Overview

Amazon has upgraded Brand Analytics in Seller Central to let brand‑registered sellers download the data behind the Search Query Performance and Search Funnel dashboards. The new export capability went live in early 2024 and offers four distinct report formats. Sellers can now pull raw numbers on how shoppers discover and buy their products, which opens the door to deeper analysis and cross‑tool reporting.

Key Points

• Export availability — Both the Search Query Performance and Search Funnel dashboards now feature a download button, letting users pull data directly from the web UI.
• Four report types — Sellers can choose Current View, Full View, Amazon’s Choice Badge Data, or Funnel Outliers Data, each tailored to a different analysis need.
• Current View captures filters — The export mirrors exactly what is displayed on the screen, preserving any date range, brand filter, or column selection applied by the user.
• Full View provides the whole set — This option ignores on‑screen filters and returns every query for the selected brand and date range, useful for comprehensive brand‑level studies.
• Amazon’s Choice badge tracking — A dedicated export splits monthly query performance into badge‑bearing and non‑badge results, delivering click‑through, add‑to‑cart, and purchase metrics for each group.
• Funnel Outliers highlight extremes — The outlier report automatically flags the top‑ and bottom‑performing search terms based on funnel conversion rates, helping sellers pinpoint opportunities and problem areas.

How to Download Brand Analytics Data

1. Navigate to Brand Analytics — Log into Seller Central, open the Brands tab, and select Brand Analytics.
   Example: A seller with the “EcoGear” brand clicks the Brands menu, then chooses Brand Analytics to reach the analytics hub.

2. Pick a dashboard — Choose either Search Query Performance or depending on whether you need raw query metrics or funnel‑stage breakdowns.