Amazon Brand Analytics: The Data Most Sellers Ignore

Amazon Brand Analytics (ABA) is a free suite of data tools available to brand-registered sellers that provides insights into customer search behavior, purchase patterns, demographics, and competitive positioning that most sellers completely ignore. The data available in Brand Analytics would cost thousands of dollars per month through third-party tools, and Amazon gives it to you for free. At Marknology, our Kansas City team uses Brand Analytics as the foundation for every advertising, listing, and product strategy we build for the 300+ brands we have managed.

Andrew Morgans on the Startup Hustle podcast: "I am constantly shocked by how many brands come to us spending $50K a month on ads and have never opened Brand Analytics. The data is right there. Amazon is literally telling you what customers search for, what they buy together, and who they are. Most sellers just do not look."

What Is Amazon Brand Analytics?

Amazon Brand Analytics is a collection of data reports available in Seller Central for brand-registered sellers. It provides aggregated, anonymized data about customer behavior on Amazon, including what they search for, what they buy, who they are, and how they interact with your products versus competitors.

The main reports include:

• Search Terms Report: Top search terms by volume with click and conversion share by ASIN
• Market Basket Analysis: Products frequently purchased together
• Item Comparison and Alternative Purchase: Products customers view and buy instead of yours
• Customer Demographics: Age, gender, income, education, and marital status of your buyers
• Repeat Purchase Behavior: How often customers reorder your products
• Search Catalog Performance: How your products perform for specific search terms

All of this data is free with Brand Registry. No additional subscription or payment required. Access it through Seller Central > Brands > Brand Analytics.

How Do You Use the Search Term Report?

The Search Terms Report is the most valuable report in Brand Analytics. It shows you:

• The most popular search terms on Amazon ranked by search frequency
• The top 3 clicked ASINs for each search term
• Click share and conversion share for each ASIN

This data tells you exactly which keywords drive the most traffic in your category and who is winning those keywords. At Marknology, we use this report for:

• Keyword research: Discover high-volume search terms you are not targeting
• Competitive analysis: See which competitors win the top spots for your target keywords
• Ad optimization: Prioritize PPC bids on keywords where you have high click share but low conversion share (listing optimization opportunity) or high conversion share but low click share (bid increase opportunity)
• Trend analysis: Track search term rankings over time to spot seasonal patterns and emerging trends

The Search Terms Report is free competitive intelligence that would cost you $500 a month from Helium 10 or Jungle Scout. And it comes directly from Amazon, so the data is more accurate than any third-party estimate.-- Andrew Morgans, Marknology

What Is Market Basket Analysis?

Market Basket Analysis shows you which products customers frequently purchase alongside yours. This is powerful for several reasons:

• Product development: If customers buy your protein powder with a shaker bottle, consider launching your own shaker bottle or creating a bundle.
• Cross-selling: Use Sponsored Product targeting to show your complementary products on competitor listings.
• Virtual bundles: Create Amazon Virtual Bundles pairing products that customers already buy together.
• Storefront strategy: Feature complementary products together on your Amazon Storefront pages.

This report reveals purchase patterns that are invisible without data. At Marknology, we have helped brands launch entirely new product lines based on Market Basket insights.

What Can You Learn from Customer Demographics?

The Demographics Report breaks down your customer base by:

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

This data is invaluable for:

• Ad targeting: If 70% of your customers are women aged 25-34, your DSP campaigns should target that demographic.
• Listing optimization: Tailor your imagery and copy to your actual customer, not who you think your customer is.
• External marketing: Use demographic data to build lookalike audiences on Facebook and Google.
• Product positioning: If your customer skews higher income than expected, you may have room to increase prices or launch a premium line.

How Does the Repeat Purchase Report Work?

The Repeat Purchase Report shows:

• What percentage of your customers are repeat buyers
• How many orders repeat customers place
• Revenue from repeat vs. new customers

For CPG brands, this report is critical for understanding customer lifetime value and optimizing Subscribe and Save strategies. If your repeat purchase rate is low, it signals a product quality or pricing issue. If it is high, you should be investing heavily in retention programs.

At Marknology, we benchmark repeat purchase rates by category and use this data to set realistic LTV projections for ad spend calculations.

What Is the Search Catalog Performance Report?

This newer report shows how your specific products perform for specific search terms:

• Impressions your product received for each search term
• Clicks from each search term
• Add-to-carts from each search term
• Purchases from each search term

This is essentially a free search term performance report that shows your organic and paid visibility together. Use it to identify:

• Keywords where you get impressions but few clicks (main image or title issue)
• Keywords where you get clicks but few purchases (listing content or pricing issue)
• Keywords where you rank well organically and can reduce PPC spend
• Keywords where you have zero impressions and need to improve indexing or increase bids

How Should You Use Brand Analytics Data?

Monthly Competitive Audit

Pull the Search Terms Report monthly. Track your click share and conversion share for your top 20 keywords. If a competitor is gaining share, investigate their listing changes and adjust your strategy.

Quarterly Product Strategy Review

Use Market Basket Analysis and Demographics to inform product development and line expansion decisions quarterly.

Weekly Ad Optimization

Use Search Catalog Performance data weekly to adjust PPC bids and targeting. This is the most actionable, highest-frequency use case for Brand Analytics.

Annual Pricing Review

Customer Demographics data, combined with competitive click share data, informs pricing strategy. If your customers are higher income than your competitor's customers, you may be underpricing.

Andrew Morgans summarizes: "Brand Analytics is not a report you look at once. It is a system you check every week. The brands that win on Amazon are the ones that make data-driven decisions, and Brand Analytics gives you the data for free."

What Brand Analytics Mistakes Do Sellers Make?

1. Never opening it. This is the biggest mistake. The data exists. Use it.
2. Looking at it once and forgetting. Brand Analytics data is most valuable when tracked over time to spot trends.
3. Ignoring the Item Comparison report. Knowing which products customers view instead of yours reveals exactly who your real competitors are.
4. Not connecting data to action. Data without action is just trivia. Every insight should lead to a listing change, an ad adjustment, or a product decision.
5. Using only third-party tools. Third-party tools estimate Amazon data. Brand Analytics gives you actual Amazon data. Use both, but prioritize ABA.

Frequently Asked Questions

What is Amazon Brand Analytics?

Amazon Brand Analytics is a free suite of data reports available to brand-registered sellers that provides insights into search behavior, purchase patterns, customer demographics, and competitive positioning on Amazon.

Is Amazon Brand Analytics free?

Yes. Brand Analytics is completely free for all sellers enrolled in Amazon Brand Registry.

What reports are available in Brand Analytics?

The main reports are Search Terms, Market Basket Analysis, Item Comparison and Alternative Purchase, Customer Demographics, Repeat Purchase Behavior, and Search Catalog Performance.

How often should I check Brand Analytics?

Check Search Catalog Performance weekly for ad optimization. Check Search Terms monthly for competitive tracking. Review Demographics and Market Basket quarterly for strategic planning.

Can I download Brand Analytics data?

Yes. All Brand Analytics reports can be downloaded as CSV files for further analysis in spreadsheets or business intelligence tools.

How accurate is Brand Analytics data?

Brand Analytics uses actual Amazon data, not estimates. It is more accurate than third-party tools for Amazon-specific metrics. However, data is aggregated and anonymized, so you cannot see individual customer-level information.

Do I need Brand Registry for Brand Analytics?

Yes. Brand Analytics is only available to sellers enrolled in Amazon Brand Registry.

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