Detailed Interpretation of ABA (Amazon Brand Analytics) Report

ABA: Amazon Brand Analytics, it is only for sellers with brands, which can help  these sellers to make informed strategic decisions about product advertising mix and marketing/advertising campaigns.

At present, ABA mainly includes six modules .

【Amazon Search  Terms】,【Search Query Performance】 , 【Market Bsket Analysis】, 【Search Catalog Performance】 and 【Repeat Purchase Behavior】,【Demographics】.

SellerSprite [Keywords Trendster] and [Keywords Explorer]'s data are from 【Amazon Search  Terms】

It shows the  most commonly used search terms, each keyword's search frequency rank and the first three products that buyers click after searching for certain keywords.

1. Reverse the traffic keywords or keyword explorer

Amazon official explanation：

【Amazon Search  Terms】's click share : The total number of times Amazon buyers click on related product after searching for certain word divided by the total number of times Amazon buyers click on any product after searching for the word.

Conversion Share: The total number of times Amazon buyers buy related products after searching for certain word divided by the total number of times Amazon buyers buy any product after searching for the word.

Input certain ASIN , then you can get traffic keywords and  keyword explorer corresponding to  ASIN . These traffic keywords and keyword explorer bring click share and Conversion Share to ASIN after searching.

Picture's from SellerSprite [ Keyword Explorer]

Picture's from ABA 【Amazon Search  Terms】-Download As Excel

2. Analysis market capacity of a category

Buyers always look for their products by searching keywords on Amazon. But Search Frequency Rank of【Amazon Search  Terms】is a comparative index. It is a digital ranking compared among  certain keywords' popularity and other keywords within a certain time period.

Picture's from ABA-【Amazon Search Terms】

Picture's from Keyword Trendster of SellerSprite

3. Expanded keywords 

Input  a core keyword to expand on the basis of the search term and get the relevant long-tailed keywords. The core keyword was contained in results.

Such as input storage bins , then long-tailed keywords which include the root of storage bins can be expanded. These keywords are really searched  by buyers. 

Picture's from ABA-【Amazon Search  Terms】

Picture's from Keyword Trendster of SellerSprite

4. Judge the monopoly degree of the market

Click share of ABA tured to be Click concentration on SellerSprite.Click concentration :Percentage of clicks that the top 3 clicked products received in comparison to the total clicks based on the search results . That partly reflected the monopoly degree of the market. (Organic search results) Usually, the higher Click concentration is , the higher degree of monopoly is.

For example, input "usb charger" and the top three ASINs' Click concentration are all more than 70%.That means 70% of keyword clicks are on these top three products. Other products can carve up the remaining 30% of traffic.

Picture's from Keyword Trendster of SellerSprite

Picture's from ABA 【Amazon Search  Terms】-Download As Excel

5. Compared with competitors and optimize our products

Input keywords , get  detailed links to the top three popular products and we can see percentage of clicks of each ASIN. You can compare with competitors and optimize our products.

Picture's from Keyword Trendster of SellerSprite