Amazon Brand Analytics is a tool that provides insight into your product's performance, customer search behavior, and competitors. Around 2017, Amazon employees started stealing and selling many similar reports that are now available in Amazon Brand Analytics.
One could say that Amazon Brand Analytics is, arguably, at least a partial response to this problem.
For better or worse, Amazon Brand Analytics is currently only available to Brand Registered Sellers. You access it by going to Reports -> Brand Analytics.
Amazon Brand Analytics gives you access to four primary types of reports:
Let's break each of these reports down a little bit further.
What the Amazon Search Terms Report Does: The Amazon Search Terms report is perhaps the most interesting and valuable report within Amazon Brand Analytics. The Search Term Report tells us a numerical rank of the volume of a particular search term AND what percentage of sales and clicks the top three items for that search term get. You will notice it does NOT tell us the actual search volume.
So we can see from this report that from October to December 2022 (Q4 2022) the top three search terms were Christmas Decorations, Halloween Costumes for Women and Squishmallow ( these guys killed it at Christmas if my own kids are anything to go by!)
We can also see that Ivenf Christmas decorations were the most purchased item for this search term, being purchased 2.83% of the time
You can also type in individual search terms to see how they rank. So we can see that in Q24 2022, gym accessories was the #29,232 most frequent search term. However, we can also generate some great keyword and product ideas. gym accessories for men was the #13,734 searched-for term while home gym accessories was the #50,882 most searched-for term.
You can also search for a particular ASIN and find out what their most important search terms are. For instance, for the Fitwallet we can see some of their top terms are as follows:
The ASIN report is a bit finicky and inconsistent as it's unclear how exactly Amazon is deciding which search terms to show (in our random testing of several items, many known high-volume keywords for our items were not shown).
Why It's Useful: The search term report is incredibly useful for many things:
Caveats:
What Amazon Basket Analysis Does: Amazon basket analysis allows you to see what other items are being purchased along with your items.
Why It's Useful: The Basket Analysis tool is not terribly useful if your items have relatively low sales. Amazon is relying on a lot of customers purchasing the same item along with yours to compile the data. For most items though, especially those without natural compliments, there's not enough similar buying behavior for Amazon to generate meaningful data. If you do have a high-volume product, however, it may be a good way to generate complementary product ideas.
Caveat
Here's the TLDR of what Search Analytics does and doesn't do:
What Amazon Search Analytics Does
What Amazon Search Analytics Does Not Do
Search Analytics gives you two primary features:
Query Performance is the star of the show and shows you what keywords your product is showing up for. For those who use Helium 10 or Jungle Scout, it's basically a reverse ASIN search for your product except it gives actual keyword data. I will do a deep explanation of how to use Query Performance below.
Search Catalog Performance is simply a broad overview of each individual ASIN and how many impressions/clicks it gets for all search queries.
The main area where sellers are likely to spend most of their time is under Search Query Performance and specifically the ASIN View.
Within the ASIN view, you will see what exact search terms your product is ranking for, what the search volume is for those search terms, and more. However, it will not show what your ranking is for those keywords. Let's dive through the different sections of this report. Please note, Search Analytics is constantly evolving but the overall gist of it remains the same.
The first and arguably most important part of this report is showing you what exact search queries you're showing up for and how often those search queries are performed. Many of us in the past have relied upon using a tool like Helium 10's reverse ASIN search to tell us what exact keywords we're ranking for. These tools work reasonably well but ultimately, they're relying on pure estimates to determine what keywords you're ranking for.
Now that most of the updates to the Brand Analytics dashboard have been rolled out and removed from closed Beta, they seem to be available in all accounts. Amazon is providing some training materials for navigating all of the reports in the form of some training videos which are lsited below
The next section tells you how many impressions your brand's products have gotten for a particular search query. An impression can result from any search results page. For instance, if a user views three pages of search results with each page having twenty ASINs shown, that user will have had sixty impressions.
You will also notice Amazon used the term Brand Count which accounts for the fact that a particular brand could have multiple ASINs ranking for one particular keyword.
For most queries, sellers are likely to only have one ASIN ranking for most search queries, although there will definitely be brands who have multiple products ranking for one search query (good on you!). Amazon also tells you your Brand Share of all query impressions.
The next section tells you how many clicks your brand's products got. Again, Amazon calls it Brand Count to account for multiple ASINs potentially being clicked. The Brand Share simply tells you what percentage of all clicks your ASINs accounted for.
The next section will tell you how many clicks your brand's products have gotten after a user performs a particular search query along with your Brand Share of that (i.e., what percentage of clicks your brand got). This section is very useful as you can determine where the clicks to your products are actually originating from.
Same Day Shipping Speed is a bit of a confusing column. It tells you how often a brand's products were shown as “Same Day Shipping Speed,” although it's not entirely clear if this is just your brand or all brands for that query. Regardless, it's not entirely clear how useful this metric is as Shipping Speed is out of the control of most sellers.
Finally, Purchases and Add-To-Cart tracks, as you guessed it, refer to how many times a user purchases or adds-to-cart one of your brand's products after performing the search query.
The data here is extremely valuable as it finally tells you which items are driving conversions for your items. Prepare to see the Pareto principle in action and see a small number of search queries making up the vast amount of your purchases.
Search Catalog Performance is the screen you're going to be brought to by default when you first access Search Analytics. Compared to Query Performance, this section is far less valuable.
Search Catalog Performance is going to give you a high-level overview of how many organic search query impressions your listing got over a period of time, along with the purchases, conversion rate, and a few other things.
Overall, I've failed to find a ton of value in this report for a couple of reasons. First, there seem to be a lot of inconsistencies between this report, your Business Reports, and Advertising reports. For example, when you try to add your organic sales (from Search Analytics) to your advertising sales (from your Advertising reports) for a product, the totals may either exceed your known sales for that item or fall short.
The same is true when you try to reconcile an ASIN's overall page views with Search Analytics and Advertising reports. The second reason this section is not entirely useful is that most sellers already knew their overall organic sales by taking their total sales and subtracting the advertising-attributed sales.
Amazon continues to roll out a suite of new reporting tools that are slowly chipping away at the necessity of tools like Helium 10 and Jungle Scout.
A few months ago, Amazon released Product Opportunity Explorer, which gives real sales data and search volume for search queries. With Search Analytics, sellers FINALLY get to see which queries are generating sales for their items. In my opinion, this is probably the most important marketing tool Amazon has rolled out in years.
