Amazon Brand Analytics is the only place Amazon shows you its own search and purchase data for your brand: what shoppers typed, how often your products appeared, and how many of those searches ended in your cart instead of a competitor's. This guide explains each dashboard in plain English and gives you five plays and a weekly routine that turn it into decisions.
Amazon Brand Analytics is a free set of dashboards in Seller Central for brand owners enrolled in Amazon Brand Registry. It shows first-party Amazon data on search terms, your share of impressions, clicks, cart adds and purchases for each query, repeat purchases, products bought together and, in some marketplaces, buyer demographics. Find it under Brands > Brand Analytics.
- You need Brand Registry and a brand-owner role (Amazon calls it Brand Representative) on the brand. Resellers and agents usually don't see it.
- Search Query Performance is the most useful dashboard. It shows your share of the funnel, query by query, against the whole market.
- Compare shares down the funnel. Where your share drops, from impressions to clicks or from clicks to purchases, is where the problem lives.
- Brand Analytics tells you what is happening, not why. Pair it with your listing, price, reviews and ads data.
- Fifteen minutes a week on a fixed routine beats a deep dive once a quarter.
What is Amazon Brand Analytics?
Amazon Brand Analytics is a set of reporting dashboards inside Seller Central (and Vendor Central) that shows registered brand owners aggregated Amazon data about how shoppers search for and buy products in their category. It costs nothing extra, and the data comes from Amazon itself rather than from a third-party estimate.
That last point is why it matters. Keyword tools estimate search volume from panels and scraped rankings. Brand Analytics reports Amazon's own counts: how many times a query was searched, how many impressions your brand earned on it, and how many purchases followed. For the queries you already compete on, it's the closest thing to ground truth you will get.
Who gets Amazon Brand Analytics access?
You get Brand Analytics access if your brand is enrolled in Amazon Brand Registry, you sell on a Professional selling plan, and your user account holds the brand-owner role (Brand Representative) for that brand. Amazon has also said access is meant for people internal to the brand who are responsible for selling it in the Amazon store.
In practice, that means:
- No trademark, no Brand Analytics. If you are still waiting on a trademark, Brand Analytics is one more reason to push it through.
- Resellers don't get it. Selling someone else's brand, even with authorization, doesn't give you their search data.
- Role matters. If the menu item is missing, check in Brand Registry that the right Seller Central account is linked and that the role assigned to it is the brand-owner role, not a reseller or agent role.
- Users need permission. Inside Seller Central, team members (including agencies for Amazon sellers you work with) need Brand Analytics permissions granted under user permissions.
Where do you find Brand Analytics in Seller Central?
In Seller Central, open the main menu and go to Brands > Brand Analytics. The dashboards are grouped into a few areas, such as search analytics, customer behavior and customer loyalty. Amazon reorganizes this menu every so often and it varies by marketplace, so if a dashboard named in this guide is missing, look under the other groups before assuming you don't have it.
Most dashboards let you choose a reporting range (weekly, monthly or quarterly) and download a CSV. Search Query Performance and Top Search Terms data are also available through Amazon's Selling Partner API, which is how most reporting tools pull it.
What are the Brand Analytics dashboards and what is each one good for?
| Dashboard | What it shows | Best used for |
|---|---|---|
| Search Query Performance | For each query: total search volume, impressions, clicks, cart adds and purchases, plus your brand's or ASIN's share of each | Finding where you lose shoppers on your most valuable keywords |
| Top Search Terms | Amazon's most-searched terms with search frequency rank and the top three clicked products, with click and conversion share | Market research, trend spotting and seeing who owns a keyword |
| Search Catalog Performance | Each of your ASINs' impressions, clicks, cart adds and purchases across all searches | Spotting which products have a traffic problem or a conversion problem |
| Repeat Purchase Behavior | Orders and customers, and the share of customers who bought from your brand or ASIN more than once | Consumables, subscribe-and-save strategy, retention |
| Market Basket Analysis | Products most often bought in the same order as yours | Bundles, virtual bundles and Sponsored Display targeting |
| Demographics (where available) | Aggregated buyer splits such as age, household income, education, gender and marital status | Creative, messaging and audience choices |
Search Query Performance (SQP)
Search Query Performance shows, for each search query that led shoppers to your products, the whole market's funnel next to yours. For a given query you see the total search volume, then impressions, clicks, cart adds and purchases, each as a total for all products and as your count and share.
It comes in two views. The brand view rolls up every ASIN in your brand for each query. The ASIN view shows the same funnel for one product, which is where you diagnose a specific listing. In both, you can sort by query and drill into one search term to see how your share moves across the funnel. It also shows price signals, such as median price for clicked or purchased products against yours.
The key idea is share. If a query had 10,000 clicks in a week and your products got 800, your click share is 8%. Read the shares in order: impression share, then click share, then cart-add share, then purchase share. Where the share drops is where your problem is.
Top Search Terms (Amazon Search Terms)
Top Search Terms, sometimes still called the Amazon Search Terms report, lists the most-searched terms in a marketplace with a search frequency rank. For each term it shows the three most-clicked products and each one's click share and conversion share.
A rank, not a raw volume, is the catch. It tells you that one term is searched more than another, not by how much. It's still one of the best free ways to see demand shift season to season and to find out who really owns a keyword before you spend on it. Our Amazon keyword research guide shows how to fold this into a full keyword list.
Search Catalog Performance
Search Catalog Performance flips SQP around. Instead of one row per query, it gives one row per ASIN, with that product's impressions, clicks, cart adds and purchases across all searches, plus rates such as click rate and conversion rate.
Use it to triage your catalog. A product with lots of impressions and a low click rate has a search-results problem: main image, title, price or review count. A product with good clicks and few purchases has a detail-page problem. A product with few impressions has a visibility problem, which is usually about relevance, ranking or ad coverage.
Repeat Purchase Behavior
Repeat Purchase Behavior shows how many orders and unique customers your brand or ASIN had in a period, and how many of those customers bought more than once. It matters most for consumables like supplements, pet food, coffee and skin care, where the lifetime value of a customer is what makes your ad spend profitable.
Watch the trend rather than one number. If repeat customers fall after a formula, price or packaging change, this is often where you see it first.
Market Basket Analysis
Market Basket Analysis shows the products customers most often bought in the same order as your product, with how often that happened. It answers a simple question: what else is in the cart when someone buys from you?
Demographics
Where Amazon offers it, the Demographics dashboard splits your buyers by groups such as age, household income, education, gender and marital status, in aggregate. Availability varies by marketplace, and we couldn't confirm a current list of marketplaces that include it, so check your own Brand Analytics menu.
It won't change your PPC bids directly. It's most useful for checking your assumptions: who your images, A+ Content and video are really speaking to, and whether that matches who buys.
How do you use Brand Analytics? Five practical plays
These are the five plays we run most often for private-label brands.
1. Find keywords where your click share beats your purchase share
In the SQP brand or ASIN view, compare click share with purchase share for each of your top queries. If you're getting more than your share of clicks but less than your share of purchases, shoppers like what they see in search, then leave the detail page and buy something else.
That points to the listing or the offer, not the keyword. Check, in order: price against the median purchase price on that query, review count and rating, whether your images and bullets answer the question that query implies, and whether you're out of stock or slow to deliver on some variations. Our Amazon listing optimization guide walks through the fixes.
2. Find high-impression, low-click queries
Sort SQP by your impression share, then look for queries where your impression share is healthy but your click share is much lower. You're showing up, but shoppers are scrolling past.
That is almost always a search-result problem: the main image, the front of the title (the part shoppers see in search), the price, the star rating and badge, or a variation shown that doesn't match the query. If the query is relevant, test a new main image or title. If it isn't, stop paying for it in ads.
3. Feed converting queries into exact-match PPC
SQP shows queries where you already earn purchases, including ones you may not be advertising on. Pull the queries where your purchase share is at or above your click share. Those convert for you. Check them against your Sponsored Products search term report and add any that are missing as exact-match keywords, in their own ad group or campaign so you can control the bid.
You're not guessing which terms convert; Amazon's own data already told you. Our PPC management team does this as a standing weekly task.
4. Track your share on your top 10 money keywords weekly
Pick the ten queries that drive the most purchases for your brand. Every week, log your impression, click, cart-add and purchase share for each in a simple sheet. Don't chase single weeks. Look for a share that drops two or three weeks in a row.
A falling share on a money keyword usually shows up before a sales drop does, because total search volume can hide it. If search volume rises 20% and your purchases rise 5%, your sales look fine while your share is shrinking. Share tells you whether you're winning the market, not just riding it.
5. Use Market Basket Analysis for bundles and Sponsored Display
Take the top items bought with your product. If one of them is your own, cross-promote it: add it to your A+ Content comparison chart, your Brand Store and a virtual bundle where eligible. If it's another brand's product that complements yours, consider a bundle of your own, and target that product's detail page with Sponsored Display or Sponsored Products product targeting.
Worked example: reading one SQP row
For example, suppose the ASIN view for one query, "magnesium glycinate", shows this for a week (illustrative numbers):
| Funnel stage | Total for query | Your ASIN | Your share |
|---|---|---|---|
| Impressions | 1,200,000 | 96,000 | 8.0% |
| Clicks | 60,000 | 5,400 | 9.0% |
| Cart adds | 12,000 | 780 | 6.5% |
| Purchases | 6,000 | 270 | 4.5% |
The search result is doing its job: click share (9.0%) is above impression share (8.0%). The leak is after the click. Cart-add share drops to 6.5% and purchase share to 4.5%, half the click share. That's play 1. Check price against the query's median, check reviews, and reread the page as someone who searched that exact phrase. Fixing the page is worth more than raising bids.
What does a weekly Brand Analytics routine look like?
A good weekly Brand Analytics routine takes 30 to 45 minutes for a brand with a few dozen ASINs. Do it on the same day each week, after Amazon has refreshed the prior week's data.
| Step | Dashboard | What to check | Action if it's off | Time |
|---|---|---|---|---|
| 1 | Search Query Performance (brand view) | Share on your top 10 money keywords versus last week and four weeks ago | Flag any query down two or more weeks in a row | 10 min |
| 2 | Search Query Performance (ASIN view) | For flagged queries, which ASIN lost share and at which funnel stage | Impressions: ads and relevance. Clicks: image, title, price. Purchases: page, reviews, offer. | 10 min |
| 3 | Search Query Performance | Queries with purchases that aren't in your PPC as exact match | Add as exact-match keywords | 5 min |
| 4 | Search Catalog Performance | ASINs with a sharp drop in click rate or conversion rate | Check suppressions, stock, price, reviews and listing changes | 5 min |
| 5 | Top Search Terms | Rising terms in your niche and who holds the top three clicks | Add rising terms to research and test them in ads | 5 min |
| Monthly | Repeat Purchase Behavior, Market Basket Analysis, Demographics | Repeat rate trend, new frequently bought-together items, buyer mix | Adjust bundles, targeting, creative and acquisition bids | 20 min |
Log what you changed and when, so the dashboard can tell you later whether it worked.
What are the limits of Amazon Brand Analytics?
Brand Analytics is strong data with real limits. Know them so you don't over-read it:
- It shows what, not why. A drop in purchase share could be price, reviews, stock, a competitor's coupon or a suppressed variation. You still have to investigate.
- Only queries tied to your brand appear in SQP. Queries where you get no impressions don't show up, so it won't reveal every keyword you're missing. Use Top Search Terms and keyword tools for that.
- Data lags. Weekly data arrives after the week closes, so it's for steering, not for same-day reactions.
- Amazon changes it. Dashboards, names and menus shift. Check what your account shows rather than relying on any guide, this one included.
How does Brand Analytics fit with Rufus and AI shopping?
As more shoppers ask Amazon's Rufus assistant questions instead of typing short keywords, the phrasing of searches is getting longer and more conversational. Treat those as signals about what buyers want to know, and answer them in your bullets, A+ Content and Q&A. Our guide to Amazon Rufus optimization covers how to write for that.
How Embarc uses Brand Analytics
Embarc Consulting is a private-label-only agency for Amazon sellers, listed in Amazon's Service Provider Network. Brand Analytics, and Search Query Performance in particular, is part of the weekly routine for every brand in our Amazon account management service:
- Weekly share tracking on each brand's money keywords, so we see slips before they show up in sales.
- Funnel diagnosis that sends each problem to the right fix: images and titles, the detail page, price, or ads.
- PPC harvesting from SQP, so converting queries get their own exact-match bids.
It's the same discipline behind results like 4.6x monthly revenue in 15 months for a restricted-category skin-care brand, from $5.1K to $23.6K a month.