Analyzing the competition is essential for Amazon sellers, but how do you identify the top players in your niche? Enter Helium 10 Brand Analytics – the game-changing tool that reveals competitor conversion rates, search frequency rank, and more.
However, Brand Analytics’ powerful insights are locked behind Helium 10’s priciest Diamond plan. This leaves many sellers wondering – is it worth the investment?
In this guide, I will help you learn everything you need to know about using Brand Analytics for smart competitor research. You’ll learn how to access the tool within Cerebro, which metrics it provides, and why it’s invaluable for assessing your competition.
Helium 10 Brand Analytics: Key Takeaways
What Is Helium 10 Brand Analytics?
Helium 10 Brand Analytics, also known as Amazon Brand Analytics (ABA), is a feature available within the Cerebro tool. Explain what it is and what its purpose is.
- Search Frequency Rank (SFR): This metric showcases the relative popularity of a keyword, crucial for gauging the true ‘volume’ of a search term beyond raw numbers. It offers a quick pulse on search trends and shopper interests within your market.
- Top Converting ASINs: A powerful competitive research tool. Uncover top-ranking products when customers make their buying decisions. Analyze ASINs that show up repeatedly for top terms and dig deeper into why they are successfully converting.
- Market Share Data: Discover the general percentage of product click share associated with particular brands or top ASINs in your niche – this allows you to determine whether your market space is dominated by a few large sellers or fragmented, with more potential room to establish yourself.
For a more detailed overview of Helium 10 Brand Analytics, check out the official video from Helium here:
How To Use Helium 10 Brand Analytics? (Step By Step Guide)
Here is a condensed rephrasing of the step-by-step guide to accessing Helium 10 Brand Analytics in Cerebro:
Step #1: Sign up for the Amazon Brand Registry.
Step #2: Register for a free Helium 10 account.
Step #3: Upgrade to the Diamond plan.
Step #4: Enter payment to complete the upgrade.
Step #5: Access the Cerebro tool.
Step #6: Search for ASIN.
Step #7: View Brand Analytics data in results.
Step #8: Click the graph icon for details.
How Helium 10 Brand Analytics Help FBA Sellers?
Data into Actionable Strategies –
- Differentiation: Find out where popular competitor listings might have weaknesses (gaps in keyword usage, negative reviews, pricing opportunities), highlighting them within your own listings.
- PPC Efficiency: Identify high-conversion, popular search terms with less competition than initially apparent. Instead of generic terms, refine PPC campaigns based on these more specialized search phrases.
- Data-Backed Expansion: Explore potential new products where demand exists according to the search terms, but competitor dominance appears weak. Validate ideas before leaping.
Unsure about the accuracy of Helium 10 data? Check out our blog post that dives into whether Helium 10 is accurate or not.
Caveats –
- Dynamic Data: SFR values shift with Amazon’s marketplace. Track consistently, not in isolation.
- No Substitute for Expertise: Data informs, but your knowledge of your product and target audience should ultimately guide product launch and optimization decisions.
Amazon Brand Analytics Key Features
The following are the key features of Amazon Brand Analytics offered with the Diamond plan:
Cerebro Advanced Brand Analytics (ABA)
Prerequisite: You need to have an active Helium 10 Diamond plan (or higher) and be enrolled in Amazon’s Brand Registry to access ABA.
What it does: ABA integrates data directly from Amazon Brand Analytics into the Cerebro tool. This offers several advantages:
- Easier Analysis: Instead of navigating to separate sections of Seller Central, you can work with Brand Analytics data alongside Helium 10’s market research.
- Informed Keyword Research: Analyze market share, search frequency trends, and click/conversion rates of keywords used by competitors.
- Strategic Decisions: Get actionable data to choose better keywords, adjust listings, and refine advertising campaigns based on competitor and market intelligence.
Key Metrics Provided By Amazon Brand Analytics:
- ABA Total Click Rate: Indicates the percentage of customers who click on the top three ranking ASINs for a specific keyword.
- Cerebro IQ score: A Helium 10 metric analyzing search volume compared to the number of competing products to gauge keyword competitiveness.
- Search Frequency Rank (SFR): This data point from Amazon Brand Analytics helps you see how often shoppers use a keyword.
More On Helium 10:
Conclusion: Helium 10 Brand Analytics Is Reliable Trends Tool
That covers the key things to know about using Helium 10’s Brand Analytics for competitor research. Brand Analytics provides helpful metrics like conversion rates and search popularity to identify top competitors in your niche.
While only available with the expensive Diamond plan, the insights can be very useful for deciding where to focus your efforts. Brand Analytics is a great tool to have if you want to understand your rivals’ performance better.
Use the tips in this guide to access Brand Analytics in Cerebro and get the competitor intel you need. You can make informed decisions to improve your Amazon business with smart analysis. Brand Analytics helps provide valuable information to set your strategy apart from competitors.
