Welcome to our comprehensive guide on leveraging the power of Brand Analytics and unlocking its potential for your brand's success. In this article, we will delve into one of the valuable reports available within the Brand Analytics tool in Seller Central: the Search Catalog Performance report.
Designed exclusively for brands enrolled in Amazon Brand Registry, this report provides invaluable insights into your online business. You can study customer interactions with your products after they search on the Amazon store. By understanding this data on Amazon product catalog performance report, you can identify areas for improvement, enhance discoverability, and optimize sales conversion.
Accessing the Search Catalog Performance Report
To access the Amazon Product Catalog Performance Report, you must be a seller internal to a brand enrolled in Brand Registry. Once logged into Seller Central, select 'Brands' in the main menu, and click on 'Brand Analytics.' Alternatively, you can navigate to 'All Brand Benefits' and locate the 'Brand Analytics' card. You can then select the Search Catalog Performance Report from the list of reports.
Understanding the Metrics
The Amazon Product Catalog Performance report offers a wealth of information that showcases customer behavior throughout the shopping funnel.
Here are the key metrics you'll encounter:
1. Impressions
This metric of the Amazon Product Catalog Performance Report represents the number of times your product appeared on search result pages. These include organic and sponsored products. However, it doesn't include product appearances in widgets like 'Highly Rated' or 'New Arrivals.'
2. Clicks
Clicks denote the number of times customers clicked on your product after it appeared on search-results pages. The click rate on the Amazon Product Catalog Performance Report indicates the percentage of times your product was clicked by customers. It offers valuable insights into customer interest.
3. Cart Adds
'Cart Adds' reflects the number of times customers searched, clicked, and added your product to their cart for future purchases. Monitoring cart adds on the Amazon Product Catalog Performance Report can help you gauge customer intent and interest.
4. Purchases
The purchases metric of the Amazon Product Catalog Performance Report reveals the number of times customers searched, clicked, and ordered your product. It includes both your sales and those of other sellers listing your product. The associated sales amount showcases the revenue generated, while the conversion rate reveals the percentage of clicks that resulted in a purchase.
By leveraging the insights from the Search Catalog Performance report, brands can optimize their strategies. They can identify improvement points, and refine their approach to enhance product discoverability and drive sales conversions effectively.
Customizing and Downloading the Report
The Search Catalog Performance report provides flexibility for customization according to your specific requirements. To further refine the report, you can utilize filters to focus on time, a particular brand, or a collection of products. By clicking 'Show Filters,' you can access a drop-down menu to select a brand or enter up to 100 ASINs (Amazon Standard Identification Numbers) in the search bar. Clicking the 'Refine results' button will update the Amazon Product Catalog Performance Report accordingly.
1. Customize with Columns
In addition, if you wish to customize the columns displayed in the Search Catalog Performance report, you can click on 'Customize Columns' on the right-hand side. You can check or uncheck the boxes in a pop-up box to include or exclude specific columns. After you select it, click the 'Save' button to return to the updated Amazon Product Catalog Performance Report with the customized column view.
2. Select Your View
You can click the 'Generate Download' button to obtain a report copy for further analysis or record-keeping. A pop-up window will appear, offering the option to select either a 'Simple View' to download the report as displayed on the screen or a 'Comprehensive View' to download the report with all relevant columns included. Clicking the 'Generate Download' button will initiate the download process, which you can monitor by accessing the 'Download Manager' feature.
Comprehensive Definitions for Each Metric
If you need more information about calculating a specific metric within the Search Catalog Performance report, you can easily access the 'Metrics Glossary.' You will reach the page containing comprehensive definitions for each metric by clicking on it. Additionally, you can expand each section for further details and clarity.
Utilizing the Insights
We highly encourage brands to utilize all the features and functionality offered by the Search Catalog Performance Report. This report will give you valuable insights into your performance on the Amazon store. One effective way to use this information is by identifying drop-off points at the click stage. It lets you pinpoint which product detail pages may require updates or improvements to enhance customer engagement.
Moreover, the various metrics provided in the report can serve as a foundation for developing targeted advertising strategies. By analyzing these metrics on the Amazon Product Catalog Performance Report, you can identify trends and patterns that influence your advertising decisions. They help you drive more traffic to your products and ultimately boost sales. By leveraging the insights and capabilities of the Search Catalog Performance report, you can make data-driven decisions and optimize your brand's performance.
Conclusion
We have explored the essentials of the Brand Analytics Search Catalog Performance report and highlighted its significance. This information is important for brands aiming to maximize their potential in the Amazon store.Brands enrolled in Amazon Brand Registry gain invaluable insights into customer behavior for making informed business decisions.
They can analyze metrics such as impressions, clicks, cart adds, purchases, associated sales, and conversion rates. Brands can identify areas for improvement and optimize their overall performance.
Understanding customer drop-off points at the click stage enables brands to enhance their product detail pages and improve conversion rates. Furthermore, the report aids in developing effective advertising strategies to drive more traffic and increase product visibility.
By utilizing the insights provided by the Amazon Product Catalog Performance Report, brands can fine-tune their strategy. They can enhance discoverability and ultimately optimize sales conversion, leading to more success in the competitive Amazon marketplace.
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This blog is inspired by the video ‘Brand Analytics: Search Catalog Performance report’ by ‘Amazon Seller University.’