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\u201cOne of the most common questions we are asked by brand and private equity business partners is ‘who within a given category is really good at Amazon?,'” said John T. Shea, Momentum Commerce\u2019s Founder and President. To help brands and private equity firms answer this question, we’ve created the Momentum Commerce Amazon Brand Index<\/a>.<\/p>\n\n\n\n

The Index is a free interactive software tool that tracks over 3,500 product categories on Amazon.com, scores how discoverable over 80,000 brands are within the Amazon search results, and reveals to what extent sales for these categories and brands are driven by Sponsored Amazon Advertising placements or organic, free listings. The Index classifies brand participation on Amazon into four different classes: Leaders, Incumbents, Challengers and Laggards.<\/p>\n\n\n\n

Wondering how you can use the Amazon Brand Index to inform your ads strategy? Here are 4 use cases:<\/p>\n\n\n\n

Track impact of changes in your brand\u2019s ad spend in market competition<\/h3>\n\n\n\n

Running tests is a great way to determine the impact of advertising on your business, but it\u2019s important to be able to define quantitative results to measure the impact. As an advertiser, you have access to your advertising spend and performance, but rarely do you have access to a competitor\u2019s. With the ABI, you can track the ratio of paid SOV week-over-week, providing supporting data points around the impact of changes to the advertising strategy (such as increasing or decreasing branded spend).<\/p>\n\n\n\n

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Keep an eye on upcoming Challengers and protect your brand<\/h3>\n\n\n\n

There are a lot of reasons why you should keep an eye on the competition in your market – perhaps you are a well-known brand with a lot of cheap knockoffs as competitors, or you have a USP that others are starting to mirror. By keeping an eye on the brands that are moving from the Laggards quadrant into the Challengers quadrant, you can quickly determine who is spending the big bucks to make a splash in your category. These insights allow you to ensure your brand protection campaigns are strong enough to combat any competitive conquesting and adjust bids and budgets if you lose SOV on strategic keywords.<\/p>\n\n\n\n

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Refine targets for competitor conquesting campaigns<\/h3>\n\n\n\n

If you aren\u2019t already running product attribute targeting (PAT) campaigns, here\u2019s your sign – get them going! PAT campaigns are similar to manual search campaigns in that you should always be looking for new targets to add. By leveraging the ABI, you can pick up on new brands to target and adjust your strategy and appetite for competition based on the changes you see in the competitive landscape week-over-week.<\/p>\n\n\n\n

Once you have a brand to target, you can either target at the brand level or find specific ASINs using third-party scraping tools on Amazon SERPs or Storefronts. From there, it\u2019s easy to add those ASINs to your PAT campaigns to target those products specifically.<\/p>\n\n\n\n

Cost-per-click (CPC) tends to be higher on search results pages than product detail pages, particularly for conquesting campaigns bidding against a competitor\u2019s brand term, making that strategy prohibitively expensive for most emerging brands. The ABI can help you understand what brands in your category are searched for the most, and from there you can focus your conquesting efforts on more cost-efficient tactics, such as on-site sponsored display ads targeting competitor PDPs. <\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cOne of the most common questions we are asked by brand and private equity business partners is ‘who within a given category is really good at Amazon?,’” said John T. Shea, Momentum Commerce\u2019s Founder and President. To help brands and private equity firms answer this question, we’ve created the Momentum Commerce Amazon Brand Index. The […]<\/p>\n","protected":false},"author":10,"featured_media":503,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-501","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-media"],"acf":[],"yoast_head":"\n