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Achieving sustainable growth for your Amazon business entails fostering loyalty among your customers. To accomplish this, a thorough understanding of your customers is crucial – their needs, interests, and purchasing power. This knowledge serves as the foundation for crafting a personalized marketing strategy that directly resonates with your customers, encouraging them to choose your products. However, obtaining this level of understanding requires data. Amazon Brand Analytics, introduced in 2019, provides you with access to comprehensive data, offering insights into the purchasing behavior of customers. Armed with this information, you can strategically shape your marketing approach, effectively building brand awareness and driving revenue growth. In the following sections, we'll delve into the specifics of what Amazon Brand Analytics entails and how it can significantly contribute to increasing your sales.


Amazon has introduced Amazon Brand Analytics solutions specifically designed for registered brand owners, aiming to enhance their sales and cultivate customer loyalty. This tool offers an in depth perspective on various aspects:
  1. Keyword Insights: Reveals the keywords shoppers use to discover products.
  2. Product Comparison and Purchases: Highlights products that customers compare and subsequently purchase after viewing the brand's offerings.
  3. Frequently Bought Together: Identifies items that customers frequently purchase in conjunction.
  4. Repeat Purchases: Provides insights into products that customers buy repeatedly.
Additionally, Amazon Brand Analytics furnishes demographic data encompassing customer location, gender, age, income, and marital status. Armed with this valuable information, brand owners can:
  • Enhance Product Visibility: Utilize targeted advertising strategies.
  • Boost Online Sales: Implement intelligent pricing and attractive promotional offers.
  • Understand Shopping Habits: Tailor approaches to reach new customers effectively.
  • Optimize Product Mix: Stay ahead of competitors by offering the right combination of products.
Amazon Brand Analytics not only delivers these insights but also ensures they are easily comprehensible and actionable through its intuitive and user friendly interface.


Amazon Brand Analytics is accessible within Seller Central, catering to all sellers who are registered under Amazon Brand. If you are unable to locate it on your Seller Central dashboard, it indicates that you do not currently fulfill the criteria to be recognized as a brand registered seller on Amazon.
To gain access to Amazon Brand Analytics, it is recommended to refer to a comprehensive guide that outlines the process of registering your brand on Amazon. This guide will provide detailed steps and information on the requirements, enabling you to successfully register your brand and subsequently access Amazon Brand Analytics through Seller Central.


The Brand Analytics Dashboard offers a comprehensive overview through six reports categorized into two segments:
Search Analytics:
  • Search Catalog Performance
  • Search Query Performance
  • Top Search Terms
Consumer Behavior Analytics:
  • Repeat Purchase Behavior
  • Demographics
  • Market Basket Analysis
Within the realm of search analytics, you can delve into the performance of your search catalog, analyze the effectiveness of search queries, and identify the top search terms employed by customers. On the other hand, consumer behavior analytics provides insights into repeat purchase patterns, demographic details of your customer base, and a market basket analysis.
These reports collectively offer a detailed understanding of the intricacies of the shopping journey, enabling you to formulate a marketing strategy that is not only informed by data but also tailored to the specific dynamics of your target audience.


The Search Catalog Performance Dashboard provides insights into how customers engage with your brand's product throughout the shopping journey. This report offers a detailed breakdown of various metrics for each ASIN:
  1. Search Funnel – Impressions: Impressions: Total number of times the ASIN appears in search queries during the chosen period. Rating (Median): The median rating of the ASIN when displayed in search results.
  2. Search Funnel – Clicks: Clicks: The total number of times customers click or view the ASIN during the chosen period. Click Rate (CTR): The percentage of clicks to impressions, indicating the ASIN's appeal in search results.
  3. Search Funnel – Cart Adds: Cart Adds: The total number of times the ASIN is added to the cart from search results.
  4. Search Funnel – Purchases: Purchases: The total number of ASIN purchases originating from the search results.
  5. Search Traffic Sales: Total sales revenue generated from search results during the chosen period.
  6. Conversion Rate:The percentage of purchases to clicks, indicating the conversion efficiency from clicks to actual purchases.
Additionally, other metrics for each stage of the purchasing funnel include:
  • Same Day Shipping Speed: Indicates instances where the ASIN displayed a message offering same day delivery.
  • 1D Shipping Speed: Records instances of the ASIN displaying a message for "one day delivery."
  • 2D Shipping Speed: Tracks instances where the ASIN displayed a two day delivery message.
These metrics enable you to understand the customer journey, revealing insights such as the appeal of your product listing (impressions vs. CTR), potential cart abandonment issues (high cart adds but low purchases), and the influence of shipping speed on buyer decisions. For instance, a high number of impressions but a low CTR may prompt adjustments to your product image and title. Similarly, a high cart abandonment rate may require improvements in the checkout process or the implementation of a retargeting strategy. The Shipping Speed metric helps assess its impact on buyer decisions.


The Amazon Search Query Performance Dashboard is a powerful tool that reveals key insights into how customers discover and engage with your brand's products through search queries. The dashboard presents information in both Brand and ASIN views, allowing you to assess overall brand performance or focus on individual product ASINs.
Here are the key metrics available in the Search Query Performance Dashboard:
For Customer Queries Associated with Your Brand’s Products:
  • Search Query Score: Ranks each search query from top to bottom.
  • Search Query Volume: The number of times customers search for a specific query on Amazon.
  • Impressions: Number of times products appear on the Amazon search page for a query.
In the Impressions Section:
  • Total Count: The number of product impressions for the search query on the Amazon search page.
  • Brand Count: Number of product impressions for your brand on the Amazon search page.
  • Brand Share: Percentage ratio of Brand Count to Total Count, indicating your brand's visibility in comparison to the category.
In the ASIN View Report:
  • ASIN Count: Number of impressions your ASIN receives on the Amazon search page for the given query.
  • ASIN Share: Percentage ratio of ASIN Count to Total Count for the query.
For Clicks:
  • Total Count
  • Brand Count
  • Brand Share
Additional Metrics for Clicks:
  1. Click Rate: Percentage ratio of the total number of clicks to the search query volume count within a specific time period.
  2. Price (Maiden): Average price of all products related to the query at the time the impression is generated.
  3. Brand Price (Maiden): Average price of all products belonging to the brand related to the query at the time the impression is generated.
  4. Same Day, 1Day, 2Day Shipping Speed: Indicates the number of times an ASIN is clicked when different shipping speed options are available for the query.
For Cart Adds:
  1. Total Count
  2. Cart Add Rate
  3. Brand/ASIN Count
  4. Brand/ASIN Share
  5. Price (Median)
  6. Brand/ASIN Price (Median)
  7. SameDay, 1D, 2D Shipping Speed
For Purchases:
  1. Total Count
  2. Purchase Rate
  3. Brand/ASIN Count
  4. Brand/ASIN Share
  5. Price (Median)
  6. Brand/ASIN Price (Median)
  7. SameDay, 1D, 2D Shipping Speed
This dashboard provides comprehensive data on customer behavior, allowing brands and sellers to refine their advertising strategy, optimize pricing, and enhance the customer shopping experience to drive more conversions.


The Top Search Terms Dashboard within Amazon provides invaluable data for brands and advertisers, offering a clear understanding of the most frequently searched terms within a specified timeframe. This information allows businesses to make informed decisions rather than relying on guesswork. Here are key metric definitions to help navigate and comprehend the dashboard:
  1. Search Frequency Rank: Indicates the ranking order of search terms based on their frequency of searches. Terms with the same frequency share the same rank.
  2. Top Clicked Products: Displays the top 3 products that garnered the most results for a specific search term. These products are highly relevant to the search query and attract a significant number of clicks.
  3. Top Clicked Categories: Highlights the top 3 categories that generated the most results for a particular search term. This information aids in identifying popular categories associated with the search term.
  4. Top Clicked Brands:Identifies the top 3 brands that generated the most results for a specific search term. Understanding which brands attract the most clicks provides insights into consumer preferences and competitor analysis.
For the top three clicked products on the Amazon search page, the dashboard also provides:
  1. Click Share: The percentage of clicks received by the ASIN compared to the total clicks generated from the search results within the selected timeframe.
  2. Conversion Share: Indicates the percentage of conversions for an ASIN compared to the total conversions of all ASINs based on the search results within the selected timeframe.
These metrics offer sellers valuable insights into popular search terms, preferred products, and categories. Additionally, understanding the topclicked brands provides a competitive analysis, helping businesses refine their strategies and better meet consumer needs in the dynamic Amazon marketplace.


The Repeat Purchase Behavior Report is a valuable tool for understanding the patterns of repeat purchases and customer retention, either by ASIN or brand. This report breaks down customer purchase behavior, providing insights to facilitate data driven decisions aimed at enhancing brand loyalty. The key metrics included in the Repeat Purchase Behavior Report are as follows:
  1. Total Number of Orders: Represents the overall count of orders generated for a brand or ASIN. Note: A single order may consist of multiple product units.
  2. Repeat Ordered Product Sales:
    • Sales: The revenue generated from customers who have placed more than one order within the specified reporting timeframe.
    • Change vs. Prior Period: The percentage change in repeat ordered product sales compared to the closest previous period to the selected time range.
    • % Share of Total Sales: The percentage of repeat ordered product sales in relation to the total ordered product sales.
  3. Repeat Ordered Units: Units: The number of product units purchased by customers who made more than one order within the selected reporting time range. Change vs. Prior Period: The percentage change in repeat ordered units compared to the closest previous period before the selected reporting time range. % Share of Total Sales: The percentage of repeat ordered units out of the total unit sales.
  4. Repeat Customer Count: Repeat Customers: The total count of distinct customers who placed multiple orders within the specified reporting time period. Change from Previous Period: The percentage change in repeat customers from the most recent period before the selected reporting time period.
  5. Repeat Customer Share: Customer Share: The percentage of repeat customers from the total number of customers who made an order within the selected time period. Change from Previous Period: The percentage change for repeat customers compared to the most recent period prior to the selected reporting time period.
These metrics provide a comprehensive view of customer retention, allowing businesses to gauge the effectiveness of their strategies in encouraging repeat purchases and fostering brand loyalty. By analyzing these data points, brands can make informed decisions to enhance customer engagement and satisfaction.


The Demographic Report provides valuable insights into the characteristics of your target customers, offering a granular understanding of key demographic factors such as age, household income, education, gender, and marital status. By accessing this data, businesses can gain a comprehensive understanding of their audience, allowing for strategic optimization of both on and offAmazon marketing efforts.
Here's a breakdown of the key demographic insights available in the report:
  1. Age: Provides information on the age distribution of your target customers. Understanding the age demographics enables businesses to tailor marketing messages to resonate with specific age groups.
  2. Household Income: Offers insights into the income levels of your customer base. This information is crucial for determining the purchasing power of your audience and adjusting pricing strategies accordingly.
  3. Education: Indicates the educational background of your customers. Understanding the educational levels of your audience can help shape content and messaging to align with their preferences and interests.
  4. Gender: Reveals the gender distribution among your customer base. This insight is valuable for crafting marketing messages that are inclusive and relevant to the diverse demographics within your audience.
  5. Marital Status: Provides information on the marital status of your customers. Understanding the marital status of your audience allows for tailored marketing strategies, especially for products or services that may cater specifically to married or single individuals.
Utilizing these demographic insights, businesses can optimize their marketing messaging to maximize awareness and conversions. Whether refining onAmazon product listings or developing targeted offAmazon advertising campaigns, a nuanced understanding of the target audience enhances the effectiveness of marketing efforts and fosters a deeper connection with customers.


The Market Basket Analysis is a valuable tool for identifying cross selling opportunities and creating effective product bundles to increase the average order value. This report provides insights into the products that are frequently purchased together by customers, allowing businesses to optimize their offerings and enhance the overall shopping experience. Here are the key metrics included in the Market Basket Report:
  1. Product Title:Specifies the title or name of the products involved in the frequently purchased combinations.
  2. Product ASIN:: Identifies the unique Amazon Standard Identification Number (ASIN) for each product involved in the combinations. ASINs are essential for precise product identification on the Amazon platform.
  3. Combination %: Represents the percentage of times the specified combination of products is purchased together.
This metric quantifies the frequency of the product combinations, providing valuable insights into customer preferences.
By analyzing these metrics for the top three purchase combinations, businesses can gain a deeper understanding of the products that tend to complement each other in customers' shopping carts. This knowledge allows for the creation of strategic bundling and cross selling opportunities, ultimately increasing the average order value.
For example, if customers commonly purchase yoga mats along with sweatpants and sports shoes, a business can leverage this insight to offer a bundled package, encouraging customers to make a larger purchase and boosting the overall revenue per transaction. This approach not only enhances the customer shopping experience but also maximizes the business's profitability through value based combinations.


The Amazon Brand Analytics tool offers several key benefits for brands looking to optimize their presence on the platform. Here's a summary of these advantages:
  1. Firsthand Marketplace Data: Access accurate market data directly from Amazon's in house reporting. Gain insights into customer behaviors, search trends, and buying habits to inform data backed marketing strategies. Provides a marketwide perspective, allowing brands to identify trends and growth opportunities across the platform.
  2. Identify Target Audience:Utilize the Demographic report to precisely identify and understand the target audience. Example: For a brand selling organic moisturizers, demographic data reveals that the primary audience is women aged 18–24, earning $50,000–$74,999, and unmarried. This information can be used to create personalized ad copy for better results.
  3. Understand Customer Shopping Behavior: Leverage the Repeat Purchase Analysis dashboard to identify ASINs and brands with the highest repeat purchases. Optimize advertising strategies to maximize sales for these high performing products.
  4. Identify HighPerforming Keywords: Extract valuable insights on search terms from Amazon Brand Analytics. Example: Identify keywords with high search volume, cartadds, and purchase counts for increased advertising budget allocation and improved conversion chances.
  5. Additional Keyword Insights: Complement Amazon Brand Analytics with tools like SellerApp's Keyword Research tool for deeper keyword analysis. Assess search terms based on factors such as search volume, relevancy score, estimated orders, and conversion rate to identify the most profitable keywords.
  6. Final Thoughts: Scaling an ecommerce business on Amazon requires a strategic approach. Amazon Brand Analytics provides valuable data, but it may not cover all aspects. Complement it with seller tools like SellerApp for additional insights, including keyword analysis, competitor assessment, listing optimization, and advertising campaign automation. Consider engaging experts to help create and optimize PPC campaigns, maximizing Return on Ad Spend (ROAS).
In conclusion, Amazon Brand Analytics serves as a powerful tool for brands on the platform, offering crucial datadriven insights. However, a holistic approach that combines this tool with additional resources and expert assistance can further enhance the effectiveness of a brand's presence and strategies on Amazon.
Our Brand Analytics access is under approval and will be coming soon.