How To Discover And Analyze The Most Powerful Brands On Amazon - SmartScout Brands Tool Tutorial

Have you ever wondered how some brands on Amazon seem to dominate the market while others struggle to get noticed?

What’s the secret behind their success?

In today’s article, we’ll dive into how you can discover and analyze the most powerful brands on Amazon using the SmartScout Brands Tool.

This tool is a game-changer for anyone looking to get a clear view of top-performing brands, track their market share, and develop smart ad strategies to stay ahead of the competition.

If you’re a reseller or a private label seller, this article is packed with tips to help you thrive.

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Whether you’re looking to see how a brand is performing or wanting to gain a deeper understanding of what’s driving their success, SmartScout has the tools you need.

I recently teamed up with Scott Needham, the founder of SmartScout, in a video where we explored the ins and outs of the SmartScout Brands tracking feature.

We walked through everything — from tailored reports to the Smart Scout AdSpy and Rank Maker tools — to show you how you can start using these insights to grow your Amazon business.

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Keep reading to learn more about how to get started with SmartScout and start discovering your own powerful brands on Amazon!

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Here's How to Discover and Analyze Powerful Amazon Brands with SmartScout

Vova: Scott, can you explain how SmartScout helps in discovering powerful brands on Amazon?

Scott: Sure, Vova!

SmartScout Tools Used for the Best Product Hunt on Amazon

Scott: So, there are two main tools that I really suggest for first-time users of SmartScout: Subcategories and Brands.

Let me explain them in a bit more detail.

SmartScout Brands Tool

Scott: The Brands tool is especially helpful because it tracks every single brand on Amazon.

Right now, we track over 1.3 million brands!

That’s a lot, right?

When you use SmartScout, you can look up big brands like Apple, Amazon Basics, and Samsung, but also smaller or more niche brands like Halo, which is a popular baby product brand, or Bounty, the paper towel company.

There are so many brands, and they all perform differently.

Some of them make tens of millions of dollars every month, while others might only make a million.

This tool is perfect for those of you who want to check out competitors.

Read About Another Mind-blowing SmartScout Tool About Product Research (With SellerMap Tool): How To Find Amazon Seller Stores For Easy Product Research

Checking and Analyzing an Example

Scott: For example, if you type in a brand like Cellucor, which is known for its energy drink C4 in the US, you’ll get a clear picture of how they're performing on Amazon.

When I search for Cellucor, I can see that they’re doing around $8 million a month in sales.

The average price of their products is $40, and they’re a "one P" brand, meaning Amazon is their main seller.

SmartScout also shows how often their products are in stock with Amazon, and Cellucor is at 92%, which is a pretty high number.

We also give you other important details, like the brand’s growth over time.

For instance, Cellucor’s 12-month growth is 58%, which means their sales have been growing steadily.

This tells me that they invest heavily in their Amazon strategy, and they’re always working hard to stay on top of things.

They are very innovative in the way they push their brand on Amazon.

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Vova: Yeah, I remember they have a pre-workout product that’s pretty popular.

Scott: That’s right!

Their pre-workout product is actually their top seller.

They also have energy drinks.

Let me show you.

For example, they have a flavor called Watermelon Ice.

Personally, I can’t handle it — it’s a bit too strong for me.

I’m not kidding! I do drink energy drinks, usually one a day, but these are just too intense.

Now, let’s dive deeper into their data.

SmartScout Brand In-Depth Report

Scott: Here’s an overview of their key information, but I want to show you something more detailed.

I’ll generate what we call a tailored report.

It might take a minute or two because they have 166 ASINs, which are basically the product listings they sell on Amazon.

This report is refreshed in real-time, so it gives us the latest numbers.

It might take a few seconds to load, so while it does, let me explain what it means.

With this report, we switch from Subcategories to the Brand View.

SmartScout Brand Subcategories Overview and Analysis

Scott: This lets us see all the subcategories that a specific brand is competing in.

For Cellucor, you can see their presence in categories like energy drinks, sports nutrition, pre-workout powders, and endurance and energy powders.

As I explore this data, it seems like they’re in the testosterone booster category as well, which is kind of surprising.

I didn’t know they were trying to tap into that market, but overall, it’s clear that they have a good hold in a variety of markets.

For instance, they have about 10% of the market share in the pre-workout category, which likely puts them among the top three brands in that space.

I’m sure this is a very competitive category.

We can also take a look at how they’re performing in detail.

Let’s actually do that now.

SmartScout AdSpy Tool

Scott: One of the tools we use here is called Search Terms.

This is what we refer to as our AdSpy tool.

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It allows us to examine where a brand is focusing its advertising efforts and how well they are doing.

For example, if we look at C4 energy drinks, we can see that they win the top spot for that search term 46% of the time.

On the other hand, for just the term "energy drink," they’re only winning the top spot about 3% of the time.

The tool also provides information about their sponsored brand win rate, their sponsored video win rate, and an estimated spend on these keywords.

Essentially, it gives us a picture of how this brand is positioning itself in terms of advertising.

Know More About Advertising Here: Comparative Advertising Examples

By analyzing the data, we can see which keywords they’re targeting and how much effort they’re putting into those campaigns.

Are Search Terms Organic?

Vova: Just to clarify, Scott — are these Search Terms showing where they’re ranking organically, or is this strictly for their sponsored placements?

Scott: This is only for sponsored placements.

Vova: Got it. Is there a way to see their organic rankings?

Scott: Yes, we definitely do.

Right now, we’re in the AdSpy tool, focusing on the brand level.

But one thing that can be a bit tricky at first is understanding whether you’re looking at data for an entire brand or just for a specific product.

It’s something to keep in mind because the way you approach it can change depending on what you’re analyzing.

When you’re looking at the broader picture, like at the brand level, it’s like taking a bird’s-eye view.

You get to see the overall strategy and performance of the brand across various products.

But let’s switch gears and focus on a single product instead.

For example, we can take their pre-workout product and analyze that specifically.

Now, we have an organic tool called Rank Maker.

SmartScout Organic Tool – Search Terms Rank Maker

Scott: If you’re familiar with reverse ASIN lookup tools, it works in a similar way.

This tool lets us find all the keywords a product is ranking for, and it can provide a lot of detailed insights.

Products like this probably rank for a significant number of keywords because they’re popular in their category.

What is Reverse ASIN and What Does it Mean for the Product in SmartScout

Vova: For those who might not know, reverse ASIN lookup means taking a product’s ASIN — its unique identifier on Amazon — and finding out all the keywords it ranks for.

So, are we going to look at the reverse ASIN for the entire brand and all the keywords the brand ranks for, or are we narrowing it down to just one product?

Scott: I’ve actually selected a specific product here, not the entire brand.

Let me show you where I’m at.

Vova: Ah, got it.

Scott: I used the hourglass icon here to navigate directly to Rank Maker for this specific product.

Now that I’m in, I can see where they rank.

They hold the number one position for several keywords, over and over again.

It’s impressive to see how many times they dominate the rankings.

They’re currently ranking for about 2,800 keywords, all within the first 40 positions.

Right now, we are only tracking results on the first page, but we might expand this in the future to include a few more pages to keep track of the competition even better.

For example, one of their top keywords is C4 pre-workout, which has a search volume of 73,000.

Over the last month, this keyword has moved from rank three to the number one spot.

I suspect that when it was ranking at number three, it might have been competing against other C4 products in the same category.

However, based on the latest data, this product now holds the top position.

When you look at their performance, you’ll notice they have page after page of number-one rankings.

To narrow this down a bit and focus on the most significant keywords, I’m going to filter the search volume to show only keywords with at least 100 searches.

This will give us a clear view of their strongest keywords.

Cellucor is really a fascinating brand to analyze because they are so competitive in their category.

For example, if you look at a term like pre-workout for women, you’ll see that they’re ranking right there as the best seller.

You can even click through to dive deeper into the data and see more details about what’s happening.

SmartScout Product ASINs Variations

Vova: On the left-hand side, we can see the ASINs listed.

There are three ASINs here, so would you say these are variations of the same product?

Scott: Yes, the variation displayed in the image can change.

For example, here we have a C4 product that is organically ranked.

The flavor shown is watermelon, but sometimes you’ll see a different variation, like blue raspberry or fruit punch.

We provide the ASINs that are part of this variation group as we see them.

Organically, it might seem a bit confusing, but the goal is to show how the family of products is appearing in searches.

Vova: Okay, let me clarify to make sure I understand.

So, we have three variations here—blue raspberry, fruit punch, and watermelon.

Sometimes, when you look at page one, it doesn’t always display the main variation in the search results.

Instead, it might show another one from the same group.

Is that what you’re explaining?

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Scott: Yes, that’s correct.

For the C4 Ripped Pre-Workout, we’ve noticed multiple variations showing up, including this one, this one, and this one.

On the other hand, for the C4 Original Pre-Workout, we’ve only seen two variations appear — these two specifically.

Vova: Got it.

Scott: We treat the entire product family as a single group.

That’s why we display multiple ASINs together.

This approach can be useful if you’re focusing on specific flavor names, for example.

Sellers don’t always have control over which variation appears in the search results, though.

Vova: Yeah, as far as I know, sellers don’t have that level of control.

Scott: I’ve heard about some strategies, but none of them are guaranteed to work perfectly every single time.

When we dive into a product, we’re able to look at its search terms and keywords.

Yet Another Best Article On Keyword Research: How To Find Best Keywords For Amazon Products

It doesn’t take long to realize just how easy it is to get overwhelmed by the data.

For instance, Sore has data on 100 brands, and that’s a lot to sort through.

To make sense of it all, we try to keep everything as organized as possible.

How to Check a Brand's International Performance on SmartScout

Scott: Here’s an interesting detail: how well is this brand performing internationally?

For Cellucor, they’re generating $8 million a month in the US, but their performance in other marketplaces is much lower.

In Canada, they’re making about $200,000 a month, which is one of their stronger markets outside the US.

However, when you look at Mexico, the revenue in pesos is so minimal that it barely registers.

SmartScout Tailored Report Analysis

Scott: Before I get too side-tracked with other details, let’s look at this tailored report.

This report gives us a fresh look at their revenue and ASINs.

The structure is pretty consistent across their products.

We provide a lot of high-level insights, like their top-performing product on Amazon and how it compares to their biggest competitor.

We also highlight unique keywords for them.

This report is essentially a complete overview of the brand’s performance.

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Scott's Story

Scott: Here’s the best way to explain this.

When I was dating my wife — back when she was still my girlfriend — her dad and I often talked about business.

He’s an experienced businessman and knows a lot about running companies, but he didn’t understand much about online businesses.

Every time I tried to explain selling on Amazon, it felt like we were speaking different languages.

It happened a few times, and it was frustrating because I couldn’t seem to connect the dots for him.

Then, one day, while my wife was out at lunch, he brought up the topic of business again.

I decided to give it another shot, but this time, I explained it differently.

I started talking about key business concepts — things like revenue, competition, market share, and gross margins.

Who can Read SmartScout Brand Tailored Report

Scott: Once I shifted the focus to those fundamental numbers, everything clicked.

He didn’t need to know all the specific details about how Amazon works.

The numbers told the story.

For example, I showed how a brand’s revenue had grown significantly year over year.

I pointed out the categories the brand was excelling in and highlighted their competitors.

Once we started discussing these ideas, it became clear how they could help someone familiar with Amazon communicate effectively with someone who isn’t.

That’s really the purpose behind this report we created — it bridges that gap.

SmartScout Brands Data Grid and Filter Tool

Scott: Now, we’ve already showcased the two main tools, but before we move on, I have a question.

What type of Amazon seller do you interact with the most?

I know you’re a private-label seller, but there’s one feature I haven’t highlighted yet, and I think it’s worth exploring.

We’ve developed a system where every brand is organized into a data grid.

This setup allows for easy filtering based on specific criteria.

For example, you can filter by niche.

Let’s say you want to see all baby brands.

You can narrow it down further by focusing on brands that generate between $1 million and $5 million in revenue.

This excludes the larger brands that might be outside your interest.

You could also filter by seller type.

For instance, you could look at baby brands that have a dominant seller presence in a specific region, such as Chinese brands.

In this case, we found 36 baby brands matching those criteria.

If you’re more interested in US-based brands, you could adjust the filter to include only brands that originated in the US.

This brings up 133 baby brands.

Want to get even more specific?

You can check how many brands have a certain number of sellers involved.

For example, you could filter for brands with two to four sellers.

Out of over 1 million brands, this filter narrows it down to just 29 brands that meet these requirements.

Once you have this refined list, you can dive into each brand individually.

Personally, I recognized a few of these brands because I have a two-year-old, and I’ve seen some of them while shopping.

This filtering tool is one of the standout features of the Brand tool.

It’s especially helpful for sellers who are trying to find specific types of competitors or understand their category better.

When People Start Out with SmartScout

Scott: When people first start using SmartScout, I often tell them to check out the Subcategories tool.

Once you use it, it changes how you look at Amazon.

You realize how much insight you can gain.

The Brand tool works in a similar way.

It takes the overwhelming number of brands on Amazon—over 1 million—and helps you narrow it down to exactly what you need, whether that’s competitors, specific categories, or other criteria.

These two tools are the main features I encourage sellers to explore.

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The Wrap Up

To wrap things up, this conversation gave us a clear look at how powerful tools like the Subcategories and Brand tools can be for Amazon sellers.

They’re designed to simplify a lot of the overwhelming data on Amazon and make it easier to understand your competition, categories, and potential opportunities.

It’s not just about finding information — it’s about making that information work for you in a straightforward way.

Whether you’re trying to narrow down a list of brands or get a better picture of your category, these tools can give you the insights you need without making things complicated.

At the end of the day, it’s all about having the right tools to guide your decisions and save you time.

If you haven’t explored these features yet, they’re worth a look.

SmartScout is also offering a special 25% OFF for 3 months discount, enjoy it!

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