Glossary

Amazon Brand Analytics

Last updated: March 17, 2026

Brand Analytics defined: The brand analytics tool

Amazon Brand Analytics (ABA) is a free analytics tool in Seller Central, available exclusively to brand owners. It delivers deep insights into customer behavior, search trends, and competitive performance.

With Brand Analytics you can make data-driven decisions about your product portfolio, marketing, and advertising activities. According to studies, brands that actively use Brand Analytics achieve 15-20% more traffic, higher conversion rates, and increased revenue.

How to get access to Brand Analytics

Brand Analytics is available exclusively to brand owners who are enrolled in the Amazon Brand Registry. A registered trademark is a prerequisite.

How to find Brand Analytics:

1. Sign in to Seller Central
2. Go to “Brands” → “Brand Analytics”
3. Alternatively: “Reports” → “Brand Analytics”

If you don't have access even though your brand is registered: Go to “Brands” → “Manage selling benefits” and enable access to Brand Analytics.

The most important reports at a glance

Brand Analytics comprises several specialized reports:

Search Terms Report

Shows the most-searched keywords on Amazon with their search frequency rank and the top 3 clicked ASINs per search term. The most important report for keyword research.

Search Query Performance

A detailed analysis of your own performance for specific search terms – from impressions to clicks to purchases. Shows the entire conversion funnel.

Market Basket Analysis

Which products do customers frequently buy together with yours? Perfect for cross-selling and bundle ideas.

Repeat Purchase Behavior

How often do customers buy from you again? Analyze repeat purchases and identify loyal customer segments.

Demographics

Demographic data about your buyers: age, gender, household income, and education level. Helps with audience analysis.

Customer Loyalty Analytics

A customer loyalty dashboard: shows how your customers' loyalty develops over time.

Search Terms Report: A keyword gold mine

The Search Terms Report is the centerpiece of Brand Analytics. It shows you the most relevant search terms on Amazon – either for the entire marketplace or filtered by category.

What you see in the report:

Search frequency rank: the lower it is, the more often the term is searched (rank 1 = most searched)
Top 3 clicked ASINs: which products are clicked most often
Click share: the percentage share of clicks per ASIN
Conversion share: the percentage share of purchases per ASIN

Important: The report does not show an absolute search volume figure, but a relative rank. A search frequency rank of 1,000 does not mean 1,000 searches – it means the term is the 1,000th most-searched.

Practical application: How to use the data

Brand Analytics provides valuable insights for various areas of your Amazon business:

Keyword optimization

Find highly relevant keywords for titles, backend keywords, and PPC campaigns. Prioritize keywords with a high search frequency rank and low competition.

Competitive analysis

Identify your top competitors via the most-clicked ASINs. Analyze their strengths and find gaps in the market.

Product development

Use search trends and Market Basket Analysis to develop new product ideas or improve existing products.

Advertising campaigns

Optimize targeting for Sponsored Products and other ad formats based on real search data.

Cross-selling

Create bundles or promote complementary products based on the Market Basket report.

Frequently asked questions (FAQ)

Is Brand Analytics free?

Yes, Brand Analytics is completely free for all sellers who are enrolled in the Amazon Brand Registry. There are no additional fees.

How up to date is the data in Brand Analytics?

Most reports are updated weekly. You can choose different time frames: weekly, monthly, or quarterly. The data typically has a lag of about one week.

Can I export the data?

Yes, all reports can be exported as a CSV or Excel file. This enables deeper analysis in external tools and the combination with other data sources.

What is the difference from the Search Term Report in the Advertising Console?

The Search Term Report from the Advertising Console only shows search terms that led to clicks on your ads. Brand Analytics, by contrast, shows all top search terms on Amazon – regardless of whether you advertise for them.

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