Amazon’s Brand Analytics tools can help you grow sales and visibility for your business. Here’s how to use our data and tools to take your brand to the next level.
Growing an online store sustainably requires two things: customers and their loyalty. To get both, you must understand buyers’ needs, budgets, and interests. But achieving this requires the right data.
With Brand Analytics, you get access to insights about the online shopping and purchasing habits of customers. Using this, you can build your brand’s visibility and revenue.
What is Brand Analytics?
Brand Analytics is an add-on feature available to registered brands selling in the Amazon store on Seller Central. It provides a collection of reports and metrics to help brands make data-driven decisions to increase sales and customer loyalty. Amazon sellers can use this data to identify customer shopping patterns, analyze past purchasing behaviors, and more:
- Improve visibility – Use ads and keyword optimization
- Gain competitive edge – Figure out what products to add to your portfolio
- Grow sales – Get strategic about pricing, advertising, and creating deals like bundles
But to gain these insights, you need a resource that delivers the right data plus insights you can immediately understand and use. In Amazon’s store, Brand Analytics caters this info with a user-friendly, intuitive interface.
Cardinal & Crest started on Amazon about a year ago. It’s probably the first time in the history of the world that somebody can go from idea to product creation to putting it in front of millions of customers just like that.
How to access Amazon Brand Analytics tools
To access Brand Analytics, you must qualify to register as a brand owner, which means you must:
- Own the brand
- Be internal to the brand
- Sell the brand in the Amazon store
Meet these criteria? Register your brand by visiting Amazon Brand Registry.
Once you register your brand, log into the Amazon Seller Central Dashboard.
Click “Brands” in the top right corner, and then click on “Brand Analytics” in the drop-down menu:
Next, we’ll dive into what you’ll find in the Brand Analytics suite.
What does Amazon Brand Analytics include?
In the Brand Analytics Dashboard, you’ll find six detailed reports:
- Amazon Search Terms Report – See what keywords shoppers are using to find products in Amazon stores
- Demographics Report – View aggregate data on customer location, gender, age, household income, and marital status
- Item Comparison Report – Learn which products customers look at after viewing your offers
- Alternate Purchase Report – Analyze which products customers buy after viewing your offers
- Market Basket Report – Build bundles based on items customers frequently buy together
- Repeat Purchase Behavior Report – Find popular products by viewing what customers buy repeatedly
In addition to these six reports, you’ll also find the Search Catalog Performance Dashboard, which allows you to compare products and ratings for other brands to help make decisions about what products to sell.
Let’s review each of these Brand Analytics features and where to find them.
1. Search Terms Report
Knowing how customers find products is enlightening and empowering. Instead of guessing what shoppers type into Amazon search to find items like the ones you sell, you can see it firsthand in the Seller Central Search Terms Report.
Using strategic search terms in product titles and descriptions can help you connect with more customers looking for the type of items you offer. To access this data, go to the Brand Analytics Dashboard and click on “Consumer Behavior Dashboards.”
Then select “Amazon Search Terms.”
Here, you’ll see the search terms each product ranks for (e.g., “kids toys” or “dining table cloths”). The “Search Frequency Rank” column shows how different products rank for each keyword (e.g., #5 on page one).
Check the “#1 Clicked ASIN” column to see the most-clicked products for each search term. Next door in the “#1 Product Title” column, you’ll see which product headline received the most clicks.
For example, a product may receive 5% of the clicks out of 5,000 people who searched for the term in the past week (or another timeframe you set). This equates to 250 clicks per week.
2. Demographics Report
Are there any patterns to customer age groups, or where they live? You can find out that and more in the Seller Central Demographics Report in the Brand Analytics Dashboard.
Once there, click on “Demographics” in the “Consumer Behavior Dashboards” drop-down menu.
Here, you’ll find details about your audience, such as their:
- Household income
- Marital status
It also provides combined data about age, household income, and other factors such as:
- How many customers are unique buyers and the percentage of the total number of customers (for example, only 500 of this week’s 1,000 customers were unique buyers, so 50%)
- How much you earned from total product sales (for example, $5,000 total for the week)
- How many customers placed orders (for example, 1,000 orders in the past week)
- Total number of order units (one sale can have more than one unit sold, so for example, 3,000 units sold within 1,000 orders for the week)
Want to see it in action? Here’s how to position your brand using demographics.
3. Item Comparison Report
Thousands of people are clicking on products. But only hundreds are making a purchase. What’s happening? You can get insights into customer shopping habits in the Seller Central Item Comparison Report.
It tells you the top five products customers view after clicking on the products you offer. Why’s this important? Because it pinpoints buyer search patterns and preferences.
For example, customers who view the baby bottles you sell might often click on non-BPA bottles afterward. So you either add in your title and description that the baby bottles are BPA-free or add BPA-free bottles to your portfolio to boost sales.
To get to this report, click on the “Consumer Behavior Dashboards” drop-down menu and select “Item Comparison and Alternate Purchase Behavior":
In the report, you’ll find the top five products frequently viewed on the same day as the items you sell. In the columns you’ll learn:
- ASIN numbers of products being compared
- Product titles for each item being compared
- Most-clicked ASINs after viewing that product
- Product titles of the most-clicked similar products
- Percentage of people who click on that product after viewing your offer
- ASIN number of the second most-clicked similar product
See it in action in this video about how to use Brand Analytics to identify competing products.
4. Alternate Purchase Report
After seeing the top five products shoppers view after visiting your Amazon store, it’s time to see which goods they actually purchase. Every order is a vote on what products to consider adding to your portfolio.
You can see this in the Seller Central Alternate Purchase Report, which shows the top items customers purchase the day they view (but don’t buy) a product you offer.
To get this report, click on the “Consumer Behavior Dashboards” drop-down menu and select “Item Comparison and Alternate Purchase Behavior":
Then go to the “Purchase Behavior” screen to see which products prospective customers buy instead.
In the report, you’ll find:
- ASIN of the top purchased product
- Title of the purchased product
- Top combination (other products customers buy after viewing a product you offer)
If you want to find this data for specific products, use the search bar in the top right to search by ASIN or keywords.
The goal: Find catalog opportunities based on what customers view and purchase frequently. Use this information to add new items and advertise them to increase clicks (and potentially purchases).
5. Market Basket Report
Customers are clicking and buying. While this is great, there’s an opportunity to increase the basket order value of each checkout.
For example, let’s say customers are buying BPA-free baby bottles. But they also purchase baby bottle brushes to clean them. If you don’t offer this product, they buy it from another seller. So, if you bundle together a brush set with the baby bottles, you might increase order sizes.
To find this data, review the Seller Central Market Basket Report. Go to the Amazon Seller Central Dashboard, click on the “Brands” tab, and select “Brand Analytics.” Then go to “Market Basket Analysis” under the “Consumer Behavior Dashboards” drop-down menu.
In this report, you’ll see what products customers frequently purchase at the same time they buy specific items. The “Combination percentage” shows the frequency an item appears in orders containing the same product (within the timeframe you select).
Here’s the formula:
combination percentage = orders containing both the product you offer and the purchased product / total number of orders x 100
So if 1,000 orders contain the baby bottles you sell plus the bottle brushes out of 5,000 total orders, then it will look like this:
1,000 divided by 5,000 = 0.20 multiplied by 100 = 20%
In this case, 20% of orders contain the baby bottles with the brushes. Use this information to:
- Create virtual bundles
- Discover advertising opportunities
- Identify cross-marketing opportunities
You can also filter the products shown in the report:
By default, the report will show the top three products, regardless of the brand owner. So in the drop-down, choose “My products only” to just see the items your brand offers.
Information in the report shows the combination percentage and the ASIN of the item customers purchase along with the product you offer. Look into these alternatives to learn more about why customers purchase them and consider what you might want to offer instead.
6. Repeat Purchase Behavior Report
Some products sell more frequently than others. Knowing which items in your inventory are “hot” offers a look into what customers like. Use this information to determine products to stock up on and which products to advertise more.
For instance, if you sell different flavored candies and notice green apple sells best, you wouldn’t over-stock your inventory with cherry. Instead, you’ll buy more of the green apple and then advertise it to get new and previous customers to buy it repeatedly.
You can find information about customer buying behaviors in the Seller Central Repeat Purchase Behavior Report.
To get here, go to the Brand Analytics Dashboard in Amazon Seller Central. Then select “Repeat Purchase Behavior” under the “Consumer Behavior Dashboards” menu.
In this report, you’ll find:
- Number of orders for a product
- Number of unique customers who purchased that product
- Number of repeat customers (as a percentage of the total number of customers)
- Sales amount from repeat purchases
- Percentage of orders containing repeat purchases of the product
You can view this information by ASIN or brand. Go to the “View by” drop-down menu and select either or.
7. Search Catalog Performance Dashboard
Imagine having a crystal ball that could answer questions like:
- Which products generate the most sales?
- Which products should I keep or remove from my inventory?
- What prices should I set for products?
- How can I improve the visibility of product listings?
This is possible using the Seller Central Search Catalog Performance Dashboard. It’s accessible in your Amazon Seller Central account by clicking on “Brands” and then “Brand Catalog Manager.”
Here, you’ll find details about all the products in your catalog being sold by any seller in the Amazon store.
The dashboard shows product metrics like:
- Search impressions
- Conversion rate
With this information, you can learn how customers engage with products throughout the shopping journey:
- Top of the funnel: See which keywords customers use to find products (impressions)
- Middle of the funnel: See which products customers click on the most (clicks)
- Bottom of the funnel: See which products have the highest conversions (conversion rate and purchases)
You can make improvements at each stage of the funnel. For instance, at the top of the funnel, you can improve impressions by targeting lower competition keywords and adding them to listing titles and descriptions.
Then to improve the middle of the funnel, you can write better product titles to get shoppers to click.
At the bottom of the funnel, you can create a better product listing:
- Adding high-quality product images
- Writing a description that details the benefits and features
- Adjusting the price to be more competitive
How Brand Analytics can help you boost sales
Without data, it’s tougher to make sound decisions to improve sales. It places you in the dark, turning your strategy into a guessing game.
By incorporating Brand Analytics into your process, it helps you to:
- Understand what type of products are selling and why
- Identify niches for your brand and adjust your catalog
- Forecast purchasing trends
- Compare your brand to competitors
- Find opportunities for advertising
Let’s review several top metrics to help you gain a competitive edge.
7 metrics you can start tracking today
The metrics you track can reveal opportunities to increase sales. But it requires monitoring the right metrics. Try these.
1. Search impressions
How well are products performing in Amazon search? Are they showing up at the top of the ranks for the keywords you’re targeting? You can find out in the Search Catalog Performance Dashboard.
Here, you’ll learn what keywords products rank for and how many people see them (impressions) per day, week, or month—depending on the time interval you set.
Your listings are getting views and clicks, but are shoppers converting into customers? You can find out by looking at the purchases metric in the Search Catalog Performance Dashboard.
Use this as an opportunity to uncover issues in product listings. For example, maybe you want to consider adjusting the descriptions or pricing.
Sometimes people show interest in a product by clicking on a listing. Some may even add the product to their carts without checking out.
Seeing add-to-cart data is helpful to evaluate the effectiveness of your marketing efforts and product choices. If a lot of people are adding a product to their carts, it shows a high intent to purchase. What’s stopping them? It might be worth doing some detective work to find out.
4. Top keywords
Keywords are what customers type in to find products. Are you using the best ones to increase the visibility of listings? One way to find out is by looking at the searched keywords metric in your Search Terms Report.
Now, don’t confuse this with Amazon’s Best Sellers list, which features products most frequently purchased. The Search Term Report shows high-frequency keywords in customer queries—not what customers end up buying.
View the search frequency rank to see how each keyword performs compared to others. Then consider adding different keywords to product titles and descriptions.
5. Click rates
Once you know the top terms Amazon shoppers use to find products (and after optimizing listings with them), it’s time to review whether they’re earning more clicks.
If products are getting lots of impressions on search, but aren’t getting clicks, then there’s an underlying problem. For example, not having an enticing listing title. Or too high of a price.
However, you’d probably never come to this conclusion without first realizing you have a low click rate. You can find this out in the Search Catalog Performance Dashboard.
In the Search Terms Report, you’ll find information about:
- Number of clicks a product receives (total)
- Share of conversions of the product (how many purchases)
- Share of clicks (how many times someone clicks the products)
6. Audience demographics
Knowing who’s buying products makes it easier to market them. For instance, if you know the majority of customers are within a certain income bracket, then you can price products accordingly. And if the average education level of customers is high school, then you’d leave jargon and complex words out of product descriptions.
You can find aggregate data about customers in the Demographics Report, such as:
- Household income
- Marital status
7. Repeat purchases
Building a loyal customer base requires strategy. By seeing which products customers buy repeatedly, you can get a leg up on deciding which items to invest advertising dollars into.
Find and analyze this data in the Repeat Purchase Behavior Report.
More tools to gain insight into your brand
Visit the Brand Dashboard for more resources to analyze data and build your brand. Here are a few highlights.
One tool available is Brand Health, which provides insights into your brand’s overall performance. Not only does it help you make better business decisions—it also sheds light on Prime eligibility.
Consult Brand Health for:
- High-impact ASINs (products important for your brand)
- Prime eligibility (having Prime can increase conversion rates)
- In-stock rate (improve customer experience by replenishing products faster)
- Price competitiveness (compete for sales by setting prices and getting featured)
- Selection completeness (add more products to interest customers)
Brand Registry is a program to protect intellectual property and the products you sell in Amazon stores. It’s available to:
- Brand owners with private labels
- Distributors with registered trademarks
- Resellers with permission from brand owners or manufacturers
Become a registered brand to get control over product listings (titles, images, descriptions), plus access to advanced seller support and Brand Analytics tools to predict performance.
Then there’s Transparency, which protects brands and customers from counterfeits. It provides unique codes to verify the authenticity of a product, halting counterfeits before they reach customers.
Customers can even scan the code to authenticate a product and communicate with your brand directly post-purchase. Think of it as an extra chance to optimize the supply chain and keep customer satisfaction high.
Transparency is a part of a suite of Brand Protection tools and services—learn more in this video.
Build a successful business using Brand Analytics
You can rely on your instincts to grow a business. If you want to take it to the next level, use data-driven insights to make informed decisions.
Amazon’s Brand Analytics can show not only how your business is doing now, but also how it can potentially grow (or decline) in the future.
With data to guide you, take the steps to learn about customers and competitors, so you can build a successful ecommerce business. Ready to get started? Set up your Amazon seller account and enroll in Brand Registry for free access to Brand Analytics.
I don’t think people understand more than half of the Amazon marketplace is represented by entrepreneurs like myself.
FAQ: Brand Analytics
What is Amazon Brand Analytics?
What data does Amazon give to sellers?
- Popular keywords
- Product views and purchases
- Competitor comparisons
- Customer demographics (in aggregate)
Where can I find the Brand Analytics tool?
Is Brand Analytics free in Amazon stores?
What are the eligibility criteria for Brand Analytics?
- Own the brand
- Be internal to the brand
- Sell the brand in the Amazon store
What are the terms and conditions for Brand Analytics?