备用购买报告

注意： 此功能仅适用于拥有品牌的卖家。此卖家必须是品牌内部人员，并负责在亚马逊上销售该品牌。

如果您无法使用此功能，说明您尚未被确定为符合亚马逊品牌注册中定义的此项标准的卖家。如果您认为自己符合此标准，请联系卖家支持。

“备选购买”报告会向品牌所有者展示在与亚马逊买家查看但未购买品牌所有者商品的同日对比中，亚马逊买家总体上购买频率最高的商品。这让品牌所有者能够快速查看最常购买的商品，而不是自己的商品，从而分析商品的差异和组合机会。

常见问题：

“备选购买”报告中包含哪些信息？

“备用购买”报告显示了最常购买的前 5 件商品，而不是品牌所有者商品，以及在用户选择的报告范围内，与所有备选商品相比，亚马逊买家购买前 5 件商品中的每件商品所花时间所占的百分比。

报告中显示哪些商品？

此报告显示了与品牌所有者已成功在亚马逊注册的品牌相关的所有商品。仅当与品牌所有者无关的商品是购买的前 5 件商品之一而非品牌所有者商品时，才会在报告中显示。

此报告是否允许搜索特定商品？

允许，品牌所有者可以使用报告顶部的 ASIN 搜索框来搜索特定商品或一组商品。ASIN 搜索框支持一次搜索最多 500 个 ASIN，每个 ASIN 均通过空格或逗号分隔。

 亚马逊官网原文详情：

Alternate Purchase Report

Note: This feature is only available to sellers who own a brand. This seller must be internal to the brand and responsible for selling the brand on Amazon.

If you don't have access to this feature, you have not been identified as a seller who meets this criteria as defined by the Amazon Brand Registry. If you believe that you do fit this criteria, please contact Seller Support.

The Alternate Purchase report shows Brand Owners which products Amazon customers (in aggregate) most frequently purchased on the same day they viewed, but did not purchase, the Brand Owners’ products. This allows Brand Owners to quickly see what products are most commonly purchased instead of their products to analyze product differentiation and portfolio mix opportunities.

Frequently Asked Questions:

What information is contained in the Alternate Purchase report?

The Alternate Purchase report shows the top 5 products most frequently purchased instead of the Brand Owners products, along with the percentage of time each of the top 5 products was the alternative product of choice during the reporting range selected by the user.

Which products show up in the report?

The report shows all of the products associated with brands the Brand Owner has successfully registered with the Brand Registry. Products not associated with the Brand Owner only show up in the report if they are one of the top 5 products purchased instead of one of the Brand Owner’s products.

Does the report allow searching for a particular product?

Yes, Brand Owners can search for a specific product or set of products by using the ASIN search box at the top of the report. The ASIN search box supports searches for up to 500 ASINs at a time, with either a space or comma separating each ASIN.

 文章来源：亚马逊官方网站