Sellers of Amazon with the brand registry can improve their product listings using many features like A+ content, adding videos, etc. But there is an additional tool that can be used to improve their business in the Amazon marketplace which is the “Brand Analytics” tool. This feature allows brand owners to view valuable insights into customer behavior, popular search terms, competitor success, and advertising campaigns. In this article, we will guide you on how to do keyword research by using the Brand Analytics tool on Amazon.
Before showing you the whole process, you need to know a few things about the Brand Analytics tool.
What is Amazon Brand Analytics?
Amazon Brand Analytics is an exclusive tool for Amazon Brand Registry members. This tool provides you with insightful reports and actionable data which will help you to make decisions about marketing, advertising, and selling on Amazon. Brand Analytics contains five reports: Amazon Search Terms, Repeat Purchase Behavior, Market Basket Analysis, Item Comparison, Alternate Purchase Behavior, and Demographics.
Who can use Brand Analytics Tool?
The Brand Analytics tool is not available for all Amazon Sellers. There have been some requirements to use this feature. If you want to use Amazon Brand Analytics, you must meet the following requirements:
- Brand owner
- Amazon Brand Registry member
- Responsible for selling that brand on Amazon
- The brand maintains an active registered trademark
How to do keyword research with Brand Analytics Tool?
There are two really cool features in the brand analytics tool on Amazon. One of which is the actual click share of various products and the second one is the conversion share of various products. So for a given keyword or search term and a given set of ASINs you can identify precisely which product is getting the most clicks and which product is getting the most conversions.
First one, To get the report by ASINs:
Step 1:
First, go to your seller central, then in the navigation bar you can see a tab called Brands, point your mouse cursor above the Brands tab, then you are able to see a dropdown list. The first option is Brand Analytics, click on it.
Step 2:
You need to get a paid helium 10 membership account and also need a chrome extension for helium 10. Then log in to your helium 10 account.
Step 3:
Then go to amazon.com and search for a product.
Next, go to the helium 10 extension, find the Xray tab on the top of the extension, click on it.
After that, it will load data for the product that we searched for.
Now, in the Revenue tab click twice to sort the data from highest to lowest.
After that, we’ll take five ASINs with the highest revenue. Also, you can take as many as you want.
Step 4:
After copying the ASINs to clipboard go to the brand analytics and enter those ASINs separately with a comma.
Now, select the reporting range monthly, you can select weekly, quarterly, or daily also.
Then click on the apply button and you will be able to see a list of keywords that at least one of those ASINs has a top three-click share or conversion share.
Click share: The total percentage of all searches that get clicked on for that particular ASIN.
Conversion share: The total percentage of the conversions that take place for that particular keyword they’ve converted.
You can download the whole report in an excel file or a CSV file. Go to the top right corner and find the download option and download it.
Step 5:
After downloading the report file, open it on a google spreadsheet or excel sheet. I opened the report file in a spreadsheet.
Then delete the first row, we don’t need this. Also, delete the first column, we also don’t need this.
From this report, we got the top sellers ASINs, the keywords that they’ve used in their listings, and also the title of their top sold items. Also, we can evaluate how they used keywords in their product titles.
Step 6:
Now, we will apply conditional formatting to the ASINs of the spreadsheet and we’ll take the ASIN as an alpha ASIN which will come multiple times in the 1st clicked ASIN column.
The second one, To get the report by using Generic Keyword:
Go to the brand analytics tab like the first procedure. Then search with the generic keyword or product name of the item.
Then select the reporting range and hit apply. You will be able to see a list of keywords that at least one of those ASINs has a top three-click share or conversion share.
To sum up, Amazon sellers use many tools for research keywords and search terms for their listings but the main difference between the brand analytics tool and other keyword research tools is the brand analytics tool collects all the data exactly from Amazon and creates a report with all effective keywords that are used by the top sellers of Amazon. We hope that you can download the report file and process the keywords easily by following our steps. Also, feel free to ask in the comment section if you need any further assistance regarding Brand Analytics. We will be happy to assist you with that.
