Amazon is now offering a new tool called “Amazon Brand Analytics” to sellers who are brand registered.
According to Amazon, “Brand Analytics is a feature that contains valuable insights to empower Brand Owners to make informed, strategic decisions about their product portfolio and marketing/advertising activities”.
You can find Brand Analytics under the Reports tab in Seller Central.
*UPDATE*: Sellers can also access brand analytics by going to brandanalytics.amazon.com and using their Seller Central credentials.
As seen in the images below, Sellers can click on each link to learn more about the data provided in each report. Data is generally available in Brand Analytics within 72 hours of the close of a given period.
“The Brand Analytics is free for 3Ps, similar to ARA Basic. However, you have to be Brand Registered in order to get access. Some clients will have a holding company that owns the brands they sell and Amazon may require them to submit documentation that they are the brand owners before they give them access.”
– Tony Heuer, Marketplace Channel Analyst at CPC Strategy
What does Amazon Brand Analytics offer?
The free analytics platform provides access to the Amazon Search Term Report as well as Search Frequency Rank data.
Using Brand Analytics, sellers can view:
- Keywords (based on searches by Amazon customers to find their products)
- How “popular” a keyword is as it relates to other keywords in their database. For example, using the Search Frequency Rank tab, you can now view the most clicked ASINs based on a specific search term.
- Click and conversion share (aka the percentage of clicks that the “most clicked” ASINs received for a specific search term)
“It would seem Amazon is looking to empower brands on the 3P side with more relevant search and keyword data. The question is – will they continue to make other parts of the data available?”
– Eric Kauss, Manager, Vendor Operations – Amazon at CPC Strategy
What is the Amazon Search Terms Report?
The Amazon Search Terms report is extremely valuable because it shows Brand Owners how customers are finding their products and their competitors’ products on Amazon, including each product’s relative search popularity, click share, and conversion share.
The Amazon Search Terms report also shows the most popular search terms on Amazon during a given time period, along with each term’s search frequency rank and the top three products that customers clicked on after searching that term. For each of the top three products, the report also shows each product’s click share and conversion share.
What is Search Frequency Rank?
Search frequency rank is the numeric rank (#1, #2, #2, etc) of a specific search term’s popularity when compared to all other search terms during a given time period.
What is click share and conversion share?
Click share is a percentage determined by the number of times Amazon customers clicked on a particular product after searching for a given term, divided by the total number of times Amazon customers clicked on any product after searching for that term.
Similar to click share, conversion share is a percentage determined by the number of times Amazon customers bought a particular product after searching for a given term, divided by the total number of times Amazon customers bought any product after searching for that term.
Pro-tip: Click share and conversion share are independent of one another, and conversion share can be higher than click share.
For more information on Amazon Brand Analytics, be sure to review and comply with the Amazon Brand Analytics Terms and Conditions or email email@example.com