Detailed explanation of Amazon brand analysis and seasonal product selection strategies

Three key points of Amazon brand analysis

Amazon Brand Analysis is a powerful tool that can help sellers gain in-depth understanding of their brand’s market performance and thereby optimize their sales strategies. Here are three key points worth paying attention to:

1. Is the click-through rate qualified?: The calculation formula of click-through rate (CTR) is keyword average click-through rate = total clicks / total impressions. The brand click-through rate is the number of brand clicks / the total number of brand impressions. If your brand’s click-through rate is low, you need to check the relevance of the keywords and main image design, as well as keyword rankings.

2. Collect and filter tail words: Sort by analyzing search funnel – total number of purchases, all non-zero keywords are valid. The key point is to select words with a large number of purchases but low brand share for reinforcement. Those words with low purchase volume and low brand share may be irrelevant words and should not be invested in advertising budgets.

3. Change trends in brand share: Changes in brand share (BS) can be evaluated from the four dimensions of impression volume, click volume, additional purchase volume and purchase volume. The BS of each stage is affected by different factors. For example, the BS of display volume is mainly affected by keyword weight, while the BS of clicks depends on the quality of the main image and the relevance of keywords.

Amazon free traffic layout strategy during peak season

To maximize the opportunity to take advantage of peak Amazon sales periods, sellers should adopt the following strategies:

• Prepare in advance: Make sure product information (title, keywords, Q&A, description) is complete and accurate.
• Brand Story: Use A+ pages to enhance your brand image.
• Bundling: Combine old and new products to leverage existing traffic.
• Participate in promotions: Participate in flash sales, flash sales and other activities to attract more customers.
• Optimize on-site resources: Use free on-site channels to increase exposure.
• Have enough inventory: Ensure there is enough inventory to cope with peak demand.
• Follow platform dynamics: Adjust strategies in a timely manner to adapt to market changes.

Seasonal product selection guide

For sellers who want to enter the seasonal market, correct product selection is crucial:

• Identify product cycles: Use data provided by Amazon rather than external search engines to determine purchasing trends for your products.
• Assess competition: Understand market saturation and profitability potential by setting up temporary ad groups and adding core keywords.
• Analyze holiday search terms: Analyze related search terms before specific holidays to understand consumer demand.
• Optimize product styles: Refer to existing products and make improvements.
• Timely promotion: Pay attention to the best promotion opportunities.
• Stock carefully: Avoid losses caused by excessive inventory.

It can be seen from the above analysis that whether it is brand analysis or the selection and promotion of seasonal products, sellers need to have a deep understanding of market rules and flexibly use various tools and technologies to enhance their competitiveness.

Please note that the content of this article is based solely on the references provided and does not include personal opinions or conclusions.