Amazon Brand Analytics： How to Use Amazon Analytics [Guide]

Is Amazon equipped with analytics tools?Indeed, it is! If you are a member of Amazon’s Brand Registry, simply log into your Seller Central or Vendor Central account. This article delves into the most potent shopper data available to Amazon sellers: Amazon Brand Analytics.Amazon Brand Analytics is a proprietary tool exclusively available to Amazon Brand Registry members, known as Brand Owners. Through Brand Analytics, businesses gain access to insightful reports and actionable data to inform their marketing, advertising, and selling strategies on Amazon.Continue reading to discover how to leverage Amazon Analytics effectively for sellers!For an extensive guide on selling on Amazon, subscribe to Revenue Weekly. Receive tailored tips directly to your inbox for marketing and advertising your products on Amazon, along with measuring your return on investment (ROI) from the world’s largest e-commerce platform.Amazon Brand Analytics is a tool within Amazon Seller Central and Amazon Vendor Central, designed for members of Amazon’s Brand Registry. It includes five comprehensive reports:

Amazon Search Terms

Repeat Purchase Behavior

Market Basket Analysis

Item Comparison and Alternate Purchase Behavior

Demographics

Brands can utilize these reports to make informed decisions regarding their product range, marketing, and advertising strategies.To utilize Amazon Brand Analytics, you must meet the following criteria:

Brand owner

Member of Amazon Brand Registry

Responsible for selling the brand on Amazon

The brand maintains an active registered trademark

Should you fulfill all these requirements except for the Amazon Brand Registry membership, you can apply to join. This program, which safeguards your brand and products against counterfeit versions, is complimentary. For assistance with the paperwork, explore our Brand Registry consulting services for Amazon!Get started with Amazon Brand Analytics by following these simple steps:After selecting “Brand Analytics,” you can begin learning how to harness Amazon analytics effectively.Within Amazon Brand Analytics, you will find five detailed reports:Read on to discover what these Brand Analytics reports reveal and how you can leverage them to boost your sales!1. Amazon Search TermsWhat are Amazon Search Terms?Amazon Search Terms uncovers how shoppers discover your products (and your competitors’ products) by revealing the search terms that led consumers to your product listings. This report also highlights the share of clicks and conversions your product garnered for specific search terms.What data does Amazon Search Terms provide? Access the following data for a specific product and time frame in the Amazon Search Terms report:

Search terms: The term shoppers used to find your product.

Search frequency rank: The popularity of a search term in comparison to others.

Click share: The number of times Amazon shoppers clicked on a specific product after using a particular search term, relative to the total number of times Amazon shoppers clicked on any product after using that term.

Conversion share: The number of times Amazon shoppers purchased a specific product after using a particular search term, relative to the total number of times Amazon shoppers bought any product after using that term.

How can I utilize Amazon Search Terms? Use Amazon Search Terms to:

Identify which keywords generate the most sales for a product

Understand which keywords yield the highest number of clicks for a product

Discover new keywords to target for your product listings

This report can be beneficial for optimizing your product listings and Amazon ad campaigns.2. Repeat Purchase BehaviorWhat is Repeat Purchase Behavior? Amazon Brand Analytics’ Repeat Purchase Behavior report offers valuable insights into the frequency of repeat purchases of your product.What data does Repeat Purchase Behavior provide? You can view the following data for a specific product and time frame in the Repeat Purchase Behavior report:

Orders: The total number of orders, including first-time and repeat purchases.

Unique customers: The total number of unique customers, including first-time and repeat purchases.

Repeat customers: The percentage of repeat customers, based on the number of unique customers.

Repeat purchase ordered product sales: The percentage of sales that came from repeat purchases. Brand Analytics also expresses this number as a monetary value for easy financial analysis.

How can I utilize Repeat Purchase Behavior? Leverage the Repeat Purchase Behavior report to:

Assess the impact of repeat purchases on your bottom line

Identify which products drive the most repeat purchases

Strategize ways to increase repeat purchases, such as through targeted advertising

Amazon remarketing ads are an excellent method to encourage repeat purchases of your products.3. Market Basket AnalysisWhat is Market Basket Analysis? Market Basket Analysis illustrates the products that shoppers purchase alongside your products.What data does Market Basket Analysis provide? The Market Basket Analysis report for a specific product and time frame includes the following data:

Product ASIN: The ASIN of the product most frequently purchased alongside your product.

Product title: The title of the product most frequently purchased alongside your product.

Combination rate: The percentage of orders that include your product and the other product.

Keep in mind that Product ASIN and product title may include numerical labels, such as “#1 Purchased ASIN” or the product most often purchased with yours. The second-most purchased product with yours will have the label, “#2 Purchased ASIN.” How can I utilize Market Basket Analysis? Refer to the Market Basket Analysis report to:

Identify opportunities to launch new products

Update ad targeting to include products most frequently purchased with yours

Determine which products to bundle together

This report can be used to create a more effective ad campaign, even if your business is not looking to expand its product line. By targeting the products that people most often buy with yours, for example, you can drive more sales and increase your return on ad spend (ROAS).4. Item Comparison and Alternate Purchase BehaviorWhat is Item Comparison and Alternate Purchase Behavior? Item Comparison and Alternate Purchase Behavior reveals the top three products shoppers compared and purchased instead of yours. The report also shares how often your product is compared to those top three products.What data does Item Comparison and Alternate Purchase Behavior provide? The following data, for a specific period and product, is available in Amazon Brand Analytics’ Item Comparison and Alternate Purchase Behavior report:

Compared ASIN: The ASIN of the compared product.

Compared product title: The title of the compared product.

Compared percentage: The percentage of times that product was compared to yours.

Purchased ASIN: The ASIN of the product purchased over yours.

Purchased product title: The title of the product purchased over yours.

Purchased percentage: The percentage of times that product was purchased over yours.

How can I utilize Item Comparison and Alternate Purchase Behavior? Use the Item Comparison and Alternate Purchase Behavior report to:

Identify competing products

Create ad campaigns targeting competitor products

Enhance your product listing descriptions to counter your competitors’ unique selling points (USPs)

Item Comparison and Alternate Purchase Behavior is one of the most insightful reports available in Amazon Brand Analytics. Use its data to target competitors effectively with both search engine optimization (SEO) and pay-per-click (PPC). If you need assistance, we have helped our clients manage over 14.9 million transactions and generate over $10 billion in revenue in the past five years.Explore our Amazon SEO and Amazon PPC services to see how we can assist you.5. DemographicsWhat are Demographics? The Demographics report in Amazon Brand Analytics helps your business understand your customer base by sharing demographic data, such as age, gender, education, marital status, and household income.What data does Demographics provide? Within the Demographics report, you can view the following data for a specific time frame:

Age: The age range of your customers, such as 18-24.

Household income: The estimated household income of your customers.

Gender: The gender of your customers.

Education: The education level of your customers.

Marital status: The marital status of your customers.

Unique customers: The number and percentage of customers associated with a specific demographic.

Product sales: The number and percentage of sales that come from a specific demographic.

Ordered units: The number and percentage of sales from a specific demographic.

Your Demographics report may contain slightly skewed data if a household shares a single account. How can I utilize Demographics? Use the Demographics report to:

Enhance your buyer persona

Improve your ad targeting settings

Inform your future product developments

For the most value, it’s helpful to view the Demographics report by quarter. A quarterly period will provide you with more data and help you compile more actionable takeaways when it comes to your ad targeting and buyer personas.Besides the five reports in Amazon Brand Analytics, you can also use the Brand Dashboard to view:

Products with fewer than five reviews

Products without detail page attributes

Products that need A+ Content

Products without Sponsored Product Ads

Products that received a review of three stars or less

Products with underused search terms

And more

Access the Brand Analytics Dashboard in Amazon Seller Central or Amazon Vendor Central by:

Logging into your Amazon Seller Central or Amazon Vendor Central account

Clicking “Performance” from the main navigation

Selecting “Brand Dashboard” from the dropdown menu

Once you’re in the Brand Dashboard, you can start viewing those notifications!When it comes to using Brand Analytics, keep these tips in mind:

Review your Amazon Brand Analytics reports on a monthly, quarterly, and yearly basis

Use your reports to enhance your product listing optimization, such as by targeting new keywords

Improve your Amazon ads by updating ad targeting settings and creating new campaigns

Inform your product research and development by understanding user purchase behavior

Target your competitors using SEO and PPC to claim more sales and market share

With these tips, your business can maximize