Unlocking Sales with Amazon Brand Analytics

In the dynamic world of e-commerce, data is the differentiator for success. The ability to harness information and transform it into actionable insights is what sets successful brands apart. Amazon Brand Analytics is the key to unlocking the treasure chest of data that can empower your brand. There are many tools such as Helium 10, Jungle Scout, SellerApp, etc that give good data based on data collection from multiple sources and through statistical modeling. However, Amazon Brand Analytics (ABA) gives first-hand data on your brand’s performance data on Amazon.?

What is Amazon Brand Analytics?

Amazon Brand Analytics is a robust tool provided by Amazon to brand owners and sellers. It's designed to help make data-driven decisions and gain a competitive edge in the marketplace.

What are the different data and insights provided in Amazon Brand Analytics and how to use them?

A. Customer Loyalty Analytics

• Identify your top tier, promising, risk, and hibernating customers and use targeted campaigns and promos.?
• Use the trends data to understand sales trends such as repeat purchase frequency, new customer additions, etc, and customise offerings.?

B. Search Analytics

• Use Search Catalog Performance to understand how customers interact with your Brand's products throughout the search shopping journey. Use this data to improve sales. Some interesting data such as how many purchase decisions were influenced by 1-day shipping or 2-day shipping can be used to improve your shipping speed and sales.?
• Use Search Query Performance to identify top search terms on Amazon that led to sales of your products. Use this data to optimise your listing and use them as keywords in the ads.?
• Use Top Search Terms to search for the top search terms for the category, top sellers and competitors and use those keywords to improve your organic and paid search results.?

C. Consumer Behaviour Analytics

• Use Repeat Purchase Behaviour to implement incentives for loyal customers such as subscribe and save, bulk purchase discounts and coupons.?
• Use Demographics (currently available only on Amazon USA, at the time of publishing this article) to customise your offerings to the most relevant demographics. For example, if your primary demographic on Amazon is 18-24, female, you can customise your A+, Amazon Store to appeal to that audience. You can also set up A/B testing to serve different content to different audiences. This is the only place where Amazon shares Demographic Data in an anonymised and aggregated form. Amazon is known to religiously protect customer data from Sellers.?

Amazon Brand Analytics is a vast and interesting tool. This article is intended as a basic introduction.