How to Leverage Amazon FBA Brand Analytics

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Amazon used to be a marketplace where small-time online entrepreneurs sell their products. But today, even some of the huge electronics and clothing brands are marketing their products on Amazon. This is why Amazon launched a new tool called Brand Analytics.

Why You Should Take Advantage of this New Amazon Seller Central Feature

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Amazon Brand Analytics (ABA) is a reporting tool that’s available to registered brand owners. You have to enroll your brand in ABR (Amazon Brand Registry) to gain access this wonderful tool.  Once you’re registered, you can log in to your seller central account and click on the reports tab. The data in brand analytics refreshes every hour.

Although it’s still at its early stage, Amazon brand analytics is already revolutionary. It contains important and high value information that empowers brand owners to make wise, strategic, and clever marketing, production, and product development decisions. It helps entrepreneurs stay one step ahead of their competitors.

Best part is, it’s also free. ABA gives you access to data points that are previously available to business owners who pay $30,000 Amazon Retail Analytics (ARA) subscription a year. So, why not take advantage of it?


What Can You Find in Amazon Analytics?

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Brand analytics gives you access to a wide array of information, including the most popular keywords in your niche and how popular they are compared to the other related search terms. It also allows you to identify your biggest competitors.

As of April 2019, you could find three reports in ABA, including:

1. The Secret SEO Weapon: Search Terms Report

This report was the only available report when ABA was launched in the first quarter of 2019. This report is extremely valuable because it shows business owners which words their customers use to find their products on Amazon.

The Search Terms Report (STR) is also useful because it helps you determine which keywords to invest in when you run your ads on Amazon.

The STR includes the following metrics:


  • Search Terms

These are keywords that are popular in your niche. Let’s say that you’re selling women’s shoes. If you type that phrase on the search term bar, you’ll find that keywords like “women’s boots”, “ladies’ footwear”, and “dress shoes” are popular in your niche, too.  This information is important because it helps you determine which keywords to focus when you’re creating your Amazon PPC ads or doing a little SEO (search engine optimization) work on your product description.

These are keywords that are popular in your niche. Let’s say that you’re selling women’s shoes. If you type that phrase on the search term bar, you’ll find that keywords like “women’s boots”, “ladies’ footwear”, and “dress shoes” are popular in your niche, too.

This information is important because it helps you determine which keywords to focus when you’re creating your Amazon PPC ads or doing a little SEO (search engine optimization) work on your product description.


  • Search Frequency Rank

This part of the report shows the popularity of a keyword compared to other popular search terms in the niche.

This part of the report shows the popularity of a keyword compared to other popular search terms in the niche.

It should look like this:

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Let’s say that you own a semi-formal dress brand. If you look at the data above, you’ll see that most of your customers use the keyword “cocktail dress” to look for products that are similar to yours on Amazon.

So, what can you do with this data? Well, you can use the keyword “cocktail dress” as your focus keyword when you’re running your Amazon PPC ads. You can also strategically place these words in your product description.  So, when potential customers type the keyword on the Amazon search engine they’ll see your product first.


  • Clicked ASIN

Now this is where things get more interesting. ABA shows the top #3 most clicked ASINs for every keyword.

Now this is where things get more interesting. ABA shows the top #3 most clicked ASINs for every keyword.

The Clicked ASIN metric allows you to see which product customers click after typing a keyword.

Let’s just say that you’re selling backpacks for mountaineers. The most used search term in your niche is “hiking backpack”. The report shows that the following products have the most clicks:

It’s quite obvious that customers prefer Osprey and they’re generally looking for 40 liter backpacks.

It’s quite obvious that customers prefer Osprey and they’re generally looking for 40 liter backpacks.

So, what can you do with this information? Well, you can use this in creating your marketing and product development strategy.  You can produce more 40L backpacks to cater to customer demand. You can also study Osprey’s and the North Face’s products and marketing strategy. You can learn a thing or two from that.


  • Click Share

Click share is the percentage form of the number of times a customer clicked on a particular product after typing a certain keyword.

Click share is the percentage form of the number of times a customer clicked on a particular product after typing a certain keyword.

The search term report makes the Amazon brand analytics a great keyword research tool. It helps you determine which keywords to invest in and focus on. It helps you create a solid marketing strategy that maximizes your profits and revenue.


2. Demographics Report: A Tool That Can Help You Hit Your Brand Metrics.

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As previously mentioned, ABA only generates one report when it was launched in early 2019. But after a few months, ABA started to generate two other reports.

The Demographics Report shows you the age, gender, marital status, and education of your customers.

This report is extremely useful, especially when you’re trying to hit important brand and business metrics.  Knowing your customers closely can help you create products that they would like. It can also help you write product descriptions that appeal to your potential customers’ heart.

For example, if you are targeting young professionals, you can write your product descriptions using a tone that they could easily identify with. You can use words that convey energy, passion, and enthusiasm. If you’re targeting tech nerds, you can use jargon and technical terms. This could impress them.

Knowing your customer demographics by heart can help you make wise and strategic business and marketing decisions. This can help you increase important KPIs, such as brand awareness, brand resonance, market share, and brand advocacy.   



3. Item Comparison Report

This report shows the top 5 most viewed products in your niche so it helps you identify who your biggest competitors. This helps you create a comprehensive competitive analysis, which is essential in building a clever brand strategy.

How to Use Amazon Brand Analytics to Improve Your Brand Equity

How the potential customers perceive your products can make or break your business. This is the reason why you should invest time and effort to increase your brand value and equity. You have to make your potential customers see how your product can bring value to their lives.

Here’s how you can use Amazon Brand Analytics to increase brand awareness, create a positive perception of your brand, and widen your reach:

1. Do SEO work on your product description to increase product reach and brand awareness.

ABA helps you identify the top keywords that your potential customers use to find your product online. You can strategically place these keywords in your Ads and product description to widen your reach and eventually, increase your sales and profit.

Go to ABA in seller central and look for the most popular search terms in your line of business. Place these terms in your product description title and in your content. This will make it easier for the Amazon search engine to index your product description page.

But, keep in mind that SEO is not just about inserting keywords to your content. To create an SEO-friendly product description page and increase your reach, you must follow these tips:

  • Use a writing style that your target market can easily understand. Avoid using jargon unless you are targeting techies and gadget geeks.

  • Keep your paragraphs and sentences short.

  • Be informative and write a unique content.

  • Be honest. Do not include false claims.

An effective SEO strategy can increase your product description page traffic and can potentially double your current sales numbers.

2. Use “click share” and “item comparison report” to steal some of your competitors’ market share.

The click share metric helps you understand your customers’ preferences. It helps you identify what your customers are looking for.  

Let’s say that you are selling blankets, and you found out that the most clicked item in your niche is Zonli Weighted Blanket. This means that customers are looking for blankets that can help them relax.

You can use this information to increase your brand value. You can make improvements on your product and market it as an “anti-stress” blanket. This can significantly increase your market base. This can eventually increase your sales and profit.

3. Use the demographics report to have a deep understanding of who your customers are.

A deep understanding of your customer demographics can give you a competitive advantage. Let’s face it, not all customers are the same. Let’s just say that you’re selling blankets. If your customers are middle-aged women, you probably have to add a floral line. But, if your buyers are mostly millennials (Gen Y), you might want to invest in developing a travel blanket line. This age group loves to travel, go camping, or go on road trips.


Final Thoughts: ABA is Valuable in Brand Strategy Development

Amazon brand analytics is still in its early stage, but it’s already awesome. It is a valuable tool that businesses can use in developing a foolproof and effective brand and business strategy. It does not only help you understand your niche, it’s a good tool that you can use to outthink your competitors and increase your market share.

Amazon brand analytics is still in its early stage, but it’s already awesome. It is a valuable tool that businesses can use in developing a foolproof and effective brand and business strategy. It does not only help you understand your niche, it’s a good tool that you can use to outthink your competitors and increase your market share.