Welcome to "Advancing Your Amazon Retail Strategy: Part 5," the final segment in our series dedicated to maximizing success with Amazon's advanced retail solutions. In this presentation, we'll explore advanced strategies and tactics tailored to elevate your Amazon Retail Advance strategy and drive sustained growth on the platform. Firstly, let's delve into advanced advertising and marketing techniques. In addition to Sponsored Products and Sponsored Brands ads, you can leverage Amazon DSP, video ads, and influencer partnerships to expand your brand's reach. Learn how to target specific audience segments and optimize ad performance for maximum impact and ROI. Next, we'll discuss cross-channel integration and omnichannel marketing. Integrating your Amazon store with other sales channels, like your website or social media platforms, can broaden your audience and boost sales. Discover strategies for coordinating marketing efforts across channels to deliver a seamless shopping experience for customers. Furthermore, we'll explore international expansion strategies. Selling internationally presents new growth opportunities but also unique challenges. Learn advanced tactics for expanding into new markets, including thorough market research, localization efforts, and fulfillment optimization to ensure success abroad. Additionally, safeguarding your brand is crucial as you grow on Amazon. Advanced brand protection and enforcement strategies help combat counterfeiters and maintain brand integrity. Discover techniques for monitoring and enforcing your brand rights effectively across the platform. Moreover, optimizing the customer experience is paramount. Exceptional customer service and a seamless shopping journey build trust and loyalty. Explore advanced techniques for enhancing product listings, streamlining checkout processes, and providing personalized customer support. In conclusion, mastering these advanced strategies will empower you to elevate your Amazon Retail Advance strategy and achieve sustained success on the platform. By leveraging advanced advertising, cross-channel integration, international expansion, brand protection, and customer experience optimization tactics, you'll be well-equipped to thrive in the competitive e-commerce landscape and maximize your potential on Amazon's platform. Join us as we advance your Amazon Retail strategy to new heights of success.

1. Use Amazon Brand Analytics
to help optimize results
● List the different Amazon retail measurement solutions available to selling
partners.
● Describe how to access and use Amazon Brand Analytics to help improve
brand visibility and sales performance.
● Identify the different reports and dashboards available in Amazon Brand
Analytics.
Unlocking Amazon Retail: Post #1
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2. Amazon Brand Analytics
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3. Amazon retail measurement solutions
● Amazon Retail Measurement Solutions:
○ Gain insights into sales and customer behavior.
○ Monitor sales performance and customer behavior.
○ Optimize pricing strategies and improve listings.
● API Solutions for Business Management:
○ Amazon Ads API for scalable and automated advertising solutions.
○ Amazon Selling Partner API for programmatically accessing retail information.
● Course Focus:
○ Amazon Brand Analytics
○ Amazon Retail Analytics
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4. Amazon Brand Analytics overview
● Amazon Brand Analytics Overview:
○ Available to registered brands on Seller Central and Vendor Central.
○ Offers a range of reports and metrics for data-driven decisions.
○ Provides insights across all stages of the shopping process on Amazon.com.
● Benefits for Selling Partners:
○ Identify new product opportunities.
○ Monitor factors influencing sales.
○ Enhance brand visibility.
○ Gain a competitive edge.
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5. Reports in Amazon Brand Analytics
● Accessing Amazon Brand Analytics:
○ Seller Central: Visit Brand Analytics dashboard under the Brands tab.
○ Vendor Central: Select Brand Analytics under the Reports tab.
● Available Reports and Dashboards:
○ Top search terms
○ Demographics (US marketplaces only)
○ Market basket analysis
○ Repeat purchase behavior
○ Search catalog performance
○ Search query performance
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6. Reports in Amazon Brand Analytics: Top search
terms - What is on this report?
● Most popular search terms on Amazon.com within a specified time frame.
● Search frequency rank for each term.
● Top 3 products customers clicked on after searching for each term.
● For each of the top 3 products, the report includes:
● Click share: Percentage of total clicks that the product received for that term.
● Conversion share: Percentage of total conversions that the product achieved for that
term.
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7. Reports in Amazon Brand Analytics: Top search
terms - What specific metrics does this report
include?
● Click share: The percentage of customers who clicked on the product after searching for a
particular term.
● Conversion share: The percentage of customers who bought the product after searching
for a particular term.
● Search frequency rank: The numeric rank of a search term’s popularity compared to all the
other terms on a given time period. The lower the number of the search frequency rank,
the more popular a particular search term is to customers.
● Top clicked brands: The top 3 brands generating the most results for the search term.
● Top clicked categories: The top 3 categories generating the most results for the search
term.
● Top clicked products: The top 3 products generating the most results for the search term.
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8. Reports in Amazon Brand Analytics: Top search
terms - What specific metrics does this report
include?
● The "Top Search Terms" report offers crucial data on search term visibility and relevance.
● It provides insights into both searched terms and related keywords, including negative
keywords.
● Enables optimization of sponsored ad campaigns by identifying high-performing search
terms.
● Helps enhance product discoverability through organic search by updating keywords on
the product detail page.
● Allows for competitive analysis by checking products and search terms for both your own
and competitors' products.
● Aids in optimizing PPC campaigns by adjusting bids based on insights from the report.
● Enhances product targeting for PPC to avoid wastage of ad spend on low-impact
keywords. 8

9. Reports in Amazon Brand Analytics: Demographics -
What is on this report?
● Demographics report offers a detailed view of product sales based on customer categories
like age, income, education, gender, and marital status.
● Data is specific to primary customer account-holders for privacy reasons.
● To be included in the analysis, brands and customer categories need a minimum of 100
unique customers in the selected time range.
● This report is currently available for the U.S. marketplace only.
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10. Reports in Amazon Brand Analytics: Demographics -
What specific metrics does this report include?
● Unique customers: The number and percentage of your Amazon.com customers that are
associated with a particular demographic.
● Product sales: The number and percentage of sales of products coming from a particular
demographic.
● Ordered units: The number and percentage of orders of products coming from a particular
demographic.
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11. Reports in Amazon Brand Analytics: Demographics -
What specific metrics does this report include?
● Demographics report aids in shaping advertising and creative strategies.
● Provides combined data on age, household income, and more.
● Offers insights like the percentage of unique buyers out of total customers, total earnings
from product sales, number of customers placing orders, and total order units.
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12. Reports in Amazon Brand Analytics: Market Basket
Analysis - What is on this report?
● Market basket analysis reveals frequently purchased product combinations.
● Helps identify effective bundling and cross-selling opportunities.
● Shows which other products are commonly bought alongside a brand's products.
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13. Reports in Amazon Brand Analytics: Market Basket
Analysis - What specific metrics does this report
include?
● Purchased ASIN: The top 3 products that are frequently bought by customers along with
your brand. You can only see up to the third top purchased product for every brand
product bought within the reporting range.
● Combination %: Percentage of orders that contain both your product and the #1
purchased product in comparison to the total number of orders that contained at least two
different items including your product. The higher the Combination %, the more frequently
your products are bought together with the listed product. This means that you can cross-
market your products with the other competitor products listed in the market basket
analysis report.
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14. Reports in Amazon Brand Analytics: Market Basket
Analysis - What specific metrics does this report
include?
● Market basket analysis shows frequently paired products.
● Use insights to create virtual bundles, increasing basket size and profitability.
● Helps in choosing products for sponsored ad campaigns.
● Identify cross-marketing opportunities for related or complementary products.
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15. Reports in Amazon Brand Analytics: Repeat
purchase behavior - What is on this report?
● Analyze customer retention and repeat purchase patterns by brand or ASIN.
● Understand cadence for product replenishment or purchase intervals.
● Use insights to make informed decisions on stocking up and planning advertising
campaigns.
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16. Reports in Amazon Brand Analytics: Repeat
purchase behavior - What specific metrics does this
report include?
● Repeat ordered product sales: Ordered product sales from customers who made more
than one order within the selected reporting time range.
● Repeat ordered units: Number of product units purchased by customers who made more
than one order within the selected reporting time range.
● Repeat customer count: Number of unique customers who placed more than one order
within the selected reporting time range.
● Repeat customer share: Repeat customers as a percentage of all customers who made an
order within the selected reporting time range.
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17. Reports in Amazon Brand Analytics: Repeat
purchase behavior - What specific metrics does this
report include?
● Repeat purchases build customer loyalty.
● High percentage of repeat customers indicates product popularity.
● Increased sales lead to more traffic and reviews, improving ranking.
● Use data to promote successful products in your Store.
● Identify products for the Subscribe & Save program.
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18. Reports in Amazon Brand Analytics: Search catalog
performance - What is on the dashboard?
● Provides insights on customer interactions with your products.
● Includes metrics like impressions, clicks, add-to-cart, purchases, and conversion rates.
● Helps understand the sales funnel and customer engagement.
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19. Reports in Amazon Brand Analytics: Search catalog
performance - What specific metrics does dashboard
include?
● Impressions: Total times the product is displayed in search results during the selected
period.
● Price (median): Median listing price of products that were viewed, clicked, or added to
cart.
● Clicks: Total times a product's detail page is viewed from search results.
● Click rate (CTR): Percentage of clicks to impressions from search results.
● Cart adds: Total times a product is added to the shopping cart from search results.
● Purchases: Total times a product is purchased from search results.
● Search sales traffic: Total sales revenue from search results during the selected period.
● Conversion rate: Percentage of purchases to clicks from search results. 19

20. Reports in Amazon Brand Analytics: Repeat
purchase behavior - How can you use the insights
from this dashboard to help drive results?
● Top of the funnel (Impressions): Understand the keywords customers use to find products.
Improve impressions by targeting relevant, low-competition keywords in listings.
● Middle of the funnel (Clicks): Identify which products receive the most clicks. Enhance this
stage by optimizing product titles for higher click-through rates.
● Bottom of the funnel (Conversions): Determine products with the highest conversion
rates and purchases. Enhance conversions by improving product listings with quality
images, detailed descriptions, and competitive pricing.
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21. Reports in Amazon Brand Analytics: Search query
performance - What is on the dashboard?
● Brand View: Displays search query performance for all products under your brand within a
chosen timeframe.
● Product View: Offers insights into the performance of top search queries for selected
products within a specific period.
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22. Reports in Amazon Brand Analytics: Search catalog
performance - What specific metrics does dashboard
include?
● Search Query: The specific term searched by customers.
● Search Query Score: The ranking of each search query based on performance.
● Search Query Volume: The frequency of times the query was searched during the selected
period.
● Impressions:
○ Total Count: The overall number of impressions for all products from the search result.
○ Brand Count: Impressions specifically for products of the selected brand.
○ Brand Share: Percentage of impressions from the brand compared to the total count for
the query.
● Clicks:
○ Total Count: The overall number of clicks on products from the search result.
○ Brand Count: Clicks specifically for products of the selected brand.
○ Brand Share: Percentage of clicks from the brand compared to the total count for the
query. 22

23. Reports in Amazon Brand Analytics: Search catalog
performance - What specific metrics does dashboard
include?
● Cart Adds:
○ Total Count: The overall number of times a product was added to the cart.
○ Brand Count: Cart adds specifically for products of the selected brand.
○ Brand Share: Percentage of cart adds from the brand compared to the total count for
the query.
○ Cart Add Rate: The percentage of times customers click "Add to Cart" after viewing
the product.
● Purchases:
○ Total Count: The overall number of product purchases after using the search query.
○ Brand Count: Purchases specifically for products of the selected brand.
○ Brand Share: Percentage of purchases from the brand compared to the total count for
the query.
○ Purchase Rate: The percentage of purchases compared to the search query volume
count. 23

24. Reports in Amazon Brand Analytics: Repeat
purchase behavior - How can you use the insights
from this dashboard to help drive results?
● Utilize Insights for Organic Keywords: Leverage high-performing keywords from search
query data to enhance organic keyword strategies on product detail pages and sponsored
ads.
● Optimize Selling and Advertising: Use brand insights for metrics like brand share, clicks,
cart adds, and purchases to refine selling and advertising strategies across the customer
journey.
● Improve Click Rates: If brand share for clicks is low, experiment with high-quality images
and detailed product titles through A/B testing to boost click-through rates.
● Enhance Add-to-Cart Rates: Low brand share for add-to-cart rates may suggest an
ineffective product description. Optimize descriptions and conduct A/B tests with A+
content for improvement.
● Maximize Purchases: Test different pricing strategies to identify approaches that lead to
higher purchase rates when brand share for purchases is low. 24

25. Amazon Retail Analytics
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26. Amazon Retail Analytics overview
Amazon Retail Analytics provides vendors with valuable insights into their sales and
operational data. Here are the key reports available:
Vendors have access to the following Amazon Retail Analytics reports and dashboards on
Vendor Central:
● Forecasting
● Inventory
● Net pure product margin (PPM)
● Sales
● Traffic
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27. Reports in Amazon Retail Analytics: Forecasting -
What is on this report?
● Forecasting report analyzes customer demand for products.
● Helps in production and inventory planning.
● Useful for creating stock plans and anticipating purchase orders.
● Aims to minimize out-of-stock situations.
● Note: It provides a forecast, not a guarantee of actual future demand.
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28. Reports in Amazon Retail Analytics: Forecasting -
What specific metrics does this report include?
● Probability levels (p-levels): Estimates stock needed to meet customer demand,
considering various factors.
● Higher p-level indicates more inventory needed to meet demand.
● Weekly mean forecast: Amazon's best estimate of weekly customer demand in the future
(1-48 weeks), without factoring in safety stock.
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29. Reports in Amazon Retail Analytics: Forecasting -
What specific metrics does this report include?
● Forecasting report aids in planning by providing an educated guess based on sales data.
● It offers a baseline for adjusting stock levels for anticipated peaks.
● Helps in preparing stock and anticipating future purchase orders.
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30. Reports in Amazon Retail Analytics: Inventory -
What is on this report?
● Inventory report helps monitor product inventory health.
● Provides metrics like on-hand inventory, customer demand, and purchase orders.
● Enables quick identification of critical product and inventory issues.
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31. Reports in Amazon Retail Analytics: Inventory - What
specific metrics does this report include?
● Aged 90+ days sellable inventory: Units at least 90 days old in sellable condition.
● Aged 90+ days sellable units: Cost of inventory at least 90 days old in sellable condition.
● Net received amount: Cost of inventory received by Amazon after returns.
● Net received units: Units received by Amazon after returns.
● Open purchase order quantity: Units in vendor's open purchase orders.
● Overall vendor lead time: Time from order to fulfillment center.
● Procurable product out of stock (OOS): Rate of procurable products out of stock.
● Receive fill rate %: Units received vs. confirmed for procurable ASINs.
● Sell through rate: Shipped vs. initial units at Amazon.
● Sellable on hand inventory amount: Cost of sellable inventory.
● Sellable on hand units: Units in sellable condition.
● Unfilled customer ordered units: Ordered but not shipped units.
● Unsellable on hand inventory: Cost of unsellable inventory.
● Unsellable on hand units: Unsellable units.
● Unhealthy inventory: Excess cost based on forecasted demand.
● Unhealthy units: Excess units based on forecasted demand.
● Vendor confirmation rate: Units confirmed vs. requested for procurable products. 31

32. Reports in Amazon Retail Analytics: Inventory - How
can you use the insights from this report to help
drive results?
● Use inventory report for supply planning and meeting Amazon's needs.
● Review 'unsellable' metrics for transit issues to Amazon warehouses.
● Adjust future orders or identify products for promotion using 'unhealthy' metrics.
● Prevent out-of-stock issues impacting campaigns or promotions.
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33. Reports in Amazon Retail Analytics: Net Pure
Product Margin (PPM)- What is on dashboard?
● Net PPM dashboard analyzes actual product profitability after expenses.
● Factors in cost of goods, vendor funding, and sales discounts.
● Helps assess if a product is generating sufficient profit from sales.
● Evaluates containment of operating and overhead costs.
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34. Reports in Amazon Retail Analytics: PPM - What
specific metrics does this report include?
● Net PPM % considers discounts and contra-COGS in pure profit margin.
● Contra-COGS represents funds collected from vendors for various agreements.
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35. Reports in Amazon Retail Analytics: PPM - How can
you use the insights from this dashboard to help
drive results?
● The net PPM dashboard helps identify profitable products.
● It aids in addressing profitability issues and optimizing ad campaigns.
● It allows for monitoring the impact of advertising on profitability.
● Prioritizing products with higher net PPM% can enhance brand performance.
● It identifies products affecting profitability negatively, prompting strategies for
improvement.
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36. Reports in Amazon Retail Analytics: Sales - What is
on this report?
● The Sales report tracks individual product performance in terms of sales, orders,
shipments, and returns.
● It provides insights into current and past sales performance, including revenue.
● The report is accessible for specific date ranges and individual products.
● It helps identify factors contributing to sales performance, aiding in optimization
strategies.
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37. Reports in Amazon Retail Analytics: Sales - What
specific metrics does this report include?
● Customer returns: Number of units returned, affecting the ordered revenue based on the
original sale date.
● Ordered revenue: Total revenue from customer orders, accounting for adjustments like
returns or cancellations.
● Ordered units: Total units ordered by customers, considering adjustments for returns or
cancellations.
● Shipped COGS (PCOGS): The cost paid by Amazon to procure items from a vendor.
● Shipped revenue: Revenue generated from customer orders at the time of shipment.
● Shipped units: Quantity of units shipped to customers.
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38. Reports in Amazon Retail Analytics: Sales - How can
you use the insights from this report to help drive
results?
● Identify Top Performers: Review ordered revenue to pinpoint best-selling products and
prioritize them for advertising.
● Assess Seasonality and Marketing Impact: Compare ordered revenue and units across
different time frames to discern seasonal trends and gauge the effectiveness of marketing
efforts.
● Address Return Rate Concerns: Analyze customer returns to identify products with high
return rates. Use customer feedback to enhance product listings, packaging, or address
other issues contributing to returns.
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39. Reports in Amazon Retail Analytics: Traffic - What is
on this report?
● Track Glance Views: Monitor the number of views your product detail pages receive. This
helps identify which products are attracting more customer attention.
● Identify High and Low Traffic Products: Analyze the trends to distinguish between
products with high and low traffic. This information can guide future business strategies.
● Boost Low Traffic Products: For products with low traffic, consider running marketing
activities or setting up promotions to increase visibility and attract more potential buyers.
● Optimize Conversion: For products with high views, focus on strategies to convert those
views into actual sales. This might involve refining product listings, providing additional
information, or offering promotions to entice purchases.
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40. Reports in Amazon Retail Analytics: Traffic - What
specific metrics does this report include?
● Glance views (GVs): The number of views the product detail page receives from customers
on Amazon.com when a vendor is the featured seller. This provides vendors with traffic
data where they had the chance to convert a sale.
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41. Reports in Amazon Retail Analytics: Traffic - How
can you use the insights from this report to help
drive results?
● Traffic report identifies changes in relevant traffic metrics.
● Conversion rate is calculated as ordered revenue divided by glance views.
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