How To Use Amazon's BRAND ANALYTICS Tool | Step By Step Tutorial

hey what's going on guys and welcome back to another video in this video I'm going to be walking you through how to use the new brand Analytics tool inside Seller Central so it's not just one tool

there's actually six or six it's actually six different tools so I'm going to be walking you through each of the six tools one by one showing you how to use the tools and then also showing you what you can actually do with that

data so how you can take that data and use it to actually make make informed decisions in your business to try and increase sales so without further Ado let's get straight into it

okay guys so what you want to start off doing is logging into Seller Central and then coming to the brand analytics Suite of tools so to do that in the new Seller Central layout what you want to do is

come over to the three lines on your left hand side then come down to Brands and then select brand analytics what I'd recommend doing is just bookmarking the brand Analytics tool with this little

button here because it's a tool that you will be using a lot in your business now if you cannot see this brand section here and you can't see any of these options the reason for that is that you're probably not enrolled in Amazon's

brand registry and you do need to be enrolled Amazon's brand registry to use this tool so if you're not already check out the videos that I put out previously all about how to register for a trademark and how to enroll in brand registry I'll put a link up here and

I'll also put links down in the description now once you click into this tool you'll be showing a page that looks something like this and what you'll see is that this is actually not a single tool it's actually a suite of six different tools

which you can see at the top here so we've got search catalog performance search query performance demographics Amazon Search terms repeat purchase behavior and Market Basket analytics now

all six of these tools are really really useful can help you understand what's going on in your business how your different products are performing compared to each other compared to the competition and then you can actually

use that data to make changes in your business and actually increase sales and that's what's so cool about these Suite of tools so why don't we go through them one by one we'll start off by talking about how the search catalog performance

works and how you should use it okay guys so what this tool does is it basically shows you a bunch of search metrics for each one of your asins and it's primarily used

um you're going to primarily use this tool to compare how your asins are performing compared to each other so this tool doesn't provide any data of how other Asians are performing outside

of your brand so this is mainly used to compare your own products performance to each other and when I say search metrics what I mean by that is that the tool will show you the number of Impressions

the number of clicks click-through rate basket ads purchases and conversion rates for each one of your asins but only for surge so what I mean by only

search is that for example if you're running PPC campaigns where your products showing up on the product detail Pages or if there's purchases

clicks and purchases made on what Amazon call widgets so you'll see that under the product images sometimes you'll see recently purchased together or compare these items if someone clicks on your

product through one of those Widgets or through a product detail page PPC ad those metrics will not show up in this search catalog performance this is

strictly your metrics for each of your Asians for search okay so what actually shows up in the search results so how do you actually use this tool well the first thing you want to do with all of these tools is make sure you selected

the correct Marketplace so in my case it's United Kingdom but obviously select the correct Marketplace for yourself then you want to come down to reporting range and select either weekly monthly

or quarterly I like to look at monthly or quarterly figures because the more data the better you can then select your year and the month and then click apply then what you'll see is a list of your

asins impressions clicks click-through rate basket ads purchases and conversion rate now you can click on customize columns and that will give you a few more options and it's not just these

ones there are a few additional options um to view but in my opinion these are the ones that you want to look at these are the most important ones okay so how can you actually use the data in this tool well in my opinion this tool is

probably the least useful out of the six tools and the reason for that is that if you're trying to compare the conversion rate and click through rate of one of your asins in one Niche to another one of your asins in a different Niche that

data is not going to be that helpful because click-through rates and conversion rates are just quite different between niches anyway mainly dependent on the number of competitors so in that situation this tools just not

that helpful where this tool can be helpful is that if you sell multiple asins in the same Niche so for instance you have a range of different laptop stands you can use this tool to work out

which Asians have the highest click-through rates which ones have the highest conversion rates you can then drill down into that and maybe adopt some of the practices in the world performing Asians asins

um in the poorly performing Aces to try and increase their click-through rate and converge rate so that's why this tools helpful so that's the search catalog performance now let's look at the search query Performance Tool okay

guys so how can you use the search query Performance Tool or what is it used for well this tool is absolutely incredible right this is basically what all of us Amazon sellers have been waiting for for a very long time because what this tool

allows you to do is look at how either your brand or a specific Asin performs for all of the most important Search terms so all of

the Search terms Search terms that are getting that Ace in the most number of sales now we could have seen this date before using exact match uh PPC campaigns but what this tool allows us

to do is get those metrics for organic search right and so this is huge this is such important data so again you want to select the correct Marketplace you want

to select your Asin and then date range and then what you'll see below is on the left hand side you have a list of search queries then you have search query

school now what this search query school is doing is it's basically ranking all of the Search terms that you're getting sales for in an order of one to a thousand one being your most

important keyword or search term the search term that's getting the most number of sales right down to a thousand which is one that's getting you the least or it's just what Amazon thinks is least important to your product then you

have search query volume so this is the actual search volume that these keywords or Search terms are getting in total then you have total Impressions and then

your Asin share of those Impressions total clicks for that search term and then your asynch share of those clicks and then total purchases for that search term and then your asin's share of those

purchases for that specific search term so this is incredible data this is the data that we've been trying to get uh that we try to get estimates of in helium 10 but this is Amazon giving us

the actual data for our product and for those Search terms which is so useful so there's really two ways that you can use this data the first way is that you want to go

through each of these Search terms and you want to compare your asin's share of the clicks versus your Asin share of the purchases and the reason why this can be

really helpful is that if you find that for a lot of these Search terms your Asin is getting a very high Click Share but it's getting quite a low purchase share what that suggests is that a lot

of customers are clicking on your products but a lot less of them are actually buying your product and what this highlights is that there's actually someone probably advertising on your product listing so they're running

product targeting PPC campaigns that are advertising on your detail page who either have a lower price or a better quality product and by looking at this data you can then try and identify that and see what you

can do to try and combat that because what it shows is that people are clicking to your listing but someone's stealing your sales right more people are clicking then more people are buying so that's the first way I'd use this

data the second way which I think is way more powerful is that Amazon is giving you a list of your most important keywords your most important Search terms now of course when you did your

initial keyword research using tools like the helium 10 Magnet or cerebral tool you would have found a lot of these keywords but there's probably quite a few keywords in there which you didn't actually find when you're doing your

keyboard research and Amazon's saying hey these keywords are imported to your product so I would take the top 100 to 200 search queries scored keywords in

this tool and number one make sure that they're included in your listing copy so re-optimize your listing and guys if you want to watch a whole video about listing optimization I put one out a couple of weeks ago so I'll put a link

up here and down in the description but yeah I would say take these keywords make sure you've added them to your listing and improve your listing optimization and then also add them to

your research and PPC campaigns so this should be a manual keyword targeting research manual keyword targeting PPC campaign with two ad groups one with

broad match one with phrase match and you want to Target all of these keywords in that PPC campaign so before you launch a product before you're selling obviously use the helium 10 Magna and cerebral tools to do your keyword

research but once you are brand registered and selling you need to use this tool to basically do keyword research again using real data and then

you can use these keywords to reoptimize your listing and also add into your PPC campaigns okay so let's move on to the third tool out the six which is the demographics tool now unfortunately the

demographics tool doesn't work in the UK at the moment but I am going to run through it because I'm hoping that Amazon will actually allow it to work in the UK okay Marketplace but for now just bear in mind that it only works in the

US Marketplace so the way that this demographics Tool uh works is again you select your Marketplace which is only the US for now you then select your reporting period

and uh here you cannot select a specific Asin you can only select one of your Brands and then you click apply and what this tool is going to do is it's going to show you the spread the demographic

spread for the purchases of your brand so it will tell you what is the main age range that's purchasing your brand what is the main income of the people

purchasing your brand and then finally what is the education gender and marital main marital status and the way that you want to use this tool and the way that you can use this data is to adjust the

way you write your product listings so for example let's say you use this tool and you found or you discovered that 70 of the people that purchase your product were female and only 30 were male what

you would then want to do is you'd want to take that information and maybe adjust the way that your product listing is written you might want to adjust your images and you want to adjust those in a

way that's going to appeal more to women than it will to men it's the same exactly the same principle if you find that your main demographic for instance

is people who are 65 and plus you would want to change the language in your product listing for maybe a little bit a little bit less kind of young and hip to a little bit more formally written

because that's what people in the older generation are going to respond better to and by doing that you're going to be optimizing your listing to have a high conversion rate specifically for the

people that you know purchase your product the most um so that is the way that I would use that demographics tool okay so let's talk about the fourth tool which is the Amazon search term tool now I really like this tool because it's a lot of fun

to play around with because using this tool you can really look at metrics for any search term you like regardless if it's connected to your product so let me show you how this tool works so firstly

you can select a department I'm gonna just leave this as all departments um and then you need to select a date range so let's select monthly and then click apply

and then finally what you want to do is select a search term so for example let's say that we sell laptop stands you could write laptop stand here and then click apply if you

don't get any data like this you just need to select a slightly further away uh time frame you often can't look at the closest few days so if we click that we should get some data here we go and

then what the tool will do is two main things number one it will show you the three most clicked and purchased asins for that specific search term and then

number two it will show you all of the related Search terms to that first search term and again show you the three most clicked and purchased asins for those related Search terms so let's have

a look at the main search term that we just searched which was laptop stand what you can see is that for the search term laptop stand this asyn gets the most clicks and the most sales then if

we scroll a little bit further you'll see that you see the Click Share and the conversion share that this Asin has then we can see the second most clicked and converted Asus in and then the third and

we can see that for all the related Search terms so how can this data be helpful for you well there's really two ways the first way is that if your product is in the top three most clicked

and purchased Asians for a specific uh search term then you can actually see what your click-through rate and your conversion rate compares to the other two in the top three and you can keep a

track of that the second way that this tool can help you is that if you are not in that top three you're still able to see who the top three are so you can click in to those other top three

competitors who have the most clicks and most sales for these main Search terms and then what you can do is you can look at their listings and look at the things that they're doing right why are they

the most clicked why are they the most purchased uh asins for that specific search term and then you can try and adopt some of the best practices that they're doing to try and help you increase your click-through rate and

conversion rate okay so let's talk about the fifth tool which is called the repeat purchase Behavior tool so what this tool will do is it will allow you to see what percentage of your total

sales are made by repeat customers for each of your asins over different time periods so what you can do here is leave category all selected subcategory or brand or and then you want to select a

reporting range and then leave it as view by Asin and then what you'll see below is the list of all of your asins and then the number of total orders for

each Json the number of orders from unique customers and then the percentage of repeat customers and in my opinion this tool is really only helpful for one main thing and that's to work out

whether you should be using this subscribe and save option with Amazon so if you find that very few like under one percent of your orders over the last

quarter for example offer and repeat customers then you probably don't want to bother adding the Subscribe and save option to that Asin if on the other hand you find that five percent of your

orders are coming from repeat customers then to try and encourage you can you know that this is a product that customers are buying again and again and that is going to be helpful to add the

Subscribe and save option so if you see that you can then go into Seller Central and add a subscribe and save option where customers are going to save 5 or 10 if they've subscribe to getting your

product on on repeat on a regular basis so that's how I would use this tool now let's talk about the fifth and final tool which is called The Market Basket analysis tool and again I really like

this tool because this tool is really helpful at allowing you to discover kind of two new opportunities number one cross-selling opportunities and number two bundling opportunities

so what this tool is going to show you is for each of your acins what are the top three most purchased asens alongside or at the same time as that Asin so for

example let's say that you sell a laptop stand this tools show you what are the top three most commonly bought products in the same basket as your lap laptop stand so like I said this could help you

do two different things the first thing is to discover cross-selling opportunities so for example let's say that you find that the most commonly brought acid with your laptop stand was

a laptop cooling fan then what you may want to do is also launch a laptop calling fan as a separate Asin and then cross sell it on your product listing in the a plus content so when you're

creating a plus content one of the blocks that you can actually add is a block that looks like this and this is called a product comparison block and what you can do here is you can advertise the other products that you

have that you think the customer will be interested in so obviously if you launch a laptop fan you can advertise it in this product comparison chart so when customers are looking at your laptop

stand they also buy a one of your laptop cooling fans alongside the laptop stand instead of one of your competitors right because you know people like to buy those two products together instead of cross-selling what you could also do is

use that data to create a new bundled Asin so for instance you could create a new Asin that's a bundle of a laptop stand and a laptop cooling fan and sell them together as a bundle and obviously

because there's only one fulfillment fee you're going to be able to charge a lower total price for those two units together and it's convenient for the customer just to buy them together as one bundle so hopefully that bundle would sell well if you know that people

like to buy them individually together in the same basket okay guys so that is how you use the new brand analytics Suite of tools inside a cell essential I hope you found the video useful if you did don't forget to give the video a

like and make sure you're subscribed to the channels so you never miss another video and I'll see you in the next next one