How to Use Amazon Brand Analytics in 2024


For Amazon sellers, understanding their customers has often felt like navigating a maze without a map.

The missing link?

A lack of enough data to know who’s buying, what they like, and how they shop.

Fortunately, with the launch of more and more reports as part of Amazon Brand Analytics, the landscape is reshaping. Amazon is sharing more and more data for sellers to understand their customers and make informed advertising and product strategies.

New to “brand analytics”? Don’t worry; in this blog post, we will talk about what Amazon Brand Analytics is, how it is useful, and how to access it.

What is Amazon Brand Analytics?

Brand Analytics is an add-on data reporting tool available for brand-registered sellers on the Amazon Marketplace. It provides a collection of reports and data around customer shopping patterns, search queries, purchasing behavior, and more. Sellers can use this data to optimize their product visibility, pricing, and advertising strategy.

Who Can Use Amazon Brand Analytics?

In order to access Amazon Brand Analytics tools, sellers need to be enrolled in the Amazon Brand Registry program and have a registered trademark for their brand. This ensures that only registered brand owners have access to these valuable insights, making it an exclusive tool for those serious about their business on Amazon.

How to Access Amazon Brand Analytics Dashboard?

Step 1: First of all, ensure you are a brand-registered seller.

Step 2: Log in to your Seller Central account.

Step 3: From the Seller Central home screen, navigate to the main menu.

Step 4: Go to Brands > Brand Analytics from the menu.

Access Amazon brand analytics

If you do not see this option, it likely means you are either not a brand-registered seller or the brand owner has not shared access to this report with you.

What does Amazon Brand Analytics include?

Amazon Brand Analytics offers a comprehensive set of seven reports, neatly organized into three distinct categories:

Search Analytics: This section comprises three reports – Search Catalog Performance, Search Query Performance, and Top Search Terms. These reports provide valuable insights into how customers discover and engage with your product at different stages of the sales funnel.

Customer Behavior Analytics: Within this category, you’ll find three reports – Repeat Purchase Behavior, Demographics, and Market Basket Analysis. These reports offer a deep understanding of your customer profile and their shopping behavior on the Amazon platform.

Customer Loyalty Analytics: The final category presents a dashboard that provides insights into the level of loyalty customers have with your brand.

Now, let’s take a closer look at each of the Amazon Brand Analytics reports to understand their significance and how they can empower sellers with actionable insights.

1. Search Catalog Performance Report

search catalog performance report

The Search Catalog Performance dashboard provides a clear view of how your catalog performs based on shopper search behavior within the chosen timeframe. It displays key interaction metrics for all your products, spanning the entire shopping journey – from impressions to clicks, adding to cart, and eventual purchases.

Here are the essential metrics featured in this report for each ASIN:

Search Funnel – Impressions:

Impressions: The total number of times your product was displayed on the search result page within the selected time period.

Search Funnel – Clicks:

Clicks: The overall number of times shoppers clicked on your product when it appeared on the search result page in the selected time period.

Click Rate (CTR): Indicates the percentage of clicks to impressions for clicks originating from the search results page.

Search Funnel – Cart Adds:

Cart Adds: The total instances your product was added to the cart when shoppers clicked on it in the search result page.

Search Funnel – Purchases:

Purchases: The total instances your product was 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 period, originating from the search results page.

Conversion Rate: Represents the percentage of purchases to clicks for clicks originating from the search results page.

How to use Search Catalog Performance Report?

  • This report plays a crucial role in comprehending how shoppers engage with your products throughout various phases of the buying process, helping identify potential areas of customer disengagement.
  • If specific products exhibit a notably low Click-Through Rate (CTR), consider enhancing the product images and title. Improving these elements can positively impact CTR.
  • Similarly, if certain products have a low Add to Cart rate, optimize the product copy and pricing. Crafting compelling product descriptions and ensuring competitive pricing can entice shoppers to proceed with the purchase.

2. Search Query Performance Report

search query performance report

Search Query Performance dashboard offers visibility into your brand or product’s performance for specific search terms based on shoppers’ search behavior. In the chosen timeframe, it presents metrics for the top terms in your brand catalog or ASIN, such as impressions, clicks, add to cart, and purchases. Notably, this report includes data on both your products and the overall products competing for the same search term, allowing for easy benchmarking against your category average.

Here are the key metrics you’ll find in the Search Query Performance report:

  • Search Query: The query searched by customers.
  • Search Query Score: The rank of each search query from top to bottom performance (Amazon currently shares the top 1000 ranked queries).

Search Funnel – Impressions:

  • Total Count: The total number of impressions for all ASINs originating from the search result.
  • Brand Count/ASIN Count: The total number of impressions for Brands/ASINs originating from the search result.
  • Brand/ASIN Share: The percentage share of impressions from the brand’s catalog/ASINs compared to the total count for the query.

Search Funnel – Clicks:

  • Total Count: The number of clicks for the query originating from the search result.
  • Brand/ASIN Count: Total clicks 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 originating from the search result.
  • Brand/ASIN Count: Total cart-adds from the brand’s catalog/ASIN for this query.
  • Brand/ASIN Share: The percentage share of cart-adds from the brand’s catalog/ASIN compared to the total count for the 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 originating from 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.

How to use Search Query Performance Report?

  • Are your click-through rate (CTR) and conversion rate surpassing the category average for a search query? Take advantage of this by ramping up your advertising efforts on those high-performing terms to boost your sales.
  • Conversely, if your CTR and conversion rate are lagging, even though the keywords appear relevant, consider optimizing your product copy and pricing. This can help attract more potential shoppers to your product.
  • Uncover keywords that are driving sales to your product but have a low market share. If these keywords are missing from your Amazon ads campaign, consider targeting them to enhance your visibility and potentially capture a larger market share.
  • For keywords with low impressions and click share, strategically incorporate them into your product listing. This can improve the overall visibility of your product and increase the likelihood of attracting more clicks.
  • Additionally, analyze the keywords that drive sales during specific seasons by examining the top search terms for that period. Tailor your strategy to capitalize on seasonal trends and further optimize your product listings for maximum impact.

3. Top Search Terms Report

amazon top search term report

Unlike the Search Query Performance report, which specifically highlights top search terms relevant to your brand, the Top Search Term report provides a broader, market-level breakdown of all popular search terms on the marketplace and their search frequency rank.

In this report, you have the flexibility to search for top keywords by using specific ASINs, brand names, categories, or keywords within a chosen timeframe. For each search term, the report displays the top 3 corresponding clicked products, the top 3 clicked categories, and the top 3 clicked brands.

This valuable tool becomes a significant asset in identifying keywords and queries that actively contribute to driving sales for your competitors. By leveraging these insights, you can strategically incorporate these keywords into your product pages and advertising, ultimately boosting sales for your products.

How to Use the Top Search Terms Report?

  • Discover the most effective keywords that drive sales for your product or brand. 
  • Identify the keywords that generate the highest number of clicks for a product. 
  • Find new keywords ideas to use in your product listing.
  • Identify fresh keywords to incorporate into your advertising campaigns, and use them strategically.

4. Repeat Purchase Behavior Report

repeat purchase behaviour report

The Repeat Purchase Behavior Report is an essential tool that offers crucial insights into repeat customers, their total count, order contribution share, and sales linked to repeat purchases. Understanding this data can help sellers identify products with strong customer retention and tailor their marketing approaches accordingly.

Here’s a breakdown of the essential metrics:

  • Product Title and ASIN: The title and ASIN (Amazon Standard Identification Number) of the product.
  • Number of Orders: Total number of orders attributed to a specific Brand or ASIN.
Repeat Ordered Product Sales:
  • Sales: Revenue generated from products ordered by 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 product units purchased by customers who made more than one order.
  • Change vs. Prior Period: Percentage change in repeat ordered units compared to the closest period preceding the selected reporting timeframe.
  • % 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 compared to the closest period preceding the selected reporting timeframe.

Repeat Customer Share:

  • Share of Customers: The percentage of repeat customers among all customers who placed an order within the selected reporting timeframe.
  • Change vs. Prior Period: Percentage point change in repeat customer share compared to the closest period preceding the selected reporting timeframe.

How to Use the Repeat Purchase Behaviour Report?

  • Gain clarity on how repeat purchases influence your overall revenue.
  • Identify the top-performing products that drive the majority of repeat purchases. 
  • Boost your repeat purchase numbers by implementing effective remarketing campaigns.

5. Demographics Report

demographics report

The Demographics Report offers a detailed overview of the demographic composition of customers purchasing from our brand. Here are the key metrics presented in this report:

  1. Sales by Age Group: Amazon categorizes customer age profiles into six different brackets, aiding in the identification of the ideal age group for your product.

  2. Household Income: Explore the number of unique customers falling into various income brackets, providing insights into the economic diversity of your customer base.

  3. Education Status: Amazon provides information on a customer’s educational level, offering valuable data that can impact your sales approach.

  4. Gender: Identify the number of unique customers categorized as male or female.

  5. Marital Status: Determine if a particular item is preferred by single or married individuals

How to Use the Demographics Report?

  • Utilize this report to build a clear picture of your ideal customer profile.

  • Armed with this information, refine your marketing strategies, creative content, and messaging to align seamlessly with the insights derived from the Demographics Report.

  • This targeted approach ensures your brand resonates effectively with the demographic characteristics of your customer base.

6. Market Basket Analysis Report

market basket analysis report

The Market Basket Analysis report sheds light on products frequently purchased together, offering valuable insights into effective bundling and cross-selling opportunities based on customers’ purchasing patterns.

For individual ASINs, the report presents three distinct purchase combinations, each accompanied by the purchase combination metric. The Purchase Combination % indicates the percentage of orders containing both the selected ASIN and the #1, #2, or #3 Purchase Combination ASIN, relative to the total number of orders with at least two different items, including the selected ASIN.

How to Use Market Basket Analysis Report?​

  1. Product Bundle: Leverage the report to craft bundles of your products that align with the purchase combinations highlighted by Amazon.

  2. Cross-Targeting: Identify similar products and strategically target them with Amazon SP and SD Ads. This approach encourages shoppers to choose your product over competitors when making a purchase.

  3. Competitor Insight: Target products from competitors that shoppers are actively buying. By doing so, your product becomes visible, increasing the likelihood of attracting these shoppers to make a purchase.

7. Customer Loyalty Analytics Dashboard

customer loyalyty analytics report

The Customer Loyalty Analytics report sheds light on your customer’s purchasing behavior and identifies the segments that showcase the highest loyalty to your brand. Within the chosen timeframe, customers are categorized into four segments: Top Tier, Promising, At Risk, and Hibernating.

  • Top Tier Customers: Those who recently made a purchase, spending the most, and are frequent buyers.

  • Promising Customers: Recent purchasers who buy occasionally but spend above average.

  • At Risk Customers: Those who haven’t made recent or frequent purchases, with varied spending patterns.

  • Hibernating Customers: Those who haven’t purchased for an extended period, buy infrequently, and exhibit varied spending.

This report allows you to track the weekly, monthly, or quarterly trends of these customer segments, offering insights into how they evolve over time.

How to Use Customer Loyalty Analytics Report?

With Amazon’s recent introduction of Brand Tailored Promotions, leverage this data to create customized deals and discounts for different customer segments. This targeted approach aims to increase brand loyalty and strengthen their connection with your brand.

Frequently Asked Questions:

Amazon Brand Analytics is a collection of reports available for brand-registered sellers. These reports provide accurate market data, encompassing customer behaviors, search trends, and buying habits on the platform. This information empowers brand owners to formulate data-backed marketing strategies.

To access the Amazon Brand Analytics tool, open the left sidebar menu in your Seller Central account and navigate to Brands > Brand Analytics.

To get the Amazon Brand Analytics tool in Seller Central, you need to be a brand-registered seller on Amazon. If you do not see it in your dashboard, you may not meet the criteria for brand registration.

Amazon Brand Analytics offers several advantages to brand-registered sellers. Here are some key benefits:

  1. Customer Insights: It provides valuable information about customer shopping patterns, search queries, and purchasing behavior, enabling sellers to understand their customers better.

  2. Competitive Analysis: Amazon Brand Analytics helps identify top-performing products and brands in your category, providing an opportunity for benchmarking and competitive analysis.

  3. Improved Product Visibility: With insights into popular search terms and customer behavior, sellers can optimize their product listings to improve visibility and conversion rates.

  4. Data-Driven Decision Making: The detailed reports provided by Amazon Brand Analytics allow sellers to make informed decisions about product pricing, advertising strategy, and inventory management.

  5. Enhanced Marketing Strategy: By understanding customer demographics and their buying habits, sellers can tailor their marketing strategies to target the right audience effectively.

In Amazon Brand Analytics, you can access key reports such as the Search Query Performance Report, Market Basket Analysis Report, Search Catalog Performance Report, Amazon Search Terms Report, and the Repeat Purchase Behavior Report. These reports offer valuable insights into customer behavior and market trends, helping you make informed business decisions.

There are multiple Amazon Brand Analytics report that can help you understand the queries shoppers use to find your products, how they interact with your product after locating it in search results, and their loyalty to your brand after the first purchase. Having such a granular understanding of your customers can help you develop targeted marketing strategies.

Final Thoughts:

Through this blog post, we’ve explored how Amazon Brand Analytics is a powerful tool that offers valuable insights into customer behavior, search trends, and competitor strategies. By understanding the functionality of each report and learning how to use it effectively, you can optimize your product listings, and advertising campaigns, and ultimately maximize your brand’s potential on the Amazon marketplace.

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