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運營幹貨 > 運營幹貨- > 解析亞(ya) 馬遜品牌分析（Brand Analytics），助力賣家快速提升銷售額和利潤
解析亞(ya) 馬遜品牌分析（Brand Analytics），助力賣家快速提升銷售額和利潤
2020-04-22 2482 0
亞馬遜為注冊了品牌的賣家所提供的的功能之一，它為賣家提供了極具價值的分析報告，"],[20,"幫助品牌賣家做出關於產品、營銷的明智決策。","8:1"],[20,"\n","24:\"pHtQ\""],[20,"\n","24:\"yuGm\""],[20,"需要注意的是，隻有注冊了亞馬遜品牌備案的賣家才可以使用這個功能，如果你尚未注冊，可以現在注冊。"],[20,"\n","24:\"IMkR\""],[20,"\n","24:\"sq1C\""],[20,"這個功能對賣家來說非常有用，可以讓你更好地了解目標受眾，做出更優秀的決策，給他們向業務帶來更多銷售額和利潤。"],[20,"\n","24:\"QA0V\""],[20,{"gallery":"https://assets.smcdn.cn/docs/assets/paste_error_placeholder-b6c71c3140.png"},"29:0|30:0|3:\"auto\"|4:\"auto\"|crop:\"\"|frame:\"none\"|ori-height:\"447\"|ori-width:\"612\""],[20,"\n","24:\"x4p7\"|7:1"],[20,"在後台點擊Reports，就可以獲得Brand Analytics的數據：","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"qze0\""],[20," ","0:\"%233f3f3f\"|31:2"],[20,{"gallery":"https://assets.smcdn.cn/docs/assets/paste_error_placeholder-b6c71c3140.png"},"29:0|30:0|3:\"auto\"|4:\"auto\"|crop:\"\"|frame:\"none\"|ori-height:\"447\"|ori-width:\"612\""],[20,"\n","24:\"RsLa\""],[20,"\n","24:\"0bsf\""],[20,"Brand Analytics主要提供以下三個數據報告：","0:\"%233f3f3f\"|31:2|8:1"],[20,"\n","24:\"leQD\""],[20,"\n","24:\"nOdR\""],[20,"亞馬孫搜索詞報告（Amazon Search Term Report）"],[20,{"inline-break":true}],[20,"\n","24:\"Y2fm\"|bullet-id:\"QntS\"|bullet:\"circle\""],[20,"購物分析報告（Market Basket Analysis）"],[20,"\n","24:\"7m2m\"|bullet-id:\"QntS\"|bullet:\"circle\""],[20,"產品對比和替代購買行為報告（Item Comparison and Alternative Purchase Behavior）"],[20,"\n","24:\"uByF\"|bullet-id:\"QntS\"|bullet:\"circle\""],[20,"\n","24:\"o1lr\""],[20,"1.亞馬孫搜索詞報告（Amazon Search Term Report）","0:\"%23ffffff\"|1:\"%239db2d4\"|27:\"12\"|31:2|8:1"],[20,"\n","24:\"sYc5\""],[20,"\n","24:\"3xDm\""],[20,"你隻要在這個報告中輸入關鍵詞或者ASIN就可以進行查詢，還可以按照站點進行過濾，報告範圍可以選擇每日、每周、每月和每季度。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"iVu9\""],[20,"\n","24:\"2c0Q\""],[20,"\n","24:\"HYvg\""],[20,"\n","24:\"Jinc\""],[20,"\n","24:\"sQW3\""],[20,"\n","24:\"Ybgv\""],[20,"\n","24:\"Ev70\""],[20," ","0:\"%233f3f3f\"|31:2|8:1"],[20,"\n","24:\"HC3v\""],[20,{"gallery":"https://assets.smcdn.cn/docs/assets/paste_error_placeholder-b6c71c3140.png"},"29:0|30:0|3:\"auto\"|4:\"auto\"|crop:\"\"|frame:\"none\"|ori-height:\"447\"|ori-width:\"612\""],[20,"\n","24:\"JuER\"|7:1"],[20,"\n","24:\"jQZv\""],[20,"以下是關於這份報告中名詞的具體解釋：","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"hbb4\""],[20,"\n","24:\"RVsr\""],[20,"Search Term：","0:\"%23d00000\"|31:2|8:1"],[20,"消費者所使用的搜索詞，可以是短尾關鍵詞，也可以是長尾關鍵詞。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"gOHQ\""],[20,"\n","24:\"S9jd\""],[20,"Search Frequency Rank：","0:\"%23d00000\"|31:2|8:1"],[20,"特定時期內關鍵詞的搜索頻率排名。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"rqiK\""],[20,"\n","24:\"faqb\""],[20,"雖然亞馬遜沒有給出具體的搜索量，但是對於了解關鍵詞的熱度還是很有幫助的。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"1h3l\""],[20,"\n","24:\"2dOw\""],[20,"#1 Clicked ASIN：","0:\"%23d00000\"|31:2|8:1"],[20,"所選時間內，根據搜索結果點擊量最高的ASIN。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"GOln\""],[20,"\n","24:\"41VB\""],[20,"#1 Product Title：","0:\"%23d00000\"|31:2|8:1"],[20,"產品名稱","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"1ZDW\""],[20,"\n","24:\"y9rr\""],[20,"#1 Click Share：","0:\"%23d00000\"|31:2|8:1"],[20,"所選時間內，該產品獲得的點擊量占搜索詞結果總點擊量的百分比。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"6s25\""],[20,"\n","24:\"jV0U\""],[20,"比如有1000位客戶搜索了“筆記本電腦包（laptop bag）”，每位客戶點擊了3種產品，總點擊次數是3000次，搜索結果中的產品A獲得了其中500次點擊，那麽產品A占該搜索詞總點擊次數的16.67%。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"kZbL\""],[20,"\n","24:\"a1Nn\""],[20,"#1 Conversion Share：","0:\"%23d00000\"|31:2|8:1"],[20,"該產品獲得的轉化次數占搜索詞總轉化次數的百分比。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"XM6L\""],[20,"\n","24:\"ROyL\""],[20,"比如搜索詞“筆記本電腦包（laptop bag）”有1000筆銷售，產品A獲得了100詞銷售，那麽產品A的轉化占比就是10%。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"hKLO\""],[20,"\n","24:\"9De0\""],[20,"由於點擊量最多不一定會帶來最高的轉化，所以搜索次數占比最高的產品與轉化次數占比最高的產品，可能不是同一種產品。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"PIw2\""],[20,"\n","24:\"vSrH\""],[20,{"gallery":"https://uploader.shimo.im/f/VmiF33NbTvQfOBjI.gif"},"0:\"%233f3f3f\"|29:0|30:0|31:2|3:\"1\"|4:\"auto\"|crop:\"\"|frame:\"none\"|ori-height:\"1\"|ori-width:\"1\""],[20," ","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"Z3vV\"|7:1"],[20,"2.購物分析報告（Market Basket Analysis）","0:\"%23ffffff\"|1:\"%239db2d4\"|27:\"12\"|31:2|8:1"],[20,"\n","24:\"Q1nw\""],[20,"\n","24:\"G8lv\"|7:1"],[20,{"gallery":"https://assets.smcdn.cn/docs/assets/paste_error_placeholder-b6c71c3140.png"},"29:0|30:0|3:\"auto\"|4:\"auto\"|crop:\"\"|frame:\"none\"|ori-height:\"447\"|ori-width:\"612\""],[20,"\n","24:\"CsLk\"|7:1"],[20,"\n","24:\"wxwr\""],[20,"該報告主要提供消費者經常一起購買產品的相關數據，讓賣家可以更好地製定捆綁和追加銷售策略。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"BLRU\""],[20," ","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"tDYB\""],[20,"3.產品對比和替代購買行為報告（Item Comparison and Alternative Purchase Behavior）","0:\"%23ffffff\"|1:\"%239db2d4\"|31:2|8:1"],[20,"\n","24:\"okya\""],[20," ","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"t4b9\""],[20,{"gallery":"https://assets.smcdn.cn/docs/assets/paste_error_placeholder-b6c71c3140.png"},"29:0|30:0|3:\"auto\"|4:\"auto\"|crop:\"\"|frame:\"none\"|ori-height:\"447\"|ori-width:\"612\""],[20,"\n","24:\"hw3w\"|7:1"],[20,"\n","24:\"YBud\""],[20,"該報告提供消費者同時瀏覽的其他產品，以及在瀏覽完你的產品後最終購買的產品詳細數據。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"lnpw\""],[20,"\n","24:\"jeO2\""],[20,"通過這些數據，你可以查看和分析競爭對手的產品，了解為什麽消費者選擇他們的產品而不是你的。如果替代購買的是你的其他產品，那麽你也可以了解哪些產品更受消費者歡迎。","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"GU8n\""],[20,{"gallery":"https://assets.smcdn.cn/docs/assets/paste_error_placeholder-b6c71c3140.png"},"29:0|30:0|3:\"auto\"|4:\"auto\"|crop:\"\"|frame:\"none\"|ori-height:\"447\"|ori-width:\"612\""],[20,"\n","24:\"BN7w\"|7:1"],[20,"Brand Analytics報告還提供兩個按鈕，包括：","0:\"%233f3f3f\"|31:2"],[20,"\n","24:\"eZEC\""],[20,"\n","24:\"a668\""],[20,"Data Availability：顯示Brand Analytics數據的可用性。 ","31:2|8:1"],[20," ","31:2"],[20,"\n","24:\"a668\"|bullet-id:\"LJeD\"|bullet:\"circle\""],[20,"\n","24:\"a668\""],[20,{"gallery":"https://assets.smcdn.cn/docs/assets/paste_error_placeholder-b6c71c3140.png"},"29:0|30:0|3:\"auto\"|4:\"auto\"|crop:\"\"|frame:\"none\"|ori-height:\"447\"|ori-width:\"612\""],[20,"\n","24:\"a668\"|7:1"],[20,"\n","24:\"a668\""],[20,"Metric Locator：定位Brand Analytics內的指標。","31:2|8:1"],[20,"\n","24:\"w1fA\"|bullet-id:\"BBx8\"|bullet:\"circle\""],[20,"\n","24:\"f38a\""],[20,{"gallery":"https://assets.smcdn.cn/docs/assets/paste_error_placeholder-b6c71c3140.png"},"29:0|30:0|3:\"auto\"|4:\"auto\"|crop:\"\"|frame:\"none\"|ori-height:\"447\"|ori-width:\"612\""],[20,"\n","24:\"UBEj\"|7:1"],[20,"\n","24:\"ZjYG\""],[20,"使用Brand Analytics的好處","27:\"12\"|31:2|8:1"],[20,"\n","24:\"OJEq\"|7:3"],[20,"\n","24:\"vWpZ\""],[20,"Brand Analytics有很多優勢，首先它是完全免費的，而且它提供了大量有價值的數據，讓你監控競爭對手，確定其推動銷售的關鍵因素，讓你最大限度的提高銷量和點擊量。","31:2"],[20,"\n","24:\"5d5v\""],[20,"\n","24:\"wVc0\""],[20,"你還可以利用Brand Analytics裏的數據來了解目標受眾的購物行為，比如以“筆記本電腦包（laptop bag）”為例，搜索量排在第二的是“女式筆記本電腦包（laptop bag for women）”，你就可以借此推出新品。","31:2"],[20,"\n","24:\"k9T2\""],[20,"\n","24:\"OFNj\""],[20,"亞馬遜的Brand Analytics功能仍處於早期開發階段，雖然數據還不夠完善，但是蘊含了很大的價值。","31:2"],[20,"\n","24:\"94Ko\""],[20,"\n","24:\"JAPb\""],[20,"隨著Brand Analytics的成熟，賣家會獲得更多有益的數據，賣家可以盡早利用這個功能。","31:2"],[20,"\n","24:\"LWTb\""],[20,"\n","24:\"fh6I\""]]">
幫助品牌賣家做出關(guan) 於(yu) 產(chan) 品、營銷的明智決(jue) 策。
Brand Analytics主要提供以下三個(ge) 數據報告：
1.亞(ya) 馬孫搜索詞報告（Amazon Search Term Report）
Search Term：
Search Frequency Rank：
#1 Clicked ASIN：
#1 Product Title：
#1 Click Share：
#1 Conversion Share：
2.購物分析報告（Market Basket Analysis）
3.產(chan) 品對比和替代購買(mai) 行為(wei) 報告（Item Comparison and Alternative Purchase Behavior）
- Data Availability：顯示Brand Analytics數據的可用性。
- Metric Locator：定位Brand Analytics內的指標。
使用Brand Analytics的好處
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