Overview

Amazon's Market Basket Analysis report provides Brand Registered sellers with a detailed look at the specific product combinations customers purchase during a single checkout process. By leveraging this behavioral data, sellers can move away from intuitive guessing and implement a "solution-selling" strategy designed to raise average order values and improve the efficiency of advertising spend. This tool is essential for sellers aiming to expand their product catalogs, optimize PPC campaigns, and develop bundles based on verified consumer demand.

Key Points

• Algorithmic Insights — The tool employs the Apriori algorithm to analyze massive sets of transaction data, identifying which items are viewed as complementary by the actual shopper.
• Access Restrictions — This specific reporting feature is available only to sellers who have successfully enrolled in the Amazon Brand Registry program.
• Purchase Correlation Benchmarks — A co-purchase rate of 10% or higher generally signals a strong relationship between two products, while rates near 1% typically indicate random or unrelated buying behavior.
• Competitor Visibility — By selecting the "All Products" filter, sellers can see exactly which competitor ASINs are being added to the cart alongside their own branded items.
• Inventory Risk Mitigation — The report allows sellers to validate the demand for a potential bundle or new product line using real data before investing capital into physical stock.
• Specific Performance Data — The report highlights the top three most frequent product combinations for any given ASIN, providing the exact product titles and the percentage of total orders containing that specific pair.

How Market Basket Analysis Works

The system processes aggregate transaction history to map the relationship between a primary product (the anchor ASIN) and other items present in the customer's shopping cart.

1. Report Initiation — The seller accesses the Brand Analytics section within the Seller Central dashboard, navigates to Consumer Behavior Analytics, and selects the Market Basket Analysis tool.