Amazon have released Brand Analytics in Seller Central in the US. This is a feature that contains valuable insights to empower Brand Owners to make informed, strategic decisions about their product portfolio and marketing/advertising activities. Previously it was only available to Amazon Vendors with pricing starting at $30k but now Amazon Brand Analytics are available to in seller Central to Brand Owners who have successfully registered with the Brand Registry.
You can find Brand Analytics under the Reports tab in Seller Central. The reports listed below are available to Brand Owners. Click on each link to learn more about the data provided in each report. Data is generally available in Brand Analytics within 72 hours of the close of a given period.
Amazon Brand Analytics Search Terms report
The Amazon Search Terms report shows Brand Owners how customers are finding their products and their competitors’ products on Amazon, including each product’s relative search popularity, click share, and conversion share.
- The most popular search terms on Amazon during a given time period.
- Each term’s search frequency rank.
- The top three products that customers clicked on after searching that term.
- The top three product’s click share and conversion share.
Brand Owners can look up a specific term to see the products that Amazon customers are clicking on after searching for that term, or they can search for a specific product to find out which terms are driving Amazon customers to click on that product.
What is search frequency rank?
Search frequency rank is the numeric rank of a specific search term’s popularity when compared to all other search terms during a given time period.
What is click share?
Click share is a percentage determined by the number of times Amazon customers clicked on a particular product after searching for a given term, divided by the total number of times Amazon customers clicked on any product after searching for that term.
What is conversion share?
Similar to click share, conversion share is a percentage determined by the number of times Amazon customers bought a particular product after searching for a given term, divided by the total number of times Amazon customers bought any product after searching for that term. Click share and conversion share are independent of one another, and conversion share can be higher than click share.