How to Leverage Frequently Bought Together Data on Amazon to Boost Your Sales
When selling on Amazon, understanding customer buying behavior is key to maximizing your revenue. One of the most overlooked yet powerful data points available is the "Frequently Bought Together" section. This feature gives you insight into what products shoppers are purchasing alongside yours—or your competitors’—allowing you to make strategic decisions for bundling, product line expansion, and advertising. Let’s dive into why this is important and how you can use Helium 10 to take full advantage of it.
What is Frequently Bought Together?
If you've ever browsed Amazon, you've likely seen the "Frequently Bought Together" section below the product description. This section highlights items that Amazon has identified as commonly purchased alongside the main product. For example, if you're selling a coffin shelf, Amazon might show that shoppers also frequently buy a bat-shaped shelf and a spider web shelf.
This is crucial information because it means there is a real purchase history linking these products together. Instead of guessing what additional products your customers might want, Amazon is providing you with a data-backed answer.
Why is This Data Important?
There are two key ways sellers can use "Frequently Bought Together" data:
- Product Bundling & Line Extensions
Bundling is an excellent way to increase your average order value and differentiate your listing. Instead of leaving it up to the customer to add multiple items to their cart separately, why not offer a pre-made bundle that includes both?
For example, if you're selling a coffin shelf and see that many customers also buy a bat-shaped shelf, you could create a bundled listing featuring both. This makes the shopping experience easier for customers and increases the perceived value of your product.
This data can guide your product development strategy. If you're looking for a new product to launch, consider introducing an item that aligns with what customers are already purchasing alongside your existing product. A seller of spooky home decor might use this data to expand into coffin-shaped mirrors or bat wall art.
- Optimizing Your Amazon PPC Strategy
Another way to use this data is for product targeting in Sponsored Display and Sponsored Product ads. Most sellers only target ads toward competing products. While this is a sound strategy, you can take it a step further by targeting complementary products.
Let’s say you sell a coffin shelf, and you notice that bat shelves are frequently bought together with your product. Instead of only advertising on other coffin shelf listings, why not run ads on bat shelf listings too? Since you already know that customers are interested in both items, there’s a higher chance they’ll purchase from you when they see your ad on a complementary product page.
How to Track Frequently Bought Together History Using Helium 10
Manually checking the "Frequently Bought Together" section on Amazon every day would be time-consuming. That’s where Helium 10’s Black Box tool comes in.
Step-by-Step Guide:
Copy the ASIN of your product (or a competitor's product).
Open Helium 10 and navigate to Black Box.
Select the Product Targeting tab (the last tab in Black Box).
Paste the ASIN and click search.
Click Search to generate results.
Filter results to show "Frequently Bought Together" products.
Now, instead of just seeing the three products Amazon shows on the listing page, you’ll get a full history over the last month or two of all products that have been frequently bought together. In one example, we found 17 different frequently bought together items, including:
- Bat-shaped stickers
- Another coffin shelf variation
- A moon-shaped dream catcher
- A coffin-shaped mirror
This expanded dataset allows you to make more informed decisions about bundling, product expansion, and ad targeting.
Final Thoughts
The "Frequently Bought Together" feature is a goldmine of insights that can help you: Create profitable bundles, Identify new product opportunities, and Optimize your Amazon PPC campaigns.
Instead of guessing what your customers might buy together, use Amazon’s data to make informed decisions. By leveraging tools like Helium 10’s Black Box, you can save time and maximize your sales potential with data-driven strategies. Start exploring your "Frequently Bought Together" data today and stay ahead of the competition!