In today's article, I will introduce you to Amazon Brand Analytics. Amazon Brand Analytics is a feature that is available to brand owners to better understand data on search and click behavior on Amazon. It was first released in the USA in February 2019. German retailers have had access to the data since March 2019 in Amazon Brand Analytics.
Amazon Brand Analytics is only available to brand owners who have successfully registered their brand with Amazon Brand Registry. If you have already registered your brand, you don't have to worry about anything else and can simply access Amazon Brand Analytics.
In Amazon Brand Analytics, two reports are currently (April 2019) available to the brand owner.
The first reporting "Amazon search terms" has a database of currently 375,948 search terms, which are sorted according to search frequency rank.
The search frequency rank is a numerical rank (1, 2, 3) that indicates the popularity of a specific search term compared to all other search terms during a specific time period.
In the evaluation period 07.04.2019 - 13.04.2019, the search term "bluetooth headphones" had the search frequency rank 1 and was therefore the most searched search term on Amazon.de during the period. The second most popular search term was "game of thrones". Based on the search frequency rank, we cannot see the actual number of searches for a keyword, but we can get a good impression of the popularity of the search term.
You can also actively search for keywords in the search term report to determine the popularity of your own search terms.
But not only the search frequency rank provides interesting insights. We are also shown the top 3 rankings of organic products for the respective keyword including click rate and turnover rate!
The products are displayed based on the most clicked ASINs during the defined time period for the respective search term.
Here is the definition of the terms used by Amazon:
Click rate: Percentage of clicks the product received compared to the total number of clicks based on the search results in the selected time period
Turnover rate: Percentage of sales achieved by the product compared to the total number of sales based on the search results in the selected time period
In addition to the "Amazon search terms" report, we also have a second "Item comparison" report.
In the "Article comparison" reporting, we receive a product overview of the top 5 competitors for each ASIN we offer. The comparison is made not based on sales made in relation to our products, but rather how often (as a percentage) this product (competitor product) was viewed by customers who also viewed our product on the same day. This analysis helps us to get a feel for which products are also considered relevant by customers.
Conclusion Amazon Brand Analytics:
Thanks to Amazon Brand Analytics, sellers now receive more data to determine click and conversion rates based on keywords. This should help to identify relevant search terms and focus on search terms with high conversion rates. The search volume of keywords can now also be compared with each other, which can help with keyword research and keyword prioritization.