How to use Amazon’s Brand Analytics for product research

Amazon’s Brand Analytics is a powerful tool designed for sellers and brand owners on the platform. It provides detailed insights into customer behavior, competitors, and product performance. Understanding how to use Brand Analytics can significantly enhance your product research strategy, allowing you to make informed decisions and optimize your listings for better visibility, sales, and customer engagement.

What is Amazon’s Brand Analytics?

Brand Analytics is a report available in Amazon Seller Central that provides aggregated data about customer behaviors, search terms, and brand performance. This tool is available primarily to brand-registered sellers, enabling them to access various data points that can inform their marketing and product strategies.

Benefits of Using Amazon’s Brand Analytics

Consumer Insights: Understand who your customers are and what they want.
Competitor Analysis: Gain insights into how competitors are performing and identify gaps in the market.
Search Term Performance: Discover high-traffic search terms relevant to your products.
Sales Data: Analyze your sales performance relative to market trends.

How to Access Amazon Brand Analytics

Eligibility

Before accessing Brand Analytics, you need to be a part of Amazon’s Brand Registry. This requires you to own a registered trademark and maintain an active presence on Amazon. Once enrolled, you can step into the world of detailed analytics.

Accessing Brand Analytics

Login to Seller Central: Use your credentials to log in.
Navigate to the Reports Section: Find this in the main menu.
Locate Brand Analytics: Under the ‘Business Reports’ or ‘Brand Reports’ tab, you will see ‘Brand Analytics’.
Select Reports: Choose the specific report you want to analyze, such as ‘Search Term Report’, ‘Market Basket Analysis’, ‘Item Comparison’, or ‘Purchase Behavior’.

Key Features of Amazon Brand Analytics

Understanding the different data sets available in Brand Analytics is crucial for effective product research.

1. Search Term Report

This report provides valuable insights into the search terms customers use on Amazon to find products. It ranks the top search terms, along with the following data points:

Search Frequency Rank (SFR): This indicates how often a search term is used relative to others. A lower score indicates higher search frequency.
Conversions: Shows how many purchases resulted from each search term.
Click Share: This tells you the percentage of clicks on search results that your products received.
Buy Box Percentage: This percentage reflects how often your product held the Buy Box when a customer clicked on your listing.

Using the Search Term Report:

Focus on low SFR terms that have high conversions as they represent less competitive niches.
Use high-conversion search terms in your product listing, SEO strategy, and advertising campaigns to improve visibility and sales.

2. Market Basket Analysis

This analysis reveals what products customers frequently purchase together.

Complementary Products: Identify products that are often bought along with yours, allowing for potential bundling or cross-promotion opportunities.
Competitive Insights: Understand which products are often preferred by your customer base.

Using Market Basket Analysis:

Leverage this data to create product bundles that encourage higher average order values.
Consider advertising complementary items together to boost visibility.

3. Item Comparison Report

This feature allows sellers to see how their products compare with similar items regarding customer preferences.

View Metrics: Analyze metrics like price, review ratings, and shipping methods.
Competitive Edge: Identify weaknesses and strengths against competitors.

Using the Item Comparison Report:

Adjust your pricing strategy or improve product quality to gain a competitive edge in your niche.
Use customer feedback to innovate or improve your products based on what customers prefer in other brands.

4. Purchase Behavior Report

This report provides insights into customer purchasing decisions and behaviors.

Repeat Purchase Rate: Shows how often customers return to buy your products again.
New vs. Returning Customers: Understand the demographics of your buyers.

Using the Purchase Behavior Report:

Develop customer loyalty programs based on your repeat purchase rate to encourage more repeat sales.
Tailor marketing strategies differently for new versus returning customers.

Practical Steps for Product Research Using Brand Analytics

Step 1: Identify Your Niche

Start by gathering search term data to identify niches within your category. Look for high-demand, low-competition keywords that potential customers are searching for.

Action Item: Use the Search Term Report to identify suitable niches where you can introduce new products or optimize existing ones.

Step 2: Analyze Competitors

Utilize the Item Comparison Report and Market Basket Analysis to understand your competitors better. Determine which products are performing well and why.

Action Item: Create a competitive analysis chart that lists top competitors, their product features, pricing, and customer feedback.

Step 3: Determine Product Viability

Once you have a list of potential products based on search term data and competitor analysis, evaluate the viability of each product.

Sales Volume: Analyze whether there’s enough demand to justify entering the market.
Margins: Ensure that you can maintain healthy profit margins based on your cost structure.

Action Item: Use Amazon’s profitability calculator along with Brand Analytics data to assess potential returns on investment (ROI).

Step 4: Develop Your Listing Strategy

Creating a compelling product listing is crucial. Use key insights from your research to optimize titles, descriptions, and bullet points.

Action Item: Incorporate high-converting keywords gleaned from the Search Term Report into your product listings.

Step 5: Leverage Advertising

Use the insights gathered from Brand Analytics to inform your advertising strategy:

Targeted Ads: Use high-converting search terms for PPC campaigns.
Product Bundling: Advertise items together based on Market Basket Analysis.

Action Item: Create targeted ad campaigns that leverage products identified as frequently purchased together or highly relevant search terms.

Step 6: Monitor Performance

After launching your product, continuously monitor its performance using Brand Analytics. Adapt your strategy based on the data you gather.

Action Item: Set up monthly reports to track performance metrics, allowing you to adjust your listings and marketing strategies accordingly.

Advanced Strategies Using Brand Analytics

A/B Testing

Consider implementing A/B testing with different product listings based on insights from Brand Analytics.

Split Testing: Create multiple versions of your product page using different titles or descriptions that focus on various high-traffic keywords.

Customer Feedback Loop

Engage with customer feedback actively to inform future product iterations or new offerings.

Inform Product Development: Use purchase behavior data and customer reviews to refine and innovate your product lineup.

Seasonal Trends Analysis

Monitor trends and spikes in search term activity over time to tailor your inventory and marketing efforts toward peak buying seasons.

Action Item: Create a seasonal calendar based on past purchase behaviors to ensure optimal stock levels during high-demand periods.

Integration with Other Tools

Combine Brand Analytics with other tools in your digital marketing stack, such as Google Analytics, to create a holistic view of your performance.

Data Synergy: Use comprehensive data from various sources to track customer journeys and conversion paths.

Best Practices for Maximizing Brand Analytics

Regularly Check Reports: Schedule regular check-ins on your Brand Analytics reports to stay ahead of trends.
Stay Compliant: Ensure you adhere to Amazon’s policies when utilizing data from Brand Analytics in marketing campaigns.
Focus on Customer Experience: Ultimately, prioritize improving customer satisfaction based on insights gleaned from analytics.

Amazon’s Brand Analytics is an essential tool for any seller looking to thrive on the platform. By leveraging its insights, sellers can gain a competitive advantage, refine their product offerings, and enhance their marketing strategies. As e-commerce continues to evolve, data-driven decision-making will play a pivotal role in successful businesses.

With a solid understanding of how to navigate and utilize Brand Analytics effectively, sellers can maximize their potential on Amazon and drive long-term success. Always remember, the key to effective product research lies in continuous learning and adapting strategies based on insightful data!