Key Takeaways
- 8+ Dashboards: Amazon Brand Analytics includes 6 core reports plus Customer Loyalty Analytics and Custom Analytics -- all free for Brand Registry owners.
- Search Query Performance (SQP): The top 1,000 search queries with impression, click, and purchase share -- the most powerful keyword tool for brand owners.
- Cross-Selling Potential: Market Basket Analysis reveals the top 3 co-purchased products -- sellers report up to 15% revenue increase through targeted bundles.
- Customer Segmentation: Customer Loyalty Analytics uses RFM segmentation (Top Tier, Promising, At Risk, Hibernating) to target repeat customers effectively.
- Requirement: Access requires active Amazon Brand Registry -- see our guide here.
Amazon Brand Analytics (ABA) is one of the most powerful yet underutilized tools Amazon provides to brand owners at no cost. While many sellers spend hundreds of euros per month on third-party keyword and market research tools, ABA delivers first-party data straight from Amazon -- data that no external tool can match in quality or accuracy.
In this comprehensive guide, we explain every single report, share practical use cases, and show you how to translate insights into measurable optimizations. A solid keyword research strategy forms the foundation for effective ABA usage.
Prerequisites and Access
Amazon Brand Analytics is exclusively available to sellers and vendors with an active Amazon Brand Registry. Registration requires a registered trademark (word mark or combined word/device mark) and typically takes 2-4 weeks. Without Brand Registry, you cannot access ABA -- find a detailed step-by-step walkthrough in our Brand Registry Guide.
You can find ABA in Seller Central under Brands > Brand Analytics. Reports are broken down into weekly, monthly, and quarterly time periods. Important: Data updates with an approximate 3-5 day delay, so it is not available in real time.
1. Search Query Performance (SQP) Report
The SQP Report is the centerpiece of ABA. It shows your brand's performance for the top 1,000 search queries. For each query, you see:
- Impression Share: How often your product was shown for this search term (as a percentage of all impressions)
- Click Share: How many clicks your product received relative to all clicks on this query
- Purchase Share: Your share of actual purchases generated through this search query
- Cart Add Share: How often your product was added to cart from this search query
Pro tip: Compare Click Share and Purchase Share. If your Click Share is high but Purchase Share is low, that signals a conversion issue (price, reviews, listing quality). If Click Share is low with good Purchase Share, you lack visibility -- targeted PPC campaigns can help.
2. Search Catalog Performance Report
While the SQP Report works at the search-query level, the Search Catalog Performance Report shows metrics at the ASIN level:
- Click-Through Rate (CTR): Percentage of impressions that result in a click
- Cart Adds: How often a specific product was added to cart
- Conversion Rate: Ratio of purchases to clicks per ASIN
- Total Impressions: Overall visibility per product
This report is particularly valuable for identifying weak ASINs. Products with many impressions but low CTR need better main images or titles. Products with high CTR but low conversion require optimization on the product detail page itself.
3. Top Search Terms Report
The Top Search Terms Report displays the most popular search terms on Amazon along with the Search Frequency Rank (SFR). The lower the rank, the more frequently the term is searched. For each search term, you see the top 3 most-clicked ASINs with their respective click and conversion share.
Strategic use: Identify search terms where your product is among the top 3 clicked ASINs but not in first place. Targeted PPC investment here can improve organic positioning. You can also discover search terms where no competitor is dominant -- these niches are especially valuable.
4. Market Basket Analysis
Market Basket Analysis shows you the three products most frequently purchased together with your product. Amazon analyzes actual shopping cart data -- information that is not available through any external tool.
- Bundle Creation: Combine your main product with top co-purchased items into an attractive bundle
- Cross-Selling via PPC: Run Sponsored Products or Sponsored Display ads on detail pages of companion products
- Product Line Expansion: If customers regularly order accessories from other brands alongside yours, there is an opportunity for your own product development
Sellers report an average revenue increase of approximately 15% after implementing targeted cross-selling strategies based on Market Basket Analysis data.
5. Item Comparison and Repeat Purchase Reports
The Item Comparison Report shows the five products most frequently compared with yours within a 24-hour window. This is invaluable for competitive analysis -- you see exactly which products your potential customers consider as alternatives.
The Repeat Purchase Behavior Report splits your customers into first-time buyers and repeat purchasers. Products with a repeat purchase rate above 25% are ideal candidates for Subscribe & Save enrollment. The Demographics Report (US only, requires 100+ unique customers) adds age, income, education, and gender insights.
6. Customer Loyalty Analytics
Customer Loyalty Analytics is one of the newest features. It uses RFM segmentation (Recency, Frequency, Monetary Value) to divide your customers into four primary segments:
- Top Tier: Your most valuable customers -- frequent purchases, high order value, recent activity
- Promising: Customers with potential -- good purchase frequency but not yet in the top segment
- At Risk: Previously active customers whose purchase activity is declining -- action needed
- Hibernating: Customers who have not purchased in a long time -- reactivation required
Use these segments to develop targeted strategies: retain Top Tier customers with exclusive offers, win back At Risk customers with promotional deals, and re-engage Hibernating customers through new product launches.
Data Export and Advanced Analysis
All ABA reports can be exported as CSV files and processed in tools like Excel, Google Sheets, or business intelligence platforms. For advanced analysis, we recommend exporting data weekly and tracking trends over longer time periods.
The combination of ABA data with PPC data from the Advertising Console is especially powerful. You can match SQP data against campaign performance and concentrate your ad budget on the most profitable search terms.