Amazon Brand Analytics helps you make strategic decisions about your products and advertising by giving you access to aggregated customer and brand performance data.
Imagine having a crystal ball that could answer questions like:
- Am I using the best keywords to connect with customers?
- How often are customers buying my products?
- What other products do customers buy when they buy from my brand?
Amazon Brand Analytics isn’t a crystal ball, but it can help you find answers to these questions and more. In this post, we’ll explain how it works.
What is Amazon Brand Analytics?
Amazon Brand Analytics is available to brands enrolled in Amazon Brand Registry. Brand Analytics helps businesses better understand their customers and brand performance through aggregated customer search and purchase data. It contains multiple dashboards that brands can use to make strategic decisions to optimize their products and advertising:
- Search Catalog Performance
- Search Query Performance
- Top Search Terms
- Repeat Purchase Behavior
- Market Basket Analysis
- Customer Loyalty Analytics
You can use these Brand Analytics dashboards to analyze sales metrics and gain insights into keywords, search impressions, purchases, and more. Let’s dive into the details.
Cardinal & Crest started on Amazon about a year ago. It’s probably the first time in the history of the world that somebody can go from idea to product creation to putting it in front of millions of customers just like that.
How to access Amazon Brand Analytics
To access Brand Analytics, sign up for an Amazon selling account and choose a Professional selling plan, if you don’t already have one. Then enroll your brand in Amazon Brand Registry using an active, registered trademark. In some cases, you can also use a pending trademark application or registration to enroll.
If you don’t have an active or pending trademark, or want to speed up the process of getting one, check out the IP Accelerator program.
Once enrolled in Brand Registry, hover over Brands in the Seller Central main menu, then click Brand Analytics to access the tool.
7 ways to grow your business with Amazon Brand Analytics
1. Get key metrics with the Search Catalog Performance dashboard
How well are products performing in Amazon search? Are customers finding products, but dropping off before they hit the buy button? You can find out by selecting the Search Catalog Performance dashboard from the Search Analytics drop-down menu at the top of the Brand Analytics page.
Using the Search Catalog Performance dashboard, you’ll gain insights into how many times your brand’s products appeared in Amazon search results (impressions) for a selected time frame. You’ll also see clicks and click rates, median prices, cart adds, purchases, and conversion rates.
With these key metrics, you can learn how customers engage with products throughout their shopping journey.
- Top of the funnel: Adjust keywords to help products rank in search results and earn more impressions.
- Middle of the funnel: Analyze clicks to tweak product descriptions for higher click-through rates.
- Bottom of the funnel: Set competitive prices to improve conversion rates and boost purchases.
2. Understand how customers search for your brand’s products with the Search Query Performance dashboard
What search terms are driving customers to your products? How is your brand performing relative to other brands in the Amazon store? Find out using the Search Query Performance dashboard, which is under the Search Analytics drop-down menu at the top of the Brand Analytics page. This dashboard lists the top queries that led customers to your products. It shows data for impressions, clicks, cart adds, and other sales metrics for specific queries and also provides a breakdown of your brand’s share of performance compared to overall query performance in the Amazon store.
Using the Search Query Performance dashboard, you can find:
- The number of search impressions for queries relevant to your brand
- The percentage of clicks for your brand’s catalog compared to the total count for all brands
- How same-day shipping might be contributing to sales
You can use a Brand View or ASIN View to dig into the data for specific keywords, including search query score (which indicates how individual keywords are performing) and search query volume (which tells you how many times customers used a given keyword in Amazon search within a certain time frame).
This info can shed light on how customers are finding your brand and searching for products like the ones you sell. It can also give you ideas for keywords to include in content like product descriptions.
3. Dig into keywords with the Top Search Terms dashboard
Instead of guessing what keywords customers are using to find products, you can see it firsthand through the Top Search Terms dashboard, which is located under the Search Analytics tab at the top of Brand Analytics page. This dashboard shows:
- Search frequency rank for top search terms
- Top-clicked brands
- Top-clicked categories
You can also see the product titles for the three top-clicked products for each search term, along with click shares and conversion shares. This data provides visibility into the top search terms customers are using across the Amazon store. You can use the filters to search by ASIN, brand name, product category, or keyword.
4. Encourage return buyers with the Repeat Purchase Behavior dashboard
Repeat purchases can offer valuable insight into customer engagement and satisfaction. The Repeat Purchase Behavior dashboard is under the Customer Behavior Analytics drop-down menu on the Brand Analytics pages and shows how often unique customers place multiple orders of the same product. It displays:
- Repeat ordered product sales and units
- Number of repeat customers
- The percentage of repeat buyers (out of all customers who place orders)
You can view this information using a Brand View or ASIN View.
Data-driven strategies can help you build a loyal customer base. By seeing which products customers buy repeatedly, you can get a leg up on deciding which products to focus on in your advertising.
5. Learn about your audience with the Demographics dashboard
Who’s buying? How can you expand your reach? You can find out by exploring the Demographics dashboard, located under the Customer Behavior Analytics drop-down menu on the Brand Analytics page. This dashboard is only available for our US store, and ASINs need to have 100 or more unique customers in a select time range in order to be displayed. For ASINs meeting this criteria, the dashboard will display aggregate customer data for:
- Marital status
With this data, you can get insights into how your audience might be changing over time. Use filters to view data for a specific week, month, or quarter. Data in Brand Analytics usually goes back three years and is generally available within three days, with quarter-end data typically available within one week.
6. Increase orders with the Market Basket Analysis dashboard
What products do customers purchase together the most? Located under the Customer Behavior Analytics drop-down menu on the Brand Analytics page, the Market Basket Analysis dashboard can reveal the answer to this question based on patterns in aggregate purchasing data.
This dashboard displays the top three products customers most frequently purchase with the products you offer. Use the Products displayed drop-down menu to filter so results include or exclude results from other brands. Use this info to:
- Make decisions about products you might want to add or remove from your inventory
- Create Virtual Bundles to increase average order size
- Identify cross-marketing opportunities to promote related products
For example, let’s say customers are buying baby bottles from your brand. They also frequently purchase baby bottle brushes from other sellers. So, if you bundle together a bottle and brush set, you might increase order sizes.
7. Dive deep into audience trends with Customer Loyalty Analytics
The Customer Loyalty Analytics dashboard at the top of the Brand Analytics page offers insight into audience loyalty levels for your brand and how they might be changing over time. It divides your audience into four segments:
- Top Tier: customers who recently placed purchases, spend the most compared to the rest of your audience, or buy frequently from your brand
- Promising: customers who purchased recently, buy occasionally, and spend above average
- At Risk: customers who haven’t purchased recently or frequently, or have varied spend
- Hibernating: customers who haven’t purchased in a long time, or purchase infrequently
For instance, maybe within the last week, your brand attracted 80 new customers who placed 90 orders, resulting in $3,500 in sales. The Customer Loyalty Analytics dashboard can show you this, and also tell you that an additional 45,000 people recently showed interest in your products, but have not yet placed a purchase. In this case, the dashboard might provide recommended ways for engaging these potential customers, such as with a promo code.
Here’s another example: under Repeat Customers, you might see that in the past week, you had 43 repeat customers, down 18% from the week before. However, the repeat purchase rate is 5% higher than it was last week. What’s going on? Do some detective work and use this data as a starting point for discovering audience trends you might be able to capitalize on.
Build your business with Amazon Brand Analytics
Without data, it can be tough to make sound decisions and improve sales. Instead of operating in the dark and basing your strategy on a guessing game, use Brand Analytics to study customer behavior, grow your brand’s visibility, and boost revenue.
In addition to Brand Analytics, Amazon Brand Registry gives you access to tools and benefits that can help you establish yourself in ecommerce and scale. Learn more about building your brand.