Brand Analytics? Huh? I know that, don’t I?
Some will think that now and we felt exactly the same when we first received the following message from Amazon:
“In the coming weeks, ARA Premium will be renamed Brand Analysis. Please make sure you sign up for Amazon Brand Registration by March 31 to get access. For more information and to understand how to best use the reports and metrics, click FAQ at the top of the page.”
Amazon’s own analytics tool for vendors, Ara Premium disappears and is replaced by Amazon Brand Analytics. This term is familiar to those who have a Sellercentral account with brand registration, i.e. manufacturers who act as sellers or private labelers. After all, brand analytics has been around for quite a while for these target groups.
This evaluation tool provides the following information:
- Top search terms on Amazon
- Shopping cart analysis
- Article comparison / alternative purchase behavior
Vendors will also find the same three topics in Ara Premium, but in addition many other evaluation options, such as the regional distribution of sales, tracking of real-time sales or display of Amazon Net PPM.
The big question now is; what happens to these reports? Will they remain in the new vendor brand analytics or will Vendorcentral users get the same brand analytics as sellers?
And, second big question: Can ARA Basic users then also access this tool?
We suspect yes; because the same message is also displayed in the vendor accounts with Ara Basic. This speaks to the fact that brand analytics is coming for everyone.
That would be a real change, because until now Ara Premium was also premium in terms of price. Vendors pay between 1% and 1.5% of annual sales for this. With 10 million in sales, that’s a measly EUR 100,000 to 150,000 per year. In our opinion, the added value you get for this is out of proportion.
But we all know how it is: sometimes you just can’t say no to various requests during annual meetings with Amazon….
What are the requirements for using the new brand analysis?
In any case, the Amazon Brand Registry is a prerequisite for using the new service. If you haven’t already, they need to register your trademark or trademarks there.
Benefits: You improve your writing rights, thus have more influence and control over your brand’s product offerings on Amazon and can take action against counterfeiting and trademark infringement more easily and quickly. Registration is simple. Go to https://brandservices.amazon.de/ and create a new account.
What happens if you are not a trademark owner or have not registered your trademarks in the Amazon trademark registry?
According to the Amazon FAQ, in this case you retain access to Amazon Retail Analytics (ARA Basics) for your reporting and data needs, but you lose access to ARA Premium and thus all the more advanced data and reports.
What information is provided in the new brand analysis?
The new brand analysis provides you with data and information on the regional distribution of purchases, the search behavior of Amazon customers, and a shopping cart and purchase analysis.
In detail these are:
- Sales data by state, province or postal code
Sales are displayed in a geographically structured manner, important geographical trends can be identified and analyzed - Top Search Terms in Amazon
Shows which products lead to the most clicks and conversions through strategic search terms. Trends can be read off. - Products customers bought after viewing your products
Shows you which of their own or competitor products customers buy after viewing your item - Products that customers bought at the same time they bought your products
Gain insight into customer behavior and see which items customers often buy together.
Our first conclusion:
The renaming of ARA Premium to Brand Analysis is a further step towards aligning the VendorCentrals and SellerCentrals. At the same time, this is certainly intended to improve the application rates for Amazon trademark registration.
Some questions currently remain unanswered; such as whether the new Vendor Brand Analytics will contain fewer evaluation options than the previous ARA Premium, or whether the options in the Seller area will be expanded.
In addition, it is not yet apparent what will happen if the ARA Premium Vendor does not register its brand on Amazon and thus can only use ARA Basics in the future. Will the conditions for ARA Premium then also automatically cease to apply? Knowing Amazon, we don’t think so, but we’d still like to give you this thought-provoking thought-provoking thought-provoking thought-provoking thought-provoking thought-provoking thought-provoking thought-provoking thought-provoking thought.
