What Is Amazon Brand Analytics?

In the world of eCommerce, Amazon is a digital Mecca. Currently, nearly half (45%) of all eCommerce is done on Amazon.¹  

For brands and retailers, winning on Amazon is key. But with more than 9.7 million sellers jockeying for pole position—and with more sellers pouring in each day—actually doing so is easier said than done. 

So, how can retailers, especially smaller brands, distinguish themselves in an oversaturated marketplace?  

Amazon brand analytics is the answer. Here’s how you can leverage it in your favor. 

What is Amazon Brand Analytics?

Amazon is constantly adding features to aid sellers in their quest to connect with buyers. And in 2019, Amazon added its Brand Analytics tool, making it available to Brand Owners; that person is the seller who is: 

• An internal employee of the brand; and 
• Responsible for selling the brand’s products in the Amazon store.  

According to Seller Central,² “Brand Analytics is a feature that contains valuable insights to empower Brand Owners to make informed, strategic decisions about their product portfolio and marketing campaigns. You can find Brand Analytics under the Reports tab in Seller Central.”

It provides six types of detailed analytics reports, which we’ll break down in full below. They include 

1. Amazon Search Terms report
2. Demographics Report
3. Item Comparison Report
4. Alternate Purchase Report
5. Market Basket Report
6. Repeat Purchase Behavior Report

Note: If you do not have access to Brand Analytics, you will need to be verified as a brand owner. You can visit the Brand Benefit Eligibility page to identify yourself and gain access. Simply review eligibility requirements, sign into the Amazon Brand Registry, and then enroll your brand.  

Amazon Search Term Report

As you already know for your brand’s SEO efforts on Google, keywords are essential. And the same goes for Amazon. What consumers type in as they search for products can impact how you market and position copy for related items.  

Amazon’s Search Term Report provides priceless insights into the consumer’s search behavior over both the short- and long-term. Reports include information about:

• The most popular search terms during a given time period
• Every term search frequency rank
• The top three products that customers clicked on after searching for the term
• Each products click and conversion share  

Along these lines, users can also search for a specific term and then analyze the products that Amazon customers click on after searching for that term. Or they can look up specific products to see what terms are being used. 

This report highlights six main elements: 

• Product title – The title of the product according to its Amazon Standard Identification Number (ASIN)
• Search term – This is the word or keyword phrase that the Amazon shopper used to look up a product. 
• Search frequency rank (SFR) – The numeric rank of a term’s popularity compared to all other search terms in a set time period. This demonstrates a keyword’s popularity in relation to related search terms. 
• Click share – The total number of times a customer clicked on a specific product for a search term divided by the number of times a customer clicked on any type of product for a search term.
• Conversion share – The number of times customers purchased a specific product for that given search term, divided by the number of customers that purchased any product for that same search term. 
• Clicked ASIN – The products that received the maximum clicks from shoppers for a particular keyword—whether organically or via a paid ad.  

Armed with this information, an Amazon seller can: 

• Optimize listings and PPC campaigns
• Create manual campaigns 
• Understand customer trends and customer behavior
• Enhance consumer personas 
• Optimize backend search terms

Amazon Demographics Report 

Knowing your customer is an essential piece of the marketing and sales puzzle. What a single male college student purchases and the messaging he responds to will dramatically differ from a married mother of three. 

1. The Amazon demographics report enables sellers to gain a better understanding of who their target consumer is and how to best market to that persona. It provides both tables and bar graphs, showing the following information: 
2. Demographic metric
3. Total number of unique customers who purchased a product
4. Unique customers as a percentage of total customers 
5. Ordered product sales 
6. Ordered product sales as a percentage of total sales 
7. Total ordered units
8. Units ordered as a percentage of the total of each demographic segment 

The changeable demographic metric is where this report becomes immensely valuable to sellers. You can adjust according to the following factors: 

• Sales per age group – Amazon splits this category into six buyer segments so that you can see the age groups that respond best to your product or messaging. 
• Sales per household income – You can see where the buyer falls into one of the nine socioeconomic status levels.  
• Education status – Amazon provides information about what level of schooling a consumer has, which could impact how you market to that person. 
• Sex – You can see whether the product was purchased by a man or a woman. 
• Marriage status – Sellers can see whether their product is more popular with single people or married couples. 

Demographic reports help paint a more thorough picture of who your average consumer is. This allows you to build detailed consumer personas, create targeted messaging and ads, and optimize your sales and marketing funnel. 

Item Comparison Report 

The item comparison report shows you the five most popular products customers viewed within 24 hours of viewing your own product listing, along with the percentage that each product was seen.  

The comparison report utilizes the following metrics: 

• Compared ASIN – The ASIN your product was compared to.
• Compared percentage – The frequency a product was viewed on the same day as your own. 
• Alternate purchase behavior – This lets you see what competing products customers bought after seeing your product.
• Purchased percentage – The percentage of orders with the ASIN compared to the total number of orders using alternative products. 

According to Amazon,³ “This allows Rights Owners to see directly competing products in order to make better-informed product portfolio and advertising decisions.” 

Alternate Purchase Report 

Somewhat similar to the item comparison report, the alternate purchase report lets you see the top five products that were most frequently purchased instead of your own. It also provides insights as to the percentage of time each product spent as the alternative product of choice. 

And like the comparison report, it uses the metrics discussed above while also letting you filter the report according to:

• ASIN
• Brand
• Category
• Subcategory
• Search term 

As Search Engine Journal notes,⁴ “You get specific data as a percentage on how often your product is compared to the top compared products. It gives us insight into what ASIN customers are viewing and at what rate they are purchasing the competing product.”

Market Basket Report

The market basket report is widely considered to be one of the most valuable tools offered within the brand analytics umbrella, especially when used for understanding consumer behavior or optimizing paid ad campaigns. 

How does it work? 

This report shows the top three products customers most frequently purchased at the same time as your own products. Products that were purchased in a significant enough percentage to your own could be considered complementary, thus providing opportunities to cross-market or bundle. Key metrics you can filter by include: 

• ASIN
• Product title
• #1 Purchased ASIN
• #1 Purchased Title
• #1 Combination
• #2 Purchased ASIN
• #2 Purchased Title
• #2 Combination
• #3 Purchased ASIN
• #3 Purchased Title
• #3 Combination

This knowledge can help you create new sponsored product campaigns. And, if your products are purchased together via PPC campaigns, they’re more likely to show up in the “Customers who bought this item also bought” section.  

Repeat Purchase Behavior Report

Many products are intended to be purchased repeatedly. To be successful in that regard, you need to not only convince people to buy the product the first time, you must also maintain their loyalty. Often, such customers need to be retargeted to make an additional purchase. 

This report shows the total number of orders received for each product or brand, and how many of those are unique customers. Metrics shown include: 

• ASIN
• Product Title
• Orders
• Unique Customers
• Repeat purchase revenue 

If you’re trying to learn more about your products, you can also identify items that have the highest chance of being repurchased. That information could then indicate that you should invest more money into initial conversions or bid higher for related key terms.  

Better understand Your Brand with Power Digital 

Optimizing your sales and market funnel without consumer data is tantamount to driving a car blindfolded. You may get where you need to go, but the chances that you’ll get there in one piece aren’t high. 

Amazon Brand Analytics is a free tool you can and should be leveraging to get the most ROI out of each product and marketing strategy. 

But what if you don’t know how to do that? 

That’s why you’re here. At Power Digital, our mission is to help you derive the most value from your Amazon analytics and marketing efforts. Our team of experts can work with you to translate the data and put in a plan of action. 

What does that look like? Contact us to learn more about our digital marketing services. 

Sources:

1. Statista. Global net revenue of Amazon from 2014 to 2020, by product group. https://www.statista.com/statistics/672747/amazons-consolidated-net-revenue-by-segment/
2. Seller Central. Brand Analytics. https://sellercentral.amazon.com/gp/help/external/H2Z5B4HMF5ZXCG2
3. Amazon Seller Central. Item Comparison Report. https://sellercentral.amazon.com/gp/help/external/help.html?itemID=AMDGB7M5HJQD3WX&language=en_US&ref=efph_AMDGB7M5HJQD3WX_cont_H2Z5B4HMF5ZXCG2
4. Search Engine Journal. Amazon Brand Analytics: Getting the Most Out of Your Sales on Amazon. https://www.searchenginejournal.com/amazon-brand-analytics/370134/#close