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Table of contents
1.
Introduction
2.
Brand Analytics
2.1.
Amazon Search Terms report
2.2.
Demographics Report
2.3.
Item Comparison Report
2.4.
Alternate Purchase Report
2.5.
Market Basket Report
2.6.
Repeat Purchase Behaviour Report
2.7.
Search Catalogue Performance Dashboard
2.8.
Search Query Performance dashboard
3.
Frequently Asked Questions
3.1.
 What exactly is search frequency rank?
3.2.
   Is it possible to look for a certain product in the Demographic report?
3.3.
   What does the Item Comparison Report contain? 
3.4.
   How are impressions determined? As an impression, what acts are included or excluded?
3.5.
   What information does the Alternate Purchase report contain?
4.
  Conclusion
Last Updated: Mar 27, 2024
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Amazon Analytics

Author Akshit Mehra
0 upvote
Master Python: Predicting weather forecasts
Speaker
Ashwin Goyal
Product Manager @

Introduction

When selling on Amazon, it is critical to maintaining track of your performance. Understanding your measurements is essential for success. You must understand what is working and what is not, what is lucrative, and what is becoming a significant drain on your cash. As an eCommerce vendor, you must take advantage of all accessible data to boost your sales. Product rankings, seller rankings, unit session percentage rates, units ordered, order defect rates, inventory performance, delivery performance, fees, and invoice defect rates are just a few of the information that may pique your curiosity.

Brand Analytics is a tool that provides vital data to Brand Owners to make educated, strategic decisions regarding their product portfolio and marketing/advertising activities. Amazon's Brand Analytics service gives information on the performance of your product, customer search behaviour, and rivals.

Brand Analytics

Amazon Search Terms report

The Amazon Search Terms report shows brand owners how customers (in aggregate) find their and their competitors’ products in the Amazon store.

The Amazon Search Words report displays the most popular search terms in the Amazon store for a specific period, each phrase's search frequency rank, and the top three goods that aggregate consumers clicked on after searching for that term. 

Brand owners may look up a specific phrase to see which items aggregate Amazon users click on after searching for that term, or they can search for a single product to discover which words are causing aggregate Amazon customers to click on that product.

Demographics Report

The Demographics report offers Brand owners an aggregate study of their Amazon customers according to age, family income, education, gender, and marital status. This information allows brand owners to assess the need for and effectiveness of targeted marketing initiatives and make product portfolio decisions based on demographic customer penetration.

The Demographics report lists all of the items connected with brands that have been successfully registered with the Brand Registry by the Brand owner. Furthermore, only goods with 100 or more unique clients within the specified period are included in the Demographics report.

Item Comparison Report

The Item Comparison Report displays the goods that Amazon consumers saw the most often on the same day as the products of the Rights Owners. This enables Rights Owners to examine directly competing items, allowing them to make more informed product portfolio and advertising decisions. All items linked with brands that the Rights Owner has successfully registered with Brand Registry are listed in the report. Goods unrelated to the Rights Owner appear in the report only if they are among the top five products viewed on the same day as one of the Rights Owner's products.

Alternate Purchase Report

The Alternate Purchase report reveals Brand owners whose goods Amazon consumers (in aggregate) purchased the most frequently on the same day they saw but did not purchase the Brand owners' products. This enables brand owners to immediately determine which items are commonly purchased instead of their products to examine product differentiation and portfolio mix opportunities.

Market Basket Report

The Market Basket report reveals Brand owners which goods Amazon consumers (as a whole) most commonly bought while they bought the Brand owners' products. This enables brand owners to rapidly determine which goods are most frequently purchased alongside their products to uncover bundling and cross-marketing opportunities.

Repeat Purchase Behaviour Report

The Repeat Purchase Behaviour report displays the number of orders received for each of their items or brands, as well as the number of unique consumers that placed the orders. The number of orders may comprise several quantities of the product and may differ from the number of units ordered. Brand owners can discover items or brands that have been ordered more than once per consumer within the chosen timeframe by comparing the number of orders with the number of unique customers.

The report also provides the proportion of their customers who made repeat purchases within the specified term (a percentage of the total). Finally, it shows the sorted product sales from repeat orders throughout the interval indicated (returns are not reflected).

Search Catalogue Performance Dashboard

The Search Catalogue Performance Dashboard shows analytics about how buyers engage with your items during their search buying experience. Search impressions, clicks, add-to-carts, and transactions are examples of these metrics.

Each row of the report displays the performance of an ASIN in your catalogue over time, averaged across all searches. Each metric number comprises organic and Sponsored Products originating from the search results page for all customers. It eliminates visitors from search page widgets such as "Top-Rated" and "New Arrivals."

Search Query Performance dashboard

Based on consumer search activity, the Query Performance dashboard gives insight into the performance of the key search phrases linked with your brand. The report displays query volume, impressions, clicks, add-to-cart, and purchase information.

Each row of the report displays the aggregated performance of a single query related to your brand's catalogue over a specified period. The overall number of filled queries will vary according to the size of your catalogue, with a maximum of 1000 query results.

The search terms are chosen based on their overall success in search results, and they include organic and Sponsored Products from the search results page for all customers. It eliminates visitors from search page widgets such as "Top-Rated" and "New Arrivals."

To know about Amazon Hirepro click here. 

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Frequently Asked Questions

 What exactly is search frequency rank?

 The search frequency rank is the numerical rank of the popularity of a single search phrase when compared to all other search terms within a given time period.

   Is it possible to look for a certain product in the Demographic report?

Yes, customers may utilise the ASIN search box at the top of the report to look for a single product or combination of items. The ASIN search field allows you to search for up to 500 ASINs at once, with a space or comma separating each ASIN.

   What does the Item Comparison Report contain? 

   The Item Comparison Report displays the top five most frequently seen items and the percentage of time each product was viewed on the same day as the Rights Owner's products for the given reporting period.

   How are impressions determined? As an impression, what acts are included or excluded?

   Every time the ASIN appears on the search results page, an impression is recorded. Go to the Measure Glossary for further information on specific meanings for each dashboard metric.

   What information does the Alternate Purchase report contain?

  The Alternate Purchase report displays the top five items most commonly purchased instead of the Brand Owner's products and the percentage of time each of the top five products was the user's alternative product of choice for the reporting period selected.

  Conclusion

So, we end our above blog here. Here, we extensively discussed Amazon Brand Analytics. We saw different reports provided by Amazon Brand Analytics, which helps analyse the data thoroughly. This provides an efficient way for the brand owners to make strategic decisions for their product portfolio. We hope that this blog has helped you enhance your knowledge regarding Amazon Analytics and if you would like to learn more.

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