What is Amazon Brand Analytics? A Comprehensive Guide

Amazon can provide unparalleled growth opportunities to sellers, but at the cost of fierce, cutthroat competition. In that kind of environment, sellers need to have a full grasp of consumer behavior and market trends to stand a chance of success.

Luckily, Amazon offers a very useful for sellers to achieve just that, it is known as Amazon Brand Analytics (ABA). What ABA is, and how it helps sellers to put their brand on a path to success, is something you will find out in this article. Let’s get reading.

What is Amazon Brand Analytics?

Amazon Brand Analytics is a powerful data analytics platform that allows sellers and brand owners to acquire a better understanding of customer behavior. ABA provides deep insights into customer search and purchase trends, commonly purchased items, and demographic data.

This tool is intended to assist sellers optimize their product listings, enhance their marketing methods, and ultimately raise their sales and brand awareness on the platform.

Amazon sellers benefit greatly from the capacity to make data-driven decisions. ABA supports sellers by giving them access to accurate, first-hand marketplace data directly from Amazon. This comprises consumer search phrases, items compared and purchased, and demographic information about their customer base.

Sellers can use this information to fine-tune their advertising campaigns, improve product listings, and develop focused marketing strategies that resonate with their audience.

ABA supports various marketplaces, including US, UK, Canada, Germany, India, France, New Zealand, and Japan.

Key Insights Provided by Amazon Brand Analytics

Amazon Brand Analytics (ABA) provides a plethora of data that may help sellers better understand their markets and customers. Here are the main insights presented by ABA, and how to use Amazon Brand Analytics to get maximum results:

1. Customer Search Behavior

Understanding the keywords and search phrases that customers use to identify items is necessary for improving product listings and marketing efforts. ABA generates extensive information on the search queries that drive people to your items.

This knowledge enables you to figure out which keywords generate the most traffic and allows you to tweak your product titles, descriptions, and backend search terms for increased exposure.

You can monitor how search behavior changes over time to remain ahead of market trends and adjust your inventory and marketing strategies accordingly. Also, you can use popular search phrases in your Amazon Sponsored Products campaigns to guarantee that your adverts reach the most relevant people.

For example, if you learn that a large number of consumers are searching for items using the phrase “eco-friendly water bottle,” you can make sure this term appears prominently in your product listings and advertising campaigns.

2. Products Customers Compare and Buy

Knowing which items clients compare before making a purchasing choice might give useful competition information. ABA provides statistics on the products that people browse alongside your products and subsequently purchase.

Try to spot whatever features or price methods your competitors use to attract clients. To distinguish yourself from competitors, highlight your product’s unique selling factors and differentiators.

Improve your product descriptions, images, and bullet points to address any weaknesses when compared to competitors’ offerings.

For example, if customers regularly compare your product to a competitor’s product with more reviews, you may focus on obtaining more customer reviews or increasing your product’s perceived worth.

3. Items Frequently Bought Together

The Market Basket Analysis report in ABA identifies which items buyers frequently purchase together. This information is extremely useful for cross-selling and bundling techniques. Understanding often bought paired goods allows you to offer popular product combinations as bundles to provide convenience to customers while raising average order value.

Promote similar items on your product detail pages and in marketing campaigns to promote more sales. Expand your product range with things that organically compliment your present offerings, depending on client purchasing habits.

For example, if consumers frequently purchase a camera with a certain type of lens, you may offer a bundle that contains both goods at a reduced price, or emphasize the lens as a suggested accessory on the camera’s product page.

4. Products Customers Buy Repeatedly

Understanding which products have strong repeat buy rates can help you uncover items that are revenue spinners, as well as help you promote customer loyalty. ABA offers information regarding the frequency of repeat transactions, enabling you to recognize products that create recurring business and prioritize maintaining excellent quality and consumer satisfaction for these things.

Ensure you have enough supply of high-repeat buy merchandise to match continuing demand. Create rewards and loyalty programs for repeat consumers to encourage them to keep buying from your company.

For example, if a skincare product has a high repeat buy rate, you may explore giving subscription services or bulk purchase discounts to promote continuing use.

5. Demographic Data

The Demographics report in ABA details your clients’ location, gender, age, income, and marital status. This info can assist you to create focused marketing efforts that appeal to certain demographic groups.

Create focused marketing efforts that appeal to certain demographic groups. Identify and prioritize the most profitable consumer segments for your brand.

Use demographic data to influence product design and development, ensuring that your offers suit the requirements and tastes of your intended audience.

For example, if you discover that the majority of your clients are young women aged 18-24, you may design your marketing messaging to appeal to this group, utilizing platforms and language that are relevant to them.

Benefits of Amazon Brand Analytics

Amazon Brand Analytics API provides several benefits that can dramatically improve a seller’s performance on the marketplace. Using the insights given by ABA, sellers can make data-driven decisions that increase product exposure, generate sales, analyze consumer behavior, and outperform competition.

1. Targeted Advertising

One of the most significant advantages of ABA is the potential to increase product visibility through tailored advertising. ABA gives precise information on the search phrases users use to locate items. Identifying high-performing keywords allows retailers to optimize their product listings and advertising strategies.

For example, if data reveals that a specific term has a high search volume and conversion rate, merchants might direct more of their advertising money toward campaigns targeting that phrase.

This customized approach guarantees that advertising is displayed to the most appropriate audience, hence boosting the possibility of clicks and conversion. Improved visibility not only draws visitors to product listings, but also increases sales and brand exposure.

2. Driving Sales with Smart Pricing and Attractive Offers

ABA helps sellers in increasing sales by offering information regarding rival pricing and customer buying behavior. Understanding which goods are commonly compared and purchased together enables retailers to develop competitive pricing strategies and appealing promotions.

For example, if a seller detects that the consumers frequently buy a camera and a certain type of lens together, they can provide a bundle offer at a discount. This not only makes the offer more interesting to clients, but it also encourages them to buy additional things, hence raising the average order size.

Sellers can utilize the data to change their pricing based on market trends. By being competitive and providing value to customers, retailers may attract more buyers and increase their sales statistics.

3. Understanding Shopping Habits to Reach New Customers

Amazon Brand Analytics can help you understand customer buying patterns, which can prove useful in developing strategies to attract new customers. The technology provides precise information about client demographics, such as location, gender, age, income, and marital status. This information enables vendors to understand their clients and customize their marketing efforts accordingly.

For example, if a seller learns that their sportswear products are very popular among men aged 18-24 with a specific income level, they might develop focused marketing efforts that appeal to this audience. Personalized ad language and promotions can then be customized to this group’s interests and preferences, resulting in improved engagement and conversion rates.

Knowing about consumers’ buying patterns enables businesses to uncover new client niches. By evaluating data on repeat purchases and client retention trends, businesses can devise methods to acquire similar customers and grow their customer base.

4. Offering the Right Product Mix to Outpace Competitors

ABA gives a complete perspective of market trends and client preferences, allowing vendors to offer the optimal product mix and remain ahead of the competition. Sellers may make educated product offering selections by examining data on commonly purchased goods and high-performing ASINs.

For example, if data reveals an increase in demand for eco-friendly home products, a vendor might produce new items to meet this growing need. Staying up to date on market trends allows businesses to satisfy client demand while also distinguishing themselves from competition.

Moreover, ABA’s insights into customer behavior and preferences assist businesses detect market gaps. Sellers might get a competitive advantage by providing unique or complementary items that their competitors do not provide.

Eligibility Criteria for Sellers

To fully benefit from Amazon Brand Analytics Seller Central, sellers must fulfill certain qualifying requirements. The tool is intended to help brand owners who have a direct interest in the performance and reputation of their items on Amazon. Here are the key qualifying requirements:

  • The user must be an Amazon seller, as only current merchants have access to ABA.
  • Sellers must own the brand they sell.
  • Sellers must not be resellers, as product resellers are unable to access ABA.
  • The seller must be engaged in the Amazon Brand Registry program.

Amazon Brand Analytics for Vendors

Amazon Brand Analytics Vendor Central is an essential tool for third-party sellers participating in the Amazon Brand Registry program, providing insights into customer behavior and market trends.

Vendors that sell directly to Amazon, on the other hand, have access to a distinct analytics tool called Amazon Retail Analytics.

Amazon Retail Analytics (ARA)

This tool provides sellers with a complete set of statistics and analytics to help them improve their performance on the Amazon marketplace. While ABA focuses on providing brand owners with insights into customer search behavior and product performance, ARA provides a broader variety of analytics geared particularly to vendor requirements.

The primary distinction between ABA and ARA is their intended audience and the level of analytics supplied. ABA is intended for brand owners who have joined in the Brand Registry program and provides insights on customer search activity, product comparisons, and demographic information.

On the other hand, ARA is tailored for vendors who sell directly to Amazon, providing more detailed operational and financial reports to help them manage their business effectively.

Exclusive Reports Available in ARA

ARA provides suppliers with a broader range of data and analytics than ABA. Some of the exclusive reports accessible in ARA are:

  • Detail Page Sales and Traffic (DPST) Report: Provides extensive data on a vendor’s sales and traffic analytics, split down by ASIN, helping merchants to determine which goods drive the most traffic and sales.
  • Product and Customer Metrics (PCM) Report: Provides insights about a vendor’s revenues and traffic based on customer demographics like age, gender, and geography, allowing sellers to better understand their client base.
  • Operational Efficiency Reports: Provides information on a vendor’s operational performance, including metrics for order fulfillment, shipping, and refunds, allowing suppliers to simplify their operations for greater efficiency.
  • Financial Reports: Includes invoicing and payment reports, which provide suppliers with visibility into their financial performance and assist them in properly managing their cash flow.

Cost of Amazon Brand Analytics

One of the best things about ABA is that it is completely free for sellers who’ve taken the trouble to enroll in the Amazon Brand Registry program. Unlike many third-party seller tools that demand membership or use fees, ABA does not need any further money. Sellers may use the service without incurring registration fees or monthly maintenance charges, making it an invaluable resource for enterprises of all sizes.

How to Access Amazon Brand Analytics

Accessing Amazon Brand Analytics is critical for exploiting its rich data and improving your brand’s success on the platform. Here’s how to get started.

  • Log into your seller central account.
  • Once logged in, navigate to the main menu or dashboard interface. This is normally accessed via the home screen or top navigation bar.
  • Select the “Brands” menu. In the main menu, locate the “Brands” area. Depending on your Seller Central style, this may appear as a distinct tab or dropdown menu.
  • To use the ABA tool, go to the “Brands” menu and select “Brand Analytics”. This will take you to the Amazon Brand Analytics dashboard, where you can view a variety of data and insights on your brand’s success on Amazon.

Types of Amazon Brand Analytics Reports

Here are all the reports that can be accessed within Amazon Brand Analytics:

Search Catalog Performance Report

The Search Catalog Performance Report is an essential tool inside Amazon Brand Analytics, providing detailed information into how goods perform along the search shopping funnel.

This analysis goes beyond surface-level analytics, giving sellers a thorough examination of numerous elements of their product listings’ success. It enables vendors to compare different items, revealing areas of strength and weakness.

Search Query Performance Report

The Search Query Performance Report is another important component of Amazon Brand Analytics, providing merchants with useful information on the search phrases that buyers use to find their items. Sellers may learn more about consumer behavior and preferences by monitoring important indicators like click-through rates, brand counts, and total counts.

This report enables sellers to adjust their product listings and advertising strategies, resulting in higher exposure and conversion rates.

Repeat Purchase Behavior Report

The Repeat Purchase Behavior Report is an essential tool for businesses seeking to increase client retention and loyalty. By evaluating recurrent purchase trends and consumer behavior, businesses may uncover ways to build connections with existing customers and drive repeat purchases.

This analysis reveals which items are driving repeat transactions, allowing retailers to focus their marketing efforts accordingly.

Demographics Report

The Demographics Report offers sellers with vital information on the demographics of their customers. Understanding client demographics such as age, gender, income, and marital status allows sellers to adjust marketing efforts to better reach their target audience.

This report provides a thorough picture of who buys their items, helping merchants to design more targeted and effective marketing strategies.

Top Search Terms Report

The Top Search Phrases Report gives merchants access to the most popular search phrases on the Amazon marketplace. By examining search frequency ranks and click shares, sellers may find patterns and chances to improve their product listings and advertising efforts.

This report contains a market-level overview of common search phrases, helping vendors to stay ahead of the competition and increase their exposure.

Market Basket Analysis Report

The Market Basket Analysis Report offers sellers information about their consumers’ purchasing habits. By studying which things are commonly purchased together, retailers may uncover cross-selling and bundling options that can enhance sales and profitability.

This research provides useful insights on customer preferences and buying behaviors, helping retailers to improve their product offerings and overall shopping experience.

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