Brand Analytics Amazon: Insights To Optimize Sales Performance

Brand Metrics provides a new measurement solution that quantifies opportunities for your brand at each stage of the customer journey in Amazon's store. Brands can understand the value of shopping engagements that impact sales in a journey.

Brand Metrics helps you:

• Understand your brand performance. Brand metrics measure the number of actual on-Amazon shopper engagements.
• Measure the impact of your upper and mid-funnel tactics and see how they contribute to shoppers moving through the purchase journey.
• Evaluate engagement metrics to understand the value of your branded intent and how brand purchasers generate additional sales in the 12 months following purchase.
• Monitor your performance relative to your category and peers at each stage of the purchase journey and over time.
• Optimize your marketing and advertising efforts in Amazon's stores to engage more shoppers and build your brand.

The metrics offer critical insights for brands to understand the value of shopping engagements during the Amazon purchase process. The metrics allow you to measure historical sales following a consideration event or purchase.

What Brand Metrics Are Available?

Brand Metrics offer awareness and consideration indicators that compare performance against peers. Amazon also quantifies the number of customers in your awareness and consideration marketing funnel.

The metrics include all shopping engagements with your brand on Amazon, not just ad-attributed engagements. The following is a collection of metrics Amazon makes available:

• engagedShopperRateLowerBound — Lower bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame divided by the total unique shoppers with 1+ detail page views in the selected category
• engagedShopperRateUpperBound — Upper bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame divided by the total unique shoppers with 1+ detail page views in the selected category
• engagedShopperRateCategoryMedianLowerBound — Lower bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchased from in the selected time frame divided by the total unique shoppers with 1+ detail page view in the selected category for the median peers
• engagedShopperRateCategoryMedianUpperBound — Upper bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame divided by the total unique shoppers with 1+ detail page view in the selected category for the median peers
• engagedShopperRateCategoryTopPerformersLowerBound — Lower bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame by the total unique shoppers with 1+ detail page view in the selected category for the top 95th-99th percent of peers
• engagedShopperRateCategoryTopPerformersUpperBound — Upper bound on the percentage of unique shoppers in a category that your brand has driven an engagement with or purchase from in the selected time frame divided by the total unique shoppers with 1+ detail page view in the selected category for the top 95th-99th percent of peers
• customerConversionRate — percentage of shoppers moving from “considering” [Brand Name] in the [categoryNodePath] to “purchased” in the [lookBackPeriod]
• customerConversionRateCategoryMedian — the percentage of shoppers moving from "considering" the peer median in the [categoryNodePath] to "purchased" in the [lookBackPeriod]
• customerConversionRateCategoryTopPerformers — the percentage of shoppers moving from "considering" the average of the top 95th-99th percent of peers in the [categoryNodePath] to "purchased" in the l[lookBackPeriod]
• newToBrandCustomerRate — share of customers that had not purchased [Brand Name] products in the last 12 months but did so in the [lookBackPeriod]
• newToBrandCustomerRateCategoryMedian — share of customers that had not purchased peer median products in the last 12 months but did so in the [lookBackPeriod]
• newToBrandCustomerRateCategoryTopPerformers — share of customers that had not purchased an average of the top 95th-99th percent of peers' products in the last 12 months but did so in the [lookBackPeriod]
• brandedSearchesOnly — shoppers that searched for [Brand Name] but did not further engage or purchase from [Brand Name] and [categoryNodePath] in the [lookBackPeriod]
• brandedSearchesCategoryMedian — shoppers that searched for the peer median but did not further engage or purchase from peer median and [categoryNodePath] in the [lookBackPeriod]
• brandedSearchesCategoryTopPerformers — shoppers that searched for the avg. of the top 95th — 99th percent of peers and [categoryNodePath] but did not further engage or purchase from the Top Performers in the [lookBackPeriod]
• viewedDetailPageOnly — shoppers that viewed detail page only of [Brand Name] in [categoryNodePath] in [lookBackPeriod]
• viewedDetailPageCategoryMedian — shoppers that viewed the detail page only of peer median in [categoryNodePath] in [lookBackPeriod]
• viewedDetailPageCategoryTopPerformers — shoppers that viewed the detail page only of avg. of the top 95th — 99th percent of peers in [categoryNodePath] in [lookBackPeriod]
• viewedDetailPageOnlyReturnOnEngagement — The average number of sales per customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population moved over the last year for your brand in the selected category.
• viewedDetailPageROECategoryMedian — The average sales of each customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population moved over the last year for your brand in the selected category.
• viewedDetailPageROECategoryTopPerformers — The average sales of each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population moved over the last year for your brand in the selected category.
• brandedSearchesAndDetailPageViews — shoppers that searched brand and viewed the detail page of [Brand Name] in [categoryNodePath] in [lookBackPeriod]
• brandedSearchesAndDetailPageViewsCategoryMedian — shoppers that searched brand and viewed the detail page of peer median in [categoryNodePath] in [lookBackPeriod]
• brandedSearchesAndDetailPageViewsCategoryTopPerformers — shoppers that searched brand and viewed the detail page of avg. of the top 95th — 99th percent of peers in [categoryNodePath] in [lookBackPeriod]
• brandedSearchesAndDetailPageViewsReturnOnEngagement — The average sales of each customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• brandedSearchesAndDetailPageViewsROECategoryMedian — The average sales of each customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• brandedSearchesAndDetailPageViewsROECategoryTopPerformers — The average amount of sales each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• addToCarts — shoppers that added [Brand Name] to the cart in [categoryNodePath] in [lookBackPeriod]
• addToCartsCategoryMedian — shoppers that added the peer median to the cart in [categoryNodePath] in [lookBackPeriod]
• addToCartsCategoryTopPerformers — shoppers that added the avg. of the top 95th — 99th percent of peers to the cart in [categoryNodePath] in [lookBackPeriod]
• addToCartsReturnOnEngagement — The average sales of each customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• addToCartsROECategoryMedian — The average sales per customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• addToCartsROECategoryTopPerformers — The average sales of each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population moved over the last year for your brand in the selected category.
• brandCustomers — 0%-90% of sales contributing shoppers for [Brand Name] who purchased in [categoryNodePath] in [lookBackPeriod]
• brandCustomersCategoryMedian — 0%-90% of sales contributors for the peer median who purchased in [categoryNodePath] in [lookBackPeriod]
• brandCustomersCategoryTopPerformers — 0%-90% of sales contributors for avg. of the top 95th — 99th percent of peers who purchased in [categoryNodePath] in [lookBackPeriod]
• brandCustomersReturnOnEngagement — The average sales of each customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• brandCustomersROECategoryMedian — The average sales per customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• brandCustomersROECategoryTopPerformers — The average sales of each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• high-value customers — top 10% of sales contributing shoppers for
• highValueCustomersCategoryMedian — top 10% of sales contributing shoppers for peer median in [categoryNodePath] in [lookBackPeriod]
• highValueCustomersTopPerformers — top 10% of sales contributing shoppers for the top 95th — 99th percent of peers in [categoryNodePath] in [lookBackPeriod]
• highValueCustomersReturnOnEngagement — The average sales of each customer in this state 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• highValueCustomersROECategoryMedian — The average sales per customer in this state for the peer median 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• highValueCustomersCategoryTopPerformers — The average sales of each customer in this state for the 95–99 percent peers 12 months ago drove over one year. Calculate by taking the total original population 12 months ago by the total sales this population drove over the last year for your brand in the selected category.
• awarenessIndex — Awareness Index measures actual on-Amazon audience signals reflecting awareness for your brand in the short and long term across the entire on-Amazon audience. The percentile lets you know how your brand's awareness activity compares to your peers.
• considerationIndex — Consideration Index measures actual on-Amazon audience signals reflecting consideration for your brand in the short and long term across the entire audience. The percentile lets you know how your brand's consideration activity compares to your peers.
• salesIndex — Sales Index represents actual on-Amazon sales in the short term and long term across the whole on-Amazon audience. The percentile lets you know how your sales compare to your peers.

Who Is Eligible For Amazon Brand Metrics?

Brand Metrics is available in beta to professional sellers enrolled in Amazon Brand Registry and vendors selling Amazon products in the following markets: United States, Canada, United Kingdom, Germany, France, Italy, Spain, and Japan. Please note that Brands with less than 20 orders a month will not have access to Brand Metrics.

Amazon Brand Analytics Report Data Automation

Openbridge allows Amazon sellers to streamline the data management process by automating Amazon Brand Analytics API integrations and storing data in a unified data warehouse. This service saves sellers time manually downloading reports and reduces errors in merging and tracking downloaded reports.

Automation eliminates manual download wrangling, ensuring up-to-date and accurate data straight from Amazon APIs. With data stored in a unified data warehouse like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena, you can combine different Amazon reports is easier to gain a more holistic view of the business.

The automated, streamlined process enables sellers to access all their important data in one private, trusted destination. Your team can then leverage best-in-class analytics and business tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight.

Sign up for a 30-day free trial of our Brand Analytics Amazon Insights Report automation.

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Amazon Brand Metrics: Automated Reporting

Get direct, automated access to Amazon new to brand metrics, engagement, conversion, etc.

As an Amazon seller or vendor, understanding your brand’s performance at each customer journey stage is crucial to your success. Only recently, measuring this impact was challenging for many Amazon sellers and vendors. However, with Amazon Brand Metrics, a new measurement solution, sellers and vendors can better understand their brand’s performance on Amazon.

Why do Amazon Brand Metrics Matter?

Brand Metrics provides a comprehensive view of your brand’s performance on Amazon, allowing you to quantify opportunities at each stage of the customer journey. With the ability to access Awareness and Consideration indices, you can compare your performance to peers using models predictive of consideration and sales. As a result, Brand Metrics provide valuable insights into your brand’s performance and opportunities for improvement.

What are the benefits of using these metrics?

One of the most significant benefits of Brand Metrics is that it quantifies the number of customers in the awareness and consideration marketing funnel stages. This means that you can track and measure the impact of your brand on the customer journey, allowing you to optimize your marketing efforts and drive more sales.

Brand Metrics is built at scale to measure all shopping engagements with your brand on Amazon, not just ad-attributed engagements. This means you can gain insights into all interactions with your brand, including organic search results, product detail pages, and more. By capturing data from all shopping engagements, Brand Metrics provides a more accurate and comprehensive view of your brand’s performance on Amazon.

In addition to measuring shopping engagements, Brand Metrics include critical shopping engagements at each stage of the shopping journey, along with the Return on Engagement. This enables you to measure the historical sales following a consideration event or purchase, providing a clearer picture of the impact of your brand on the customer journey.

What metrics are available?

Amazon Brand Metrics offers access to various metrics that help you understand your brand’s performance at each customer journey stage. Below are some example metric types available in the data:

• Customer Conversion Rate: This metric tells you the percentage of customers who convert after engaging with your brand. You can compare your conversion rate to the category median and top performers to see how you stack up against your competitors.
• Engaged Shopper Rate: This metric measures the percentage of shoppers who engage with your brand after viewing your product. Like the conversion rate, you can compare your engaged shopper rate to the category median and top performers.
• New-To-Brand Customer Rate: This metric tells you the percentage of new customers to your brand. It can help you understand how successful you are at acquiring new customers and building brand loyalty.
• Branded Searches Only: This metric tells you how many customers searched for your brand specifically rather than using generic search terms. You can compare this to the category median and top performers to see how well your brand is recognized.
• Viewed Detail Page Only: This metric measures the number of times customers viewed your product detail page without taking any further action. You can compare this to the category median and top performers to see if your product pages are engaging enough to convert viewers into customers.
• Add to Carts: This metric tells how many customers added your product to their shopping cart. You can compare this to the category median and top performers to see if your product is competitive in converting viewers into buyers.
• Brand Customers: This metric tells you how many customers are loyal to your brand. You can compare this to the category median and top performers to see how well your brand retains customers.
• High-Value Customers: This metric tells you how many customers are high value, meaning they spend more than the average customer. You can compare this to the category median and top performers to see how well your brand appeals to high-value customers.

How to use Amazon Brand Metrics to optimize Advertising efforts?

Brand awareness in the category

Shoppers aware of your brand or products are those who searched for your brand but didn’t engage or make purchases from your brand in the selected timeframe and category.

These shoppers may engage with your brand in a different category from the one selected for your report. They may also be checking other brands and products. Driving engagement from these brand searches can help increase return on engagement.

Advertising strategies

• Create a Sponsored Brands campaign and bid for the top of a search on branded terms.
• Create a Sponsored Display campaign with product targeting. This can promote your product among relevant audiences browsing for products outside your category.
• Create a Sponsored Display campaign and use prebuilt Amazon audiences across Lifestyles and Interests. This helps build brand recognition and engage relevant audiences. Your ads may appear across different pages, such as the Amazon homepage and product details pages. Your ads can also be configured to reach audiences off Amazon across third-party websites.

Shopping experience strategies

Create a Post for your brand. Posts are a way to share your brand content on Amazon at no cost and as often as you’d like.

Product listing optimizations

Check your product headlines and optimize the description to ensure customers can learn about your product while shopping.

Shopper consideration in the category

Shoppers who are considering your brand or product are grouped into one of 3 engagement types:

1. Viewing your product detail page.
2. Searching for your brand and visiting your product detail page.
3. Adding an item from your brand to the cart.

As you review the return on engagement for each group of different engagement types, you’ll notice higher and lower values. The return on engagement for your brand will likely increase as shoppers with no explicit brand intent move from the detail page views only to brand searches.

The same occurs with shoppers with brand intent who move from detail page view to add to cart. This happens because both groups of shoppers are moving closer to purchase and are more likely to generate sales over the next 12 months.

Advertising strategies

• Create a Sponsored Brands campaign to display your ad at the top of search results.
• Create a Sponsored Products campaign to promote key brand products within search results.
• Create a Sponsored Display campaign and use Amazon Audiences to focus on your exact product or similar products.

Shopping experience strategies

• Create a Store for your brand. Creating a Store is free, and no design experience is required. You can use predesigned templates to create a Store that fits your brand and spotlights your best-selling products.
• Create a Post for your brand. Posts are a free way to share your brand content on Amazon.

Product listing optimizations

• Create A+ content on your detail pages to tell your brand story.
• Include product videos on your detail page.
• Consider price promotions.

Brand purchases in the category

Customers who purchased from your brand are divided into two groups:

1. Customers are purchasing from your brand.
2. Customers who drive the top 10% of sales or customers who have chosen Subscribe & Save.

Increase value for your brand by helping to drive more sales, moving customers from single to repeat purchases, and increasing the percentage of new-to-brand customers.

Advertising strategies

• Create Sponsored Brands and Sponsored Products campaigns and bid for the top of a search on branded terms.
• Create a Sponsored Display campaign and use product targeting. This can help promote or cross-sell your product among audiences actively browsing your products.
• Create a Sponsored Display campaign and use views remarketing. This can help to reengage with audiences who viewed your product detail pages but haven’t purchased your advertised products or similar products in the past 30 days.

Shopping experience strategies

• Create a Store for your brand. Creating a Store is free, and no design experience is required. You can use predesigned templates to create a Store that fits your brand and spotlights your best-selling products.
• Create a Post for your brand. Posts are a way to share your brand content on Amazon at no cost.

Product listing optimizations

• Make sure that your products are in stock and ready to ship.
• Set up Subscribe & Save to make it easier for customers to repeat purchases.

How to access the reports? Manual report downloads or API Automation?

Openbridge allows Amazon sellers and vendors to streamline the data management process by automating Amazon Brand Metrics report API integrations and storing data in a unified data warehouse. This service saves sellers time manually downloading reports and reduces errors in merging and tracking downloaded reports.

Automation eliminates manual download wrangling. Teams ensure they get up-to-date and accurate data from official, certified Amazon APIs. With data stored in a unified data warehouse like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena, you can combine different Amazon reports is easier to gain a more holistic view of the business.

The automated, streamlined process enables sellers and vendors to quickly access all their brand data in one private, trusted destination. Your team can then leverage best-in-class analytics and business tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight.

Get Started Automating Amazon Brand Metrics — For Free

Whether you’re an Amazon seller or vendor, Brand Metrics provides a comprehensive view of your brand’s performance on the platform, enabling you to make data-driven decisions to improve your performance and stay ahead of the competition. Automation accelerates the speed at which your team can access this data and deliver insights-driven growth and profit.

Sign up for a 30-day free trial of our Amazon Brand Metrics Report automation.

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Amazon Fulfilled Shipments Report

Performance Insights For Fulfillment by Amazon

Are you an Amazon seller? If so, you may be interested to know about the Amazon Fulfilled Shipments Report.

What is the Amazon Fulfilled Shipments Report?

This handy report provides detailed information about the shipments of your products that Amazon fulfilled. It includes important details like the order number, shipment date, shipping method, number of items shipped, and destination. You may also see the cost of the shipment, any discounts applied, and the total revenue generated.

With the Amazon Fulfilled Shipments Report, tracking your sales and shipping activity has never been easier! This report provides valuable insights into the shipments of your products that Amazon fulfilled, helping you closely monitor your operations.

It is a helpful tool for keeping track of your sales and shipping activity and can also help you optimize your fulfillment operations. By analyzing the report’s information, you can identify areas for improvement and make changes to ensure everything is running smoothly.

What is included in the Amazon Fulfilled Shipments Report?

The report contains all completed shipments reported to FBA during the specified period. This may only include some items shipped during that time frame if they have yet to be reported to the Amazon system. Those items will be reported in a future period. The report includes order, shipment, and item data, including price and shipping address information. As of April 8, 2021, the Amazon Fulfilled Shipments report will no longer include Amazon customer names and street addresses.

• Shipment dates are based on when the shipment was reported to the system, generally a few hours after the ship date. Other reports may calculate shipment dates differently. All dates are in GMT.
• The report does not show customer phone numbers and addresses to comply with our privacy policies.
• The system may cancel requests for older reports or more comprehensive date ranges.
• If you have many orders, generating your report may take a while.
• Specifying shorter date ranges can help your reports get generated faster.
• This report is designed to provide information at the shipment level. If you would like to know which orders went out in a specific date range, please use the All Orders report.

How frequently is the report updated?

The report is updated shortly after an item is shipped, usually within a few hours. However, in some cases, the data may take up to 24 hours to be populated. This is important to keep in mind when reviewing your report, but for the most part, the information is up-to-date and reliable.

Automate the Amazon Fulfilled Shipments Report or manually download them?

Two primary methods for accessing this report; Automated or manual downloads. Downloading occurs in your account interface. Automation taps into the Amazon Selling Partner API to automate report processing and storage in a cloud warehouse or data lake.

Go Faster With Selling Partner API Report Automation

Openbridge allows Amazon sellers to streamline the data management process by automating Amazon-Fulfilled Shipments report API integrations and storing data in a unified data warehouse. This service saves sellers time manually downloading reports and reduces errors in merging and tracking downloaded reports.

Automation eliminates manual download wrangling, ensuring up-to-date and accurate data straight from Amazon APIs. With data stored in a unified data warehouse like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena, you can combine different Amazon reports is easier to gain a more holistic view of the business.

The automated, streamlined process enables sellers to access all their important data in one private, trusted destination. Your team can then leverage best-in-class analytics and business tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight.

If You Want Spend Time Manually Downloading Reports

To request an Amazon-Fulfilled Shipments Report, follow the steps below:

1. Click Amazon-Fulfilled Shipments found under Reports > Fulfillment.
2. In the Event Date dropdown, select the number of prior days you would like to include. Select Exact Dates to set a specific time range. You can request up to one month of data in a single report.
3. Click Request Report.

After you generate a report, you can pick up the report from a list of generated reports. Find the report you want to download on the Order Reports page in the Download Report section. If it is ready, a Download button will be available.

How to read manually downloaded Amazon-Fulfilled Shipments Report

After downloading the report, you can open it in any database or spreadsheet program, such as Microsoft Access or Microsoft Excel.

When you open the Amazon-Fulfilled Shipments report in a spreadsheet program like Microsoft Excel, you may encounter some issues with the text, depending on the language. If this happens, don’t worry! You can easily resolve the problem by opening the file with a UTF-8-compatible reader.

One option is the Excel Import Wizard, which allows you to select the File Origin. Choose “65001: Unicode (UTF-8),” and the text will display properly, without any garbled characters.

While this may seem like a small issue, it’s important to be aware of it to view the report accurately and effectively. Using a UTF-8-compatible reader or the Excel Import Wizard with the correct file origin, ensure that the text in the Amazon-Fulfilled Shipments reports displays correctly.

Get Started Automating Amazon Fulfilled Shipments Report — For Free

If you’re an Amazon seller looking to improve your game, the Amazon Fulfilled Shipments Report is worth checking out. It’s user-friendly and provides valuable insights to help you take your business to the next level.

You can ditch the legacy manual report downloads for code-free Amazon SP-API automation. Openbridge offers official SP-API data automation, one of the most powerful tools Amazon Sellers can tap into. Accelerate the speed at which your team can gain valuable insights to deliver data-driven growth and profit.

Sign up for a 30-day free trial of our Amazon Fulfilled Shipments Report automation.

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Amazon Advertising Flywheel: How to Accelerate Your E-commerce Growth

Amazon Flywheel

Using a data-driven approach to fuel a successful Amazon Flywheel strategy

The Amazon Advertising Flywheel is a business model that describes how Amazon’s advertising services can drive growth for businesses that sell on Amazon. As a concept, it can be a powerful tool for e-commerce businesses looking to drive growth.

By understanding and utilizing the principles of the Flywheel, businesses can create a positive customer experience, drive customer loyalty, and increase sales.

The Amazon Flywheel Model

Let’s let Mr. Bezos flywheel describe the flywheel strategy;

“We’re not just trying to be the biggest company in the world. We’re trying to be the company that is the most customer-centric and the most customer-obsessed in the world.” — Jeff Bezos

This quote from Jeff Bezos highlights Amazon’s focus on using its Flywheel strategy to be customer-centric and customer-obsessed. It defines a business model that creates a virtuous growth cycle by constantly improving the customer experience.

So what are the critical elements of an Amazon Flywheel strategy? The Amazon Flywheel model consists of three main components:

1. low prices
2. fast delivery
3. a wide selection of products

A business can attract customers by improving these three elements, allowing them to negotiate better deals with suppliers and invest in more efficient logistics.

This creates a positive feedback loop, where each improvement leads to even more customers, and so on. This is the virtuous cycle that Amazon aims to achieve and maintain, hence the name Amazon Flywheel model.

How does the Amazon Flywheel apply to retailers?

You might say, “Yea, it works for Amazon because it’s Amazon! How does this fit for a retailer my size?”

Putting the Flywheel into a non-Amazon context is essential since the goal is to embrace the concept of the Flywheel within your own operations.

1. Customer experience: Small retailers can focus on providing an excellent customer experience by offering personalized service, fast shipping, and easy returns. Often small retailers can use this as a critical point of differentiation because they can be nimble and personal.
2. Selection: Small retailers may not be able to offer a wide array of products, but they are not a market. A Smaller retailer can focus on a core set of exceptional products which delight customers, scaling demand and allowing a retailer to expand product lines/offerings. The key is you have a product line that delivers value to customers and “keep coming back.”
3. Value prices: Small retailers can offer more value by offering fair prices for high-quality products. Coupled with first-class support, value-driven prices attract and retain customers.
4. Advertising: Small retailers can use various online advertising platforms, like Amazon or Google, to efficiently reach the right customers, communicate their brand value, drive product awareness, and increase sales.

Amazon has the reach that drives scale

Amazon Advertising has a large audience size and reach, as it is one of the largest e-commerce platforms in the world. It has a wide range of targeting options for businesses to reach their desired audience and a variety of ad formats to choose from.

• Audience size: Amazon has over 310+ million active customer accounts worldwide and more than 175+ million monthly unique visitors to its websites. This provides a vast audience for businesses to reach, which can help to increase their visibility and drive sales.
• Reach: Amazon Advertising allows businesses to target customers across various devices, including desktop computers, mobile devices, and smart TVs. Advertisers can also reach audiences across multiple Amazon websites and apps, including Amazon.com, Amazon Fresh, and Amazon Prime Video, providing various platforms to reach different audiences.

Through the Amazon Advertising platform, businesses can reach an audience outside of Amazon through audience targeting options, such as external website browsing data and off-amazon conversion tracking. This allows businesses to reach customers beyond Amazon’s ecosystem and expand their audience reach.

Amazon Advertising Product Mix

The Ads platform comprises six main elements: Sponsored Products, Sponsored Brands, Sponsored Display, Amazon Attribution, Amazon DSP, and Amazon Stores.

• Sponsored Products are text-based ads that appear in search results, product pages, and other relevant pages on Amazon. They are designed to help businesses drive more sales by making their products visible to potential customers.
• Sponsored Brands are a type of display ad that feature a company’s logo and multiple products. These ads are designed to create brand awareness and help drive more sales by providing customers with a visual representation of the company’s product offerings.
• Sponsored Display is a highly targeted advertising solution allowing businesses to reach customers across Amazon’s websites, apps, and third-party websites through the Amazon Advertising Platform.
• Amazon Attribution is a measurement tool that helps businesses understand the customer journey and how their ad campaigns impact sales. This allows businesses to get a complete view of how their ads are performing and how to improve their performance by providing cross-channel attribution, customer journey analytics, and actionable insights.
• Amazon DSP (Demand-Side Platform) is a programmatic advertising solution that allows businesses to programmatically buy and manage display, video, and audio ad inventory on the Amazon Advertising Platform and other third-party websites; it allows for even more targeting and reaches for a business’s advertising campaigns.

Multiple Ad Platforms For Sellers & Vendors

An advertiser can use Amazon Advertising and Google Ads to reach customers across multiple channels and platforms. Here are a few ways an advertiser can use both platforms to increase their visibility and drive sales:

1. Synchronize audiences: An advertiser can use customer data from their Google Ads account to create lookalike audiences in Amazon Advertising. This allows them to reach new customers similar to their existing customer base.
2. Utilize remarketing: An advertiser can use remarketing lists from Google Ads to create similar audiences in Amazon Advertising. This allows them to reach customers who have previously interacted with their brand across both platforms.
3. Cross-promote: An advertiser can use Google Ads to promote their Amazon store or specific products and use Amazon Advertising to drive traffic to their website or other online platforms. This allows them to reach customers across multiple channels and increase visibility.
4. Use different ad formats: Google Ads offers various ad formats such as search ads, display ads, and video ads, while Amazon Advertising mainly offers product ads, sponsored products, and sponsored brands; utilizing different ad formats in different platforms can appeal to different customers.
5. Measure and optimize: An advertiser should track and measure the performance of their campaigns on both platforms and optimize accordingly. This allows them to identify which campaigns drive the most sales and adjust their strategy accordingly.

Amazon Advertising has different features and targeting options than Google Ads, so it’s essential to understand each platform’s strengths and limitations and how they can be used together to achieve the advertiser’s goals. Combining both platforms can be beneficial for an advertiser to increase brand visibility, reach new customers and drive sales. Still, it also requires a proper plan and strategy for the best results.

Amazon Flywheel Case Study

The first Amazon Advertising Flywheel case study is about a company that sells outdoor gear and apparel. The company used Sponsored Products to drive more sales and increase product visibility. As a result, the company saw a significant increase in sales and was able to invest in building brand awareness through Sponsored Brands.

They also added Sponsored Display to reach a wider audience, drive more sales, and increase brand awareness. They utilized Amazon Attribution to gain insights into the customer journey and measure the campaign performance. This virtuous growth cycle helped the company become one of the top sellers in the outdoor gear and apparel category on Amazon.

Another example of the Amazon Advertising Flywheel is a home goods e-commerce store. They used Sponsored Products to drive more sales and increase visibility for their products, and in doing so, they were able to increase their sales by over 50%.

They then used those increased sales to invest in Sponsored Brands to build brand awareness and increase customer loyalty. They also implemented Sponsored Display, reaching more customers and increasing their sales by 25%. They also used Amazon Attribution to gain insights, measure their campaign performance, and improve it, allowing them to continue growing their business on Amazon.

A third example of the Amazon Advertising Flywheel in action is a fashion e-commerce store. They used Sponsored Products to drive more sales and increase product visibility. As a result, the company saw a significant increase in sales and was able to invest in building brand awareness through Sponsored Brands and reach a wider audience with Sponsored Displays.

They also used Amazon Attribution to measure their campaign performance and gain insights, which allowed them to make data-driven decisions and improve their campaigns, leading to further business growth. They also leveraged Amazon DSP and Amazon Stores to reach their audience further, improve customer experience, and build brand awareness.

Using Data to Unlock the Amazon Flywheel

Amazon offers data to help any e-commerce business with the information needed to fuel the strategies outlined in the Amazon Advertising Flywheel. Rather than manual data wrangling data files, Amazon APIs can provide businesses with the tools they need to automate and optimize their advertising campaigns on Amazon.

When sellers and vendors can automate repetitive and time-consuming tasks, they can focus on using data for optimizing business performance. Using code-free, pre-built connectors for various advertising platforms like Google, Facebook, and Amazon DSP allows businesses to have a unified view of their data.

Unified data allows teams large and small to employ advanced analytics and visualization tools like Tableau, Power BI, Looker, and many others better to understand their customers and their campaigns’ performance. This includes tracking and analyzing website traffic, conversion rates, customer engagement, and retention.

Consistently investing in the elements of the Flywheel, e-commerce businesses can create a virtuous cycle of growth, where they can attract and retain customers and generate more revenue, which they can reinvest in their offerings and advertising to continue growing their business on Amazon.

Getting Started with Amazon Automation

Openbridge can help sellers and vendors execute Flywheel’s strategies by providing code-free, fully-automated Amazon API data integration and management capabilities.

Amazon automation for data allows businesses to unify and consolidate from multiple sources, including Amazon, and use that data to gain insights and make data-driven decisions about their advertising campaigns. This includes tracking and measuring the performance of their campaigns using Amazon Attribution and generating actionable insights to optimize them.

Try today, and get an Amazon Automated Data Feeds 30-day Free Trial.

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Amazon Advertising Flywheel: How to Accelerate Your E-commerce Growth was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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How To Analyze Amazon Search Terms To Drive Sales Growth

Find Hidden Sales Opportunities, Optimize Your Amazon PPC, and Crush The Competition

Amazon search terms, also known as keywords, are very important for driving sales on the platform. By using relevant and targeted keywords in product titles, bullet points, and product descriptions, sellers can increase the visibility of their products in search results, making them more likely to be seen and purchased by customers. Additionally, Amazon’s search algorithm uses keywords to determine the relevance of products to a customer’s search query, so optimizing keywords can also help to improve a product’s ranking in search results.

Analyzing Amazon search data can be a great way for Amazon Seller Central merchants to understand what customers are looking for and how they interact with your products.

If you’re an agency, brand, or Amazon seller just getting started, learning how to analyze this data can help you improve your sales by giving you insight into what customers are searching for when they visit the site.

It can also help you find organic search and Amazon PPC opportunities for keyword optimization, refine product descriptions and discover long-tail keywords or common misspellings used in customer searches.

Toward the end of the post, we detail how you can ditch the manual report downloads to leverage a fully automated, code-free pipeline of the official Amazon SP-API.

What is Amazon’s Search Terms report?

The Amazon Search Terms report includes data on the keywords that customers have used to search for products on the platform, as well as the number of times each keyword was searched and the number of times a product was viewed or purchased as a result of that search. The report can also include data on the conversion rate or the percentage of customers who viewed a product after searching for a specific keyword and then making a purchase.

The report may also include data on the search terms that are not performing well, where you can see which keywords are not driving any traffic or sales, and you can adjust your strategy accordingly.

Here is how Amazon describes the report;

Discover what products are winning the most clicks and conversions on strategic search terms. Assess the impact of your marketing campaigns by monitoring trends.

The report dataset shows popular searches that reflect keywords potential customers search for on Amazon. By looking at these terms, you can get an idea of what people are looking for, create strategies for optimizing keyword targeting, or get a sense of product relevance to demand.

The report will show the frequency of each term, relevant search terms to a category, and directional product performance. Here are the data points available in the report;

• Department
• Search Term
• Search Frequency Rank
• #1 Clicked ASIN
• #1 Product Title
• #1 Click Share
• #1 Conversion Share
• #2 Clicked ASIN
• #2 Product Title
• #2 Click Share
• #2 Conversion Share
• #3 Clicked ASIN
• #3 Product Title
• #3 Click Share
• #3 Conversion Share

Why do I need to use the Search Terms report?

There are a few main reasons why you might want to use the Search Terms report:

• Explore how you can optimize a product title or description since you can look for the relevance of terms to your listing(s).
• Discover any relevant products or hidden keywords competitors may be using. This may help you identify additional keywords you want to target organically or in your Sponsored Products ads.
• Refine your key metrics to include actual terms and their influence on product sales.
• Build a keyword target list for potential keywords or duplicate keywords aligned with customer data or observed competitive activity.
• On a regular basis, store the data to create a long-term snapshot of the report every day so you can, over time, report on trends you see for search term changes daily or month-to-month.

How to analyze the Amazon Search Terms report?

So, how do you analyze the data? First, understand the keywords which ultimately reflect user purchase intent.

There are several ways to analyze the Amazon Search Terms report to gain insights and make data-driven decisions for optimizing your product sales;

1. Identify high-performing keywords: Sort the report by “sales” or “units sold” to see which keywords drive the most conversions for a product. You should focus on optimizing these keywords in your product titles and descriptions.
2. Look for long-tail keywords: Long-tail keywords, which are longer and more specific phrases, tend to have a lower search volume but a higher conversion rate. Look for long-tail keywords in your report that have high sales or units sold, and consider adding them to your product listing or targeting them in your ad campaigns.
3. Analyze your competitors: Look at the search terms that customers use to find products similar to yours. This can give you an idea of the keywords and phrases that work well for your competitors and help you identify opportunities to differentiate your product.
4. Identify negative keywords: Look for keywords that are not relevant to your product and consider adding them as negative keywords in your ad campaigns.
5. Track and measure your progress: Regularly review your data and track the changes to product listings.

How to Use the Amazon Search Terms Report for Optimizing Your Product Listing

You can use the report to understand the broader Amazon marketplace better. The report lets you see the terms people have used to find your product and insight into the competition and market trends.

For example, suppose you see that people are searching for your product with specific words in their query (like “large” or “black”). In that case, it makes sense that those keywords should be included in your title because they’re relevant to what people are looking for when they come across yours within Amazon’s marketplace.

You sell outdoor lighting, specifically “LED Outdoor String Lights.” Some people will search for “outdoor string lights,” and others will search for “patio lights” or “backyard lights.” If you only optimize for “Outdoor String Lights,” you’ll miss revenue opportunities.

Product Content Optimization: “Backend Keywords”

When you sell products on Amazon, optimizing your listings so they appear at the top of relevant search results is a top priority.

Amazon uses keywords to help your listings appear in the right search results. Optimizing your backend keyword can help your product stand out among competitors. Here are the backend keyword options for a given listing:

The search team report helps you do the research and refinement to enhance your listings.

Using keywords in MYE tests

Amazon offers a tool called Manage Your Experiments. This tool lets you run A/B tests (also known as split tests) on your brand’s listings content. Here is how they describe the benefits;

Experiments let you compare two versions of content against each other so you can see which performs better. At the end of an experiment, you can review which version performed the best and then publish the winning content. By running experiments, you can learn how to build better content that appeals to your customers and helps to drive more sales.

This is a perfect opportunity to use what you learned from search terms to test the impact on product listing content.

Understanding the limitations of the report

When using Amazon’s Search Terms report, it’s important to remember that the data you are looking at is not a complete, absolute picture of what is happening on Amazon. While the report is expansive, this report shows only a small subset of all the keywords people search for when looking for Amazon products.

The keyword searches shown in this report may only represent some of those who have searched for your product or even those who have purchased your product. However, you can overcome some of the limitations of any one report by creating a longer time horizon, a “unified” data set.

How do you overcome report limitations? Unify your data!

Looking at report data over time is essential to get the most out of this report. If you look at each report as a stand-alone data set, you need the power to see trends or patterns over a longer time horizon.

Fusing reports daily into a unified search data set is how data-driven sellers build powerful growth engines of search activity. There is no need to rely on third parties for search data when you can get it directly from Amazon.

Here are several benefits of creating a private, owned-by-you, unified database of search data;

• Understand what may be relevant keywords or irrelevant Keywords as they relate to your specific product offering
• Refine your PPC campaign by understanding the broader trends for exact keywords and their search volume estimates over a longer time horizon
• Inform any new product Launches with a comprehensive view of category-accurate keywords and their search frequency rank
• Adopt a data-driven view of the exact search volume for essential search terms by building your database to explore, query, and visualize.
• Create customized product reports with your actual sales volumes and associated numeric rank for associated keywords
• Start tracking competitor ASINs on an ongoing basis, allowing you to frequently create additional insights linked to actual business outcomes like your ASC order reports.
• Use the data to optimize your advertising budgets, including adjustments to any daily budget as you look to improve the efficiency of campaigns run on Amazon, Google, Facebook, or elsewhere.

Unifying search data unlocks new ways to use data to inform business decisions with performance metrics fueled by real-life purchase intent-based search queries.

Get Started With Amazon Brand Analytics Search Terms — For Free

Keep using manual file downloads or start using SP-API data automation? Direct, automated access to first-party search data gives you everything you need to create a private Amazon Brand Analytics Tool for your business. Openbridge offers an automated, code-free data connector for Amazon Search Terms. You can have the following;

1. Unified search term data into industry-leading data destinations like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena.
2. With search term data consolidated, use your favorite business intelligence, data visualization, SQL, or data science tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight for valuable insights, custom search analytics dashboard, or brand dashboard for performance metrics.

Tap into new audience insights, optimize advertising activities or marketing campaigns, or discover competitor insights that accelerate your sales growth.

Sign up for a 30-day free trial of our fully-automated Amazon Search Term data today!

References

• How to download the Amazon Search Terms report?
• Amazon Brand Analytics Search Terms: Untapped Potential

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How To Analyze Amazon Search Terms To Drive Sales Growth was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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Navigating The Jungle: Amazon Vendor Services Guide

From product optimization to marketing strategies, our comprehensive guide covers everything you need to know to succeed with Amazon Vendor Services

There are two classes of Amazon Vendor Services; those provided by Amazon and those offered by third parties. We start by covering Amazon’s service offerings and then highlight data services that can be leveraged by Amazon partners, consultants, or tools.

What is Amazon Vendor Services (AVS)?

Amazon Vendor Services (AVS), also formerly Amazon Strategic Vendor Services (SVS), is a program that Amazon offers to select vendors and manufacturers who sell their products on the Amazon marketplace. The AVS program is designed to provide vendors with additional services and support purpose-built to help them grow their sales and increase their visibility on Amazon.

Amazon Vendor Services (AVS) Benefits

Some of the services offered through the AVS program include;

• Someone to talk to at Amazon! You get a vendor account manager.
• Access to Amazon’s data, analytics, and reporting tools, which provide vendors with performance insights into their sales and customer behavior (see Secret To Unlocking Amazon Vendor Central Reports)
• Marketing support, such as funding for sponsored product ads, to help vendors increase visibility for their products on Amazon
• Assistance with product optimization and merchandizing to help vendors improve their product listings and increase conversion rates
• Collaboration with Amazon’s product development teams to create new products or product lines

The services provided through the AVS program can vary depending on the vendor’s performance and needs.

What does an Amazon vendor account manager do?

An Amazon Vendor Account Manager is a dedicated point of contact who works with vendors enrolled in Amazon’s Vendor Services program, specifically Amazon Vendor Services — Signature (AVS-Signature).

An Amazon Vendor Account Manager will help vendors grow their sales and improve their visibility on Amazon. This can include providing guidance on product optimization and merchandising, creating and managing marketing and promotional campaigns, and providing access to exclusive data and analytics.

Some of the critical responsibilities of an Amazon Vendor Account Manager can include:

• Assisting with product optimization and merchandising to increase visibility and sales
• Guiding advertising and promotional campaigns on Amazon
• Providing access to exclusive data and analytics to help vendors make informed decisions about their product mix and marketing strategies
• Helping vendors navigate the complexities of Amazon’s systems and processes
• Providing recommendations on new services and features available on Amazon
• Communicating changes to policies and requirements from Amazon
• Identifying and addressing any performance issues vendors might face.

Taking It To The Next Level: Amazon Vendor Services — Signature

Amazon Vendor Services — Signature is an enhanced version of Amazon’s Vendor Services (AVS) program. This plus-up program offers vendors an even higher level of service and support. With AVS-Signature, Amazon vendors have direct access to a dedicated account manager. A vendor account manager will partner in strategy, promotions, and operational know-how to help them grow sales and profitability on Amazon.

Some of the additional services and benefits offered through the AVS-Signature program include:

• Priority product placement and merchandising on Amazon’s website
• Customized marketing and promotional campaigns
• Increased visibility for products through Amazon’s product recommendations and targeted marketing programs
• Access to exclusive data and analytics
• Assistance with product optimization and merchandising
• Early access to new Amazon services and features

To qualify for the AVS-Signature program has high thresholds to meet. Specifically, vendors must meet the same criteria required for the AVS program, such as having a well-established brand, a large selection of high-quality products, and exceeding Amazon’s standards for product quality and customer service.

Amazon says that this program is only open to tier-one, retail-managed vendors.

How to enroll in Amazon Vendor Services (AVS)

The enrollment process for the Amazon Vendor Services program is by invitation only. Amazon generally reaches out to vendors they believe are well-suited for the program. However, if you are interested in enrolling in the AVS program, here are some steps you can take:

1. Meet the eligibility criteria: Before you can apply for the AVS-Signature program, you need to meet specific criteria such as having a well-established brand, a large selection of high-quality products, and meeting Amazon’s standards for product quality and customer service. In addition, you must also have a history of solid sales and a proven track record of success on the Amazon platform.
2. Contact Amazon: Contact your Amazon account manager, or email the AVS team directly, expressing your interest in joining the program and highlighting your qualifications.
3. Provide information: If Amazon is interested in your application, they may request additional information, such as your product catalog, sales data, or other business details.
4. Review and selection: Amazon will review your application and other provided information, and if you meet the criteria, they will invite you to join the program.
5. Sign agreement and Onboarding: Once the invitation is accepted, Amazon will provide a contract for the program and the required information for onboarding; the vendors will have to sign the deal and provide the information required for the onboarding process.

The enrollment process and the selection criteria may vary based on the region, time, and Amazon’s business objectives, so it’s a good idea to keep in touch with your account manager and stay updated on the latest enrollment requirements.

How do I become a vendor for Amazon? Here is what it takes to get on their radar.

Suppose you are wondering how to get invited to amazon vendor central. In that case, you should embrace a few things if you want Amazon to take notice of you.

1. Establish a strong sales history on the Amazon marketplace: Amazon likes to invite sellers with a proven sales and customer satisfaction track record.
2. Be data-driven: Make decisions based on data and facts rather than assumptions or guesses. Use of data in making the best decisions to drive desired outcomes.
3. Build a strong brand: A well-established brand or reputation in the industry can help a seller stand out to Amazon and increase their chances of getting invited to the program.
4. Maintain high-quality products: Amazon is looking for sellers with a large selection of high-quality products already selling well on the market, with good customer reviews and ratings.
5. Meet Amazon’s standards for product quality and customer service: Sellers need to meet Amazon’s standards for product quality and customer service, as well as provide detailed product information and accurate inventory data to qualify.
6. Be able to meet demand: Amazon is looking for sellers who can meet the demand for their products and maintain good inventory levels.
7. Provide excellent customer service: Amazon values good customer service, and sellers who provide excellent customer service are more likely to be invited to the program.
8. Networking: Networking and building relationships with the right people within Amazon can also increase your chances of getting invited. For example, connecting at trade shows or other events!
9. Research and Study Amazon program’s policies and requirements: Take the time to understand Amazon’s policies and requirements for the program, and ensure that you meet them.

Unlocking Data-driven Vendor Growth

Openbridge is a leading provider of code-free Amazon Vendor Central Software. The platform helps vendors deliver direct, automated data feeds to fuel insights into sales, inventory, and customer behavior, allowing them to make informed decisions about account performance, media, product mix, and marketing strategies.

One of the key strengths of the Openbridge platform is its ability to integrate with a wide range of data sources, including Amazon’s own Vendor Central, Seller Central, and Advertising APIs. Vendors get direct, code-free access to a wealth of data about their sales and customer behavior, giving them the insights they need to improve their performance on the Amazon marketplace.

Openbridge is also a verified Amazon Selling and Amazon Advertising Partner, which means that the company has been vetted by Amazon and has demonstrated expertise in creating and managing effective advertising campaigns on the Amazon platform.

Data-driven vendors chose Openbridge.

Sign up for a 30-day free trial of our Vendor Central Software automation.

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Navigating The Jungle: Amazon Vendor Services Guide was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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The Best Amazon Advertising Tool For Sellers & Vendors

Tools to automate Amazon Advertising, Amazon Seller Central, and Amazon Vendor Central for growth and efficiency

While researching the "best amazon advertising tools," the typical results are focused mainly on Amazon PPC tools. While Amazon PPC management tools are essential, they reflect one category of solutions Sellers and Vendors need to optimize and grow their Amazon businesses.

Advertising is a critical factor for any company's growth. It aids in drawing in new customers, building brand awareness, product consideration, and increasing sales. But, with the ever-changing economic and operational atmosphere, advertising does not operate in a vacuum. Facebook, Google, Shopify DTC, email, physical retail, and many other channels create a fragmented e-commerce landscape.

The right tools can make all the difference for any business on Amazon Seller Central or Amazon Vendor Central. As a result, this is where thinking more broadly about your tool options for performance, efficiency, and effectiveness comes into play.

Before jumping into the "tools," it is vital to take a step back to appreciate just how expansive the Amazon Advertising ecosystem has grown over the past few years.

The Amazon Advertising Platform Ecosystem

Amazon Advertising is a platform that allows businesses to advertise their products and services to customers on Amazon and across the Amazon Advertising network. It offers a range of advertising products and provides detailed performance data to help businesses track the effectiveness of their campaigns, including metrics such as impressions, clicks, and sales.

• Sponsored Products: Sponsored Products are ads that appear in the search results and product detail pages on Amazon. These ads can help businesses increase the visibility of their products and drive more sales.
• Sponsored Brands: Sponsored Brands are ads that feature a company's logo, a selection of products, and a custom headline. These ads can appear on Amazon, including the search results and product detail pages.
• Sponsored Display: Sponsored Display ads can appear on various parts of the Amazon website, including the homepage, search results, and product detail pages. They can also appear on other websites that are part of the Amazon Advertising network, such as IMDb and Twitch.
• Amazon DSP: Amazon DSP (Demand-Side Platform) is a programmatic ad-buying platform that allows businesses to target specific audiences and reach them with display and video ads across the Amazon Advertising network.
• Amazon Advertising API: The Amazon Advertising API is a set of APIs (Application Programming Interfaces) allowing businesses to access and manage their advertising campaigns on Amazon programmatically. This can be useful for companies that want to integrate their advertising data with other business systems and platforms.
• Amazon Attribution: Amazon Attribution is a tool that helps businesses understand how their advertising campaigns on Amazon are driving sales and revenue. It provides detailed data on the performance of your campaigns, including the number of impressions, clicks, and sales generated by your ads. This can be useful for identifying trends and patterns in your advertising performance and making data-driven decisions about your strategy.
• Amazon Marketing Cloud: Amazon Marketing Cloud (AMC) is a suite of tools that helps businesses optimize their marketing efforts across various channels, including email, web, social media, and mobile. The tools within the Marketing Cloud are designed to help businesses engage with their customers, personalize their marketing efforts, and drive more sales and revenue.
• Amazon Marketing Streams: Amazon Marketing Streams is a tool that helps businesses streamline their marketing efforts on Amazon. It allows companies to manage their advertising campaigns across multiple channels, including Amazon Advertising, Amazon Marketing Services (AMS), and Amazon DSP (Demand-Side Platform). Marketing Streams provides a single dashboard for managing and analyzing all your advertising data in one place, making tracking and optimizing your campaigns easier.

In addition to the services outlined above, increasingly, brands must leverage the Amazon Brand Registry for IP protection and Brand Analytic Reporting to understand broad brand advertising investments. Also, creating an Amazon Brand Store that reflects your business's tone, positioning, and visual elements is essential.

This is a broad ecosystem with vast nuances, gotchas, and complexity. Tools and automation are a must. However, there is an expansive collection of tools connected to this ecosystem of Amazon products and services, and which tool is "best" is a function of what you are trying to accomplish.

Why Utilize Amazon Advertising Tools?

If you are an Amazon marketing agency, Amazon Vendor Central agency, Amazon consultant, or brand team, using Amazon advertising tools (or tools in general!) has several benefits. This is especially true considering the magnitude of the e-commerce ecosystems we just detailed.

Here are a few key points to consider:

• Improved advertising efficiency: By consistently assessing and taking action from the information from these tools, companies can pick up where their advertising could be working more effectively and make transformations to their plan. This will increase the efficiency of their advertising endeavors and get more worth out of their ad budget.
• Better targeting: Utilizing these tools, companies can more accurately focus their advertising campaigns. With their data on customers, competitors, and industry trends, businesses can recognize the most efficient means of reaching the intended audience while displaying the appropriate message at an appropriate time.
• Increased sales and revenue: The ultimate ambition all businesses strive to achieve is to better their sales and revenue. With the help of these tools in optimizing their paid media tactics, companies can boost the effectiveness of their plans and improve consumer sales and profit revenues.
• Flexibility: Standards-based, open solutions that avoid expensive vendor lock-in.
• Ownership: Tools that support creating proprietary intellectual property (IP) like profitability models, visual storytelling, and others that offer competitive differentiation from peers.
• Comprehensive data: These tools provide comprehensive data on the performance of your advertising campaigns, which can help identify trends and patterns and make data-driven decisions about your strategy.
• Integration with other platforms: These tools provide extensive information concerning the effectiveness of your advertising efforts on other platforms like Facebook and Google, allowing proper detection of patterns and trends that give you a chance to base decisions on data.

Starting With The Basics: Amazon Advertising Advanced Tools

Advanced Tools is provided directly by Amazon, which helps businesses optimize their advertising efforts on Amazon. The tools are free and include various features for managing and analyzing advertising campaigns, including automated bidding, budget optimization, and audience segmentation.

Some of the key features of Amazon Advertising Advanced Tools include:

• Automated bidding: This feature allows businesses to set up automated rules for adjusting their bid prices based on various factors, such as the performance of their campaigns or changes in the market. This can help businesses optimize their bid prices and get more value from advertising.
• Budget optimization: This feature helps businesses optimize their advertising budgets by automatically allocating them to the most effective campaigns and keywords.
• Audience segmentation: This feature allows businesses to create targeted campaigns based on specific customer segments, such as demographics, interests, and behavior. This can help companies to deliver more relevant and personalized advertising to their target audience.
• Reports: Advanced Tools provide performance reports of your advertising campaigns, which can help identify trends and patterns and make data-driven decisions about your strategy.

While Amazon Advertising Advanced Tools is the starting point for most advertisers, there are some pros and cons to consider:

Pros:

• Cost: It is free!
• Advanced features: The Advanced Tools Center offers a range of advanced features that can help businesses get more value out of their advertising efforts on Amazon. This includes automated bidding and budget optimization, audience segmentation, and campaign scheduling.
• Comprehensive data: The Advanced Tools Center provides comprehensive data on the performance of your Amazon advertising campaigns, which can help identify trends and patterns and make data-driven decisions about your strategy.

Cons:

• Complexity: Some of the tools within the Advanced Tools Center can be complex to use and may require a learning curve to utilize their features fully.
• Flexibility: You are limited to only the capabilities and views released by Amazon, especially in reporting.
• Ownership: Your performance data is siloed, meaning it can not be extended to support a holistic, non-Amazon Advertising view of your business
• Limited to Amazon: The Advanced Tools Center is specifically designed for advertising on Amazon, so it may be less relevant or valuable for businesses that advertise on other platforms.

Amazon Advertising API: Putting You In Control

If you feel stuck in the web-based Amazon Ads UI and are tired of manually downloading and managing 100s of spreadsheets across your clients, the Ads API is a must. The API will enable new levels of automation, eliminating messy, expensive, and error-prone manual work.

The Amazon Advertising API (Application Programming Interface) is a set of APIs allowing businesses to programmatically access and manage their advertising campaigns on Amazon. The API provides access to various advertising data and functionality, including creating, updating, and retrieving ad campaigns, processing performance data, and performing bulk operations.

If you are an Amazon consultant or Amazon agency, manual work drives costs and under-delivers;

1. Your bill rates and delivery schedules factor in labor-intensive and error-prone wrangling work, which means longer timelines and bigger budgets.
2. Your clients are underserved and unimpressed with the "spreadsheet" output. It does not meet their expectations OR achieve the value promised by you. They lose confidence in your ability to deliver insights into their ad investments.

While an API may sound intimidating, as a tool, it unlocks significant opportunities. For example, Openbridge, a verified Amazon Ads partner, offers code-free, fully automated API integrations, unifying data to a trusted, private data warehouse you control and own.

Automated, unified data means you can put your data to work with your favorite analytics tools. Explore, analyze, and visualize data to deliver faster innovation while avoiding vendor lock-in using tools that align with your service delivery.

Below is a collection of Amazon Advertising tools for insights, analytics, and reporting;

• Tableau: Tableau is a powerful data visualization tool that allows you to see your Amazon advertising data in various formats, including charts, maps, and graphs. With Tableau, you can easily track the performance of your campaigns, see how different variables affect your sales, and identify trends and patterns in your data.
• Power BI: Power BI is another data visualization tool that provides a range of features for analyzing and interpreting your Amazon advertising data. It allows you to create custom dashboards and reports to track your performance and integrates with various other business tools and platforms.
• Looker: Looker is a business intelligence platform that offers advanced analytics and data modeling capabilities. It allows you to create custom data models and queries to analyze your Amazon advertising data and provides a range of visualization options for presenting your findings.
• Qlik Sense: Qlik Sense is a business intelligence platform that offers a range of tools for creating dashboards, reports, and visualizations.
• IBM Cognos: IBM Cognos is a comprehensive business intelligence platform offering various data analysis and reporting tools.
• MicroStrategy: MicroStrategy is a business intelligence platform that offers a range of tools for creating dashboards, reports, and visualizations.
• SAP BusinessObjects: SAP BusinessObjects is a business intelligence platform that offers a range of tools for creating dashboards, reports, and visualizations.
• Sisense: Sisense is a business intelligence platform that offers a range of tools for creating dashboards, reports, and visualizations. It is designed to help businesses analyze and understand large and complex data sets.
• DBT: DBT (Data Build Tool) is an open-source data modeling tool that helps businesses transform and analyze data from various sources. It allows companies to define data transformations and build a data model that can be queried and used for analysis.
• Alteryx: Alteryx is a business intelligence platform that offers a range of tools for data preparation, analysis, and visualization. It is designed to help businesses of all sizes analyze and understand complex data sets and makes data-driven decisions.

Each of these tools offers a unique set of features and can be helpful in different situations, depending on your business needs and goals. By leveraging the power of these tools, you can gain valuable insights into your Amazon advertising performance and make informed decisions about optimizing your strategy.

Best Amazon Advertising Tools: Amazon PPC software

Many Amazon PPC (pay-per-click) tools are available to help businesses optimize their advertising strategy on Amazon. A prepacked Amazon PPC tool may appeal if you are an Amazon Seller central agency or Amazon consultant. Here are a few examples:

• Teikametrics: Teikametrics is a tool that helps businesses automate and optimize their PPC campaigns on Amazon. It offers automated bidding, keyword optimization, and campaign tracking features, which can help enterprises to get more value out of their advertising spend.
• Helium10: Helium10 is a suite of tools for Amazon sellers that includes several PPC-related features. It offers tools for keyword research, campaign optimization, and competitor analysis, which can help businesses identify opportunities for improving their PPC campaigns on Amazon.
• Jungle Scout: Jungle Scout is another tool designed for Amazon sellers that offers a range of features for optimizing PPC campaigns. It provides tools for keyword research, campaign management, and performance tracking, which can help businesses identify opportunities for improving their PPC efforts on Amazon.
• SellerApp: SellerApp is a suite of tools designed to help businesses that sell on Amazon optimize their performance and grow their business. It offers a range of features for keyword research, product listing optimization, and performance tracking, which can help companies to improve their Amazon rankings and drive more sales.
• Perpetua: Perpetua is a tool that helps businesses optimize their Amazon PPC campaigns. It offers automated bidding, keyword optimization, and campaign tracking features, which can help companies to get more value from their advertising spend on Amazon.
• Sellozo: Sellozo is a tool that helps businesses optimize their Amazon PPC campaigns. It offers a range of features for keyword research, campaign management, and performance tracking, which can help businesses identify opportunities for improving their PPC efforts on Amazon. Sellozo also provides detailed analytics on the performance of your campaigns, which can help identify trends and patterns and make data-driven decisions about your strategy.

By using these Amazon PPC tools, businesses can gain valuable insights into their PPC campaigns on Amazon and make informed decisions about optimizing their strategy. These tools provide a rich collection of premade capabilities, which can improve the efficiency and effectiveness of your advertising efforts and drive more sales and revenue.

Amazon Advertising Tool Case Studies

Many businesses have successfully used these Amazon advertising tools to drive brand awareness and sales growth. Per Amazon, here are a few examples:

• ŠKODA: ŠKODA, a car manufacturer, analyze their Amazon advertising campaigns' performance in various markets worldwide. By regularly reviewing the data, ŠKODA could identify trends and patterns in its advertising performance and make data-driven decisions about optimizing its strategy.
• Johnnie Walker: Johnnie Walker, a whisky brand, tracks and analyze the performance of its Amazon advertising campaigns. By creating custom dashboards and reports, Johnnie Walker could get a clear picture of their advertising performance and make informed decisions about optimizing their strategy.
• L'Oréal: L'Oréal, a cosmetics brand, analyze its Amazon advertising data and identify opportunities for improvement. By creating custom data models and queries, L'Oréal gained valuable insights into their advertising performance and made data-driven decisions about optimizing their strategy.

Each of these brands was able to use these Amazon advertising tools to gain valuable insights into their advertising performance and make informed decisions about optimizing their strategy to drive Amazon sales. By regularly reviewing and acting on the data provided by these tools, they improved the efficiency and effectiveness of their Amazon Ad efforts.

Don't Forget Amazon Retail!

The Amazon Retail platform provides tools and resources to help businesses manage their sales on Amazon, including listing and pricing tools, order management, and fulfillment options. These tools provide reports on the performance of a business's products and sales, inventory, and financial accounting information. Amazon Retail perfectly complements the paid media investments related to Amazon Ads.

If you are an Amazon Marketing Service, Amazon agency, Amazon consultant, or brand, get fast, flexible, and simple data integration and analytics with Openbridge! The Amazon platform offers APIs for Ads and Retail.

Unify Amazon Advertising data with Amazon Retail Seller Central or Vendor Central account data (i.e., product listing, inventory, traffic, sales, and fulfillment). Create a unified 360 view of your Amazon business, regardless of the Amazon marketplace, that includes advertising and retail operations. Dig deep into your Amazon customer trends and the type of new amazon customer you want to target by harnessing your data.

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The Best Amazon Advertising Tool For Sellers & Vendors was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.

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