amazon-brand-analytics

# Amazon Brand Analytics Mine Amazon's brand analytics data for market opportunities, competitor intelligence, and product selection signals. Turn search query data, purchase patterns, and demographic insights into strategic decisions. ## Commands ``` brand analyze <brand> # full brand performance analysis brand opportunity <category> # identify market opportunities in category brand search-queries <data> # analyze search query performance report brand repeat-purchase <data> # analyze customer loyalty metrics brand market-basket <asin> # find what customers buy together brand demographics <data> # analyze buyer demographics brand compare <brand1> <brand2> # head-to-head brand comparison brand trends <category> # identify trending brands/products brand whitespace <market> # find unserved market segments brand report <brand> # comprehensive brand intelligence report ``` ## What Data to Provide - **Brand Analytics report data** — paste exported data from Brand Analytics dashboard - **Search Query Performance** — top queries, click share, conversion share - **Repeat Purchase data** — repurchase rates by ASIN - **Market Basket data** — what customers also buy - **Competitor brand names** — for competitive brand analysis - **Category context** — which category to analyze ## Brand Analytics Framework ### Search Query Performance Analysis Amazon Brand Analytics shows top search terms that lead to your brand's page views. **Key metrics:** ``` Metric What it means Benchmark Search Query Volume Top searches in category Track changes monthly Click Share Your clicks / total clicks Target >5% on key terms Conversion Share Your conversions / total Should exceed click share ``` **Click Share vs Conversion Share analysis:** - Click Share > Conversion Share → listing or pricing issue (traffic not converting) - Conversion Share > Click Share → strong listing, expand visibility - Both low → ranking issue, invest in ads or SEO to appear more **Opportunity identification:** - High volume terms where your brand has 0% click share → keyword target - Terms where competitor has >30% click share → competitive threat - Terms with high search volume but low competition → blue ocean ### Market Opportunity Mining Use search query data to find opportunities: ``` Step 1: Find terms with high search volume (top 1000 in category) Step 2: Check which brands dominate each term (click share) Step 3: Identify terms with fragmented click share (<10% for any brand) Step 4: Cross-reference with your product ability to serve that need Step 5: Score opportunity: Volume × (1 - Max click share) = Opportunity Score ``` **Blue Ocean Criteria:** - Top brand has <15% click share - Search volume rank in top 500 - Your product can serve the need - Estimated conversion opportunity exists ### Repeat Purchase Rate Analysis Brand loyalty signals by product type: ``` Product Type Expected Repeat Rate Your Target Consumables (30-day): 30-50% >40% Consumables (90-day): 20-40% >30% Durable goods: 5-15% >10% Seasonal items: 15-25% >20% ``` **Low repeat purchase rate causes:** 1. Product quality disappointment 2. Better alternative found (competitor won) 3. Category not naturally repurchasable 4. Customer service issue 5. Pricing increased after first purchase **High repeat purchase signals:** - Strong product-market fit - Subscription candidate - Invest in Subscribe & Save ### Market Basket Intelligence What customers buy with your product reveals: - **Bundle opportunities** — sell complementary products together - **Competitive threats** — if customers buy your product WITH a competitor's, they may switch - **Category adjacency** — expand product line to items customers already buy **Bundle strategy from market basket:** ``` If your item frequently bought with Item X: → Create bundle of Your Item + Item X (15-20% discount vs. buying separately) → Use Item X keywords in your backend search terms → Target buyers of Item X with Sponsored Products ``` ### Demographic Analysis Amazon Brand Analytics shows buyer demographics (age, income, education, gender): **Using demographic data:** ``` If buyers skew 45-64 female, high income: → Adjust imagery to show aspirational, quality-focused lifestyle → Price premium positioning viable → Focus on quality and trustworthiness in copy → Facebook/Pinterest ads may supplement Amazon ads If buyers skew 25-34 male, medium income: → Feature-focused copy and specs → Value proposition important → Reddit and YouTube integration ``` ### Competitor Brand Intelligence For a competitor brand, estimate using Brand Analytics signals: **Proxy metrics:** - Search terms they dominate (high click share) = their strength - Terms they don't appear on = their weakness / your opportunity - Categories where they appear = their product range - Review volume growth rate = their investment level ### Brand Performance Trending Track monthly to identify patterns: ``` Month | Click Share (main kw) | Conversion Share | Top New Keywords Jan | 8.2% | 10.1% | [term A, term B] Feb | 9.1% | 11.3% | [term C] Mar | 7.8% | 9.2% | [none] Apr | 6.2% | 7.8% | [none] Trend: Declining → investigate competitor gains or listing issues ``` ### Whitespace Identification Finding underserved market segments: ``` Segment example: "organic dog treats for senior dogs" Step 1: Search volume meaningful (>1,000/month estimate) Step 2: Existing results: generic dog treats not optimized for seniors Step 3: Conversion data: broad terms converting but specific terms underserved Step 4: Product feasibility: can create differentiated product Result: WHITESPACE OPPORTUNITY ``` ## Workspace Creates `~/brand-analytics/` containing: - `search-queries/` — monthly search query performance snapshots - `opportunities/` — identified market opportunities - `competitors/` — competitor brand profiles - `demographics/` — buyer profile reports - `reports/` — full brand intelligence reports ## Output Format Every brand analysis outputs: 1. **Search Query Performance Summary** — top 10 opportunity terms with click/conversion gap 2. **Market Opportunity Ranking** — top 5 whitespace opportunities with scoring 3. **Competitive Threat Map** — which brands are gaining in your key terms 4. **Customer Loyalty Metrics** — repeat purchase rate vs. benchmark 5. **Bundle Opportunities** — top 3 market-basket-driven bundle ideas 6. **Demographic Profile** — buyer profile summary with marketing implications 7. **Monthly Action Plan** — 5 prioritized brand growth actions