The Brands dashboard enables you to analyze different brands' performance, top competitors and products, and much more.

Use the Brands dashboard to:

  • Better understand your competitive landscape on Amazon and evaluate your competitor's performance.

  • Identify the highest-performing categories for different brands.

  • Uncover cross-shopping behaviors.

  • Reveal your competitors’ leading products.

  • Uncover brands’ purchase frequency and returning customers’ rate.

What is the Value?

While Amazon shares some data with its brands, it doesn’t share competitor data.  With Brand Analysis you can get a better understanding of your competitive landscape and quantify competitor threats.

Overlap with complementary brands can be used to determine new product whitespace or new partnership opportunities.

Uncovering your competitors’ top products helps you recognize which products contribute to their successes or weaknesses; which of your products could be converting more efficiently and if there’s demand not being met.

Analyzing purchase frequency and the rate of returning customers helps you create different shopper segments and adjust your marketing strategy and loyalty scheme.

How to Use

At the top of the page, choose the relevant Amazon domain, brand, and time frame for your brand analysis. You can also filter by category to analyze brands at a more granular level.

Sales Performance

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

1.Monthly Performance

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

Brand_Monthly_Performance_18-May-2021.png
  • Units Sold: Number of units sold by the selected brand, in the selected domain, and time frame

  • Revenue: Amount of revenue generated by the selected brand in the selected domain and time frame

  • Product Views: Number of unique product views for the selected domain, brand, 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 for the selected brand, domain, and time frame

2. Performance by Category

In the Performance by Category graph, you can see the category breakdown for the selected brand.

Performance_by_Category_21-Mar-2021.jpg

Tip: Use the category breakdown to identify white space areas for your own brand.

3. Top Products

The Top Products table allows you to uncover your competitors’ most successful products. You can sort by Units Sold or Revenue to see the top-selling products or sort by Product Views, Reviews, and Rating to understand which products get the most attention.

Comparing Units Sold/Revenue and Product Views allows you to uncover your competitors’ efficiency at the product level.

Brand_Top_Products_18-May-2021.png

Tip: Make sure your product portfolio reflects the variety that consumers are looking for.

Product Performance Over Time

Clicking the product will display the product performance over time. Overlay pairs of top-line metrics for any brand to analyze trends over time.

Brand_Top_Products_Overtime_18-May-2021.png

Cross-Shopping

Under Cross-Shopping, Cross-Shopping Highlights will help you identify your top competitors in different categories. In the table, you’ll find the percentage of users who viewed the brand you’re analyzing and also viewed a competitor brand within a 30-min session. The brand presents the selected brand’s top four competitors by affinity.

Cross_Shopping_21-Mar-2021.png

The Top Competitor Brands insights enable you to better understand the competitive landscape of the brand you’re analyzing. Relevancy, Competitor Overlap, and Brand Share of Competition are key metrics used to evaluate cross-shopping behaviors.

In the table, you can view:

  • Relevancy: Affinity between the selected brand and the competitor brand

  • Competitive Overlap: Percentage of users who viewed the selected brand's products and also the competitor brand's products. For example, if you’re analyzing Nike and the competitive overlap for Adidas is 23%, it means that 23% of consumers who viewed Nike’s products also viewed Adidas’ products. 

  • Brand Share of Competition: Percentage of users who viewed the competitor brand's products and viewed the selected brand's products. For example, if you’re analyzing Under Armour and the brand share of competition for New Balance is 20%, it means that 20% of consumers who viewed New Balance’s products also viewed Under Armour’s products.

Top_Competitor_Brands_21-Mar-2021.jpg

Tip: Sort by Competitive Overlap to see the brands most users viewed when browsing through your brand’s products.

Basket Analysis

Under Basket Analysis, Basket Distribution and Brand Basket Mix provide insights that allow you to uncover brands purchased in the same transaction as the selected brand in the past 12 months.

In Basket Distribution, you can see:

  • By Number of Brands: Distribution of baskets that included the selected brand (over the past 12 months)

  • By Number of Products: Percentage of baskets that included one, two, three, or more than four products. If a consumer purchases two items of the same product, it is counted as one product. All baskets include at least one product by the selected brand.

In the Brand Basket Mix table, you can view:

  • Mixed Brand: Brand that was purchased in the same transaction as the selected brand in the past 12 months

  • Frequency: Percentage of transactions that included the selected brand and the mixed brand in the past 12 months. 

  • Avg. Order Value: Average amount customers spend on baskets that include both the selected brand and the mixed brand in the past 12 months.

  • Select Brand AOV Share: Selected brand's share out of the average order value.

  • Mixed Brand AOV Share: Mixed brand's share out of the average order value.

Brand_Basket_Mix_14-Jul-2021.jpg

Tip: When the selected brand appears as the Mixed Brand, buyers purchased a few of the brand’s products in the same transaction. 

Loyalty & Retention

Under Loyalty & Retention, you can find three graphs:

1. Purchase Frequency

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

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

Brand_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 of the selected brand.

Brand_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.

4. Subscribe & Save vs. One-Time Purchases

The Subscribe & Save vs. One-Time Purchases graph allows you to analyze subscribe & save's impact on brand revenues, estimate how many new customers you're losing to Amazon's subscription program, and evaluate subscribe & save's potential for your brand.

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On-Site Search

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

1. Product Clicks

The Product Clicks graph displays the distribution between paid and organic clicks for the selected domain, brand, and time frame.

Product_Clicks_Brand_13-Jul-2021.png

Tip: Use this graph to understand how aggressive you should be with your paid strategy.

2. Branded vs. Non-Branded

The Branded vs. Non-Branded Searches graph displays the percent of clicks on the selected brand’s product pages, resulting from branded vs. non-branded searches. A search is defined as 'branded' if more than 70% of clicks, from July 2019 until last month, ended up on a specific brand's product pages.

The graphs present three types of clicks:

  • Branded - Selected Brand: Percent of clicks on the selected brand’s product pages, resulting from the selected brand’s branded searches (i.e., more than 70% of clicks, from July 2019 until last month, ended up on the selected brand’s product pages)

  • Branded - Other Brands: Percent of clicks on the selected brand’s product pages, resulting from other brand’s branded searches (i.e., more than 70% of clicks, from July 2019 until last month, ended up on other brand’s product pages)

  • Non-Branded: Percent of clicks on the selected brand’s product pages, resulting from non-branded searches (i.e., less than 70% of clicks, from July 2019 until last month, ended up on a specific brand’s product pages)

Branded_vs_Non_21-Mar-2021.png

3. Top Keywords

The Top Keywords table uncovers the keywords the selected brand got the most clicks for. 

In the table, you can analyze:

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

  • Organic vs. Paid: For the searched keyword, percent of paid clicks on the selected brand’s products, in the selected domain and time frame.

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

  • Brand Share: For the searched keyword, percent of clicks on the selected brand’s products in the selected domain and time frame

  • Brand Avg. Unit Price: For the searched keyword, the average unit price of the selected brand, in the selected domain and time frame

  • Other Brand Avg. Unit Price: For the searched keyword, the average unit price in the selected domain and time frame, excluding the selected brand.

Brand_Top_Keywords_16-Feb-2021.jpg

FAQs

Can I download the data to Excel?

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

Feature Location

Shopper Intelligence > Brands

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