FAQ: Category360

FAQ: Category360

What is Category360?

Category360 is a tool that scores brands on their execution of Discoverability, Conversion, and Distribution for products within an Amazon Subcategory. It provides a total score averaged across these three areas:
  1. Discoverability: When shoppers search for a relevant keyword, how discoverable are your products to them?
  2. Conversion: When shoppers land on your Display Page, how likely are they to convert?
  3. Distribution: When shoppers decide to purchase your product, how likely is it that you own the Buy Box and the sale is not lost to third party resellers.
The full report provides detailed information on 20+ metrics such as Share of Voice, Pricing and Discounts, Reseller Pressure, Buy Box Win Percentage, Listing Content and more.

Why did i2o develop Category360?

i2o developed Category360 to aid brands in benchmarking their performance against other brands in the subcategory. It shows subcategory leaders and how brands stack up against each other.

Who benefits from Category360?

The tool can be used by brands to:
  1. Perform comprehensive Competitor Research
  2. Get a holistic understanding of the subcategory landscape
  3. Understand tactical improvements to increase market share

What decisions can a brand improve by using Category360?

Category360 can help brands:
  1. Perform keyword research on commonly used search terms that drive traffic for an Amazon Subcategory
  2. Understand Buy Box Pressure, see who’s winning sellers for nearly any brand
  3. Analyze Share of Search and strategize advertising efforts
  4. Analyze pricing and discount strategies for competitor brands
  5. See where you rack up in customer trust in terms of ratings and reviews versus competing products

What is the i2o Discoverability Score and why does it go beyond Share Of Voice?

Discoverability is the first step on the consumer's path to purchase. The i2o Discoverability Score measures how products appear in the search results when shoppers search using a relevant keyword. The i2o Discoverability Score accounts for metrics such as Organic SOV, Sponsored SOV, Best Seller & Amazon Choice Labels, Reviews, Ratings, and Buy Box availability. The highest emphasis is placed on Organic Share of Voice, Buy Box Price, Ratings and Reviews. Medium emphasis is placed on Discount Percentage, Amazon Choice and Best Seller Labels. 

What is the i2o Conversion Score and why is it important?

Conversion is the second step on the consumer's path to purchase. The i2o Conversion Score measures how likely shoppers are to purchase after they land on your Amazon Product Details Page. The i2o Conversion Score accounts for metrics such as Listing Content (e.g. images, bullets, A+, etc.), Negative Ratings, Answered Questions, Best Seller Ranking and Product Variations, Product Availability.

What is the i2o Distribution Score?

Distribution is the final step on the consumer's path to purchase. The i2o Distribution Score measures how likely it is that your brand owns the Buy Box and the sale is not lost to a third party reseller.  The i2o Distribution Score accounts for metrics such as List Price Realization, Reseller Pressure, and Buy Box Win Percentage.

How can I access Category360?

The tool can be accessed on the i2o Retail website. A full report can be requested from our team when provided with a pre-selected brand and subcategory.

How often should I use Category360? 

Category360 can be used for a weekly audits of competing brands or it can be used to holistically pulse check an Amazon Subcategory and understand who dominates the market share.

What is the source data for this tool?

The insights are collected from publicly available marketplace data on Amazon.com.

Is my private data being utilized by i2o and shared with external audiences?

No. The data is collected from publicly available information on Amazon.com search results pages as well as Product Detail Pages. A detailed report about any brand can be downloaded by any brand.

Why do I not see my brand in your category analysis?

The Amazon.com marketplace changes week over week. If your brand is not showing up, contact support@i2oretail.com. 

How do I report any anomalies or issues?

Your feedback is appreciated and may be sent to support@i2oretail.com.

How do I request this data for my brand(s) and subcategories which aren't visible in the current options?

Request a full report by contacting support@i2oretail.com. Your brand and subcategory are required to produce this report.

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