Amazon Brand Analytics, referred to as ABA, is only open to sellers who has enrolled brand on amazon and can help owners analyze keywords on depth
Currently, the brand analysis function mainly includes five modules:
Amazon keyword search, repeat purchase behavior, market basket analysis, product comparison and alternative purchase behavior, audience statistics.
The Seller Sprite’s [ABA search terms] and [Keyword explorer] functional data come from ABA’s Amazon keyword search function.
Keyword explorer. Click here
The ABA search terms are, the most commonly used search terms in the Amazon during a specific time period, the search frequency ranking of each term, and the top three products that buyers overall clicked on after searching for that term.
What we can do here
1. Check keywords of a certain ASIN
Amazon official explanation:
Click share on Amazon keyword searches is the number of times buyers clicked on a specific item after searching for a specific term divided by the total number of times buyers overall clicked on any item after searching for this keyword.
Conversion share is the number of times Amazon buyers overall purchased a specific item after searching for a specific term divided by the total number of times Amazon buyers overall purchased any item after searching for that keyword.
After entering a specific ASIN, you can get the keywords of that ASIN, that is the buyers clicked and converted on the ASIN after searching for the keyword.
You can see there are 195 search terms this particular ASIN get among top 3 clicked products last week.
2. Analyze the market of a certain category for specific keyword
On Amazon, buyers mainly search for keywords to find target products. The keyword search frequency ranking in Amazon keyword search is a relative indicator, which refers to the numerical ranking of the popularity of a specific search term compared to all other search terms in a given time period. It quantifies the popularity of a specific search term relative to other search terms over a period of time and can reflect the demand of its corresponding market segment.
For example, the keyword Bamboo pillow SFR was 20.790 December 17 2023-December 23 2023. The top 10 keyword search rankings in this niche are all within 20,000, and the market capacity is large.
3. Expand keyword research
This is the most basic function of this tool. Enter a core keyword to expand on the search terms to obtain related long-tail keywords. The query results contain the search terms.
For example, if you enter the keyword storage bins, you can expand long-tail keywords that include the root of storage bins, and these keywords would be more specific and would have better conversion rate
For more keyword expansion methods, please use Seller Sprite keyword mining and reverse ASIN tools.
4. Understand market competitiveness
Seller Sprite indicate Click share and conversion share of each keyword, which refers to the proportion of the clicks of the top three ASINs on a certain keyword search results. If 3 most clicked products get 50-60% of total market click under specific keyword so this is mainly dominated keyword. Generally speaking, the higher the click concentration, the higher the degree of competition.
For example, if you enter the keyword home alone, you can see that the click concentration of the top three keywords all bigger than 70%.
That is to say, more than 70% of the clicks for this particular keyword are going to these three products, and other products can only share the remaining of the traffic.
5. Optimize your own products
By entering a keyword, you can find the top three products under the keyword, and you can also see their overall click concentration, likewise you can analyze conversion share. Analyze your competitors and see why they can get in among 3 most clicked product but you not and by comparing different metrics you can optimize your listing.
User Comments