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  • Writer's pictureBrian Cummings

How To Use Amazon Brand Analytics Reports

Updated: Nov 1, 2023


If you are an Amazon seller, you know how important it is to have access to data and insights that can help you make informed decisions about your business. That's where Amazon Brand Analytics Reports come in. These reports provide valuable information about your customers' behavior and preferences, allowing you to optimize your listings, improve your marketing strategies, and increase your sales.


With Amazon Brand Analytics Reports, you can access a variety of data points, including search terms, conversion rates, and customer demographics. This information can help you identify trends and patterns in your customers' behavior, allowing you to make data-driven decisions about your product offerings, pricing, and marketing strategies. For example, if you notice that a particular search term is driving a lot of traffic to your listing but not resulting in many sales, you may want to consider optimizing your listing to better target that keyword.


Overall, Amazon Brand Analytics Reports are an invaluable tool for any Amazon seller who wants to grow their business and improve their bottom line. By leveraging the insights provided by these reports, you can make informed decisions about your business and stay ahead of the competition.



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Understanding Amazon Brand Analytics Reports

If you are a brand owner selling on Amazon, you have access to a powerful tool called Amazon Brand Analytics. This tool provides you with a collection of reports and metrics to help you make data-driven decisions to increase sales and customer loyalty. In this section, we will help you understand the basics of Amazon Brand Analytics Reports.


What are Amazon Brand Analytics Reports?

Amazon Brand Analytics Reports are a set of reports that provide you with insights into your customers, your products, and your competitors on Amazon. These reports are available to registered brands selling in the Amazon store on Seller Central.


What kind of data do Amazon Brand Analytics Reports provide?

Amazon Brand Analytics Reports provide a wide range of data and metrics. Some of the key metrics that you will find in these reports include:

  • Search terms: The search terms that customers use to find your products on Amazon.

  • Item comparison and alternate purchase behavior: The products that customers compare with your products and the products they buy instead of yours.

  • Demographics: The age, gender, and location of your customers.

  • Top ASINs: The top ASINs that customers view and buy after viewing your products.

  • Market basket analysis: The products that customers buy together with your products.

How can you use Amazon Brand Analytics Reports?

Amazon Brand Analytics Reports can help you make data-driven decisions to increase sales and customer loyalty. Here are some ways you can use these reports:

  • Optimize your product listings: Use search term reports to optimize your product titles, descriptions, and keywords to improve your product visibility.

  • Improve your product selection: Use top ASIN reports to identify popular products and trends, and expand your product selection accordingly.

  • Analyze your competition: Use competitor reports to analyze your competitors' products, pricing, and promotions, and adjust your strategy accordingly.

  • Understand your customers: Use demographic reports to understand your customers' age, gender, and location, and tailor your marketing and advertising campaigns accordingly.

In conclusion, Amazon Brand Analytics Reports are a powerful tool that can help you gain valuable insights into your customers, your products, and your competitors on Amazon. By using these reports, you can make data-driven decisions to increase sales and customer loyalty.


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Key Features of Amazon Brand Analytics Reports

Amazon Brand Analytics Reports provide valuable insights to help brand owners make informed, strategic decisions about their product portfolio and marketing/advertising activities. Here are some of the key features of Amazon Brand Analytics Reports:


Demographics Report

The Demographics Report provides information about the age, gender, marital status, education, and household income of Amazon customers who have viewed or purchased your products. This report can help you better understand your target audience and tailor your marketing efforts accordingly.


Item Comparison Report

The Item Comparison Report allows you to compare your products with other products on Amazon based on ASINs or product categories. This report can help you identify areas where your products may be falling short compared to your competitors and make necessary improvements.


Market Basket Report

The Market Basket Report provides information about the products customers have purchased together in the same order. This report can help you identify which products are frequently purchased together and create bundles or promotions to increase sales.


Alternate Purchase Behavior Report

The Alternate Purchase Behavior Report shows which products customers purchased instead of your products. This report can help you identify areas where your products are losing out to competitors and make necessary improvements.


Repeat Purchase Behavior Report

The Repeat Purchase Behavior Report provides information about how often customers repurchase your products. This report can help you identify areas where customers are loyal and areas where you may need to improve product quality or customer service to increase repeat purchases.


Amazon Search Terms Report

The Amazon Search Terms Report provides information about the keywords customers are using to find your products on Amazon. This report can help you optimize your product listings and advertising campaigns to increase visibility and sales.


Search Catalog Performance Dashboard

The Search Catalog Performance Dashboard provides an overview of your product's search performance on Amazon. This dashboard includes metrics such as search frequency rank, click-through rate, and conversion rate. This dashboard can help you monitor and improve your product's search performance.


Dashboard and Performance Metrics

The Dashboard and Performance Metrics provide an overview of your brand's performance on Amazon. This includes metrics such as sales, traffic, and conversion rates. This information can help you identify areas of strength and weakness and make necessary improvements.


Eligibility Criteria for Amazon Brand Analytics

To be eligible for Amazon Brand Analytics, you must be a brand owner enrolled in the Amazon Brand Registry program and have an active registered trademark. This ensures that only brand owners have access to this valuable information.


Overall, Amazon Brand Analytics Reports provide valuable insights to help brand owners grow their sales and visibility on Amazon. By using these reports to better understand customer demographics, market basket analysis, alternate purchase behavior, and search performance, brand owners can make informed decisions to take their brand to the next level.


Leveraging Analytics for Strategic Decisions

Amazon Brand Analytics Reports provide you with the necessary insights to make strategic decisions for your brand. By analyzing the data generated by the reports, you can identify opportunities for growth and success, and improve the overall performance of your brand.


One of the key advantages of using Amazon Brand Analytics Reports is that you can gain valuable insights into your customers' purchase behavior and browsing patterns. This information can help you identify which products are performing well, and which ones may need improvement. By analyzing the search terms report, you can identify which keywords your customers are using to find your products. This can help you optimize your product listings and increase your visibility on Amazon.


Another important report is the item comparison report. This report shows you how your products compare to similar products on Amazon. By analyzing this report, you can identify areas where your products may be falling short and make the necessary improvements to increase your sales.

You can also use the demographic report to gain insights into the age, gender, and location of your customers. This information can help you tailor your marketing efforts to better target your audience and increase your conversions.


In addition to these reports, Amazon Brand Analytics also provides you with insights into your competitors. By analyzing the market basket report, you can identify which products your customers are buying together. This can help you identify potential cross-selling opportunities and improve your overall sales.


Overall, leveraging Amazon Brand Analytics Reports can help you make strategic decisions for your brand, identify opportunities for growth and success, and improve your overall performance on Amazon.


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Incorporating Analytics into Advertising Activities


When it comes to advertising activities, incorporating analytics can help you optimize your campaigns and achieve better results. Amazon Brand Analytics Reports provide valuable insights that can help you understand how shoppers interact with and buy from your brand on Amazon. Here are some ways you can incorporate analytics into your advertising activities:


1. Use performance metrics to optimize your campaigns

Amazon Brand Analytics Reports provide various performance metrics, including ad clicks, sales, advertising cost of sales (ACOS), and new-to-brand metrics. These metrics can help you track the performance of your campaigns and optimize them accordingly. For example, you can adjust your bids or targeting to improve your ACOS or increase your new-to-brand purchases.


2. Analyze search terms to improve your SEO and PPC efforts

The Amazon Search Term Report in Brand Analytics provides insights into the search terms that shoppers use to find your products on Amazon. Analyzing these search terms can help you identify high-performing keywords that you can incorporate into your SEO and PPC efforts. You can also identify low-performing keywords that you can exclude from your campaigns to save on ad spend.


3. Understand customer behavior to improve your product offerings

Amazon Brand Analytics Reports provide insights into customer behavior, such as the products they view, add to cart, and purchase. Analyzing this data can help you understand customer preferences and identify opportunities for improving your product offerings. For example, you can identify popular product categories or features that you can incorporate into your product development roadmap.


4. Leverage attribution insights to measure the impact of your campaigns

Amazon Attribution is a measurement and analytics solution that can help you understand how your non-Amazon advertising channels impact sales on Amazon. By incorporating Amazon Attribution data into your Brand Analytics Reports, you can measure the impact of your campaigns across multiple channels and optimize your advertising mix accordingly.


Incorporating analytics into your advertising activities can help you make data-driven decisions and achieve better results. Amazon Brand Analytics Reports provide valuable insights that can help you optimize your campaigns, improve your product offerings, and measure the impact of your advertising activities.


Understanding Customer Behavior

One of the most valuable aspects of Amazon Brand Analytics reports is the ability to gain insights into customer behavior. By understanding how your customers interact with your products and brand, you can make data-driven decisions to improve your Amazon presence and increase conversions.


Amazon Brand Analytics provides a variety of reports that can help you understand your audience. The Demographics report, for example, shows you the age and gender breakdown of your customers, as well as their education level and household income. This information can help you tailor your marketing efforts to better reach your target audience.


Another useful report is the Search Terms report, which shows you the search terms that customers are using to find your products. By analyzing this data, you can optimize your product listings with relevant keywords and phrases to improve visibility and attract more customers.


The Item Comparison and Alternate Purchase reports can also provide valuable insights into customer behavior. The Item Comparison report shows you which products customers are comparing to yours, while the Alternate Purchase report shows you which products customers are buying instead of yours. By analyzing this data, you can identify areas for improvement in your product offerings and make changes to better meet customer needs.


Overall, understanding customer behavior is key to success on Amazon. By utilizing the insights provided by Amazon Brand Analytics reports, you can make data-driven decisions to improve your Amazon presence and increase conversions.


Benefits for Businesses and Vendors

Amazon Brand Analytics provides businesses and vendors with a wealth of information that can help them make more informed decisions. Here are some of the benefits of using Amazon Brand Analytics:


1. Better Understand Your Customers

One of the most significant benefits of Amazon Brand Analytics is that it allows you to better understand your customers. With this tool, you can access detailed information about your customers, such as their demographics, shopping behavior, and interests. This information can help you create more targeted marketing campaigns and product listings that better meet the needs of your customers.


2. Identify Trends and Opportunities

Amazon Brand Analytics also allows you to identify trends and opportunities in the market. By analyzing data on product sales and customer behavior, you can identify which products are performing well and which ones are not. You can also identify emerging trends and adjust your product offerings accordingly.


3. Optimize Your Product Listings

Amazon Brand Analytics provides you with insights into how customers are interacting with your product listings. You can see which keywords customers are using to search for your products, which product features are most important to them, and how your product compares to similar products in the market. This information can help you optimize your product listings to improve visibility and sales.


4. Monitor Your Competitors

Amazon Brand Analytics also allows you to monitor your competitors. You can see how your competitors' products are performing, which keywords they are targeting, and how they are pricing their products. This information can help you adjust your own product offerings and pricing strategy to stay competitive in the market.


5. Make Data-Driven Decisions

Finally, Amazon Brand Analytics allows you to make data-driven decisions. By analyzing data on customer behavior, product sales, and market trends, you can make informed decisions about product development, marketing campaigns, and pricing strategy. This can help you grow your business and increase your profits over time.


Overall, Amazon Brand Analytics is a powerful tool that can help businesses and vendors succeed in the competitive world of ecommerce. By providing detailed insights into customer behavior, market trends, and competitor activity, this tool can help you make more informed decisions and grow your business over time.


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Frequently Asked Questions


What is brand analytics in Amazon?

Amazon Brand Analytics provides a dashboard tailored for e-commerce brand proprietors. It offers an array of reports that help decipher both present and prospective product performance, combined customer demographics, frequently used search terms, promotional avenues, and beyond.


How do I access Amazon Brand Analytics?

To access Amazon Brand Analytics, you must enroll your brand in Amazon Brand Registry. Once enrolled, you can access Brand Analytics by logging into your Amazon Seller Central account and navigating to the "Reports" section. From there, select "Brand Analytics" to access the reports.


What kind of information can I find in Amazon Brand Analytics Reports?

Amazon Brand Analytics Reports provide valuable insights into customer behavior and purchasing habits. You can find information such as customer demographics, search terms used to find your products, and alternate product purchase behavior. You can also see how your product compares to similar products in your category.


How often are Amazon Brand Analytics Reports updated?

Amazon Brand Analytics Reports are updated daily, providing you with the most up-to-date information possible. This allows you to make informed decisions about your products and sales strategy.


Can I download Amazon Brand Analytics Reports?

Yes, you can download Amazon Brand Analytics Reports in CSV or Excel format. This allows you to further analyze the data and create custom reports.


What are some examples of insights I can gain from Amazon Brand Analytics Reports?

Some examples of insights you can gain from Amazon Brand Analytics Reports include identifying popular search terms used to find your products, understanding customer demographics, and seeing which products customers frequently purchase in addition to yours.


How do I get access to Amazon Brand Analytics as an Amazon Seller Central user?

To get access to Amazon Brand Analytics as an Amazon Seller Central user, you must first enroll your brand in Amazon Brand Registry. Once enrolled, you can access Brand Analytics by logging into your Amazon Seller Central account and navigating to the "Reports" section. From there, select "Brand Analytics" to access the reports.


Where can I find brand analytics on Amazon?

To begin using Amazon Brand Analytics, log into your Amazon Seller Central or Amazon Vendor Central account, navigate to "Reports" in the main menu, and choose "Brand Analytics" from the dropdown.


What are the benefits of Amazon brand analytics?

Amazon Brand Analytics offers Amazon merchants significant insights into their brand. By examining customer search patterns, purchase habits, and commonly paired ASINs, sellers can refine product listings and marketing tactics, thereby boosting sales and enhancing brand prominence.


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