Why Brands Should Be Tracking This as a Key Metric on Amazon
Understanding how your brand performs in the Amazon marketplace is more important than ever for consumer brands. Among possible Amazon performance metrics, branded search volume stands out as a crucial indicator of brand recognition and customer loyalty. This metric, which tracks the number of searches using your brand name, provides valuable insights into your brand’s awareness among Amazon customers. This article dives into why branded search volume is essential for Amazon sellers and how it can guide strategies for long-term growth.
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What is Branded Search Volume?
Branded search volume refers to the number of times customers search for your brand name on Amazon in a given time period. Unlike generic search terms that may include keywords related to your product category, branded search terms specifically include your brand’s name (e.g., “XYZ protein bars” rather than “vegan protein bar”). This volume reflects how well your brand resonates with customers, as they actively seek your products by name rather than browsing for alternatives.
Amazon provides insights into search term performance, available through Brand Analytics for consumer brands enrolled in the Amazon Brand Registry.
By analyzing customer search behavior related to branded terms, brands can track how often customers search for their brand name compared to other keywords.
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Why Tracking Branded Search Volume Matters on Amazon
Tracking branded search volume has numerous advantages, including insights into brand awareness, customer loyalty, and overall market position. Here’s a breakdown of the key benefits:
Gauge Brand Awareness and Recognition High branded search volume indicates that your brand is resonating with customers. It shows that your marketing efforts, whether through social media, email, or Amazon ads, are paying off and that customers recognize your brand name. If your branded search volume is low, however, it may be time to re-evaluate your marketing approach and invest in building more awareness.
Assess Customer Loyalty Branded search volume serves as a proxy for customer loyalty. When customers consistently search for your brand by name, it’s a sign they’re not only aware of your brand but are actively returning for your products. Tracking search terms related to your brand, along with purchase share—the percentage of customers who purchase your products after searching—provides a fuller picture of brand loyalty and customer engagement. A high purchase share following branded searches suggests strong customer commitment, as customers are both aware of and invested in buying your products.
Understand Market Position and Competitor Impact Monitoring branded search volume can also help you assess your brand’s position relative to competitors. If branded search volume begins to decline, it may indicate that competitors are capturing your audience’s attention, signaling the need for a competitive analysis. Brands can use third-party tools, such as Helium10 to estimate monthly branded search volume trends relative to their competitors’s branded search trends to indicate patterns of shifting brand recall and engagement among Amazon customers.
Measure the Impact of Marketing and Promotions Branded search volume is an excellent tool for measuring the effectiveness of off-Amazon marketing campaigns and PR. If you launch a programmatic display ad campaign or run an influencer promotion, tracking the change in branded search volume afterward can help you evaluate its success. An increase in branded search volume after a campaign shows that more customers are becoming aware of your brand, which could translate to higher sales. Conversely, if the metric remains stagnant, it might be time to adjust your marketing tactics or target different customer segments.
Support Long-Term Growth with Strategic Insights By regularly monitoring branded search volume, consumer brands can identify trends over time. Sustained increases in branded search volume and purchase share indicate that your brand is gaining traction, setting the stage for long-term growth on Amazon. This data can guide your investment decisions, allowing you to focus on products and marketing strategies that drive higher brand recognition and customer loyalty.
Additionally, this metric can inform new product launches by revealing which brand aspects resonate most with customers, enabling you to align future products with customer expectations.
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Tips for Tracking Branded Search Volume on Amazon
To make the most of branded search volume, brands can follow these steps:
Enroll in Amazon Brand Registry: Access to the Search Query Report in Brand Analytics is exclusive to registered brands, so enrolling is the first step. This registration also unlocks additional tools for building and protecting your brand on Amazon.
Monitor Trends Monthly: Regular tracking allows you to spot patterns and adjust your marketing strategies accordingly. Monthly monitoring provides enough data to recognize shifts while allowing you to respond in a timely manner.
Combine with Other Metrics: For a holistic view of brand performance, track branded search volume alongside other customer metrics, like repeat purchase rate and purchase share. This combined analysis gives a well-rounded picture of your brand’s position on Amazon and customer loyalty.
Compare with Category Benchmarks: Use category-level data in Brand Analytics to understand how your branded search volume compares to competitors in your niche. This information can highlight opportunities to differentiate your brand or refine your messaging for greater impact.
Conclusion
For consumer brands, branded search volume is a vital metric that provides deep insights into brand awareness, customer loyalty, and growth potential. By focusing on this key metric, sellers can track how well their brand is performing, make informed marketing decisions, and position themselves for long-term success on Amazon. With tools like Amazon Brand Analytics at their disposal, sellers have the resources to harness the power of branded search volume and build a loyal customer base that drives sustainable growth.
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