Case Study: How The Fit Guy Leveraged Amazon Brand Analytics for Success

Introduction

The Fit Guy is a fitness accessory brand that, through Amazon Brand Analytics uses the data to understand the problem of customers and find its solution. Fit Guy gets improvement in product listings using data from Amazon Brand Analytics also known as ABA, opportunities for new items, maximized advertising budgets, and a sales boost by running advertisements only inside Amazon's shop.

Background

In 2018, Yaniv Kinstlich purchased a product on Amazon with the goal of using it to protect his shins while weightlifting. He was not pleased with the purchase and couldn't believe that there wasn't a fashionable shin guard that would be wrapped around his lower legs without requiring him to remove his shoes.

He collaborated with his longtime friend and coworker, Guy Arad, in designing a prototype of the shin guard he would wear during weightlifting. And this is how the brand Fit Guy was born.

Business Growth of the Fit Guy

Amazon Brand Analytics, or ABA, is a tool that Yaniv and Guy depend on for understanding what his customers need and how he can be of maximum service to the customer in reaching that desired product. This service provides insights into potential customers, purchasing behavior or patterns, competitors, and search queries that are invaluable to identify. The goldmine for merchants selling on Amazon is Amazon Brand Analytics (ABA).

Their sales compared to the fourth quarter of 2021 have almost surged by 40% in 2022. By spending time on the Search Query Performance, or SQP, dashboard, Yaniv learned search phrases he never would have considered.

How The Fit Guy Optimized Its Sales By Using Amazon Brand Analytics?

Fit Guy has managed to lower advertising costs with an increase in the number of products sold due to Guy's interest in doing research on data and Brand Analytics reports such as SQP and Search Terms. The reports detailing the research on repeat purchasing behaviors from the Amazon customer base provide such details of repeat transactions.

It is informative and inspiring to understand how buyers find products. The Fit Guy recognized how Amazon search works and quickly increased sales by doing so rather than assuming what customers type into the search bar to find products similar to those they sell.

How The Fit Guy Derived Marketing Insights By Using Amazon Brand Analytics?

This is because the Market Basket Dashboard enabled Yaniv and Guy to identify which of the products customers usually purchase together, thus enabling them to create bundles that increase sales.

The Market Basket Analysis Item Comparison and Alternate Purchase Behavior Report displays the top three products that Amazon customers compare and buy instead of your products. In addition, the data depicts how often shoppers compare your offers to the top three products.

What Are The Various Reports?

The Fit Guy formerly had an advantage over others to use it for competitive analysis. There were five major types of reports used as given below:

The five important reports used were as below:

1. Amazon Search Terms Report

2. Market Basket Analysis, Item Comparison, and Alternate Purchase Behavior

3. Repeat Purchase Behavior Report

4. Market Basket Analysis Item Report

5. Demographics Report

Understanding Amazon Brand Analytics as a New Seller

An e-commerce business needs two vital components to expand sustainably: customers and their loyalty. To achieve both of these, you need to understand the needs, budget, and interests of your buyers. However, to attain such a requirement, proper information must be derived. The add-on Brand Analytics function can be employed for brands registered in Seller Central's Amazon shop to sell products.

As mentioned earlier, it contains some of the most crucial information that you should definitely check. You can find the following things using this tool:

1. Estimation of the overall click-through rate and conversion rate for each term.

2. Shopping habits and buying trends of consumers.

3. Determine who your potential clients are.

Why Are Analytical Tools Important for Your Amazon Business?

The number of unique customers, sales of purchased products, and ordered units for every demographic segment are included in the critical indicators of the platform made available to sellers. Upon consulting the Demographics dashboard, brand owners can enhance their marketing efforts based on client penetration by demography.

This report aggregates demographic information about a seller's clientele, such as age, gender, and income.

Conclusion

Given their success selling in Amazon's shop, Guy and Yaniv expanded their product line with the support of the effective use of Amazon Brand Analytics. They now sell a variety of belts, guards, and gym attachments besides shin guards. Undeniably, they have grown in sales and are continuously establishing a good name as a reliable fitness accessory company.

They aim to continue delivering world-class products to the fitness community by researching more of the Brand Registry tools and programs of Amazon.