This episode offers an unprecedented deep dive into Amazon Brand Analytics, Search Query Performance, and Product Opportunity Explorer, directly from Amazon Senior Growth Consultants. Learn how Amazon collects and uses these data points, and discover actionable strategies to leverage them for optimizing listings, improving ad campaigns, and identifying market share opportunities.
Key takeaways
Understand the de-normalized search volume in Search Query Performance, where multiple searches by the same customer within 24 hours, or clicking back/next page, each count as a separate search. This fundamentally differs from normalized data in tools like Helium 10.
Utilize the ASIN view in Search Query Performance to see specific product performance and identify top 10 ASINs for any given search term, including their impression and click data, to gauge competitor performance and market share.
Leverage the fact that both organic and paid placements (e.g., sponsored brand, sponsored product) count as impressions in Search Query Performance. If your product appears twice on a page (organic and paid), it counts as two impressions.
Recognize that multi-unit purchases (e.g., three of the same ASIN in one order) are counted as a single order in Amazon’s data, impacting how you interpret purchase metrics.
Analyze click share vs. impression share in Search Query Performance to identify products with high buyer interest despite lower visibility, indicating optimization opportunities for listings or ad targeting.
What does this episode say about amazon & marketplaces?
Understand the de-normalized search volume in Search Query Performance, where multiple searches by the same customer within 24 hours, or clicking back/next page, each count as a separate search. This fundamentally differs from normalized data in tools like Helium 10.
What does this episode say about analytics & attribution?
Utilize the ASIN view in Search Query Performance to see specific product performance and identify top 10 ASINs for any given search term, including their impression and click data, to gauge competitor performance and market share.
What does this episode say about product & merchandising?
Leverage the fact that both organic and paid placements (e.g., sponsored brand, sponsored product) count as impressions in Search Query Performance. If your product appears twice on a page (organic and paid), it counts as two impressions.
What does this episode say about amazon & marketplaces?
Recognize that multi-unit purchases (e.g., three of the same ASIN in one order) are counted as a single order in Amazon’s data, impacting how you interpret purchase metrics.
What does this episode say about amazon & marketplaces?
Analyze click share vs. impression share in Search Query Performance to identify products with high buyer interest despite lower visibility, indicating optimization opportunities for listings or ad targeting.
