Basics

Brand names — what the setting does

Under Settings → Organization → Brand Namesyou can enter a list of your own brands. The list looks small but has a big impact on how Sellerwerk classifies your data. Here's what it does and why filling it in matters.

What the brand list is

Add every brand name you ownhere — not your competitors'. Two examples:

You sell under one brand called "Nordklang" — add "nordklang".
You operate two brands (e.g., "Nordklang" for audio + "Holzklang" for furniture) — add both.

Spelling matters only loosely: Sellerwerk normalizes case and hyphens automatically. "Nord-Klang" also matches "nord klang". Pick a clear spelling, though — adding "NK" would dump you into the whole world of two-letter matches.

What happens with it internally

1. Classification: organic vs branded traffic

Every search term a shopper enters in Amazon is matched against your brand list. If the search term contains one of your brand names, we classify the click as branded traffic. Otherwise as non-branded traffic.

Example: someone searches "nordklang bluetooth speaker" — branded traffic. Someone searches "waterproof bluetooth speaker" and clicks your ad — non-branded traffic. The distinction matters in several places:

The profitability dashboard sets different ACoS targets per category.
TACoS calculation can split out branded sales when you enable that.
Reports show the organic-vs-branded split per campaign.

2. Strategy bucket "Defend"

Under Intelligence → Strategy we sort keywords into five buckets (Defend, Attack, Cannibalize, Discover, Optimize). The Defend bucket is explicitly for your own brand keywords:

Low bid, high visibility. Brand keywords face little competition, you can win them cheaply.
Defend against competitors.If a competitor bids on your brand name (e.g., "competitor-brand bluetooth" ranks for "Nordklang" searches), Sellerwerk detects this and suggests a higher Defend bid.

If your brand list is empty or incomplete, Sellerwerk can't recognize these keywords as Defend — they accidentally land in "Attack" or "Discover" and get the wrong recommendations.

3. Auto-pause protection

Automation rules that pause bleeding keywords have a built-in guard: brand keywords are not auto-paused, even if they perform poorly short-term. Reason: brand keywords are defensive — they protect your organic visibility, including in low-volume weeks.

This guard only works if your brand list knows your brand names. Without it, an auto rule may accidentally pause a brand keyword — and on the next surge of brand searches, you lose sales to competitors.

What you should enter

Your primary brand name (required).
Common typo variants and misspellings if your brand is hard ("ÖkoBix" → also "oekobix").
Sub-brands or product lines if you want them treated as brand traffic (e.g., "Nordklang Pro" as its own line).

What you should NOT enter

Competitor brands. Don't add them, even if you bid against them. They are not brand traffic for you.
Generic terms that happen to be inside your brand name ("klang" alone if your brand is "Nordklang"). Otherwise you misclassify generic traffic.
ASINs or product model numbers. The list is for brands, not individual products.

When to update

The brand list is mostly static — you fill it once and only change it:

On brand expansion (new brand launched).
When you spot misclassifications in reports (e.g., your brand name shows as "Discover" instead of "Defend").
On re-branding (deactivate old brand, add new).

Related: Match types — when to use which (book brand keywords as manual exact), Automation basics (auto-pause guard in detail), Glossary (Defend, Cannibalize, Attack). For questions: support@sellerwerk.de.