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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

Charts & Table

*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

The tab “Category Development” shows the development over time of Organic Visibility, Paid Visibility and Deal Count by Brand in a specific granularity and for a specific Amazon bestseller category and enables you to compare the performance of selected brands year-over-year. 

Filters

Views NEW

The tab now contains 4 views.

Category Development

To better analyse the development of your brand visibility over time, we now provide 2018 data for Visibility Insights. In the tab "Category Development" you can see the development of the brand visibility for a selected Amazon category  for the years 2019/20 and also for the years 2018/19 as the data collection has changed from 2018 to 2019. 

Year-over-year comparison

In addition, the tab "Category Performance" also offers the possibility to compare the development of visibility for an Amazon category or a selected brand in a category for the years 2019/20 or 2018/19. This enables you to easily track and interpret changes in the category visibility or brand performance. Moreover, you can check, if your results follow the category trend and which effects strategic adaptations or marketing activities had on the visibility of your brands. 

Note: 2018 data is based only on the results of the 1st Search Engine Results Page (SERP) per search term - the Sponsored Product Ads on the product detail pages were not collected at that time. Deals were also not recorded in this period. Therefore, 2019 data has been adjusted in the "Development 2019/20" view for comparison purposes. The data for the "Development 2019/20" view remains unchanged and thus also includes the SPAs on the product detail pages of the top products per Search Term.

Charts & Table

**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

Table

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

Tables

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

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

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