Amazon Customer Shopping Journey with Amazon Brand Analytics

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.

How to Improve Your Click-Through-Rate CTR on Amazon

In this blog post, we will cover what Click Through Rate is and how to improve your Click Through Rate on Amazon. We will cover why Click Through Rate is an important metric for your Amazon business and how to increase it. Click Through Rate is important because it reflects how effective your main image, title, and other listing factors are. This is crucial for capturing attention and increasing the number of customers who click on your listing. A high Click Through Rate shows that your product listing is highly optimized and your customers are clicking onto the detail page. A low Click Through Rate means that your listing isn't appealing enough for your customers to click on. For Amazon, a higher Click Through Rate indicates that customers are finding more relevant products in their searches. For Amazon customers, this translates to a faster and more satisfying shopping experience. Whether your goal is to increase sales through advertising or optimizing for profitability, improving your Click Through Rate can be one of the most important metrics to fully capitalize on your Amazon business.

What is Click Through Rate?

Click Through Rate on Amazon measures the percentage of customers who, after seeing your product in search results decide to click on it. In other words, Click Through Rate is the ratio of the number of clicks your listing or ad receives to the total number of times it was shown. Right now, Click Through Rate can only be tracked within the Amazon Advertising Campaign Manager since impressions data is only available in the campaign manager and not in business reports. To view your Click Through Rate, navigate to the "Columns" dropdown within your ad group settings and select to see your current performance. The formula for calculating Click Through Rate is: Click Through Rate = Total Clicks/Total Impressions. Times this by 100 to format as a percentage. 

Why is your Click Through Rate Important?

Your Click Through Rate on Amazon is important because it signals whether your product is relevant and highly optimized for your customers. A high Click Through Rate indicates that customers find your product appealing and that it matches what they are searching for. On the other hand, if your Click Through Rate is low, it suggests that your product isn't attractive enough to prompt customers to click through to the listing, or you are showing up to the wrong customers. Click Through Rate is important because it increases the likelihood of customers choosing your listing over your competitors, which ultimately helps grow sales.

What Impacts your Click Through Rate?

There are two main factors that can impact your Click Through Rate:

• Listing Content: The biggest factors influencing your Click Through Rate are your main image, price, title, shipping speed, and review count. These are the 5 things that customers see first when they search a keyword on Amazon and are shown products in the search results. Optimizing these core items can be the difference between a high and a low Click Through Rate.

• Advertising Targeting: Advertising targeting is the other factor that can influence your Click Through Rate. For this example, imagine you're selling a Grill Brush. In your campaigns you are targeting the keywords "Grill Equipment" and "Black Grill Brush". Your Click Through Rate will be higher on the 2nd keyword "Black Grill Brush" because it's highly relevant to what the customer is looking for vs the 1st search term which is broad since there are 100s of products that can fall under "Grill Equipment". This is what we mean when we say your Click Through Rate could be low if you are showing up for the wrong customers. 

How to Improve your CTR? 

Improving your Click Through Rate isn’t something you do once and forget about. It’s an ongoing process that requires continual improvement over time. Below, we will go through different ways you can increase your Click Through Rate.

Main Image

The main image may be the most important factor in improving your Click-Through Rate. Since shoppers are visual and you only have seconds to grab their attention before they move on, it’s crucial to have a sharp, colorful main image that stands out against your competition. When improving your main image, take a look at your category to see if there are any listings that stand out from the rest. If there is, consider mimicking that style. From there, ensure your images are at least 1,000 x 1,000 pixels to make them zoomable. Use a white background and crop your product to take up as much of the space as possible, which is especially helpful for shoppers on mobile devices. Make sure your image is professionally done, not taken with a phone. The image needs to be of the highest quality so the customer can clearly understand what your product is. Also, be sure to reference Amazon's Image Guidelines to avoid any issues.

Title

The title is an important factor when considering Click Through Rate. Amazon allows up to 200 characters for titles in most categories, but they only show around 107 characters of the title on mobile. For titles, we need to include all the most important product specifications within those 107 characters. If we’re selling a product that might be a bundle, we should include that at the beginning of the title, along with the quantity included. If we’re selling clothing or furniture, we need to include size information, color variation and other important product details. Including the most critical and top-of-mind information in the title can make the difference between a shopper clicking through to your listing because they know this product fits their needs, or converting to purchase on an alternative product.

Reviews

Reviews are a big factor for Click Through Rate because they help increase social proof of your product. But it's not just about having a high review count, you also want a high review rating. Reviews can be a bit harder to control, but there are a few things we can do to increase review counts for our products. One option is to enroll in the Vine program if you're launching a new product. The Vine program allows you to give away up to 30 units of your ASIN in exchange for an honest review. You can learn more about the Vine program here. You can also combine standalone products into a variation, which will merge their reviews, depending on the category. We only recommend doing this if your products are truly similar. For example, if you're selling a white and black version of the same shoe, you could combine them using a "Color" variation theme. This will merge the reviews of both products making the number of reviews on your listing larger.

Price

Your price is a big factor when considering click through rate. You want to make sure that your price reflects the value your product provides to the customer and that it's competitive within your category. You can always test running a sale or other promotions to see if your click through rate improves. If you also have room marginally you can try lowering your price for 30 days, and then increasing it and reviewing your advertising metrics to see what effect that had on your click through rate.

Shipping Speed

Improving your Click-Through Rate by optimizing your shipping speed is something that's easy to forget but makes a big difference. You want to make sure you utilize the Amazon FBA program so your product qualifies for 2-day Prime shipping, rather than fulfilling the product yourself, which typically shows a longer delivery window. Customers nowadays prefer to purchase products that ship with Prime due to the fast shipping, no shipping charges, and easy returns—compared to dealing with sellers who fulfill themselves. If you're not currently offering your products through FBA, make sure you sign up for Amazon FBA.

Advertising Targeting

The last thing we want to cover that affects your Click-Through Rate on Amazon is what keywords you are targeting with your advertising. To improve your overall account Click Through Rate, you need to make sure you are targeting highly relevant keywords related to your product, rather than broad keywords where we don’t know exactly what product the customer is looking for. For example, if you’re selling Men's Workout/Running Shoes, you will have a higher click through rate if you target "Men's running shoes" or "Men's gym shoes," rather than targeting "Shoes size 11" or "Running and gym accessories." While your product might still be relevant to the other two keywords, they are too broad, and we can’t pinpoint exactly what the customer is looking for, which will typically lower your click-through rate, and likely your ad efficiency as well. It is important to include these terms in a variety of campaign types, as showing up in multiple placements can also improve CTR. 

Frequently Asked Questions about How to Improve CTR on Amazon 

What is Amazon Click Through Rate?

Amazon Click Through Rate is a metric that measures the percentage of customers who click through to your listing after seeing it in the search results. 

How do you calculate Click Through Rate?

To calculate Click Through Rate you divide the total Impressions/Click. 

Where can I see my current Click Through Rate?

You can see your Click Through Rate in your campaign manager dashboard. 

Why is Click Through Rate important?

Your Click-Through Rate is important because it signals whether your product is relevant and highly optimized for your customers. 

What part of your listing affects your Click Through Rate the most?

Main Image, Title, Price, Review Count, and shipping speed. 

How to Improve Your Click Through Rate?

You can improve your click through rate by optimizing your Main Image, Title, Pricing, increasing reviews, and targeting relevant search terms in advertising. 

Why is the main image so important for Click Through Rate?

The main image is important because that’s typically what shoppers look at first. Since today’s shoppers are very visual and scroll fast we want to make sure our main image captures their attention. 

How to improve my Click Through Rate with Advertising?

To improve your click-through rate with advertising, make sure you target highly relevant search terms that specifically describe your product, rather than broad terms that can apply to multiple products.

What is the difference between Click Through Rate and Conversion Rate? 

Click-Through Rate measures the percentage of potential customers who clicked on your listing after seeing it in search results, while Conversion Rate measures how many of those clicks lead to a purchase.

Conclusion

Increasing your Click Through Rate on Amazon is important to the success of your listings. By testing and optimizing key elements like your main image, title, reviews, price, shipping speed, and advertising targeting, you can create an appealing and relevant listing that resonates with customers making their shopping experience more enjoyable. Optimizing your Click Through Rate that requires continual attention and testing. With the strategies outlined in this blog you will be able to increase your click through rate and ultimately grow your sales on Amazon. If you need help with  increasing your click through rate, please contact us below.

About the Author

This post was written by Albert Podshivaylov, an Account Manager at Goat Consulting. Albert helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. Albert has experience and expertise in increasing click through rate on Amazon that align with the overall Amazon selling strategy and goals for his Goat Consulting clients. If you want help increasing your click through rate, or assist with other aspects of selling on Amazon, Albert is happy to lead your account.

Understand Product Demand with Amazon Marketplace Product Guidance

This post covers Amazon Marketplace Product Guidance and how sellers can utilize it to get a better understanding of their brand's global demand, understand category metrics, and generate new product ideas through the new selection program. The Marketplace Product Guidance page covers global product demand, offering valuable insights into product demand in other countries, category insights with advanced performance data for categories and subcategories, and new selection recommendations for high-demand products not currently sold by you. The Marketplace Product Guidance includes the following tools: New Selection Program, Global Demand for your products, and Category Insights. These tools help sellers increase their sales by providing new product opportunities and showing sellers where there is global demand for their current products. This enhances the experience for Amazon's customers by providing them with broader choices for the products they are already seeking.

New Selection Program

The New Selection Recommendations page within Marketplace Guidance provides recommendations for existing products that have high-demand with low offer counts. These recommendations will be offered for categories that you already sell in. As a reseller, you can expand your catalog by listing recommended products. For New to Amazon recommendations, you will receive suggestions for similar products that are not currently being sold on Amazon. These recommendations are ranked based on audience demand. The following data points are included when filtering and sorting recommendations:

• Product name: A quick link is included redirecting to the Amazon product page.

• Parent product: The parent product is a non-buyable product used to relate child products.

• Date first available: The date on which the product was posted in the Amazon store for sale.

• Opportunity score: An opportunity score is a tailored product rank unique for each seller, derived from the predicted demand for the ASIN recommendations in the international stores. The opportunity score ranges between 750 to 1000. The higher the score, the more we believe there is a higher demand for the product in the respective store.

• Sales forecast: Estimates opportunity for each ASIN in the store, in terms of potential units sold in upcoming six months which is predicted at ASIN level and not at the seller level.

• Feedback: Allows you to provide feedback for products individually or in bulk using like/dislike buttons at the end of the table. Once a recommendation is disliked, the rejected recommendations will be snoozed for 30 days before they get surfaced again. This feedback will be used to analyze and provide more accurate recommendations.

• Download product list: The ASIN recommendations can be downloaded as a excel file. The file will contain the data such as Brand, Opportunity Score, Sales Forecast, Offer Winning Price, Number of Offers, Demand, Ratings, Category and Product type.

The New Selection Program recommendations are for sellers already operating in the US, the UK, Germany, and Japan markets. As a brand owner, you can leverage the New Selection Program to identify gaps in the market for high-demand, low-competition products that you can develop and list under your brand.

Global Product Demand

The Global Product Demand page is great for sellers who are seeking global expansion. The Global Demand page gives you access to get a better understanding of where your products have global demand. When navigating the global demand page you will see a personalized list of products from your existing catalog and similar ASINs from the US market which have demand in other international stores. This is valuable information if you are considering an International expansion on Amazon. The following data points are included when filtering and sorting recommendations:

• ASINs with 0 offers: ASINs that are new to the store and have no current active offers are grouped under this category.

• ASINs with at least 1 offer: ASINs that are either sold previously or have similar offers from other sellers in a store are grouped under this category.

• Opportunity score: An opportunity score is a tailored product rank unique for each seller, derived from the predicted demand for the ASIN recommendations in the Amazon stores. The opportunity score ranges between 750 to 1000. The higher the score, the more we believe there is a higher demand for the product in the respective store.

• Sales forecast: An estimate for the demand of recommended products is created by comparing them to other products with similar characteristics. It is done at an ASIN level and can be influenced by existing or new offers from all sellers in the store.

• Downloadable product list: You can download the shortlisted ASIN recommendations in an offer creation template format. You can also update the SKU, offer price, quantities, condition-type, and condition-note in the template.

• Feedback: Allows you to provide feedback for products individually or in bulk using like/dislike buttons at the end of the table. Once a recommendation is disliked, the rejected recommendations will be snoozed for 30 days before they get surfaced again. This feedback will be used to analyze and provide more accurate recommendations.

Global Demand for your products is currently only available in the US market. You must have a score of more than 0 gross merchandising sales (GMS) in the last 12 months. If you've been selling on Amazon for less than 12 months, then the GMS criteria is not applicable. There should be demand for the ASINs that you are selling in the source store. Only FBA ASINs in your source store catalog are considered for recommendations.

Category Insights

The Category Insights tool provides insights into understanding audience demand, competition for a product, and how to enhance its performance by offering advanced metrics such as Return Ratio, number of new brands, advertisement spend, and more. The category insights tool can also help you evaluate how well you are doing against competitors in your category that sell similar products. The recommendations include the following data points:

• Performance: Allows you to analyze various metrics under demand such as units sold, glance views, return ratio, and search-to-purchase ratio over trailing 30 days, 6 months, and 12 months, based on the filters applied for the browse node.

• Units sold: The number of units sold in the selected browse node in last 30 days.

• Glance views: The number of page visits for all ASINs in the selected browse node in last 30 days.

• Return ratio: The number of units of products returned vs the total unit purchases in the selected browse node in last 30 days.

• Search-to-purchase ratio: The number of ASINs purchased vs the number of ASINs shown in search in the selected browse node in last 30 days.

• Time period: Allows you to choose either 30 Days, 6 Months, or 12 Months for demand and offer depth metrics.

• Offer and selection metrics: Allows you to use these indicators and understand offer depth and opportunity in the category.

• Star ratings: The count of ASINs with a sale grouped by their average star rating.

• Number of sellers: The number of sellers offering products in the selected browse node.

• Number of ASINs: The number of unique ASINs offered in the selected browse node.

• Offers per ASIN: The average number of offers per ASIN in the selected browse node.

• Features: Allows you to check top product features ranked by most purchases indicating feature-level demand in the store.

• Favorite features: Allows you to add features that you prefer to the favorite features list.

The Category insights tool is currently only available in the US, the UK, Germany, and Japan markets. This tool is available to brand registered and non brand registered sellers.

Frequently Asked Questions - FAQ Understand Product Demand with Amazon Marketplace Product Guidance

What are the 3 tools under Marketplace Product Guidance?

The 3 tools under the Marketplace Product Guidance include Global demand for your products, New Selection Recommendations, and Category Insights. 

Why should a seller utilize the Amazon Marketplace Product Guidance tools?

Sellers should utilize the Amazon Marketplace Product Guidance tools because they help you to explore, assess, and seize the opportunities for successful global and domestic catalog expansion.

What is the New Selection Recommendation tool?

The New Selection Recommendation tool provides recommendations for existing products that have high-demand with low offer counts, that you could consider selling on Amazon.

What is the Global Demand tool?

The Global Product Demand page is great for sellers who are seeking global expansion. The  Global Demand page gives you access to get a better understanding of where your products have global demand.

What is the Category Insights tool?

This tool provides insights into understanding audience demand, competition for a product, and how to enhance its performance by offering advanced metrics such as Return Ratio, number of new brands, advertisement spend, and more.

Who has access to the Marketplace Guidance Tools?

Both brand registered and not brand registered sellers gets access to these tools. The Global Demand tool is currently only available in the US market. The Category insights tool and New Selection Recommendations tool is currently only available in the US, the UK, Germany, and Japan markets.

Conclusion

Understanding and leveraging Amazon's Marketplace Product Guidance is crucial for sellers aiming to expand their businesses globally and develop new products that already have customer demand. The three tools: Global Demand for your products, New Selection Recommendations, and Category Insight, provide insights to assess and capitalize on opportunities for both global and domestic expansion on Amazon. Both brand registered and non-brand registered sellers have access to these Marketplace Guidance Tools. When selling on Amazon, it is important to use every Amazon Reporting tool that can help you gain an advantage over your competition. If you have questions about how your business can better leverage Marketplace Product Guidance, contact us through the contact us button below to start a conversation.

About the Author - Albert Podshivaylov

This post was written by Albert Podshivaylov, an Account Manager at Goat Consulting. Albert helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. Albert has experience and expertise in understanding product demand on Amazon for his clients by utilizing the Marketplace Product Guidance tools. If you want help understanding global demand, new selection recommendations, or category insights; or other aspects of selling on Amazon, Albert is happy to lead your account. 

Amazon Tool Recommendation Disclaimer: Recommendations on this tool are intended to provide selection guidance. Amazon does not guarantee the accuracy of the calculations or data, and does not guarantee any particular outcome for your business in following the product recommendations. Please note that you are responsible for ensuring that your products and listings comply with all laws and regulations applicable in each country and with Amazon policies at all times.

Brand Analytics Demographic Report on Amazon Seller Centra

The Brand Analytics Demographic Report on Amazon Seller Central provides key insights about customers, which can be used by sellers to better understand who is buying their products.  Amazon provides a range of reports that help sellers with inventory management, sales, advertising optimizations, and more. One unique tool offered to Amazon sellers is the Demographics report, located in the Brand Analytics dashboard.  This report summarizes demographic information about a seller’s customer base, including age, gender, income, and more. The dashboard further breaks down the reporting range, allowing you to filter by date. With so much data, it can be difficult to interpret and effectively utilize this information. By breaking down the information and analyzing the key metrics, sellers can identify opportunities to customize their product offerings and connect with shoppers. This article will walk through the basics of the Seller Central Demographics report, including an overview of what the Brand Analytics Demographics report is and who can use it, how to pull a demographic report on Seller Central , and analyzing the demographic information to derive key insights about your customers.

Brand Analytics Demographics Report Overview

The demographics report on seller central is an analytical tool that helps sellers learn more about their customers.  The tool provides information about the customers, including their age, income, education, gender, and marital status.  This data can be used to connect sellers to their customer base and better tailor to their needs.  Each demographic metric contains valuable information that can tell a story and illustrate more about the customer.  When combined with other Brand Analytics reports, like Repeat Purchase Behavior and Market Basket Analysis, this report can help sellers and marketers create a clear picture of who their customers are and what they are looking for from the brand.

The Amazon demographics report allows the seller to view weekly, monthly or quarterly data.  Sellers that have multiple registered brands or who sell a variety of products can also filter this data by the brand name or product category.  Once a category, brand, and reporting period have been selected, the report summarizes data for the Unique Customers and the Unique Orders.  The report shows a total count of unique orders and unique customers for each demographic cohort.  It also provides the percentage of the total and the change in percentage compared to the last reporting period.  The report also conveniently breaks each demographic down into groupings, making it easier to interpret the data.  For example, the age is split into 6 groupings, making the information much easier to comprehend.

How to Pull a Demographic Report on Seller Central and Organize the Data?

The demographics report on seller central is located under Brand Analytics.  Brand registered sellers can find this report by navigating to the “Brands” tab of seller central, clicking “Brand Analytics”, and then selecting “Demographics” at the top of the page.  At this point, filter the report by the reporting period, brand, and category. Sellers can then view the report at a glance or can download the data and identify further insights by using a pivot table and other excel functions. 

When analyzing the report using excel, organize the data so that it is easier to read and understand.  If pulling data from multiple reporting periods, make sure that the data is separated to avoid later confusion.  To gain further insight, create a pivot table from the data. Pivot tables can help you identify patterns and trends in the data along with making comparisons between different groups.  

Analyze the Demographic Information and Derive Key Insights About your Customers

Overall, the demographics report contains a lot of valuable information.  So what can an Amazon seller do with all of this data?  Marketers and Advertisers place a lot of emphasis on demographic reporting because it can help brands connect with their audiences and identify ways to improve communication with their customers.  For this reason, it’s important to understand how each metric can be used.

Age and Gender Demographics

Age and gender are often a major focus since these details can predict a customer’s interests and lifestyle. People that fall into the same age group and gender often have similar interests and shopping habits. 

Income Demographics

Income is another important factor since it indicates the level of discretionary spending that the customer has.  This data is useful for showing the products that are considered essential, in which every income grouping purchases them at the same level, vs products that are more luxury, in which the product is purchased more often by customers with higher incomes. 

Education Level and Marital Status

Education level and marital status are great for predicting lifestyle behaviors and customer priorities.  Married people often spend differently than single people because their expenses are shared and they are more likely to be shopping for a family.

Education Demographics

Education level can indicate customer priorities and may correlate strongly with brand values and ethics.

Once you better understand these details about your customers, you can begin building out demographic cohorts.  Cohorts are a group of people with shared characteristics.  With this data, a brand may realize that the majority of their customers are married women with an income level over $100,000.  The brand can then use this information to communicate their products’ attributes and overall value to fit what the customer cares about most.  In this case, the brand may communicate that their products are great for busy parents or kid-friendly.  The brand can also utilize this information when advertising, by picking more relevant audiences and aligning their offerings with similar brands.  There are many opportunities for growth for brands that utilize the Brand Analytics demographics report.  The key to successfully using this information is identifying what the customers have in common and how this translates to their shopping behaviors.

Frequently Asked Questions on the Brand Analytics Amazon Demographics Report

How many orders are needed for a seller to have access to a demographic report?

At least 100 unique customers are needed to access a demographic report.  If you don’t have that many customers, try increasing the reporting range to monthly or quarterly.

What metrics are included in the Seller Central Demographics report?

Age, income, education level, gender, and marital status are included in the Seller Central demographics report. 

Can I search for a specific ASIN in the demographics dashboard?

Yes, sellers can search for a specific product by using the ASIN search box at the top of the report dashboard.  Note that this feature is currently only included in the old version of the dashboard.  It may be available on the new version of the analytics dashboard at a later date but currently is not.

Do I need to be brand registered to access the demographics report?

Yes, sellers need to have a registered brand on seller central in order to access Brand Analytics and its reports.  For help with registering your brand on Amazon, click the contact button at the bottom of the page.

How often can I pull a demographics report?

You can pull demographics information as often as you would like, but the reporting data updates for weekly, monthly, and quarterly periods.

Where to find Amazon brand analytics?

You can find Amazon brand Analytics on Seller Central by going to Reports -> Brand Analytics.

How can I learn about my customers on Amazon?

The demographics report combined with other Brand Analytics reports can help you build a profile for your customers and identify what they share in common.  You can then use this information to conclude what they value and how you can communicate your product offerings to them.

What other customer reports are available on Seller Central?

Brand Analytics offers multiple types of reports, including market basket analysis, Amazon search terms, Search Query Performance, Repeat Purchase Behavior, and more.

Conclusion

The demographics report on Amazon seller central is a great tool that should be utilized by all brand registered sellers.  The tool allows brands to see who their customers are and learn about their shopping habits.  This information can be used to improve product copywriting, advertising, and overall brand positioning compared to competitors. By using the demographics report, brands will better understand their top customers and be able to connect with them more by catering to their needs.  For more help with reporting and brand building on Amazon, click the contact button below.