Great decision making comes from data.
But on Amazon, you have so much potential data to sift through. Accurately estimating a brand’s performance is everything but trivial… but it’s a crucial part of executing on a winning strategy.
At Zoplenti, we see two sides to this question.
How well is a brand doing, and how much better could it do?
And do answer the riddle, we start from discoverability.
Discoverability is at the core of performance.
Amazon is a search-based platform.
Shoppers rarely browse by category; they search for what they need. And if your products don’t show up when customers are looking, nothing else matters.
Conversely, if they do show up, you’re probably doing well.
So we start by analyzing discoverability: how well your brand ranks across the keywords that matter most.
Thanks to our proprietary Z-Vantage tech platform, we analyze your (and your competitors’) rankings on a wide range of keywords.
Performance on every keyword that matters.
At the heart of the process are core keywords, which we define as the high volume, high purchase intent keywords at the core of the product’s category. For example, if you’re selling bicycle helmets, “bicycle helmets for kids” might be one of them.
But those are not the only ones we evaluate.
Next, we look at branded keywords, which are keywords specific to your brand and product names.
Most brands rank well on their own branded keywords, by default. But that doesn’t mean they’re safe. Competitors can bid aggressively on your name, pushing your products down the page. This way they steal clicks and win new customers, while using those sales to boost their rankings in your space.
That’s why we also consider your brand’s discoverability while taking into account sponsored results (ads). This helps us have better visibility on what your customers actually see when they search on Amazon.
We do the same for your competitors, too.
Next, we look at acquisition keywords.
These are where a lot of growth potential lies. They are the searches customers make that are not directly related to your product category, but for which your product is a good fit.
A typical example is gifts for specific occasions. If you’re selling leather wallets, a search like “gifts for father’s day” is an opportunity to earn new customers. It’s where discoverability turns into market share growth.
There are others, too. Thanks to ZVP, we leave no stone unturned.
Then, we look at the gaps.
The next step is diagnosing the gaps holding you back.
Whether it’s poor catalog structure, weak content, reputation issues, or underpowered advertising, every gap drags your rankings down.
By identifying the gaps and evaluating them, we discover something important: how much is missing from your Amazon strategy?
The reality is, growth isn’t unlimited. Your market isn’t boundless, and no matter how good your strategy, it’s unlikely you can grow its total size by much, or win over every customer.
But the more is missing, the more potential for growth there is.
And by fixing the gap, we can unlock the growth your brand is missing.
Putting it all together for long term growth.
Putting all this data together, we get a complete picture of how discoverable your brand is, how your competitors are doing, and how much market share we can take from them.
The less discoverable your brand is, and the more gaps there are to fix, the more potential there is for massive growth.
Meanwhile, how your competitors are doing tells us how to attack them.
Thanks to ZVP, we can make sense of the data and turn it into actionable insights that power a winning strategy.
All that’s left is to execute.
At Zoplenti, growth is at the core of what we do. With data-driven insights and top of the line technology, we build a winning strategy to get our partners to the top.
