Imagine competing in Amazon's marketplace as a blindfolded boxer, swinging at shadows. Amazon Brand Analytics (ABA) serves as the floodlight that illuminates the battlefield—but this powerful tool remains exclusively available to brand-registered sellers. Does this mean unregistered sellers must remain in the dark?
Not necessarily. While direct access to ABA data remains restricted, strategic use of third-party tools and analytical methods can reveal market trends and uncover hidden opportunities.
The Power of Amazon Brand Analytics
Amazon Brand Analytics provides registered sellers with five core data modules:
- Keyword search analysis
- Repeat purchase behavior
- Market basket analysis
- Item comparison and alternative purchase behavior
- Demographic statistics
The keyword search module proves particularly valuable, revealing top search terms, their frequency rankings, and the three most-clicked products per search term. Third-party tools leverage this data to develop features like "trend-based product selection" and "keyword reverse lookup."
Five Analytical Strategies for Non-Branded Sellers
1. Reverse-Engineering ASINs to Uncover Traffic Sources
Amazon's "click share" metric measures how often buyers click a specific product after searching a keyword, relative to all clicks for that search term. Similarly, "conversion share" tracks purchase frequency. By analyzing these metrics for competitor ASINs, sellers can identify high-performing keywords and optimize their own product visibility.
2. Assessing Market Capacity Through Keyword Rankings
ABA's search frequency rankings provide relative popularity metrics for search terms. For example, if "water bottle" ranks 173rd while the top 10 related terms all rank within the 5,000 most-searched terms, this indicates substantial market demand. Such analysis helps identify high-potential niches.
3. Expanding Keyword Strategies With Long-Tail Terms
Starting with core keywords, sellers can generate extensive lists of related long-tail terms—precise phrases actual shoppers use. For "storage bins," this might include variations like "clear plastic storage bins with lids." Building such keyword matrices improves product discoverability.
4. Evaluating Market Concentration to Avoid Saturated Niches
The "click concentration" metric reveals how much traffic the top three products capture for a given keyword. When 82% of clicks for "baby bath seat" go to just three products, new entrants face steep competition. Analyzing this data helps identify less monopolized markets.
5. Benchmarking Against Competitors for Strategic Improvements
By examining top-performing products for target keywords—including their click percentages, listings, and pricing—sellers can identify best practices to emulate. Detailed competitor analysis informs product enhancements and marketing adjustments.
While brand registration provides direct access to Amazon's analytics, resourceful sellers can still develop data-driven strategies through alternative methods. Mastery of market analysis remains essential for any seller aiming to thrive in Amazon's competitive ecosystem.