Gradient Presence provides you with an overview of where the traffic is coming from and how consumers are looking for your products in the Amazon category of interest. The presence calculations refresh each time you select a search term, product, or brand so that you can see the proportion of traffic concentrated at different levels of granularity. In addition to insights on which terms are being searched for any brand or product, Gradient Presence also provides a variety of insights including the organic vs sponsored split for any term, the presence share of your brand and competitors for each keyword, the number of high search volume terms included in your product titles, the competition level in the various categories, and many more.
Below is a description of the various sections you will find in the Gradient Presence tab.
Table: Search Terms - provides data on which search terms generate the most traffic within an Amazon category and based on the user selection in the dashboard. Each search term is accompanied by its type (whether it is a branded or generic term), its paid % (sponsored vs organic presence) and its presence (its share in the category).
Table: Products - provides information on what products are listed in the search results when a user searches for a given search term or selects a specific brand. Besides its ASIN number, brand name and product title, each product comes with its paid %, presence and terms/title (that is the number of high search volume terms in the category included in the product title).
Metric: Paid % - this number tells you the overall portion of traffic that is sponsored, or paid, for the traffic (search terms, products, etc) that you have selected. The higher the number, the more competitive the shelf.
Indicator: Aisle bar - tells you how big the selected shelf is within its Amazon aisle (child of department).
Indicator: Date range - shows what dates the current data set encompasses.
Pie Chart: Top 10 Brands andtable: All Brands - gives an idea of overall brands’ presence within the selected category as well as the sponsored vs organic split for each one of them. You can click on a brand to highlight only the products and search terms that apply to that brand.
Filter: Search Terms - allows you to filter the search terms by any words or phrases you may be interested in. For example, you can search for a specific word to visualize the list of search terms that include it.
Filter: Type - lets you narrow down the list of search terms by picking those that are category only (terms that are generic) or branded only (terms that include a brand name).
Filter: Brand - lets you filter the products by any brand you may be interested in. This filter is a great tool to gather insights on which terms competitors are bidding on. This is an alternative to clicking directly on a brand of interest in the brand lists in the bottom right.
Filter: Title - lets you narrow down the results by specifying what criteria a product title should meet (e.g. a product title should include the term “powder”).
To access the Presence feature, login to your Gradient account, and click on the Presence icon in the left nav.
As you click on elements in the screen, such as specific search term or product, the rest of the display will recalculate to show only the relevant data for your selection. You must click the same element again to make the complete dataset re-appear. You may hold the control key to select multiple items at the same time.
Note that the Paid % metric and Aisle indicator reflect the measurement of only what you have selected. This allows to explore the relative volume and competitiveness of various search terms or groups of search terms.
This how-to video explores ways to use Gradient Presence with the objective of optimizing your keyword strategies on Amazon.