Amazon Brand Analytics is a tool for advertisers that are searching for ways to optimize their performance. Today’s blog post will explain just how the tool works, and how it could be useful to your business.
Amazon Brand Analytics can be accessed in Seller Central, a business hub for sellers on Amazon. With it, users can review customer data using a variety of different dashboards.
Customer Loyalty Analytics: This dashboard divides your audience into four segments. Top Tier customers are those who have recently placed purchases, make frequent purchases, or spend the most money. Promising audiences spend or purchase an above-average amount, and have also purchased recently. At Risk customers are those who haven’t purchased as frequently/recently, or have varied in their spending habits. Finally, Hibernating audiences are the most infrequent purchasers, or those who have not recently purchased.
Demographics: This dashboard displays aggregate customer demographic data. With this dashboard, you can see age, education, income, gender, and marital status.
Market Basket Analysis: With this dashboard, you can determine which products are your most popular by viewing the top three products that your customers purchase.
Repeat Purchase Behavior: See how often customers are making repeat-purchases on certain products with this dashboard. You can also see the number of repeat customers that you have, and the percentage of repeat-buyers out of all those who have placed orders.
Search Catalog Performance: This performance dashboard lets you see impressions of your brand’s products, clicks, click-through rates, purchases, and more, allowing you to better understand how customers are seeing and engaging with your products before making a purchase.
Search Query Performance: See the top queries that led people to your products, along with metrics like impressions and sales for each query. This dashboard also helps you to understand how your brand is doing compared to overall performance on Amazon.
Interested in using Amazon Brand Analytics? To use it, you’ll need to enroll your brand in Amazon Brand Registry, which is a free program that helps business owners manage listings and grow their brand. Enrollment allows you to activate Amazon Brand Analytics and other “brand-building” tools in Seller Central.
You’ll also need a Professional selling account, which you can learn more about here.
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