Whether you’re a seller internal to a brand enrolled in the Brand Registry or looking to access the Brand Analytics tool, this training will guide you through the features and functionality of the Search Catalog Performance report. Dive into the metrics that represent customer activity throughout the shopping funnel, such as impressions, clicks, cart adds, and purchases. Utilize the various filters, customize columns, and download the report to gain a comprehensive understanding of your brand’s performance in the Amazon store. Make data-driven decisions and enhance your selling strategies by leveraging the insights provided in the Search Catalog Performance report.

Understanding Customer Interaction with the Brand Analytics Search Catalog Performance Report

As a brand enrolled in Amazon Brand Registry, it is important to understand how customers interact with your products after searching the Amazon store. This is where the Brand Analytics Search Catalog Performance report comes in. This report provides valuable insights into customer behavior and can help you identify drop-off points, discover gaps in discoverability and sales conversion, and develop effective advertising strategies. In this article, we will guide you through the various aspects of the Search Catalog Performance report and how you can make the most of it to improve your brand’s performance on Amazon.

Accessing the Brand Analytics Search Catalog Performance Report

To access the Brand Analytics Search Catalog Performance report, you need to be a seller internal to a brand enrolled in Brand Registry. Simply follow these steps:

1. Select ‘Brands’ in the main menu in Seller Central.
2. Click on ‘Brand Analytics’ or locate the ‘Brand Analytics’ card under ‘All Brand Benefits’.
3. From the list of reports at the top of the screen, select ‘Search Catalog Performance’.

Once you have accessed the report, you will see a list of your brand’s products, along with important metrics that represent customer activity throughout the shopping funnel.

Metrics in the Search Catalog Performance Report

The Search Catalog Performance report provides you with a sequence of metrics that give insights into customer behavior. Here are the key metrics you will find in the report:

1. Impressions: The number of times a product appeared on search-results pages, including both organic and sponsored products. It does not include appearances in widgets like ‘Highly Rated’ or ‘New Arrivals’.
2. Clicks: The number of times customers clicked on a product after it appeared on search-results pages.
3. Click Rate: The percentage of times a product was clicked by customers out of the total impressions. It indicates how appealing your product is to customers.
4. Cart Adds: The number of times customers searched, clicked, and used the ‘Add to Cart’ button on the product’s detail page to add it to their cart for purchase later.
5. Purchases: The number of times customers searched, clicked, and ordered the product. This metric includes your sales as well as the sales of other sellers who list the product.
6. Conversion Rate: The percentage of times a product was purchased after being clicked by customers. It indicates how successful your product is in converting clicks into sales.

Using Filters and Customize Columns

To make the Search Catalog Performance report more specific to your needs, you can use filters and customize columns. Here’s how:

1. To narrow down the report for a specific brand or collection of products, click on ‘Show Filters’ and use the drop-down menu to select a brand or enter up to 100 ASINs in the search bar separated by a space or comma.
2. To add or remove columns in the report, click on ‘Customize Columns’ on the right-hand side. In the pop-up, check or uncheck the boxes of the columns you want to see. Click ‘Save’ to return to the updated report.

These features allow you to focus on the specific data that is relevant to your brand and make data analysis easier and more efficient.

Downloading the Report

If you want to have a copy of the Search Catalog Performance report for further analysis or record-keeping, you can download it. Here’s how:

1. Click on the ‘Generate Download’ button.
2. In the pop-up, select either ‘Simple View’ to download the report as it is shown on the screen or ‘Comprehensive View’ to download the report with all the relevant columns.
3. Click the ‘Generate Download’ button to start your download.
4. You can monitor the progress of your download by accessing the ‘Download Manager’.

This feature gives you the flexibility to have a local copy of the report for offline use or to share it with your team.

Understanding Metric Calculations

To gain a deeper understanding of how each metric in the Search Catalog Performance report is calculated, you can refer to the ‘Metrics Glossary’ page. Here’s how:

1. Click on ‘Metrics Glossary’ to see a comprehensive set of definitions for each metric.
2. Expand each section to see additional details and explanations.

This resource can help you better interpret the data in the report and make more informed decisions based on the metrics.

Using the Search Catalog Performance Report for Insights

The Search Catalog Performance report is a powerful tool for gaining insights into your brand’s performance on Amazon. Here are some ways you can use the report to improve your business:

1. Identifying Customer Drop-Off Points: Analyzing the metrics in the report, especially the click rate and cart adds, can help you identify the stages where customers are dropping off. By identifying these drop-off points, you can make improvements to your product detail pages to increase customer engagement and conversion.
2. Updating Product Detail Pages: Use the insights from the report to identify areas where your product detail pages can be optimized. This can include improving product images, optimizing product descriptions, enhancing product features, or adding more customer reviews. By making these updates, you can make your products more appealing to customers.
3. Developing Advertising Strategies: The metrics in the report, such as impressions, clicks, and conversion rate, can provide valuable insights into the effectiveness of your advertising efforts. Use this data to refine your advertising strategies and allocate your advertising budget more effectively. You can focus on targeting specific keywords or invest more in sponsored products that have high click-through and conversion rates.

By leveraging the insights from the Search Catalog Performance report, you can make data-driven decisions to improve your brand’s performance and drive more traffic to your products on Amazon.

The Brand Analytics Search Catalog Performance report is a valuable tool for brands enrolled in the Amazon Brand Registry. By understanding how customers interact with your products after searching the Amazon store, you can identify drop-off points, improve product detail pages, and develop effective advertising strategies. We encourage brands to make full use of the features and functionality of the Search Catalog Performance report to gain insights into their performance on Amazon. Remember to use the data to make informed decisions and continuously optimize your brand’s presence on the platform.

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