Amazon Brand Analytics is one of the more underused tools in Seller Central, which is saying something given that most of Seller Central is underused. It's available to any seller enrolled in Brand Registry, it's free, and it contains data that most brands pay third-party tools to approximate. If you're not in it regularly, you're leaving real competitive intelligence on the table.
What's in there isn't just interesting. It's directly actionable for advertising strategy, content decisions, and product development. This post is a practical walkthrough of the key reports and what to do with them.
Search Term Report: Your Free Keyword Research Tool
The Search Term Report shows you which search queries drove clicks and purchases on Amazon during a given time period. You can filter by week, month, or quarter. Each row shows you a search term, its rank by click frequency, the top three ASINs that captured clicks, and each product's click share and conversion share.
The conversion share column is the one most people skip. Click share tells you who's winning visibility. Conversion share tells you who's closing the sale once they have it.
A product with 30% click share and 8% conversion share is generating traffic it can't convert. A product with 12% click share and 18% conversion share is punching above its weight when shoppers do find it. Both situations are useful to know.
For your own ASINs, this report tells you which queries you're winning and which you're not. For your category broadly, it tells you where your competitors are winning conversions you aren't getting. The Amazon advertising team at Parker-Lambert uses this report as a starting point for campaign structure decisions, particularly for identifying high-conversion queries where a brand should be bidding more aggressively.
Market Basket Analysis: What People Buy Alongside Your Product
Market Basket Analysis shows you the top five products most frequently purchased alongside each of your ASINs in the same order. It's a straightforward complement and bundle signal, and it's worth checking for two reasons.
First, if customers are consistently pairing your product with something you don't sell, that's a product development signal. It doesn't mean you should immediately launch a new SKU, but it's worth knowing what problem you're not solving that a buyer has in the same session. Second, if the paired products are from your own catalog, you have a natural cross-sell opportunity that your advertising may not be taking advantage of yet.
The report also works in reverse: look for other brands' products that appear in baskets alongside your category. If a particular brand shows up frequently alongside products like yours, that brand's customers are already demonstrating interest in your category. That's useful context for targeting decisions, even if you can't target by basket in Amazon's current ad system.
Item Comparison and Repeat Purchase: Two More Worth Knowing
Item Comparison shows you which products Amazon shoppers viewed on the same day as your ASIN. This is effectively your competitive set as it exists in buyer behavior, which may not match the competitive set you've been targeting. If shoppers are consistently comparing your product to something you hadn't considered a direct competitor, your listings and advertising strategy should reflect that.
The Repeat Purchase Behavior report tells you how many customers bought your ASIN more than once within a given period and what percentage of your revenue came from repeat buyers. For most brands, repeat customers cost significantly less to generate than new ones. If your repeat rate is low for a product that should drive repurchase, that's a signal worth investigating. It might be a product quality issue, a price sensitivity issue, or simply that your post-purchase communication isn't working hard enough.
There's also a Demographics report that shows the age, household income, education level, and marital status breakdown of your buyers, with comparisons to your category average. This is most useful for brands where the assumed customer and the actual customer have drifted apart, something that happens more often than brands like to admit.
How to Use This Data
Brand Analytics is most useful when you check it on a schedule rather than when something goes wrong. A monthly review of the Search Term Report against your current campaign structure catches gaps before they become expensive. A quarterly review of Market Basket Analysis catches product development signals before a competitor acts on them first.
The trap most brands fall into is pulling the data and stopping there. A search term with strong conversion share that you're not bidding on is a finding. Your response to that finding is what creates value. The same goes for a product comparison that reveals a competitor you hadn't been tracking, or a repeat purchase rate that tells you a product isn't generating the loyalty its category average suggests it should.
Brand Analytics data is a lagging indicator; it tells you what happened, not what will happen. But for brands that use it consistently, it closes a lot of the guesswork that would otherwise go into advertising, content, and catalog decisions. If you want to walk through your Brand Analytics data with someone who can help you turn the findings into action, schedule a call with Parker-Lambert and we can look at where the gaps are in your current strategy.
Brand Analytics fits into a broader picture of how data-driven brands run their Amazon presence. For the full view, explore our Amazon brand management services. If you want to see how Brand Analytics connects to advertising strategy, our post on Amazon PPC agency vs. in-house covers how teams structure that work.
And if you want hands-on support putting the data to work in your account, see what our Amazon advertising management team can do.