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Everything available in Brand Analytics, how to access it, and how to turn it into decisions that move your numbers.
Key Takeaway
Amazon Brand Analytics contains first-party search and purchase data that no tool can replicate. This guide covers every report — from SQP to Market Basket Analysis — and exactly how to use each one to grow your Amazon business.
Amazon Brand Analytics (BA) is the most valuable tool Amazon gives sellers — and one of the most consistently underused. The data inside Brand Analytics comes directly from Amazon's transaction and search infrastructure. It's not estimated. It's not sampled. It's what actually happened.
This guide covers every report available in Brand Analytics in 2026, what each one actually measures, and how to use the data for decisions that compound over time.
Brand Analytics requires Brand Registry. Your brand must be actively enrolled to access BA reports. If you're selling through a Vendor Central account, some reports are available but the interface differs.
Brand Analytics is available in: US, UK, CA, DE, FR, IT, ES, JP, AU, MX, BR, AE, SA, NL, SE, PL, TR.
Not all reports are available in all marketplaces. SQP and Search Terms are the most broadly available. Demographic data is currently US-only.
What it is: A ranked list of the most-searched terms on Amazon for any given week, month, or quarter. Each term shows:
What it's actually telling you: Where market demand is concentrated and who is capturing it. When you see a keyword ranked #847 with an 18% conversion share going to a single ASIN, that's a conversion machine your competitors haven't figured out how to beat yet. When you see a keyword ranked #200 where the top three clicked products all have under 5% conversion share, that's an unsolved market — buyer intent exists but no one is satisfying it well.
Granularity available: Weekly (most detailed), Monthly, Quarterly
Key limitation: You can only see the top three clicked ASINs per term. If you're ranked fourth or lower, you won't see yourself here. Use SQP for your own brand's position.
How to use it:
What it is: The most brand-specific report in BA. For your registered brand, SQP shows performance data at the individual search query level: how often searches for a term resulted in impressions, clicks, cart adds, and purchases for your brand's products specifically.
What it's actually telling you: Where you are winning searches and where you are losing them. SQP is the only report that shows you your own brand's conversion funnel at the keyword level.
Metrics that matter:
Granularity available: Weekly, Monthly, Quarterly
Export challenge: SQP tables are paginated and there's no native bulk download. Most sellers either view it in the UI (missing most of the data) or spend significant time manually exporting. Automated tools like SQP Snapshot handle this — see the prior section.
What it is: Data on customers who purchased your products and whether they repurchased within 12 months. Shows repurchase rate by ASIN, new customer percentage, and customer lifetime value approximation.
What it's telling you: Whether you're building a customer base or just acquiring one-time buyers. A repurchase rate above 20% in a non-consumable category is excellent. In consumables (supplements, pet food, household supplies), 35%+ is the benchmark.
How to use it:
What it is: For each of your ASINs, shows the top five products that customers most frequently purchase alongside it in the same shopping session.
What it's telling you: What your customers' shopping baskets look like. This is the Amazon equivalent of "customers also bought" data — but for your specific buyers, not the category average.
How to use it:
What it is: Shows which ASINs customers most frequently view alongside yours (Item Comparison) and which ASINs they purchase instead of yours when they don't buy (Alternate Purchase).
What it's actually telling you: Your real competitive set — not who you think competes with you, but who Amazon's algorithm and actual buyer behavior says competes with you.
How to use it:
What it is (US only): Aggregated demographic profile of customers who purchased your products. Shows age ranges, household income brackets, education level, and marital status.
Important caveat: This is aggregate data that Amazon derives from customer information tied to Prime accounts. It's directional, not precise.
How to use it:
The core workflow problem with Brand Analytics: every report requires manual navigation, has limited date range export capability, and presents data in paginated tables with no native bulk download.
For a brand with 50 ASINs tracking SQP weekly, this is 2-3 hours of manual data work per week without tooling.
The alternative workflow:
Weekly (15 minutes with automation):
Monthly (30 minutes with automation):
Quarterly:
The difference between sellers who consistently make data-driven decisions and those who don't is usually not access to data — it's the friction cost of extracting and processing it. Reducing that friction from hours to minutes changes how often you actually look at the data.
What you can't get from Brand Analytics:
These gaps are where third-party tooling fills in — not by accessing data that shouldn't be accessible, but by combining first-party Brand Analytics exports with what's publicly visible on the product page itself (BSR, review count, price, buy-box ownership).
The combination of first-party Brand Analytics data and public product page data is, in practice, everything a sophisticated seller needs to make good decisions at scale.
Day 1: Export Top Search Terms for your category (monthly view). Identify the top 50 terms where your brand doesn't appear in the top three clicked positions.
Day 2: Export SQP for your brand. Calculate purchase rate for each keyword (Purchases ÷ Search Volume). Sort descending — these are your best-performing keywords and your biggest ranking opportunities.
Day 3: Run Item Comparison and Alternate Purchase for your top 3 ASINs. Map out your real competitive set.
Day 4: Pull Repeat Purchase Behavior. Flag any ASIN with a repurchase rate below your category benchmark.
Day 5: Build your weekly tracking workflow. The goal isn't to analyze everything every week — it's to establish a cadence that surfaces material changes before they become problems.
The sellers who win on Amazon aren't necessarily the ones with the best products. They're the ones who see the signals first and act on them. Brand Analytics is where those signals live.
Brand Analytics is a suite of reports inside Seller Central available to Brand Registry sellers. It includes Search Query Performance, Top Search Terms, Repeat Purchase Behavior, Market Basket Analysis, Item Comparison, and Demographic data.
Yes. Brand Analytics is exclusively available to sellers enrolled in Amazon Brand Registry. If you own a trademark and have active brand protection, you can apply for Brand Registry through Seller Central.
Brand Analytics data comes directly from Amazon's transaction and search infrastructure — it's not estimated or sampled. It reflects what actually happened on the platform, making it far more accurate than third-party keyword tools.
Brand Analytics is Amazon's own first-party data — exact click and purchase counts, not estimates. Third-party tools like Helium 10 and Jungle Scout estimate search volume from proxies. For your brand's performance data, Brand Analytics is definitively more accurate.
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AMZBoosted Team
The AMZBoosted team builds privacy-first automation tools for Amazon sellers. We share tactical guides on SQP, brand analytics, keyword research, and Seller Central workflows.
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