Amazon Brand Analytics is a tool for Amazon Brand Registry members, also called Brand Owners. With Amazon Brand Analytics, sellers can access insightful reports and data to make decisions while selling on Amazon.

From this article, you will get to know how Amazon Brand Analytics helps to grow your business.


If you want to use Amazon Brand Analytics, you must meet the following requirements:

You need to be a Brand owner

You must be an Amazon Brand Registry member

Responsible for selling that brand on Amazon

Registered trademark

You can start using Amazon Brand Analytics by following these steps:

Log in to your Amazon Seller Central or Amazon Vendor Central account

Click “Reports” from the main navigation menu

Select “Brand Analytics” from the dropdown menu

By clicking “Brand Analytics,” you can able to view the reports from Amazon Brand analytics.


Within Amazon Brand Analytics, you’ll find five reports:


Amazon Search Terms reveal how shoppers found your products by displaying the search terms that led consumers to your product listings. This report also highlights the clicks and conversions your product earned for specific search terms.

Search terms: The search term that people used to find your product.

Search frequency rank: A search term’s popularity compared to other search terms.

Click share: No. of times Amazon shoppers clicked on a specific product by using a particular search term compared to the total number of times Amazon shoppers clicked on any product by using that search term.

Conversion share: No. of times Amazon shoppers purchased a specific product using a particular search term compared to the total number of times Amazon shoppers bought any product using that search term.

Use Amazon Search Terms to:

Learn which keywords drive more sales.

Determine which keywords generate more clicks for a product.

Integrate new keywords to target Amazon product listing.


Repeat Purchase Behavior provides valuable insight into repeat purchases of your product.

Orders: The total number of orders, both first-time and repeat.

Unique customers: The total number of unique customers, both first-time and repeat.

Repeat customers: The percentage of repeat customers, based on the number of unique customers.

Repeat purchase ordered product sales: The percentage of sales that came from repeat purchases. Amazon also expresses this number as a monetary value so you can quickly calculate the financial impact of repeat purchases.

Take advantage of the Repeat Purchase Behavior report to:

Learn which products drive the most repeat purchases.

Strategize how to generate more repeated purchases.

Amazon re-marketing ads offer an excellent way to drive repeat purchases of your products.


Market Basket Analysis shows what are the other products that shoppers buy with your products.

The data you can view in the Market Basket Analysis report for a given product and period include:

Product ASIN: The ASIN of the product bought most often with your product.

Product title: The title of the product most often bought with your product.

Combination rate: The percentage of orders that include your product, plus the other product.

With the Market Basket Analysis report you can:

Identify opportunities to launch a new product.

Update ad targeting to include the products most often purchased.

Determine which products to bundle together.

By targeting the products that people most often buy with yours, you can drive more sales and generate a higher return on ad spend (ROAS).


Item Comparison and Alternate Purchase Behavior reveals the top three products shoppers compared and purchased, instead of yours. The report also shares how often they compared your product with those top three products.

Compared ASIN: The ASIN of the compared product.

Compared product title: The title of the compared product.

Compared percentage: The percentage of times that product got compared to yours.

Purchased ASIN: The ASIN of the product purchased over yours.

Purchased product title: The title of the product got clicked over yours.

Purchased percentage: The percentage of times that product got purchased over yours.

By viewing those reports you can able to:

Find competing products

Build ad campaigns to compete

Improve your product listing descriptions


The Demographics report in Amazon Brand Analytics helps your business understand who purchases your products by sharing demographic data, like age, gender, education, marital status, and household income.

Use the Demographics report to:

Improve your buyer persona

Upgrade your ad targeting settings

Inform your future product developments

View the Demographics report by quarter. A quarterly period will provide you with more data and help you compile more actionable takeaways when it comes to your ad targeting and buyer personas.


I hope we’ve helped you to understand the Amazon Brand Analytics reports better and how they benefit you to improve your branding.

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