Amazon brand analytics (ABA)
Amazon, often called the "universe of online shopping," stands as the unrivaled titan of ecommerce. It's the digital frontier with over 1.5 million active sellers worldwide and a market share that eclipses 45% of all online sales. With such a massive consumer base and an expansive seller network, it's no wonder that the Amazon marketplace has become a playground for both established brands and emerging sellers looking to thrive in the digital space.
Achieving success on Amazon involves more than just adding products and hoping for sales. That's where Amazon brand analytics (ABA) comes into the picture to provide powerful insights into your product performance and the current market. In this post, we’ll simplify Amazon brand analytics, breaking it down into easy-to-understand parts so that you can fully grasp its power and use it effectively.
What is Amazon brand analytics?
Launched in 2019, Amazon brand analytics (ABA) is a powerful tool offered by Amazon to help sellers and brands gain valuable insights into their products' performance on the platform. It provides a wealth of data, including:
- Customer demographics: Insights into the age, gender, and location of your customers.
- Search terms: The keywords shoppers use to find products, helping with SEO.
- Repeat purchase behavior: Information on the frequency of repeat purchases and products.
- Market basket analysis: Identifying the products commonly purchased together.
- Catalog and query performance: Data on product performance and customer queries that help in brand engagement.
ABA enables sellers to understand their audience better, optimize product listings, and make informed decisions to improve their sales strategies. This tool can uncover trends, measure your products' competitiveness, and fine-tune your marketing efforts. ABA is a crucial resource for anyone looking to succeed on Amazon and establish a strong presence in the world of ecommerce,
Accessing ABA: Who can use and how to use?
To access brand analytics, you must, Be a brand owner Be a member of Amazon’s brand registry program Have a registered trademark of your brand Have an active seller or vendor account on Amazon
ABA is accessible to all 3P sellers enrolled in the brand registry program.
- Note: If you don’t have access to this tool, it simply means you don’t meet the requirements of the brand registry program.
To access these reports, follow the 3-step process below:
- Log in to Seller Central: Sign in to your Amazon Seller Central account to access ABA.
- Navigate to Reports: Go to the 'Reports' section and find 'Brand Analytics' to explore the various data reports.
- Utilize the insights: Dive into ABA reports to gain customer and product insights, optimize your listings, and improve your overall Amazon selling strategy.
What are the key reports generated by ABA?
Amazon brand analytics (ABA) offers valuable reports that empower sellers with comprehensive data. Let's explore these reports and understand their significance:
Market basket analysis (MBA): MBA reveals products that customers frequently purchase together. For instance, Amazon's ABA identified that customers buying Apple AirPods also commonly purchased protective cases and wireless chargers. Sellers can use this insight to bundle products or cross-promote related items. The MBA report typically provides metrics for the top purchase combinations, which include the following:
- Combination %: Indicates how often these product combinations are purchased together.
- Revenue contribution: Calculates the revenue share of each product within combinations, allowing for the prioritization of high-performing products.
- Support count: Represents the frequency of two products being purchased together, indicating the intensity of their correlation.
- Lift score: Indicates the chances of two products being bought together randomly. A score above 1 suggests a positive correlation, while a score below 1 indicates a negative correlation.
Demographics report: This report breaks down the demographics of customers who engage with your products. A real-world example is Coca-Cola, which might discover that its beverages appeal more to younger consumers in urban areas, leading to targeted marketing efforts.
- Age and gender breakdown: Indicates the age and gender distribution of your customers.
- Location data: Insights into where your customers are located.
- Other data: Apart from key demographic details, this report also tells you about the household income of your customer, their education level, and marital status.
This report answers your key sales questions on unique customers, ordered units, and ordered product sales.
- How many distinct customers have interacted with your brand or products?
- What is the demographic distribution (age, gender) among our unique customers?
- How many units of your products have been ordered in total?
- Are there specific demographics (age, gender, location) that tend to order more units of our products?
- What is the total sales revenue generated from ordered products across demographics?
Search terms report: Amazon ranks second in the US for search revenue. So, it is important to crack the search term strategy to excel on Amazon. This report includes crucial insights into customer behavior, such as:
- Search terms: Reveals the search terms customers use to discover products on the platform.
- Click rank: Indicates how frequently your product is displayed in search results.
- Search frequency: Indicates how often specific search terms are used by customers.
- Conversion share: Reveals the percentage of clicks that resulted in a purchase for a particular search term.
The report also shows us the top three products, categories, and brands that performed best when a specific search term was used.
Repeat purchase behavior report: This report offers valuable insights into customer retention and recurrent buying trends categorized by ASIN or brand. It furnishes a detailed breakdown of your one-time and recurring purchases across revenue, order count, and customer count levels. It grants access to the following order-related information:
- Orders: Conveys the total count of orders, encompassing both initial and repeat purchases.
- Unique customers: Discloses the aggregate number of distinct customers, including first-time buyers and repeat customers.
- Repeat customer percentage: Derived from the total unique customer count, this metric showcases the proportion of repeat customers.
- Revenue from repeat purchases: Reveals the proportion of revenue generated by repeat purchases.
Search catalog and query performance report: Catalog report provides an in-depth analysis of how your products perform throughout the search shopping process. This report enables you to make side-by-side comparisons, pinpointing ASINs that might be underperforming and in need of a strategic reassessment. This data is particularly valuable when you have multiple products within the same niche, helping you fine-tune your approach to boost sales and visibility.
The query performance report displays the top 1000 customer queries that direct them to your brand, offering a comprehensive view of each query's performance throughout the shopping journey.
So, there you have it. Amazon brand analytics opens the door to a treasure trove of insights and data. With everything from customer demographics to the magic of search terms, the potential for success is boundless. So, what are you waiting for? Dive in, optimize your listings, ride those market trends, and leave your competition in the dust. Amazon's vast digital shelves are waiting for your brand to shine.
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