Overview

Amazon is launching a major redesign of the Brand Analytics suite inside Seller Central, consolidating previously separate reporting pages into a single, unified dashboard. The rollout begins in early 2024 and introduces customizable column layouts, inline metric definitions, and shareable links. Sellers who rely on Brand Analytics for advertising, listing, and product decisions should prepare for a faster, more intuitive workflow.

Key Points

• Unified interface — Search‑term performance and customer‑behavior reports now appear under one navigation pane, eliminating the need to jump between multiple pages.
• Customizable columns — Users can drag, hide, or reorder metric columns, allowing a focus on key indicators such as Search Frequency Rank or Conversion Share.
• Inline glossary — Hovering over a column header reveals a concise definition, removing the habit of opening separate help articles.
• Shareable URLs — A “Copy Link” button generates a direct URL that preserves the current column arrangement and filters, making it easy to distribute a specific view to team members.
• Phased deployment — The Search Analytics view is the first to receive the new layout, with other reports (Market Basket, Repeat Purchase, Demographics) following over the next several weeks.
• Permission checks — Access still requires active enrollment in Amazon Brand Registry and appropriate user rights; administrators may need to update permissions for secondary users.

How the New Brand Analytics Dashboard Works

1. Select a report type — From the left‑hand menu, choose “Search Analytics,” “Market Basket,” or any other report. For example, a seller managing a line of kitchen gadgets clicks “Search Analytics” to view term‑level performance.
2. Apply filters and customize columns — Use the filter bar to set date ranges, marketplace, or product ASINs, then drag the “Click Share” column to the front, hide “Impression Share,” and add “Buy Box Win Rate.” The layout now mirrors the seller’s daily KPI checklist.