Amazon's brand analysis provides valuable statistics for sellers in the brand register. The metrics include recent ad changes, such as targeting competitors in ads and search terms. Used strategically, Brand Analytics can drive sales.
Brand Analytics provides insight into sales, search terms, and buying behavior. It is only available to trademark owners, not retailers.
The data is organized into critical categories – "Search terms", "Market analysis", "Comparison of objects", "Alternative buying behavior" and "Demographics."
Search terms. I consult with many Amazon sellers. Often, they use third-party keyword tools, which are not ideal. The problem is generic production that is not specific to Amazon.
Conversely, Brand Analytics now offers Amazon-specific search terms. Users can see search terms for all Amazon, including categories, products and ASIN.
The most valuable information in my experience is conversion rates for specific search terms – which items convert into a sale for a particular search term. Trademark owners can use the information to find the best search terms (most clicks and conversions) for their products.
Using the data, brands can also develop a sales strategy against competitors by examining which company gets the conversion for each search term. Brands can then compare their products and try to pass by. Using search terms in targeted, competitive ads is one example, as data will identify products to target.
Market Basket Analysis. Amazon's market analysis is specific to the ASINs in your brand's merchant account. The tool displays additional items that buyers purchased when purchasing – or searching for – your items, including frequency.
Pay attention to Market Basket analysis. Over time, you are likely to see purchase patterns involving your products and complementary items. It is a critical insight into consumer behavior. It is also useful for developing expansion products and for identifying advertising goals.
Comparison of objects. The article comparison report shows the top five products Amazon shoppers show after looking at your article, as well as the frequency. Object comparisons are useful for improving advertising.
Alternative purchase. The Alternative Purchases report is similar to article comparison. It shows what products consumers buy after seeing your list. This too can improve advertising. It will also mark where you lose sales. You may have unknown conversion problems, such as price, quantity, or quality.
The reports on alternative purchases and object comparisons enable fact-based decisions.
Demography. The Demographics report includes your buyers' age, marital status, household income, education and gender. It is excellent information to improve your product pages. It is also useful when advertising on platforms outside of Amazon, such as Google and Facebook.
Amazon's trademark registration offers extremely useful tools. The data focuses on your brand and your products. Unlike third-party tools, it is specific to Amazon's marketplace. And it can significantly boost sales.