Take Advantage of Amazon Brand Analytics

Curious about your brand’s repeat purchase rate? Wondering what your click share is for a key search term? Interested in looking at your shoppers’ demographic data over the last year?

You may be surprised to know all of this information is available for free to Amazon Brand Registry sellers through Amazon Brand Analytics. This dashboard of powerful analytics reports can be accessed directly in Seller Central in most Amazon locales.

Amazon Brand Analytics was designed to provide valuable insights into your products, competitors, and customer behavior. With a quick orientation, you can learn how to extract more value from your Amazon selling account and boost your business. In this blog, we’ll outline the key features of Brand Analytics reports and how they can benefit brands of any size.

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What is Amazon Brand Analytics?

Amazon Brand Analytics is an included perk of the Amazon Brand Registry that has existed since 2019. Now fully integrated into Seller Central, these reporting tools allow sellers to isolate and examine purchase, search, and demographic behavior for their customers (and potential customers) both historically and in real time.

While many features of the Brand Registry are about brand protection, Brand Analytics exists to provide sellers with a wealth of data to improve their product detail pages, enhance the customer experience, and (hopefully) increase conversion.

How to Access Amazon Brand Analytics

In order to use Brand Analytics, you must be enrolled in the Brand Registry. This designation is only available to Professional Sellers with an active, registered trademark. Once you are Brand Registry-approved, log in to Seller Central and navigate to Brands > Brand Analytics. This takes you to all of the dashboards available through the tool, which include a variety of customizable reports and market insights for your brand and Amazon site-wide.

Brand Analytics Reports and Tools

There are several main reports and options for Brand Analytics, including some cool options to remarket directly to your existing customers and reactivate “hibernating” customers.

Customer Loyalty Analytics

This dashboard provides insight into the level of loyalty customers have with your brand. The Customer Segments report measures and defines your customers. Toggle the available options to engage with different segments or look at an overall brand view.

Example Customer Segment report view from Amazon Brand Analytics.

The Customer Loyalty area also includes insights and recommendations. Through this section, you can run promotions for specific products and create granular audiences based on products customers show interest in.

(The ability to create promotions directly to customer segments is one of the best features of Brand Analytics. This may or may not be available to your brand.)

For example, you can not only see how many customers have abandoned your product in their cart, but you could send a promotional offer to customers who have your products in their cart but who haven’t ever checked out. You can also use this report to unlock access to new audiences such as in-market customers and complementary products remarketing to help you reach potential customers beyond your brand across Amazon.

Search Analytics

Search Analytics is a dropdown that encompasses Search Catalog Performance, Search Query Performance, and Top Search Terms.

Example Search Terms report view from Amazon Brand Analytics.

Search Catalog Performance shows how customers interact with your brand's products throughout the search shopping journey (keep in mind, this is how most customers shop on Amazon). It includes search engagement metrics such as impressions, clicks, cart adds, and purchases to better understand your sales funnel.
Search Query Performance lists the top queries that led customers to your brand's products. It includes overall query performance, such as impressions, clicks, cart adds, and purchases for each query, and your brand's share of that performance. This can be especially useful for delving into competitors.
Top Search Terms provides visibility to the top search terms for a particular time frame ranked by search frequency. It shows the top 3 corresponding top 3 clicked products, top 3 clicked categories and top 3 clicked brands for each search term.

Digging into keywords and search terms can be very beneficial to all sellers. Use this SEO help for surfacing your products in Amazon’s algorithm or integrate what you learn into Amazon Ads. All of this data is available for your brand, but the tool also shows Amazon-wide data, making it valuable for competitor research, new product development, and more. For example, you can see what your conversion share is on a competitor’s search term, which may be the exact ASIN you need to target with Sponsored Product ads. This can also be customized to a specific timeframe or reporting range, making the data extra helpful for you as a brand owner going into peak sales periods such as Prime Day.

Free Download: Amazon Search Term Report Analysis Template

Customer Behavior Analytics

The Customer Behavior Analytics dropdown includes Repeat Purchase Behavior, Demographics, and Market Basket Analysis.

Repeat Purchase Behavior allows you to analyze customer retention and repeat purchase patterns by brand or ASIN.

Demographics connect with your target audience more effectively or identify customization opportunities with customer demographics insights. Note that brands, categories, or ASINs need to have 100 or more unique customers in the selected time range to be included in the analysis.

Lastly, Market Basket Analysis provides insights on the products that are most frequently purchased together, uncovering insights on effective bundling and cross-sell opportunities based on your customers’ buying patterns.

These reports can lead to interesting marketing ideas. For example, if your product is frequently purchased with something complementary that you didn’t expect, this could help drive your detail page content or even what types of terms you bid on for advertising. Demographics may be surprising and can also help with marketing and pricing decisions. Again, because brands can look at these reports by specific dates, this is particularly useful for analyzing peak period sales, like Black Friday, and planning for upcoming events or promotions.

The Benefits of Brand Analytics

Brand Analytics allows you to dive in and analyze a brand or business with detailed reports on customer behavior, loyalty, and search info. Sellers should take advantage of this first-party marketplace data, which is valuable and detailed. But many sellers may not even be aware Amazon Brand Analytics exists and is available to them in Seller Central.

Businesses can use this data to increase customer retention, optimize their listings, create targeted marketing opportunities, and make improvements to future business plans. In addition, because Amazon provides so much marketplace-wide data, this not only influences your existing SKUs, but can also help with locale expansion, new product research, and other data-driven decisions that go beyond the day-to-day.

Getting the Most from Brand Analytics

Whether you’re an established brand or just starting on Seller Central, harnessing the power of Brand Analytics can lead to smarter decisions and a stronger presence on Amazon. Understandably, the sheer amount of data provided by Amazon can be overwhelming. How often you run and evaluate these reports may depend on your resources and business goals.

Those looking to squeeze the most value from their accounts will certainly be interested in integrating these reports into more basic ones, like daily sales metrics found in the Reporting tab of Seller Central. If you are overwhelmed by Brand Registry tools, including Brand Stores, IP protections, or Brand Analytics, reach out for assistance from eCommerce Nurse, a full-service Amazon agency. In the meantime, be sure to explore all the Brand Analytics reports offer and uncover a wealth of insights about your brand.