Imagine if you could peek into your customers’ minds, know what they’re searching for, which products they compare, and what makes them hit that ‘Buy Now’ button. That’s exactly what Amazon Brand Analytics (ABA) offers.
What if I told you that most sellers are barely scratching the surface of its true potential? Amazon Brand Analytics isn’t just another report; It tells you which keywords drive real sales, how your products stack up against competitors, and what keeps customers coming back for more.
I’m going to show you next-level insights that will give you an edge in profitability, pricing power, and brand dominance on Amazon. Some of the most powerful shopper data is what Amazon Brand Analytics holds.
What is Amazon Brand Analytics?
Amazon Brand Analytics is an exclusive tool for Amazon Brand Registry members. It is a data reporting tool available for brand-registered sellers on Amazon Marketplace. It gives sellers reports and data about customer shopping patterns, search queries, and purchasing behaviour. Sellers can use this data to make their product visibility, pricing, and advertising strategy better, to improve your brand’s AI visibility, and
advertising strategy better — and pair it with your Amazon advertising reports for a complete performance picture across both organic and paid channels.
How to Access Amazon Brand Analytics
Let me walk you through the entire process of acquiring your Brand Analytics with this step by step guide.
Step 1-
Log in to your Amazon Seller Central account to begin with.
Step 2-
Hover over the Menu and navigate to Brands. Next, click on Brand Analytics.
Step 4-
Voila! There you have a detailed dashboard full of essential metrics that can yield fruitful results when appropriately implemented.
Core Attributes of Brand Analytics Reports
1. Search Catalog Performance
Tracks how customers interact with your product listing, highlighting where they drop off in the buying journey.
2. Search Query Performance
Shows how well your brand performs for specific search terms regarding impressions, clicks, and conversions.
3. Top Search Terms
Reveals the most searched keywords on Amazon, helping sellers identify trending products and seasonal demand.
4. Repeat Purchase Behavior
Analyzes how often customers return to buy your product, helping sellers optimize for customer retention.
5. Demographics
Breaks down customer data by age, gender, income, and location, allowing for more targeted marketing and branding.
6. Market Basket Report
Shows which products are frequently purchased together, uncovering cross-selling and bundling opportunities.
7. Customer Loyalty Analytics
Segments customers into new, returning, and highly engaged buyers, helping brands focus on retention strategies.
Amazon Brand Analytics Reports Explained
Of-course, we are going to get into the details! Read along to learn about every single report and how it helps.
Search Catalog Performance: Find Hidden Conversion Killers
Let’s understand what each of these metrics on the report means.
Impressions: It is the total number of times your product was viewed on the search result page within the selected time.
Clicks: This is the total number of times shoppers clicked on your product when it appeared on the search result page during the selected time period.
Click Rate (CTR): This is the percentage of clicks to impressions from the search results page.
Cart Adds: This is the total instances your product was added to the cart when shoppers clicked on it in the search result page.
Purchases: This is the total number of products purchased after shoppers clicked on it in the search result page.
Search Traffic Sales: The cumulative sales revenue for your product during the selected time.
Conversion Rate: Represents the percentage of purchases.
This report gives you an in-depth look at shopper behaviour about your catalog performance. You can identify potential disengagement areas through this report and get potential sales.
Amazon reveals how customers interact with your listings, from impressions to add-to-cart rates. You can get a clear idea of the percentage of customers who are showing direct interest to your products. If your click-through rate is high but conversions are low, your listing might need stronger images or better pricing. If impressions are low, your SEO needs work.
Pro tip- If customers frequently visit your product page but don’t buy, run A/B tests on pricing, title changes, and bullet points to identify friction points.
Search Query Performance: Identify the Best (and Worst) Keywords
Here are the key metrics you’ll find in the Search Query Performance report:
Search Query: This is the query searched by customers.
Search Query Score: This is the rank of each search query, based on top-to-bottom performance.
Search Funnel – Impressions:
Total Count: This is the total number of impressions for all the listed ASINs.
Brand Count/ASIN Count: This is the total number of impressions for Brands/ASINs.
Brand/ASIN Share: This is the percentage share of impressions from the brand’s catalog/ASINs compared to the total count for the query.
Search Funnel – Clicks:
Total Count: This is the number of clicks for the query appearing on the search result.
Brand/ASIN Count: This is the total clicks recieved from the brand’s catalog/ASINs for this query.
Brand/ASIN Share: Percentage share of clicks from the brand’s catalog/ASIN compared to the total count for the query.
Click-Through Rate (CTR): The total number of clicks over search query volume count.
Search Funnel – Cart Adds:
Total Count: The number of cart-adds for the query appearing in the search result.
Brand/ASIN Share: The percentage share of cart-adds from the brand’s catalog/ASIN compared to the total count for the query.
Brand/ASIN Count: Total cart-adds from the brand’s catalog/ASIN for this query.
Cart Add Rate: The total number of Cart-adds divided by Search Query Volume.
Search Funnel – Purchases:
Total Count: The number of purchase actions for the query appearing on the search result.
Brand/ASIN Count: Total purchases from the selected brand’s catalog/ASIN for this query.
Brand/ASIN Share: Percentage share of purchases from the brand’s catalog/ASIN divided by the total count for the query.
Purchase Rate: The total number of purchases divided by the Search Query Volume count.
This report shows how your brand ranks across different search queries and reveals insights into which keywords are driving visibility and conversions. To skip the manual spreadsheet work, run your export through our free Amazon Search Query Performance analyzer tool, it turns the raw report into impression, click, and purchase share insights in seconds.
Identify underperforming queries and increase PPC bids to improve visibility, or pinpoint high-converting keywords and focus on organic ranking strategies to dominate search results.
Pro Tip: Keep an eye on seasonal keyword trends and adjust ad spend dynamically to ensure you’re maximizing ROI during peak buying periods.
Top Search Terms
Search terms- These are the terms that customers search for on the search engine.
Search frequency rank (SFR)- The search terms are ranked according to popularity. The lower the SFR, the more popular a search term is to shoppers.
Click share- It determines the percentage of clicks the product ad received.
Conversion share– It indicates the percentage of customers who bought the product after searching for a particular term.
Clicked ASIN- It shows the top three product ASINs that are most clicked for each search term that customers type into the Amazon search engine.
Product title- It displays the product title that received the most clicks for a given search term.
Most sellers just glance at keyword ranks, but the real trick? Use it to predict demand and steal market share before competitors catch on.
So, what’s something you can do? Find trending search terms with low competition but rising rank. These are future bestsellers. Optimize your product listings before others catch on.
Let’s say “silicone baking mats” are climbing in rank but aren’t overly competitive yet. That’s your cue to double down on PPC, improve SEO, and grab that early momentum before competitors flood in.
Pro Tip: If a competitor’s product is ranking high, check their pricing, reviews, and ad placements—then beat them on at least one front (price, value, or visibility).
Repeat Purchase Behaviour: Unlock Customer Retention Strategies
Here’s a breakdown of the essential metrics:
Product Title and ASIN: The product title and ASIN (Amazon Standard Identification Number) of the product. ASIN is the unique 10-digit identification number.
Number of Orders: Total number of orders a particular ASIN received.
Repeat-Ordered Product Sales:
Sales: Revenue generated from products ordered by the same customers who made more than one order within the selected timeframe.
Change vs. Prior Period: Percentage change in repeat-ordered product sales compared to the closest period preceding the selected reporting timeframe.
% Share of Total Sales: Repeat ordered product sales as a percentage of the overall ordered product sales.
Repeat Ordered Units:
Units: The total number of units purchased by customers.
Change vs. Prior Period: Percentage change in repeat-ordered units when compared to the closest period of the previous change.
% Share of Total Sales: Repeat ordered units as a percentage of the total unit sales.
Repeat Customer Count:
Repeat Customers: The count of unique customers who placed more than one order within the selected reporting timeframe.
Change vs. Prior Period: Percentage change in repeat customers when compared to the closest period of the previous change.
Repeat Customer Share:
Share of Customers: The percentage of repeat customers among all customers who placed an order within the selected period.
Change vs. Prior Period: Percentage point change in repeat customer share when compared to the closest period of the previous change.
Amazon tells you how often customers come back to buy again. This information is another one of your holy grails if you are a brand selling consumables or repeat-use products.
If your repeat purchase rate is low, introduce subscription offers, loyalty-based discounts, or promotional deals to keep customers coming back.
For example, if your customers typically reorder every two months, time your email marketing and PPC remarketing campaigns accordingly to increase repeat sales right before they need to restock.
Demographics Report
Sales by Age Group: Amazon categorizes customer age profiles into six different brackets, to get a clear idea of your target audience’s age.
Household Income: This is the number of customers falling into various income brackets, to get a clear idea of the economic diversity of your customer base.
Education Status: Amazon provides information on a customer’s educational level, offering valuable data that can shape your ad efforts. For instance, if your target audience consists of busy college students that searching for an academic service to writing essays for money, knowing their education level helps you tailor your messaging to their specific needs.
Gender: This gives you an idea of the ratio of female to male customers for your brand.
Marital Status: This data gives you information on who your products cater to based on their marital status.
Most sellers assume they know their buyers. But assumptions don’t make money—data does. Amazon Brand Analytics’s demographics report breaks down your audience by age, gender, income, and education level.
Tailor your Amazon Storefront, A+ Content, and Ad Creatives based on your actual audience. If your biggest buyers are 40+ women, stop running ads with Gen Z models. Make your brand feel native to your audience.
If you sell luxury skincare and see that most buyers have a higher income bracket, increase your pricing slightly and add premium packaging. Perceived value can boost conversions.
Market Basket Analysis
Purchase Combination- A defined group of products that are commonly purchased together in a single transaction, highlighting customer preferences and uncovering trends in shopping behavior.
Think of this as Amazon literally telling you what other products customers buy with yours. This is free money if used right.
Here’s what you can do. Use these insights to create killer bundles, upsells, or cross-promotions. If people are buying your resistance bands along with yoga mats, guess what? You should be selling yoga mats, too.
Pro Tip: Adjust your sponsored product targeting to bid on complementary products. If customers buy a water bottle with their hiking backpack, run an ad for your water bottle on competing hiking backpack listings.
Customer Loyalty Analytics: Turn One-Time Buyers Into Brand Advocates
Top Tier Customers: Top tier customers are those who made recent purchase, spend the most and are frequent buyers.
Promising Customers: Recent purchasers who buy occasionally but spend above average and increase your AOV.
At Risk Customers: Those who haven’t made recent or frequent purchases that may potentially be falling out.
Hibernating Customers: Those who haven’t purchased for an extended period, buy infrequently, and exhibit varied spending.
Amazon shows you the split between loyal customers and one-time buyers, which is a key information for building lasting brand success. If loyalty rates are low, introduce exclusive perks for repeat buyers, create a brand newsletter with insider deals, or enhance your post-purchase experience to improve retention.
Pro Tip: Encourage engagement through follow-up emails, personalized recommendations, and loyalty incentives like VIP discounts or referral bonuses to turn casual buyers into repeat customers.
Smart Strategies for Using Amazon Brand Analytics Effectively
Many sellers use Amazon Brand Analytics reactively, looking at past data to optimize listings or tweak PPC campaigns. However, the real money is in using Amazon Brand Analytics proactively to predict trends, build better pricing models, and create strategic brand positioning that increases long-term revenue.
Here’s how you can leverage Amazon Brand Analytics in ways most sellers overlook:
1. Profit-Driven Pricing Strategy (Beyond Just Lowering Prices)
Most sellers think price competition means lowering prices to match or beat competitors. However, you can use Amazon Brand Analytics to price strategically for higher profits rather than just playing the race to the bottom.
Actionable Strategy: Use Item Comparison & Alternate Purchase Data for “Psychological Pricing”
Step 1: Find out which competing products customers compare to yours within the Item Comparison & Alternate Purchase Report.
Step 2: Identify the price ranges of those products and look for a pricing gap.
Step 3: Instead of undercutting the lowest-priced competitor, position yourself as a premium alternative with better perceived value (A+ content, enhanced images, bundling).
Example: If customers compare your $29.99 phone charger to a $19.99 one, rather than dropping your price, you can:
- Highlight premium materials, better charging speed, or warranty in your listing.
- Offer a bundle deal with a charging cable for $34.99, making it feel like a higher-value purchase.
- Run Sponsored Display ads targeting buyers who viewed the cheaper alternative.
- Instead of competing on price, you increase profit margins by convincing buyers that your product is worth paying more for.
2. Amazon Brand Analytics as a Demand Forecasting Tool (So You Never Run Out of Stock Again)
Running out of stock not only kills your short-term revenue but also tanks your organic ranking and damages critical seller performance indicators like your Inventory Performance Index score. Most sellers use past sales trends to forecast demand, but Amazon Brand Analytics’s Search Term Report actually predicts demand before it peaks.
Additionally, with the growing adoption of voice commerce through Alexa devices, incorporating Amazon voice SEO strategies becomes crucial for capturing voice-initiated searches that may not appear in traditional search term reports but represent emerging demand patterns.
Actionable Strategy: Forecast Demand Before Your Competitors Do
Step 1: Track how frequently searched keywords related to your product rise and fall in rank across different months.
Step 2: Compare this with your inventory levels and lead times.
Step 3: Place bulk orders before demand spikes—this way, you won’t be scrambling to restock at premium supplier rates.
Example: If the term “UV protection sunglasses” starts gaining search frequency in February, you should increase inventory by March, even though sales haven’t peaked yet. Most sellers only react when sales go up, but by then, lead times might delay restocking.
You avoid stockouts and capitalize on peak season sales while competitors are scrambling.
3. Reverse-Engineer Competitor’s Most Profitable Customers
While most sellers focus on ranking for high-volume keywords, smart sellers use Amazon Brand Analytics to identify and capture the most profitable customer segments—the ones willing to spend the most.
Actionable Strategy: Use Market Basket Analysis to Find and Target High-Value Customers
Step 1: Look at the Market Basket Analysis Report to see which products are frequently bought with yours.
Step 2: Identify premium or high-ticket items that appear in those baskets.
Step 3: Launch Sponsored Display or DSP ads targeting those customers because they are more willing to spend.
Example: If you sell coffee grinders and notice customers frequently buy $100+ espresso machines, your audience is likely coffee enthusiasts who are willing to pay more for premium products. Instead of focusing on budget buyers, you adjust your PPC targeting and messaging to emphasize high-end features.
You shift focus from just making sales to attracting high-value customers who drive more profit per order.
4. How to “Steal” Competitor Market Share Without Outbidding on Ads
Most sellers compete for the same keywords and PPC placements, driving higher costs. But what if you could take competitor sales without increasing ad spend?
Actionable Strategy: Use the Alternate Purchase Report to Build a “Competitor Takeover” Funnel
Step 1: Check the Alternate Purchase Report to see which competitor products customers choose instead of yours.
Step 2: Study their negative reviews to find common complaints.
Step 3: Run Amazon Posts, Sponsored Brand ads, and A+ Content that directly addresses those issues.
Example:
If your competitor’s air fryer has reviews complaining about bad cleaning difficulty, highlight “Easy to Clean – Dishwasher Safe Basket” in your title and images.
Instead of simply bidding more on ads, you capture competitor sales by strategically positioning your product as the superior choice.
5. Using Amazon Brand Analytics Data to Increase Customer Lifetime Value (CLV)
Most sellers focus on getting new customers, but repeat buyers are 2-3X more profitable than first-time buyers. Amazon Brand Analytics’s Repeat Purchase Behavior Report tells you exactly which products drive the highest repeat sales.
Actionable Strategy: Maximize CLV with Data-Backed Subscription Offers
Step 1: Find which of your products have the highest repeat purchase rate.
Step 2: Create Amazon Subscribe & Save discounts to encourage long-term subscriptions.
Step 3: Use Sponsored Display Retargeting ads to re-engage past customers.
Example:
If your vitamin supplement has a 40% repeat purchase rate, you launch a 10% off Subscribe & Save offer and retarget past customers with display ads after 30 days.
Instead of chasing new customers, you maximize revenue from existing buyers, reducing customer acquisition costs.
The Secret Sauce: Combining Amazon Brand Analytics with Other Amazon Tools
The biggest mistake sellers make is treating Amazon Brand Analytics as a standalone tool instead of integrating it with other data sources. Here’s a pro move:
Amazon Brand Analytics + Amazon PPC Data: Use search term insights from Amazon Brand Analytics to refine your exact match keyword strategy in ads.
Amazon Brand Analytics + Inventory Forecasting: If you see demand rising for a product in the Search Term Report, stock up before your competitors do.
Amazon Brand Analytics + Pricing Strategy: If alternative purchase data shows customers are choosing a slightly cheaper option, test a temporary price drop to steal back market share.
Lastly,
The difference between a struggling seller and a thriving brand often comes down to who actually uses the data to make real changes. That is the same instinct a good ecommerce SEO agency brings when it lets insights, not guesswork, guide strategy.
Think about it: Amazon is literally handing you insights on what shoppers want, how they shop, and why they choose (or skip) your product. If you’re not tapping into that, you’re leaving money on the table.
So don’t just skim the reports—dive in, experiment, and tweak your strategy. Whether it’s adjusting your PPC bids, launching new product bundles, or refining your customer retention game, these small moves can stack up to big wins.
At the end of the day, data doesn’t grow your brand—you do. Use it wisely, take action, and watch your Amazon business reach new heights.
Frequently Asked Questions About Amazon Brand Analytics
What is Amazon Brand Analytics, and who can access it?
Amazon Brand Analytics (Amazon Brand Analytics) is an exclusive tool available to Brand Registered sellers, providing powerful insights into customer search behavior, competitor comparisons, repeat purchase trends, and more. If you’re not brand registered, you won’t have access to these reports.
How can Amazon Brand Analytics help me increase sales?
Amazon Brand Analytics reveals which keywords drive conversions, what products customers compare yours to, and how frequently buyers return—allowing you to optimize listings, adjust ad strategies, and create offers that boost conversions.
Which Amazon Brand Analytics report is the most valuable for sellers?
While all reports provide useful insights, the Search Query Performance Report is a game-changer. It shows which search terms bring traffic to your listings, helping you refine your SEO and PPC strategy for maximum visibility and sales.
How do I use Amazon Brand Analytics to improve my Amazon PPC campaigns?
Amazon Brand Analytics helps you identify high-converting keywords, seasonal trends, and competitor rankings. Use these insights to adjust your PPC bids, focus on profitable search terms, and eliminate wasteful ad spend.
Can Amazon Brand Analytics help me compete with top sellers?
Absolutely! The Item Comparison & Alternative Purchase Reports show which competing products your customers are considering. Analyzing their pricing, images, and reviews can help you fine-tune your offer to win more sales.
How does Amazon Brand Analytics help with product bundling and upselling?
The Market Basket Analysis Report tells you what other products customers frequently buy with yours. Use this data to bundle complementary items, create targeted promotions, or cross-sell in your ads and storefront.
How can I use Amazon Brand Analytics to increase repeat purchases?
The Repeat Purchase Behavior Report shows how often customers reorder your products. If your repeat purchase rate is low, consider offering subscriptions, discounts for returning customers, or targeted remarketing campaigns.
Does Amazon Brand Analytics provide demographic insights?
Yes! The Demographics Report breaks down your audience by age, gender, income, and education level. This helps you fine-tune your branding, ad creatives, and product positioning for your ideal customer.
How often should I check Amazon Brand Analytics?
Amazon Brand Analytics reports are updated weekly or monthly, depending on the data set. Sellers should review them regularly to stay ahead of market trends, adjust ad strategies, and spot new growth opportunities before competitors do.
What’s the biggest mistake sellers make with Amazon Brand Analytics?
Many sellers collect data but don’t take action. Amazon Brand Analytics is only valuable if you use it to optimize listings, tweak PPC campaigns, adjust pricing, and improve retention strategies. The real winners don’t just analyze—they execute.
Jake Gilbert serves as the Chief Revenue Officer (CRO) at Sequence Commerce, where he spearheads all lead generation initiatives and drives the agency’s growth strategy. With a keen analytical mindset, Jake transforms complex marketplace data into actionable insights that deliver measurable results for clients. His expertise spans conversion rate optimization, customer acquisition funnels, and performance marketing specifically tailored to Amazon and e-commerce ecosystems.
At Sequence Commerce, Jake has developed proprietary reporting frameworks that accurately track and attribute revenue across multiple marketing channels, allowing clients to optimize their ad spend with precision. His data-driven approach to revenue optimization has helped numerous brands scale their Amazon presence while maintaining profitable growth metrics. Jake regularly analyzes emerging marketplace trends and platform algorithm changes to refine client strategies and maintain competitive advantages in the increasingly complex e-commerce landscape.
Before joining Sequence Commerce, Jake built successful sales operations for SaaS companies targeting the e-commerce sector, giving him unique insights into both the technical and strategic aspects of online selling. He holds certifications in advanced analytics and digital marketing, and frequently shares his expertise through the Sequence Commerce blog and industry webinars.
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