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Helium 10 Buzz 6/15: Brand Analytics Removes Features

In this episode, we cover the latest news about Amazon, answer your frequently asked questions, and show you around the Listing Analyzer tool.
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18 minutes read

We’re back with another episode of the Weekly Buzz with Helium 10’s Brand Evangelist, Lem Turner. Every week, we cover the latest breaking news in the Amazon and E-commerce space, share exciting announcements, and provide a training tip for the week.

From June 30, 2022, the Item Comparison and Alternate Purchase Behavior dashboard within Amazon Brand Analytics will no longer be available.

Microsoft Bing has quietly launched a new retail marketplace to compete against Google.

Lem also answers your most frequently asked questions like, Will deleting my SKU ruin everything? Is Manage Your Experiments worth doing? Should I do a % off coupon or $$$ off coupon?

Helium 10’s Chief Evangelist, Bradley Sutton, closes out the episode with the Pro Training tip of the week on how to use our newest tool, Listing Analyzer.

In this episode of the Helium 10 Buzz, Lem talks about:

  • 01:00 – Brand Analytics Removes Features
  • 01:30 – New Suggested Bids For Amazon
  • 02:45 – Bing Launches New Marketplace
  • 04:00 – Lem Answers Your Frequently Asked Questions
  • 08:45 – Listing Analyzer Overview
  • 15:00 – Join the Bigger Better Launch Webinar Tomorrow!

Transcript

Lem:

Hello everybody, and welcome to another episode of the Helium 10 Weekly Buzz. My name is Lem Turner, and this is a show where we get you familiar with the latest news in Amazon and e-commerce space interview people in an industry that you need to hear from and provide you with a training tip of the week that will give you serious strategies for serious sellers of any level in the Amazon, Walmart and e-commerce world. So let’s see what’s buzzing this week. Today. We’re gonna be going over some of our top news of the week, including Amazon updates, Listing Analyzer, and talking about our bigger, better launch. Let’s go start first with our news of the week. First stuff we have our brand analytics, which is gonna be talking about it comes directly from Amazon Seller Central news piece to Brand Analytics is removing two of its features.

Lem:

It’s from removing the item comparison feature as well as the alternative purchase behavior dashboard. As of June 30th, they will no longer be available after that date. Now, according to Amazon seller feedback and usage data indicated that these dashboards weren’t as helpful as they originally thought. So they’re gonna be eliminating those and seeking to add in new features in 2023. What do you guys think? Moving on to our second news piece of the week, we have our suggested bit updates. So this was really interesting. This is something that I found just kind of like navigating the Amazon advertising console, which was really interesting of seeing Amazon suggested bids. Now, for all of those who are unaware about Amazon suggested bids, they provide you with bid suggestions based on the product and the keyword or product target that you’re looking to go after.

Lem:

Right? Just to give you an idea of what might be a competitive bid for that specific keyword target and for the specific product that you’re advertising on now. But however this isn’t available for all accounts, I would check to see if your account is has this feature. It’s able to tell the difference between regular days and special events. And so I’m thinking it doesn’t give you a specific definition as to what special events is, but I’m thinking that it’s Cyber Monday, Black Friday, maybe even Prime day. Be sure to check your advertising console, to see if you have this update because apparently it’ll show bits specifically for these special events up to 90 days prior to the event. As of right now, based on what I can see, it doesn’t show any data available right now, but I’m very interested to see just how much Amazon’s algorithm is going to increase these suggested bids for special events, maybe such as Prime Day.

Lem:

I don’t know, keep an eye out though. Moving on to our third news piece of the week. We have Bing launching a new marketplace. Now this is really, really interesting. So they quietly launched a new retail marketplace to compete against Google. It’s called Buy Direct and being aims to drive a modest 25 million in sales by 2023. Now a source has said that Bing claims that it is better than Google shopping and helping people discover products that they might be interested in purely because Bing lets people set their shopping preferences to show relevant products. For example, someone can choose to see fitness products or electronics and Google shopping ranks products with this algorithm that uses factors like what terms people have searched for and what they’ve looked at in the past. So that’s pretty interesting information to see that Bing is looking to kind of get competitive in this marketplace and only 25 million in while that might seem like a lot to the heavy majority of us to massive conglomerate like Microsoft.

Lem:

That’s not too much, right. So let me know what you guys think. Is this something to be keeping an eye out for? Maybe? Is this a new Amazon? I don’t know, we’ll see. All right, so that ends our news of the week. So now we’re gonna transition into some of our AMA of our most frequently asked questions here at Helium 10. So with our first question will deleting my SKU ruin everything. Now, what am I talking about in this scenario? It’s more specifically about when Amazon sellers are having issues with updating their content on the backend or the front end of Amazon. Sometimes when you make a case with Amazon Seller Support, they’re gonna suggest that you delete that skew from your inventory, wait 24 hours, and then re-upload it with proper information that you’re looking to change.

Lem:

Now, this can be really scary because even though they say it won’t affect your reviews, it won’t impact your sale, or it will impact your sales a little bit, but it won’t impact your reviews or it won’t impact your inventory or anything like that. It’s still scary to like delete something from the back end of your inventory and then have to reupload it. But we’ve done it here at Helium 10, we did it and we’ll be releasing a blog post about it soon about how we manage to fix items. And it won’t ruin everything. Actually, if you just follow what the seller support associate says, and you wait 24 hours, actually wait 24 hours and upload that new flat file. You’re gonna use that or inventory flat file. Then you can go ahead and make those changes and it would be okay.

Lem:

So don’t worry about having to delete your SKU. Obviously only do it. If the Amazon seller support associate recommends that you should do it, but keep in mind that if you do get to that point, that you won’t have any issues. And then as long as you file their instructions, you should be good to go and you won’t see any impact to your reviews or inventory. So moving on to our next question is manage your experiments worth doing now, manage your experiments is Amazon’s freed testing tool where you’re able to test things such as images or your product title, or even A+ Content, right? You’re able to compare and contrast. And what it’s going to do is essentially split your traffic into and drive half your traffic towards one version and the other half towards the other version, right? And it’s gonna give you a ton of data.

Lem:

Now, this may seem like, oh, it’s totally worth doing, but the reason why people often question this is because one you’re providing Amazon with your data information. So some people do have concerns about that. And two, it takes four to five weeks-ish to get results back. But I still think all in all is still a hundred percent worth it because one it’s free to everyone who’s brand registered. And two you’re getting data directly from Amazon, right? And this is invaluable data for you to be able to understand of, Hey, I’m able to consistently push the needle of conversion rate, a click through rate or whatever it is you’re looking to test by doing, and manage your experiments. And just by doing simple changes by maybe changing a couple words in your product title, maybe having a specific keyword in, in your image or anything like that you might be looking to advertise towards whatever it is you’re looking to make the change for or experiment on manage.

Lem:

Your experiments can be an extremely helpful tool for you. And we truly do think that it’s worth doing so go ahead, try it out. And in four weeks, let me know what you think. And for our third question of day, should I do a percentage off coupon or should I do dollars off coupon? Now that is definitely a great question that people have of when I do a percentage based coupon or a dollar based coupon, which one is better now, when it comes to the next question, often people usually assume because of large shopping sales, like Black Friday, Cyber Monday, we see a lot of brands and a lot of products doing it to percentage off coupons, but believe it or not, we have found that the dollar off coupons actually has a better conversion rate only because people don’t like to do the math.

Lem:

Right. That’s surprising, right? People don’t like to do math. So even if it’s, let’s say it’s 1995, but you’re offering 25% off. I’m like, oh, carry the one. Like that’s math. People aren’t trying to do that, I guess, apparently. But when you are selling somebody for 1995 and you say, Hey, five bucks off people immediately know, oh, cool. 1495. All right, I’ll go ahead and buy it. So based on what we’ve seen in a Helium 10 Facebooks groups. So if you haven’t been part of that, be feel free to go ahead, check that out based on what we’ve seen, the intent Facebook groups through our own selling channels. And just in the circles that we’re in, we’ve seen that the dollars and that the straight value of a dollar based coupon and promotion does convert better. It does lead to better conversions than a percentage based coupon. So definitely keep that in mind. Next time you’re looking to do a promotion or a coupon on Amazon. All right. Fantastic. Well, that does it for our questions of the week. So now let’s get into our tip of the week in the form of a video that shows us all about how you can quickly learn, and analyze the ends and outs of a listing.

Bradley Sutton:

Hello guys, I’d like to introduce you to the Helium 10 tool Listing Analyzer. Now this is a tool maybe that has functions that you are not familiar with because not many tools have anything like this. As a matter of fact, the full functionality of this tool, no tool out there has. So let me just explain maybe who would use this tool and under what circumstances. So, first of all, who is this tool for? Probably if you’re a private label seller, you would get the most out of this tool because what it does, it can give you at a glance, either a single product or group of products, some high level information about that product or products, plural. You can look at things such as how many reviews it has, what kind of listing optimization quality they have. How does it compare to the other products in their niche?

Bradley Sutton:

What are some of the top keywords that are generating sales potentially for that product or group of products? And then you can even get some advanced information such as their image strategy. So in this video, I’m gonna show you a lot of the different menus and columns and what they mean on how to look at one particular or one singular ASIN. And then the next videos, I’m gonna show you some more advanced features in the tool. You guys ready? Let’s go ahead and hop right into it. So I’m gonna be here first of all, in Amazon. And let me just copy the ASIN from one of these products here. Let’s go ahead and copy this one. I can just click on this and I’m gonna go ahead and go to listing analyzer now, and I’m gonna paste it right here. All right. Now, as soon as I paste it, it will goes ahead and recognizes as as an ASIN here in the later video, like I said, I’m gonna paste other ASINs here as well. I have the history right here of all of the searches that I’ve done. So I can pull that up here and let’s go ahead and analyze this ASIN.

Bradley Sutton:

All right. So first of all, let me just tell you that some of this information, depending on the level of Helium 10 account you have, you might not have full visibility, but if you have a diamond and above plan, you’re gonna see everything that I’m seeing here. All right. So since I entered only one ASIN, only one product is gonna show here and it’s showing me the listing quality score. I’m gonna get a little bit more into that and a little bit it tells me where the seller is from this one is from the Republic of Korea. This one here is the rating a review count how old the listing is, is fairly new. It’s only four months old, the retail price, estimated sales, and revenue, the fulfillment, how many keywords it has in the top 10 and of those keywords in the top 10, what is a total search form?

Bradley Sutton:

That’s actually pretty valuable information to see. You can kind of see its market penetration that way. Now, remember how I mentioned that there’s this listing quality score? Well, this is a lot more detailed than the one that we have in the Chrome extension. And here it breaks down that score. All right, so it’s 8.5. Well, what makes up this score? It talks about the title, not containing symbols the title having 150 characters at least or not, which is usually best practice. And, and again, guys, these are based on best practices. Overall. There might some categories where, you know, you can’t do 150 characters, but this is just a general best practice guideline and baseline that we have here. The first making sure the first letter of the bullet points is capitalized that the bullet points are not in all caps.

Bradley Sutton:

They actually got a negative mark because of that. And that they have at least a thousand characters in the description, or they have A+ Content. We also break down some of their media, you know, like do they, how’s the pixels that, how many do they have at least 1000 by 1000? How many images do they have? Do they have video et cetera. All right, now that’s a great way to look at the listing optimization. Here we look at some of the top products in that niche and then give you their market average. So here’s the product that we had. And as you saw up here, it had about 4,600 estimated sales, but the market average is about 5,000. So it’s right there around the average, here’s the average price you can see. That’s actually a very expensive product compared to other products in a niche.

Bradley Sutton:

How the number of reviews stack up and other parts here. One of my favorite parts is the top keywords analysis. So as you guys saw up here, there’s 221 keywords that it has in the top 10 and of those keywords, it has a total search volume of over 200,000. So basically every month, there are 200,000 searches where this product is showing up on page one, position one through 10, and you can see the position here of all of these keywords. If some of these are truncated, I can just put my mouse here and let me just make this a little wider so I can see the full keywords here. So we see a lot of branded searches. This is the Whitestone dome. It was one the last time Helium 10 checked and some general keywords here, like S22 ultra screen protector glass.

Bradley Sutton:

It was position one. And then you could see some of those keywords that are listed here. And then if I wanted to go out and see the rest of those keywords, I would hit here, see full list of keywords in Cerebro. So just by putting in an ASIN, I get tons of information here. One more thing I wanted to show you guys is what these symbols mean right here. This is Magnet. So if I wanted to search this keyword in Magnet and get some more keywords related to this, I can do that. If I just want to search this keyword on Amazon, I would hit this button. This button here shows that a different product showed up as Amazon’s choice for this keyword. All right. So it’s kind of like gray out here, if there is ever a full color Amazon logo, that means that this product itself was Amazon’s choice for that keyword.

Bradley Sutton:

The last time we checked, as we can see here, there are no keywords where it had Amazon’s choice for that keyword. All right. So again, guys, this is just an absolutely great tool to use, to get some high level information on a single ASIN, but where you really get the benefits guys is when you put multiple ASINs and you can put a lot of ASINs here, and that is when the magic happens. So make sure to check the next video so that you can understand what kind of information shows when you have multiple ASINs there and how you can use that information for your Amazon business. We’ll see you in the next video.

Lem:

So if you want to go ahead and check out that other video, you can go ahead and go to our healing attendant website. You can go ahead and dive into our Listing Analyzer tool, click on that learn button. You can go ahead and tune into next video so that you’re just not left on a suspenseful clip hanger, and you can learn what’s next. Well, before we sign off, I wanna remind you all of our upcoming Bigger, Better Launch. Now you do not wanna miss this upcoming webinar. Helium 10 has been working tirelessly to help sellers navigate the eCommerce landscape with inter innovative strategies, key takeaways, and the latest trends from the biggest players in the market, Amazon and Walmart. Joining this webinar is the only way to be the first to know about the biggest features and innovations from Helium 10 this month, we got new advertising attribution tools that’s better than Amazon and will save you time.

Lem:

New cutting-edge market data to transform your seller competition or transform your selling experience and new in depth competitive insights to outperform the competition, high level tips and tricks to add extra value to each tool and so much more. So be sure to go ahead and click on that link below and go ahead and check out he ten.com/launch, and you won’t find this information anywhere else. So be sure to tune in as Helium 10 launches, more product news, updates, and releases. So go ahead and be there. So that’s it for our Weekly Buzz this week. Oops, before I forget Bigger, Better Launch it’s tomorrow, it’s Thursday, June 16th at 11:00 AM Pacific standard time. So be sure to go ahead and register and tune in. Well, that’s it for our Weekly Buzz this week


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