As this service offers invaluable insights into the identification of potential consumers, their purchasing behavior/patterns, rivals, and search queries, Amazon Brand Analytics (ABA) serves as a treasure trove for the merchants that list their items on Amazon.

Brand Analytics gives you access to primary types of reports:

Amazon Search Terms:

As you are undoubtedly aware, keywords are crucial for your brand’s SEO efforts on Google. The same holds true for Amazon. How you promote and place content for similar products might be influenced by the search terms that customers use while looking for products. The Search Term Report from Amazon offers invaluable information about consumers’ short- and long-term search patterns.

  • Search Terms: These are the search phrases that potential buyers use on Amazon to look for your items.
  • Search Frequency Rank: It provides information on the relative search term popularity so that you may determine where your product listing appears for the most crucial keywords.
  • Click Share: It provides information on how frequently customers click on an Amazon product after using a certain search word in relation to how frequently customers click on any other product after using a similar search term.
  • Conversion Share: It provides information on how frequently customers used a certain search phrase to find the goods being sold on Amazon as opposed to how frequently customers found any other product using that same search term.

Market Basket Analysis:

Enables you to identify which other products are being bought together with your products. The market basket report is frequently cited as one of the most useful resources provided under the brand analytics umbrella, particularly when utilised to comprehend customer behaviour or enhance paid advertising efforts. According to the Market Basket report, Brand Owners may see which things Amazon consumers (as a whole) most commonly bought at the same time as their own products. This enables brand owners to find bundling and cross-selling opportunities by instantly seeing which goods are most frequently bought along with their products.

  • Product ASIN (Amazon Standard Identification Number): It provides information to vendors about the ASINs of the items that Amazon customers frequently buy along with your product.
  • Product Title: It lets retailers know the names of the items that customers on Amazon frequently buy alongside their own products.
  • Combination Rate: In a combined format, it shows the proportion of orders for both your items and the products of other vendors.

Item Comparison and Alternate Purchase Behavior:

View the top five products that consumers saw in addition to yours. The item comparison report lists the top five items that buyers saw in the 24 hours after their viewing of your product listing, along with the percentage of times that each item was seen. All merchandise connected to brands that the rights holder has successfully registered with Amazon Brand Registry is displayed in the report. Only those items that rank among the top five products seen on the same day as a product from the Rights Owner are listed in the report.

Demographics

provides a summary of some of your audience’s main demographics. The marketing and sales jigsaw cannot be completed without understanding your target audience. When compared to a married mother of three, a single male college student will make quite different purchases and respond to messages. With the help of the Amazon demographics report, merchants may better understand their target market and how to effectively promote to them.

Repeat Purchase Behavior

The research on recurring product purchases by Amazon customers offers insights into these repeat transactions.

Amazon Repeat Purchase Behavior Report allows access to the following order data:

  • Orders: It provides retailers with information on the overall amount of orders, including both new and returning customers.
  • Unique Customers: It gives the merchants information on the overall number of distinct clients, including new and returning ones.
  • Repeat Customers: This report shows the proportion of recurring customers based on the total number of unique consumers.
  • Repeat Purchase Ordered Product Sales: It shows the percentage of sales that are the result of repeat business. For reference, a monetary amount is also given for this particular information.

CONCLUSION

Brand owners get free access to important insights from Amazon Brand Analytics regarding their goods, market, competitors, search terms, keywords, and other topics. Although this tool offers insightful information, it is up to you to make the most use of the data and formulate the most appropriate marketing and advertising plans.  If you are not familiar with this Amazon tool, you should think about getting in touch with Titan Fulfillment for a helpful manual on how to position your business to succeed on the Amazon platform.