What Is Amazon Brand Analytics? A Complete Guide For Brand Owners

amazon brand analytics

Omar Founder of OJ Digital Solutions

Table of Contents

When it comes to e-commerce, Amazon is the pound-for-pound, undisputed king.

Amazon’s revenue continued to soar even during the recent global pandemic.

According to Macro Trends, Amazon’s revenue has grown by 70% from 2019 to 2021.

And with more than 76.6 million households expected to have Amazon Prime subscriptions in 2022, this revenue is only expected to grow.

For brands and sellers, it means only one thing — winning on Amazon is vital to success.

But with over 3 million active sellers vying for the top spot, competition in the Amazon marketplace is fierce.

This is where Amazon Brand Analytics comes in.

And in my opinion, this is the best tool you can have as an Amazon seller.

So in this guide, I’ll discuss what Amazon Brand Analytics is and how to use Amazon Brand Analytics to your advantage.

Let’s begin.

What is Amazon Brand Analytics?

Whatever industry you are in, only one thing holds true — Information is Key.

Multibillion-dollar brands such as Facebook and Google will do anything, sometimes even breach users’ privacy, just to get information from their customers.

While I do not condone this act, it is pretty understandable too. Sometimes, having control over information is the secret to raking in money faster.

And multi-billion-dollar businesses know that.

This is why Amazon Brand Analytics plays a significant role in the success of e-commerce sellers.

It provides crucial information that is taken directly from Amazon. And there is no better data source than Amazon itself.

According to Amazon Seller Central, Brand Analytics is an exclusive feature that contains essential insights to help empower brand owners.

In other words, you need to become a recognized Amazon brand before you can access this feature. Being a third-party seller won’t cut it.

To know the eligibility requirements for Amazon brands, you can check this article about Amazon Brand Registry.

When it comes to making informed and strategic decisions, having access to accurate data is crucial.

From advertising strategies to marketing efforts, accurate data can help you avoid critical mistakes.

Knowing your audience and how they respond to your brand is crucial.

Amazon Brand Analytics makes it easier for a brand owner to understand customer behavior and browsing patterns.

Through the Brand Analytics tool, brand owners can access essential reports such as:

  • Amazon Search Terms
  • Demographics
  • Item Comparison
  • Alternate Purchase
  • Market Basket Analysis
  • Repeat Purchase Behavior
  • Search Catalog Performance
  • Search Query Performance

If you want to know more about these individual features, keep reading this article.

We will be discussing them in the following sections, and I am sure you don’t want to miss out on the Amazon Brand Analytics tool.

Eligibility Facts For Amazon Brand Analytics

So, you opened your Seller Central account but didn’t see the Brand Analytics option on the menu.

Does that mean that you are not allowed to use this feature? Who determines access to the Brand Analytics tool?

If you don’t see the Brand Analytics option in your Seller Central account, it only means one thing — you might not be eligible to access this feature yet.

But how do you determine who can use the Amazon Brand Analytics tool?

Here are some eligibility facts that you need to know if you want to access the Amazon Brand Analytics:

  • Amazon Brand Analytics is only available to sellers who already own a brand.
  • The seller must not be a third-party seller and should be internal to the brand.
  • The Amazon Brand Registry should acknowledge the seller.
  • The brand owner must have an active registered trademark or a pending trademark registration.
  • The trademark for the brand must be in the form of an image-based mark (with words, letters, or numbers) or a text-based mark (with words)
  • Third-party resellers and distributors are not brand owners, even though they sell branded products.

Simply put, you cannot access this feature unless you own the brand on Amazon.

But how do you find Amazon Brand Analytics anyway?

Let’s head over to the next section to find out.

How To Find The Brand Analytics Tool

Now that we know what Amazon Brand Analytics is all about, the next question is: how do you find the Brand Analytics tool?

To find the Amazon Brand Analytics tool, you need to head to your Amazon Seller Central account.

Next, look for the Brands options. You can find this on the top menu bar of your Seller Central account.

Then, click on Brand Analytics.

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Once you click Brand Analytics, you will be redirected to another page.

This page is known as the Consumer Behaviors Dashboard (It is also known by its alternate name amazon Brand Analytics dashboard).

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On this page, you can access different Brand Analytics tools such as Amazon Search Terms, Repeat Purchase Behavior, Market Basket Analysis, Item Comparison and Alternates, Customer Purchase Behavior, and Demographics.

The Analytics brand dashboard provides valuable data insights and key metrics.

When it comes to making informed and strategic decisions, having access to accurate data is a huge deal.

Knowing your audience and how they respond to your brand is crucial.

It will help you make better decisions when it comes to marketing campaigns, retargeting ads, consumer buying behavior, and so much more.

In my opinion, the Brand Analytics tool provides the best information resource that Amazon sellers can utilize.

Access to the information and data provided by this tool is crucial to the success of any e-commerce seller.

If you are in a very competitive marketplace such as Amazon, this could spell the difference between failure and success.

The information from these tools will definitely give you an advantage over your competition, especially if you know how to use them wisely.

But what are the different Brand Analytics tools anyway? And how do you use them to get an advantage over your competition?

Let’s head over to the next section to find out.

Amazon Search Terms Report

The first tool in Brand Analytics is the Amazon Search Terms report.

Simply put, the Amazon Search Terms report lets brand owners know how customers find their products on Amazon.

Similarly, it also allows brand owners to see how customers find their competitor’s products.

Knowing the keywords and search terms that customers use to find your product detail page is crucial information that is vital to your success.

If you know what these keywords are, you can optimize your content around these search terms.

This, in turn, will let you rank high on Amazon’s search results.

Let us dig deep and learn more about the Amazon Search Terms report in the next section.

Search Terms

The first part of this tool is known as the Search Terms.

As its name suggests, Search Terms are the keyword terms that customers use to find your (or your competitor’s) products.

When trying to find out the search terms, you have two options: you can either enter keywords that are related to your niche, or you can enter the ASIN of the product.

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Let us test this tool out by using the search term “toys for dogs” as an example.

On the field named Search terms, I entered the keyword “toys for dogs”.

You can see below the result of using that search term.

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Different terms that are related to the initial search term “toys for dogs” are displayed by Amazon.

Aside from the initial search term “toys for dogs”, customers use these other keywords (such as dog toys for large dogs) to locate your products on Amazon.

You can also try entering a product’s ASIN on the search field to see the related keywords that customers use to find your product.

Here is an example where we used the ASIN (B0876PRL18) to find the Amazon search term report containing our keywords:

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As you can see from the Amazon search term report, the ASIN (B0876PRL18) ranks high for keywords such as:

  • Dog toys
  • Dog toys for large dogs
  • Dog toys for medium dogs
  • Large dog toys
  • Pet toys

This means that Amazon customers found the product listing connected to the ASIN (B0876PRL18) more frequently by entering these related search terms.

By optimizing your listings to target these keywords, you’ll get more traffic directed towards your product listings.

You can even hire an experienced Amazon copywriter to target these keywords and improve your organic rankings.

Search Frequency Rank

Search Frequency Rank (SFR) is the numeric rank of a search term’s popularity compared to all the other terms on a given time period.

Simply put, the lower the number of the Search Frequency Rank, the more popular a particular search term is to customers.

Is it hard to understand? Let me give you an example below.

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In our previous example, you can see that the keyword “dog toys” has a Search Frequency Rank of 183.

Meanwhile, the keyword “toys for dogs” has a Search Frequency Rank of 82,549.

So what does this mean?

Simple. More customers are using the keyword “dog toys” to find the product (B0876PRL18) compared to the keyword “toys for dogs”.

If you are the seller who owns the brand product (B0876PRL18), you’ll have more success if you target the keywords “dog toys”


Because people are searching for the keyword “dog toys” more frequently (as indicated by its lower Search Frequency Rank)

Click Share & Conversion Share

Click Share and Conversion Share indicate how good the clickthrough rates and conversion rates are for a given product.

Click Share determines the percentage of customers who clicked on the product after searching for a particular term.

Similarly, Conversion share determines the percentage of customers who bought the product after searching for a particular term.

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In our previous example, we used the search term “toys for dogs”.

The result shows a product called “Aipper Dog Puppy Toys, 18 Pack” on the first spot.

This means that when customers search for the keyword “toys for dogs”, 6.78% of them click on Aipper Dog Puppy Toys.

Meanwhile, 5.80% of customers buy Aipper Dog Puppy Toys after using the search term “toys for dogs

As a brand owner, knowing this information is crucial to the success of your marketing efforts.

If you can isolate the terms that provide the highest clicks and conversions for your products, you can use this information to improve your advertising campaigns.

Increasing your conversion rates and CTR might seem trivial. But they are crucial to the long-term success of your business.

Clicked ASIN

Clicked ASIN shows the top products that are clicked by customers after searching for a keyword term on Amazon.

It doesn’t always mean that the product that ranks #1 on Amazon’s search results is the #1 Clicked ASIN.

Sometimes, a product that ranks lower on the search results can have a higher Clickthrough Rate.

This is where the Clicked ASIN data comes in.

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As you can see from our example, the search term “dog toys for large dogs” have the ASIN

B0876PRL18 as its #1 Clicked ASIN.

The same ASIN (B0876PRL18) also ranks for the keyword “dog toys for medium dogs.”

This means that an ASIN can be the #1 Clicked ASIN for multiple search terms.

This information is great if you want to research the top competitors in your niche.

Amazon Brand Analytics returns the top 3 Clicked ASINs. This means that you can spy on your top 3 competitors.

Using this data, you can see who are ranking high for the search terms that you are targeting.

Product Title

This data is pretty much the same as the Clicked ASIN.

But instead of returning the ASIN, this data returns the Product Title of the top product for a given search term.

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Now that we have covered the Amazon Search Terms report, let us head over to the Market Basket Analysis tool.

Market Basket Analysis Report

The Market Basket Analysis report shows brand owners the other products that are most frequently purchased with their products.

As its name suggests, it works like a “market basket” where customers put all products in one place before making a purchase.

For brand owners, this information is essential because it can provide bundling and cross-marketing opportunities.

Let me give you an example.

Let’s say that I am selling apples, oranges, and grapes in my store.

If the Market Basket report tells me that 80% of customers who buy apples also buy grapes, how can I use this information to my advantage?

Simple. I can bundle the apples and grapes together!

With the lower bundle price, I can definitely sell more apples and grapes. At the same time, I can also make my customers happier!

This is why the Market Basket report is crucial information for brand owners.

Now let us see how the market share report works in the next section.

Purchased ASIN

As its name suggests, the Purchased ASIN is the product that is frequently bought by customers along with your brand.

In the example that I gave in the previous section, this could be considered the “grapes” to your “apples”.

Let’s look at the image below.

As you can see, the brand owner’s bestselling product, Perfect-Bound Notebook Amethyst (with ASIN B07QT758GH), is bought with the product named GAK, Spring Waterproof Notebook (with ASIN B09DXPS761)

The #1 Purchased ASIN, in this case, is B09DXPS761.

If you scroll and move toward the right, you’ll see that there is a new entry called the #2 Purchased ASIN (B003KJ6KNO).

The #2 Purchased ASIN is the second most popular product that is bought with the brand owner’s product.

Market Basket Analysis returns only the top 3 ASINs. This means you can only see up to the #3 Purchased ASIN for every brand product bought within the reporting range.

Purchased Title

The Purchased Title simply shows the title of the Purchased ASIN associated with your brand product.

As shown in our example below, the product GAK. Spring Notebook Waterproof Notebook is the #1 Purchased Title alongside the brand owner’s product, Perfect-Bound Notebook, Amethyst Stone Paper.

Just like all the other Amazon Brand Analytics reports we have shown so far, the Purchased Title also shows only the top 3 entries.

Combination %

This number might be confusing at first, but it’s actually easy to understand.

The Combination % is the percentage of orders that contain both the brand owner’s product and the competitor’s most purchased product.

This percentage is in comparison to the total number of orders containing at least two different products, including the brand owner’s listed product.

You don’t have to think too much about this number.

It only means one thing. The higher the Combination %, the more frequently your products are bought together with the listed product.

This means that you can cross-market your products with the other competitor products listed in the Market Basket Analysis report.

Item Comparison And Alternate Purchase Behavior

Do you want to know the other products that customers view in comparison with yours?

Then the Item Comparison and Alternate Purchase Behavior report contains the information you are looking for.

The Item Comparison and Alternate Purchase Report shows the competitors’ products that Amazon customers frequently viewed and bought on the same day as your products.

Before making a purchase, customers often compare multiple products to see which one fits their needs.

If your brand is compared by customers with other products before making a purchase, the Item Comparison and Alternative Purchase Behavior report will let you know about it.

This is extremely helpful as a brand owner.


Because it allows you to see directly competing products.

This information helps you make better-informed marketing strategies and advertising decisions.

If you are interested about how it works, let’s learn more about these fields below.

Compared Asin

As discussed in the previous section, the Item Comparison report shows the products that customers compare alongside yours.

There are different information displayed in the Item Comparison report, and Compared ASIN is one of them.

Compared ASIN is the competitor ASIN that is most frequently compared with your products.

Whenever a customer browses your product listing and compares your product with another competitor, the Item Comparison report will return this data.

In the image example above, the ASIN that is most frequently compared with the brand owner’s product, Wire-Bound Notebook, Azure Gradient (with ASIN B08C9W75VV), is B07QT758GH.

Clicking on the ASIN will give you more details about the product.

Now you’ll have more information about the most frequently compared product.

NOTE: The Compared ASIN is not only limited to your competitor’s ASIN. It can also be one of your own products.

Compared %

The Compared % shows the percentage of times that another product was viewed by customers the same day they viewed your products.

The bigger the Compared Percentage, the more frequently that a product was viewed by Amazon customers alongside yours.

Purchased ASIN

Similar to the Compared ASIN, the alternate purchase report can also be accessed within the same page.

In the Alternate Purchase Behavior, you will find the data field known as Purchased ASIN.

The Purchased ASIN is the product most frequently bought by Amazon customers after viewing your product.

If a customer views your product, compares it to another ASIN, and decides to purchase that product instead, the Alternate Purchase Behavior report will show this data through the Purchased ASIN field.

Purchased %

Let’s say that a customer views your product.

After viewing your product, the customer heads over to another ASIN and compares your product with it.

If the customer decides to purchase that product instead of yours, the Purchased % data field will return this information.

The Purchased Percentage field contains the percentage of customer orders that contained the Purchased ASIN.

This data is in comparison to the total number of alternative product orders.

I know, these numbers can really drive you crazy sometimes!

But you don’t have to worry too much about these numbers.

All you need to know is this: the higher the Purchased %, the more likely a customer is going to purchase the alternative product after viewing your product.

Understanding this customer purchase behavior can help you improve your products and optimize your product listings.


Knowing your customers is crucial to the success of your Amazon business.

If you know who your customers are, where to find them, and how to reach them, you’ll be able to improve your marketing and advertising strategies.

This is where the Demographics Report comes in.

The Demographics report shows the aggregate breakdown of sales of a Brand owner’s ASINs by customer age, household income, education, gender, and marital status.

The Demographics report shows your products that are associated and successfully registered with the Brand Registry.

Additionally, only the products that have at least 100 or more unique customers within the given time period will show up in the Demographics report.

Simply put, this report is great if you want to find the smallest details about your target audience.

You might not realize it yet, but knowing the age, household income, education, and gender of your customers is a game-changer.

For example, did you know that males between 24 to 54 years of age purchase chess products more than females of the same age bracket?

Knowing this information, you can focus your marketing efforts on targeting males between the ages 24 to 54 using Amazon PPC Campaigns.

This is just one example of how you can use the Demographics report to your advantage.

Repeat Purchase Behavior Report

Do you want to know how many of your customers are repeat customers? And do you want to know which among your products are repeatedly bought by people?

Then the Repeat Purchase Behavior report is the one you should pay attention to.

The Repeat Purchases report lets brand owners know the number of orders received for each of their products.

It also shows the number of unique customers who placed the orders as well as the % of customers who made a repeat order.

By comparing the number of orders alongside the number of unique customers, you can quickly identify which among your products have been ordered more than once by a customer.

So how can you use this information to your advantage?


The more repeat purchases a product has, the more customer loyalty it generates for your brand.

If your product has a high percentage of repeat customers, it means that customers are in love with your product.

You can use this information to aggressively promote your most successful Repeat Purchase Products in your Amazon Storefront.

This, in turn, will help you generate more sales.

Benefits Of The Amazon Brand Analytics Tool

By now, you should already know the benefits of the Amazon Brand Analytics Tool.

The information that it provides to brand owners is such a game-changer — it can be the difference between failure and success.

Let’s discuss some of the most important benefits of using the Brand Analytics tool below.

It Helps With Keyword Research

This is probably one of the most obvious benefits of using the Brand Analytics tool.

Keyword research is an important task for many Amazon Sellers.

Knowing the search terms that customers use to find your product, and how frequently they use these keywords, is a game-changer.

It allows you to make informed decisions on your marketing strategies, as well as your PPC advertising campaigns.

You can also optimize your listings using the keyword suggestions from Amazon Brand Analytics.

This, in turn, will help you improve your organic rankings.

It Helps You Improve Your Marketing Strategies

Marketing to Amazon customers isn’t easy.

But with the help of the valuable insights provided by the Brand Analytics tool, you can effectively improvise your marketing strategies.

And all of these can be done without having to spend a lot of money!

For example, you can use the Repeat Purchase Behavior report to find out which of your products generate repeat purchases from customers.

Once you know what products generate a high percentage of repeat orders, you can aggressively push these products in front of your customers using paid Amazon PPC campaigns.

It Helps You Understand Your Audience Better

There is no “one size fits all” strategy when it comes to selling on Amazon.

You have to know who your customers are if you don’t want to waste money trying to reach an audience that doesn’t convert well.

This is where Amazon retail analytics comes in.

Through the Demographics report, you can see the age, gender, household income, and education level of your most profitable customers.

As a brand owner, you can now accurately target these customers in order to generate more sales for your Amazon store.

By combining these different sets of tools, you can leverage Amazon Brand Analytics to improve your marketing and advertising strategies.

Amazon Brand Analytics Terms & Conditions

Like everything that Amazon owns, there are certain Terms and Conditions that you need to adhere to if you want to use the Amazon Brand Analytics (ABA) tool.

If you don’t want to lose access to this awesome tool, you should never break the terms and conditions imposed by Amazon.

Let’s discuss some of these conditions below.

Access to Information

By using this tool, you are giving Amazon access to information related to your brand’s products. You also give Amazon access to your sales data and other information.

Amazon has the right to use this information however it wants to.

Ownership and Usage Rights

As stated in the previous section, you are giving Amazon the right to use your information by signing up for ABA.

While Amazon owns the rights to all of the information, they also grant you a revocable, non-exclusive, and limited access to use ABA.

Of course, it goes without saying that you can only use this for internal business purposes. You cannot sell the access or license to use ABA.


Most of the information provided by Amazon in this tool is free.As such, Amazon expects you to keep the information confidential unless otherwise stated.

Amazon only allows the use of the ABA tool for “permitted business purposes.”

If they think that you are abusing the use of the ABA tool, they reserve the right to take actionable measures on your account.

FAQ – Frequently Asked Questions

Is Amazon Brand Analytics Free?

Absolutely. Amazon Brand Analytics is free to use, provided that you are eligible and you meet the criteria to use the tool (as defined by the Amazon Brand Registry)

Who Can Use Amazon Brand Analytics?

ABA can be used by brand owners who have their products registered with the Amazon Brand Registry.

If you are a third-party reseller or a distributor, you are not considered a brand owner. Thus, you cannot use this feature.

Which Products Show Up In The Report?

The ABA reports will include all of the products that the brand owner has registered within the Amazon Brand Registry.

The ASINs from competitors who are associated with the brand owner’s registered products will also show up in the ABA reports.

Final Words

Amazon Brand Analytics provides the most important insights to help brand owners make strategic, data-driven decisions for their stores.

If you are serious in taking your business to the next level, maximizing the information provided by this tool should be at the top of your list.

Information provided by tools such as the Demographics and Market Basket Analysis can help sellers improve their advertising campaigns and marketing strategies.

By helping brand owners make strategic decisions based on data-driven information, Amazon hopes to further increase the revenues of its selling partners.

This, I believe, is the reason why Amazon created the Brand Analytics tool.


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