Data That Most Sellers Never Look At
Amazon Brand Analytics is available to all brand-registered sellers, yet the majority never open it. This free tool shows you exactly what customers search for, what they buy, and which products they compare — data that would cost thousands from a market research firm.
Search Query Performance
This report shows your brand's impressions, clicks and purchases for specific search terms. You can see which keywords drive the most traffic to your listings and, crucially, which ones drive the most actual sales. This data directly informs your PPC keyword strategy.
Sort by purchase share to find your highest-converting keywords, then ensure you are bidding on all of them in your PPC campaigns. Sort by impression share to find keywords where you have visibility but low conversion — these listings might need optimisation.
Market Basket Analysis
This reveals which products customers frequently buy alongside yours. If buyers of your product also commonly buy a complementary item, that is a cross-selling opportunity. You might bundle products, create A+ content mentioning the pairing, or run Sponsored Display ads targeting those complementary products.
Demographics Report
Understanding your customer demographics (age, income, education, gender) helps you refine your messaging, photography and advertising targeting. If your product over-indexes with a specific demographic, tailor your content to speak directly to that audience.
How I Use Brand Analytics
Every Monday I review three Brand Analytics reports: Search Query Performance (to spot keyword trends), Top Search Terms (to find new product opportunities), and Market Basket Analysis (to identify bundle and cross-selling opportunities). This 30-minute weekly habit consistently surfaces actionable insights.
Getting Access
Brand Analytics requires Brand Registry enrollment. If you have not registered your brand with Amazon, that should be a priority — it unlocks Brand Analytics plus A+ Content, Sponsored Brands ads, and brand protection tools. The investment in trademark registration pays for itself through these tools alone.
Want help interpreting your Brand Analytics data and turning it into an action plan? Get in touch — I can review your reports and identify the highest-impact opportunities.
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