Amazon.com is still one of the best e-commerce channels for food brands, but are you fully utilizing the platform? Three years into the TeaSquares journey I finally launched on Amazon and sold $120,000 worth of product on the platform during my first year. I did this by doing a deep dive and focused on learning and optimizing the platform.

Once you get past the basics, Amazon offers a TON of additional features that provide insights and new selling opportunities. I guarantee you’ll learn a secret or two you can apply

Amazon Brand Analytics

This dashboard is really powerful for understanding your customer behavior on Amazon. It’s available for companies who are set up with Brand Registry. Here’s what you can learn:

Search Query Performance

This dashboard lists the top queries that led customers to your brand’s products. It includes overall query performance, such as impressions, clicks, cart adds, and purchases for each query, and your brand’s share of that performance.

Repeat Purchase Behavior

Analyze customer retention and repeat purchase patterns by Brand, or by ASIN

Demographics

Connect with your target audience more effectively or identify customization opportunities with customer demographics insights.

Top Search Terms

Provides visibility to the top search terms for a particular time frame ranked by search frequency. It shows the top 3 corresponding top 3 clicked products, top 3 clicked categories and top 3 clicked Brands for each search term.

Market Basket Analysis

Provides insights on the products that are most frequently purchased together, uncovering insights on effective bundling and cross-sell opportunities based on customers’ buying patterns.

Learn More from Amazon Here

Amazon Brand Metrics

Did you know that Amazon shows you a detailed sales funnel for your products? It’ll literally break down:

Awareness > Consideration > Decision 

Brand Metics gives you a breakdown of all the following numbers:

nerate Brand Metrics, we review all shopper engagements with your brand over a 1-week or 1-month period. These metrics are broken into 3 segments: awareness, consideration, and purchase.

•  Awareness: Shoppers aware of your brand or products are divided into 3 groups:
  
  1.  Those who searched for your brand, but didn’t visit the detail page.
  2.  Those who added a product to their cart.
  3.  Those who purchased from your brand in a selected timeframe and category.
•  Consideration: Shoppers considering your brand are divided into 3 engagement types:
  
  1.  Those who visited your brand detail page.
  2.  Those who searched for your brand and visited your detail page.
  3.  Those who added an item to cart, but haven’t purchased yet.
• Purchase: Shoppers purchasing from your brand or product are divided into 2 groups:
  
  1.  Those who purchased from your brand.
  2.  Those who are considered high-value customers as they drive the top 10% of your sales or customers who chose Subscribe & Save for your brand products.

Learn More from Amazon here

amazon posts

Did you know Amazon has a shoppable feed where you can publish Instagram-style photos? Posts is a browse and discovery experience on Amazon focused on brand-shopping. Posts help shoppers discover new products and see what’s new from brands by browsing feeds of brand-curated content. Posts link to product detail pages, making each Post in a feed shoppable, and each Post includes category tags so shoppers can continue exploring Posts in related categories.

Learn more from Amazon here

Amazon Attribution and Referral Bonus

Did you know you can measure external traffic sent to Amazon from your website or social media pages? Even better, you can actually get PAID 10% of a customer’s purchase by sending traffic to Amazon? Yup, that’s right, all within Amazon Attribution.

Amazon Attribution is an advertising and analytics measurement solution that gives marketers insight into how their non-Amazon marketing channels perform on Amazon.

• Understand which non-Amazon strategies are helping you reach your goals.
• Access full-funnel advertising analytics with metrics including clicks, detail page views, Add to Carts, and sales.
• Discover new sales opportunities by learning more about how shoppers engage with your brand on Amazon.
• Grow return on investment by ensuring your marketing campaigns are driving value for your brand on Amazon.
• Earn 10% off on Fees with Amazon Brand Referral. Learn More Here

Learn more about Amazon Attribution here

Amazon Affiliate

While the above Brand Referral program offers a credit on your fees, you can actually make cash from directing non-amazon traffic to your pages. How? Setup an Amazon affiliate account (also called Amazon Associates), which is made for influencers. Here, you can create individual campaigns for tracking, then use for all your links. Not only will you make a referral fee on your product sales, but for ALL orders a customer makes after clicking on your link within the attribution window.

As an example, let’s say a customer clicks your link to your $30 product, but also shops for a $1000 flat screen TV and checks out. You’ll make a 5% referral bonus on the $30 item ($1.50) and a 2% referral bonus on the $1000 item ($20). That’s an additional $21.50 that can go to your personal pocket or the company’s bottom line.

Learn more about Amazon Affiliates