How To Use Amazon Brand Analytics To Build a Successful Business

Branding Strategy Meeting

Last updated on May 18th, 2023

Written by Ken Zhou

Is paying for tools and services always necessary to help you succeed on Amazon? This is a question sellers ask a lot. The answer is no. Or at least, not necessarily.

Amazon is well-known for its intelligent algorithms and nearly-unrivaled understanding of consumers' desires. This is why Amazon is the perfect resource for sellers seeking data to make better strategic marketing decisions. In recent years, Amazon has developed several features catering to its sellers' needs.

The following article examines how sellers can use tools and key features from Amazon Brand Analytics. 

What Is Amazon Brand Analytics Tool?

Amazon Brand Analytics is a feature that allows you to see valuable insights to make informed and strategic decisions about your products. In other words, the data provided will help you make smarter choices to gain more sales. The data includes information about search frequency rank, conversion share, customer shopping habits, popular search terms, customer search behavior, item comparison, and demographics.

The brand analytics feature is only available to sellers who have a brand, serve as an agent or representative, or have an active registered trademark. It will automatically appear in your Amazon Seller Central account once registered with the Amazon Brand Registry. 

With this feature, you can monitor and measure the success rates of ongoing marketing strategies. The Amazon Brand Analytics tool is valuable for businesses as it provides comprehensive insights, considering your brand and information from other Amazon data sets.

Some of the more popular Amazon brand analytics reports are the following:

  • Search term reports 
  • Market basket analysis reports 
  • Item comparison and alternate purchase behavior reports 
  • Repeat purchase behavior reports
  • Demographics reports

With information like this, sellers can make better-informed decisions in the right direction for the brand's success.

Next, we'll review the report categories to understand these resources further:

Search Terms Report

Through the Amazon Search Terms Report, you can discover how keywords rank overall in terms of volume and see the proportion of sales and clicks of the top three search phrases for every keyword received. These reports are specified into the following categories:

  1. Search Term
  2. Search Frequency Rank (SFR)
  3. Click Share & Conversion Share
  4. Clicked ASIN
  5. Product Title

An Amazon seller may search for a particular term to see which goods Amazon shoppers click on after looking for that term. They may also learn which related keywords cause Amazon buyers to click on a specific product.

Market Analysis

Market basket analysis allows businesses to gain insights into customer buying behaviors, understand cross-purchasing patterns, and uncover relationships between different products or categories. This information can be leveraged to optimize product recommendations, improve inventory management, enhance pricing strategies, and streamline procurement processes.

This report is essential for learning about customer purchase habits and tailoring marketing campaigns accordingly. The report includes information on:

  • Purchased ASIN
  • Purchased Product Title
  • Combination %

This information can help you create Sponsored Product Ad Campaigns. If the items purchased are connected with your pay-per-click campaigns, a section showing the customers who bought the item will be visible.

Item Comparison and Alternate Purchase Behavior Report

This report presents the five products with the most views in the previous 24 hours. Sellers may use the data to leverage competitor strategies and develop better advertising and product selections. The report includes information on the following:

  • Compared ASIN: The ASIN to which your product is compared to.
  • Compared Percentage: The frequency with which the product was seen on the same day as your own.
  • Alternative Purchase Behavior: Items customers purchased from rivals after viewing your offering.
  • Purchased Percentage: The proportion or percentage of customers who make a purchase out of the total number of customers or potential customers.

Repeat Purchase Behavior Report

The Repeat Purchase Behavior Report is an Amazon Brand Analytics tool that provides detailed information on customer purchase behavior for a particular product or brand on Amazon. It allows brand owners and sellers to analyze their customers' purchasing habits and identify opportunities to increase repeat customers and develop customer loyalty.

The report includes several key metrics related to repeat purchase behavior, including the Repeat Purchase Percentage, which shows the percentage of customers who have purchased a product from a brand more than once within a given period.

The report also includes metrics related to customer lifetime value, such as the Average Order Value and Average Time Between Orders, which can help brands identify their most valuable customers.

Demographics Report

The Amazon Demographics report analyzes data from Amazon to provide a detailed look at your target audience. You may use the report's data to optimize your off-Amazon marketing or enhance product pages to match your target demographic.

This report addresses crucial metrics such as:

  • Amazon's primary demographic features, like household income, marital status, gender, age, education, and more.
  • Sales of ordered units.
  • The number of unique customers for a specific product.
  • One-of-a-kind customers or consumers who are one-of-a-kind as a proportion of all buyers.
  • Sales of ordered units as a proportion of total sales.

These demographic reports empower businesses to make data-driven decisions, refine their marketing efforts, develop targeted products and services, and better understand their customers. By leveraging demographic insights, businesses can enhance their competitiveness, customer engagement, and long-term growth prospects.

With Amazon Brand Analytics, it's become much easier to increase product sales on the platform. The analytics tool provides valuable insights for Amazon sellers and marketers to measure the performance of brand owners' listed products on Amazon.

Take advantage of the free Amazon brand analytics to boost your business.

How To Use the Amazon Brand Analytics Tool

If you want to access Amazon brand analytics, here are the necessary steps you need to take.

  1. Register under the Amazon Brand Registry program: Amazon Brand Analytics is available only for brand-registered sellers and vendors on Amazon. If you haven't already, you need to register your brand on Amazon by providing your brand name, logo, and other relevant details.
  2. Access Amazon Brand Analytics: When your registered products are approved, you can access the Amazon Brand Analytics dashboard by logging in to your Amazon Seller Central account.
  3. Go to the Search Catalog Performance dashboard: Amazon Brand Analytics provides different types of data. These reports ABA can generate are search term reports, item comparison reports, alternate purchase reports, market basket analysis reports, repeat purchases behavior reports, and demographics reports.
  4. Analyze the data: After selecting a specific report, you can analyze it to gain insights about your customers and product performance. You can use the data to optimize your product listings and marketing and advertising strategies, and manage inventory.
  5. Take action: Based on the valuable data from Amazon Brand Analytics, you can take action to improve your product sales and customer engagement on the Amazon platform. For example, you can optimize your product title and descriptions, run targeted advertising campaigns, and adjust your pricing strategy accordingly.

Establishing Your Brand Matters

Establishing the foundation of your brand is one of the most valuable things you can do to propel the success of your ecommerce business on Amazon. Ecommerce selling can be a tricky game, and Amazon is no exception. 

With the proper metrics and reporting tools, your opportunity for sales can improve, as will your expenditures (considering the rise of competition). Comparing the efficacy of multiple marketing channels may be difficult, especially when the data is siloed in different reporting platforms with no way to display it. Amazon Brand Analytics is a tool that allows you to examine your brand thoroughly to understand customer purchasing habits.

At Seller Interactive, we help brands understand how to make strategic decisions based on brand analytic reporting. Our experts translate data into actionable strategies that will help you make critical marketing decisions. 
Book a call with us and set your brand up for business success.

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