Learn how Amazon Brand Analytics can help you understand customer behavior, improve your listings, find better opportunities, and make smarter business decisions.

Selling on Amazon is not just about having a good product. You also need to understand what customers are searching for, how they interact with your products, and what influences their buying decisions.

This is where Amazon Brand Analytics can help.

Amazon Brand Analytics gives eligible brand owners access to aggregated customer and shopping data inside Seller Central. You can use this information to understand search behavior, product performance, customer demographics, repeat purchases, and buying patterns.

Instead of making decisions based only on assumptions, you can use actual Amazon data to improve your listings, advertising, product strategy, and customer experience.

In this guide, we’ll explain what Amazon Brand Analytics is, who can access it, the main reports and dashboards available, and practical ways to use the data to grow your Amazon business.

What Is Amazon Brand Analytics?

Amazon Brand Analytics is a set of analytics dashboards available in Seller Central for eligible brands. It provides information about how customers search for products, interact with listings, and purchase products.

The data can help answer questions such as:

• What are shoppers searching for?
• Which search terms are bringing customers to my products?
• How many people click on my products after seeing them in search?
• Which products are customers comparing with mine?
• What products do customers buy together?
• How often do customers buy from my brand again?
• Which customer groups are buying my products?

Amazon has expanded Brand Analytics beyond simple keyword data. The current dashboards cover areas such as search performance, customer loyalty, repeat purchases, demographics, and market basket behavior.

This makes Brand Analytics useful for more than SEO. You can use it to improve your product listings, advertising campaigns, product selection, pricing decisions, and overall brand strategy.

Who Can Access Amazon Brand Analytics?

Amazon Brand Analytics is available to brands that meet Amazon’s eligibility requirements.

According to Amazon, you need a Professional selling account and need to be a Brand Representative for a brand enrolled in Amazon Brand Registry. 

Amazon Brand Registry is a free program that helps brand owners protect and grow their brands on Amazon. It also provides access to several brand-building tools, including Brand Analytics, A+ Content, advertising features, and brand protection resources. 

To access Brand Analytics:

1. Log in to your Amazon Seller Central account.
2. Make sure you have a Professional selling plan.
3. Enroll your brand in Amazon Brand Registry if you have not already done so.
4. Make sure you have the required Brand Representative role.
5. In Seller Central, go to Brands and select Brand Analytics. 

Amazon’s requirements and available features can change, so sellers should check their Seller Central account for the options currently available to them.

Key Amazon Brand Analytics Reports and Dashboards

Amazon Brand Analytics includes several dashboards. Each one provides a different type of information. Understanding what each dashboard shows is the first step toward using the data effectively.

1. Search Catalog Performance: The Search Catalog Performance dashboard helps you understand how your products perform throughout the Amazon search journey. It provides metrics such as search impressions, clicks, click-through rates, cart adds, purchases, conversion rates, and median price.

These metrics help you identify where shoppers may be dropping out of the buying journey. 

For example, suppose one of your products receives many search impressions but very few clicks. This may indicate that your title, main image, price, or other search-result information needs improvement.

On the other hand, if your product gets many clicks but few purchases, you may need to look more closely at the product page, pricing, reviews, content, or customer experience.

How to use this report: Look at the complete customer journey instead of focusing only on sales.

Ask yourself:

• Are shoppers seeing my products?
• Are they clicking?
• Are they adding products to their cart?
• Are they completing purchases?
• At which stage does performance become weaker?

This can help you decide where to focus your optimization efforts.

2. Search Query Performance: The Search Query Performance dashboard helps you understand which search terms customers use to find products related to your brand. It can provide information about search impressions, clicks, cart adds, and purchases for relevant queries. You can also compare your brand’s performance with the overall performance for a search query. This makes the dashboard particularly useful for keyword research and listing optimization.

For example, you may find that your product receives a good share of impressions for a search term but a smaller share of clicks or purchases. This could indicate that your listing needs improvement.

How to use this report: 

Use Search Query Performance to:

• Find important search queries related to your products.
• Identify queries where your products receive visibility.
• Look for weak points in the shopping funnel.
• Compare your performance across different search terms.
• Find opportunities to improve product content and advertising.

Do not simply add every popular search term to your listing. Choose keywords that are relevant to your product and use them naturally.

3. Top Search Terms: The Top Search Terms dashboard provides a broader view of popular customer searches on Amazon. Amazon says the dashboard can show search frequency rank, top-clicked brands, top-clicked categories, and the products associated with popular search terms. 

This can help you understand what customers are looking for and which products are attracting the most attention for those searches.

How to use this report:

• Find relevant search terms.
• Look for changes in customer search behavior.
• Identify keywords worth researching further.
• Review whether your products match the search intent.
• Use relevant terms naturally in your product content.

Remember that keyword research should always be combined with good listing quality. Adding keywords alone will not make a weak product listing successful.

4. Demographics: The Demographics dashboard helps you understand the types of customers purchasing from your brand. Amazon says this dashboard can provide information such as customer age, income, education, gender, and marital status. This information can help you understand your audience and make better decisions about your product messaging and marketing.

For example, if your customer base is concentrated in a particular age or income group, you can review whether your product images, messaging, and advertising match that audience.

How to use demographic data:

• Understand who your main customers are.
• Adjust your messaging to better fit your audience.
• Create advertising that speaks to relevant customer groups.
• Identify opportunities to reach new customer segments.
• Use customer insights when planning new products.

However, avoid making assumptions based on demographics alone. Combine this information with sales, product, and customer feedback data before making major decisions.

5. Repeat Purchase Behavior: Repeat Purchase Behavior helps brands understand how often customers purchase products again. Amazon says this dashboard can provide information about repeat customers, orders, and sales from repeat purchases.

This can be especially useful for products that customers may need to buy regularly.

For example, products such as beauty items, household supplies, food products, or consumables may naturally have more opportunities for repeat purchases.

How to use this report: Use repeat-purchase information to identify products with strong customer retention. You can then consider:

• Which products bring customers back?
• Which products have more repeat-purchase potential?
• Can you improve the customer experience?
• Are there related products you can offer?
• Should you invest more in marketing products with strong repeat demand?

Understanding repeat purchase behavior can help you move from simply generating sales to building long-term customer relationships.

6. Market Basket Analysis: The Market Basket Analysis dashboard shows products that customers frequently purchase together. This can give useful opportunities for cross-selling and product bundles.

For example, if customers frequently buy your yoga mat along with resistance bands, you may consider offering a suitable bundle. The key is to choose products that genuinely make sense together. A bundle should make shopping easier or provide additional value rather than simply combining unrelated products.

How to use Market Basket Analysis: Look for products that customers frequently purchase alongside your products. You may be able to:

• Create product bundles.
• Promote related products.
• Improve cross-selling.
• Add complementary products to your catalog.
• Plan future product launches around customer buying patterns.

This data can also help you understand what customers need beyond the product they originally came to buy.

7. Customer Loyalty Analytics: Amazon Brand Analytics tools also include Customer Loyalty Analytics, which provides insights into customer segments, shopping behavior, and historical purchase patterns. This can help brands understand their most valuable customer groups and identify opportunities to increase customer lifetime value.

For example, you may discover that a group of customers purchases from your brand frequently while another group has not purchased recently. These insights can help you think about different strategies for different customer groups.

How to use Customer Loyalty Analytics:

You can use the data to:

• Understand your most loyal customers.
• Identify opportunities to encourage repeat purchases.
• Study customer purchasing patterns.
• Improve customer engagement.
• Plan promotions for suitable customer segments.

Customer loyalty is especially important for brands that want to build long-term relationships rather than depend only on one-time purchases.

Benefits of Using Amazon Brand Analytics

Amazon Brand Analytics can provide useful information for several areas of your business.

1. Make Data-Driven Decisions: Instead of guessing what customers want, you can study actual search and purchase behavior. This can help you decide which products to promote, which listings need improvement, and where new opportunities may exist.

Data does not replace business judgment, but it gives you a stronger starting point.

2. Improve Amazon Keyword Research: Search Query Performance and Top Search Terms can help you understand how shoppers search for products. Use relevant search terms to improve your SEO strategy and make your product content more closely aligned with customer searches. 

However, avoid keyword stuffing. A keyword should only be used when it accurately describes your product and fits naturally into the content.

3. Improve Product Listings: Brand Analytics can help you identify where customers are losing interest.

For example, high impressions but low clicks may indicate that your product needs a stronger title or main image. High clicks but low purchases may point you toward issues with the product page, pricing, reviews, or customer experience. This makes the data useful for continuous listing optimization.

4. Improve Advertising Decisions: Brand Analytics can provide information about search queries and customer behavior that can support your advertising strategy. You can compare the search terms that attract customer interest with the keywords you’re already targeting in your campaigns.

This can help you identify relevant terms that deserve more attention and terms that may not be delivering the results you expected.

Also Read: How to Create an Amazon Advertising Campaign That Drives More Sales

5. Understand Your Customers Better: Demographic and repeat-purchase data can help you understand who buys from your brand and whether customers return. This can influence your product development, marketing messages, and customer-retention strategies.

The more you understand your customers, the easier it becomes to create products and content that meet their needs.

6. Identify Product Opportunities: Brand Analytics can also help you find opportunities for new products or improvements.

For example, Market Basket Analysis may show that customers frequently purchase another product with yours. That could suggest an opportunity for a bundle or a related product.

Similarly, search behavior may reveal customer demand that is not fully addressed by your current product range. Data does not guarantee that a new product will succeed, but it can give you useful information for evaluating an opportunity.

How to Use Amazon Brand Analytics to Grow Your Business

Having access to data is only the first step. The real value comes from turning that data into action. Here are some practical ways to use Amazon Brand Analytics.

1. Improve Your Product Listings: Start with the search data.

Look for relevant search terms and compare them with the content currently used in your listings.

Ask:

• Does my title clearly describe the product?
• Do my bullet points address what shoppers are looking for?
• Are important product benefits easy to understand?
• Do my images support the customer’s buying decision?

Make changes based on the data rather than adding keywords simply because they are popular.

2. Find and Fix Sales Funnel Problems: Use Search Catalog Performance to identify where customers are dropping off. If impressions are strong but clicks are weak, improve your search-result presentation. 

If clicks are strong but purchases are weak, examine the product page and customer experience. This approach helps you solve the right problem instead of making random changes.

3. Study Your Competitors: Search and comparison data can help you understand which products customers consider alongside yours. If competitors receive more customer engagement, investigate what may be contributing to their performance.

Look at factors such as:

• Price
• Product features
• Images
• Reviews
• Product content
• Delivery options
• Promotions

The goal is not to copy competitors. Instead, use the information to find areas where your own offer can become stronger.

4. Create Relevant Product Bundles: Use Market Basket Analysis to identify products customers frequently purchase together. If you already sell complementary products, consider whether there is an opportunity to offer them as a bundle.

For example, if customers frequently buy a phone case and screen protector together, offering a suitable bundle could make shopping easier while increasing the value of an order.

5. Improve Your Advertising Strategy: Use search performance data to understand which customer queries are relevant to your products. Compare these insights with your advertising campaigns and identify areas where your targeting can be improved.

You should also consider conversion and profitability rather than focusing only on clicks. A keyword that generates many clicks but very few purchases may not be as valuable as a more specific term that brings fewer but better-quality visitors.

6. Plan New Products Based on Customer Needs: Brand Analytics can also support product development. Look for patterns in customer searches, buying behavior, repeat purchases, and related products.

For example, if customers regularly buy your main product along with a particular accessory, that may suggest an opportunity to add the accessory to your own catalog.

However, analytics should be combined with other research before launching a new product. Customer demand, competition, costs, and profitability should all be considered.

To summarize, Amazon Brand Analytics gives eligible brand owners useful insights into how customers search, browse, compare, and purchase products on Amazon. From Search Catalog Performance and Search Query Performance to Top Search Terms, Demographics, Repeat Purchase Behavior, Market Basket Analysis, and Customer Loyalty Analytics, the available dashboards can help sellers understand different parts of the customer journey. 

The key is not simply to collect data but to turn it into action. Use search data to improve your keywords and product listings. Study customer behavior to understand where shoppers leave your sales funnel. Use market basket insights to find cross-selling opportunities, and examine repeat-purchase and loyalty data to build stronger customer relationships.

Also Read: How to Increase Conversion Rate on Amazon?

Disclaimer:
Amazon is the registered trademark of the e-commerce brand.

Frequently Asked Questions (FAQs)

1. Is Amazon Brand Analytics free?

Yes. Amazon Brand Analytics is available at no additional cost to eligible sellers who meet Amazon’s requirements, including having a Professional selling account and being a Brand Representative for a brand enrolled in Amazon Brand Registry.

2. How do I access Amazon Brand Analytics?

You can access Brand Analytics through your Amazon Seller Central account. Go to Brands → Brand Analytics. Your account must meet Amazon’s eligibility requirements for the feature to appear.

3. Is Amazon Brand Analytics available to all sellers?

No. Brand Analytics is designed for eligible brand owners. Generally, sellers need a Professional selling account and a brand enrolled in Amazon Brand Registry, along with the appropriate Brand Representative role.

4. Can Amazon Brand Analytics help with keyword research?

Yes. Search Query Performance and Top Search Terms can provide useful insights into the search terms customers use on Amazon. Sellers can use relevant findings to improve product listings, advertising campaigns, and overall keyword strategies.

5. Can Amazon Brand Analytics help me find products to sell?

Brand Analytics can provide useful information about customer searches, related purchases, and buying patterns. However, it should not be the only source used to choose a new product. Competition, demand, costs, profit margins, and other market factors should also be considered.

6. How can Amazon Brand Analytics help increase sales?

Brand Analytics can help you understand where customers find your products, what they search for, what they buy together, and whether they return to purchase again. Using these insights to improve listings, advertising, product selection, and customer retention can support sales growth.

7. How often should I check Amazon Brand Analytics?

There is no fixed schedule for every seller. Checking the data regularly, such as weekly or monthly, can help you spot changes in customer behavior and product performance. You should also review it when launching products, changing listings, starting campaigns, or entering a major sales season.

8. What is the difference between Amazon Brand Analytics and Amazon Business Reports?

Amazon Business Reports mainly provide information about your store and product sales performance, while Brand Analytics provides additional insights into customer search behavior, shopping patterns, demographics, repeat purchases, and related products. Using both can give you a broader view of your Amazon business.