Amazon Customer Shopping Journey with Amazon Brand Analytics

Amazon recently launched new tools and reports that provide a holistic view of brand metrics and customer insights. The Brand Analytics dashboard has an extensive amount of data ranging from top search terms and search volume to demographics and customer loyalty analytics. In order to access this dashboard, Amazon sellers need to be enrolled in Brand Registry. This data can help brand owners identify the most relevant keywords for their category and see how they rank compared to competitors. This information can also provide sellers with insights into the customer’s shopping journey and recommendations for improving brand loyalty. Until recently, this type of data was not available on Seller Central. These detailed reports can give brand owners a major advantage, however, this information is often underutilized. The metrics in this dashboard help brand owners make data-driven decisions to improve their advertising campaigns, search engine optimization, and overall merchandising.

Over the past few years, Amazon has been expanding the data and reporting analytics available to sellers, starting with the Product Opportunity Explorer tool that gives sellers valuable keyword, search volume, and competitor data for specific categories. This data can be used to develop successful advertising campaigns and to effectively merchandise product listings to stay competitive. This post will explore the customer journey analytics dashboard, customer loyalty reports, keyword and customer search term data, and the consumer behavior analytics reports.

Customer Journey Analytics Dashboard

The Customer Journey Analytics dashboard segments and defines a brand’s customers during their shopping experience. The dashboard breaks down the key metrics in each of the 4 stages of the shopping journey: Awareness, Consideration, Intent, and Purchase. The awareness stage shows the number of customers who have viewed your product listings or searched for your brand but didn’t make a purchase in the past 12 months. It also shows the percentage of people searching for your brand and recommendations for reducing drop-off and lost interest. The consideration stage shows customers that viewed your brand store or detail pages in the past 12 months and provides insights about high-potential customers. High-potential customers are predicted to be the most likely to purchase based on Amazon’s machine learning model that factors in 100 behavior and affinity attributes from the past 100 days. The intent stage includes customers who have added a product to their cart or saved a product to their wish list. The purchase stage has metrics about new-to-brand customers and repeat purchases. Each stage of the customer shopping journey has unique metrics and recommendations for increasing engagement. Brand owners can use this dashboard to identify when most shoppers drop off in their shopping journey and take action to improve their conversion rate. 

Customer Loyalty Reports

The Customer Loyalty Analytics dashboard is split into brand and segment views. Amazon uses the Recency, Frequency, and Monetary Spend (RFM) methodology to segment customers into 4 categories: Top Tier, Promising, At Risk, and Hibernating. Brands can reengage with At Risk and Hibernating customers by providing brand tailored promotions or by increasing sponsored display remarking campaign targeting. The segment view of this dashboard allows sellers to analyze each customer group further and discover new ways to engage with shoppers who haven’t purchased recently. When used effectively, this data can help brands stand out compared to competitors and increase the number of loyal, repeat customers. This data should be used in conjunction with Amazon Advertising Brand Metrics reports to understand how customers are engaging with your brand.

Keyword and Customer Search Term Data

The Search Analytics reports provide crucial keyword and search volume data along with several options for filtering the data. Sellers can use the Top Search Terms report to find the most frequently searched keywords for a specific brand, ASIN, or category. This data allows brand owners to see how their products rank on top search results and identify keywords that are used by customers to find similar products or competitor brands. The Search Catalog Performance and Search Query Performance reports can each be used to better understand how shoppers search for and purchase products on Amazon.

Consumer Behavior Analytics Reports

The Consumer Behavior Analytics dashboard contains reports on customer demographics, market basket analysis, and repeat purchase behavior. Brands can use the demographics metrics to tailor their marketing efforts for specific customer groups. The market basket analysis report shows products that are frequently purchased together. These ASIN combinations can be used to create virtual bundles and to promote complementary products. The repeat purchase behavior report can help sellers identify opportunities to use subscribe and save coupons and increase brand loyalty. 

Conclusion

Brand owners should take advantage of the new reports and metrics offered in the Seller Central Brand Analytics dashboard. Sellers should begin by defining a goal or objective such as increasing brand loyalty, improving conversion rates, or reaching new customers. From there, they can select the reports that provide the most valuable information for achieving this goal. For example, brands that are looking to target more relevant customer search terms and improve SEO can utilize the Search Analytics reports to see which keywords should be included in the product listing and advertising campaigns. The wide range of metrics offered in Amazon’s Brand Analytics Dashboard creates opportunities for every brand to improve their merchandising and advertising efforts through data-driven insights.

FAQ - Frequently Asked Questions on Amazon Brand Analytics

Can all Amazon sellers access the Brand Analytics reports?

No, only sellers enrolled in Brand Registry can access these reports. If you believe you should have access to these reports but don’t see them in Seller Central, contact the Seller Central account administrator and check the user permissions or check to see if you are brand registered.

How can I find the Seller Central Brand Analytics Dashboard

Login to Seller Central and navigate to the menu in the top left corner. Hover over “Brands” and select “Brand Analytics” from the list of options.

Can I view the data in the Brand Analytics dashboard for other brands?

For most reports, sellers are only able to view information for one of their registered brands. However, the Top Search Terms report allows brand owners to view customer search data for any brand or ASIN.

What data is included in the new Customer Journey Analytics dashboard on Seller Central?

This dashboard contains key metrics for each of the 4 segments of customers during their shopping journey. The 4 segments are Awareness, Consideration, Intent, and Purchase.

Which reports should I use from the Brand Analytics dashboard?

Before analyzing the data from the Brand Analytics dashboard on Seller Central, determine your goals. The reports and recommendations for increasing awareness and brand recognition will be different than the insights for increasing conversion rates. Depending on your goals, the Brand Analytics dashboard has a variety of reports to help you take action and see results.

How can I find keyword, search volume, and competitor data on Amazon?

You can find valuable keywords, search volume, and competitor data for specific categories using the Product Opportunity Explorer tool.

About the Author - Stella Nelson

This post was written by Stella Nelson, an Account Manager at Goat Consulting. Stella helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. Stella has experience and expertise in market research and competitor analysis that align with the overall Amazon selling strategy and goals for her clients.

Brand Analytics Demographic Report on Amazon Seller Central

The Brand Analytics Demographic Report on Amazon Seller Central provides key insights about customers, which can be used by sellers to better understand who is buying their products.  Amazon provides a range of reports that help sellers with inventory management, sales, advertising optimizations, and more. One unique tool offered to Amazon sellers is the Demographics report, located in the Brand Analytics dashboard.  This report summarizes demographic information about a seller’s customer base, including age, gender, income, and more. The dashboard further breaks down the reporting range, allowing you to filter by date. With so much data, it can be difficult to interpret and effectively utilize this information. By breaking down the information and analyzing the key metrics, sellers can identify opportunities to customize their product offerings and connect with shoppers. This article will walk through the basics of the Seller Central Demographics report, including an overview of what the Brand Analytics Demographics report is and who can use it, how to pull a demographic report on Seller Central , and analyzing the demographic information to derive key insights about your customers.

Brand Analytics Demographics Report Overview

The demographics report on seller central is an analytical tool that helps sellers learn more about their customers.  The tool provides information about the customers, including their age, income, education, gender, and marital status.  This data can be used to connect sellers to their customer base and better tailor to their needs.  Each demographic metric contains valuable information that can tell a story and illustrate more about the customer.  When combined with other Brand Analytics reports, like Repeat Purchase Behavior and Market Basket Analysis, this report can help sellers and marketers create a clear picture of who their customers are and what they are looking for from the brand.

The Amazon demographics report allows the seller to view weekly, monthly or quarterly data.  Sellers that have multiple registered brands or who sell a variety of products can also filter this data by the brand name or product category.  Once a category, brand, and reporting period have been selected, the report summarizes data for the Unique Customers and the Unique Orders.  The report shows a total count of unique orders and unique customers for each demographic cohort.  It also provides the percentage of the total and the change in percentage compared to the last reporting period.  The report also conveniently breaks each demographic down into groupings, making it easier to interpret the data.  For example, the age is split into 6 groupings, making the information much easier to comprehend.

How to Pull a Demographic Report on Seller Central and Organize the Data?

The demographics report on seller central is located under Brand Analytics.  Brand registered sellers can find this report by navigating to the “Brands” tab of seller central, clicking “Brand Analytics”, and then selecting “Demographics” at the top of the page.  At this point, filter the report by the reporting period, brand, and category. Sellers can then view the report at a glance or can download the data and identify further insights by using a pivot table and other excel functions. 

When analyzing the report using excel, organize the data so that it is easier to read and understand.  If pulling data from multiple reporting periods, make sure that the data is separated to avoid later confusion.  To gain further insight, create a pivot table from the data. Pivot tables can help you identify patterns and trends in the data along with making comparisons between different groups.  

Analyze the Demographic Information and Derive Key Insights About your Customers

Overall, the demographics report contains a lot of valuable information.  So what can an Amazon seller do with all of this data?  Marketers and Advertisers place a lot of emphasis on demographic reporting because it can help brands connect with their audiences and identify ways to improve communication with their customers.  For this reason, it’s important to understand how each metric can be used.

Age and Gender Demographics

Age and gender are often a major focus since these details can predict a customer’s interests and lifestyle. People that fall into the same age group and gender often have similar interests and shopping habits. 

Income Demographics

Income is another important factor since it indicates the level of discretionary spending that the customer has.  This data is useful for showing the products that are considered essential, in which every income grouping purchases them at the same level, vs products that are more luxury, in which the product is purchased more often by customers with higher incomes. 

Education Level and Marital Status

Education level and marital status are great for predicting lifestyle behaviors and customer priorities.  Married people often spend differently than single people because their expenses are shared and they are more likely to be shopping for a family.

Education Demographics

Education level can indicate customer priorities and may correlate strongly with brand values and ethics.

Once you better understand these details about your customers, you can begin building out demographic cohorts.  Cohorts are a group of people with shared characteristics.  With this data, a brand may realize that the majority of their customers are married women with an income level over $100,000.  The brand can then use this information to communicate their products’ attributes and overall value to fit what the customer cares about most.  In this case, the brand may communicate that their products are great for busy parents or kid-friendly.  The brand can also utilize this information when advertising, by picking more relevant audiences and aligning their offerings with similar brands.  There are many opportunities for growth for brands that utilize the Brand Analytics demographics report.  The key to successfully using this information is identifying what the customers have in common and how this translates to their shopping behaviors.

Frequently Asked Questions on the Brand Analytics Amazon Demographics Report

How many orders are needed for a seller to have access to a demographic report?

At least 100 unique customers are needed to access a demographic report.  If you don’t have that many customers, try increasing the reporting range to monthly or quarterly.

What metrics are included in the Seller Central Demographics report?

Age, income, education level, gender, and marital status are included in the Seller Central demographics report. 

Can I search for a specific ASIN in the demographics dashboard?

Yes, sellers can search for a specific product by using the ASIN search box at the top of the report dashboard.  Note that this feature is currently only included in the old version of the dashboard.  It may be available on the new version of the analytics dashboard at a later date but currently is not.

Do I need to be brand registered to access the demographics report?

Yes, sellers need to have a registered brand on seller central in order to access Brand Analytics and its reports.  For help with registering your brand on Amazon, click the contact button at the bottom of the page.

How often can I pull a demographics report?

You can pull demographics information as often as you would like, but the reporting data updates for weekly, monthly, and quarterly periods.

Where to find Amazon brand analytics?

You can find Amazon brand Analytics on Seller Central by going to Reports -> Brand Analytics.

How can I learn about my customers on Amazon?

The demographics report combined with other Brand Analytics reports can help you build a profile for your customers and identify what they share in common.  You can then use this information to conclude what they value and how you can communicate your product offerings to them.

What other customer reports are available on Seller Central?

Brand Analytics offers multiple types of reports, including market basket analysis, Amazon search terms, Search Query Performance, Repeat Purchase Behavior, and more.

Conclusion

The demographics report on Amazon seller central is a great tool that should be utilized by all brand registered sellers.  The tool allows brands to see who their customers are and learn about their shopping habits.  This information can be used to improve product copywriting, advertising, and overall brand positioning compared to competitors. By using the demographics report, brands will better understand their top customers and be able to connect with them more by catering to their needs.  For more help with reporting and brand building on Amazon, click the contact button below.