Brand Analytics Update in Amazon

Amazon Announces New ASIN Update

Amazon recently announced a new ASIN-search update to their Brand Analytics tool. The Brand Analytics tool has features that offer valuable insights and allows brands to monitor performance of their marketing and advertisements. Using the analytics tool has been useful for Amazon sellers looking to make more accurate business decisions. In addition, the brand analytics tool has helped with profitability and visibility into products on the platform.

Data captured in Amazon Brand Analytics

Advertising and marketing can be a long game that requires constant monitoring to ensure businesses are getting the most return on their investment. This feature is only available to sellers who enrolled and have met the Amazon’s Brand Registry eligibility requirements.

Access to KPIs

With Amazon’s Brand Analytics tool, brand-registered sellers have access to key performance metrics including:

• Keyword analysis
• Lead generation
• Customer insights (buying behaviors)
• Conversion rate on targeted campaigns
• Competitor analysis
• ASIN search term data

What are ASINs and Why are They Important?

ASIN is short for Amazon Standard Identification Number. The ASIN is a unique identifier consisting of 10 letters and numbers in some sort of combination.

Amazon identifies every product on the platform with a unique ASIN. The identification number will always be unique for each product and the ASIN is a central part of Amazon’s vast catalog. ASINs are just like the barcodes found on food packaging and other grocery items; they are a way for Amazon to categorize products, track product data and inventory, and index pages in the catalog for search.

To list any product on Amazon, sellers must create a new ASIN or match their ASIN to an existing ASIN that already exists in the Amazon catalog.

Updates to the Amazon ASIN

Brand owners can now run what Amazon refers to as an “ASIN-level search query.” This means that within the Brand Analytics tool, brand owners can view performance on specific ASINs. The new update will allow brands to get a deeper understanding of the customer buying journey and how they find their product listing.