What Brand Analytics Provides
Amazon Brand Analytics is a suite of data tools available to brand-registered sellers. It gives you access to information that non-registered sellers cannot see — including what customers search for on Amazon, which products they click on, and how your products compare to competitors. This data is invaluable for making informed decisions about keywords, product development, and advertising strategy.
Search Term Reports
The most powerful feature is the search term report. It shows the most popular search terms on Amazon over a given period, along with the top three products that customers clicked on for each search term. This tells you what customers are looking for and which products are winning those searches.
Use this data to identify keywords for your listings and advertising campaigns. If a search term relevant to your product is generating thousands of searches but the top-clicked products do not include yours, that is an opportunity to optimise your listing or increase your advertising spend on that term.
Market Basket Analysis
This report shows which products customers frequently buy together. If you sell a phone case and the data shows customers also buy screen protectors, that is a signal to consider adding screen protectors to your range, creating a bundle, or running targeted advertising to customers buying the complementary product.
Market basket data is useful for product line expansion decisions. Instead of guessing which products your customers might want next, the data tells you directly what they are already buying alongside your products.
Demographics
Brand Analytics provides demographic information about your customers — age ranges, income brackets, education levels, and gender. While this data is aggregated and anonymised, it helps you understand who is buying your products. This informs decisions about product design, packaging, pricing, and which marketing messages might resonate most effectively.
Repeat Purchase Behaviour
The repeat purchase report shows how often customers come back to buy your products again. High repeat purchase rates indicate strong customer satisfaction and a product that people use up and need to replace. Low repeat rates might signal quality issues or a product that customers only need once. This data helps you forecast demand and identify your most loyal customer base.
How to Access Brand Analytics
You need to be enrolled in Amazon Brand Registry, which requires a registered trademark. Once enrolled, Brand Analytics is available in Seller Central under the Brands menu. The data is updated regularly and you can select different reporting periods to analyse trends over time.
Brand Analytics transforms your decision-making from gut feeling to data-driven strategy. If you sell private label products on Amazon, getting brand-registered and using this data effectively is one of the highest-value things you can do for your business.