This episode dives deep into the intricacies of Amazon Seller Central data, specifically focusing on Search Query Performance and Brand Analytics. The host, Bradley Sutton, shares his own case studies to demystify how Amazon calculates impressions, clicks, and purchases, revealing discrepancies and shedding light on what data points truly mean for sellers. This is a must-listen for Amazon sellers looking to accurately interpret their performance metrics and optimize their strategies.
Key takeaways
Don't blindly trust Amazon's Search Query Performance data; it often undercounts actual sales attributed to search, sometimes by as much as 75%.
Understand Amazon's specific definitions for impressions: they include both organic and sponsored products, count below-the-fold views, and can be triggered by refinements, potentially inflating impression numbers.
Be aware of purchase attribution limitations: Amazon's data only counts purchases made within 24 hours of the initial search and often doesn't attribute sales if customers navigate away or click multiple products.
Brand Analytics click data can be inconsistent and may not accurately reflect all user clicks, impacting your understanding of competitor engagement.
Conduct your own controlled tests using less competitive keywords to understand how Amazon's various analytical tools (Search Query Performance, Brand Analytics, PPC reports) track and attribute different user actions.
We’re back for part 2 of this series, and in this episode, Bradley’s going to talk about search volume and how the Amazon algorithm calculates it. Plus, more results of his case studies!
What does this episode say about amazon & marketplaces?
Don't blindly trust Amazon's Search Query Performance data; it often undercounts actual sales attributed to search, sometimes by as much as 75%.
What does this episode say about analytics & attribution?
Understand Amazon's specific definitions for impressions: they include both organic and sponsored products, count below-the-fold views, and can be triggered by refinements, potentially inflating impression numbers.
What does this episode say about amazon & marketplaces?
Be aware of purchase attribution limitations: Amazon's data only counts purchases made within 24 hours of the initial search and often doesn't attribute sales if customers navigate away or click multiple products.
What does this episode say about amazon & marketplaces?
Brand Analytics click data can be inconsistent and may not accurately reflect all user clicks, impacting your understanding of competitor engagement.
What does this episode say about amazon & marketplaces?
Conduct your own controlled tests using less competitive keywords to understand how Amazon's various analytical tools (Search Query Performance, Brand Analytics, PPC reports) track and attribute different user actions.
