How to use Amazon's Brand Analytics & ARA Premium to Grow Market Share
By Patrick Quaggin-Smith on April 6, 2020
Climbing Best Seller Rank and leaping your competitors for more sales is the dream of any advertiser on Amazon. Figuring out how to do so is the challenge.
The obvious means of achieving this goal is to undergo a conquesting strategy by bidding aggressively on your competitor's branded keywords and ASINs. Due to lower conversion rates on these targets, ACOS will inherently be very high and there's a risk of spending a lot of money without any meaningful incremental total sales growth. Even worse, the only thing you learn from this search term data is that conquesting may not be the right strategy for you.
So, how do you climb Best Seller Rank without conquesting or spending recklessly?
At Perpetua, we use Brand Analytics to identify market share opportunities by identifying a competitor’s high volume, high converting category keywords. Then we leverage advanced tools in our product like Keyword Boost to dominate top-of-search placements, measure organic rank to see the effectiveness of this strategy, and quickly displace competitors.
Brand Analytics are consumer behavior reports surfaced by Amazon. Only available to companies enrolled in Brand Registry, Brand Analytics reports are found in Seller Central under Business Reports. Similar reports for vendors are called Amazon Retail Analytics Premium (ARAP) - soon to be Brand Analytics.
Market Share Domination Part 1: Understanding Brand Analytics
Advertisers that have access to Amazon's Brand Analytics are able to see more information about Amazon search terms, market basket analysis, item comparisons as well as alternative purchases and demographics.
For vendors, ARA Premium reports are organized into a series of documents that give insight into sales, marketing, customer behavior, operations, trends, sales inventory. Arguably, the most valuable use of these reports is determining your competitor’s high volume, high converting category keywords.
These reports store two million of the highest searched keywords on Amazon, every day for the last year, and the top 3 organically ranked products for each keyword, with their associated click share (as a %) and conversion share (as a %). Users can search this database by either keywords (displaying all associated keywords phrase + broad) or ASINs (displaying all keywords where that particular ASIN is in the top 3). These can be filtered through daily, weekly, or monthly views.
In the following example, we'll take the perspective of a supplements company, Isopure, who is hypothetically looking to grow market share on their top product: non-flavor whey protein isolate.
*Note: we do not work with Isopure or this product (but we would love to!).
Isopure is currently ranked #1 organically for the keyword - Whey Protein Isolate.
How to identify the most valuable keywords using Brand Analytics:
Open Brand Analytics through the business reports tab if you're in Seller Central, or the Amazon Retail Analytics premium tab in AMS.
Search the term we are organically ranking number one for, *“Whey Protein Isolate”*
Identify a relevant keyword where a competitor (or multiple competitors) is ranking higher than us organically and copy their ASIN. In this case, the nearly identical word “Isolate Whey Protein”, has Dymatize ISO 100 (B006OC432E) ranked first.
Search one of our competitor's ASINs that we just copied instead of the keyword we originally searched in Brand Analytics. This will allow us to uncover all of the keywords where our competitor's products is ranked in the top 3 organically.
Analyze all our competitors keywords where they are ranking in the top 3 and identify the non-branded, relevant keywords that have significant search volume where our brand is ranked lower than #1. At Perpetua, we define significant search volume being within the first 200,000 of searches.
After completing the search, we have identified the following five keywords that are extremely relevant, have high search volume and are currently being won by our competitors:
Isolate Whey Protein
Whey Isolate Protein
Isolate Protein Powder
Market Share Domination Part 2: Using Keyword Boost to Dominate Top-of-Search, Climb Organic Rank, and Displace Competitors.
Winning even a percentage or two on these keywords will drive significant account growth and they will be the subjects for our experiment with the *Keyword Boost* feature on Perpetua. The keyword boost feature allows us to increase the bids on these keywords while simultaneously directing a higher percentage (user controlled) of spend towards the top-of-search placement (most effective at increasing organic rank) .
You can increase your bids and percentage of spend dedicated on the first 3 ad placements on any given keyword using a Keyword Boost multiplier in Perpetua. This is important as it artificially creates impressions (and hopefully conversions) on a keyword. The increase in engagement directly co-relates to organic rank on a specific keyword faster than if you were to simply boost your bid for that keyword. Our data has shown that using the Keyword Boost multiplier is the most effective way to climb organic rank.
With the keyword boost experiments running, it is important to measure key metrics on the impacted campaign/product:
Organic Keyword Rank
Results do not happen overnight, and it is important to allow these types of experiments to run for weeks, if not months. We recommend running experiments for a minimum of 2 weeks, but even better if you can run for at least 30 days. We are using a scientific, methodical approach. This means that the more data we can collect, the more informed our long-term Amazon advertising strategy will be.
To learn more about how to leverage these insights or launch Keyword Boost experiments, e-mail us at firstname.lastname@example.org.