320 Brand Analytics for Amazon Sellers with Danny McMillan - a podcast by Michael Veazey

Brand Analytics for Amazon sellers

What is Brand Analytics?

Amazon Brand Analytics is a data tool provided by Amazon. It gives inside analytics on keywords in an understandable format.

Brand Analytics started in Amazon USA and has now been rolled out to the UK and European Amazon Seller Accounts.



Before Amazon Brand Analytics was on a Mystery URL - now it’s available in Amazon Seller Central, the dashboard for Amazon sellers.

You can find it on Seller Central under the “Reports” dropdown menu. 

 





Who is Danny McMillan?

Danny McMillan is an Amazon Seller, the host of Seller Sessions Podcast, and a public speaker at Amazon conferences and events.

Danny is also soon to be host of a major UK Amazon Conference on June 1st this year in London, England.

Danny is the guest in today's podcast and the source of most of the majority of information on this detail (I've added some details and a little extra research - Michael Veazey).



For other interviews we have done with Danny McMillan, click here. 

What info do we get in Brand Analytics?

We get word Search ranking from Amazon themselves.

We can see click share and conversion share (which we’ll discuss shortly).

You can set different date ranges as well.



Sellers should be wary of Amazon metrics

Amazon has recently boosted its revenue from advertising by a massive percentage.

More details on Amazon’s revenue from advertising here

Therefore it’s not in Amazon’s interest to make the return on ad spend too clear; it very much wants us as sellers to spend our money on advertising.

Amazon sharing data with us doesn’t make so much sense in that context.

So in this context, why has Amazon launched Brand Analytics and apparently shared so much more data with sellers?



Why Amazon has launched Brand Analytics

Firstly, brand analytics is trying to avoid Anti Trust legislation in the USA, which is basically is basically designed to prevent monopolies from emerging. Sharing more data in brand analytics is part of them trying to show open behaviour to the US authorities.

Secondly, Amazon has been trying to placate the Indian authorities, who were resisting Amazon selling there as Amazon competes as a seller on its own market place. Amazon as a seller can obviously take advantage of insider data from Amazon as the marketplace provider.   Brand analytics is part of apparently redressing this imbalance. 



Amazon Marketing Group and Brand Analytics

The third reason for introducing Brand analytics is that Amazon now has AMG - Amazon Marketing Group. This is aiming to attract big High Street brands in the USA to come to Amazon. Ultimately Amazon wants these big sellers to shift some of the advertising revenue from traditional ad agencies in Madison Avenue, who run things like TV ads, to Amazon’s advertising platforms.

These are companies that will spend $30-50K in advertising per product line at the "top of the funnel", so including Google, TV, Facebook and Amazon ads.  

These brands are used to Google and Facebook, which are the other huge online advertising platforms. Both of these companies give precise and generous data about many things to advertisers.

If you compare google ads and Facebook data, Amazon is taking baby steps in that direction with Brand Analytics.





How to get Brand Analytics on your Amazon Account

Brand Registry 2.0 is required (this is also true for Enhanced Brand Content, an additional set of enhancements,

Further episodes of Amazing FBA Amazon and ECommerce Podcast, for Amazon Private Label Sellers, Shopify, Magento or Woocommerce business owners, and other e-commerce sellers and digital entrepreneurs.

Further podcasts by Michael Veazey

Website of Michael Veazey