As the Amazon Brand Registry program grows, we see brands that previously received no interest suddenly appear. As Amazon diversifies its offerings to be more brand-friendly, it provides another unique opportunity for hungry competition. Amazon Seller Analytics, or Brand Analytics, is one such platform that is best for retrieving actionable data.
As a relatively new part of the Amazon reporting tool list, it is vital to understand it early. As brands continue to join the registry, you will find that it will not get any easier. In this article, we will provide you with information on how your brand can take advantage of this.
1. What is Amazon Brand Analytics?
The brand analytics feature, sometimes called Amazon Seller Analytics, allows sellers who focus on brands to make informed decisions about their product lineup. As one of the most potent Amazon analytics tools in your arsenal, you can't afford to ignore it. You can locate it in Seller Central under the reports tab.
You can use data from the reports to make decisions regarding your product lineup and brand. Given that the reports are not exclusive to brand-based data, the title can be somewhat misleading. However, you need to be part of the registry to use these Amazon analytics tools.
Knowing you can use the data doesn't help unless you know the different report types.
2. What are the Different Report Types and What Do They Do?
Amazon Seller Analytics includes the following reports:
- Search terms report: It shows the most popular search terms in the Amazon store for a period. It also details their frequency and the top three products customers see after looking at the search term.
- Demographics report: Provides you information related to customer age, income, education, gender, and marital status.
- Item comparison report: It shows the top five products and how frequently buyers viewed them in a percentage. It displays all products registered with the Amazon Brand Registry.
- Alternate purchase report: This report takes the item comparison report and shows what items are purchased instead of yours in the top five.
- Market basket report: This report shows the top three products and how often buyers purchased them compared to the seller's entire product lineup.
- Repeat purchase behavior report: This report shows the number of orders and unique customers who placed them. This report is useful for identifying new customers who purchase more than once and repeat customers.
Data from these reports are available after three days.
a) Amazon Brand Analytics Has Better Data and Reporting Features
If you are looking for a reliable Amazon reporting tool, this one associated with the Amazon Brand Registry is a significant game-changer. Brands receive a higher level of analysis when compared to standard accounts, as Amazon takes brands with a greater degree of seriousness.
You can break down all of the Amazon analytics tools listed above into a specific period. If you know anything about the standard seller dashboard, the dashboard is primarily over long-form growth.
These smaller data sets can be paramount for a more detailed strategy. If you work this with your keyword research strategy, your campaigns can be laser-focused to boost your most successful products.
3. Amazon Brand Analytics (2020 - 2021 Updates)
If you are looking for an Amazon reporting tool, they have a variety of options above from their most recent updates. Their latest updates allow you to break down different periods and compare your best overall products by their Amazon Standard Identification Number (ASIN).
Seller Central is modified to include the Brand Dashboard as well. The Brand Dashboard consists of the following updates:
- Any product listing that is receiving limited attention (less than five reviews)
- A focus on what products do not have A+ coverage
- Product listings that do not have any currently running ads
- Listings with missing details
- Any negative reviews specifically levied against your brand
A+ content coverage allows businesses to display their brand story. This effort is known to increases the amount of traffic, which typically results in more sales.
a) Amazon Brand Analytics is Now Free
Several years ago, these Amazon analytics tools were released for all those on the Amazon Brand Registry. This news was shocking, as Amazon was previously known to charge businesses more than $30 thousand for this service.
Registering with the registry also offers you additional brand protection. Their features include the following:
- You can have accurate listings to ensure that your customers are reviewing focused, real-time data on your items.
- Brand protection against potential infringement. (claimed 99% reduction of suspected brand infringements)
- You have access to a global team of investigators available 24/7.
- Access to being a sponsored brand.
While these Amazon analytics tools are free, the road to be able to use them is not.
4. Who Can Use Amazon Seller Analytics?
ABA is limited to brands who are eligible for being on the Amazon Brand Registry. To be part of the registry, you must have a trademark registered with the World Intellectual Property Organization (WIPO). You also need to reside in one of the following countries:
- United States
- Saudi Arabia
- United Kingdom
- The European Union
- The United Arab Emirates
Amazon also accepts trademarks registered with the European Union Intellectual Property Office (EUIPO). Typically, registering a trademark can cost around $300 to $400 for those in the US. For other countries, it can vary heavily.
5. How Do I Access Amazon Brand Analytics?
To access this Amazon reporting tool, you need to have an account on Seller Central. This account involves paying the regular monthly dues to Amazon for establishing a store there.
Also, you need to be the trademark owner before you can establish the brand on Amazon. If you have a pre-existing Seller or Vendor Central account, you can use the same username and password.
After you meet those requirements, we can start with the first step:
Establishing A Trademark
To establish a trademark, one must first go to WIPO's official site. You can do so using one of two methods:
- The Madrid System: You use this system if you have connections to parties in the Madrid Agreement. That means you need to have an industrial commercial in one of the 123 countries and connected to one of the members.
- The Nice Agreement: For businesses who offer unique goods and services that fall under one of the 45 Nice Classifications.
- If you file with the nearest regional & national trademark office, they can provide you with information that applies to WIPO's policies. You will need to file a trademark with each country—best for sellers that work in a small number of countries.
Remember that a trademark can be almost anything. These can include words, drawings, and three-dimensional figures. Trademark typically lasts up to ten years and indicates your product as unique.
Finding a trademark is different in each country. For the US, start with the United States Patent and Trademark Office (USPTO).
a) How To Enroll Your Brand
Once you receive confirmation of having a distinctive trademark, you must be sure that this trademark appears on your products (or the packaging). If your trademark is pending, check on Amazon's country-specific requirements.
You will need these items before you begin:
- You need the trademark registration number provided by the office. You can include the application number if your request is pending.
- You need, list of product categories associated with your brand.
- You need a separate person who will verify that you are the rights owner of the trademark.
The associated person will receive a verification code that will allow them to verify their and your identities.
To start, go to brandregistry.amazon.com. After signing into your account, you will see enroll a brand in the upper left-hand corner. You will see the next screen detailing the requirements:
b) Fill Out The Form
The form above details the information you need. The last section includes pictures of your product images where your trademark is displayed.
You can choose to upload products that you currently sell on Amazon.
The next page will detail your seller account information. It is no different from the form you need to fill out to confirm your seller address. It may take Amazon several days to ensure your trademark.
Thankfully, provided that everything is good with your local trademark office, this part is pretty simple. You will also receive protections that 350 thousand brands are currently receiving.
6. Top Metrics & Reports You Should Be Tracking in Amazon Brand Analytics
Regardless of your favorite Amazon reporting tool, you need to prioritize items that will give you actionable information. Below, we will go through the metrics and reports you should prioritize.
a) The Amazon Search Terms Report
The Amazon Search Terms Report tells us two things:
- What the top three products are
- Which product sticks out among those products
The best way an Amazon seller can grow is by learning from those who succeed at it. Always be looking at your competitor's products to see how they compare to you.
For example, let's say you are a company competing with GoPro. You want to take a look at one of their new cameras: The HERO8:
If you are trying to release a competing camera without uploading examples of how the camera works, you won't get far. Always be looking at the competition and ask yourself how you can outperform them.
b) COSA (Cost of Sales Adjustment)
COSA, otherwise known as the Cost of Sales Adjustment, tells you your overall cost of sales regarding your inventory. It deals in a comparison of the historical cost data of opening and closing stock.
This area is essential, as it deals with unsold inventory to be discounted and potential returns. This metric is a real indication of the Cost of Goods Sold (COGS), which is a bit easier to calculate.
c) Alternate Purchase Report
The alternate purchase report tells you what items are customers are purchasing instead of yours. Going back to that camera example from earlier, you may find that the HERO8 is outselling the camera your business sells.
A big reason that people don't make sales is that they don't hit all of the potential benefits and rejections a person has. There are many trepidations to paying more than $200 for anything. GoPro addresses that with an incredibly detailed product page.
Look at what your competitors do and see about creating your version of it. Always ask yourself what rejection you can overcome or benefit you missed when creating these pages.
d) Repeat Purchase Behavior Report
Once you've addressed their initial concerns during the purchase process, you need to determine who is keeping them around. With the repeat purchase behavior report, you can find out how often they are repurchasing the product.
In combination with the demographics report, you can find out who is buying the product. With a products page that directs towards certain age, gender, and income brackets, you might find yourself with a powerful piece.
Don't take this as an indication to take away from other prospective buyers. People often prioritize demographics over situations, which may not be ideal if your product solves problems.
For example, if you sell a cleaning product for baseboards and market it to women, men who need to clean their baseboards won't feel involved. This isolation tactic typically backfires, so remember to be inclusive.
7. How to Get the Most Out of Amazon Seller Analytics - Prioritize Actionable Metrics
Amazon Seller Analytics associated with the brand registry program is incredibly detailed. If you happen to have a registered trademark, there is no reason for you to avoid this. Amazon sellers who have a trademark can take advantage of enhanced features.
Brand protections ensure that fewer people will be able to undermine your selling efforts. Extra analytics will allow you to make more strategic decisions. Regular access to reports will allow you to tweak your efforts on a day-to-day basis.
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