Advanced Reporting - Market insight

Author: Yuni Liu

Update Date: April 8, 2025

 

Function Introduction

Market Insights enables customers to customize and upload monitored keywords (traffic keywords), or use the monitored keywords recommended by Xnurta. It analyzes the display times, proportions, and changing trends of brands (both the brand of the product and competing brands) and products (both the product itself and competing products) of each marketplace among the top three pages of Amazon search results under the monitored keywords. This provides market overview data for safeguarding and seizing the traffic market, enhancing brand voice, and formulating advertising strategies.

 

Use Scenarios

1. Focus on My Competitors

Based on the SOV ranking of the brand of the product or the ASIN of the product, find powerful competitors with similar rankings and increase attention to these competitors.

Monitor the changing trends of the SOV of competitors and the changes in the SOV of advertising positions to infer the advertising focus of competitors.

 

2. Master My Market Share Situation

Monitor the market share of the brand of the product, pay attention to the changing trends and rankings of the SOV of the brand of the product, as well as the share of the brand of the product in each advertising position.

Adjust the advertising strategy of the product according to the SOV situation of competing products, and observe the subsequent changes in the SOV of the product to verify the effectiveness of the advertising strategy.

 

Usage Conditions

Supported marketplaces: Currently, it supports 8 marketplaces including the United States, Canada, the United Kingdom, Germany, France, Spain, Japan, and Australia.

Number of Customized Keyword Reports Supported per Account: Each account supports creating 20 Customized Keyword Reports.

Number of Keywords Supported per Report for Monitoring: 1000 keywords.

Data Loading Time for Market Insights Reports: The data is calculated on a weekly basis, and the data report up to the previous week can be viewed this week. When a monitored keyword is manually added or deleted, it will take effect during the data calculation of the next week.

 

Activation and Report Creation

1. System-Recommended Keyword Report

It refers to the market voice analysis report generated by the monitored keywords recommended by Xnurta. The Xnurta-recommended monitored keywords are sourced from the search term reports of the selected store within a specified time range and the Amazon ABA search term reports.

1.1 Activating the Xnurta-Recommended Keyword Report

After clicking the "Activate" in the navigation interface, the Xnurta will automatically activate it.

When users first enter Market Insights, they will see the navigation interface. Xnurta provides users with a button to manually activate the Xnurta-Recommended Keyword Report. After clicking to activate, Xnurta will recommend monitored keywords and crawl the market voice data of different brands and products in the marketplaces to which the store belongs under the monitored keywords.

It takes 1 week to load the Xnurta-recommended monitored keywords and their market data. Users can enter the Market Insights interface again after 1 week and click to view the Xnurta-Recommended Keyword Reports for each marketplace, and analyze the brand voice and product voice.

After the activation of the predefined report recommended by the Xnurta is completed and the report data is loaded, it can be copied, paused, and archived, but deletion and editing are not supported.

• Copying a predefined report is equivalent to copying the current settings of the predefined report to generate a customized report, allowing for personalized modifications to the report name, marketplace, publicity, and monitored keywords;
• Pausing a report means that during the pause period, Xnurta will not load market data for this predefined report, and the report can still be restarted after being paused;
• After archiving a predefined report, Xnurta will no longer load market data for this predefined report, but it supports viewing the historical data of the report;
• Currently, deletion and editing of predefined reports are not supported.

 

2. Customized Keyword Report

Customers can upload the monitored keywords by themselves. After adding the customized monitored keywords, they can further view the market voice performance of the brands or products they are concerned about under the traffic of the monitored keywords.

2.1 Creating a Customized Keyword Report

Creating a Customized Keyword Report mainly consists of 3 steps:

Step 1: Click to create a report, name the report, and confirm the monitored market (marketplace).

Step 2: Select the publicity type. If "Public" is selected, all users (main account and sub-accounts) can see the report created by the user and its details; if "Private" is selected, sub-accounts other than the main account cannot see the report created by the user and its details.

Step 3: Add keywords. Xnurta provides 3 ways to add monitored keywords.

First, users can add monitored keywords by copying and pasting keywords in the keyword addition input window;

Second, it supports referencing keywords from the keyword library as the monitored keywords for the report;

At the same time, it is possible to add monitored keywords by referencing (other public or custom reports created by the current account) customized reports, or by referencing the monitored keywords in predefined reports. (Common scenario: When a new product launches an advertisement in a new market, reference the customized/Xnurta-Recommended Keyword Report of other markets).

A successfully created Customized Keyword Report can be edited, copied, deleted, archived, paused, and restarted.

• Using the edit function, you can modify the report name, change the publicity type of the report, add or remove monitored keywords, but changing the monitored market is not supported;
• Copying a report will copy all the settings of the report being copied, and the report name, monitored market, publicity type, and monitored keywords can all be changed;
• Deleting a report means that the report cannot be restored and will be deleted from the historical creation records of the current account;
• Archiving a report means that the report data will not be updated during the archiving period, but it supports viewing the historical data of the report;
• Pausing or restarting a report, these two states can be switched between each other. After the report is paused, the data will not be updated during the pause period until the report is restarted.

 

Segmented Market Screening, Creation, and Saving

When observing the market voice data of a brand, if it is necessary to exclude invalid data or only focus on certain data, it is recommended to use the function of the segmented market group.

1. Screening the Segmented Market

Enter the details of the Market Insights report. Xnurta provides market voice analysis for two themes: Brand Insights and Product Insights. In these two themes, multiple screening options are provided respectively to confirm the segmented market. After confirming the segmented market, Brand Insights and Product Insights will only count the market voice data of the screened segmented market.

1.1 Brand Insights Segmented Market

It provides 4 screening options including keywords, display positions, brands, and display pages to confirm the segmented market. At the same time, it supports further advanced screening of keywords and brands.

In the advanced keyword screening window, it supports confirming keywords in two ways: searching and inputting. In the search window, screening methods such as ABA search ranking and total (organic position, advertising position) SOV according to ranking and value are provided. It also supports copying and pasting keywords to quickly locate the keyword objects;

In the advanced brand screening window, it supports confirming brands in two ways: searching and inputting. In the search window, screening methods such as total (organic position, advertising position) SOV according to ranking and value are provided. It also supports copying and pasting keywords to quickly locate the brands;

1.2 Product Insights Segmented Market

It provides 3 screening options including keywords, display positions, and display pages to confirm the segmented market. At the same time, it supports further advanced screening of keywords. (The usage method of the advanced keyword filter in Product Insights is the same as that in Brand Insights, so it will not be described repeatedly here).

 

2. Creating and Applying the Segmented Market Group

After screening the segmented market group, create the segmented market group and save this segmented market group as a commonly used segmented market group to facilitate continuous attention to the data of the segmented market and its changing trends. The creation and application of the segmented market group only require 3 simple steps.

Step 1: Click to save the segmented market group.

Step 2: Name the segmented market group.

Step 3: Select and apply.

 

Statistics Scope of This Product

The statistics scope of this product supports screening of this product (ASIN, parent ASIN, product line, ASIN label) and category. After screening, it will affect the SOV value of this product. (For example, before screening, the display times of the search results of all ASINs of this product will be counted, and the SOV value of this product will be relatively large. After screening certain products of this product, the display times of the search results of some products will be excluded, and the SOV value of this product will become smaller).

 

Report Data Interpretation and Application

 

1. Brand Insight

Interpret the market voice data under the monitored keywords from the brand dimension, and provide 4 data analysis dimensions including aggregated data, brand SOV proportion, brand SOV weekly trend line chart, and brand search result number ranking to interpret the market voice differences between brands.

1.1 Aggregated Data

Interpretation

After selecting the store and time range, you can view Brand Insights, and the data of multiple stores will be aggregated and displayed.

Number of Keywords in the Monitoring Scope: Customized uploaded monitored keywords or monitored keywords recommended by Xnurta.

Number of Search Results: All the result ASINs obtained from the top 3 pages of the Amazon search page for the monitored keywords, including organic positions, SP advertising positions, SB advertising positions, and SBV advertising positions.

SOV Top 3 Brands of This Product: It refers to the top 3 brands of this product in terms of the Total SOV value within the statistical scope.

SOV Total Ranking Top 3: It refers to the top 3 brands in terms of the Total SOV value within the statistical scope.

According to the brands of the products sold in the store, calculate the SOV proportion data of the brand of this product. The calculation method is:

Total SOV = The number of search results of the brand of this product / The total number of search results

Organic Position SOV = The number of search results of the brand of this product in the organic position / The number of search results in the organic position

Advertising Position SOV = The number of search results of the brand of this product in SP, SB, or SBV advertising positions / The number of search results in SP, SB, or SBV advertising positions.

Application

Through the aggregated data, you can quickly confirm the SOV value performance of the brand of this product within the selected scope and the confirmed store scope, and at the same time confirm the SOV values of the top 3 brands.

 

1.2 Brand SOV Proportion

Interpretation

View which brands are the top ten brands in terms of the SOV value under the monitored keywords. The brand names and their SOV values can be seen in the indicator list of the colored blocks on the right. The value in the center of the proportion chart is the total number of brands in the search results, and the water drop icon points to the brand of this product. (Brand868 in the screenshot is the brand of this product). It supports downloading the data in this chart as a picture or a table.

Cancel the checkmark of "Only Show TOP10" to see the SOV value proportion situation of all brands.

Application

Check "Only Show top10" to quickly locate the top 10 competitors.

Cancel the checkmark of "top 10" to quickly confirm the competitive layout. Whether it is an oligopolistic competition pattern (not conducive to new brand entry, beneficial for oligopolistic brands to occupy the market), or a multi-head competition pattern (new brands have competitive opportunities), etc.

 

1.3 Brand SOV Weekly Trend Line Chart

Interpretation

Confirm the proportion change situation of the brand every week. (By default, it shows the top 10 in terms of Total SOV). At the same time, a brand filter is provided in the upper right corner to filter the weekly trend change situation of the brands you are concerned about. It supports downloading the data in this chart as a picture or a table.

Application

Quickly locate the competitive change trends of the top 10 competitors within the selected time range, and infer the advertising layout.

Select specific brands within 10 that you are concerned about and lock their brand voice change trends.

 

1.4 Brand Search Result Number Ranking

Interpretation

When the brand operated by the store has not entered the top 10, or when the store operates multiple brands, you can view and pay attention to the competitors with similar rankings to you in the brand ranking.

The chart is ranked according to the number of search results of the brand, and the brand of this product is marked. You can drag the scroll bar below the chart to view the ranking situations at different positions. You can view the rankings of up to 100 brands at a time, and the chart provides brand data of the TOP500.

Application

Quickly confirm the huge gap in the display times of search results between brands.

Pay attention to the proportional differences in the display times of search results in the organic positions and advertising positions between brands.

For example, if the brand of this product (Brand359) in the following figure wants to catch up with the brand (Brand713) ranked first in terms of Total SOV in terms of voice, it needs to further increase the display times of the ASIN of this product in the advertising position to enhance the voice of this product in the advertising position.

 

2. Product Insight

Interpret the market voice data under the monitored keywords from the dimension of a single ASIN, and provide 4 data analysis dimensions including the product SOV weekly trend line chart and the product search result number ranking to interpret the market voice differences between products.

2.1 Product SOV Weekly Trend Line Chart

Interpretation

Confirm the proportion change situation of the ASIN every week. (By default, it shows the top 10 ASINs in terms of Total SOV). At the same time, an ASIN filter is provided in the upper right corner to filter the weekly trend change situation of the ASINs you are concerned about. It supports downloading the data in this chart as a picture or a table.

Application

Quickly locate the competitive change trends of the top 10 competing ASINs within the selected time range.

Select specific multiple ASINs that you are concerned about and lock their ASIN voice change trends.

 

2.2 Product Search Result Number Ranking

Interpretation

View and pay attention to the market voice performance of the ASINs of the competitors with similar rankings to you in the product ranking.

The chart is ranked according to the number of search results of the ASIN, and the ASINs of the brand of this product are marked. You can drag the scroll bar below the chart to view the ranking situations at different positions. You can view the rankings of up to 100 ASINs at a time, and the chart provides ASIN data of the TOP500.

Application

Quickly confirm the huge gap in the display times of search results between ASINs.

Pay attention to the proportional differences in the display times of search results in the organic positions and advertising positions between AISNs.

(As shown in the figure, if the ASIN of this product wants to catch up with the ASIN ranked first in terms of Total SOV in terms of voice, it may be necessary to adjust the advertising strategy according to the target and increase the display times of multiple ASINs in the advertising position).

FAQ

1. How can we obtain the monitoring keywords automatically recommended by Xnurta?

It is based on the search terms of each store in the past 60 days and the Amazon ABA search term report of the past month.

2. What is the frequency of the report data update?

The data reports of Market Insights are updated every 1 to 2 weeks. (For example, if a report is created on Sunday of this week, the Market Insights report based on the keywords of this week can only be viewed from the next Sunday to Saturday.)

3. How will the data be updated after new keywords are added?

The data reports of Market Insights are updated every 1 to 2 weeks, and the newly added keywords will take effect in the next data update.

4. How can we create a new monitoring keyword report after adding a new marketplace?
Click the "Refresh Site" button in the report management interface, and a monitoring keyword report recommended by the system will be automatically generated after one week.