Overview

Amazon is introducing a comprehensive redesign of the Brand Analytics suite inside Seller Central, consolidating every report into a single, customizable dashboard. The change rolls out to all brand‑registered sellers and promises tighter data accuracy, faster navigation, and the ability to tailor metric displays to each business’s priorities.

Key Points

• Unified navigation — All Brand Analytics reports now live under one top‑level menu, letting a seller jump from search‑term data to market‑basket insights without returning to the main Seller Central homepage.
• Column customization — Users can drag, reorder, or hide individual columns, so a seller focused on “click share” and “conversion share” can hide less‑relevant fields like “search frequency rank” for a cleaner view.
• Instant metric definitions — Hovering over any column header opens a tooltip that explains the proprietary metric, eliminating the need to consult separate help articles.
• Sharable view links — A unique URL can be generated for a specific column arrangement, enabling a manager to send the exact same dashboard layout to a virtual assistant with a single click.
• Improved reporting fidelity — Backend algorithm tweaks have reduced rounding errors, meaning a seller who previously saw 1,245 repeat purchases may now see 1,238, reflecting a more precise count.
• Phased rollout — Search‑analytics dashboards are being updated first, with other sections such as “Customer Behavior” following over the next several weeks, so sellers may see a mix of old and new interfaces during the transition.

How the New Brand Analytics Dashboard Works

1. Access the consolidated Brand Analytics hub — After logging into Seller Central, click the single “Brand Analytics” entry; the page now displays tabs for Search, Market Basket, Repeat Purchase, and Demographics, all within the same window. Example: a seller reviewing “Top Search Terms” can click the “Search” tab, then instantly switch to “Market Basket” without leaving the page.
2. — Within any report, click the “Customize” icon, drag the desired metric columns into the preferred order, or uncheck boxes to hide them.