Overview

On June 15, Helium 10’s Buzz podcast disclosed that Amazon has overhauled its Brand Analytics dashboard, removing several tools that sellers previously depended on for competitive pricing, keyword planning, and market‑share monitoring. The redesign went live this week, shifting the data refresh cycle to weekly and tightening access to only brands meeting a minimum order threshold. Sellers need to understand exactly which capabilities have vanished and how the new layout functions to keep their strategies data‑driven.

Key Points

• Eliminated tabs — The “Buy Box Winners” and “Market Basket Analysis” sections are no longer present, cutting direct insight into which competitors control the Buy Box and which product bundles drive sales.
• Slower data cadence — Updates now occur once per week rather than daily, meaning price‑reaction windows have widened from hours to several days.
• Simplified navigation — The interface now offers three primary reports—Search Term, Repeat Purchase Rate, and Demographics—consolidating formerly separate dashboards into broader categories.
• Higher access bar — Full analytics are reserved for brands that have a registered trademark and at least 100 orders each month; smaller sellers receive a truncated data set.
• Helium 10 work‑arounds — The platform recommends its Xray and Cerebro tools as substitutes for the missing Brand Analytics features.

How Brand Analytics Changes Work

1. Navigation reduction — The left‑hand menu now lists only three items. For instance, a seller seeking search‑term performance clicks the single “Search Term” link instead of drilling through multiple submenu layers.
2. Buy Box data removal — The former “Buy Box Winners” view is gone. Sellers who once filtered by SKU to see the top three Buy Box holders must now export the raw order file from Seller Central and calculate win rates manually.
3. Weekly refresh schedule — Reports pull data from the preceding seven days rather than the last 24 hours. A vendor monitoring a flash‑sale price cut will only see the impact after the next weekly refresh, not in real time.