Amazon Analytics: The Ultimate Guide for 2022

Amazon analytics has been around for years, but updates in the previous few years now mean it is a must-have tool for brands who are selling their products on the marketplace.

As well as undergoing a name change, Amazon Brand Analytics now features improved data, including a new report for advertising attribution and the Search Analytics Dashboard, which provides sellers with search performance insights.

Here’s everything you need to know about Amazon Analytics in 2022:

 

What is Amazon Brand Analytics?

Amazon Brand Analytics is a selection of reports available to approved members of the Amazon Brand Registry

Previously known as Amazon Retail Analytics, the feature allows brand owners to view valuable insights into customer behaviour, popular search terms, competitor success and advertising campaigns.

This extra information can empower brands to make decisions that improve their sales on Amazon – and maybe even across their entire omnichannel network.

 

Who can use Amazon Analytics?

Only brand owners who officially join the Amazon Brand Registry can gain access to Amazon analytics. It isn’t available to third-party sellers or makers of non-branded products.

If you’re already enrolled in Amazon’s Brand Registry, you can log into your account and find your Amazon analytics under the ‘Brands’ tab. If you haven’t joined yet, you can apply here.

Signing up to become part of the registry can take a little time, but it is completely free. However, you need to own a registered trademark to be eligible. If you haven’t got one yet, you’ll have to pay to register one. This process can take months.

Registered brands gain greater control over their image on Amazon. They also gain exclusive access to useful tools, like Amazon Brand Analytics, A+ Content, sponsored brand ads and storefronts  – all of which were created with brands in mind.

 

Why is Amazon analytics important?

Amazon analytics is available to brands for free. But that doesn’t mean it’s not worthwhile. In fact, some of the data made available through its reports and dashboards are highly valuable and can significantly impact your Amazon strategies and performance.

Here are just a few of the reasons why Amazon Brand Analytics is so important.

It lets you keep a close eye on direct competitors

Amazon analytics provides key metrics that can help identify when your competitors are beating you out. You can uncover which customers they’re stealing away, which products are more attractive than yours and why. You can then use this information to make strategic changes to your listings and drive up sales.

It puts your brand ahead of other Amazon sellers

Amazon analytics isn’t available to all sellers – only registered brands. This means the insights and tools provided give you a significant advantage over third-party sellers and generic brands that may try to undercut your prices and steal customers away.

It provides exclusive data points

Amazon’s reports offer key business information that isn’t available through any other platforms, so it’s definitely worth checking out.

The information available allows you to improve your listings and figure out which strategies are truly working for your business.

Many of the takeaways can also be applied to other channels and areas of your business.

 

Reports available in Amazon Brand Analytics

Amazon analytics offers six reports that correspond with each stage of the sales funnel. This data can then be used to inform decisions on everything from marketing to product positioning.

1. Amazon Search Terms

This report highlights popular keywords on Amazon and can help brands improve their rankings. This is essential for businesses that want to win the digital shelf and build awareness of their products among shoppers.

2. Amazon Attribution

Right now, this report is only available in Canada, the US, the UK and a handful of European countries. You also need an Amazon Advertising account to view it. However, those who have access can use this report to understand how their external, off-Amazon marketing channels, impact their sales on Amazon.

You can use Amazon attribution to track a wide range of marketing content, including social media and PPC ads. This allows brands to identify which strategies are working and make impactful changes to improve their sales and reduce their acquisition costs. These insights are also available through your Amazon ads account.

3. Item Comparison and Alternate Purchase Behavior

This report provides insights into the consideration phase of the customer funnel. It allows brands to see which competing products shoppers view and purchase. This can provide important information that isn’t always available from retailers and other third-party sales channels.

4. Market Basket Analysis

Brands can see what products shoppers purchase alongside theirs, this information can then be used to inform the creation of product bundles and other cross-marketing opportunities.

This type of data is very useful for brands, but in order to get a complete picture of product bundles it’s advisable to use a Where to Buy solution as well. With a Where to Buy solution, you’ll also see which products were purchased alongside yours. However, in addition, you can see which products were purchased instead of yours and when the consumer changes their mind along the purchase journey. Using a Where to Buy solution also enables you to see the performance of your products on every retailer site, not just Amazon.

5. Demographics

With this report, brands can view the age, household income, gender, education and marital status of their customers. With this information, they can assess the effectiveness of their audience targeting and make better decisions about their future product portfolio.

6. Repeat Purchase Behaviour

This provides important data around brand loyalty among Amazon customers.

No matter what your company’s priorities are, you’ll be able to find valuable information using one of the above reports.

 

Search Analytics Dashboard

In addition to the above reports, Amazon recently released its new search analytics dashboard. Available under the Brand Analytics tab, this tool enhances the visibility that sellers have into their product search performance.

The main features of this new dashboard are the Search Query Performance and Search Catalog Performance reports, which are outlined below:

The Query Performance Dashboard

The Query Performance Dashboard enables sellers to learn about all the search terms that shoppers use to locate their products. They can see the top search terms for their entire catalog or for each individual ASIN. They can even see the median product price for each search term, which can help them gauge how their product compares with other sellers that appear in the same SERPs.

Then, brands can delve even deeper to understand how each search term performs based on shopper behaviour. They can see how many clicks, add to carts and conversions their products capture for each term. This empowers sellers to better optimise their keywords and content.

The Catalog Performance Dashboard

With the Catalog Performance Dashboard, brands can learn more about the sales funnels for their products. The dashboard highlights where consumers are dropping off on their path to purchase. This enables sellers to optimise the consumer journey and improve conversion rates.

They will see the number of search displays, clicks, add to carts and conversions for each product. While some of the data in the search analytics dashboard is available in other Amazon reports, this is the first time sellers can see these four key metrics together. This allows you to easily identify areas in need of improvement, such as content, shipping and returns policies.

The Catalog Performance Dashboard also allows sellers to analyse price competition, plan inventory, and improve return on marketing investments.

 

Top metrics to track in Amazon Brand Analytics

While we recommend that brands track these key eCommerce KPIs, Amazon analytics provides extra insights that aren’t available elsewhere.

While brands will want to monitor different metrics depending on their unique goals and priorities, here are some that we think are worth keeping an eye on with Amazon.

1. The click share of each ASIN

Amazon’s Search Term report is really useful for doing keyword research. You can even see the most viewed and purchased items for each term you enter.

This offers competitor insights or, if one of your products is the most popular, you’ll be able to see its click share and conversion share.

However, you don’t have to enter hundreds of search terms to find out which keywords generate clicks for your listings. You can simply enter each product ASIN into the search bar to see all the keywords for which it attracts the most clicks. 

If your product has the most-clicked listing for tons of keywords, this is a positive performance signal and indicates that your listings are attractive. However, if no results appear, this means you have a lot of work to do.

2. The percentage of shoppers buying competitor products

With the Alternate Purchase report, you can view the percentage of shoppers that viewed your product before buying another one.

For example, Coca Cola might see that 10% of the shoppers who viewed its six-pack went on to buy a multipack from Pepsi instead. This metric helps brands understand which competitors and products pose the biggest threat to their sales. They can also use this information to optimise their listings.

Just enter one of your ASINs to see a list of the top five competing products.

3. The value of repeat sales

The Repeat Purchase Behaviour report provides lots of valuable insights.

You can see how many orders came from returning customers. But, even more importantly, you can see exactly how much repeat sales are worth in monetary terms. If your business can grow this figure every week or month, it will really boost your bottom line.

Brands that can attract repeat sales don’t need to spend as much on customer acquisition and they’ll be more resilient to changes in product visibility too.

This metric is particularly important for CPG brands. But it is also valuable for any business that wants to assess the quality of their products, the performance of their cross-marketing campaigns or the impact of using Amazon’s ‘Subscribe & Save’ feature.

This metric can be recorded for sales across your brand’s entire product portfolio or at an individual ASIN level.

4. The number of incomplete listings on your account

The Amazon Brand Analytics dashboard also features a range of stats to help brands improve their product listings and increase conversions.

For example, you can see the number of listings that are missing A+ Content, sponsored ads or sufficient reviews. You’ll also see how many listings have incomplete detail pages and missed keyword opportunities.

Ideally, brands should aim to get all of these metrics down to zero. These dashboard stats are particularly important for brands that have a lot of products to keep track of.

5. Click-through rate

Amazon’s advertising attribution can be used to monitor non-Amazon search ads, social ads, display ads and email promotions.

Although it will take some time to implement all the necessary tracking tags, you’ll gain access to lots of helpful metrics, such as impressions, click throughs and Amazon conversions. You can calculate your click-through rate to compare channel performance and understand the impact of each campaign.

If you rely on Amazon for a lot of sales, these measurements can really influence your brand’s performance. One company even saw 322% year-over-year sales growth, according to an Amazon case study.

 

3 ways to use these insights to improve your business

Amazon’s reports aren’t just about tracking metrics, they should also be about inspiring optimisation tactics. You can use the information available to target new keywords, improve product listings and tweak your targeting.

Here are three tips to help you leverage the insights available as much as possible.

Use Amazon’s reports to set goals

In Amazon Brand Analytics, take a look at your sales by product, category, keyword and country. By looking at these metrics, you can establish benchmarks for some of the key metrics mentioned above. Then, you can start setting specific goals to improve your performance.

View reports at different times

Take a look at your reports on a monthly, quarterly and yearly basis. Looking at these data points over different time periods will help you identify both short-term and long-term trends. This will help you make better business decisions.

Optimise your store one product at a time

Amazon allows brand owners to search for a specific product by entering an ASIN in the search box at the top of its reports. You can also enter multiple ASINs separated by a comma or space.

This allows brands to perform a deep dive on specific products, viewing the likes of repeat purchases, alternative purchases and demographics. By examining a couple of products each week, instead of viewing the top performers in each report, it will be easier to figure out ways to improve your targeting not only on Amazon, but also across your entire sales network.

Final thoughts

Data-driven marketing can help brands significantly boost their profits. While Amazon analytics won’t replace other reporting tools, it provides complimentary insights that you just can’t gather from your own eCommerce store.

The Ultimate Amazon Strategy Guide