Overview

Brand Analytics is a powerful reporting suite available within Amazon Seller Central that gives brand-registered sellers access to aggregated data about customer search behavior, purchasing patterns, and competitive positioning. The tool is designed to help sellers make smarter decisions about product development, listing optimization, marketing strategy, and advertising spend. Access is limited to sellers enrolled in Amazon Brand Registry or those who have been invited by a brand administrator to use brand benefits.

Key Points / What Sellers Need to Know

• Brand Registry or invitation required — Brand Analytics is not available to all sellers. You must either be enrolled in Amazon Brand Registry or be invited by a brand administrator who has enabled access through the Brand Benefits settings.
• Permission issues are common — If you see an error stating you do not have permissions to access the page, you will need your brand administrator to grant you the appropriate role and permissions within the User Permissions page in Seller Central.
• Found under the Brands tab — Brand Analytics reports are located under the Brands tab in Seller Central, making them easy to find once you have the proper access.
• Data refreshes within 72 hours — Report data is generally available within 72 hours after the close of a given reporting period, so expect a short delay before the latest figures appear.
• Compliance matters — Amazon requires sellers to review and comply with the Brand Analytics Terms of Use and applicable data policies when using this data.

Available Reports

Brand Analytics includes several distinct reports, each offering a different lens on marketplace performance. The Search Query Performance report reveals how customers find your products through search, including query volume, impressions, clicks, and add-to-cart rates. The Top Search Terms report shows the most popular search terms on Amazon during a specific time frame and the top three products that customers clicked after searching those terms. The Market Basket Analysis report identifies products that customers frequently purchase together, giving sellers insight into cross-selling and bundling opportunities. The Repeat Purchase Behavior report tracks how often customers return to buy the same product, which is valuable for understanding customer loyalty and lifetime value. The Demographics report provides aggregated data about the age, income, education, gender, and marital status of customers purchasing your products. Together, these reports create a comprehensive picture of customer behavior that would otherwise be difficult or expensive to obtain.