Selling on the Amazon Supplier Center (ie, VC sellers), that is, selling products directly to Amazon, has always been a coveted choice for brands and manufacturers on the platform.
But one of the disadvantages of vendor platforms is that very little data is accessible.
Suppliers have access to information about sell-through rates and customer demographics, but they are expensive.
Until last week, suppliers had two options:
● Use a small amount of data provided by Amazon Retail Analytics Basic (ARA).
● Pay more than $ 30,000 per year to get ARA Premium.
Amazon is redefining ARA Premium and making the program free for brand registered vendors.
This week, Amazon appears to be opening ARA Premium data to all vendor sellers. This message has verified this in multiple accounts.
Amazon has not officially released this release.
The account used by service provider Akshay Chatlani has no brand registration, and the account is currently unable to access ARA Premium data.
A person in charge of Akshay Chatlani said: "At the moment, the company I represent sells products that have brand authorization. The company cannot register these brands in the brand registry because they are not brand owners. However, they have exclusive licenses from the country Brands use their name for distribution. I'm waiting for Amazon to fix this. "
So, if you can't access ARA Premium data in Supplier Center, it may be because you haven't registered the brand.
It is reported that Amazon is redefining ARA Premium brand analysis, which indicates that in order to qualify for brand analysis, sellers need to register for brand registration before March 31.
This mimics what Amazon does on the platform's seller center.
Last year, Amazon provided Brand Analytics and Brand Dashboard for sellers participating in the brand registration program.
This visibility into customer behavior is exciting. Vendors can use brands and data together to:
● Share Amazon off-site marketing;
● Develop potential new products;
● Customize strategies for Amazon ads
This article will show where ARA data can be found in the Supplier Center and highlight some of the data now available to suppliers.
How do I maintain access after March 31?
If this promotion works the same as promoting Brand Analytics on Seller Central, then only those who participate in the Amazon brand registration will have access to the data.
Amazon said in its FAQ: "Suppliers who are not brand owners or brand owners without registered brand registries will retain access to ARA Basic to meet their data and reporting needs."
If you are a brand selling in a Supplier Center, the first step to gaining or maintaining access to this additional data is to make sure the brand is registered.
Brand registration is like a "master key" for Amazon World.
It turns on reporting, advertising, and listing controls that are not accessible to non-brand registered sellers.
Since many of the benefits of the brand registry are already available to vendors, it seems Amazon is trying to incentivize vendors to register their brands on Amazon.
To be part of a brand registration program, you must have a trademark, and that trademark must appear on at least your product or packaging.
If you are a brand but have no trademark, don't worry, you can still participate.
Last year Amazon announced another plan called Amazon IP Accelerator.
In this procedure, you can use one of the Amazon-approved trademark agents and access the brand registration during the trademark registration process.
Some sellers have access to brand registration in as little as 4 to 6 weeks. This is much shorter than the traditional trademark finalization of more than 6 months.
The cost of obtaining a trademark through IP Accelerator may be slightly higher than through a non-Amazon-approved agency trademark process.
Once you have registered your brand, access to the following reports and tools will automatically appear:
● Brand Analytics
● Brand Dashboard (Seller Center only)
● Sponsored Brand Advertising
● Search for video ads (currently in beta, not open to all accounts)
● Listing can add videos
● A + page
Many of these features are already available to vendors for free without the need to register a brand.
What data is available through this new program?
If you only have access to ARA Basic, ARA Premium may provide many reports you have never seen before.
If you already sell products in Seller Central and are familiar with Brand Analytics, most of the data is already available to you.
If you compare ARA Basic with Premium, you will find that using ARA Basic will only get some reports to help you understand the product's inventory flow and sales rate.
The expanded ARA Premium provides detailed information on sales, traffic, and even the origin of the order.
At the bottom of the ARA Premium dashboard is "Consumer Behavior Dashboards."
These reports can give you specific insights about competitors, how customers buy your products, and customer statistics.
In addition, there is detailed information about search terms that allows you to identify additional keywords to target in list optimization and advertising.
It can also tell you what the first three word clicks for a particular search term are. This way, you can learn more about your customers' behavior and the products they click on than ever before.
Does this apply to Seller Center?
If you sell in Seller Central, this update will not apply to you.
If you are already involved in brand registration, you already have access to most of the same data.
Information under ARA Premium under Sales and Traffic is available under Fulfillment, Inventory and Business Reports.
The Consumer Behavior Dashboard is located under Brand Analytics.
You can find Brand Analytics under Reports.
Amazon continues to favor brands
Overall, this move is in line with Amazon's recent move to make it easier for brand owners to accept sales.
Last March, Amazon sent an e-mail to many suppliers, implying that they were registering their brands.
This latest update is consistent with many changes to Amazon's advertising products over the past two years. The procedures have been redefined to provide consistency between supplier and seller centers.
If you're a brand or manufacturer but haven't acquired a trademark late, consider Amazon's IP Accelerator program. After all, more and more powerful tools are available for optimizing and increasing sales on Amazon, and only for brand registration participants.