Amazon Brand Analytics: Which Reports Brand Owners and Vendors Should Use Each Week

Short answer: Amazon Brand Analytics is a free set of dashboards in Seller Central for brands enrolled in Amazon Brand Registry. It shows aggregated search and purchase data: which queries lead shoppers to your products, your share of impressions, clicks, cart adds and purchases for each query, what shoppers buy alongside your products, and how often they come back. Most brands need only three of its dashboards each week: Search Query Performance, Search Catalog Performance and Repeat Purchase Behavior. The rest answer occasional strategic questions.

Amazon’s own analytics are the most direct data a brand has about shoppers in its store. Third-party tools estimate search volume and sales. Brand Analytics reports what Amazon recorded, in aggregate and without customer names. For established brands, manufacturers moving from wholesale to Amazon, and international brands adding the US store, it is where any serious Amazon review should start.

Who can access it

To use Brand Analytics you need a Professional selling account and must be the brand owner or a Brand Representative for a brand enrolled in Brand Registry (Sell on Amazon: Brand Analytics). In Seller Central it sits under Brands > Brand Analytics (Sell on Amazon blog).

Three access problems come up repeatedly:

• No Brand Registry. Enrollment uses a registered trademark or, in some cases, a pending application (Sell on Amazon blog). Our guides on Brand Registry and filing a US trademark first cover this step.
• Wrong role. A reseller or a distributor’s account does not get the brand’s data. Amazon limits Brand Analytics to accounts internal to the brand that sell it in the Amazon store (Openbridge, citing Amazon’s policy).
• Missing user permission. Secondary users need the account administrator to grant “View” access to Brand Analytics in User Permissions (Amazon Brand Analytics playbook, Taiwan edition).

Vendors selling to Amazon through Vendor Central get some Brand Analytics reports, including Top Search Terms, Market Basket Analysis and Repeat Purchase, if the brand is in Brand Registry. Search Query Performance and Search Catalog Performance are listed as seller reports (Amazon SP-API analytics reports). Vendors also have Retail Analytics, covered below.

The dashboards, and what each is for

Amazon groups the dashboards into search analytics, customer behavior analytics and customer loyalty analytics (Sell on Amazon blog).

Search Query Performance

This is the most useful report in the tool. It lists the queries that led shoppers to your products and, for each one, the search volume and the total count, your count and your share of impressions, clicks, cart adds and purchases (Sell on Amazon blog). A Brand View covers the whole catalog, and an ASIN View covers one product. Amazon’s playbook says the Brand View returns up to 1,000 queries, depending on catalog size (Amazon playbook).

The value is in comparing shares across the funnel for one query:

• High impression share, low click share: shoppers see the product and choose another. Look at the main image, title, price and review rating in the search result.
• Healthy click share, low purchase share: the detail page loses the sale. Look at images, A+ content, price against the products next to you, and delivery promise. The report also shows same-day, one-day and two-day shipping counts (Amazon SP-API).
• Strong purchase share, low impression share: the product converts when found but is not found often. That is a case for more visibility, through listing keywords, backend search terms or advertising.

Filtering for queries that include your brand name shows how much traffic and how many purchases come from shoppers who already know you, as Amazon’s playbook suggests (Amazon playbook). For an established brand new to Amazon, branded search is often a large share early on. Growth then has to come from generic queries.

Search Catalog Performance

This is the same funnel by ASIN rather than by query: impressions, clicks, click rate, cart adds, purchases, conversion rate and median prices at each stage (Sell on Amazon blog). Use it to rank products by where they lose shoppers. A product with plenty of impressions and a weak click rate needs different work from one that is rarely seen.

Top Search Terms

This dashboard covers search across the whole Amazon store, not just your brand. For each term it shows a search frequency rank, the three most-clicked products, and their click share and conversion share, plus the top-clicked brands and categories (Sell on Amazon blog). It is a rank, not a search volume. Use it to check how a category is searched, to see which competitors win the clicks, and to test product names before a launch. Amazon notes the underlying data is limited to approximately 12 million items, so it can differ from other reports (Amazon SP-API).

Repeat Purchase Behavior

This shows orders, unique customers, the percentage of customers who bought more than once, and repeat purchase sales, by brand or by ASIN (Sell on Amazon blog; Amazon SP-API). For consumables, it shows whether Subscribe & Save, refill sizes or follow-up promotions are worth the effort. For durable goods, a low repeat rate is expected. The useful signal there is the products that do get repeat buyers, which often point to accessories or replacement parts.

Market Basket Analysis

This lists the top three products shoppers most often buy together with yours, including other brands’ products, which you can filter in or out (Sell on Amazon blog). Amazon suggests using it for range decisions, virtual bundles and cross-promotion. It is also a quick check on positioning: if your premium product is often bought with budget items, the shopper may not see it the way you do.

Demographics

This shows age, household income, education, gender and marital status for buyers of your products. It is available only in the US store, and only for ASINs with 100 or more unique customers in the selected period (Sell on Amazon blog). Use it to check whether US buyers match the customer you sell to in your home market or in other channels. Don’t make decisions on a single week.

Customer Loyalty Analytics

This divides your buyers into four segments: Top Tier, Promising, At Risk and Hibernating, based on how recently, how often and how much they buy (Sell on Amazon blog). It also shows new and repeat customer counts over time and can suggest ways to reach each segment, such as a promotion. It is most useful for brands with a meaningful number of repeat buyers.

How current the data is

Amazon says Brand Analytics data usually goes back three years and is generally available within three days, with quarter-end data typically within a week (Sell on Amazon blog). The search reports use weekly, monthly and quarterly periods (Amazon SP-API). That makes Brand Analytics a weekly review tool, not a daily monitor.

Search Query Performance counts activity from Amazon search results only, so its totals will not match your sales or advertising reports, which count every route to a sale (SellerApp). Use it for shares and trends rather than to reconcile revenue.

The other Amazon reports to read alongside it

Brand Analytics explains search and shopper behavior. It does not cover account health, stock or margin. Three other Amazon sources fill those gaps:

• Business Reports (sellers). The Sales and Traffic report gives sessions, page views, Featured Offer (Buy Box) percentage, units ordered, and conversion by date and by ASIN (Amazon SP-API). If the Featured Offer percentage drops, fix that before reading anything else. See winning the Featured Offer.
• Retail Analytics (vendors). Vendor Central reports cover sales, traffic, inventory, forecasts and Amazon’s net pure product margin, including out-of-stock rate, sell-through and aged inventory (Amazon SP-API). For brands deciding between the two models, see Vendor Central vs Seller Central.
• Product Opportunity Explorer. Under Growth in Seller Central, it groups search terms into niches and shows demand, competition, search volume, reviews and returns, including niches where demand is high and conversion is below the benchmark (Sell on Amazon: Product Opportunity Explorer). Use it when planning a range extension or a launch, not for weekly reviews.

For advertising, campaign metrics stay in the ads console. Our posts on ACoS vs TACoS and Amazon Marketing Cloud cover measurement there.

A weekly review that takes under an hour

1. Business Reports: check sessions, conversion and Featured Offer percentage for your top products. Anything broken here comes first.
2. Search Catalog Performance: find the products whose funnel worsened week over week, and the stage where it happened.
3. Search Query Performance: for your 10 to 20 most important generic queries, compare impression, click and purchase share with the previous period. Note which stage moved.
4. Act on one or two findings: a title or main image test, a price review, a stock fix, or an advertising change for a query where you convert well but are rarely seen.
5. Monthly: review Repeat Purchase Behavior, Market Basket Analysis and Top Search Terms for range and promotion decisions.

The discipline matters more than the dashboards. Brands that read the same few reports every week, against the same queries, spot problems while they are small.

How AEG helps

AEG Accelerator has spent almost two decades building brands across Amazon, Walmart, Shopify/DTC and wholesale. For established companies, manufacturers and international brands, we set up Brand Registry and the right account access, build a weekly reporting routine from Amazon’s own data, and turn it into listing, pricing, inventory and advertising decisions. See our marketplace and brand management services.

Book a strategy call to review what your Amazon data is telling you.

FAQ

Is Amazon Brand Analytics free? Yes. It is included for brands enrolled in Brand Registry that sell through a Professional selling account.

Can a reseller or distributor see my Brand Analytics data? No. Access is limited to accounts internal to the brand, and a Brand Representative role is assigned by the brand.

Does Brand Analytics show search volume? Search Query Performance shows search query volume for queries that led shoppers to your products. Top Search Terms shows a search frequency rank, not a volume.

Is Brand Analytics available outside the US? Yes. The search, market basket and repeat purchase reports cover the US and many other Amazon stores, including the UK, Germany, France, Canada, Japan and Australia (Amazon SP-API). Demographics is US only.

Why don’t the numbers match my sales report? Search Query Performance counts only activity that started in Amazon search results, while sales reports include every route to a purchase.