Most brand-registered sellers open Brand Analytics once, glance at a wall of numbers they don’t recognise, and never go back. That is a mistake. Brand Analytics is the only place Amazon shows you demand and buyer behaviour data at the marketplace level — not just what happens inside your own account. It tells you what shoppers search for, how often they click your listing versus a competitor’s, and what else they bought in the same order. No third-party tool can replicate this because it comes directly from Amazon’s own search and purchase logs.
At StoreStride, Brand Analytics is one of the first things we pull when we take on a new account. This guide covers what each report actually shows, how to read it without getting lost, and the specific actions each one should drive — in your PPC campaigns and on your listings.
Requirement: Brand Analytics is only available to Brand Registered sellers, accessed through Seller Central under Brands → Brand Analytics. If you are not yet Brand Registered, that is the first step — you are also missing out on A+ Content, Sponsored Brands, and Report a Violation tools in the meantime.
What Is Amazon Brand Analytics?
Brand Analytics is a suite of reports inside Seller Central that shows aggregated, anonymised shopper behaviour across the entire Amazon marketplace — not just your own listings. Where your normal Seller Central reports tell you what happened on your ASINs, Brand Analytics tells you what happened around a search term or a product category, including your competitors’ performance on the same terms.
It exists because Amazon wants brand owners to make better catalogue and marketing decisions using real demand data, rather than guessing. Used properly, it replaces a large chunk of what sellers pay third-party keyword tools to estimate — with figures that come straight from Amazon’s own search logs.
The Five Reports That Matter
Search Query Performance
Impressions, clicks, cart adds, and purchases for any search term, broken down by your brand versus all other brands ranking for it. The single most useful report for PPC and listing decisions.
Market Basket Analysis
Shows what other products customers bought in the same order as your ASIN. Reveals cross-sell opportunities and complementary categories worth targeting with Sponsored Products.
Repeat Purchase Behaviour
How often customers who bought your product buy it again, and the average time between repeat orders. Critical for consumables and subscription-style products.
Item Comparison and Alternate Purchase
Shows which ASINs shoppers viewed or bought instead of yours after visiting your listing. Direct visibility into who is actually stealing your traffic.
Demographics
Age, income, education, and household data for your buyers (US only, and only above a data threshold). Useful for creative and audience targeting on Sponsored Brands and Display.
Search Terms Report (legacy)
A simpler, older report ranking the top search terms by volume across all of Amazon. Still useful for a fast overview when Search Query Performance feels like too much to dig through.
Search Query Performance: How to Read It
This is the report to start with. Search for any keyword relevant to your category and Amazon shows you, for that exact search term, over your chosen date range:
- Total impressions, clicks and purchases across every seller ranking for that term
- Your brand’s share of those impressions, clicks, and purchases as a percentage
- Click-through rate and conversion rate for your brand versus the category average for that term
- Cart add rate, showing intent that didn’t convert to a purchase
The number that matters most is the gap between your impression share and your purchase share on a given term. A large gap in either direction tells you something specific and actionable.
Turning Search Query Performance Into PPC Decisions
This report should directly shape your keyword targeting and bid strategy. Here is the process we run monthly on client accounts:
Pull your top 20–30 category search terms
Search each core category term in Search Query Performance and export the data. Sort by total search volume to prioritise the terms with real demand behind them.
Flag terms where your purchase share trails your impression share
These are terms where you are being seen but losing the sale to a competitor. Cross-reference against your PPC search term report — if you are already bidding on these terms and still losing share, the problem is the listing, not the bid.
Flag terms where your conversion rate beats the category average
These are your best-performing keywords. Move them to dedicated exact-match campaigns with higher bids — you have proof they convert, so you can afford to pay more to rank for them.
Find high-volume terms where you have near-zero impression share
These are gaps. If the term is relevant to your product and converts well category-wide, it belongs in a new campaign — you are simply not competing for it yet.
Watch competitor share on your branded terms. Search your own brand name in Search Query Performance. If competitors are capturing a meaningful share of clicks or purchases on searches for your own brand, they are very likely running Sponsored Products against your branded keyword — run defensive branded campaigns to protect it.
Using Market Basket Analysis for Cross-Sell PPC
Market Basket Analysis shows the products most frequently purchased alongside yours in the same order. For a phone case, this might show screen protectors, charging cables, and car mounts. This has two direct uses:
- Product Targeting campaigns: Target the ASINs of complementary (non-competing) products that appear frequently in the same basket. These shoppers have already shown intent to buy in your category.
- Bundle and catalogue decisions: If the same complementary product keeps appearing, it may be worth stocking or bundling — you have direct evidence of demand from your own actual customers.
Repeat Purchase Behaviour: Subscribe and Save Signal
For consumable products, this report shows your repeat purchase rate and the median time between orders. If customers reorder every 45 days on average, that is exactly the interval to plan Subscribe and Save discounts and post-purchase follow-up around. It also flags products with surprisingly low repeat rates — a signal worth investigating on the product side (quality, sizing, fit for purpose) before it shows up as a review problem.
Item Comparison & Alternate Purchase: Know Who’s Beating You
This report names the specific ASINs shoppers viewed or bought instead of yours after landing on your listing. This is direct, named competitive intelligence — not a guess based on category browsing. Pull the top 3–5 alternate ASINs and run a proper comparison: price, images, review count and rating, A+ Content, and Prime badge. Whatever they do better is very likely the reason they are winning that comparison.
Not sure what your Brand Analytics data is telling you?
We build Search Query Performance audits into every account we manage — turning this data into concrete keyword, bid, and listing changes instead of a spreadsheet nobody opens again. Book a free audit and we’ll walk through your own numbers.
Book a Free Call →How Often to Check Brand Analytics
- Search Query Performance: Monthly, minimum — more often during launch or a major listing change, so you can see the impact on impression and purchase share quickly.
- Market Basket Analysis: Quarterly, or ahead of planning a new Product Targeting campaign or a bundling decision.
- Repeat Purchase Behaviour: Quarterly for consumables, especially before setting Subscribe and Save timing or planning replenishment reminders.
- Item Comparison & Alternate Purchase: Monthly for your top revenue ASINs, or immediately after noticing a conversion rate drop with no obvious internal cause.
Common Questions About Brand Analytics
Why can’t I access Brand Analytics?
Brand Analytics is restricted to Brand Registered sellers. If your account is enrolled in Brand Registry but you still cannot see it, check that the user account has the correct permissions assigned under Seller Central → User Permissions, or that your trademark is fully approved rather than pending.
Is Brand Analytics data accurate down to the individual customer level?
No. All Brand Analytics data is aggregated and anonymised — you see totals and shares, never individual customer identities or order details. Some reports (like Demographics) only display when there is sufficient volume to preserve anonymity, which is why smaller ASINs sometimes show incomplete demographic data.
Does Brand Analytics replace third-party keyword research tools?
It replaces a good portion of what they estimate, since Brand Analytics data comes directly from Amazon rather than being modelled. However, third-party tools still add value for competitor ASIN tracking over time, historical trend charts, and bulk keyword list-building that Brand Analytics does not offer natively. Most serious sellers use both.
Can I export Brand Analytics data?
Yes. Every report in Brand Analytics can be downloaded as a CSV for a selected date range, which makes it possible to build your own trend tracking outside Seller Central — something we do for every account we manage so changes in impression and purchase share are visible month over month, not just as a single snapshot.