Today at Amazon Accelerate: Amazon to Launch the Search Analytics Dashboard That Will Provide Third-Party Sellers with Insights on Search Performance of Their Products
October 20 2021 - 12:00PM
Business Wire
New Search Analytics Dashboard to provide
sellers with a wealth of anonymized data to better understand
customers’ interests and shopping choices for their products
Information will help sellers optimize their
listings, inform inventory planning, plan their product development
roadmap, and grow their business both on and off Amazon
Search Analytics Dashboard will be available in
early 2022 for sellers enrolled in Brand Registry
Today at the Accelerate 2021 conference for U.S. third-party
sellers, Amazon (NASDAQ: AMZN) announced the Search Analytics
Dashboard, a new tool that will help sellers registered in Brand
Registry derive insights from the search performance of their
products.
“The Search Analytics Dashboard will provide sellers with a
wealth of anonymized data to better understand customers’ interests
and shopping choices for their products. This information will help
sellers optimize their listings, inform inventory planning, plan
their product development roadmap, and grow their business both on
and off Amazon,” said Srikanth Thirumalai, Vice President of Search
at Amazon. “We are excited about what these insights will do for
sellers, and we look forward to their feedback as we identify new
ways to partner with them and improve the shopping and selling
experience together.”
The Search Analytics Dashboard will enhance the existing Amazon
Brand Analytics suite of aggregated data reports, which includes
reports for repeat purchase behavior, market basket analysis, item
comparison, alternate purchase behavior, and demographics. For
several years, Amazon has offered brands a Search Terms report that
includes search frequency rank, click data, and conversion share,
and the new Search Analytics Dashboard goes even deeper into the
shopping experience.
The new Search Analytics Dashboard will include the Catalog and
Query Performance dashboards:
- The Query Performance Dashboard will help sellers understand
top search terms that are associated with their products. This
information can help sellers better target the keywords they use in
their marketing campaigns and identify opportunities to expand
their product portfolio based on customer interest.
- The Catalog Performance Dashboard will help brands understand
their sales funnel at the product level. Sellers will be able to
use this tool to quickly identify conversion issues or drop-off
points where they lose customer attention. The dashboard will also
help sellers analyze the price competitiveness of their products
and optimize their marketing investments and inventory
planning.
"Search term data is very helpful for our business and consumer
brands, in general. The Search Analytics Dashboard will bring to
light some incredibly valuable data for us. We will be able to
identify high-performing keywords for our products, which we can
use to fine-tune our marketing and product development strategies,”
said Jason Mclellan, director at VitaCup, a seller participating in
the products’ development. “The information has already helped us
identify a new product to develop and a product category where
we’re building traction.”
The Search Analytics Dashboard will be available in the U.S. in
early 2022. The tool will be provided at no charge to Amazon
sellers who are enrolled in Amazon Brand Registry.
Last year, Amazon invested more than $18 billion in logistics,
tools, services, programs, and teams to help sellers get started,
build their brands, and leverage Amazon’s scale to reach more
customers. Amazon sellers have created an estimated 1.8 million
U.S. jobs managing, operating, and supporting their Amazon-related
businesses.
Learn more about Accelerate at
https://www.amazonaccelerate.com/.
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