Amazon Brand Analytics: How to Use Data to Grow Your Brand?

In today’s competitive Amazon marketplace, data-driven decisions are key to achieving sustainable growth.

Wondering what Amazon Brand Analytics is and how it helps your business?

With millions of active sellers on Amazon, it requires strategic, data-driven decisions. This is where Amazon Brand Analytics comes in.

Amazon Brand Analytics is a powerful tool designed specifically for brand owners. It provides in-depth insights into customer behavior, search trends, and product performance.

With access to actionable data, sellers can implement their marketing strategies, optimize listings, and make smarter inventory decisions.

Whether you’re looking to understand what drives customers to your products, Amazon Brand Analytics helps you make informed choices.
It is a game-changer in data-driven decision-making, empowering businesses to reach new heights in sales and visibility.

In this guide, we will explore Amazon Brand Analytics and how to use it to grow your brand. We will further discuss the types of Amazon Brand Analytics reports and the features and benefits of using the analytics.

Start reading!

What is Amazon Brand Analytics?

Amazon Brand Analytics is widely available to brands in the Amazon Brand Registry. It enables companies to gain deeper insights into their customers and brand effectiveness by analyzing combined customer search and buying information.

It features various dashboards that brands utilize to make strategic choices to enhance their products and advertising.

   • Search Catalog Performance
   • Search Query Performance
   • Top Search Terms
   • Repeat Purchase Behavior
   • Demographics
   • Market Basket Analysis
   • Customer Loyalty Analytics

It comprises a collection of reports in Seller Central, a process that requires a verified trademark and can be established in just days.

Amazon Brand Analytics (ABA) provides data reports on consumer perceptions of your brand. Upon activation, the ABA provides insights into customer searches, buying habits, and how your brand compares to rivals.

The tool enables sellers to access vital data on the purchase funnel, such as

   • The percentage of consumers interested in their product
   • The most common keywords in their conversion funnel
   • How the product aligns with the geographic location of their target market

These marketing strategies yield the best results, and more. ABA reports provide insight into buyers' perceptions of your brand and identify areas that require increased attention to enhance it.

Amazon Brand Analytics (ABA) enhances FBA (Fulfillment by Amazon) by providing insights into customer behavior. These include search queries, repeat-buying patterns, and market-basket insights that directly guide inventory, marketing, and product strategies for FBA vendors.

Amazon FBA analytics helps you manage fulfillment operations and monitor inventory levels efficiently. At the same time, ABA delivers the demand-side insights needed to enhance those operations and improve sales.

How to Access Amazon Brand Analytics?

Register for an Amazon selling account and select a professional selling plan to utilize Brand Analytics. Then, register your brand in the Amazon Brand Registry with a registered trademark.

In some cases, you may also utilize a pending trademark application or registration to register. If you lack an active or pending trademark or wish to speed up the process, explore the IP Accelerator program.

After registering for Brand Registry, go to Brands in the Seller Central main menu, then select Brand Analytics to open the tool.
After you select "Brand Analytics," you can access Amazon Brand Analytics.

Who Can Use Amazon Brand Analytics?

Any private-label seller from a third party who is part of the Amazon Brand Registry program can access Amazon Brand Analytics. The wholesalers, online arbitrage sellers, and dropshippers are not authorized to use the tool. Even Kindle authors can't use it.

If you wish to utilize the Amazon Brand Analytics tool, you must fulfill the following criteria:

   • Owner of the brand.
   • Member of the Amazon Brand Registry Program.
   • Responsible for selling products of the same brand on Amazon.
   • The brand must maintain an active and registered trademark.

The most significant change announced by Amazon in 2020 was that brand owners could now access the ABA at no cost.

The condition attached to this was that Amazon required brands to register via the Amazon Brand Registry.

Key Features of Amazon Brand Analytics

Amazon Brand Analytics offers a robust suite of data-driven tools designed to help brands make smarter decisions on Amazon. By providing a range of insightful reports, it empowers sellers to understand customer behavior, track product performance, and identify new growth opportunities.

ABA’s dashboards provide a wealth of data.

Here, we will discuss the features of Amazon Brand Analytics -

   • Search Term Reports:

Identify the keywords and search terms that generate the highest traffic and sales for your products.

   • Market Basket Analysis:

Recognize items that are often purchased together, allowing you to develop successful bundles and cross-selling strategies.

   • Repeat Purchase Behavior:

Analyze the frequency with which customers repurchase your products. It helps assess customer loyalty and retention.

   • Demographic Insights:

Get data on your customers' ages, genders, incomes, and education levels to improve your understanding of and targeting for your audience.

   • Item Comparison and Alternate Purchase Behavior:

Observe which alternative products customers explore and purchase instead of yours, enabling you to enhance your listings and promotions.

   • Category Benchmarking:

Evaluate your brand's results against industry standards to identify growth potential and competitive edges.

   • Real-Time Dashboards:

Track essential metrics and trends in real time, enabling quick responses to changes in customer behavior.

How to Use Amazon Brand Analytics to Grow Your Brand?

Amazon Brand Analytics provides information that helps brands discover new growth opportunities on the platform.
Using this resource enables you to gain insights into customer behavior, analyze high-performing keywords, and monitor your competitive environment.

Here we will discuss how you can utilize Amazon Brand Analytics to boost your brand’s growth -

   1. Get Essential Metrics Using the Search Catalog Performance Dashboard

Wondering how effectively products are doing in Amazon search? Are customers discovering products but leaving before they make a purchase?

Choose the Search Catalog Performance dashboard from the Search Analytics menu on the Brand Analytics page to discover this.

With the Search Catalog Performance dashboard, you will receive information on how often your brand’s products showed up in Amazon search results during a given time. You will also observe clicks, click-through rates, average prices, cart additions, transactions, and conversion rates.

By using these essential metrics, you can understand how customers interact with products during their shopping experience.

   2. Discover how consumers look for a brand's Products with the Search Query Performance Dashboard.

If you want to know how your brand compares to other brands in the Amazon marketplace, find out using the Search Query Performance dashboard. It comes under the Search Analytics drop-down menu at the top of the Brand Analytics page.

Using the Search Query Performance dashboard, you can find:

   • The total search impressions for queries associated with your brand
   • Data for impressions, clicks, cart adds, and other sales metrics
   • The proportion of clicks for your brand's catalog in relation to the overall total for all brands.
   • The impact of same-day shipping on boosting sales

A Brand View or ASIN View allows you to explore data for particular keywords, such as search query score. It shows how well individual keywords are performing. It also helps you understand search query volume, which reflects how often customers use specific keywords in Amazon searches.

This data provides insights into how customers discover your brand and look for products similar to yours. It can also suggest keywords to incorporate into content, such as product descriptions.

   3. Explore Keywords Using the Top Search Terms Dashboard

You can view the keywords that customers use to discover products directly via the Top Search Terms dashboard. It is found under the Search Analytics section at the top of the Brand Analytics page.

This dashboard shows:

   • Search frequency rank for top search terms
   • Top-clicked categories
   • Highest clicked brands

You can view the product titles for the three most clicked products for each search term, including click shares and conversion shares.
This information provides insight into the most popular search keywords customers use across the Amazon marketplace. Filters are available to search by ASIN, brand name, product category, or keyword.

   4. Boost Return Buyers with the Repeat Purchase Behavior Dashboard

Repeat purchases provide essential insights into customer engagement and satisfaction.

The dashboard for Repeat Purchase Behavior is available in the Customer Behavior Analytics section of the Brand Analytics pages.
It displays:

   • Repeat ordered product sales and units.
   • Number of returning customers
   • The percentage of repeat buyers (out of all customers who place orders)
   • You can view this information using a Brand View or an ASIN View.

Strategies based on data help you in creating a committed customer base. Observing the products customers regularly purchase will give you an advantage. It helps you in determining which items to prioritize in your advertising efforts.

   5. Discover Insights about Your Audience through the Demographics Dashboard

Explore the Demographics dashboard found in the Customer Behavior Analytics section of the Brand Analytics page. Amazon customer analytics enables you to understand your audience’s preferences and purchasing habits.

This dashboard is exclusively for the US store, and ASINs must have at least 100 unique customers within a specified time frame to be visible.

For ASINs that fulfil this condition, the dashboard will showcase compiled customer information for:

   • Age
   • Education
   • Gender
   • Marital status
   • Income

This data will help you gain insights into how your audience may evolve. Apply filters to see data for a certain week, month, or quarter.

Data in Brand Analytics spans about three years and is generally accessible within three days. Quarter-end data is usually available within 1 week.

   6. Boost Orders Using the Market Basket Analysis Dashboard

If you want to know which products the customers frequently buy, you need the Market Basket Analysis dashboard.

It is found within the Customer Behavior Analytics section of the Brand Analytics page. This dashboard provides insights into this question by examining trends in collective buying data.

This dashboard displays the top three products customers most frequently purchase from your product line. Use the Products displayed drop-down menu to filter results, including or excluding results from other brands.

This dashboard shows the three most commonly purchased products by customers, along with the items you provide.

Use the displayed Products drop-down menu to filter results, including or excluding items from different brands.

This helps to -

   • Decide on products you may want to include or exclude from your inventory.
   • Create Virtual Bundles to grow average order size.
   • Identify cross-marketing opportunities to promote related products.

   7. Explore Audience Trends with Customer Loyalty Analytics

You will find the Customer Loyalty Analytics dashboard at the top of the Brand Analytics page. It provides an overview of your brand's audience loyalty metrics and how they may be evolving.

It divides your audience into four segments:

   • Top Tier: These customers are those who have made recent purchases, spend the most among your audience, or shop with your brand frequently.
   • Promising: Customers who have made recent purchases, buy occasionally, and spend more than average.
   • At Risk: Customers who have not bought lately or regularly, or have inconsistent spending.
   • Hibernating: Customers who haven't bought anything for an extended period or who make purchases infrequently.

For instance, imagine your brand’s products were viewed by 60,000 potential customers last month, resulting in 120 new buyers and $4,800 in sales.

At the same time, the dashboard shows that 30,000 users added your items to their wish lists but did not complete a purchase. It highlights the valuable audience for retargeting and promotional campaigns.

In this scenario, the dashboard suggests ways to connect with these prospective customers, such as offering a promo code.

Types of Amazon Brand Analytics Reports

Amazon Analytics provides six reports that align with every phase of the sales funnel. This information subsequently guides decisions on various aspects, ranging from marketing to product placement.

Here, we will discuss the types of Amazon Brand Analytics reports -

1. Search Catalog Performance Report

The Search Catalog Performance Report offers comprehensive insights into the performance of your products within the search shopping funnel on Amazon.

This report monitors essential metrics like impressions, clicks, click-through rate (CTR), cart additions, purchases, and conversion rate.

It enables you to evaluate every phase of customer interaction. This data can be filtered and viewed weekly, monthly, or quarterly, making it easy to identify trends over time.

The report allows for a maximum of 10,000 ASINs per view, and all metrics utilize a 24-hour attribution window for calculation.
The all-encompassing perspective allows brands to pinpoint obstacles in the purchasing process. It also enhances product listings and marketing strategies accordingly.

2. Search Query Performance Report

The Search Query Performance Report analyzes the performance of the top 1,000 search queries that drive customer traffic. The data can be examined from a brand-wide viewpoint as well as an ASIN-specific angle.

The report presents metrics including -

   • Total number of keywords
   • Click-through rate
   • Brand count
   • Brand share

It delivers detailed insights into the most valuable keywords and queries.

The reporting ranges from weekly to quarterly, helping you refine your keyword tactics and boost your visibility in Amazon's search results.

3. Repeat Purchase Behavior Report

This report focuses on customer retention by analyzing recurring purchase behavior for your brand. Essential metrics consist of –

   • Overall sales
   • Units sold
   • Number of returning customers
   • Variations from earlier periods
   • The proportion of total sales linked to repeat purchasers

By analyzing repeat purchase behavior, brands develop targeted retention strategies, launch loyalty initiatives, and enhance customer lifetime value.

4. Demographics Report

The Demographics Report delivers an in-depth profile of your Amazon customer demographic. This report provides vital information about customers regarding –

   • Age
   • Gender
   • Household income
   • Education
   • Marital status

These demographic indicators help brands in customizing messaging, products, and marketing strategies. It helps them better meet the needs of their target audience, thereby increasing engagement and sales.

5. Top Search Terms Report

The Top Search Terms Report reveals the most frequently used search terms by Amazon shoppers. It emphasizes key metrics like search frequency rank, click share, and conversion share.

It is available in daily, weekly, monthly, and quarterly formats. This information is crucial for recognizing high-potential keywords, enhancing product titles and descriptions, and fine-tuning advertising campaigns.

6. Market Basket Analysis Report

The Market Basket Analysis Report highlights the three ASINs most commonly purchased alongside your products. Recognizing products that are frequently purchased together reveals vital insights into customer shopping habits and preferences.

This report is accessible weekly, monthly, and quarterly, allowing you to develop impactful cross-selling and bundling tactics that enhance average order value and total sales.

Benefits of Using Analytics on Amazon

As Amazon's business scale grows, more sellers are partnering with the e-commerce giant to boost their revenues. It results in intense competition. To maintain an advantage in this competition, it is crucial to obtain all information associated with rivals.

Analytics for Amazon sellers serves as a central data hub, providing access to relevant market information and offering various advantages.

These include -

   • Displaying Valuable Insights about The Products

With Amazon Brand Analytics, you can discover the most popular search phrases that boost your product sales on Amazon. Thus, you can identify precisely what will boost your product's sales.

Imagine you offer organic skincare products and notice that the keyword “natural face moisturizer” is generating a surge in clicks and conversions.

By optimizing your listings for this high-performing keyword, your brand can gain more targeted traffic and increase sales. As a result, you can reinforce your reputation as a top choice for natural skincare on Amazon.

   • User-Friendly Tool

You don’t have to be an expert to utilize Amazon Brand Analytics. This brand analytics tool features a user-friendly interface that lets you navigate effortlessly and access important information.

You no longer need specialized training to obtain valuable information about the products.

Amazon product analytics provides comprehensive insights into competitors, products, search terms, and customers, with easy access to this information.

For more detailed information, you can use Amazon Competitor Analysis. It helps you find other sellers in your niche who sell similar products.

   • No Investment Needed

An Amazon brand analysis is a resource that provides useful insights into customer, competitor, product, and keyword data. If you plan to use other tools, it would be quite expensive.

The Brand Analytics available from Amazon delivers trustworthy data at no charge. You can utilize it to develop some of the most efficient marketing and advertising approaches.

   • Helps In Identifying Potential Keywords

In addition to presenting information about your rivals and prospective clients, Amazon Brand Analytics also highlights the search terms used by both. These are used by your target audience who frequently look for your products.

Additionally, this tool offers valuable keywords via the column labeled “search frequency ranks.”

It ensures you utilize the appropriate keywords, making it easier to aim your listings for enhanced organic rankings. Thus, it helps boost the relevant traffic to your Amazon Brand store.

   • Helps in Shaping Effective Marketing Approaches

Access to data on your competitors' promotional strategies helps you understand why you are falling behind. It also helps you identify actions to close the gap, ultimately drawing more Amazon shoppers to your brand.

Amazon Seller Central analytics offers valuable insights into your sales, traffic, and conversion rates. It also boosts your brand's visibility among the audience.

   • Recognition of Purchasing Patterns of Target Customers

For instance, consider that you sell gourmet coffee beans. By analyzing Amazon Brand Analytics, you find that the keyword "organic dark roast coffee" is driving significant search traffic. It indicates strong shopper demand for organic, robust flavors.

You can capitalize on this insight by boosting your ad spend on this keyword and emphasizing your product’s organic qualities in your marketing strategy.

This information can help you understand potential customers' purchasing habits. You can tailor your Amazon brand store to appeal to both teenagers and their parents.

Amazon store analytics tracks how shoppers interact with your storefront, helping you refine your branding and layout.

Challenges with Amazon Brand Analytics

Analytics on Amazon is a robust resource for brands aiming to secure a competitive advantage, though it does come with its difficulties.

Although it offers extensive data and practical insights, using its features and understanding the outcomes can be challenging, even for experienced sellers.

Understanding these challenges is essential for enhancing the value of Brand Analytics and developing significant growth for your company.

Amazon Brand Analytics may pose various challenges for sellers, including the following:

                • Manual Effort: In the absence of automation tools, data analysis turns into a labor-intensive endeavor. At times, this                     may distract focus from strategic initiatives.
                • Static Reports: Many reports do not provide real-time updates, affecting dynamic decision-making and the ability to                    respond to market fluctuations.
                  • Data Overload: The vast amount of information accessible can be daunting, hindering companies from deriving                    practical insights.
                 • Fragmented Insights: Integrating Amazon Brand Analytics data with external systems like BigQuery or Snowflake can                   be complex. It may even result in achieving fragmented analysis.

Amazon Brand Analytics in 2026

Staying up to date with the latest features in Amazon Brand Analytics is essential for brands that want to remain competitive.
In 2026, Amazon introduced various improvements and new features to help brands analyze their data more thoroughly and make more informed decisions.

In 2026, Amazon Brand Analytics focuses on -

   • AI-driven insights, enhanced
   • Last-touch attribution
   • Comprehensive, cross-channel, and performance tracking

These updates help optimize and automate strategies across streaming TV, display, and new generative AI-driven listing tools. AI can help you identify high-potential niches on Amazon by simplifying the analysis of search trends, customer reviews, and competitor performance.

Key New Features in Amazon Brand Analytics in 2026 -

   • Shopping-Signal Enhanced Attribution: It is an innovative model that emphasizes instances of brand discovery and attributes value to ad views during browsing or general category searches.
   • "All Views" Metrics: These are conversion metrics that include all ad views for qualifying campaigns over 14 days.
   • Full-Funnel Campaigns: These are strategies powered by AI that incorporate premium, streaming, TV, audio, and display on Amazon, as well as the open internet.
   • Generative AI Listing Tools: These include tools such as Enhance My Listing, which enhance conversion and listing quality.
   • Persona-Based Architecture: The algorithm transitions from rigid keyword matching to AI-powered customer matching, leveraging browsing behavior and demographic information.

These enhancements make Amazon Brand Analytics in 2026 more effective and accessible. It enables brands to convert raw data into practical strategies for expansion.

Turn Insights into Sales with Amazon Brand Analytics with Dotcom Reps!

Amazon Brand Analytics provides essential insights enabling brands to make informed decisions, enhance their listings, and surpass competitors.

Utilizing this powerful tool, you can reveal customer behaviors, recognize high-potential keywords, and track your market share, vital for lasting growth on Amazon.

Along with Brand Analytics, Amazon Brand Registry provides tools and benefits that help you establish your presence in ecommerce and expand. You can also discover additional information on establishing your brand.

If you want to enhance your brand with practical insights, we at Dotcom Reps are here to help you utilize Brand Analytics to its fullest for optimal growth.

Reach out to us and turn your data into growth!

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