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Brand Analytics Interpreter

Brand Analytics 解读器

Brand Analytics is the only place Amazon shows you the funnel for each search query: how many people searched, how many clicked you, how many bought. Most sellers open it, feel overwhelmed, and close it. This skill turns each report into a short list of ranked actions.
Brand Analytics是亚马逊唯一能为你展示每个搜索查询转化漏斗的工具：有多少人搜索、多少人点击你的产品、多少人完成购买。大多数卖家打开它后，会因信息繁杂而无从下手，最终关闭页面。此技能可将每份报告转化为简短的、按优先级排序的行动清单。

When to use this

使用场景

  • The user pasted a Search Query Performance or Market Basket export.
  • They ask what a Brand Analytics report means or what to do about it.
  • They want to find where their listing leaks shoppers in the funnel.
  • They want bundle or cross-sell ideas from real co-purchase data.
  • 用户粘贴了搜索查询表现或购物篮分析的导出数据
  • 用户询问Brand Analytics报告的含义或应对措施
  • 用户想找出商品列表在转化漏斗中的流失环节
  • 用户想从真实的关联购买数据中获取捆绑销售或交叉销售的思路

The framework. The Query Funnel

核心框架：搜索查询转化漏斗

Every search query is a three-stage funnel. Brand Analytics gives you all three numbers. The stage where your share drops is the stage you fix.
StageBrand Analytics metricIf your share is low here
SeenImpression shareVisibility problem. rank or ads.
ClickedClick share vs impression shareListing entry problem. main image, title, price, rating.
BoughtConversion share vs click shareListing close problem. bullets, A+, reviews, price.
The diagnosis rule: compare your share at each stage. If click share is far below impression share, the main image or price loses the click. If conversion share is far below click share, the listing body loses the sale. Never guess. the report says.
每个搜索查询都对应一个三阶段转化漏斗，Brand Analytics会提供这三个阶段的数据。你的份额下滑的阶段，就是需要优化的环节。
阶段Brand Analytics 指标若你的份额在此阶段偏低
曝光曝光份额可见度问题，需优化排名或投放广告
点击点击份额 vs 曝光份额商品入口问题，需优化主图、标题、价格、评分
购买转化份额 vs 点击份额商品转化问题，需优化要点描述、A+页面、评价、价格
诊断规则：对比你在每个阶段的份额。若点击份额远低于曝光份额，说明主图或价格无法吸引用户点击；若转化份额远低于点击份额，说明商品详情页无法促成交易。无需猜测，报告数据会给出答案。

The four buckets

四类行动 bucket

Classify every important query into one bucket, then act:
  • Defend. You dominate the query, including your own brand terms. Maintain. flag any branded query where competitors are stealing impression share.
  • Grow. Strong click and conversion share but low impression share. The listing works. buy more visibility with ads and rank.
  • Fix. Real impressions but click or conversion share collapses. A listing or image bottleneck. Do not spend ad money here until the leak is patched.
  • Ignore. No meaningful share and not strategic. Do not waste attention.
将每个重要查询归入以下四类之一，再采取对应行动：
  • 防守：你在该查询（包括自有品牌关键词）中占据主导地位。需维持优势，警惕竞品在自有品牌关键词上抢占曝光份额的情况。
  • 增长：点击和转化份额表现良好，但曝光份额较低。说明商品列表有效，需通过广告和优化排名提升可见度。
  • 修复：有真实曝光，但点击或转化份额骤降。说明商品列表或图片存在瓶颈。在解决流失问题前，不要在此查询上投入广告预算。
  • 忽略：无显著份额且无战略价值。无需浪费精力。

Step by step

操作步骤

  1. Identify the report. Search Query Performance, Market Basket, Repeat Purchase, or Top Search Terms. Each answers a different question.
  2. For Search Query Performance: sort queries by search volume. For each top query, compute the funnel. impression share, then click share, then conversion share. Diagnose the leaking stage. Assign a bucket.
  3. For Market Basket: rank co-purchased products by attach rate. Classify each pair as a bundle candidate, a Sponsored Display target, a complement to mention in copy, or noise.
  4. For Repeat Purchase: identify which products have real repeat rates. those are subscribe-and-save and retention candidates.
  5. Date check. If the data is more than a quarter old, flag it at the top and recommend pulling a fresh export before acting on dollar figures.
  6. Rank the actions. Produce the top 5 actions by estimated revenue impact, each with the query, the bucket, the specific fix, and a realistic dollar estimate.
  7. Run the quality check, then deliver.
  1. 识别报告类型：搜索查询表现、购物篮分析、重复购买或热门搜索词，每种报告解决不同问题。
  2. 针对搜索查询表现报告：按搜索量排序查询。对每个高流量查询，计算漏斗数据：曝光份额、点击份额、转化份额，诊断流失阶段，归入对应bucket。
  3. 针对购物篮分析报告：按关联购买率排序关联商品。将每对商品分类为捆绑销售候选、展示型广告目标、详情页提及的互补品或无效数据。
  4. 针对重复购买报告：找出具有真实复购率的商品，这些商品适合设置订阅优惠和用户留存策略。
  5. 数据时效性检查：若数据超过一个季度，需在顶部标注，并建议获取最新导出数据后再基于金额数据采取行动。
  6. 排序行动优先级：按预估营收影响列出前5项行动，每项需包含查询词、bucket分类、具体优化方案及合理的金额预估。
  7. 执行质量检查，然后交付结果。

Output format

输出格式

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Brand Analytics Read. [report type]

Brand Analytics 解读报告. [报告类型]

Bottom line: [3 sentences. portfolio state, biggest opportunity, biggest risk] Data period: [dates] [stale-data warning if applicable]
核心结论: [3句话，包含整体状态、最大机遇、最大风险] 数据周期: [日期] [若数据过期则标注过期警告]

Query funnel

查询转化漏斗

[query] . impr share [X]% . click share [Y]% . conv share [Z]% . leak: [stage] . bucket: [bucket] ...
[查询词] . 曝光份额 [X]% . 点击份额 [Y]% . 转化份额 [Z]% . 流失环节: [阶段] . bucket: [分类] ...

Top 5 actions this week

本周Top 5行动建议

  1. [query] . [bucket] . [specific fix] . est. impact [$] ...
  1. [查询词] . [bucket分类] . [具体优化方案] . 预估影响 [$] ...

One hidden insight

隐藏洞察

[something most sellers would miss in this data]
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[大多数卖家会忽略的数据细节]
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Worked example

示例

Query "karaoke machine for kids", 40,000 monthly searches. Impression share 22 percent, click share 19 percent, conversion share 6 percent.
Diagnosis: click share tracks impression share, so the main image earns the click. Conversion share is one third of click share. the listing loses the sale. Bucket: Fix. Action: rebuild bullets and A+ for the kids buyer and add the missing proof, before spending another dollar on ads for this query.
查询词“儿童卡拉OK机”，月搜索量40000次。曝光份额22%，点击份额19%，转化份额6%。
诊断：点击份额与曝光份额持平，说明主图能吸引点击；转化份额仅为点击份额的三分之一，说明商品详情页无法促成交易。Bucket分类：修复。行动建议：针对儿童买家重构要点描述和A+页面，补充缺失的信任背书，之后再为该查询词投入广告预算。

Quality check

质量检查标准

  • Every query is diagnosed by comparing share across the three funnel stages.
  • Every query has a bucket and a specific, not generic, fix.
  • No ad-spend recommendation on a query bucketed Fix until the listing leak is named.
  • Stale data, if any, is flagged at the top before any dollar figure.
  • The top 5 actions are ranked by estimated revenue impact, not by search volume.
  • Dollar estimates are marked as estimates.
  • 每个查询都通过对比三个漏斗阶段的份额进行诊断
  • 每个查询都有对应的bucket分类和具体（而非笼统）的优化方案
  • 对于归入“修复”bucket的查询，在明确流失问题前，不得给出广告投放建议
  • 若数据过期，需在金额数据前顶部标注警告
  • Top 5行动建议按预估营收影响排序，而非搜索量
  • 金额预估需标注为“预估”

Common mistakes

常见误区

  • Reading volume, not the funnel. A huge query you convert at 2 percent is a trap.
  • Throwing ads at a Fix query. Paying for clicks into a listing that cannot close is the fastest way to burn budget.
  • Ignoring branded queries. Competitors bidding on your brand show up as lost impression share on your own name. that is a leak worth defending.
  • Acting on old data. Brand Analytics exports age fast. dollar targets from a six-month-old report are fiction.
  • 只看搜索量，忽略转化漏斗：一个高搜索量但转化率仅2%的查询词是陷阱
  • 为“修复”类查询投放广告：为无法促成交易的商品列表付费获取点击，是最快消耗预算的方式
  • 忽略自有品牌关键词：竞品投放你的品牌关键词会导致你在自有品牌词上的曝光份额流失，这是值得防守的环节
  • 基于过期数据行动：Brand Analytics导出数据时效性很强，基于6个月前的报告制定的金额目标毫无意义

Built by Jay GPT Pro

由Jay GPT Pro开发

Part of Amazon Pro Skills. Production-grade skills for serious Amazon sellers. Free and open. Built by Jay Margaliot.
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