Amazon Brand Analytics is a set of reports available to Brand Registry sellers, showing what
shoppers searched, what they clicked, and what they bought, including when they bought from somebody
else. It is free, it is genuinely good, and in our experience most brands that have access barely open it.
The single most valuable report is Search Query Performance, because it shows your funnel per search
term: impressions, clicks, add-to-carts, and purchases, with your share of each. That last part is what
no other tool gives you. You can see the exact keyword where shoppers see you, click you, and then buy
a competitor.
That is a diagnosis rather than a metric. Everything else in Brand Analytics is useful. This is the one that changes decisions, and in my experience it is the one nobody has opened.
Getting access
You need Amazon Brand Registry, and you need to be the brand owner or an authorized user with
analytics permissions. It sits under the Brands menu in Seller Central.
If access is the blocker, our guide to
Amazon Brand Registry covers what enrollment requires,
and the usual obstacle is a registered trademark rather than the application.
Search Query Performance, and how to read it
The report worth learning properly, so it deserves the detail.
For each search query it shows the funnel and your brand’s share at every stage. The pattern of where
your share drops is the whole diagnosis:
High impression share, low click share. Shoppers see you and do not click. That is a main image,
title, price, or review-count problem, in roughly that order of likelihood. Nothing further down the
funnel matters until this is fixed.
High click share, low cart share. They clicked and did not add. That is a detail page problem:
bullets, A+ Content, images beyond the first, or a specification they came looking for and did not find.
Our guide to A+ Content sizes covers the production side.
High cart share, low purchase share. They added and did not buy. Usually price, delivery speed, or
the buy box. Frequently the most fixable of the three and the least often looked at.
Low impression share overall. You are not showing up. That is a keyword coverage or advertising
problem rather than a listing one, and our guide to
Amazon PPC campaign structure covers the fix.
I’d work that diagnosis before any optimization spend. In our experience most listing work is bought
without knowing which of those four is actually happening, which means three quarters of it is aimed at
the wrong stage.
A worked example of the diagnosis
Abstract advice is easy to nod at and hard to apply, so here is the shape of it with numbers.
Say a term shows 40,000 impressions in the period. Your impression share is 25%, so you appeared on
roughly 10,000 of them. Your click share is 8%. Your cart share is 7%. Your purchase share is 4%.
Read the drops rather than the levels. Impression share 25% down to click share 8% is the big fall,
and everything after it is comparatively stable. That says shoppers are seeing you in the results and
choosing somebody else before they ever reach your page.
So the work is on the search result itself: main image, title, price, review count, and whether a badge
or a delivery promise is missing. Rewriting your bullets would achieve nothing here, because nobody
is getting far enough to read them. In our experience that is exactly what gets commissioned.
Now change one number. Same term, click share 22%, cart share 20%, purchase share 6%. The fall is at the
end. That is price, delivery, or buy box, and no amount of image work fixes it.
Same report, same product, opposite jobs. I’d run this read before authorizing any listing spend,
because it costs 10 minutes and it decides where the money goes.
Two habits that make the reports useful
Write down what you concluded, with the date. Share metrics move because competitors move, so next
month’s figure only means something against a note explaining what you thought last month. Without that,
you are reacting to noise.
Compare like periods. Seasonal products shift share for reasons that have nothing to do with your listing. A Q4 figure against a Q3 one tells you about the calendar rather than about your work, and I’d not draw a conclusion from it.
When I have seen brands get real value from Brand Analytics, it came from a boring monthly habit rather
than from a deep one-off analysis. The reports reward consistency.
Top Search Terms
Shows the most searched terms in a marketplace, alongside the top clicked ASINs for each one and their click and conversion shares, which together tell you who is actually winning a query rather than who appears to be winning it from the outside. Useful. Also frequently misread as a volume tool, which it is not.
What it is genuinely good for: finding terms where a competitor takes a large share, and spotting
demand you are not covering at all. What it is not: a keyword research tool with volume figures.
There are no absolute volumes here, only relative positions.
Two uses that pay. Check which ASINs win your main terms and look at what they do differently, which
is a more honest competitive analysis than reading their bullets. And watch for a term where the top
ASINs are all weak, because that is an opening.
Repeat Purchase Behavior
Shows how many of your orders come from returning customers rather than new ones.
Undervalued, and I’d argue the most strategic report in the set. A product with high repeat purchase is a
different business from one without: acquisition cost amortizes, lifetime value is real, and advertising
you would reject on first-order economics becomes sensible.
I’d look at this before deciding an ACoS target. A consumable with strong repeat behavior can justify
losing money on the first sale. A one-off purchase cannot, and treating them identically is a common
and expensive mistake.
Market Basket and demographics
Two more reports, both interesting and neither decisive.
Market Basket shows what customers bought alongside your product. Useful for bundle ideas and for product targeting in advertising, and I’d treat it as an idea generator rather than a plan. In my experience it produces one good idea a quarter rather than a
steady stream.
Demographics, where available, shows aggregate age, income, education, and household data for your
buyers. Worth a look when it contradicts your assumption about who buys from you. When I have checked, it occasionally did. Not worth building a strategy on, because the sample and the granularity are both limited.
A workflow that fits in an hour a month
The reports reward routine more than exploration.
- Open Search Query Performance and filter to your top 20 terms by impressions.
- For each, identify which funnel stage loses share. Write it down. One line per term.
- Group the terms by problem, not by product. You will usually find one or two systemic issues
rather than twenty individual ones. - Fix the largest group first. If eight of your top terms show a click-share problem, you have an
image or price issue across the range, not eight listing problems. - Check Repeat Purchase Behavior quarterly and adjust your advertising tolerance accordingly.
- Skim Top Search Terms for gaps, monthly at most.
Two cautions. The data lags, so do not diagnose last week from it. And share metrics move when
competitors change, not only when you do, so a falling share is not automatically something you broke.
What Brand Analytics will not tell you
Worth being clear, because the reports invite over-reading.
No absolute search volumes. Only shares and ranks.
No profit. It shows purchases, not margin, which I’d call its most consequential limitation, so a term that converts brilliantly can still be losing
money once fees and advertising are counted. Pair it with profit-level reporting, which our guide to
Amazon Accelerate highlights covers as one of
the more useful recent additions.
No causation. A share drop tells you something changed. Not what. That part is your job, and in our experience it is the part people want the report to do for them.
Nothing about products you do not own. It is brand analytics, not category analytics.
If you would rather have this read monthly and acted on than opened occasionally, that sits inside our
account management service. We are an
Amazon Ads partner and an Amazon SPN Verified Partner.
FAQ
What is Amazon Brand Analytics?
A free set of reports for Brand Registry sellers showing what shoppers searched, clicked, and bought,
including when they bought from a competitor. It sits under the Brands menu in Seller Central and
requires brand owner or authorized analytics access.
Which Brand Analytics report is most useful?
Search Query Performance, because it shows your funnel per search term with your share at each stage.
The stage where your share drops tells you whether the problem is your main image, your detail page,
your price, or your visibility.
What does low click share with high impression share mean?
Shoppers are seeing you and not clicking, which points to your main image, title, price, or review count,
roughly in that order of likelihood. Nothing further down the funnel is worth fixing until that is
resolved.
Does Amazon Brand Analytics show search volume?
No. It shows relative shares and ranks rather than absolute volumes, so it is a diagnostic tool rather
than a keyword volume source. Treat published volume figures from other tools as estimates regardless.
Why does Repeat Purchase Behavior matter?
Because it changes what advertising economics you can accept. A consumable with strong repeat purchase
can justify losing money on the first sale, while a one-off purchase cannot. Treating both the same way
is a common and expensive mistake.
Do I need Brand Registry for Brand Analytics?
Yes. Access requires Amazon Brand Registry and brand owner or authorized user permissions, which usually
means holding a registered trademark. Resellers cannot access it.
Last updated: August 31, 2026. Amazon Brand Analytics report names, available metrics, access
requirements, and data lag change over time, and availability differs by marketplace. Seller Central
carries what is enabled for your account.
