Amazon has rolled out new features in its Brand Analytics tool, designed to help sellers better understand their market and improve their strategies. These updates provide more detailed insights into customer behavior, competitor performance, and product trends. In this article, we'll explore what these new features are and how they can benefit your business. 

From tracking customer searches to analyzing product performance, these tools offer valuable data to help you make informed decisions. Read on to learn more about the latest additions to Amazon Brand Analytics and how they can help you succeed on the platform.

What is the Amazon Brand Analytics?

Amazon Brand Analytics is a tool for Amazon Brand Registry members that provides business intelligence through reports that aggregate customer search and purchase data. Brands can use this data to make strategic decisions to optimize their products and advertising.

You may interested in Amazon Brand Analytics (ABA) Search Terms Tool by SellerSprite: Opportunity Finder

Amazon Brand Analytics - a tool that brand sellers cannot miss

Brand Analytics is one of the functions provided by Amazon for registered brand sellers. It provides valuable analysis reports to help brand sellers make wise decisions about products and marketing.

It should be noted that this feature is only available to sellers who have a brand registry on Amazon.

This function is very useful for sellers, allowing you to better understand your target audience, make better decisions, and get more sales and profits.

Click “Reports” in the Seller Central to get the “Brand Analytics”.

It mainly provides the following three data reports:

• Amazon Search Term Report
• Market Basket Analysis
• Item Comparison and Alternative Purchase Behavior

1. Amazon Search Term Report

You can enter keywords or ASIN in this report for searching, and filter by departments. The time range of this report can be selected from daily, weekly, monthly and quarterly.

The following is a detailed explanation of the terms used in this report:

• Search Term: The keywords searched by consumers, which can be short-tail keywords or long-tail keywords.
• Search Frequency Rank: Search frequency ranking of keywords in a specific period. (While Amazon does not give the specific search volume, it is still helpful to know the popularity of keywords.)
• # 1 Clicked ASIN: In the selected time period, the ASIN with the highest clicks according to the search results.
• # 1 Product Title: Product name.
• # 1 Click Share: In the selected period, the percentage of this product’s clicks for the total clicks in all search results. For example, 1000 customers are searching for "laptop bag", each customer clicks on 3 products, then the total number of clicks is 3000. Product A in all search results gets 500 clicks, so product A accounts for 16.67% of the total clicks under this search term.
• # 1 Conversion Share: The percentage of this product’s conversions for the search term’s total conversions. For example, if the search term "laptop bag" has 1,000 sales and product A has gets 100 sales, then the conversion share of product A is 10%.

Since the highest clicks do not necessarily bring to the highest conversion, the product with the highest search frequency may differ from the product with the highest conversion share.

2. Market Basket Analysis

This report mainly provides relevant data for “Customers who bought this item also bought these items”, allowing sellers to better develop bundling strategies.

3. Item Comparison and Alternative Purchase Behavior

This report provides detailed data for “Compare with similar items” and “What items do customers buy after viewing this item?”.

With this data, you can view and analyze competitors’ products and understand why consumers choose their products over yours. If the alternative purchase is your other products, then you can also learn which products are more popular with consumers.

Brand Analytics report also provides two buttons, including:

Data Availability: Show the availability of Brand Analytics.

Metric Locator: Locate metrics within Brand Analytics.

What Are the Benefits of Amazon Brand Analytics?

Amazon Brand Analytics offers several benefits for sellers looking to improve their business strategies. Here are some key advantages:

• Customer Insights: Understand what customers are searching for and buying, helping you tailor your products and marketing efforts.

• Competitor Analysis: See how your products compare to competitors, allowing you to adjust your pricing and strategies accordingly.

• Market Trends: Identify trends in your market to stay ahead of the competition and meet customer demands.

• Advertising Performance: Measure the effectiveness of your advertising campaigns to optimize your spending and improve ROI.

• Product Performance: Track how well your products are performing over time, helping you make data-driven decisions for inventory and sales strategies.

By leveraging these insights, you can make more informed decisions and grow your Amazon business more effectively.

What are the Amazon Brand Analytics Features in 2024?

Amazon Brand Analytics offers six types of analytical reports (or dashboards), including:

• Search Catalog Performance Report
• Search Query Performance Report
• Top Search Terms Report
• Repeat Purchase Behavior Report
• Market Basket Analysis Report
• Demographics Report.

Check out our tool Opportunity Finders - ABA Search Terms.

Conclusion

In conclusion, the new features in Amazon Brand Analytics offer valuable tools to help sellers understand customer behavior, track competitor performance, and spot market trends. 

These updates make it easier to make informed decisions and improve your business strategies. To get the most out of these features, consider using additional resources like SellerSprite. 

SellerSprite provides comprehensive insights and tools to further enhance your Amazon selling experience. By staying informed and utilizing these new analytics features, you can better position your business for success on Amazon.

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Frequently Asked Questions

What is brand analytics in Amazon?

Brand Analytics in Amazon is a tool that provides sellers with detailed insights into customer behavior, product performance, and market trends. It helps brand owners understand what customers are searching for, and buying, and how their products compare to competitors. This data enables sellers to make informed decisions to improve their sales and marketing strategies.

What insights does the Amazon brand analytics Demographics Report provide to brand owners?

The Amazon Brand Analytics Demographics Report provides brand owners with valuable information about their customers, such as age, gender, income, and education level. This helps sellers understand who their customers are and tailor their marketing efforts to better meet their needs. By analyzing this data, brands can create more targeted and effective marketing campaigns.

Does Amazon have analytics?

Yes, Amazon offers a range of analytics tools for sellers, including Brand Analytics, Amazon Advertising Reports, and Seller Central Performance Metrics. These tools provide insights into customer behavior, product performance, and advertising effectiveness. By using these analytics, sellers can make data-driven decisions to optimize their business strategies.

Which of the following is used for Amazon product analysis?

Amazon Brand Analytics is used for Amazon product analysis. This tool helps sellers understand customer search behavior, track product performance, and analyze market trends. With this information, sellers can make informed decisions to improve their product listings and marketing strategies.

What is Amazon product analysis?

Amazon product analysis involves examining data related to product performance, customer behavior, and market trends on the Amazon platform. This process helps sellers understand how their products are performing, identify areas for improvement, and make data-driven decisions to enhance their sales and marketing efforts. Tools like Amazon Brand Analytics provide the necessary insights for effective product analysis.