Amazon Brand Analytics (ABA), available only to sellers who own a brand , helps brand owners make informed and strategic decisions about product advertising mix and marketing/advertising campaigns.

At present, the brand analysis function mainly includes five modules: Amazon keyword search, repeat purchase behavior, market basket analysis, product comparison and alternative purchase behavior, and people statistics.

Seller Wizard's [Keyword Trend Selection] and [Word Reverse Search] function data comes from ABA's Amazon keyword search module. This module shows the most common search terms in the Amazon marketplace for a specific time period, the search frequency ranking for each term, and the top three items that shoppers clicked on overall after searching for that term.

(The picture comes from ABA – Amazon keyword search )

The five analysis methods of this module are introduced below:

1. Reverse search for traffic words/outgoing words of an ASIN

Amazon’s official explanation: Click sharing in Amazon keyword search refers to the number of times Amazon customers clicked on a specific product after searching for a specific term divided by the total number of times Amazon customers clicked on any product after searching for that term.
Conversion rate share is the number of times Amazon shoppers overall purchase a specific item after searching for a specific term divided by the total number of times Amazon shoppers overall purchase any item after searching for that term.
After entering a specific ASIN, the traffic words and outgoing words corresponding to the ASIN can be obtained, that is, the buyer clicks and converts the ASIN after searching for the keyword.

(The picture comes from the seller's genie out of the word reverse check)

(The picture comes from the ABA-Amazon keyword search export form)

2. Analyze the market capacity of a certain category

On Amazon, buyers primarily search for keywords to find targeted products. The keyword search frequency ranking in Amazon keyword search, on the other hand, is a relative metric that refers to the numerical ranking of the popularity of a particular search term compared to all other search terms in a given time period. It quantifies the popularity of a specific search term relative to other search terms over a period of time, reflecting the needs of its corresponding market segment.
For example, the keyword water bottle has a search ranking of 173 between March 27 and April 2, 2022, and the top 10 keyword search rankings in its market segment are all within 5,000, and the market capacity is very large. big.

(The picture comes from ABA-Amazon keyword search)

(The picture comes from the keyword trend selection of Seller Elf)

3. Expand keywords

This is the most basic function of this function. Entering a core keyword can expand on the basis of the search term to obtain relevant long-tail keywords. The search term is included in the query results.
For example, by entering the keyword storage bins, long-tail words containing the root of storage bins can be expanded, and these words are the keywords that buyers use for real searches.For more keyword expansion methods, please use the keyword mining and keyword reverse search of the seller wizard

(The picture comes from ABA-Amazon keyword search)
(The picture comes from the keyword trend selection of Seller Elf)

4. Determine the monopoly degree of the market segment

Seller Wizard integrates the click sharing data in ABA as a click concentration index, which refers to the proportion of the clicks of the top three ASINs in the clicks of a keyword's search result page in the total clicks of the keyword, to a certain extent It reflects the monopoly of keywords in sub-industries (search result pages). Generally speaking, the higher the click concentration, the higher the monopoly.
For example, if you enter the keyword baby bath seat, you can see that its click concentration is 82.2%, that is, more than 80% of the clicks on the Amazon front desk of the corresponding keyword are concentrated on three products, and other products can only be divided up and less than 20% are left. % of traffic.
Some other related keywords also have high click concentration.

(The picture comes from the keyword trend selection of Seller Elf)

(The picture comes from the ABA-Amazon keyword search export form)

5. Optimize your own products against competing products

Entering a keyword can find the detailed links of the top three popular products in the search results of the word, and at the same time, you can see the overall click ratio. Optimize your product by comparing it with quality competitors.