Amazon Brand Analytics is an invaluable free tool that provides sellers with powerful insights into their brand performance and customer behavior. By effectively leveraging Amazon Brand Analytics, sellers can make data-driven decisions to optimize their listings, advertising, pricing and inventory management. This can lead to substantial increases in sales, conversions, repeat purchases and customer lifetime value.
What is Amazon Brand Analytics?
Amazon Brand Analytics gives registered brand owners access to detailed analytics reports on how their brand is performing on Amazon. It taps into Amazon‘s extensive data and algorithms to deliver actionable insights.
Key reports available include:
- Search Terms – See the highest converting keywords, click share and your rankings for branded terms.
Market Basket Analysis – Identify which products are frequently purchased together with your products.
Item Comparison – See how your product compares with other top viewed competing products.
Repeat Purchase Behavior – Understand how many customers purchase your product again and their repurchase cycles.
Demographics – Gain insights into your customer demographics including age, gender, income.
By leveraging these reports, you can gain a thorough understanding of your brand health and opportunities on Amazon. The data can inform critical business decisions.
Step-by-Step Guide to Accessing Brand Analytics
Here is a simple step-by-step guide to start using Amazon Brand Analytics:
- Register your brand in the Amazon Brand Registry to gain access to Brand Analytics.
Sign into your Seller Central account and navigate to the Business Reports section.
Locate the Brand Analytics dashboard from the left menu.
Select the specific report you want to analyze from the dropdown menu.
Set date ranges and filters to customize the report data.
Review and download the generated report.
Analyze the insights and metrics in the report.
Develop strategies to optimize your Amazon presence based on the findings.
Monitor updated reports frequently to identify trends and changes.
Rinse and repeat! Continuously assess performance and iterate.
Key Insights from Brand Analytics Reports
Here are some of the most impactful insights sellers gain from Amazon Brand Analytics reports:
- Winning search terms – See which keywords drive the most clicks and conversions for branding and advertising optimization.
Related purchases – Identify complementary products to inform bundling and promotion strategies.
Competitor comparisons – Benchmark your product against other top sellers in the market.
Loyalty indicators – Determine the percentage of repeat customers and repurchase cycles.
Audience targeting – Refine your target customer age, gender, income groups.
Performance trends – Track growth and identify seasonal fluctuations over time.
Turning Insights into Action
The key is translating your Amazon Brand Analytics findings into concrete strategies and optimized activities. Here are some examples:
- Improving product listings and SEO based on top performing keywords.
Creating promotions and bundles for complementary products identified.
Adjusting pricing based on benchmarks against comparable best selling products.
Running pay-per-click ads focused on high converting search terms.
Developing loyalty programs to increase repeat purchases.
Creating content and offers tailored to your identified target demographics.
Planning advertising and inventory for seasonal performance peaks.
Amazon Brand Analytics provides sellers with an incredibly powerful free tool to gain data-driven insights that directly fuel business growth on Amazon. By registering your brand, monitoring reports frequently, deriving strategic insights and optimizing your presence, you can drive more sales, conversions and customer loyalty over time. The key is to continuously analyze performance with Brand Analytics and rapidly iterate based on the findings.