The Software Thrasio’s Brand Managers Can’t Live Without
November 17, 2020 Jenna Craig
Thrasio brand managers do a lot of the work for their designated portfolio of FBA brands. They own the success of day-to-day brand operations through listing content and creative, marketing tactics, financials, customer service, risk mitigation and compliance, all the while staying on top of any attacks, competitors, and suspensions. In order to do all of this, they spend a lot of time in Seller Central and using other popular software.
There’s an overwhelming amount of data tools available to FBA sellers. A lot of them overlap, and you’re always looking for the golden ticket that will “do-it-all.” We don’t have all the answers, but Thrasio’s team of more than 30 brand managers have a few favorites.
Note: These are neither affiliate nor sponsored links—just stuff we genuinely use and appreciate.
Seller Legend is a sales statistics interface that tracks units, orders, revenue, cogs, and session data for a given account. You can group the data by parent ASIN, child ASIN, SKU, or product ID across any marketplace or specific date range. While Seller Central shows sales for the entire account, Seller Legend indicates how a specific ASIN performs. Note: It’s essential to export session data from Seller Central to upload into Seller Legend regularly (at least weekly) to keep the data set as accurate as possible.
There are plenty of uses for these data sets, but we often use it to track a product’s performance after making any changes or applying new strategies via conversion rate. For example, if we make a bunch of creative or branding changes, we can pull the conversion rates both before and after changes are pushed live to ensure that those creative updates increase conversion.
We also use Seller Legend to tag individual products as active, pre-active, or discontinued to communicate a given product’s status across all teams from supply chain to marketing. Ultimately, Seller Legend simply provides a great financial picture for a given brand. Through Seller Legend, you can see margins, PPC data, ROIs, and even who owns the buy box. This information helps with decision making on pricing, deals, and coupons.
Keepa is a tool that gives you the holistic story of a brand. It’s a browser extension that shows keywords, ranking within categories and subcategories, BSR rank, ratings, and review counts over the listing’s lifetime. And not just your own listing—any Amazon listing.
Brand managers set up alerts to track competitors to products in their portfolios, look at subcategories, and get alerted if and when they lose the Best Seller Badge. Looking at all of these otherwise separated elements that feed into Amazon’s algorithm shows the overall health of a brand and helps BMs learn what’s making a product work.
For example, one of our bike seat brands seems to do significantly better on lightning deals than anywhere else. The BM of this brand determined that by seeing huge revenue fluctuations on the days that he was running a deal on this product.
Some products, such as seasonal items, may not perform any better on deals than they do regularly. Keepa helps you make that determination easily and pivot your energy and resources toward other strategies.
Helium 10 is, first and foremost, a competitive research tool that identifies keywords essential to SEO ranking. Brand managers use Helium 10 to pull a list of ASINs that come up for a given keyword. It’ll show you an ASIN(s) category, who owns the buy box, whether the ASIN is FBA or FBM, as well as the fees. It helps BMs keep on top of the buy box, and get a closer look at the competition.
Where Helium 10 really pulls its weight though is with Thrasio’s SEO and Product Launch teams. If our Product Launch team is working on a new variation of a product in one of our pet supply brands, for example, they could search for “dog nail clippers” on Amazon. Using Helium 10’s Chrome Extension, Xray, we can download a report of all the competing products for that search term. Then, from the Xray report, we can download the Cerebro data from the top competitors in that search term and run them through our own data aggregation tool to make the key choices to launch new products as competitively as possible.
The SEO team uses similar functions to continually update and optimize these listings post-launch and post-acquisition.
Thrasio brand managers wear a lot of different hats. We pull a lot of data from Seller Central and put it into our own secret sauce software, but the products listed above essential for managing products in any category.
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