Keepa is a tool for analyzing product sales. Reading its data will give you a clearer understanding of competing products and your products.
This article mainly shares three aspects:
1. How to install Keepa
2. Basic functions of Keepa & introduction to data indicators
3. Advanced gameplay of Keepa
How to install Keepa
This plug-in can be installed on Chrome and Firefox browsers.
Log in to the official website: https://keepa.com
Select a suitable browser on the homepage and install with one click (for example, select Firefox, click the icon, and then click “Add to Firefox,” “OK.”)
After the plug-in is installed, you will see the small icon of Keepa in the upper right corner of the browser.
Essential functions of Keepa & introduction to data indicators
Enter the Amazon platform and find the product details page you want to analyze. Below the bullet point, you can see the product-related information displayed by Keepa.
1. Coordinate data
Abscissa: display date
Y-coordinate (left side): display price
Y-coordinate (right side): Display sales ranking, number of new sellers, number of reviews, and ratings
2. Data expansion and closing
We see that there is a gray horizontal line “—” in front of the data indicators on the right, click the “—” with the left mouse button, the icon will change to a colored “o,” and the corresponding data will be displayed in the chart;
Click “o” again, and the icon will switch to “—,” and the indicator data will disappear in the chart. (For the specific effect, you can see the comparison of the following two pictures).
3. Introduction to data indicators
Amazon: This is the price of Amazon’s self-operated products, which are usually displayed by an orange line.
The orange shade indicates that Amazon’s self-operated stores are on sale and have inventory; the blank white area indicates that Amazon is out of stock. At this time, we can choose to launch products to avoid direct competition with Amazon.
NEW: (new product) price
Refers to the current selected product’s historical price change status (after the mouse moves on the line, the product’s price at each time node is automatically displayed).
There will be a list price indicator later, but we focus on the price displayed by new when we analyze price changes.
Used: (not brand new)
This data indicator refers to the second-hand historical price of the product.
Sales Rank (Sales Ranking)
This data indicator is the indicator we need to focus on. It shows the historical sales ranking data of the product.
The data on the right side of the ordinate represents the ranking. This data can be arranged from low to high or from high to low. Just click the arrow chart on the right of the sales rank to switch.
List Price: The price filled in the background when uploading the product is the manufacturer’s suggested retail price.
New, 3rd Party FBM: The price of third-party self-delivery
lighting Deals: discounted prices for participating in Amazon lighting Deals
Warehouse Deals: For returned goods, the price at which Amazon sells them as second-hand goods
New, 3rd Party FBA: The price of third-party FBA shipments
Buy Box: Get a gold shopping cart
Used, like new/Used, very good/
Used, acceptable: This is mainly the degree of newness of second-hand goods
New Offer Count: The current number of sellers of new products (actually refers to how many sellers are following this product)
Used Offer Count: The current number of sellers who are not brand new products (how many sellers are selling this product in a way that is not brand new products)
Rating: Review rating
Review Count: Number of reviews
Advanced gameplay of Keepa
1. Check the number of followers and which seller has taken the shopping cart
I have explained to you above, open New Offer Count, you can see the number of followers.
As shown below:
Here we see that there are 31 sellers of new products. Excluding the sellers themselves, there should be 30 sellers following this product. The situation of this seller is not optimistic.
How can I check who has stolen the shopping cart? Very simple!
Open the Buy Box button; we can see many rose-red diamonds, left-click the diamond, and the “offer details” information box will pop up. In the seller column below, we can see the name of the seller.
If it does not match the store name on the product page, it means that the follower has stolen the shopping cart.
2. Sales ranking VS new product price VS number of reviews
Under normal circumstances, the ranking decline is the result of many factors. From the chart, we can analyze the impact of prices and comments on rankings.
As shown below:
We have seen that this product’s sales ranking has been relatively stable in the last 3 months, but on October 18, the ranking dropped rapidly.
Analyze the reason: It was found that during this period, the seller’s price increased, from 11.99 US dollars to 12.99 US dollars, and the sales ranking fluctuated.
Of course, we have also seen that this seller has a robust operating ability, and its ranking has been rapidly rebounded through other means.
The following case is mainly about the impact of the number of comments on sales
As shown below:
We saw that the number of reviews of this product dropped sharply on two occasions within three months (it may be due to Amazon deleting reviews, or split variants may cause it)
Obviously: the previous product sales ranking has been stable, but after the reviews were halved, the sales ranking dropped rapidly;
Later reviews have a short period of recovery. At this time, sales increased; when the reviews were halved again, the sales ranking dropped rapidly.
Here, we can see the impact of the number of reviews on the product’s sales ranking.
3. Estimate sales volume based on sales ranking
This skill is suitable for product selection!
How to do it? Please read it slowly:
The first step: In the lower right corner, select the historical data period. Here I choose one year of historical data (depending on your situation).
Then we can very intuitively see the sales ranking of the product in one year.
Step 2: Find the lowest point and highest point of this curve
Move the mouse to the lowest point and find that its lowest historical ranking is 8047; move the mouse to the highest point, and its ranking is displayed as 3.
Step 3: Find the category of the product in the product information: Patio, Lawn&Garden
Step 4: Use Junglescout to estimate product sales
First: enter the Jungle Scout:
Under the free resources column, you will see: Sales Estimator
Second, select the corresponding Amazon site and category.
Finally, we input the lowest ranking 8047 and the highest-ranking just queried using Keepa and get the corresponding sales forecast data.
Through this analysis, we can roughly estimate the product’s sales volume in different rankings when selecting the product to judge whether the product is worth investing in.
The seller should do the best case and prepare for the worst
4. Judging the operation methods of competitors
The easiest way to judge whether a competitor is strong is to see if he can “resurrect the dead” when dealing with crisis issues and turn the tide.
As shown below:
With such “ups and downs” of comments, this opponent is mighty, with various split and merge variants
The most important thing is that he can also guarantee that the sales ranking will quickly return to the original position in the case of a sharp drop in the number of comments.
Either they have rich experience in drainage outside the station, or they are familiar with black technology.
In this chart, we can see that when the number of comments has been halved, the ranking has dropped rapidly but has been pulled back by the seller, continuing to occupy the top rankings.
So when we are selecting categories if most of the opponents ranked in the first 3 pages of the search are such powerful characters, I advise you to think twice about this category.
Of course, many sellers on Amazon are very responsible, focusing on product and marketing.
Such as brand owner: Wyze cam.
Let’s look at the historical sales data of wyze products.
This product has been on the shelves for a year, and the number of reviews has gradually increased, without “big ups and downs,” which is in line with the review trend of a standard listing;
In addition, this product immediately squeezed into the top 100 after it was put on the shelves, which is impressive.
Such sellers are typical brand marketing experts. Of course, it is normal for the product to have its traffic because there is a brand foundation.
You can find sellers of such well-known brands to analyze; not only can you see the trend changes of products under natural traffic, but you can also learn their operating methods.