A Guide to Amazon Brand Analytics

eCommerce sellers are always in search of strategies that can give them an edge in the fiercely competitive online marketplace. Amazon, as the most significant player in this field, has provided an invaluable tool to sellers under its umbrella: the Amazon Brand Analytics. This data-rich platform empowers sellers with insights into shopper behavior, product preferences, and advertising opportunities.

Who is Amazon Brand Analytics Designed For?

Amazon Brand Analytics, in its complexity and detail, is not universally accessible. It's meticulously crafted for third-party private label sellers who have secured a place in the Amazon Brand Registry Program. This specificity in access ensures that the potent tool yields targeted and actionable information to a well-defined subset of sellers. Although wholesalers, online arbitrage sellers, and dropshippers find themselves excluded from utilizing Amazon Brand Analytics, the criteria for eligibility are transparent and straightforward:

1. Active selling status on Amazon is non-negotiable.

2. You must own a brand and sell its products.

3. Reselling products of other brands is not permissible.

4. Enrolling in the Amazon Brand Registry program is pivotal.

The dilemma of trademarks often looms large for sellers. For those without a registered trademark, or amidst the application process, do not worry! Provided you’re a part of the Amazon Brand Registry program, Amazon Brand Analytics is at your disposal.

Is There a Cost Attached to Amazon Brand Analytics?

Arguably one of the most enticing facets of Amazon Brand Analytics is its cost-free availability. Absolutely free of charge, devoid of hidden costs, subscription fees, or monthly charges, it stands out, especially given the depth and breadth of insights it lays on the table, especially when comparable insights from third-party seller tools often come at a monetary cost.

The strategy from Amazon appears calculated and future-oriented. By proffering Amazon Brand Analytics at no cost, Amazon beckons more brands to enroll in the Amazon Brand Registry program, not only amplifying the magnetism of the Amazon marketplace for brands but also reinforcing its foothold as the eCommerce juggernaut. Moreover, sellers, armed with data, can finetune their listings, catalyzing enhanced product pages and a seamless customer journey, which, in turn, bolsters Amazon’s stature, sustaining customer loyalty and ensuring long-term revenue streams.

Steps to Access Amazon Brand Analytics

For those eligible and itching to delve into the insights provided by Amazon Brand Analytics, the pathway is fairly uncomplicated:

1. Log into your Amazon Seller Central

2. Traverse to the “Reports” section visible on the main dashboard.

3. Select “Brand Analytics” from the ensuing dropdown menu.

A Deep Dive: Unveiling the 6 Crucial Amazon Brand Analytics Reports

Amazon Brand Analytics is not confined to a single report; it unfolds as a suite of them, each providing a kaleidoscopic view into various facets of brand performance on Amazon.

1. Search Catalog Performance Report: This serves as a comprehensive insight tool into how your products fare across the entire shopping search funnel, identifying potential weak links in ASINs that may necessitate a strategic overhaul.

2. Search Query Performance Report: A deep exploration into the top 1000 search queries propelling traffic to your brand, enabling sellers to scrutinize performance metrics across the shopping funnel, thereby honing their marketing strategies.

3. Repeat Purchase Behavior Report: A lens into customer loyalty, this report provides granular data on which products secure repeat purchases, enabling the crafting of strategies to accentuate brand loyalty.

4. Demographics Report: Offering a microscopic view into your customer demographics, this report encompasses various aspects including age, income brackets, educational qualifications, and gender, providing a roadmap for crafting targeted marketing strategies.

5. Top Search Terms Report: This dashboard elucidates the top search terms pertinent to products on Amazon, providing brands with a macro-level breakdown of the most popular search terms, thereby unveiling potential avenues for growth and expansion.

6. Market Basket Analysis Report: Unlocking insights into product correlations, this report reveals the top three products commonly purchased alongside your product, providing data-driven avenues for product bundling and cross-selling opportunities.

Leveraging Amazon Brand Analytics for Exponential Business Growth

• Engage in regular reviews of your reports on varying temporal bases – monthly, quarterly, and annually – to identify trends and shifts in data patterns.

• Employ insights to refine product listing optimization, particularly through the strategic targeting of emerging keywords.

• Augment your Amazon advertising campaigns through precision in targeting settings, informed by data.

• Ground your product research and development in authentic user purchase behavior data.

• Employ strategic SEO and PPC tactics to target competitors and incrementally capture a larger market share.

Comparing Amazon Brand Analytics and Amazon Brand Store Insights

Another similar program to Brand Analytics that Amazon offers is Brand Store Insights. Both are integral tools offered by Amazon, each with distinct utilities for sellers and brands operating on the platform. Amazon Brand Analytics primarily offers in-depth insights into customer search behaviors, product preferences, and competitive benchmarking, focusing on facilitating sellers in optimizing product listings, understanding customer behavior, and refining marketing strategies through detailed keyword and demographic data. Conversely, Amazon Brand Store Insights focuses on analyzing customer interaction within a brand’s Amazon storefront, offering metrics such as page views, sales, and traffic sources, thereby enabling brands to optimize their store content and layout, as well as understand how customers interact with their brand store. While Brand Analytics provide a broad view, focusing on general customer behavior and market trends on Amazon, Amazon Brand Store Insights narrows down to analyze customer interaction with specific brand stores, each complementing the other in providing a holistic view of both market and individual brand performance on the platform.

The Pros of Amazon Brand Analytics

The Amazon Brand Analytics tool transcends being merely an analytics tool. It unearths profound insights into customer-brand interactions on Amazon, offering a lens into aspects ranging from the search terms employed by customers to detailed demographic details. These insights can wield a formidable impact on crafting marketing and advertising strategies, ensuring brands retain their competitive edge and relevance.

Diving into search terms can illuminate customer preferences and emerging market trends, enabling brands to tailor their listings or introduce new products to meet these identified needs. Additionally, the tool allows for comparative analyses, identifying similar products and discerning items commonly purchased together, thereby providing potential for bundling or cross-selling opportunities.

Moreover, the demographics report yields an in-depth understanding of a brand’s target audience, facilitating the creation of more personalized and targeted marketing strategies. Furthermore, insights into repeated purchase patterns can assist brands in identifying their most loyal customer base and the products that enjoy the highest repurchase rates.

The Cons of Amazon Brand Analytics

While Amazon Brand Analytics serves as a potent analytical tool, offering in-depth insights into customer behavior and market trends, it is not without its limitations. The tool's exclusive availability only to brands enrolled in the Amazon Brand Registry program excludes a substantial number of sellers from leveraging its capabilities. Moreover, Amazon Brand Analytics provides data primarily focused on the Amazon marketplace, limiting the breadth of eCommerce insights to a single platform and potentially sidelining broader eCommerce strategies. Additionally, some users have highlighted the user interface as less intuitive, noting a somewhat steep learning curve for new users which can hinder swift adoption and efficient utilization. Lastly, the delay in data updates, which is not real-time and can lag up to 72 hours, may not adequately support dynamic, fast-moving marketing campaigns or rapid response to shifting market trends. This restricts sellers in making immediate strategic adjustments, potentially impacting competitive agility in a fast-paced eCommerce environment.

In essence, Amazon Brand Analytics stands as a rich reservoir of data that, when strategically harnessed, can significantly augment a brand’s presence and success on the Amazon platform. Best of luck using Amazon Brand Analytics!

Thank you,

Commerce Canal Team

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