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Amazon seller analytics tools are first party and/or third party software solutions that provide Amazon sellers with pertinent information on the performance of their product listings.
Amazon provides its sellers with a platform (called Amazon Brand Analytics) to see important data points on the performance of their product listings. It includes an Amazon Search Terms Report to see how many clicks and conversions your product listing is receiving for specific keywords, a Repeat Purchase Behavior Report to see how many first-time and repeat buyers you have for a given product, a Market Basket Analytics Item Report to see the other items commonly purchased during the same transaction when they buy your product, along with a few additional reports.
Beginning in 2020, Amazon Brand Analytics (ABA) is free to all registered Brand owners. However, you do need to go through the Amazon Brand Registry steps in order to see this in your account.
In order to access Amazon Brand Analytics, you have to login, click on ‘Reports’, and click on ‘Brand Analytics’. Brand Analytics is the primary dashboard that allows you to access all of the Amazon seller reports they provide.
While Amazon Brand Analytics is extremely helpful, there are a few tools that are necessary to analyze product listing performance that ABA doesn’t provide.
Keyword Tracker enables you to see how your product listing is performing for your keyword targets, which can signal if you need to re-optimize your listing.
Market Tracker is necessary for seeing your products’ overall market share.
Profits enables you to track sales metrics (gross revenue, net profit, orders, units, refunds, etc.).
While you don’t necessarily need these tools, they dramatically improve your ability to make informed decisions and maximize your Amazon Store’s profitability.
What you should look for in an Amazon Brand Analytics tool is something that will provide you with meaningful insights that will help you see the full picture of your product listings’ performance. Amazon Brand Analytics provides you with roughly 60-70% of the full picture, but you’ll need a keyword tracker to see how well each product is performing for important keywords, a market tracker to see how you stack up against the competition for those sets of keywords, and a sales tracker to understand the financial health of your products. All of which Helium 10 provides.
You need an Amazon analytical tool because it will enable you to identify which products are performing well and can be left alone, as well as identify underperforming products that may need optimization or to be removed all-together from your store to remain profitable.
The best Amazon analytics tool for Amazon sellers won’t be an individual tool, but a combination of tools such as Amazon Brand Analytics and Helium 10’s Profits, Keyword Tracker, and Market Tracker. These tools will provide you with a comprehensive look into areas of your Amazon Store that are performing well, but also enable you to identify what’s underperforming and may need some improvements.
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