Operating a cross-border e-commerce business requires constant adaptation. Every strategic adjustment demands data support, and every experience gained holds significant value. Amazon has recently launched two new brand analytics dashboards - Search Catalog Performance and Search Query Performance - for its European and Japanese marketplaces, providing sellers with enhanced data analysis capabilities.
Search Catalog Performance: Diagnosing Sales Funnel Bottlenecks
This dashboard offers sellers a comprehensive product view, enabling them to track crucial purchasing metrics including impressions, clicks, add-to-cart actions, and purchases. By analyzing this end-to-end data, sellers can clearly understand customer purchase journeys and identify potential sales bottlenecks.
For instance, high impressions but low click-through rates may indicate unattractive product images or titles. Similarly, numerous clicks but few add-to-cart actions could suggest pricing or product description issues. Through detailed analysis of these metrics, sellers can make targeted improvements to product listings to boost conversion rates.
Search Query Performance: Optimizing Keyword Strategies
This dashboard's core functionality answers the critical question: "Which search queries are driving customers to my products?" Sellers can examine brand and ASIN search performance for each query, revealing the keywords customers use to find their products.
These insights prove invaluable for keyword strategy optimization. High-search-volume keywords generating little traffic might indicate poor relevance, while high-conversion keywords could warrant increased advertising focus. Additionally, analyzing search query data helps sellers discover new potential keywords to expand traffic sources.
Amazon's new brand analytics dashboards provide sellers with more comprehensive and in-depth data analysis capabilities. By leveraging these tools to better understand customer search behavior and purchasing trends, sellers can continuously optimize product listings and advertising strategies to gain competitive advantage in increasingly crowded marketplaces.