Optimizing Your Business With Amazon Brand Analytics

In 2020 Amazon updated its Brand Analytics to make the tool absolutely free for brand owners. The catch? Brands must be registered in Amazon’s Brand Registry program. Previously, brands would be subject to pay $30,000 a year for the Amazon Brand Analytics reporting feature.

Certainly, Amazon Brand Analytics is a powerful tool that can help brands leverage insights to develop actionable data-oriented solutions. However, in order to fully reap the benefits of such a tool, one must comprehensively understand which metrics will help them achieve their eCommerce goals.

This article serves as a guide for brand owners interested in using Amazon Brand Analytics to grow their business. By explaining Amazon Brand Analytics, its dashboard, and reports, the article seeks to help brands identify which metrics they should be tracking and alternative tools they can incorporate into their toolkit to set them apart from their Amazon competitors.

Brand Analytics is an Amazon measurement feature exclusively for eCommerce sellers who own a brand on Amazon. It is designed to provide brands with actionable insights to help them make strategic decisions about their products, marketing, and advertising initiatives.

Upon being accepted into Amazon’s Brand Registry program, brand owners become fully equipped with the resources to create A+ Content and use Sponsored Brand advertising campaigns. Amazon’s Brand Registry program, which encompasses Amazon Brand Analytics, also offers additional brand protection, such as protection against creating inaccurate listings and intellectual property infringements.

Brand owners can access Amazon Brand Analytics by logging into either Vendor Central or Seller Central and clicking the “Reports” tab. From there, you must select “Brand Analytics” from the dropdown menu to get started using the tool.

As previously stated, only brands that are part of Amazon’s Brand Registry program have access to Amazon Brand Analytics. To be eligible for the program, brands must have an active registered trademark in every country they intend to enroll in. Amazon only accepts trademarks issued by government trademark offices in:

United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Turkey, Singapore, Spain, Netherlands, Saudi Arabia, the United Kingdom, Egypt, Sweden, Poland, the European Union, and the United Arab Emirates.

After reviewing and approving application requirements for the program, Amazon sends a verification code, which needs to be sent back to Amazon in order to finalize the registration process. Click here for more information on Amazon’s Brand Registry eligibility requirements.

The Amazon Search Terms Report shows the search terms customers use to find both your products and your competitors. The report supplies brand owners with the most popular search terms on Amazon over a selected period of time, and the top three products customers see on the search results page after using particular search terms. To measure performance, the report also contains the following metrics: click share and conversion share for the top three products; which products are no longer part of the top three clicked ASINs and the product’s click rank from the week prior.

The Demographics Report shows different attributes associated with Amazon customers who searched for ASINs, such as age, gender, education, household income, and marital status. This list of consumer information can further help brands create descriptive buyer personas and, in turn, targeted marketing campaigns.

The Item Comparison Report shows the top five products and the frequency at which customers viewed them. It displays all products registered with the Amazon Brand Registry and enables brands to produce more robust product portfolios and advertising decisions.

The Alternate Purchase Report shows which products shoppers purchase most frequently on the same day they viewed but did not purchase your product. Such insights can help brands establish which products are being purchased instead of theirs to identify areas of improvement.

The Market Basket Report shows the other top three products consumers purchased on the same day they purchased your product. These findings allow brands to see which products are most frequently purchased together to identify potential marketing and bundling opportunities.

An increasingly vast number of brand owners are using Amazon Brand Analytics to be more competitive. Given this, it has become just as difficult to distinguish your brand from such competitors since they are obtaining the same insights from the same tool you use. To further set your brand apart, eCommerce experts have recommended adopting alternative tools to gain additional insights into your brand’s performance.

DataHawk’s software suite comprised of five solutions gives Amazon brand owners the ammo they need to not only fight against but also defeat the competition. The reports generated from DataHawk’s software go one step beyond Amazon Brand Analytics reports. They allow brands to instantly run Amazon data exports in both report and spreadsheet format.

Among the 30 reports, some include but are not limited to insights on Amazon Share of Voice, Brand-Share, Best Selling Products, ACoS, and Conversions. Such reports work to give sellers the actionable insights they need to boost productivity, gain competitive intelligence, reach top seller spots on search results pages, take quick action when needed, optimize ad spending, and unlock intelligence to boost visibility.

DataHawk’s yearly Amazon Advertising Benchmark Reports are curated to give Amazon brand owners the metrics they need to become the best seller and turn their products into the one other brands are comparing theirs to.

For instance, DataHawk’s most recent 2021 Amazon Advertising Benchmark Report examines advertising KPIs related to four types of Sponsored Ads: Sponsored Products, Sponsored Brands, Sponsored Brand Video, and Sponsored Display. Findings are supported by insights from anonymized active DataHawk user accounts throughout 2021.

The purpose of these types of reports is threefold: to help Amazon merchants measure campaign efficacy, to assess weekly advertising metrics such as RoAS, ACoS, conversion rates, CPC, and CTR, and to examine the performance of Amazon Sponsored Ads during significant online shopping events such as Prime Day, Cyber Five, and December holidays.

To obtain the most valuable insights from Amazon Brand Analytics reports, brands should carefully track keyword rankings and seller ratings.

Amazon Keyword Ranking metrics are perhaps the most valuable metric Amazon brand owners should be tracking since they tell you exactly how shoppers find your product. Amazon runs on SEO, and keyword ranking metrics measure SEO efficacy. Insights gleaned from keyword-related metrics tell brands what to do and what not to do to increase organic search traffic, engagement, leads, and orders.

By tracking keyword rankings, one can understand the essence of the organic search performance of any product as a means to optimize SEO. A strong SEO strategy has the potential to do all your marketing for you, such as improving a product’s ranking through organic traffic. Therefore, brands should aspire to have their products indexed for as many relevant keywords as possible.

Becoming an Amazon Brand comes with its fair share of benefits. Below is a list of resources Amazon Brands can leverage to reap the benefits of the program.

Fulfillment by Amazon

• FBA and Prime Badge – to scale shipping, returns, and customer service

Brand Protection

• Amazon Brand Registry – to unlock tools that help create better customer experiences
• IP Accelerator – to easily obtain intellectual property rights
• Project Zero – to product products against counterfeits
• Transparency – to enhance customer experience and identify supply chain defects
• Counterfeit Crimes Unite – to ensure product authenticity

Easily Connect to Customers

• A+ Content – to create customizable and enhanced product descriptions
• Product Videos – to leverage the power of the video to showcase products
• Customer Reviews – to monitor customer sentiments and provide better customer service
• Amazon Live – to engage with customers in real-time
• Customer Engagement – create email templates to make announcements
• Virtual Bundles – offer bundles without having to package them together

Advertising Audience Growth

• Sponsored Products and Brands – ads to drive awareness and discovery
• Sponsored Display – ads to reach relevant audiences
• Global Selling – to sell to customers worldwide

Ways to Optimize Strategies

• Amazon Brand Analytics – to leverage data and make level-headed decisions
• Amazon Attribution – to analyze sales impact
• Experiment Management – to optimize listings via experiments
• Brand Metrics – to reach customers throughout their shopping journey

The Amazon Brand Analytics Reports covered earlier in this article reveal a plethora of insights on customers’ purchasing habits and have the utmost potential to help brands improve conversion rates. However, there is no such thing as too much data.

Amazon brand owners should not rely exclusively on one data source. Instead, brands should seek to obtain as much data about their products, processes, customers, and ads to make more strategic and more profitable business decisions. In the world of Amazon SEO, additional resources can be the difference between a winning product and a losing one.