All You Need to Know About Amazon Brand Analytics

Selling on Amazon is a way of life for an awful lot of business owners nowadays. Once, bricks and mortar stores were the sign that you’d made it and started to become a real business. Now, success is often decided by how well you and your product launches perform on the online platform of the world’s biggest business.

With this proving so crucial to the longevity and health of so many businesses, being able to track how you are performing in the form of analytics is useful. As part of their package that also includes top amazon inventory software, thankfully – they are famous for their convenience after all – Amazon provides a platform where all the data you need can be found.

Amazon Brand Analytics (ABA) is like an automated answering machine in that it uses very little of your input yet delivers very effective results. It gives valuable insights and provides you with a lot of hidden data to feed into reviews and planning alike. It also happens to show a general overview of keywords and such that are performing best at any given time, allowing you to move your budget to meet these hot topics.

In this article, we’ll take a look at what Amazon Brand Analytics is, how it works, and the benefits of using it.

What Is Amazon Brand Analytics?

So, what exactly is Amazon Brand Analytics? Simply put, it’s a tool that the website has been running for a few years.

Amazon Brand Analytics provides marketplace sellers with anything from competitor insights, shopping behaviors, and purchasing patterns to keyword analysis and prospective customer data in the hope of allowing sellers to rank higher on the platform.

It’s a tool geared toward enhancing the experience of marketplace sellers, allowing them to be better informed about how, why, where, and when it’s best to spend their money, as it relates to advertising and market positioning as well as ecommerce pricing strategies.

How Does It Work?

The question of how exactly ABA works is answered in two halves. Firstly, we’ll give you a greater understanding of how it goes about its business in terms of gathering, harvesting, and presenting data. Then we’ll explore the different features it has, how they can be found, and why they’re useful. 

So, first up, how does Amazon Brand Analytics work?

It captures information about the website’s traffic. Its program is constantly running, reviewing the inputs and results of millions, if not billions, of engagements, transactions, and general behavior on the site.

Once it has all this information at its disposal, the site segregates it into useful categories. Then the information is ready to present to users with access to ABA – these are mostly marketplace owners, but this pool can expand as and when these users decide to share with others in the company. 

Think about it as though you’re using video conferencing software for businesses. Being in charge of the call – the login, in the ABA instance – gives you control over who sees these valuable insights and who doesn’t.

Having said all that, the interesting part – and, in all likelihood, the reason that you’re reading this article – is how it works for the user themselves. So, let’s first take a look at the useful features of the platform. 

To begin with, there’s the search term reporting. This shows brand owners how, and at what rate, customers are searching for their products and those of their rivals. It indicates the success of these terms on conversion and quantity lines. From a marketing standpoint, this provides an insight both into what is currently successful about a brand and what is proving less successful.

Another key feature of Amazon Brand Analytics is its Market Basket Analytics. This allows users to see which products – in combination with your own – are being brought at the same time by customers. 

This helps those tasked with overseeing product positioning, as if the combined basket is complimentary both in function and in the price bracket, you can be confident that your intended positioning is working. However, if these features are out of balance, it may be highlighting the fact that you’re positioned incorrectly and viewed as an equivalent to the wrong items.

Finally, ABA offers users insight into the demographics of their customers. It is split along lines including but not limited to age, income, gender, marital status, and level of education. This also builds up a greater picture of who your brand is talking to and who it’s turning away. 

Identifying potential new audiences for marketers to focus on and affirming how successful your current positioning has been against your goals can prove vital in making future decisions on marketing and advertising campaigns.

What Are the Benefits?

Having outlined some of the benefits of specific elements of Amazon Brand Analytics above, let’s dig a little deeper into the upsides that it can provide for your enterprise. If you were the owner of several call centers, you’d want to know the upsides before turning them into virtual call centers, and if you’re a seller on Amazon, you’ll want to know the benefits of ABA. Well, before you decide to act on the information from ABA, it’s best to learn what benefits it should bring to your enterprise.

For a start, it’s an insight that is completely intuitive. It’s no wonder that Amazon has taken over the world. The service, from a customer perspective, is almost too efficient for its own good. It’s like those immensely successful product-feed driven text ads that have you buying something long before you’ve even realized what you’re doing. The ease with which you can browse, buy, and receive items is something that few could have imagined in the early days of the internet. 

This attitude has extended to its seller experience too. Even the least technological user can log on to the analytics platform and find exactly what it is they’re looking for. The sequencing of filters and the speed at which results are delivered makes it a satisfying experience for anyone who uses it.

Another benefit of Amazon Brand Analytics is that it’s completely free. Normally, on online marketplaces, functionality like this comes with an increased cost – certainly software as far-reaching as this. Yet, on this site, there’s no extra charge. Most likely, this is because Amazon would hope these insights lead to greater investment from a business anyway, as users look to capitalize on this data. Nonetheless, it is a perk that makes exploring ABA a lot less risky.

Outside of its user-friendliness and the aforementioned insights that give you greater insight into consumer behavior, it is also a platform that gives you a better understanding of your products. 

By giving exacting keyword insights – not only along product lines but adjectives like “best,” “most durable,” and “value” – you’re able to get a greater grasp on perception. This matters so much more in a marketplace where customers can’t interact with your product, so having this data provided to you is beneficial.

Eligibility

It does need to be stated that not everyone will be able to make use of these amazing benefits. Opening this up to everyone who has a login to the marketplace could be problematic, especially if an employee of a seller leaves on bad terms. 

The eligibility criteria aren’t complicated, but if you think there is an issue – i.e., you should have access to the platform but don’t – then you can always contact support who can confirm your eligibility either way. 

If you’re a 3P seller who’s enrolled in Amazon Brand Registry, then all should be well, and you should have access to a tool that can help you get higher than average ecommerce conversion rates. It’s then about who you let have that login and access the data. Being mindful of this is a good security measure that can prevent any unnecessary disruption.

Conclusion

In this article, we’ve taken a look at Amazon Brand Analytics. We’ve introduced you to both what they are and how they operate, paying particular attention to how they can help you with your marketing and product positioning efforts. We’ve also outlined some of the benefits they can deliver and mentioned what you need to be eligible.

Amazon’s marketplace is the world’s biggest for a good reason. It provides convenience and clarity to millions of customers and business owners who use it as part of their everyday lives, which has also seen it become one of the world’s best selling apps. As it has continued to grow, the increase in revenue it accumulates from advertising has also taken off. 

Viewing this as an avenue through which it can achieve even loftier heights, Amazon focused its efforts on a tool that can make the acquisition of advertising capital a lot easier and more valuable. By granting the insights outlined in this article to its marketplace users, it provides benefit to them while shoring up its advertising income. Very rarely are there “benefit all” solutions in business, but it seems like this is one of them.

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About the Author:

Jessica Day is the Senior Director for Marketing Strategy at Dialpad, a modern business enterprise communications platform with cloud PBX services that takes every kind of conversation to the next level—turning conversations into opportunities. Jessica is an expert in collaborating with multifunctional teams to execute and optimize marketing efforts, for both company and client campaigns. Here is her LinkedIn.