As a a brand-registered Amazon seller you now have access to the new Amazon Brand Analytics in Seller Central. It turns out to be a gold mine with valuable data such as real shopping behavior, competitor insights and statistics of the total number of clicks and conversions per keyword.
Amazon is introducing its Amazon Brand Analytics to Amazon sellers in Europe who have registered their brand to the Brand Registry program. Amazon describes its new tool as a feature that contains valuable insights to empower brand owners to make informed, strategic decisions about their product portfolio and marketing/advertising activities.
The most important components:
Seach Term Report: This is the keyword the Amazon shopper uses when searching for a product. For example “headphone” or a phrase such as “headphone for women”.
Search Frequency Rank: This statistic shows the most clicked ASINs (Amazon Standard Identification Number - a unique product number for every product sold on the platform) when given as a specific search term. If you are looking for earplugs, the tool will give you search frequency results such as airpods, earbuds, wireless earbuds, headphones, and so on. It also shows the numerical rank against the others in a period of time.
Click Share: Amazon gives a percentage that is calculated by looking at the total number of clicks after customers have entered a certain keyword. This is not the total clickthrough rate (CTR) of the ASIN. If 1.000 customers searched the keyword "headphone" and and each of those customers clicked into two products (2.000 clicks in total) and Product X received 500 clicks from these customers, then the click share for Product X for the search term "headphone" is 25% (500/2000).
Conversation Share: This represents the percentage of total revenue that comes from a specified keyword. Suppose there is a total of 1.000 sales from customers who searched for 'headphone' and Product X was the most sold, for example 100 times, then the Conversion Share is 10%. The most clicked ASINs does not always generate the most conversions for the specified search term.