How to Use Amazon Brand Analytics for Business Success

November 1, 2022
Written by Ken Zhou
Branding Strategy Meeting

Is paying for tools and services always necessary to help you succeed on Amazon? It is a question sellers ask a lot. The answer: No. Or at least: Not necessarily.

In recent years, Amazon has developed several features catering to its sellers’ needs. We all know that Amazon is well-known for its intelligent algorithms and nearly-unrivaled understanding of consumers’ desires. This is why Amazon itself is the perfect resource for sellers who are seeking data to make better strategic marketing decisions.

The following article examines how sellers can use Amazon Brand Analytics tools and key features. 

Continue reading for more information on the following subjects: 

  • What is Amazon Brand Analytics
  • How to Use Amazon Brand Analytics
  • What is the Amazon Brand Analytics Tools
  • Why Establishing your Brand Matters 

What is Amazon Brand Analytics?

The retail giant developed Amazon Brand Analytics (ABA), a new analytics tool to help support marketplace merchants. To use this tool to your advantage, you first must understand what Amazon Brand Analytics is. 

Amazon Brand Analytics is a web-based and cloud-based software solution that collects data about your brand to get a better understanding of your customer’s purchasing experience. This Amazon marketplace insights software from Amazon enables retailers to harness data on customer purchasing behavior to make more efficient decisions and successfully compete.

With Amazon Brand Analytics, it’s become significantly easier to sell on the platform. ABA provides valuable insights for sellers and marketers to measure the performance of their product listings on Amazon.

Amazon Brand Analytics Usage Requirements

To access this tool, visit the Amazon Brand Analytics feature on Seller Central. This feature is available only to 3P sellers participating in Amazon’s Brand Registry program. 

As a 3P Amazon seller, your products are available to customers directly on the marketplace under Amazon’s terms and conditions. You’ll control your product’s promotion, marketing, and other operations, including delivery.

For new Amazon sellers, not having access to the Brand Analytics tool indicates that your business is yet to be recognized as meeting the Amazon Brand Registry’s requirements. If this is the case, you can contact Amazon Seller Support to verify and assess how to meet these requirements.

What are the Brand Analytics Tools?

With this feature, you can monitor and measure the success rates of ongoing strategies. The Amazon Brand Analytics tool is valuable for businesses as it provides comprehensive insights, considering your brand, as well as information from other Amazon data sets.

Some of the more popular reports used on ABA include the following:

  • Competitors insights 
  • Keywords targeting prospective Amazon consumers
  • Identifying prospective customers
  • Consumer purchasing behaviors
  • ASINs for targeted terms
  • Total clicks and conversions estimations for each term

With information like this, sellers can make better-informed decisions in the right direction for the brand’s success.

Next, we’ll review the report categories to understand these resources further:

Search Terms Report

Through the Amazon search terms report, you can discover how keywords rank overall in terms of volume; see the proportion of sales and clicks of the top three search phrases for every keyword received.

The Amazon Search Terms report contains information about the most popular Amazon keywords for a certain period, the search frequency of a search term/keyword, the top 3 products clicked by consumers, and the conversion rate and click-share of the top three items. These reports are specified into the following categories:

  1. Search Term
  2. Search Frequency Rank (SFR)
  3. Click Share & Conversion Share
  4. Clicked ASIN
  5. Product Title

An Amazon seller may search for a certain phrase/keyword to see which goods Amazon shoppers click on after looking for that term. They may also learn which keywords cause Amazon buyers to click on a specific product.

Market Analysis

The Market Basket Report lets you compare Amazon items based on previous purchases. The report will identify highly purchased items while also purchasing your products. In addition, products purchased with a considerable amount of your products can be suggested as add-ons, allowing for cross-marketing or bundling.

This report is essential for learning about customer purchase habits and tailoring marketing campaigns accordingly. The report includes information on:

  • Purchased ASIN
  • Purchased Title
  • Combination %

This information can help you create Sponsored Product Ad Campaigns. If the items purchased are connected to the Pay-Per-Click campaigns you’ve run, a section showing the customers who bought the item will be visible.

Item Comparison and Alternate Purchase Behavior Report

This report presents the five products with the most views in the previous 24 hours. Sellers may use the data to leverage competitor strategies and develop better advertising and product selections. The report includes information on the following:

  • Compared ASIN: the ASIN to which your product was compared.
  • Compared percentage: the frequency with which the product was seen on the same day as your own.
  • Alternative purchase behavior: what items customers purchased from rivals after viewing your offering.
  • Purchased percentage indicates the portion of orders with ASIN as opposed to the total orders with alternative items.

Report on Demographics

The Amazon Demographics report analyzes data from Amazon to provide a detailed look at your target audience. You may use the report’s data to optimize your off-Amazon marketing or enhance product pages to match your target demographic.

This study addresses crucial metrics such as:

  • Amazon’s primary demographic features
  • Sales of ordered units
  • The number of buyers of a specific product who are unique consumers.
  • One-of-a-kind customers: consumers who are one-of-a-kind as a proportion of all buyers.
  • Sales of ordered units as a proportion of total sales

These reports provide an advantage over your competitors, helping you better understand how to move forward with your strategies and campaigns.

How to Use Amazon Brand Analytics 

Building Brand Box Dice

At this point, you should better understand what Amazon Brand Analytics is, who it is available to and how to access it. Now, it’s time to learn how to use Amazon brand analytics to your advantage! 

Seller Central has various resources to access audience and sales information, however, Amazon Brand Analytics provides a deeper understanding of how your strategies directly influence your brand sales, orders, and success.

In addition to keeping track of your inventory, price decisions, and promotional activities, with Seller Central’s Amazon Brand Analytics, you’ll be able to:

  1. Check reports regularly to extract critical insights;
  2. Use the data from reports to enhance listings by locating the most relevant keywords;
  3. Update and so improve your Amazon advertising campaigns
  4. Examine your customers’ purchase habits;
  5. Improve your SEO and PPC strategies to increase sales;
  6. Increase the overall value of your advertising efforts

Through these brand metrics, business success is just within reach.

Why Establishing your Brand Matters

First and foremost, establishing the foundation of your brand is one of the most valuable things you can do to propel the success of your e-commerce business on Amazon. E-commerce selling can be a tricky game, and Amazon is no exception. 

Without the proper metrics and reporting tools, your opportunity for sales can suffer, as will your expenditures, considering the rise of competition. 

Comparing the efficacy of multiple marketing channels may be difficult, especially when the data is siloed in separate reporting platforms with no way to display it. Amazon Brand Analytics is a tool that allows you to examine your brand thoroughly with a broader scope. It is an effective method for understanding customer purchasing habits.


At Seller Interactive, we help brands understand how to make strategic decisions based on brand analytic reporting. Our experts translate data into actionable strategies that will help you make critical marketing decisions. Book a call with Seller Interactive to get started and set your brand up for business success.

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