Overview

Amazon’s “Frequently Bought Together” (FBT) widget displays the items shoppers most often purchase in a single checkout. By extracting and interpreting these pairings, sellers can locate high‑performing complementary products, uncover hidden competitors, and fine‑tune advertising tactics. The insight directly translates into better targeting, lower ACoS, and stronger sales growth.

Key Points

• Hidden competitor landscape — The FBT list surfaces brands that rarely appear in keyword‑based research, expanding the pool of rivals a seller must consider.
• Natural cross‑sell avenues — Items that appear alongside a seller’s product signal ready‑made bundling or Sponsored Display opportunities.
• Pricing benchmarks for bundles — Comparing the price points of FBT companions helps sellers set realistic bundle discounts or promotional pricing.
• Seasonal and niche trend flags — Shifts in FBT pairings over weeks or months reveal emerging seasonal demand or niche market spikes.
• Performance‑driven bid calibration — Aligning bids with the sales velocity of FBT‑linked products typically yields a lower ACoS than using broad category bids.

How Analyzing Amazon’s “Frequently Bought Together” Works

1. Collect the FBT ASINs — Open the product detail page, scroll to the “Frequently Bought Together” section, and record each displayed ASIN. For a portable blender, the widget might list a reusable bottle, a travel tote, and a set of silicone lids.
2. Pull performance data for each companion — Use Brand Analytics, Seller Central reports, or third‑party tools to capture sales rank, review count, price, and best‑seller status for every ASIN. In the blender example, the reusable bottle could rank #120 in “Reusable Water Bottles,” while the silicone lids sit at #45 in “Kitchen Accessories.”
3. Interpret shopper intent — Determine why customers combine the items. The reusable bottle complements the blender for on‑the‑go smoothies; the travel tote adds convenience for outdoor activities. This reasoning informs ad copy that emphasizes “ready‑to‑go blending kits.”