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Scope

The report gives you insights into the visibility of your brand(s), products and your competition in your Amazon categories, to derive strategic decisions. Furthermore, you can see the most visible products and relevant search terms in your categories.

 

Frequency of data collection and aggregation of provided data:

Based on a weekly data collection for organic and paid visibility and daily data collection for deals, Visibility Insights Report provides data aggregated to week, month, quarter, year or the entire observation period.

  • Data Collection: Weekly (Organic and Paid Visibility), 9-12 times per day (deals)

  • Aggregation: Weekly, monthly, quarterly, yearly (period-to-date for current period) and all (total historical data)

  • Data update in reporting tool: Weekly

 

Use Cases

The Visibility Insights Report can help you with these strategic and operative use cases:

  • Recognizing optimisation potential (levers)

  • Planning of advertising budget 

  • Preparation for Amazon negotiations/appointments

  • Monitoring of market changes (identifying threats)

  • Optimising product content and campaign settings with relevant keywords

  • Performance measurement of optimisation measures 

The Report

The Visibility Insights Report shows how visible your products are to Amazon customers. We measure the Visibility as Organic Visibility, Paid Visibility and Deal Count:

  • Organic Visibility: This is an index value. For each product and each search term (from the top 100,000 search terms from amazon.de) where the product can be found on the first search results page (not counting ads) the visibility is calculated. The Organic Visibility of a product is the sum of these calculations.

  • Paid Visibility: This is an index value. For each product and each search term (from the top 100,000 search terms from amazon.de) the visibility is calculated, if

    • the product is listed in a SBA on the first search results page (highest visibility),

    • the product is listed in a SPA on the first search results page or

    • the product is listed in a SPA on a product details page of a product which is listed on the first search results page (lowest visibility).

    The Paid Visibility of a product is the sum of these calculations.

  • Deal Count: Number of deals for this product in the selected observation period. Included deal types are best deal, deal of the day and lightning deal. 

 

Tab: Category Overview

 

Shows aggregated Organic Visibility, Paid Visibility and Deal Count by brand for a specific time period and Amazon bestseller category.

Filters

Value

 

Description

Granularity

Aggregate the data by week, month, quarter, year or all. When you change granularity you have to select a new timespan as well.

Timespan

Depending on the selected granularity you can choose a week, month, quarter or year to see the aggregated data for that period.

Amazon Category

Amazon bestseller category. All parent categories of the selected category are listed below the filter.

Brand

Filter by brand name.

 

Charts & Table

Title

 

Description

Organic Visibility by Brand

Top 50* brands by Organic Visibility. All other brands are aggregated to “Other”.

Paid Visibility by Brand

Top 50* brands by Paid Visibility. All other brands are aggregated to “Other”.

Deal Count by Brand

Top 50* brands by Deal Count. All other brands are aggregated to “Other”.

Visibility by Brand

Organic Visibility, Paid Visibility, Deal Count and Deal Count by deal type for all brand names of brands that are among the top 50* in at least one of the 3 areas organic and Paid Visibility and number of deals. All other brands are aggregated to “Other”.

*Shown are the top 50 brands of the selected granularity and all top 50 brands of all lower granularities that are included in this granularity level.

 

 

Tab: Category Development

 

Shows development over time of Organic Visibility, Paid Visibility and Deal Count by Brand in a specific granularity and for a specific Amazon bestseller category.

 

Filters

Value

 

Description

Granularity

Aggregate the data by week, month, quarter, year or all.

Amazon Category

Amazon bestseller category. All parent categories of the selected category are listed below the filter.

Brand

Filter by brand name.

 

 

Charts & Table

Title

 

Description

Organic Visibility by Brand

Development of Organic Visibility of selected brands (shows top 5 brands by Organic Visibility if no brand is selected).

Paid Visibility by Brand

Development of Paid Visibility of selected brands (shows top 5 brands by Paid Visibility if no brand is selected).

Deal Count by Brand

Development of Deal Count of selected brands (shows top 5 brands by Deal Count if no brand is selected). You can use the filter in the chart to aggregate by each deal type.

Visibility by Brand

Total Organic Visibility, Paid Visibility, Deal Count and Deal Count by deal type for the entire observation period for top 50** brands by Organic Visibility and top 50 brands by Paid Visibility and top 50 brands by Deal Count.

**Shown are the top 50 brands of the selected granularity and all top 50 brands of all lower granularities that are included in this granularity level.

 

 

Tab: Products

 

Shows Organic Visibility, Paid Visibility and Deal Count by product, aggregated by week for the last eight weeks.

 

Filters

Value

 

Description

Timespan

You can choose a week to see the aggregated data for that week. The last eight weeks are available.

Amazon Category

Amazon bestseller category. All parent categories of the selected category are listed below the filter.

Brand

Filter by brand name.

Table

Title

 

Description

Visibility by Product

Organic Visibility, Paid Visibility and Deal Count for the top 500 products in the selected week and category.

 

 

Tab: Search Terms

 

Shows the most relevant search terms for a specific Amazon category in a specific week (for the last eight weeks). For each of these search terms all products from the first search results page can be displayed by clicking a certain search term.

 

The relevance of a search term for a specific Amazon category is calculated as the sum of the Organic Visibility of all products on the first search results page which belong to this Amazon category.You will find further details and an example in “Most relevant search terms”.

 

Filters

Value

 

Description

Timespan

You can choose a week to see the aggregated data for that week. The last eight weeks are available.

Amazon Category

Amazon bestseller category. All parent categories of the selected category are listed below the filter.

Brand

Filter by brand name.

 

Tables

Title

 

Description

Most Relevant Search Terms

The top 20 search terms for the selected week and category.

If you have a single brand selected, all search terms where a product of that brand could be found on the first search results page will be highlighted in green.

Products on 1st search results Page

All products listed on the first search results page for the selected search term.

All products which belong to the selected Amazon category are marked with a grey dot before the ASIN.

If you have a single brand selected, all products from that brand will be highlighted in green.

 

Most relevant search terms

The most relevant search terms of a category are not necessarily those that are searched for most often on Amazon, but those that achieve the highest visibility across all products in the category. 

 

In order to determine the most relevant search terms for a category, we determine all search terms on which products from the selected category rank on the 1 search results page. Then we aggregate for each search term a total visibility from the visibility of the individual products from the category that rank on this search term. The resulting ranking represents the relevance of the search terms in descending order (1 highest relevance, etc.).

 

This can easily be explained with an example: 

For the category Advent Calendar in the main category Toys, the most searched terms on Amazon in 46 x 2019 were "Adventskalender"(rank 1) "Adventskalender zum Befüllen" (rank 2) and “Adventskalender Kinder” (rank 9). However, rank 1 and 2 search terms are not so relevant for the Toys Advent Calendars, because the products from the category have only a low visibility on these two terms. This is due to the fact that "Adventskalender" is a very broad term, on which products from other categories (beauty, food) increasingly rank. In contrast, "Adventskalender zum Befüllen" is very specific and targets products that are also not in the Toys category. Only rank 9 of the best list "Adventskalender Kinder" is relevant for the Toys Advent Calendars, because this search term is specific enough that products from the category are displayed at the top. On the other hand, for the products listed in Toys Advent Calendars the search terms "adventskalender 2019 jungen" and "adventskalender kinder 2019" have generated the highest visibility although these search terms are only on ranks 6119 and 3354 in Amazon’s search term ranking of this week. 

 

Table: Most relevant Search Terms in cw 46 2019 for Category “Adventskalender” in Toys

Search Terms (most relevant)

Percentage of Products listed in Category

Total Visibility in Category

Amazon Search Term Rank

adventskalender 2019 jungen

70%

1184

6119

adventskalender kinder 2019

58%

1128

3354

weihnachtskalender kinder 2019

53%

1105

27469

adventskalender 2019 jungs

68%

1081

65134

adventskalender lego 2019

55%

1081

20504

adventskalender 2019 kinder

50%

1067

536

adventskalender kinder

52%

1066

9

adventskalender spielzeug

81%

1065

6324

lego adventskalender 2019

50%

1049

824

adventskalender junge

65%

1048

9499

adventskalender mädchen 2019

50%

1020

3940

adventskalender kinderen

53%

1005

27696

advebtskalender kinder

45%

1003

44582

adventskalender kinder jungen

67%

1000

34442

spielzeug adventskalender

73%

997

41196

adventskalender für kinder

45%

997

1529

adventskalender 2019 lego

45%

988

25283

adventskalender für jungen

58%

987

28555

adventskalender kinder mädchen

63%

966

9966

adventkalender kinder

48%

965

37130

Table: Most searched Search Terms on Amazon in cw 46 2019 for Category “Adventskalender” in Toys

Search Terms (most searched)

Percentage of Products listed in Category

Total Visibility in Category

Amazon Search Term Rank

adventskalender

8%

347

1

adventskalender zum befüllen

3%

18

2

adventskalender kinder

52%

1066

9

adventskalender 2019

21%

478

10

adventskalender männer

10%

140

13

playmobil

3%

78

18

bibi und tina

5%

50

38

baby born

2%

30

93

adventskalender mädchen

60%

898

97

lego friends

2%

10

98

fortnite

7%

13

102

peppa wutz

5%

9

111

die drei fragezeichen

5%

166

116

tiptoi

2%

16

127

weihnachtskalender

10%

138

137

schleich

2%

22

138

paw patrol spielzeug

4%

46

219

hot wheels

2%

33

356

lego harry potter

5%

32

391

playmobil adventskalender

52%

675

397


General Functions of the Report 

  • Clicking on headlines of columns activates sorting (A-Z), clicking again sorts Z-A.

  • Clicking on a certain table field, a graph or a label in a graph, you can highlight the selected element. Click again to remove the highlighting.

  • Filtering: by clicking the desired value; click again or use the rubber symbol in order to clear filters.

  • Multiple selection: you can select multiple items by pressing "ctrl" on your keyboard and clicking on the items.

Above the tables and visuals, several buttons allow you to further analyze data. Hover above the table to see them. 

   1.    2.   3.

 

1. Shows filters and slicers affecting this visual.

2. Focus mode: can be used in order to zoom into a specific table or graph.

3. More Options:

Export data: you can download data into an Excel- or CSV-file (export can take several seconds). You have two options: 

  • Summarized data: data as shown in the table

  • Underlying data: all data from the whole report