The first step in building a product portrait is to analyze the price distribution of all products in the search results. The most important analysis method is Pareto analysis.
1 Select the “Exposure Price” column in the “Cleaned Product Portrait Data” Excel table.
2 Select the “Insert” tab and click the “Recommended Chart” button.
3 In the Excel chart operation interface that pops up, click “All Charts” at the top, select “Histogram” in it, and then click “Arrangement Chart”.
After generating the chart, you can adjust the size of the chart and the chart title appropriately to make the data visualization clearer.
The vertical axis on the left of the price arrangement chart represents the number of ASINs that meet different exposure price ranges, the vertical axis on the right represents the proportion of the cumulative number of ASINs to the total number of ASINs, and the horizontal axis represents different exposure price ranges. For example, the first exposure price range is $24.59-34.39, and the number of ASINs that meet this range is about 3,600, accounting for about 20%; the second exposure price range is $34.39-44.19, and the number of ASINs that meet this range is about 3,000, and the cumulative proportion (the cumulative number of ASINs that meet both the first and second exposure ranges divided by the total number of ASINs) is about 35%. It should be noted that the arrangement chart automatically generated by Excel is not completely sorted from small to large according to the exposure price range. If you want to sort the prices, the operator needs to sort the exposure price data again.
Summarize the main exposure price ranges and the corresponding ASIN numbers into a new table (readers can open the Excel table named “Pareto Analysis of Exposure Prices” and select Sheet 2 to view the data).
Among all the results of the keyword “dress” search, the lowest price of the product is $4.99. Among them, the low-priced products, that is, products with a price range of $4.99 to $14.79, account for 3.12% of all products, with a total of 583 listings; products with a price range of $14.79 to $24.59 account for 16.18% of all products, with a total of 3020 listings; products with a price range of $24.59 to $34.39 account for 19.75% of all products, with a total of 3685 listings; products with a price range of $34.39 to $44.19 account for 12.41% of all products.
For easy comparison, you can use the “Combination Chart” function in Excel to visualize the data.
1 Select the three columns “Exposure Price Range”, “ASIN Quantity” and “Range Proportion” in the “Pareto Analysis of Exposure Price” Excel table.
2 Select the “Insert” tab and click the “Recommended Chart” button.
3 In the pop-up Excel chart operation interface, click “All Charts” above, select “Combination Chart” and check the “Interval Ratio” checkbox as this coordinate axis.
After completing the above steps, generate a “Combination Chart”.
Under the search keyword “dress” in the “Clothing, Shoes & Jewelry” category, the exposure range of $24.59~34.39 is the most common, followed by $14.79~24.59. Therefore, if the operator wants to sell similar products in this category, he can reverse the production price and brand positioning of his own products from these two exposure price ranges.