Have you ever wondered how your top competitors on Amazon consistently attract customers and achieve high conversion rates? The answer lies in Amazon Brand Analytics, a powerful tool that reveals competitor strategies and helps optimize product listings for better performance.
Amazon Brand Analytics: A Strategic E-Commerce Tool
Amazon Brand Analytics is an exclusive platform for registered brand owners, offering deep insights into market trends, competitor performance, and customer behavior. Launched in 2019 for brand-registered sellers, this tool levels the playing field by providing data previously available only to vendors.
Core Benefits: Insights, Optimization, and Growth
This analytical tool delivers more than raw data—it provides actionable intelligence across several key areas:
- Competitor intelligence: Track top-performing products, keyword strategies, and advertising effectiveness
- Conversion analysis: Identify factors impacting product page conversion rates
- Keyword research: Discover high-value search terms to improve discoverability
- Customer behavior: Analyze purchasing patterns and preferences
- High-performing ASIN identification: Study successful listings to replicate their success
Accessing Brand Analytics
Brand-registered sellers can access these tools through Seller Central:
- Log into Amazon Seller Central
- Navigate to the "Reports" section
- Select "Brand Analytics" from the dropdown menu
Key Report Modules Explained
1. Amazon Search Term Report
This invaluable report shows keyword ranking data, including:
- Search volume metrics
- Top converting keywords
- Competitor keyword strategies
Users can research specific keywords or ASINs to understand search performance and competitive positioning.
2. Market Basket Analysis
This feature reveals products frequently purchased together, enabling:
- Cross-selling opportunity identification
- Product bundle optimization
- Complementary product discovery
Note: This tool requires substantial sales volume to generate meaningful data.
3. Item Comparison and Alternative Purchase Behavior
This report shows the top five products customers view alongside yours, including:
- Percentage of comparison views
- Competitive product analysis
- Differentiation opportunities
4. Demographics Report
This audience insights tool provides detailed customer profiles including:
- Income levels
- Age ranges
- Gender distribution
- Education and marital status
Calculating Competitor Conversion Rates
While Brand Analytics doesn't directly show conversion rates, you can calculate them using:
Click Share: Percentage of total clicks an ASIN receives for a keyword
Conversion Share: Percentage of total conversions an ASIN achieves for a keyword
By analyzing the ratio between these metrics, sellers can estimate competitor conversion performance relative to market averages.
Analyzing High-Converting ASINs
Top-performing listings typically share these characteristics:
- Keyword-optimized, compelling titles
- High-quality product images
- Competitive pricing
- Substantial positive reviews
- Enhanced brand content (EBC)
- Product videos
- Persuasive sales copy
Optimizing for Organic Ranking
Effective listing optimization involves:
- Strategic keyword placement
- Conversion-focused content
- Data-driven PPC investment
Pro tip: Focus PPC spending on keywords where your conversion rate outperforms competitors, and reduce spending where it underperforms.
Conclusion
Amazon Brand Analytics provides the competitive intelligence needed to make informed decisions, optimize product offerings, and execute effective marketing strategies. By leveraging these insights, sellers can significantly improve their marketplace performance and drive sustainable sales growth.