How To Use Amazon Brand Analytics (ABA) To Boost Sales

Amazon Brand Analytics (ABA) is a free tool for brand-registered Amazon sellers that provides aggregated customer search and purchase data. It helps sellers make strategic decisions about products, listings, and advertising. Using ABA's dashboards, brands can discover which keywords drive traffic, how customers find and compare their products, and even demographic profiles of buyers.

For example, knowing your top search terms or competitor "share of voice" can directly refine your Amazon advertising strategy (targeting ads to the most valuable keywords). In short, Brand Analytics gives sellers a "behind the scenes" view of how customers engage with their brand on Amazon, transforming guesswork into data-driven planning.

To use Amazon Brand Analytics, your brand must be enrolled in Amazon Brand Registry (which requires a registered trademark) and your account must be a Professional selling plan. In Seller Central, you also need a Brand Representative role for the registered brand. In practice, this means signing up or upgrading to a Professional plan, enrolling your brand in Brand Registry (or using Amazon's IP Accelerator), and then finding the Brand Analytics tool under the Brands menu in Seller Central. (For new sellers, be sure to register your business on Amazon first – only brand-registered sellers see the Brand Analytics option.) Once set up, ABA opens a suite of reports that let you track metrics like impressions, clicks, cart-adds, sales and more for your brand.

Key Brand Analytics Amazon Dashboards and Reports

Brand Analytics consists of six main reports (dashboards) in two groups. Use these to understand customer behavior and product performance:

· Search Catalog Performance. Shows how your products perform in Amazon search. It reports impressions, clicks, add-to-carts, purchases, conversion rates, etc., over time. By analyzing funnel metrics (impressions → clicks → sales), you can spot where shoppers drop off. For example, low clicks on a product might prompt you to improve its title or image, while low conversion might suggest a price or detail-page tweak.

· Search Query Performance. Lists the top search queries leading to your brand's products and your brand's share for each query. It gives metrics (impressions, clicks, sales) for each keyword, broken down by Brand view (all ASINs of your brand) or ASIN view. This reveals which keywords customers use to find you and how strongly you rank. For example, you can see what percentage of clicks for "handmade mug" go to your brand versus competitors. These insights help you target high-volume queries and diagnose gaps (e.g. a relevant keyword that has impressions but low brand clicks).

· Top Search Terms. Highlights the highest-ranking search terms across Amazon, sorted by Search Frequency Rank. For each top keyword, it shows the top clicked brands, categories, and products. This market-wide report (sometimes called Amazon Search Terms Report) helps you discover trending or niche keywords that customers are using store-wide. For example, if a top term is "electric candle", you'll see the leading brands and products for that term; you can then consider optimizing your listings or ads around it.

· Repeat Purchase Behavior. Tracks how often customers buy the same product again. It reports repeat units, repeat revenue, number of repeat customers, and repeat purchase rate. This indicates customer loyalty. For instance, a high repeat rate on a consumable product might suggest opportunities to run subscription promotions. Conversely, a low repeat rate might highlight items where repeat business is low.

· Market Basket Analysis. Reveals products commonly purchased together. For each of your ASINs, it lists the top 3 other products (within or outside your brand) that customers frequently buy in the same order. Use this to plan bundles or cross-sells. For example, if customers buying your yoga mat often also buy a water bottle, you might bundle them or advertise them together.

· Demographics. Breaks down customers by age, income, education, gender, and marital status. (Currently this dashboard is available only in the US store and requires at least 100 unique customers on an ASIN to report.) It shows how your audience segments by demographic categories. With this data, you can tailor your marketing messages (e.g. target young families vs. college students) or consider expanding to underserved segments.

The Demographics dashboard (shown above) is one example of the insights Amazon Brand Analytics provides. In this report, data is aggregated so that only overall audience patterns appear (not individual buyers). For instance, you might learn that 60% of your buyers are aged 25–34 and high-income. Knowing this, you could adjust your Amazon A+ Content, ads, or inventory to better appeal to that demographic. In this way, Brand Analytics bridges the gap between customer analytics and strategic marketing on Amazon.

How to Access and Use Brand Analytics

To open Brand Analytics, log in to Seller Central. ABA appears under the Brands tab or Brand Registry dropdown (the exact menu may vary by marketplace). If it's not visible, you likely need to enable a Brand Representative role for your brand or enroll in Brand Registry. Once you reach the Brand Analytics page, you'll select one of the dashboards described above.

The data generally becomes available within a few days of each period closing (typically within ~72 hours). Note that Amazon Brand Analytics is not real-time: data is updated daily or weekly, not instantly. (For truly real-time analytics you would need to integrate other tools or dashboards.)

All reports in Brand Analytics can be downloaded for offline analysis. In the Seller Central interface, use the "Download" button or the Download Manager to export the CSV reports. These files let you crunch the numbers in Excel or BI tools, automate trend tracking, or combine with other data sources.

Practical Uses & Benefits of Brand Analytics Data

Amazon Brand Analytics can directly inform your product and marketing strategy:

· Listing and Keyword Optimization. By examining Search Query Performance and Top Search Terms, you uncover which keywords drive traffic to your listings. For example, if you see a high-volume search term for "insulated travel mug" that you aren't targeting, you can add it to your product title/A+ content to improve visibility. Zonguru notes that sellers often use the Search Performance data to identify valuable keywords to include on their product pages.

· PPC Advertising. Brand Analytics helps improve your Amazon pay-per-click campaigns. If a certain keyword from the Search Query report is generating lots of organic clicks and conversions for you, it's a candidate to bid on in Sponsored Products. Conversely, if a keyword is cannibalizing clicks (costing ad spend without net gain), you might remove it from your campaigns. For instance, pause ads on a search term that already ranks well organically to save budget. Thus, ABA insights can be paired with your Amazon Pay-per-Click efforts to lower ACoS and boost ROI.

· Product Development & Bundling. The Market Basket and Top Search Terms reports spark ideas for new products or bundles. If Market Basket shows many customers buying your headphones with a particular phone case (even from another brand), you might bundle those items or add a similar case to your catalog. Top Search Terms might reveal trending sub-niches; e.g. if "eco-friendly toothbrush" is a top query, consider launching a related product. These analytics turn raw market signals into actionable product research.

· Inventory and Ops Planning. High-level search and sales trends from Brand Analytics feed into wider Amazon operations strategies. By forecasting which ASINs and keywords will sell more, you can plan inventory placement (e.g. restock popular SKUs, use FBA effectively) and fulfillment methods. For example, if a low-priced consumable shows strong repeat purchases, you might keep it in Fulfillment by Amazon to leverage Prime convenience. Integrating ABA insights into your broader Amazon operations growth strategies ensures that marketing and logistics support each other.

· Customer Retention and Loyalty. The Customer Loyalty and Repeat Purchase dashboards reveal your brand's repeat-buy rates. If those are high, you have loyal customers to engage via coupons or promotions. If repeat rates are low, you might try subscription options or reminders. Targeted promotions (e.g. offers to customers in the "At Risk" segment) can be guided by these reports.

Integrations and Tools To Get The Most Out of It

Beyond Seller Central, sellers often use analytics apps to get more insights or automate reporting. For example, tools and sales analytics apps can pull Brand Analytics data along with sales, advertising, and external metrics into one dashboard. Many apps leverage Amazon's Selling Partner API (SP-API) to retrieve Brand Analytics reports. Note that the API provides ASIN-level Search Catalog and Search Query reports – it does not offer the aggregated Brand View report directly (any vendor that shows brand-level query data is using aggregated output). Also, SP-API reports must be requested one ASIN at a time, and data only goes back from when the API was enabled (often no historical backlog).

For many sellers, manual analysis or third-party tools are more practical. Some larger brands build automated pipelines or dashboards – for example, by periodically downloading the Brand Analytics CSVs or by developing SP-API integrations. (See our guide on automating data analytics for ideas on pulling Amazon data into Excel or BI platforms.) Using these approaches, a brand can merge Brand Analytics with other data (like profits, ads, or CRM metrics) to get a 360° view of performance.

Amazon Brand Analytics for Indian Sellers

Amazon Brand Analytics is available in all marketplaces where Brand Registry exists, including India. Indian sellers who enroll their brands in Amazon Brand Registry can access the same dashboards in Seller Central. The metrics work the same way globally (search volume, clicks, etc.). One caveat: as of now the Demographics dashboard is only available on the US site, so Indian sellers won't see that specific report in sellercentral.amazon.in. However, all search and purchase reports (Search Catalog, Search Query, Top Terms, Repeat, Market Basket) are available worldwide. Indian brands should take advantage of these insights just as US sellers do – for example, by identifying top Hindi or English search terms on Amazon.in and optimizing listings or ads accordingly.

Beyond Brand Analytics Amazon

Amazon Brand Analytics is a powerful tool, but it's just one piece of a successful Amazon strategy. Sellers should combine ABA data with other tactics. For instance, cross-channel fulfillment like Amazon MCF (Multi-Channel Fulfillment) can be guided by insights from Brand Analytics – knowing which products have high demand can help you distribute inventory across channels efficiently. Similarly, Fulfillment by Amazon (FBA) sellers benefit immensely: with Amazon handling storage and shipping, you can focus on leveraging Brand Analytics data to drive traffic and conversion. In essence, ABA data should feed into your overall business plan, inventory planning, and marketing campaigns as part of your broader Amazon growth strategy.

By regularly reviewing Brand Analytics, Amazon sellers can move from reactive tactics to proactive strategies. Instead of guessing which keywords or products are hot, you know them. Instead of wondering who buys your products, you see the buyer profile. This level of insight helps you refine every part of your Amazon business – from listing content to ad spend to new product ideas – and gives your brand a data-driven edge in the marketplace.

At GrowthJockey - Venture Builder, we help Amazon brands go beyond dashboards. We translate Amazon Brand Analytics into actionable growth playbooks - from keyword and listing optimization to PPC efficiency, catalog expansion, and full-funnel Amazon strategy. If you want to turn ABA data into measurable revenue growth (not just spreadsheets), let’s build your Amazon growth engine together.

FAQs

Q1. What is Amazon Brand Analytics (ABA)?

Amazon Brand Analytics is a free suite of reports for brands enrolled in Amazon Brand Registry. It aggregates customer search and purchase data for your brand and competitors, showing metrics like impressions, clicks, conversions, market basket items, and customer demographics. In short, ABA turns Amazon's internal marketplace data into actionable insights for sellers.

Q2. How do I access Brand Analytics?

Log into Seller Central and hover over Brands (or Brand Registry) in the menu; click Brand Analytics. (If you don't see it, ensure you meet the requirements above.) Data typically becomes available a few days after the period ends (check back 48–72 hours later).

Q3. Is Amazon Brand Analytics free?

Yes. Brand Analytics is provided at no extra cost to eligible sellers (those on a Professional plan with a registered brand). This makes it a high-value benefit for brand owners.

Q4. What types of reports does it include?

There are six main reports: Search Catalog Performance, Search Query Performance, Top Search Terms, Repeat Purchase Behavior, Market Basket Analysis, and Demographics. These cover search funnel metrics, keyword data, purchase patterns, and customer segments. Each report is accessed via a dashboard in Seller Central.