Overview

Amazon's Brand Analytics suite includes a powerful but often overlooked feature called Market Basket Analysis. Reserved for sellers enrolled in Brand Registry, this report shows exactly which products customers tend to buy alongside your items — giving you hard data to inform bundling decisions, advertising targeting, and product line expansion.

What the Report Reveals

Market Basket Analysis sits within the Brand Analytics section of Seller Central and answers one core question: what else are customers adding to their cart when they purchase your products? For each ASIN in your catalog, the report surfaces the top three most frequently co-purchased items along with a "combination percentage" that quantifies the strength of each pairing.

Notably, the data encompasses orders from all sellers listing your branded products, not just your own sales. This means you get a comprehensive picture of purchasing behavior tied to your brand across the entire marketplace.

How the Combination Percentage Works

The combination percentage is the report's key metric. It divides the number of times a specific product was purchased alongside your item by the total number of co-purchase events for that item.

As a practical example, if your product was co-purchased with other items ten times total — four times with your second product, three times with your accessory pack, and twice with a competitor's related item — the combination percentages would be 40%, 30%, and 20% respectively. Higher percentages point to stronger purchasing correlations worth acting on.

How to Access Market Basket Analysis

Amazon has recently reorganized Brand Analytics within Seller Central's navigation. To locate the report, hover over the main menu, navigate into Brand Analytics, and look for the Market Basket Analysis card. Alternatively, browse through the analytics or reporting menus to find it listed among the available reports.

Access requires that you are an internal seller for a brand enrolled in Amazon Brand Registry. Sellers who haven't yet unlocked this feature can find training modules within Seller University that walk through requesting brand selling benefits.

Filtering for Strategic Insights

The report defaults to displaying all categories and brands for the prior week, but several filters help you zero in on what matters most. You can adjust the time period using the drop-down menus, though keep in mind that data typically takes about 72 hours to populate.