Amazon Brand Analytics is a free set of reports in Seller Central, available to brand owners enrolled in Brand Registry, that shows how Amazon shoppers search for and buy products in your categories, and how your brand performs against the market for each search. It is the closest thing Amazon offers to seeing the whole shelf. Used on a routine, it tells you which keywords to fight for, which listings are losing shoppers, and which products to build next.
We work in Brand Analytics every week on our own Amazon Professional Seller accounts with Brand Registry. This guide walks through each dashboard, Search Query Performance, Search Catalog Performance, Top Search Terms, Market Basket Analysis, Repeat Purchase Behavior and Demographics, what each is for, and a step-by-step routine for turning them into listing, ad and product decisions.
Who Gets Access and Where to Find It.
Brand Analytics is available to sellers who are the brand owner, or an authorized role on the brand, in Amazon Brand Registry, and to vendors with the right access. In Seller Central it lives under the Brands menu, then Brand Analytics. Each dashboard can be viewed by reporting range, typically weekly, monthly or quarterly, and most can be downloaded as CSV, which is how we actually work with them.
The data covers your brand plus aggregated market data. You will not see a competitor's sales, but you will see your share of what happens on each search query, and which products lead each search. Dashboard names and details change from time to time, so treat the descriptions below as the shape of each report.
Search Query Performance.
Search Query Performance is the dashboard that matters most. For each search query where your brand appeared, it shows the query's total volume and a funnel: impressions, clicks, cart adds and purchases, each as a total for all products on Amazon and as your brand's count and share. You can view it at the brand level or for a single ASIN.
Reading the funnel is the whole skill. If your impression share on a query is low, shoppers are not seeing you, which is a visibility problem that Sponsored Products or better keyword relevance in the listing can address. If impression share is fine but click share lags, your main image, title, price or review count is losing the click in search results. If click share is fine but purchase share lags, the detail page, price or delivery promise is losing the sale. Each pattern points at a different fix.
Search Catalog Performance and Top Search Terms.
Search Catalog Performance flips the view: for each of your ASINs, it shows the same funnel across all the searches it appeared in, with impressions, clicks, cart adds and purchases, plus figures such as median price and delivery speed where shown. It is the fastest way to spot a product whose clicks are healthy but whose conversion has slipped, often after a price change, a stock-out or a new competitor.
Top Search Terms (formerly Amazon Search Terms) ranks search terms by search frequency rank for a period and lists the top clicked products for each, with their click share and conversion share. It is a market map. Use it to find terms you are not yet targeting, see which competitors dominate each, and spot seasonal rises before they peak.
Market Basket, Repeat Purchase and Demographics.
Market Basket Analysis shows which products are most often bought in the same order as yours, including products from other brands, and how often. It feeds bundle ideas, virtual bundles, cross-sell targeting in Sponsored Display, and the product pages you should target with ads.
Repeat Purchase Behavior shows, per ASIN or brand, how many orders and unique customers you had and how many were repeat buyers, with the repeat sales share. It separates a replenishable product that builds a customer base from a one-time purchase, which changes how much you can pay to acquire a customer and whether Subscribe and Save and purchase remarketing are worth the effort.
Demographics shows the distribution of your buyers by age, household income, education, gender and marital status where available. It is useful for creative and for sanity checks on who is actually buying, less for day-to-day optimization.
| Dashboard | What it shows | Listing use | Ads use | Product use |
|---|---|---|---|---|
| Search Query Performance | Query funnel with your share of impressions, clicks, cart adds, purchases | Find queries where the listing loses the click or the sale | Pick keywords to push or cut by share gap | See demand you are not capturing |
| Search Catalog Performance | Funnel per ASIN across all its searches | Catch conversion drops after price or stock changes | Shift budget to ASINs that convert | Spot products losing to new entrants |
| Top Search Terms | Terms by search frequency rank with top clicked products | Add missing relevant terms to copy | Build new keyword and product targets | Find gaps where leaders are weak |
| Market Basket Analysis | Products bought in the same order | Plan bundles and cross-links | Target complementary product pages | Choose the next product to launch |
| Repeat Purchase Behavior | Repeat customers and repeat sales share | Emphasize refill and subscription messaging | Justify purchase remarketing | Set acquisition cost targets |
| Demographics | Buyer age, income, education and more | Match images and copy to real buyers | Inform audience and creative choices | Check fit before line extensions |
Our Weekly Brand Analytics Routine, Step by Step.
“Search Query Performance tells you whether to buy the click or fix the page, and most brands get that order backwards.”
What Usually Goes Wrong.
- Reading Brand Analytics once a quarter, so no one can tell a trend from a one-week spike.
- Chasing high-volume queries where the brand's product is only loosely relevant, and paying for clicks that will never convert.
- Raising bids on queries with a conversion gap, which buys more traffic for a listing that is losing the sale.
- Ignoring Search Catalog Performance and missing a conversion drop caused by a price change, stock-out or lost Buy Box.
- Treating Demographics as targeting data and rebuilding creative around a small, noisy slice of buyers.
- Keeping the data in the browser instead of downloading it, so there is no history to compare against.
Where the Dashboards Stop and the Work Begins.
Brand Analytics is free and the dashboards are clear enough. The work is the routine: pulling the data every week, keeping history, deciding which gaps go to ads and which go to the listing, rewriting titles and images and A+ Content, testing one change at a time, and feeding basket and repeat data into product and budget decisions. When the Buy Box or price is the real issue, our guide to winning the Amazon Buy Box covers that side. The listing work that follows from this data is what we do through Amazon listing optimization.
Who can access Amazon Brand Analytics?
Brand Analytics is available to sellers who own a brand enrolled in Amazon Brand Registry, or who hold an authorized role on that brand, and to vendors with the appropriate access. It appears in Seller Central under the Brands menu. Sellers of other brands' products without Brand Registry access do not see it.
Is Amazon Brand Analytics free?
Yes. Brand Analytics is included at no extra cost for eligible Brand Registry owners with a professional selling account. There is no separate subscription. The practical cost is the time to download the reports on a schedule, keep history, and act on what they show in listings, advertising and product planning.
What is Search Query Performance in Brand Analytics?
Search Query Performance is a Brand Analytics dashboard that shows, for each search query where your brand appeared, the total market funnel of impressions, clicks, cart adds and purchases and your brand's count and share of each. Comparing those shares shows whether you have a visibility problem or a listing conversion problem on that query.
How often is Amazon Brand Analytics data updated?
Brand Analytics reports are organized by reporting period, most commonly weekly, monthly and quarterly, and new periods appear after each one closes. We work from the latest complete week for Search Query Performance and review slower reports such as Market Basket Analysis and Repeat Purchase Behavior monthly.
What replaced Amazon Search Terms in Brand Analytics?
The report long known as Amazon Search Terms is now called Top Search Terms. It ranks search terms by search frequency rank for a period and lists the top clicked products for each term with their click share and conversion share, which makes it a useful map of who leads each search in your category.