29 March 2023
Amazon Seller Central vs Vendor Central: Which is Better for Your Business?
TweetLinkedInShareEmailPrint If you’re considering selling your products on Amazon, you have two main o...
In the summer of 2018, Amazon quietly releases a new reporting feature called Amazon brand analytics. Amazon brand analytics is a set of reports that gives the brand owner powerful analytics insights. Personally, I was astonished at the release of the type of data in Amazon brand analytics. Because Amazon is known to keep market base data very close to their chest.
In Amazon brand analytics, there are following reports:
The above reports will be discussed further later in this article.
Some context on just how rich Amazon brand analytics data are. If I had this data over my competitors, I would have a strong material advantage over them. This data was so valuable that there was a scandal where Amazon employees leaked and sold in 2018.
Another feature that makes the Amazon brand analytic data powerful is that these data are NOT estimates; they are true Amazon data. This means that you can have full confidence in any strategic decision made using them.
However, brand analytics is only available to sellers that are brand registered. To enroll in the Amazon brand registry, the IP of your brand (ie trademark/logo) should be registered with government trademark offices in the following countries:
United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Turkey, Singapore, Spain, Netherlands, Saudi Arabia, the United Kingdom, the European Union, and the United Arab Emirates.
You can see the detail requirements from the official brand registry page here.
You can access the Brand Analytics from your Seller Central homepage. Then, on the header ➡️ Brands ➡️ “Brand Analytics”
Once you have clicked on “Brand Analytics.” The main page of brand analytics will look like below. To toggle between the different reports mentioned, you can click on the link on the left-hand side.
Do you often wonder about the following about customer search queries behavious?:
Basically, the Brand Analytics search term report can answer all the above. The Amazon Search Terms report allows the seller to see the most popular search terms in a given period. By entering a keyword into the search term field, the seller can see the following:
Details on how we can leverage this report to improve our listing and PPC campaigns later in this article.
The Repeat Purchase Behavior report shows the number of unique customer orders by ASIN. Seeing the unique customer order versus total orders gives the seller/brand owner information on repeated purchase behavior.
Based on the screenshot below, the orders do not result in too many repeat orders. You tell by the minimal difference between Orders and Unique Customers. This makes sense to me because my product is non-consumable. For sellers who sell a consumable product, this report will definitely be more of use to them.
The report also has the percentage of their customers (displayed as a percentage of total) who have had repeat purchases by:
If your product have a higher % of repeat purchases, you can enroll your product to the Subscribe & Save program. By enrolling in this program it allows for lower friction for repeat order..
The market basket report shows which products Amazon customers most frequently purchase WITH other products from your brand. This report allows sellers and brand owners to identify any cross-selling, bundling, or upsell opportunities.
The report shows the top 3 of the ASINs most frequently purchased with the ASIN in your brand catalog. This and the percentage of time each of the top 3 products was purchased with the seller/brand owner’s product. The percentage allows you to prioritize the opportunities.
This report shows the browsing and buying behaviour of the buyer that have viewed your ASIN.
The top portion of the report is the item comparison report. This report shows the list of your ASIN and Top 5 ASINs that customers have viewed before purchasing your ASIN in the first column.
On the lower portion of the screen is the alternative purchase report. This report is the opposite of the item comparison report. It shows which of your product that was view by the shopper, but the buyer ultimately purchased another brand’s product. This report also shows the Top 5 of those ASINs that were purchased over yours.
What is the key takeaway from the Item Comparison and Alternate Purchase Behavior Report?
You want your percentage to be trending high for the Item Comparison and the percentage to be trending low for the Alternative Purchase.
The demographics report shows the breakdown of the buyers by age, household income, education, gender, and marital status. This information allows the Brand Owners to assess the need for and success of targeted marketing campaigns and make product portfolio decisions based on demographics. This report is only available in the United States.
What does information not available mean?
Not all demographic information is provided, and certain demographic segments have a high percentage of “Information Not Available” buckets. At the top of the report, there is a button Include Information not Available. It allows the user to toggle the this data on and off to show the breakdown of customer demographics, both including and excluding these buckets.
To win on Amazon, you do not need to be better than everyone, just need to be better than your competitors. The factors that can determine your product relative desirability can be of the following:
If your product still doesn’t see much traction, it can be any of the above points. The hard part will be to pin down exactly why your competition has a leg up on you. This is why Amazon Brand Analytics can really help in this regard.
The Alternate Purchase Behaviour report can really come in handy. By looking at the ASINs that the customer has chosen to purchase over yours, you can get a good sense of what you need to do. See if the competitors are beating you on any of the above points.
For example, my ASIN B08B66TPVX. About 33% of the potential buyers decided to purchase ASIN B01MFC2O83 instead of my product. Knowing this information, I would look into ASIN B01MFC2O83 extensively to see if I can potentially decrease the 33.33% of the customer’s chosen ASIN B01MFC2O83 over my product.
I would also look at the #2 Purchased ASIN to #5 Purchased ASIN to see any reoccurring patterns that make my product less attractive to buyers.
The Brand Analytics report that can be really useful for your Amazon PPC campaigns is the search term report. As an Amazon advertiser, you can establish which keywords you are bidding for has more potential search volume by their search frequency rank.
In the above example, we can confirm that the search term “Travel Adapter” has a much lower search frequency rank than “Power Plug Adapter.” Confirming that “Travel Adapter” has a larger customer search base.
Therefore, the action to take is to prioritize bidding on “Travel Adapter” more aggressively if increase sales via Amazon PPC is the goal.
I also want to point out that these data are actual Amazon data and are not estimates, unlike that research data you get in Helium10 or Jungle Scout tools.
Another way to use the search term report is to search for your ASIN on the “Enter ASINs or Product” field.
The resulting search terms should be highly relevant and should be part of your Amazon PPC campaigns.
A further decision you can make on this report is how aggressive your bidding can be for a keyword. If you are looking to rank for a keyword, you might want to be more aggressive in your bid. Especially if your relative click or conversion share can be improve versus your competition.
Using the data from the search term reports, you can confirm the search terms in the search term reports are included in your listing, bullet points, and backend search term field.
We have a very comprehensive guide on Amazon listing optimization, so definitely use the brand analytics search report to optimize your listing further.
The market basket report can give you insights to cross-sell and upsell more products. The report basically seeks to answer what other products the customer purchased with your products.
Knowing this information allows you to know your potential product catalog blind spot. With this information you can:
Using the above analysis, you can leverage it with the new virtual bundle function within Seller Central. You can go to this function by going to the header ➡️ Brands ➡️ “Virtual Bundles.”
This new function allows you to create bundles (2 or more items together) in your existing product catalog. Amazon will create a completely new ASIN for this bundle listing. Unfortunately, the reviews from the ASINs inside this bundle will not be consolidated in the virtual bundle ASIN.
The above a very neat way to use the new brand analytics and virtual bundle function together.
There was a time when sellers would go to great lengths to procure this data. Now, this same data is available via Amazon Brand Analytics. By making strategic decisions using Brand Analytics the user can rest assure they are making decisions based on data that are timely and accurate.
Although brand analytics should not be the only set of data to run your Amazon operations, it should be the main source when making strategic decisions such as growing your product catalog, which keyword to go after, and other branding opportunities.
If you have questions or insights to share, please feel free to post them via the comments section. Please also consider joining our Facebook Group where we discuss any questions you may have about running an Amazon business.