The epidemic that began in 2019 made a lot of money for sellers in 2020. With the wave of store closings in 2021, Amazon Platform sales have moved out of the “post-epidemic” era. As more sellers focus on improved operations, we must perform alternative data analyses. Statistical analysis by hand is time-consuming, and some data can’t be observed without a tool.
So, what tools do we have?
In fact, Amazon’s backstage has slowly let a lot of data analysis tools, the data is very targeted and accurate. We still need third-party plug-ins to analyze, but Amazon will likely provide more tools in the future.
Let’s look at the tools we can use next. Even the background ones are free, which is more than 90% of them.
Analysis Tool for Brands
Brand Analytics can now look at data from more than one angle. We know what these analysis functions look like and how to look at each one individually.
All of the products’ search results
View data by ASIN dimension for the past week, month, or three months. This module shows the data for all ASINs under the store’s registered brand. This means that if your brand is allowed to be sold in the B store, you can also see the product data for your brand sold in the B store.
We can see the number of impressions, upsells, sales, and conversion rates.
Performance of Search Term
View the performance of each keyword under our brand and ASIN view. Using the keyword as the dimension, we can see the total market impressions, the click-through rate of each keyword, and the share of our brand or ASIN.
The following pictures make it easy to see the total number of additional purchases for each keyword, the number of purchases, and the number and share of additional purchases and purchases of our brands or products. The “mosaic” part shows the keyword information.
With such clear data, if a certain keyword is bought a lot but our brand share is low, can we target this keyword in a very targeted way? At the same time, by looking at the click-through rate in the screenshot above and the purchase rate in the screenshot below, we can figure out which keywords for our products lead to more sales. If this word gets a lot of traffic, we can focus on This word’s placement pushes its natural position through advertising and off-site channels.
Search terms on Amazon
We can use this tool to check the keywords of our own ASINs and those of our competitors.
When you search for “coffee cup,” related words and rankings will come up. We can figure out what’s going on in this market segment. If the frequency ranking is low, this market segment isn’t that big. The top three products that people click on and buy with this keyword are listed below.
Repeat Purchase Behavior
With this tool, you can figure out how often people buy your products again. We should think about marketing to old customers for products that people buy again and again. Then you can think about advertising with SD’s product purchase remarketing. You can judge the delivery cycle by the week, month, and quarter that the tool shows you. This will help you figure out which cycle has the highest repurchase rate.
Shopping Cart Analysis Tool
This tool can see which products customers will add to our products, so these ASINs can be added to the product when the product is associated or placed. If this piece of traffic is gotten when the ad is placed, another traffic entry will be made for the product.
Through this, you can get a general idea of who buys your products, their age range, gender, level of education, family income, and whether or not they are married. This depends on your own product to figure out if it needs to be changed.
These are the tools used in the ABA sector to look at data. Some data can’t be exported right now, and it’s hard to make copies of them, but Amazon knows what everyone needs and is making changes quickly. The analysis will be done as soon as these data are downloaded. It will be easier, and I look forward to it.