Brand Analytics is a group of reports in Seller Central, under the Brands menu, that Amazon provides to brand-registered sellers. The main ones are Search Query Performance, which shows how your brand and ASINs perform across the queries shoppers use; Top Search Terms, which ranks the most searched terms on Amazon and shows the top three clicked ASINs for each; Market Basket, which shows what else customers buy with your products; Repeat Purchase Behavior; Demographics; and the Search Catalog Performance report at ASIN level.
Why it matters
Brand Analytics is the closest thing to Amazon's own search data a seller can get, and it is free. Top Search Terms tells you which competitors win the clicks on a keyword and what share they take, which is the starting point for competitive keyword research. Search Query Performance tells you the actual funnel, impressions to clicks to cart adds to purchases, for each query your products appear on, which no third-party tool can see. Market Basket shows which products shoppers pair, which feeds bundle, variation and Sponsored Display decisions.
The data is aggregated and delayed, weekly or monthly rather than live, and it covers only queries where your brand had some presence. It is a research and diagnosis tool rather than an operating dashboard.
What moves it
- Brand Registry status, which is the only gate.
- Query volume. Small brands see fewer queries because low-volume terms are suppressed.
- Time range. Weekly views show shifts; quarterly views show the shape of the market.
How we use it
Brand Analytics feeds three of our routines. In keyword research, Top Search Terms sets the initial list and shows who owns each term. In diagnosis, Search Query Performance separates a click-through problem from a conversion problem per query. In catalog strategy, Market Basket and Repeat Purchase Behavior show where a bundle or a Subscribe & Save offer would fit. Access is set up in the first week of every engagement for accounts that qualify.