Amazon Brand Analytics is a free set of reports available to brand owners enrolled in Brand Registry. It shows how shoppers search, click, and buy across your category. Used well, it tells you which keywords to target, where competitors win, and what customers buy alongside your products.
Who Can Access Amazon Brand Analytics
You need to be the brand owner or an authorized agent in Brand Registry. Once enrolled, open the Brands menu in Seller Central and select Brand Analytics. The reports update regularly, so you can track trends week over week.
The Reports That Matter Most
- Top Search Terms: the most popular searches and the top clicked products for each.
- Search Query Performance: impressions, clicks, cart adds, and purchases for your brand on each query.
- Search Catalog Performance: the shopper funnel for each ASIN.
- Market Basket Analysis: products often bought together with yours.
- Repeat Purchase Behavior: how often customers come back.
- Demographics: age, income, and other traits of your buyers.
Finding Keywords With Amazon Brand Analytics
Start with Top Search Terms. Filter by your main ingredient or benefit and export the list. Then look at search frequency rank and the share of clicks the top three products capture. Keywords where clicks are spread out are often easier to win.
Next, compare the list with your current ads and listing. As a result, you will find relevant terms that you are not yet targeting. Our guide to search volume tools helps you estimate volume for these terms.
Measuring Share With Search Query Performance
This report shows your brand’s share of impressions, clicks, and purchases for each query. In other words, it reveals where you are visible but losing the sale. A high impression share with low click share usually points to weak images or price. Low purchase share after clicks points to the listing itself.
We explain how click-through and conversion interact in this ranking factors guide.
Using Market Basket and Repeat Purchase Data
Market Basket Analysis reveals bundle and cross-sell ideas. For example, buyers of magnesium may also buy ashwagandha. Therefore, you might build a sleep bundle or target those product pages with Sponsored Display.
Repeat Purchase Behavior is essential for supplements. A low repeat rate may signal a product problem, an unclear dose, or missing Subscribe and Save promotion.
A Weekly Amazon Brand Analytics Routine
- Check Search Query Performance for your top 20 keywords.
- Flag terms where click share dropped.
- Review Top Search Terms for new rising queries.
- Update ads and backend keywords with new findings.
- Log changes so you can see what improved results.
Amazon’s own overview is available in the Brand Services portal.
Conclusion
Amazon Brand Analytics turns Amazon’s search data into clear decisions. Use it every week to find keywords, measure share, and plan bundles. If you want analysts who read these reports for you, talk to Exclusiva Inc.
