For Amazon merchants, Amazon Brand Analytics is an extremely useful tool. By examining client search and purchase patterns, as well as commonly purchased combined ASINs, it offers insightful information about brands. You may improve your overall performance in your niche and obtain a competitive advantage by utilizing Amazon seller Brand Analytics.
What Sets Amazon Brand Analytics Apart from Amazon Brand Store Insights?
It is important to distinguish between Amazon Brand Store Insights and Amazon Brand Analytics. Within Seller Central, there are two distinct tool sets available.
Brands may obtain useful metrics and insights on their Amazon brand store performance, including page views, unique visitors, sales, and conversion rates, by utilizing Amazon Brand Store Insights. In order to enhance their overall performance on Amazon, it assists brands in optimizing the design of their store, the products they sell, and their marketing plans. To use the feature, you must have a dedicated brand store on Amazon.
Conversely, Amazon Brand Analytics gives Amazon sellers information about the search and purchase habits of their customers as well as the most popular ASINs. The performance of your store is unrelated to it. To utilize the ABA tool, in fact, you don’t even need an Amazon brand store.
Amazon Brand Analytics Is Usable by Whom?
Amazon Brand Analytics is available to any third-party private label vendor that has signed up for the Amazon Brand Registry program. Sadly, drop shippers, online arbitrage vendors, and wholesalers are not authorized to use the program. It’s not even usable by Kindle authors.
With pending trademark applications, or without a trademark, sellers can also utilize Amazon Brand Analytics. You are set to go as long as you have joined in the Amazon Brand Registry program. It is important to know about Ecommerce attribution as well.
Seller Central vs Vendor Central in Amazon Brand Analytics
Vendor Central offers a variant of the brand analytics tool called Amazon Retail Analytics, or ARA, that is available to Amazon merchants. The target audience is the primary distinction between Amazon Seller Central Brand Analytics and Amazon Retail Analytics (ARA). While ABA is intended for sellers that have joined up for Amazon’s Brand Registry program and sell independently, ARA is intended for suppliers who sell their goods directly to Amazon.
Compared to ABA, ARA offers vendors a greater range of data and analytics in the form of reports and insights to assist them maximize their performance on Amazon’s marketplace. It also includes other statistics, like the Marketing Dashboard, which provides vendors with an overview of the performance of their advertising efforts.
Several reports that are accessible via Amazon Brand Analytics (ABA) are not accessible through Amazon Retail Analytics (ARA). These reports include:
Detail Page Sales and Traffic (DPST) Report: This report helps merchants determine which goods are generating the most traffic and sales by breaking down their sales and traffic metrics per ASIN.
Product and consumer Metrics (PCM) Report: This report offers comprehensive information on traffic and sales for a vendor broken down by consumer demographics including location, gender, and age.
Operational Efficiency Reports: These documents give suppliers information about how well their operations are running, including metrics on shipping, refunds, and order fulfilment.
Financial Reports: Not available via ABA, ARA gives suppliers access to a variety of financial reports, such as payment and invoice reports.
In general, ARA and ABA offer their respective audiences useful information and insights, albeit the kinds of data and reports they provide vary depending on the use case in which they are intended.
Is Brand Analytics on Amazon Free?
Indeed, using Amazon Brand Analytics is completely free. Sellers can use the service for as long as their account and Amazon Brand Registry are current, and there is no monthly maintenance cost or signup required.
This results in better product pages and an all-around better customer experience. In the end, both Amazon’s financial line and reputation gain from this.
Lastly, the e-commerce behemoth is granted permission by the Amazon Brand Analytics Terms & Conditions to utilize the information to enhance its own marketplace and services as well as to provide customers tailored advertising. Once more, this aids Amazon in enhancing its commercial offers and increasing overall revenue.
Amazon Brand Analytics Reports
Search Catalogue Performance Report, Search Query Performance Report, Top Search Terms Report, Repeat Purchase Behaviour Report, Market Basket Analysis Report, and Demographics Report are among the six categories of analytical reports (or dashboards) that Amazon Brand Analytics provides.
You may track and examine search performance indicators for the different ASINs listed under your brand using the Search Catalogue Performance Report and the Search Query Performance Report, which are essentially search analytics dashboards.
The other four reports, on the other hand, function more like dashboards on consumer behaviour and offer you useful information about market trends and customer behaviour on Amazon. You can use these data to inform the decisions you make regarding advertising, marketing, and product development.