In the last few years, we have seen Amazon emerge as the fastest growing eCommerce portal. With so many brands showcasing their products on this eCommerce platform, it was time for Amazon to come up with tools that give the sellers the means of understanding just how well their products are faring. Hence, Amazon launched Brand Analytics for all those sellers who are part of the Amazon Brand Registry Program. By getting first-hand, authentic data from Amazon, sellers can massively improvise their marketing and growth strategies.
Amazon Brand Analytics (ABA) is a powerful Amazon analytical tool to gain insights on how to plan strategies, campaigns and overall marketing activities. A lot of the data that sellers get with the help of this tool is specific to their brand, and there are also other data points that provide a bird’s eye view of category-wide data on Amazon.
In this blog, we will talk about some very useful strategies that you can plan and implement through the reports provided on ABA, to make your marketing efforts a complete hit!
In order to build a targeted and high return-generating advertising campaign, it is essential to utilize keyword data. This analysis will help you study the category, understand customer search term behavior & trends, and to identify market gaps and new product opportunities. This is where the Amazon Search Terms Report plays a pivotal role. The search term report is an incredibly powerful tool that can provide reliable keyword research data. Through this report, you can get access to a lot of detailed metrics and utilize them in the best possible manner to propel your growth strategies further.
A very crucial component of success on Amazon is crafting user-friendly and SEO-friendly content for your product listings. This optimization can help you boost your visibility on Amazon, and ultimately get more traffic and sales to your products. One of the major reports that helps you do this is the Amazon Search Terms report. Through this, you can also get a detailed insight into high search keywords relevant to your product, and an idea of how your products are ranking on those keywords vis-a-vis competitors. This report gives you a Search Frequency Rank (SFR) for each keyword, which also helps you make an informed decision on which keywords are more searched for on Amazon than others in your category.
Amazon offers another report which is the Repeat Purchase Behaviour report. As a seller on Amazon, capitalizing on products with a high repeat purchase rate is a very important aspect of driving up your revenue. This report gives you detailed information regarding which products have been sold over and over.
Another important Amazon analytics report that helps grow your business is the Market Basket Analysis report. The results from this report help you understand what other products people buy when they purchase your product. This gives you a clear idea of what products you can include and which cross selling promotions you can offer, that inturn helps increase the average spending amount and cart value.
Another critical finding that you get from the Amazon Search term report is getting an idea of what other adjacent products and categories you can get into to get better results and sales. You can draw insights such as which colour, material or design of a given product type is searched more frequently.
All in all, Amazon through its Brand Analytics Reports provides you a truck load of data on your customers’ buying and search behavior. With the help of the ABA tool in place, sellers can get in-depth knowledge about not just how their products are performing, but how well the other competitors are doing.
Since everything about your product depends on your digital marketing and advertising strategy, having all this information is crucial so that you can clear the clutter of other brands and emerge as a fast selling product on Amazon. And, what’s more! These tools are free as long as you are a registered member of the Amazon Brand Registry program.
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