What is Amazon Brand Analytics and How to Use It?
Amazon Brand Analytics is a suite of data reports available exclusively to Brand Registry members that provides insight into consumer search behavior, market basket composition, item comparison patterns, and demographic data. It is one of the most underutilized tools available to Amazon brand owners, and when used correctly, it informs product, content, and advertising strategy simultaneously.
What is Amazon Brand Analytics?
Amazon Brand Analytics (ABA) is a section within Seller Central available to Brand Registry members that provides access to proprietary Amazon shopping behavior data. Unlike advertising data that is available to all advertisers, Brand Analytics data comes from Amazon's broader shopping and consumer behavior platform — giving brands insight into how consumers search for and discover products in their category beyond just their own advertising activity.
Key Reports Within Amazon Brand Analytics
- Search Frequency Rank (formerly Search Term Report): shows you the top 100,000 most searched terms on Amazon each week, how frequently each term is searched, and which brands are in the top 3 organic and sponsored positions for those terms
- Market Basket Analysis: shows which products are most commonly purchased together with your products — powerful for bundle strategy and cross-sell opportunity
- Item Comparison and Alternate Purchase Behavior: shows which products customers view before and after viewing yours — competitive intelligence at the decision-moment
- Demographics: aggregate data on the age, household income, gender, education, and marital status of customers who purchase your products — useful for advertising audience targeting and product development
How to Use the Search Frequency Rank Report
The Search Frequency Rank data is one of the most valuable keyword research sources available for Amazon SEO. By identifying which high-frequency search terms your brand is NOT currently in the top 3 positions for, you can identify content and advertising gaps. Terms where you appear in position 1 organically confirm strong ranking. Terms where you do not appear at all in the top 3 despite high search volume are priority keyword targets for your next listing and advertising optimization cycle.
Pull your Search Frequency Rank data for your primary category terms. For each high-volume term, check whether your brand appears in the top 3 organic or sponsored positions. Build two lists: "Ranking confirmed" (maintain and defend) and "Ranking gap" (priority for listing keyword inclusion and PPC investment). Your ranking gap list becomes your keyword action plan for the next 90 days — both for backend search term updates and for new exact match manual campaign targets.
Market Basket Analysis for Bundle and Cross-Sell Strategy
Market Basket Analysis shows which products are most frequently purchased alongside yours in the same shopping session. If customers who buy your dog food frequently also buy a specific supplement or treat brand, that is a signal for either a product bundle opportunity or a Sponsored Display conquesting target. This data directly informs both product development decisions and advertising targeting.
Using Brand Analytics for Competitive Intelligence
The Item Comparison report shows which competitor products are most frequently viewed before a customer purchases your product — meaning those are the alternatives buyers are considering. Similarly, it shows where customers go after viewing your product without purchasing. This data tells you exactly who your real competitors are (versus who you assume they are) and which listings need improvement to prevent defection to those alternatives.
Brand Analytics Access and Reporting Cadence
Brand Analytics is accessed through Seller Central under the Brands > Brand Analytics menu. Most reports are available weekly, monthly, and quarterly. Recommended review cadence: Search Frequency Rank monthly for keyword strategy updates; Market Basket and Item Comparison quarterly for strategic planning; Demographics annually for marketing strategy review.
Frequently Asked Questions
Amazon Brand Analytics (ABA) is a section within Seller Central available to Brand Registry members that provides access to proprietary Amazon shopping behavior data. Unlike advertising data that is available to all advertisers, Brand Analytics data comes from Amazon's broader shopping and consumer behavior platform — giving brands insight into how consumers search for and discover products in their category beyond just their own advertising activity.
Key reports include Search Frequency Rank (top 100,000 most searched terms on Amazon each week, which brands are in the top 3 organic and sponsored positions), Market Basket Analysis (which products are most commonly purchased together with yours), Item Comparison and Alternate Purchase Behavior (which products customers view before and after viewing yours), and Demographics (aggregate data on age, household income, gender, education, and marital status of customers who purchase your products).
The Search Frequency Rank data is one of the most valuable keyword research sources available for Amazon SEO. By identifying which high-frequency search terms your brand is NOT currently in the top 3 positions for, you can identify content and advertising gaps. Terms where you appear in position 1 organically confirm strong ranking. Terms where you do not appear at all in the top 3 despite high search volume are priority keyword targets for your next listing and advertising optimization cycle.
Market Basket Analysis shows which products are most frequently purchased alongside yours in the same shopping session. If customers who buy your dog food frequently also buy a specific supplement or treat brand, that is a signal for either a product bundle opportunity or a Sponsored Display conquesting target. This data directly informs both product development decisions and advertising targeting.
The Item Comparison report shows which competitor products are most frequently viewed before a customer purchases your product — meaning those are the alternatives buyers are considering. Similarly, it shows where customers go after viewing your product without purchasing. This data tells you exactly who your real competitors are and which listings need improvement to prevent defection to those alternatives.
Brand Analytics is accessed through Seller Central under Brands > Brand Analytics. Most reports are available weekly, monthly, and quarterly. Recommended review cadence: Search Frequency Rank monthly for keyword strategy updates; Market Basket and Item Comparison quarterly for strategic planning; Demographics annually for marketing strategy review.
About Perfality
Perfality is an end-to-end ecommerce and marketplace management agency trusted by 75+ global CPG and DTC brands including Spectrum Brands, Kenneth Cole, Black+Decker, Stella & Chewy's, and Galderma. With 8 years of hands-on experience and a 100+ specialist team based in Jaipur, India, Perfality helps brands grow on Amazon, Walmart, Chewy, Petco, and other major marketplaces through listing optimization, A+ content, PPC management, account operations, chargeback recovery, and data intelligence. Learn more at www.perfality.com.
Perfality's data intelligence team runs structured Brand Analytics reviews for 75+ global CPG brands — translating the data into keyword, advertising, and product action plans.
