Operating in cross-border e-commerce is like sailing against the current - stagnation means regression. Behind every success lies thorough analysis and accumulated experience. Many sellers struggle with accurately understanding buyer search behavior, making marketing strategies less effective. Amazon's newly launched Brand Analytics Search Dashboards for European and Japanese markets may provide the breakthrough sellers need.
Two Powerful New Dashboards
The update introduces two transformative dashboards: Search Catalog Performance and Search Query Performance . These tools offer unprecedented visibility into buyer journeys and brand-related search trends, enabling sellers to optimize product listings and marketing approaches.
Search Catalog Performance Dashboard: Mapping the Purchase Funnel
This comprehensive dashboard tracks critical purchase metrics including impressions, clicks, add-to-cart actions, and conversions. By analyzing this end-to-end behavioral data, sellers can pinpoint weaknesses in their sales funnel. For instance:
• High impressions but low clicks may indicate unappealing product images or titles
• Frequent cart additions without purchases could signal pricing or shipping issues
Combining this behavioral data with demand metrics allows sellers to strategically improve catalog quality and boost conversion rates.
Search Query Performance Dashboard: Understanding Buyer Intent
This dashboard answers the crucial question: "Which search terms drive buyers to my products?" Sellers can analyze brand and ASIN performance for each search query, identifying high-value keywords that generate traffic and sales. These insights enable:
• More effective keyword strategies
• Improved search ranking optimization
• Deeper understanding of buyer intent for product development
Amazon's new Brand Analytics dashboards represent a significant advancement in e-commerce intelligence tools. By providing granular visibility into search and purchase behaviors, these features empower sellers to make data-driven decisions that enhance listings, refine marketing, and ultimately increase sales.