How to maximize your performance on Amazon (Q3 and Q4 2022)?

How to maximize your performance on Amazon

Amazon has recently released several new features to make life easier for brands on the marketplace.

In this article, I reveal how my team at Les Pitchous and I are using these new tools to accelerate our clients' growth.

1. Brand Metrics

Amazon Brands Metrics
This tool is very interesting as it allows you to understand how your brand is doing based on categories and sub-categories. You can also understand how many times your brand has been searched by consumers as well as the engagement rate.

Amazon Brand Metrics

You should definitely use this tool if you want to get benchmarks and know how your brand is positioned against other competitors in your category on all phases of your acquisition. With this information, you will be able to identify where to invest your marketing budget or simply better allocate it.

2. Amazon Search Query Performance

This is a particularly interesting tool since it allows you to know all the keywords that are used by consumers to find your brand's products on Amazon. (This is not an estimate but the real data).

Amazon Search Query Performance

By using Search Query Performance on a daily basis, you will understand how your consumers interact on different keywords in different phases (impressions - clicks - add to cart - purchase) and thus identify which keywords to prioritize in your Amazon advertising strategies.

3. Product Opportunity Explorer

The product opportunity explorer is, in my opinion, one of the tools that will allow many brands to identify market opportunities under-exploited by their competitors.

Product Opportunity Explorer

In this example, Amazon informs us that for the search term "Dove Body Wash", the brand Dove increased its search volume by +14.35% vs N-1.

Then, by analyzing this data by ASIN, Amazon reveals other important information such as (number of clicks, proportion of clicks, average price of products, number of comments, average BSR and finally the average number of Seller / Vendor for these products).

Product Opportunity Explorer
 
Amazon also offers to transparently share the search volumes for that niche of keywords over the last 7 days - AKA Niche Trends. (I'm not really impressed with this feature as it doesn't seem to provide much added value for brands).

4. Amazon Live

Amazon Live is currently one of the new features that many brands are underutilizing. By running daily Amazon Live events, brands have the ability to connect with their consumers on Amazon, communicate with them to introduce new features/specifics of their products while having the ability to measure the performance of these events.

Amazon Live

The Amazon Live application is currently free. For the realization of these Live Videos, you can use the services of influencers or simply let your digital marketing team speak and highlight your products.

5. Amazon DSP

For any brands that are making +$500K in sales on Amazon and are not yet using Amazon DSP in their acquisition strategy, I highly recommend that they learn more about it.(Here is an article to better understand Amazon DSP). Not using Amazon DSP when selling on Amazon is like going to a McDonald's without ordering fries. The formula is not complete.

Amazon DSP

6. Amazon Post

Amazon post is similar to Instagram. The only difference is that you will be able to connect with consumers who are currently shopping online.

Amazon Post

Although you can easily quantify the number of units sold per post, the main goal is to create quality content around your products available on Amazon. Once published, consumers will be able to discover your posts on your product pages. They will also be available on your Amazon store.

I hope you enjoyed this article. All the team Les Pitchous wishes you a happy end of year 2022.