Amazon Reporting: Halo Products
Amazon brings back coveted Halo reporting to Search Term Reports
Don't Call it a Comeback… By popular demand, Amazon has resurrected their “Halo” metric for Sponsored Product search term reports.
What is Halo?
As Amazon describes it: Brand halo is a process where sales attribution is expanded beyond the ASINs (Amazon Standard Identification Numbers) specified by the advertiser for their campaign.
In other words, Halo is an old metric brought back (by popular demand!) for Amazon Search Term Reports. It lets you know if people are buying other “Halo” products from your brand, other than the advertised one that they originally clicked on.
Previously, the only metrics available to us were total product units/sales, which lumped Halo and advertised data together. With the recent update, total units/sales are now broken out between Halo and advertised.
Why Should I Care?
Scenario: Uh-Oh. You are out of peanut butter. Lucky for you, the grocery store has an ad for your favorite brand. While shopping around, you also pick up some strawberry jelly because nothing goes together quite like...well, you get it.
Recap: The peanut butter got you into the grocery store, but you ended up walking out with both peanut butter and jelly.
Now let's say you own the grocery store. If you knew that people buying peanut butter (Product A) were also buying jelly (Product B), how would you harness that information to sell more products?
A Couple of Quick Ideas...
- Bundle Peanut Butter and Jelly Together: Bundle Products A & B together on Amazon
- In the store, move the Peanut Butter closer to the Jelly: Run PDA campaigns for Product B on Product A
- Run Ads for Jelly: Start running ads for Product B
- Run broader ads for Peanut Butter: Run big, broad Headline ads for Product A in order to get more people into your Amazon Store
Unfortunately, you still can’t see which products were sold, just the amount of units and sales. However, there a few ways to work around this:
- If you have varied prices, you should have a good idea of which products are being sold as Halo.
- By dividing the units by total sales, you can also see if people are typically buying a more expensive/less expensive product.
Be careful as you add or remove products from your campaigns. The sales data for each ASIN may move between both the Advertised and Halo columns depending on what products you add/remove.
These Halo metrics allow us to see a whole new wealth of information that can help us better understand our products, and how purchasers react to different ads.
If you’d like to learn more about how Rise can help you with your Amazon marketing strategy, reach out here.