Product Intelligence  – An In Depth View

Selling on Amazon requires immense support and tactics to meet the current competition standards. It takes months and maybe years for an Amazon seller to understand the required actions to send his product listing to the top of the page. Apart from time, it will also negatively affect the seller’s total budget. Is there a possible solution to not let this situation affect your E-commerce business? 

The Answer is Yes! With only a few clicks, you can assess insightful data that will put your product listing ahead of the race. SellerApp’s Product intelligence provides you the perfect platform to control the launch/management of your Amazon business. SellerApp’s Product intelligence shines light on various elements that affect the quality and performance of your listing. The Product Intelligence section gives you up to date data on several aspects that improve your product listing on Amazon. Make quality decisions for your product’s progress just with a few clicks. Track the latest trends and market changes with the help of product intelligence data. 

Let us now experience how the product intelligence feature would help you in your e-commerce progress. To start off, let us add some products. 

How/Where to find Product Intelligence Feature?

  1. Once you have logged in to the SellerApp dashboard, navigate to the second option on the left hand side panel called as product intelligence.
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Product Intelligence - Overview

Once you click on the product intelligence overview option, there are multiple parameters that allow you to measure your product’s performance. Let us go through them one-by one.

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Product Keyword

The product keyword function helps you discover the best relevant keywords for your product detail page content. This includes the listing title, bullet points explaining the product and so on. With the help of other metrics such as the CPC, search volume and relevance score mentioned here, you can learn how to improve your listing.

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Relevance Score - The relevance of the keyword to the product listing is mentioned here. 

Monthly Search volume - This section explains the number of times a specific keyword has been searched for. 

CPC (Cost-per-click) - This section explains the cost the seller has to pay for every time a customer clicks on an ad the seller has added the keyword to.

Keyword Tracking

Keywords play a huge role in bringing in the traffic to the page. It is key to monitor the keywords included in an ad campaign. Understanding the positions of your keyword can help you manage your ad better. Keyword tracking enables you to check the performance of different keywords. Once you have filtered high-importance keywords, you can track them and check if they are indexed or not. You can select the best keywords depending on their organic rankings and positions. After this, you can either use these keywords to boost your ad campaigns or continue to track them for a long term tracking.

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Status - The status section describes if the keyword on the left side is indexed or not. 

Indexed Products - This data shows whether that product is indexed for the keyword you are tracking.

Page Rank - The page rank of the search term is mentioned here. 

Current position - The current position of the search term is defined here. 

Position Change - The position shifts that have occurred in a specific amount of time. 

Last updated - The time of the last data update for the specific keyword. 

Index Checker

Copy the backend search terms from your seller central account to the index checker page. The index checker inspects the search terms and then points out the terms that are indexed. Along with analyzing the search terms, the index checker algorithm also notifies you about the duplicate terms that are present in your product listing. 

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Listing Quality

Listing quality points to the overall quality of your product listing elements. The more your Listing quality, the more discoverability and desirability your product pages will receive. The listing quality analysis separately provides feedback on each element of your listing. The desirability analysis includes title, description, bullet points, images and other contents. The discoverability analysis includes ASIN indexing, shipping method, search term, and search visibility elements. 


These details will help you work on specific sections of your product listings for better rankings. The scale of listing quality is from 0-100. A quality score of above 80 is said to be a good listing quality score.

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Discoverability

Discoverability relates to the ranking of your product on Amazon. When your PPC campaigns are added with relevant keywords, it brings in good numbers of impressions and clicks which can convert as sales for your account. If your advertisement does not rank, it then increases the ACOS. To understand more about discoverability, let us look at the factors that decide the discoverability of a particular listing. 

Asin Indexing 

ASIN indexing is defined as the feature which shows you whether your listing has been indexed or not. If indexed, your product will have the green tick which is shown in the dialogue box below. This feature provides you with the information if your product listing is displayed or available on Amazon results or not. 

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Shipping Method 

Shipping method is the type of fulfillment the seller chooses. There are two types of Amazon fulfillment. The first type is FBA - (Fulfilled by Amazon). In this type the storage and shipping service is provided by Amazon to sellers who are looking to sell their products through Amazon. In the FBM - (Fulfilled by Merchant) method, the listings are available on Amazon. But, the complete logistics from warehousing, dispatching and delivery is taken care of by the merchant themselves. The most preferred method of fulfillment is FBA. Sellers who choose through FBA also get more visibility.

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Search Term

This section defines the search term quality of the ASIN. You can see in the below image that there are four red crosses for this specific ASIN. The respected ASIN did not qualify the basic quality parameters for the search term analysis. Sellers should aim to get four green ticks for every ASIN.

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Search Visibility

The search visibility of a product is defined by two parameters. The first parameter is page rank. The second parameter is the current position. The below given image shows the keyword along with its page rank and current position. The search visibility of the below given image is not qualifying the basic requirements. Hence it shows the status “poor” in the top right corner. Once all the parameters are met, the status “Great” will be displayed in green.

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Desirability.

Desirability connects to how a product listing page can relate to personal requirements and influence the buyer to make a purchase. Once the buyer lands on your product listing page, it is the desirability factor that plays the lead role in whether you get an “Add to cart” click. Let us visit the desirability factors.

Title 

This feature cross verifies the strength of your product title. A good strength title should have 200 characters. Keep in mind to attach high-value keywords in the title for the best results. Do not over crowd with keywords. Using three high-ranking keywords is the right approach. Also include the brand name, quantity of the product and the size of the product. This provides clarity and good ranking.

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Description & Bullet points

The content created to describe your product is analyzed here. To have a good description and bullet points, you should follow certain quality conditions. A good description will have certain distinctions. Since it has a limit of 2000 characters, mention all the functions of the product in detail. Add keywords in all possible relevant areas. Also keep in mind to not put a lot of content since the listing will also be displayed on a mobile screen.  

List out the main features of the product in the first bullet and then continue with explanations. Add keywords in relevant spaces. You can write about how it solves a problem that the customer is facing. Include reasons why your product is superior with factual reasons.

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Images

This assesses the images used for your advertisement on Amazon. A few quality guidelines to follow to make the best image uploads are provided here. The uploaded images should be at least 1000 pixels on the longest side and 500 pixels on the shorter side. The image should not exceed 10000 pixels on the longest sides. 

Products must constitute at least 85% of the image. Images should also have a pure white background and not be a drawing. It should also not contain pictures of accessories.  The image section of the SellerApp considers all of these parameters to give your images a rating. You can then make changes if required and improve your image rating. 

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Q&A

This contains the analysis of the questions and answers used to educate the customers more about your product. Always be updated for any more questions. The below scenario relates to a question not being answered and hence the assessment for the respective ASIN becomes “Average”. The minimum number of questions should be 10.

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Videos

The score of the video for your Amazon advertisement can be observed from here. Another important fact about the video is that the resolution should be 720p. This will give the viewers the best experience when they are viewing your advertisement. The videos can contain stories involving emotional storytelling to help customers make the “buy” decision. Make sure that there is no indication of prices or discounts in the video. There should be no mention of any particular health claims and other forms of inaccurate statements.

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Reviews

This feature rates the reviews you have received for your products. Reviews are one of the most important features that will let your product listing page be shown to more customers. Always be on time with review replies. To request a reply, Amazon has an automated mail that goes out requesting a review after the sale is made. If the customer does not respond to it, you can hit the “Request a review” button. This option is available as a one-time response on the Amazon order page.

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Ratings

Once you have received ratings for your products on Amazon, it is rated here. The ratings are subject to customer experience. The best possible way to boost your ratings is to provide your customer with the best products. If there are any negative ratings, take actions and figure out an apt solution.

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Note - Always follow the guidelines set by Amazon in each of these where content has to be published on the website.

Search Visibility

Search visibility is a parameter that defines the brand awareness and sales of an amazon product listing. It is defined as the percentage of exposure that a product gets on the basis of all the organic rankings of the keywords tracked to that particular ASIN. With a few clicks, you can understand the performance of your keywords from the keyword tracking feature.

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The graph brings clarity on to the organic rankings of the keywords that are used for the specific product. In cases of a few keywords, the graph might not be depicted. There are mainly two reasons that this occurs.The first reason is that the keywords are not indexed. The second reason is that even if the keywords are indexed, the organic rankings will be more than 250. 

FBA Fees

The FBA fee is defined as the total fee to be paid to Amazon. It includes the referral and fulfillment fee. The fee fluctuates according to the item’s weight, category, and size. In layman terms, it is also called the “pick and pack” fee.

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Number Of Sellers

This number states the sum total of sellers who are tagged on the same page. These sellers are a collective of Amazon FBA and FBM sellers. This feature allows you to gauge the competition levels in the current category/product type.

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This graph depicts the product trends over a specific time. This is decided by a few factors. These factors are BSR, price, orders, revenue, and offers. The graph accurately catches the variations of these metrics over time to help you understand product trends.

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The product intelligence feature can be utilized to optimize your Amazon account. You can obtain updated data on different types of metrics to have an in-depth understanding of where your Amazon account needs improvement. You can increase your overall desirability and discoverability of your product to engage customers more with your product listing. SellerApp provides you with the perfect solution to increase your organic rankings by understanding in detail about your competitors and their product metrics.

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