximize your ROAS. We’ve already helped 20,000+ brands, including Philips and Coca-Cola, create full-funnel advertising strategies.
And we can do the same for you.
Schedule a call with us and kickstart your e-commerce growth now!