The Categories dashboard allows you to drill down to specific categories and subcategories and reveal overall category performance, highest-converting brands, top products per category, customer loyalty, and retention.

Use the Categories dashboard to:

  • Monitor the performance of categories and subcategories on Amazon

  • Identify the leading players and top products in each category

  • Uncover customer segments based on purchase frequency

What is the value?

Understanding category trends helps you put your own performance and brand strength into context.

The Category view allows you to uncover up-and-coming brands as potential threats, helps you benchmark your performance within the category in terms of product views, conversions, and other metrics, and lets you act accordingly.

At the Product level, data can be used to find whitespace for a product or feature development based on what Amazon consumers respond to the most.

Understanding the distribution of new vs. returning customers and shopper loyalty can help you craft or fine-tune your messaging, and purchase frequency helps you redefine your customer segments.

How to Use

At the top of the page, choose the relevant Amazon domain, category, and time frame for your analysis.

Sales Performance

Under Sales Performance, you can find three graphs and tables:

1. Monthly Performance

The Monthly Performance graph allows you to analyze category performance over time.

Monthly_Performance_16-Feb-2021.jpg
  • Units Sold: The number of units sold in the selected domain, category, and time frame

  • Revenue: The amount of revenue generated in the category for the selected domain and time frame

  • Product Views: The number of unique product views in the selected domain, category, and time frame. Multiple views of a specific product by a user within a 30-minute session are counted as one product view.

  • CVR: Conversion rate is calculated by dividing unique purchases by product views in the selected domain, category, and time frame

2. Competitive Landscape

The Competitive Landscape shows the top brands in the selected category on two dimensions: Product Views and Conversion Rate.

Competitive_Landscape_16-Feb-2021.jpg

Tip: Use the competitive landscape to identify potential threats and risks from competitor brands.

3. Top Products

In the Top Products table, you can find the top-performing products based on the average Amazon Best Sellers Rank in the selected category and time frame. Clicking the product name to open the relevant product listing on Amazon.

Top_Products_16-Feb-2021.jpg

Tip: Use the top products table to identify new product opportunities and adjust your portfolio based on real consumer demand.

Loyalty & Retention

Under Loyalty & Retention, you can find three graphs/tables:

1. Purchase Frequency

The Purchase Frequency graph shows the distribution of purchase frequency in the last 12 months:  purchasers who made one transaction, purchases who made 2-4 transactions, and purchasers who made five or more transactions in the selected domain and category.

You can analyze purchase frequency by the unique customer, or by the number of transactions.

Purchase_Frequency_16-Feb-2021.jpg

Tip: Use the purchase frequency graph to understand the buying power for each customer group.

2. New vs Returning Customers

In the New vs Returning Customers graph you can analyze the distribution of new and returning customers.

  • New customers: customers who made their first purchase in the past month

  • Returning customers: customers who made at least one prior purchase in the past 12 months.

3. Days Since Last Purchase

The Days Since Last Purchase graph, uncovers the distribution of returning customers based on the number of days since their last purchase in the selected category and domain.

New_vs_Returning_16-Feb-2021.jpg

Tip: Use the new vs. returning customers data to adjust your marketing strategy to different types of customers.

On-Site Search

Under On-Site Search, you can find four graphs and tables:

1. Monthly Performance

In the Monthly Performance graph, you can analyze monthly search behavior, trended over time, for the selected domain, category, and time frame.

Onsite_Search_Monthly_16-Feb-2021.jpg
  • Search Volume: The number of keyword searches in the selected domain and time frame

  • Clicks: The number of unique clicks on products in the selected domain, category, and time frame. If a consumer clicked on the same product twice in the same 30-min session it is counted as one click.

  • Paid Clicks Share: Percentage of paid clicks that resulted from search, in the selected category and time frame

  • Clicks Per Search: Clicks divided by search volume

Tip: Identity paid clicks share peaks to pinpoint specific times of the year when paid budget increases are required.

2. Clicks on Items by Position

In the Clicks on Items by Position graph, you can see the distribution of clicks between the first ten organic and paid search results.  This information can be used to understand how your position impacts your performance.

Clicks_on_Items_16-Feb-2021.jpg

3. Paid vs. Organic Clicks

The Paid vs. Organic Clicks graph displays the distribution between paid and organic clicks in the selected domain, category, and time frame.

Paid_vs_Organic_16-Feb-2021.jpg

Tip: Use this graph to understand how aggressive you should be with your paid strategy in the different categories you play in.

4. Top Keywords in Category

The Top Keywords in Category table, uncovers the top keywords in the selected category.

In the table, you can analyze:

  • Clicks: For the searched keyword, the number of unique clicks on products in the selected domain, category, and time frame. If a consumer clicked on the same product twice in the same 30-min session it is counted as one click.

  • Search Volume: The number of keyword searches in the selected domain and time frame.

  • Organic vs. Paid clicks: For the searched keyword, the percentage of organic vs. paid clicks in the selected domain, category and time frame.

  • Average Unit Price: For the searched keyword, the average unit price in the selected category and time frame.

  • Top Brand: For the searched keyword, the brand which received the most clicks in the selected category, domain, and time frame.

  • Top Brand Share: For the searched keyword, percent of clicks the top brand received in the selected category, and time frame.

Top_Keywords_in_Category_16-Feb-2021.jpg

Tip: sort by Search Volume to see the keywords users searched for the most, and compare it to clicks to understand the average number of products users click on in the search results for each keyword.

FAQs

Can I download the data to Excel?

Yes, there is a Download to Excel button at the top right corner of each graph.

Location

Shopper Intelligence > Categories

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