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Noopur Mathur

With 13+ years in digital commerce and analytics, Noopur Mathur leads E-commerce Analytics at mFilterIt. She builds trend-driven, data-backed solutions that simplify complexity, uncover insights, and help retail and D2C brands stay ahead in a fast-evolving global marketplace.

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How Category Analysis Helps Ecommerce Brands Boost Visibility and Sales

Blog, Digital Shelf Analytics /

As winter arrives, the demand for room heaters and water heaters has increased across ecommerce platforms. From prepping homes for winter to upgrading to energy-efficient models, these categories witness a surge in searches and sales as consumers gear up for the colder months.  But for consumers, it’s not just about finding warmth; it’s about finding value, reliability, and the right brand. With hundreds of similar listings online, shoppers compare features, prices, and ratings before hitting “Buy Now.” Every search result and every sponsored placement matters.  And that’s where the competition truly heats up for ecommerce brands, too. The battle is not only about discounts or delivery speed; it is also about visibility. Visibility for which brand appears first when intent is highest, who balances organic and sponsored visibility smartly, and who manages to stay top-of-mind throughout the buying journey.  To find this out, our ecommerce analytics team at mFilterIt analysed two categories – water heaters and room heaters, to uncover which brands are dominating visibility across Amazon and Flipkart, and what their performance reveals about winning on the digital shelf.  What Our Category Analysis Revealed: Which Brands Dominate the Water Heater Category on Amazon & Flipkart  The water heater category saw strong activity across both marketplaces, with brands adopting different strategies to drive visibility. Here’s what our analysis revealed:  Amazon Category Analysis – Water Heater AO Smith secured a leading position across both organic visibility (23.68%) and sponsored visibility (26.92%), showing a balanced approach for SEO and paid visibility.  V-Guard and Havells had similar organic visibility (around 17.11% each) but much lower sponsored share, 7.69% for V-Guard and 12.82% for Havells.  Bajaj (11.84%) and Longway (7.24%) showed moderate organic presence but appeared less prominently in sponsored placements, highlighting a focus on content-driven reach.  Faber, Hindware, and Lifelong gained less than 2% visibility in organic share and almost negligible visibility in sponsored sections, which means improving keyword use and content optimization can help them appear more frequently in search results.  Flipkart Category Analysis – Water Heater Longway dominated organic visibility with a 36.73% share, showing that strong content and keywords strategy can drive discoverability even without heavy ad spends.  AO Smith had no organic presence but led sponsored listings with 38.30% share, depending mainly on paid ads to stay visible.  V-Guard had 10.20% organic and 2.13% sponsored visibility, while Hindware (4.17%) and Havells (2.04%) showed limited visibility across both.   Key takeaways for ecommerce brands: Plan visibility strategically like a portfolio: Allocate spend and optimization efforts across both organic and paid fronts to stay visible on digital shelf throughout the buying cycle.  Use organic data to fuel ads: Your top-performing organic SKUs can guide which products deserve sponsored promotion.  Adapt as per platform: Amazon and Flipkart reward different behaviours; a one-size-fits-all visibility strategy rarely works.  Read this blog to understand the role of keywords to boost discoverability.  How Did Room Heater Brands Compete for Product Visibility on Amazon & Flipkart? The room heater category saw a similar pattern, with some brands building steady organic visibility while others relied on ads for quick attention.  Amazon Category Analysis – Room Heater Havells held the highest organic share (37.07%) and a strong sponsored visibility of 30%, showing a well-balanced approach.  Sujatha focused mainly on ads, with the highest sponsored share (50%) but lower organic visibility (6.9%).  Crompton, Bajaj, and Orpat had moderate organic visibility (between 15–19%) but no sponsored listings, showing they are naturally discoverable but less active in ads.  AO Smith (10%), Longway (5%), and Hindware (5%) appeared less frequently overall, showing potential to expand their visibility mix.  Flipkart Category Analysis – Room Heater Bajaj led in organic visibility with 34.62% share, proving that consistent content and product optimization help attract shoppers naturally.  Longway dominated the sponsored space with 60% share, showing a strong focus on paid visibility but only 3.85% organic share, suggesting heavy ad dependency.  Havells had a 15.38% organic share, maintaining a moderate presence, while Sujatha had no visible listings on Flipkart this season.  Key takeaways for ecommerce brands: Monitor share of search regularly: Track both organic and sponsored rankings to understand your brand’s discoverability health and share of search proactively.  Balance awareness and conversion: Organic visibility builds trust, while sponsored visibility captures purchase intent; both are essential for digital shelf dominance.  Keep category intelligence active: Continuous tracking helps identify when to increase ad exposure or refresh content as market dynamics change.  What This Category Analysis Means for Ecommerce Teams: Need for Category-Level Intelligence The insights from both categories – water heater and room heater clearly show how fast visibility and discoverability dynamics shift across platforms. This means, to win consistently on the digital shelf, ecommerce brands need to see the bigger picture – how each category is performing across both organic and sponsored share, how competitors are being positioned on each platform, and how trends change overnight.   This is where ecommerce analytics and category-level intelligence help. Here’s how:  Understand where their brand stands across both organic and sponsored visibility.  Identify which SKUs, keywords, or listings are driving performance.  Adjust pricing, promotions, and ad spends based on actionable data and insights.  Understand how visibility trends differ between marketplaces like Amazon and Flipkart and plan accordingly.  Therefore, brands that integrate ecommerce intelligence into their decision-making strategy outperform competitors who rely solely on sales dashboards.  Also, check out our smartphones and smart TV category analysis to find which brands won the visibility race.  How mFilterIt’s Category Tool Helps Brands Win on Digital Shelf Our advanced ecommerce analytics solution – mScanIt helps ecommerce brands to turn insights into strategic action. It autonomously scrapes data from various ecommerce marketplaces to provide category-wise, brand-wise, and SKU-level insights, without requiring SKU inputs. Here’s how it helps:  1. See your brand’s true position on the digital shelf Understand which products dominate search results both organically and through ads, and how your visibility and product discoverability shift across platforms or categories.    2. Spot the next growth opportunity before your competition does Discover which SKUs, keywords, or content strategies are helping

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How Brands Battled for Visibility on Amazon and Flipkart This Festive Season

Smartphone and Smart TV Category Analysis: How Brands Battled for Visibility on Digital Shelf

Blog, Digital Shelf Analytics /

Smart TVs and smartphones have become festive must-haves. Whether it’s upgrading to a bigger screen or gifting the latest model to a loved one, consumers look for these products more frequently during the festive season.  This year, shoppers weren’t just chasing the biggest discounts; they were looking for trusted brands, better value, and convenience. With product comparisons, reviews, and flash deals just a click away, decisions were made faster and smarter.   And that’s where the real competition began. The festive sale wasn’t only about who priced their products better; it was about which brands appeared first, who stayed visible at the right time, and who managed to stay on top of consumer searches when intent was at its peak.  To find this out, our ecommerce analytics team at mFilterIt dived deep into two of the most competitive segments – smartphone and smart TV, to uncover which brands dominated visibility and how they did it to win consumer attention across the leading marketplaces – Amazon and Flipkart.  Amazon & Flipkart Visibility Insights: How Top Smartphone Brands Balanced Paid and Organic Presence  When it comes to online shopping during the festive season, one category that gets people clicking faster on payment options is smartphones. According to a TechInsights report, smartphone shipments in India jumped 5% year-on-year during the first wave of the 2025 festive sales period.  Here’s how top smartphone brands balanced organic and paid visibility dominance on the digital shelf.  1. Amazon Category Analysis – Smartphones Samsung took the lead in both organic (32%) and sponsored (42%) visibility, a clear sign of dominance.  It wasn’t just strong brand equity; it was strategic reinforcement through ad investment and share of voice strategy.  iQOO followed with a steady performance in both organic and sponsored visibility, showing balanced marketing discipline.  Redmi compensated for weaker organic visibility with sponsored ad push, while Apple stayed premium by putting some efforts on sponsored ads.  Strategic Insight – Amazon’s smartphone visibility leaderboard rewards those who combine strong organic authority with strategic ad investments. Therefore, brands need to analyze their organic and sponsored share on the digital shelf carefully to ensure safe spending where required.   2. Flipkart Category Analysis – Smartphones Vivo (29%) and Motorola (24%) led organically, indicating strong product discoverability, SEO and keyword traction without heavy ad reliance.  Samsung maintained a high sponsored share (47%) but was not able to capture the visible organically.  Nothing and Oppo made aggressive sponsored pushes to build awareness and brand recall among audiences.   Strategic Insight – Flipkart’s visibility ecosystem is more democratic; SEO, reviews, content, keywords, and product discoverability often beat budget-heavy campaigns. But for emerging brands, paid visibility remains a faster route to building awareness.  Amazon & Flipkart Visibility Insights: How Top Smart TV Brands Balanced Paid and Organic Presence After smartphones, smart TVs were the next big attraction this festive season. Shoppers looked for the best deals, and brands raced to make sure their products were visible on the digital shelf. Here’s how the leading brands used organic visibility and paid visibility to grab consumer attention.  1. Amazon Category Analysis – Smart TV Samsung (19%) led organically in the Smart TV category, backed by years of brand trust and optimized listings.  VW (16%) surprised with strong organic traction, showing how price and SEO can outshine legacy.  Sony (9%) and Xiaomi (8%) maintained moderate organic visibility with consistent search volumes and mid-range consumer segments.  LG, TCL, Hisense, and Acer made their mark with aggressive efforts on sponsored visibility to gain traction.  Strategic Insight – Amazon’s Smart TV digital shelf space saw a balanced approach. Brands that combine storytelling, optimization, and well-timed paid activity retain visibility without overspending.   2. Flipkart Category Analysis – Smart TV TCL led organic visibility (20%) with strong SEO optimization strategies and minimal ad reliance.  Reliance Digital (20%), Realme (20%), and Foxsky (17%) went big on sponsored ads, gaining quick recall but limited organic traction.  Samsung (15%) and LG (10%) relied moderately on ads, balancing organic visibility and sponsored visibility effectively.  Sony (9%) and mid-tier brands like Motorola, Thomson, and Realme (4% each) maintained moderate organic visibility presence. Strategic Insight – Flipkart’s Smart TV digital shelf space became a stage for emerging brands to compete head-on with giants. But sustainability will depend on how fast they can transition from paid recall to organic recognition.  Also check out the blinkit chocolate and protein bar category analysis, and what the data revealed Amazon vs Flipkart: What the Festive Visibility Data Reveals About India’s Top Ecommerce Marketplaces Both the platforms, Amazon and Flipkart, saw massive festive traffic, but how brands showed up and stayed visible across both the platforms varied a lot. The data highlights how each marketplace rewards a different kind of discoverability efforts.  What Brands Can Learn from This Race of Visibility on The Digital Shelf Now that the festive season is over, one thing is clear; winning visibility isn’t about who spends the most. The brands that truly stood out were the ones that spent smart, planned better, and used intelligence for well-optimized decision making.   Here are four learnings every ecommerce brand should carry forward into 2026:  Don’t overspend where you already win – If your organic visibility is strong, your next investment should be in content quality, not more ads.  Build organic equity early – Paid ads may spike visibility, but organic traction is what sustains discoverability and share of search post-sales.  Customize strategies for each platform – Don’t replicate the same strategy across platforms; what wins on Amazon might not convert on Flipkart.  Monitor ROI, not just reach – Sponsored visibility is effective when it drives incremental sales, not when it duplicates organic success.  Read more about why ecommerce brands need digital commerce intelligence.  Insights You Get Using mFilterIt’s Ecommerce Intelligence Solution to Win on Digital Shelf With the right layer of ecommerce analytics, brands can easily bridge the gap between visibility and performance. Here’s how mFilterIt’s ecommerce intelligence solution helps brands make the most of their data to win on

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Top 5 Brand Strategies to Boost Black Friday Sales 2025

Leave a Comment / Blog, Digital Shelf Analytics /

Black Friday is the Super Bowl for marketers! Prepare well off-season to score big during the season. Oh! You didn’t get that reference. Let’s lay it down in Indian terms, it’s like an IPL, a once-in-a-year where your brand talent meets sale opportunity. It’s a massive occasion for sellers to cash in on the global sale phenomenon. However, to ace the race brand need digital commerce intelligence, to make sure they on the top of the digital shelf monitoring discoverability share, pricing, stock availability, customer feedback etc.   Brands on black friday day offer exclusive offers and massive discounts ranging from apparel, and fashion, to trendy electronic items. It’s time for sellers to entice the shoppers with attractive offers and push their products on an eCommerce marketplace targeting Millennials and Gen Zs that are well aware of the day and prep their wish lists in advance.  But, just rolling out exciting offers and deals is not enough! To swiftly attract the customer brands needs to move up the ladder, increase online traffic and visibility with a well-thought of strategies needed to make the most of this occasion.  Brand Strategies for Black Friday & Cyber Monday?  To capitalize on Black Friday sale, brands need to cover every aspect across e-commerce marketplaces and quick commerce platforms with digital shelf analytics.   Here are some strategies that could help your brand do so.  Promote Shoppable Content – Boost Brand Visibility Over the years, Shopping as an idea and practice has gone through transitions, intending to make shopping more exciting, engaging, and seamless for the shoppers. One such transit is the promotion of shoppable content.  Focus on Product visibility with organic and sponsored listing. It plays a key role in brand strategies brand need efficient and automated processes for keyword bidding to make sure their product achieves max visibility on organic and strategic budget allocation on sponsored.   Create a Pre-Sale Brand Curiosity with Dynamic Pricing – Beyond Electronics Category Black Friday and Cyber Monday are not just limited to Electronics or tech devices categoy. All product categories on e-commerce platforms, Quick commerce platforms D2C website are explore possibilities of massive sales boost during Black Friday Sale. As the sale is now not limited to Friday it extends over the weekend till Cyber Monday.   Pricing and discount strategies are always a key factor in purchase decision. New Trend in shopping has emerged that promote bank offers to offer massive discount on credit card, combined with platform offers and brand offer on ASP.   It prompts shoppers to get involved in the sale as the timer beside the product provokes the customer to stimulate and magnetize your customers towards the Friday sale. Limited time offers. Pre-Black Friday Sale fosters the customer’s interest to plan their purchase even before the sale starts.  Also keep track of your stock to ensure the hassle-free purchase and avoid the risk of going out-of-stock during sale season.   Keep track of pricing with real time pricing tracker and alerts. Every hour surprise shoppers with attractive and interesting Black Friday deals and offers. Cheer them up and encourage them and match competitions at different times across different platforms and geographies.    Be the Top choice with Quality Content to attract shoppers A quality product at attractive prices is nothing without quality content, title, description and high-quality product images. Pricing alone is not enough to attract shoppers! It needs discoverability and content that entice shoppers.   Stay free from chaotic and hectic promotions and stay organized this weekend. Attract shoppers make them feel the product is worth shopping during the sale season with details on specifications and what they get in the product with A+ content images and videos.    These activities should not end with the long Black Friday weekend content consistency and monitoring keyword share can keep you well ahead in the game even during the regular days. It is an effective way to gain your customer reach and amplify the number of loyal customers.  Personalized Black Friday – Listen to what customer has to say The best way to engage customers is personalization, adding a touch of personalization to your Black Friday marketing campaigns. Monitor customer sentiments theme with feedback analysis. Product reviews are the most sought-after element in purchase decisions. What other shoppers have experienced drives good responses from new new shoppers. The Brand must be aware of their customer sentiment and identify gaps before they lose out during sale season. It also boost brand visibility, thereby monitoring feedback becomes key part of brand strategy during the Black Friday sale and for non-sale days, to keep the brand consistency and main brand reputation  Frictionless Customer’s Journey with Quick Commerce Analytics One of the biggest problems for an online retailer is abandoned products in shopping carts. Creating a frictionless shopper’s journey is crucial during big sales days like Black Friday.  Shoppers often traverse through adding products to their carts but abandon them due to complex purchase barriers like hefty shipping charges, additional charges, or taxes. Customers have proved their interest in the brands by adding products to their carts. Most of these customers are your potential customers from the past. Brands need to create a smooth pathway to make a purchase and offer free shipping or reduced additional charges to convert interest into purchase.  This is the perfect time to remarket products with exciting offers to those customers, who looked for products earlier but did not buy. Entice them with attractive & valuable discounts and try to influence their purchase decision. Also, remember to add a buffer period to your Black Friday marketing strategies to capture early birds or late-wakers.  Black Friday Expectations – How mFilterIt can help? The future holds great prospects for eCommerce business across platforms and categories. The result-driven marketing strategies play a crucial role in cashing in on this exponential market growth.  Black Friday deals help acquire new customers as first-time buyers make up for a big portion of Black Friday shoppers. This online shopping carnival is the key to the sustainable

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Listen to Your Customers: They Know the Best.

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How analyzing reviews helped an FMCG brand to optimize their packaging? In India, we have a saying, “ग्राहक हमारे भगवान हैं” which means “customer is our god.” Ratings and reviews are invaluable sources of getting to know your customers. The shoppers share their personal buying experiences through them. They share the qualities and experience they love with the product, things they are disappointed with, inform about unfocused or undermined USPs of the product, at times talk about better experience with competitor products and lot more. The information customers provide through reviews is invaluable for brands as it helps to understand buyer personas, find new trends, and resolve brand / authorized seller or product issues, influencing the buying decision of the on-lookers. Brands constantly need to weigh the value of their customer’s positive, negative, or neutral reviews to figure out the change in market perception, competitive edge, outcomes, and more. A couple of interesting facts that showcase the impact of reviews for eCom brands: 19-25% of customers believe in the authenticity of customer reviews, and a large proportion makes final purchase decisions based on them. 92% of customers stay away from brands with negative reviews. We also analyzed the impact of reviews on a few brands and discovered that packaging was a significant issue constantly faced by one of our FMCG clients. Our analysis revealed the following challenges: The Struggles of the Brand Even after over 50 years of serving their customers, the FMCG brand was having trouble assessing the challenges that people were facing in context to their products. They wanted to deep dive into the feedback by the customers to understand the market sentiment for their products. The lack of transparency in feedback, which in offline case used to be from the distributors, made it difficult for the brand to identify the source of issues, whether the production issues or the delivery issues. E-commerce platforms have become mediums, wherein brands can directly understand the customers’ feedback of the product, brand, or seller by analyzing the reviews and ratings section. Unfortunately, the rapidly growing rate of reviews on multiple product variants made it challenging for their marketers to develop a subjective view, and sight the biggest problem or categorically segregate the riveting pain points of the reviewers. This was the time when collaboration between the brand and mScanIt started. How Listening to Customer Helped them Grow? Our eCom Analytics solution, mScanIt was deployed and collected data from all of the areas that affect a brand’s performance. This information helps in understanding customer personas and scaling up the consumer base. Using these insights, brand could make more intelligent decisions based on the data, and eventually, propel the growth in terms of revenue. Let us explain the step by step approach: Our program gathered and analyzed consumer evaluations and ratings of a product, sorting them into categories such as delivery, taste/flavor, quantity, packaging, and availability. It further classified the comments and assigned a sentiment value (Positive/Negative/Neutral) to them based on the consumers’ purpose of leaving a review. We reflected this data on the dashboard & showed the complete listings and all the comments made by consumers. We also analyzed the word clouds of negative reviews fetched from the website. This way brand can notice the negative keywords being used for its negative reviews. Interactive Insights from this data are shown through charts, which helps the brand to understand the areas of improvement. Success Enjoyed by the Brand The brand witnessed huge success in terms of brand equity and customer satisfaction. The insights provided by our solution helped them create a strategy to manage product reputation. The issue with packaging was highlighted and corrective measures were taken resulting in drastic reduction of negative reviews. The competitive analysis helped the brand to gain a competitive edge. Our technology assisted the business in to get insights about the page content, convincing shoppers to buy their products. The accuracy of data is 92-95 percent. Furthermore, the firm was able to keep an exact account of its product feedback because of the real-time updates and daily reports it received. The dashboard of our solution displayed sentiment values, sentiment scores, and themes based on consumer reviews enabling them to create relevant strategy. Conclusion Ratings and reviews are fantastic ways to get feedback. Keeping an eye on ratings & reviews daily enables the brand to keep a competitive advantage. Besides this, mScanIt’s dashboard reveals key takeaways under the insights segment, allowing brands to take corrective measures at the right stage. E-commerce marketplaces have a high competition among brands. A single source of truth and trust that delivers insights into competitive intelligence metrics like share of shelf, stock availability, banner visibility, etc., can become crucial in making business decisions. Our eCom solution, mScanIt, is a one-stop solution for monitoring such metrics of your products vis-a-vis the top competitors and gain competitive edge. Get in touch with us to schedule a demo and avail the advantages of eCom Competitive Analytics for your brand.

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Brand Building Through Online Banner Ads

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Display banners are one of the best ways of communicating and catching consumers’ attention, especially on e-commerce platforms like Amazon, Big Basket, and Flipkart. A banner ad is an image accompanied by text and could either be animated or static. Customers who find the banner ad’s content and display interesting often click it to visit the landing page, i.e., usually a product or company page on an eCom website. It reduces search efforts and helps the consumer to reach the desired product directly while communicating the best offers for the product. Brands have realized that banner ads remain memorable for a long time and have a higher recall value. According to Statista, the overall digital display ad spending in 2021 reached $1,633 billion, and ecommerce accounted for 14% of the ad budget. Moreover, as per another report, the share of display banners was 10% of the ecommerce digital ad expenditure in 2020. Banner ads help in creating brand visibility which eventually lifts the business performance. According to a source, customers retargeted through banner ads often convert 70% of the time, and they are 33% more effective than billboards. Banner ads also help a new brand to build its identity. Besides, customers build trust in a brand and learn about innovations through banner ads. However, the advantages of banner ads extend beyond these reasons for marketers and advertisers. 3 Main Reasons Brands Use Banner Ads on eCom Platforms Large Visibility of the Brand Advertisers can use 728×90 pixels for desktop & tablet users and 414 x 125 pixels for mobile users on Amazon. Given the maximum size of the image, it is inevitable that the brand’s visibility will also match the dimensions to meet the consumer’s eye. As a result, ecommerce spaces offer an opportunity to display large brand logos and increase the brand’s visibility. Moreover, consumers are often targeted through such banner ads on eCommerce marketplaces, which increases the retention of the brand in the minds of the consumers, association of a brand with a product/feature, and directly impacts the conversion rate. Great banner ads can uplift conversions by 2%, according to a source. Given that the quarterly conversion rate in 2020 was 2.17%, such a boost would undoubtedly make a difference in revenue/sales. Cost-Effectiveness According to a source, the minimum average cost per click on Amazon is $0.03 but can vary based upon the industry, competition, and your brand’s ad budget. Similarly, another source reveals that the minimum cost per 1000 impressions (CPM) can be 50 cents. Therefore, a display ad on an ecommerce website can be visible to the targeted audience for thousand times for as low as 50 cents. Moreover, the CPC and CPM for banner ads on ecommerce are relatively lower than TV ads, billboards, press releases, and physical newspaper ads. So, it doesn’t put a hole in the brands advertising pocket. Improved Market Response Rates According to a source, targeted displays enhance conversion rate by 30%. Moreover, display ads increase brand recommendation by 10%. eCommerce websites often have product launches, including registrations, early-bird offers, one-day early access, etc., as events. A source states that display ads like banners can enhance event registration by 25%, which could essentially include such events on ecommerce websites. However, banner analysis requires a solution that helps create & evaluate different banner strategies, and learn about the competitor practices, wherein eCom Competitive Analytics comes into play. How mScanIt Banner Analysis Helps Brands? eCommerce Competitive Analytics, a.k.a., mScanIt, encompasses banner analysis, enabling brands to evaluate the best positioning for the ads to boost reach to the target audience. Doing so helps brands to decide on their advertising budget. Moreover, mScanIt, powered by mFilterIt, can categorize the communication mentioned on the banners into different themes like discount, sale, festive offer, and cashback, which can trigger the brands to use the best keywords in their campaigns. Conclusion Developing an effective banner ad is crucial for ecommerce brands; however, so is measuring the results of the display ads. Simultaneously, eCom brands must know the practices of their competitors to acquire an edge, build new strategies, optimize budget, etc. eCom Competitive Analytics helps brands across continents to achieve complete banner analysis on prominent online marketplaces like Amazon, Big Basket, Flipkart, etc. By doing so, brands achieve a full-scale measure of the effectiveness of their banner ads. The insights triggered through the solution also display measures/actions that can enhance the performance of the banner ads on ecommerce stores.

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Top Keywords: It all begins with Identifying them, Correctly!

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Generally, consumers find new products on eCommerce platforms like Amazon, Flipkart, Shopee, etc., by navigating or searching on the platform itself. Whenever users type an alphabet or word in the search query, it displays head/short-tail, long-tail, and LSI keywords, which most users have used to find their desired product and the brands bid to rank their products. Brands also optimize their product pages by using the top searched keywords in their product page so that the listings display on the top. According to a source, 38% of global customers use Amazon to find their desired products. Top keywords are the ‘most popular searches’ under a category of an eCommerce platform. The popularity is based on the keywords with the highest search volume. Ranking high on such words or phrases ensures a higher share-of-shelf on the top pages as well as higher visibility, brand awareness, click-through rate, add-to-cart, and conversions/sales. Today, brands need to measure the search performance of their product’s top generic, brand, and competition keywords under a category to achieve a higher market share. Searches on eCommerce marketplaces have navigational, commercial, transactional, or informational intent. For example, navigational intent keywords consist of brand names with the product type, enabling consumers to find their desired product faster, e.g., ‘MIVI earbuds.’ Similarly, transactional intent could mean ‘t-shirt under 799’ or ‘shoes under 15000,’ wherein the online shopper is searching for products under a defined price tag and could desire a specific brand too, e.g., ‘Levis t-shirt under 1200’. Likewise, commercial keywords refer to comparative searches, like ‘Batman t-shirt’ – here, the brand is non-specific, but the intent to buy a specific product type is clear. Informational keywords refer to ‘best shoes for football’ or ‘best gaming smartphones.’ Identifying Top Keywords Using AI and ML Keywords can entice, hook, or allure consumers to check out a product on the eCommerce platform. Finding the top keywords of your brand can offer insight into the consumer’s mindset while searching for your product and that of your competitors under a category. Many marketers might suggest that traditional methods of using URLs, suggested keywords, consumer intent keywords, etc., could help to find keywords, but these methods have limitations. Now, brands can easily identify and analyze their performance on top generic, competition, and sponsored keywords and the competition using our eCommerce Competitive Analytics tool, mScanIt. This tool enables the brands to see their share at a deeper level compared to their competition by using the multiple filters given in the tool such as brand, sub-brand, variants, SKU, etc. Moreover, the brand could also use a keyword planning tool to find the keywords with the highest share and optimize the Product Detail Pages (PDPs) accordingly. On the other hand, the highest-grossing competition keywords would help the brand find areas of improvement across platforms or ask whether the product needs to have this keyword. A few common questions that brands can answer using mScanIt capabilities: What is the overall SOS of your brand compared to the competition on the top keywords of the eCommerce platform? Are the ongoing page optimization delivering successful SEO (Search Engine Optimization) and SERP (Search Engine Results Pages) on e-commerce platforms? Can/Should the brand add new keywords to its product page copies? Which keywords are the competition brands more focused upon, and what is its impact on the brand’s SOS on the eCommerce platform? Are any keywords with high competition share more relevant than your existing ones? Is there any other keyword that is more consumer intent-centric than your existing ones? Which keywords are most of your competitors using – long-tail, short-tail, or LSI? Are the competitors spending more on paid or relying on organic searches? Discoverability becomes vital to brands as eCommerce platforms are built for purchasing products. Understanding the relevance of the top keywords by measuring your brand’s Share-of-Shelf becomes crucial for enhancing the product discoverability. Some marketers suggest that monitoring reviews offers insights into the pros and cons of a product, which is certainly true and simultaneously enables one to find long-tail keywords. Unfortunately, identifying keywords relevant only through a single source doesn’t offer perspective. Therefore, brands need to identify the top keywords from every possible source. Using multiple filters, the solution also sights the most promising/critical aspects of a brand and its competitors. (Read here) A single category page on Amazon could consist of up to 50 product listings, which means your brand’s single variant competes with 49 other listings, some of these could be of your brand as well. Analyzing the top keywords on the eCommerce marketplace’s digital shelf helps the brand increase its page positioning/ranking and enhance visibility. Bottom Line Targeting top keywords has become necessary for increasing the brand’s discoverability and thus, sales on e-commerce platforms. Our solution, mScanIt, makes it possible for brands to weigh the relevancy of their relevant keywords on eCommerce marketplaces, especially when paid searches get involved in the business. Today, brands need to focus on the top keywords for measuring their SEO and SERP, making the PDPs more consumer-centric, assessing the keywords the competitors are focused upon, and more. Get in touch to learn more about the advantages of eCommerce Competitive Analytics for your business.

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