Product Research With Brand Analytics

Richard Morgan
April 8, 2019

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Brent comes to us to cover Brand Analytics, talking through how his Agency AMZpathfinder.com is benefiting from Brand Analytics, how the data is Amazon’s own and is so precise and accurate that he thought someone at Amazon was going to get fired.

The new URL is brandanalytics.amazon.com
This takes you to a slightly different page
Allows you to use the top right drop down like running different accounts

Using Brand Analytics for Product Research

Another way to start product research – not replacing other tools out there
We base it on search term
Can change the reporting range (daily, weekly, monthly, etc)
Danny finds it quite buggy, Brent clears his chrome cache completely every month

Product Research

Starting with the keyword first
Got 1.185m showing currently which can be filtered
If you’re in discovery mode
You can download the report and scroll down to look for search terms
‘Oyster Grill’ was one that Danny & Brent saw earlier
Starts to manoeuvre you away from the bottom and the top keywords
You can start with a search term itself – like ‘oil’ is where Danny started
By continuing to scroll you can come up with ideas
Gives a new nuance on product research – different approach to other product research tools (not fishing from the same pool as everyone else)
Use the tool, scroll down and randomly look at search terms
Brent saw that using ‘oyster’ as a search term came up with some good ancillary products around the one off Oyster Grill that was found
Using ‘period searches’ you can plan for this Halloween by reporting on last year’s Halloween period

Brent’s Searches

Single or double word keywords and sort by search frequency
Start with a single word and download the data to work from there
Looking at Easter Basket stuffers – lego, slime products
How to find that niche in the right time periods to get the right balance
Knowing that iPhone 8 cases will sell is a no-brainer but can you compete?
No good picking a niche that is a one-horse race due to a single search-term
Use it as a reverse ASIN – put it in the 2nd search area on the right
Take those results and use them for ASIN targeting
STEM – put in pillows and get thousands of results, use ‘neck pillow’ and has a more limited return
You’ll get a lot of terms that STEM from ‘neck pillow’ – like neck pillows for men…
A good application of a ‘phrase match’

Access to Amazon’s own Data

This data is a lot more accurate and precise now
Amazon data is being made available here
Brent thought someone at Amazon was going to get fired when Brand Analytics came out

Metrics Confusion

No 1 click-share is the just percentage of the total clicks that the ASIN received for all ASINs (not the click-through rate of the ASIN) won’t add up to 100% across top 3
Conversion share does not represent the conversions for a given search term it’s the % total sales that each of those ASINs received for that keyword
These can be confusing as some have discovered
Changing the reporting range with no filters applied gives less results for a wider timeframe, we don’t understand why this happens…confusing!