Amazon has recently launched two new backend dashboard features for brand-registered sellers: Amazon brand analytics and Amazon brand dashboard. Accessible through Seller Central, these tools provide brand owners with new data and features to help them make more strategic marketing decisions and monitor their overall brand health.
Within this blog, we will take a deep dive into each tool, and see how it can be used to help your Amazon business. For now, here is a quick overview of each tool:
Amazon Brand Analytics
Brand Analytics is an entirely new feature for brand owners. It provides sellers with key data points regarding competitors, conversions and consumer shopping behaviors. While a similar tool has existed for vendors for quite some time, this is the first of its kind for brand-registered sellers.
If you are a brand owner with products registered in Amazon’s brand registry, you can access Brand Analytics by signing into your Seller Central account, clicking on the Reports tab and selecting Brand Analytics.
Within Brand Analytics, sellers have access to three primary reports: Search Term, Demographics and Item Comparison.
Search Term Report
The first new analytics tool we will cover is the Amazon Search Term report. This report shows brand owners how Amazon shoppers are searching for their products, and those of their competitors. It includes search frequency rank, click share and conversion share data on the product level over a set period of time.
Sellers can use the Search Term report to see Amazon’s most popular search terms throughout a given time period, including the search frequency rank for each term and the top three ASINs that consumers clicked on when exploring products within that search term. The report also includes click share and conversion share data for each of these products.
Breaking Down The Metrics
- Search Frequency Rank is a numerical representation of a search term’s popularity in comparison to all other search terms.
- Click Share compares a product’s click rate to that of its competitors. It is represented as a percentage equal to the number of times shoppers clicked on a specific ASIN after searching a term divided by the number of times shoppers clicked on any ASIN after searching that term.
- Conversion Share is similar to click share but focuses on purchases rather than clicks. It is represented as a percentage equal to the number of times shoppers purchased a specific ASIN after searching a term divided by the number of times shoppers purchased any ASIN after searching that term.
While click and conversion share are similar, it is important to keep in mind that the two metrics are calculated completely independent of one another.
What are the Benefits of the Search Term Report?
Within the Search Term report, sellers can search for particular terms to identify the top performing products for that term or they can search for a particular product and see what terms are driving shoppers to click on the ASIN. This allows sellers to identify top performing terms that they may choose to incorporate into their own listings and see which terms are providing the most clicks for their products and those of their competitors.
Another new feature of Amazon’s Brand Analytics is the Demographics report. Here, sellers can see a breakdown of their customers by age, income, gender, marital status and education, based on information provided about the primary account holder. For each demographic segment, the following metrics are provided:
- Unique Customers
- Ordered Product Sales
- Ordered Units
This data includes any of the seller’s products that are registered with the Brand Registry and have had 100 or more unique customers within the set time period. Sellers can find data for a specific product or group of products (up to 500 ASINS at a time) via the search box at the top of the report.
If you notice that certain metrics are marked with “Information Not Available,” this means that data has not been provided for that demographic segment. You can click “Information Not Available” at the top of your report to see all missing demographic information, which you can then toggle on and off within the report.
What are the Benefits of the Demographic Report?
This can be a fantastic tool to get a glimpse into who your primary customer is. It can confirm what you already think you know about your audience or reveal opportunities to better target people you did not realize were buying your product.
A Note About Sales Data
Many sellers have wondered why the sales numbers in their Demographic report do not match the sales recorded in their Business Reports. If you run into the same discrepancy, do not be alarmed, as there are several reasons why these numbers can be, and likely are, different.
The sales data within your Demographic report is a representation of all sales for a specific product, regardless of the seller. This means that the sales data you are seeing could be a combination of your sales and those of competitors offering the same product. On the other hand, Business Reports only includes data on your specific sales.
Also, keep in mind that the Demographic report only includes products with 100 or more unique customers, as mentioned above.
Item Comparison Report
The final piece in Amazon’s new Brand Analytics puzzle is the Item Comparison report. This report shows brand owners what other products shoppers viewed most frequently within the same day they viewed the brand owner’s products. By uncovering insights into their direct competitors, brand owners can make more informed product and marketing decisions to help grow their Amazon business.
The Item Comparison report hones in on the top 5 most frequently viewed products, along with their respective viewing percentage, within the date range chosen by the seller. Brand owners can search for any specific product or group of products (up to 500 ASINs at a time) so long as the product(s) is registered within the Amazon Brand Registry. Non-registered products offered by that seller will only appear in the report if they are among the list of top 5 most frequently viewed products.
Amazon Brand Dashboard
Along with Brand Analytics, Amazon also recently launched the Amazon Brand Dashboard to help sellers monitor their brand health and increase traffic and conversions. While many of the metrics included within the Amazon Brand Dashboard have already been available to sellers, this is the first time they have all been organized in one central, easy-to-use tool.
- Competitive Price – This feature surveys other retailers and alerts you if your product is offered at a lower price elsewhere. Competitive price also reports on “uncompetitive page views,” which are views you got while not at the lowest price, throughout the past 30 days.
- Prime Eligibility – Here, you can see what percentage of your page views over the past 30 days were for Prime-eligible products. If you have page views on ineligible products, you can see a numeric breakdown of these views.
- In-Stock Rate – This tab will let you know if any of your products are out of stock. In the event of a stockout, the tool will tell you how many page views are coming from out-of-stock products.
- Detail Page Completion – If any of your pages are missing critical information (i.e. images, bullet points or descriptions) they will be flagged within the tool’s Detail Page Completion section.
- Enhanced Brand Content Coverage – Amazon Brand Dashboard is also the new home of Enhanced Brand Content (EBC), a feature you can use to plus-up your product descriptions with imagery and advanced text formatting. Products not using EBC will be displayed within the Enhanced Brand Content Coverage section of the dashboard.
- Customer Reviews – Brand Dashboard has two tools to notify you of possible review enhancements. The Minimum Number of Customer Reviews section displays any products with less than 6 product reviews while Critical Customer Reviews shows you which ASINs have received reviews of 3-stars and below.
Optimized Search Terms – This tool reviews your product titles for “duplicates, superfluous, or overly-long search terms” to help improve visibility for your listings.
Sponsored Ads Adoption – This feature displays any of your products that are not running a sponsored ad campaign or have not received any page views from an active campaign within the past 30 days.