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."
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