Amazon recently launched new tools and reports that provide a holistic view of brand metrics and customer insights. The Brand Analytics dashboard has an extensive amount of data ranging from top search terms and search volume to demographics and customer loyalty analytics. In order to access this dashboard, Amazon sellers need to be enrolled in Brand Registry. This data can help brand owners identify the most relevant keywords for their category and see how they rank compared to competitors. This information can also provide sellers with insights into the customer’s shopping journey and recommendations for improving brand loyalty. Until recently, this type of data was not available on Seller Central. These detailed reports can give brand owners a major advantage, however, this information is often underutilized. The metrics in this dashboard help brand owners make data-driven decisions to improve their advertising campaigns, search engine optimization, and overall merchandising.
Over the past few years, Amazon has been expanding the data and reporting analytics available to sellers, starting with the Product Opportunity Explorer tool that gives sellers valuable keyword, search volume, and competitor data for specific categories. This data can be used to develop successful advertising campaigns and to effectively merchandise product listings to stay competitive. This post will explore the customer journey analytics dashboard, customer loyalty reports, keyword and customer search term data, and the consumer behavior analytics reports.
Customer Journey Analytics Dashboard
The Customer Journey Analytics dashboard segments and defines a brand’s customers during their shopping experience. The dashboard breaks down the key metrics in each of the 4 stages of the shopping journey: Awareness, Consideration, Intent, and Purchase. The awareness stage shows the number of customers who have viewed your product listings or searched for your brand but didn’t make a purchase in the past 12 months. It also shows the percentage of people searching for your brand and recommendations for reducing drop-off and lost interest. The consideration stage shows customers that viewed your brand store or detail pages in the past 12 months and provides insights about high-potential customers. High-potential customers are predicted to be the most likely to purchase based on Amazon’s machine learning model that factors in 100 behavior and affinity attributes from the past 100 days. The intent stage includes customers who have added a product to their cart or saved a product to their wish list. The purchase stage has metrics about new-to-brand customers and repeat purchases. Each stage of the customer shopping journey has unique metrics and recommendations for increasing engagement. Brand owners can use this dashboard to identify when most shoppers drop off in their shopping journey and take action to improve their conversion rate.
Customer Loyalty Reports
The Customer Loyalty Analytics dashboard is split into brand and segment views. Amazon uses the Recency, Frequency, and Monetary Spend (RFM) methodology to segment customers into 4 categories: Top Tier, Promising, At Risk, and Hibernating. Brands can reengage with At Risk and Hibernating customers by providing brand tailored promotions or by increasing sponsored display remarking campaign targeting. The segment view of this dashboard allows sellers to analyze each customer group further and discover new ways to engage with shoppers who haven’t purchased recently. When used effectively, this data can help brands stand out compared to competitors and increase the number of loyal, repeat customers. This data should be used in conjunction with Amazon Advertising Brand Metrics reports to understand how customers are engaging with your brand.
Keyword and Customer Search Term Data
The Search Analytics reports provide crucial keyword and search volume data along with several options for filtering the data. Sellers can use the Top Search Terms report to find the most frequently searched keywords for a specific brand, ASIN, or category. This data allows brand owners to see how their products rank on top search results and identify keywords that are used by customers to find similar products or competitor brands. The Search Catalog Performance and Search Query Performance reports can each be used to better understand how shoppers search for and purchase products on Amazon.
Consumer Behavior Analytics Reports
The Consumer Behavior Analytics dashboard contains reports on customer demographics, market basket analysis, and repeat purchase behavior. Brands can use the demographics metrics to tailor their marketing efforts for specific customer groups. The market basket analysis report shows products that are frequently purchased together. These ASIN combinations can be used to create virtual bundles and to promote complementary products. The repeat purchase behavior report can help sellers identify opportunities to use subscribe and save coupons and increase brand loyalty.
Conclusion
Brand owners should take advantage of the new reports and metrics offered in the Seller Central Brand Analytics dashboard. Sellers should begin by defining a goal or objective such as increasing brand loyalty, improving conversion rates, or reaching new customers. From there, they can select the reports that provide the most valuable information for achieving this goal. For example, brands that are looking to target more relevant customer search terms and improve SEO can utilize the Search Analytics reports to see which keywords should be included in the product listing and advertising campaigns. The wide range of metrics offered in Amazon’s Brand Analytics Dashboard creates opportunities for every brand to improve their merchandising and advertising efforts through data-driven insights.
FAQ - Frequently Asked Questions on Amazon Brand Analytics
Can all Amazon sellers access the Brand Analytics reports?
No, only sellers enrolled in Brand Registry can access these reports. If you believe you should have access to these reports but don’t see them in Seller Central, contact the Seller Central account administrator and check the user permissions or check to see if you are brand registered.
How can I find the Seller Central Brand Analytics Dashboard
Login to Seller Central and navigate to the menu in the top left corner. Hover over “Brands” and select “Brand Analytics” from the list of options.
Can I view the data in the Brand Analytics dashboard for other brands?
For most reports, sellers are only able to view information for one of their registered brands. However, the Top Search Terms report allows brand owners to view customer search data for any brand or ASIN.
What data is included in the new Customer Journey Analytics dashboard on Seller Central?
This dashboard contains key metrics for each of the 4 segments of customers during their shopping journey. The 4 segments are Awareness, Consideration, Intent, and Purchase.
Which reports should I use from the Brand Analytics dashboard?
Before analyzing the data from the Brand Analytics dashboard on Seller Central, determine your goals. The reports and recommendations for increasing awareness and brand recognition will be different than the insights for increasing conversion rates. Depending on your goals, the Brand Analytics dashboard has a variety of reports to help you take action and see results.
How can I find keyword, search volume, and competitor data on Amazon?
You can find valuable keywords, search volume, and competitor data for specific categories using the Product Opportunity Explorer tool.
About the Author - Stella Nelson
This post was written by Stella Nelson, an Account Manager at Goat Consulting. Stella helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. Stella has experience and expertise in market research and competitor analysis that align with the overall Amazon selling strategy and goals for her clients.