Amazon Digital Shelf Data: Answers from Jim

Diagnosing the Digital Shelf

Every brand wants to win share of voice when it comes to advertising and ROI, especially on Amazon.com.  In order to win or gain share of voice, brands have to win the digital shelf. How can they do that?

Brands need to ensure their products are discoverable through search rank on eCommerce channels so they can win against the competition. The goal is to create a smooth digital path to purchase for your consumer, optimizing your digital shelf will be essential to your brand strategy.

James Horey (Jim) our founder and CEO, took some time out of his day to provide insight on what he sees working for brands on Amazon.com.  One thing is clear, improved data allows for better diagnosing to improve visibility in the marketplace. Below are a few questions we asked Jim.

  • How do you recommend brands use the metric of Share of Voice?

    • It's becoming more important to become familiar with this phrase. You want to first look at the percentage of page 1 search results that you own from a category or brand point of view. We like to use this data for 3 reasons
      1. It's relatively easy to understand
      2. It's easy to measure directly at any given point
      3. It's indicative of future behavior, vs. looking at sheer market share, which is a past-behavior view of your business. Share of Voice can indicate how well is your brand going to perform in the future with conversions and sales
  • What content strategies have the biggest search rank impact, so that brands can maximize the Amazon A9 algorithm?

    • There are a couple of ways of looking at the A9 algorithm, but I think a beneficial way to analyze your data on Amazon is the following:
      1. Discover how well your brand is performing in search rank without paid advertisements on Amazon Look at your organic results for your keywords-- there may be less pressure to ramp up the sponsored ads.  Understanding your base customer is supercritical, and then really thinking through your strategy.
      2. Think through the goals of sponsored products to increase your organic ranking over time, think of these things in tandem when you look at your product content and keywords
    • Other things to be aware of regarding the A9 search algorithm on Amazon
      1. When we perform an analysis of data across well-trending keywords and categories, the top-ranking items will have more A+ content compared to lower-ranking items as we move through search ranks of page 1, 2 and beyond.
      2. Much of your organic ranking isn't only based on the content on the product page you are pushing out on Amazon. You also need to look at your ratings and reviews, underlying sales rank, i.e. how well something is selling, and the return rate or sales performance of the item. These impact your ranking on Amazon
      3. There are a lot of underlying things that can affect search rank, but certainly having A+ content is necessary
        • It's not the specific content within the A+ content, it's simply the presence of enhanced content.  Internally Amazon gives a score of retail readiness at the ASIN level, the higher the retail readiness score the better you will do on organic ranking

    • One experiment we have done at Reviewbox is this: We have taken the top 1000 items for multiple categories and then divided them into 1p and 3p items.  What we noticed was the content strategy was very different between the 1p and 3p items. For 3P, many use a maximum bullet point strategy, for on 1p sellers they used a nuanced strategy of content. The effects of conversion and sales here were subtle, so I think it helps to understand this on the brand side of the business.  This can indicate you don't have to maximize everything on the content side.
  • Is there a way to create a search term report in Amazon to look past 7 days to get a holistic view of what is working?

    • Default Attribution window - the 7 days is the default for sponsored ads, but there should be a 14-day window you can look it as well to look at search term report soon.
    • To get around the attribution window you can download it weekly, save it yourself and review it on an ongoing basis to look at it historically. This can be a lot of work, and there are software companies, such as Reviewbox that can help you track Amazon search terms and diagnose all of this more seamlessly.

Your Brand Needs to Run Frequent Data Analysis

Data analysis software can provide more data than Amazon provides its sellers. Merchandising your digital shelf to enhance your share of voice should be a holistic approach for eCommerce brands. Brands should focus on creating a smooth path to purchase for their consumers online. By creating a data-driven approach to strategy you can methodically measure what is working across different teams within your organization. Communication between customer support, marketing, and eCommerce managers is imperative to win the digital shelf.

 

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