Brand Analytics is a feature in Amazon that contains valuable insights to empower Brand Owners to make informed, strategic decisions about their product portfolio and marketing/advertising activities.
You can find Brand Analytics under the Reports tab in Seller Central/Vendor Central, where Brand Owners can access the following reports:
Note: You must have Brand Registry to gain access to Brand Analytics reporting.
Within Perpetua's dashboard, you can view the following Brand Analytics metrics pulled directly from Amazon's Search Terms report:
Search Frequency rank = The numeric rank of a specific search term’s popularity when compared to all other search terms during a given time period.
Click Share = Percentage determined by the number of times Amazon customers (in aggregate) clicked on a particular product after searching for a given term, divided by the total number of times Amazon customers (in aggregate) clicked on any product after searching for that term.
Conversion Share = Percentage determined by the number of times Amazon customers (in aggregate) bought a particular product after searching for a given term, divided by the total number of times Amazon customers (in aggregate) bought any product after searching for that term.
ASIN Click Rank = If your ASIN is one of the top 3 most-clicked ASINs for the given search term, you will see a rank from 1 to 3 displayed for this metric.
1 = Most clicked ASIN based on the search results in the selected time frame.
2 = 2nd most clicked ASIN among the search results for the indicated search term in the selected reporting time frame.
3 = 3rd most clicked ASIN among the search results for the indicated search term in the selected reporting time frame.
What regions can access Brand Analytics metrics?
Where can I view these metrics in Perpetua?
There are a few places in the dashboard where you can view these brand analytics metrics:
Search Rank tab (located in the left-hand menu)
You'll be able to add both Search Frequency Rank and ASIN Click Rank as reporting columns in your Search Rank table to view them alongside each search term.
If you click into a specific search term, you can then add both Click Share and Conversion Share as reporting columns in the products table. You'll also be able to graph Search Frequency Rank and ASIN Click Rank on this page view as well.
If you click into a specific ASIN, you can then graph Search Frequency Rank, ASIN Click Rank, Click Share, and Conversion Share in this page view.
Goal Deep-Dive Search Rank tab (located within a Sponsored Products goal view)
You'll be able to add both Search Frequency Rank and ASIN Click Rank as reporting columns in your Search Rank table to view them alongside each search term.
If you click into a specific search term, you can then add both Click Share and Conversion Share as reporting columns in the products table. You'll also be able to graph Search Frequency Rank and ASIN Click Rank on this page view as well.
If you click into a specific ASIN, you can then graph Search Frequency Rank, ASIN Click Rank, Click Share, and Conversion Share in this page view.
