How to Use Amazon Brand Analytics: A Step-by-Step Workflow for Sellers

Amazon Brand Analytics (BA) is only useful if you have a repeatable workflow for extracting data, interpreting it, and connecting it to a specific action. The problem most sellers have isn't access — it's that the interface is spread across multiple reports with different time granularities, and there's no built-in system that tells you what to do with what you find.

This guide is a practical walkthrough: how to access each report, what to look for in each one, and exactly what action each finding should trigger.

Prerequisites: Getting Brand Analytics Access#

Brand Analytics requires Brand Registry enrollment. To enroll in Brand Registry:

1. You must hold an active, registered trademark (in most markets — not just pending) for your brand name or logo
2. The trademark must be from an accepted intellectual property office in the marketplace you're selling in
3. Your brand name on the trademark must match the brand name on your products

Once enrolled, Brand Analytics appears under Brand > Brand Analytics in the Seller Central top navigation. Access is immediate after enrollment approval.

If you see Brand Analytics in the menu but some reports are grayed out, you may need to ensure your account has at least one product associated with your registered brand, and that product has sales history.

Step 1: Run Top Search Terms First#

The logical starting point for any Brand Analytics session is the Top Search Terms report, because it gives you the category-wide view before you look at your own brand-specific data.

Navigate to: Brand > Brand Analytics > Amazon Search Terms

Settings to use:

• Time period: Monthly (provides a balance of stability and recency; weekly data is noisier)
• Look at the current month and the prior month

What to do with it:

Export the full report (or use AMZBoosted's Top Search Terms tool to automate the extraction). Then filter to keywords relevant to your product category.

For each relevant keyword, note:

• The Search Frequency Rank (SFR) — lower number means more popular
• Whether your brand appears in the top three clicked positions
• The conversion share of whoever is ranked #1 for that keyword

Build a simple spreadsheet with three columns: keyword, SFR, and "is my brand in top 3" (yes/no). This becomes your competitive gap map.

The action this generates: Keywords with SFR below 10,000 where your brand doesn't appear in the top 3 are your primary advertising and ranking targets. Sort by SFR ascending — lowest number first — and work down the list. These are high-volume keywords where you're invisible or weak.

Step 2: Pull Your SQP Report#

After Top Search Terms gives you the category view, Search Query Performance gives you your brand-specific view.

Navigate to: Brand > Brand Analytics > Search Query Performance

Settings to use:

• Select your brand (or a specific ASIN if you want ASIN-level data)
• Time period: Weekly (pull the most recent completed week)

What to extract:

The SQP report shows every search query that resulted in impressions, clicks, cart adds, or purchases for your brand, with:

• Your absolute impression, click, cart add, and purchase counts
• Click Share (%) — your share of all clicks for that query across all sellers
• Conversion Share (%) — your share of all purchases for that query

The native Seller Central interface paginates SQP data and doesn't provide a direct bulk download. For sellers with more than a few dozen keywords, using AMZBoosted's SQP Report tool to extract the full dataset to CSV is effectively mandatory for any serious analysis.

What to look for:

Run three filters on your SQP data:

Filter 1 — Conversion Opportunity: Conversion Share > Click Share. These keywords convert better than your visibility would predict. They're your highest-ROI advertising candidates because the listing is already working — you just need more impressions.

Filter 2 — Listing Problem: Click Share > Conversion Share by a wide margin (more than 2:1). You're getting found but not bought. This is a listing, pricing, or intent-match problem for that specific keyword.

Filter 3 — Volume Floor: High search query volume (sort by Search Query Volume descending) where both click share and conversion share are under 5%. These are keywords with real demand where you're effectively absent. Some of these will be worth targeting; others may represent intent that doesn't fit your product.

Step 3: Cross-Reference SQP Against Top Search Terms#

The most powerful analysis in Brand Analytics combines data from both reports:

• From Top Search Terms: the SFR for each keyword, and what competitors' conversion share looks like
• From SQP: your brand's click share, conversion share, and purchase count

When you combine these, you can identify keywords that are:

1. High volume (low SFR)
2. Where competitors have weak conversion share (opportunity exists)
3. Where your brand has strong conversion share but low click share (you convert when clicked — you just need more visibility)

This three-way intersection is where to focus your advertising budget and organic ranking efforts first.

Step 4: Run Item Comparison and Alternate Purchase Analysis#

This step is monthly, not weekly. Navigate to Brand Analytics > Item Comparison and Alternate Purchase Behavior.

Item Comparison shows which ASINs customers view most frequently alongside each of your products. These are your actual competitors as defined by buyer behavior — not by category tree.

Alternate Purchase shows which ASINs customers ultimately buy after viewing yours but not purchasing. These are the products beating you in consideration.

What to do with this data:

For each ASIN appearing in your Alternate Purchase report, run a full competitive analysis:

• What is their price relative to yours?
• What does their main image look like vs. yours?
• What is their star rating and review count?
• What keywords do they appear to rank strongly for?

The ASINs in your Alternate Purchase report are your priority competitive research targets. These are the products that are winning the consideration decision you're losing. Understanding why — better price, better images, more reviews, clearer product positioning — tells you exactly what to fix.

Step 5: Check Repeat Purchase Behavior#

Navigate to: Brand Analytics > Repeat Purchase Behavior

Cadence: Monthly

What it shows: For each ASIN, the percentage of customers who made a repeat purchase within 12 months and the split between new and returning customers.

How to interpret it:

Actions this generates:

• ASINs with repurchase rate below category benchmark: check 1-star review themes for product dissatisfaction patterns
• ASINs with strong repurchase rate: ensure Subscribe & Save is enabled and promoted in listing copy
• Rising new customer percentage month-over-month: healthy growth signal — keep advertising spend on those ASINs

Step 6: Market Basket Analysis for Product Expansion#

Navigate to: Brand Analytics > Market Basket Analysis

Cadence: Quarterly

What it shows: The top five products customers most frequently buy in the same session as each of your ASINs.

What to do with it:

Create a table of the complementary products that appear most frequently across your ASIN set. Products that appear in multiple ASINs' market basket data represent either:

1. A product category you should add to your own line (if your brand doesn't sell it)
2. A natural bundle partner (if you want to offer a bundle listing)
3. A cross-sell target for your Sponsored Display or DSP campaigns (if you want to advertise to buyers of those products)

If a non-Amazon brand appears repeatedly in your market basket data, reach out for wholesale or co-marketing conversations. It's a signal that your customer bases overlap.

The Weekly Brand Analytics Workflow (15 Minutes)#

For sellers who want a sustainable cadence without hours of manual work:

Every Monday morning:

1. Pull SQP Report for the prior week (use AMZBoosted SQP Report tool: ~3 minutes)
2. Flag any keyword where click share dropped more than 3 points week-over-week
3. Check whether any new keywords entered your SQP data with significant volume
4. Update your advertising targets based on the conversion opportunity filter

Every first Monday of the month:

1. Pull Top Search Terms for the prior month (AMZBoosted Top Search Terms: ~5 minutes)
2. Update your competitive gap map — which new keywords hit SFR < 10,000 for your category?
3. Check Repeat Purchase Behavior for any ASIN with more than 10% repurchase rate change
4. Review Item Comparison and Alternate Purchase for your top 3 ASINs

Every quarter:

1. Full Market Basket Analysis pull
2. Demographics review
3. Competitive ASIN deep dive using Alternate Purchase data

The discipline isn't the analysis — it's the consistency. Most sellers who use Brand Analytics effectively aren't doing anything sophisticated. They're just looking at the same reports at the same cadence every week, which means they see changes when they're small and actionable rather than after they've become large problems.

Common Brand Analytics Mistakes to Avoid#

Mistake 1: Using quarterly granularity when you need weekly data. The quarterly view smooths out meaningful week-to-week variation. For operational decisions — ad bids, listing changes — always use weekly SQP data.

Mistake 2: Looking at SQP totals without click share. The absolute number of clicks means nothing without knowing what share of total clicks they represent. A keyword with 500 clicks where you have 40% click share is very different from 500 clicks where you have 2% click share.

Mistake 3: Ignoring the conversion share > click share signal. This pattern — where you convert well but don't appear often — is the highest-ROI advertising opportunity in your account. Most sellers don't flag it systematically.

Mistake 4: Not exporting data. Brand Analytics has no native historical retention or trend view. If you don't export and store your SQP data weekly, you lose the ability to track trends over time. The data that existed last week is gone from the interface the following week.

Mistake 5: Treating Brand Analytics as a one-time audit. The value compounds with consistency. A seller who has 52 weeks of SQP data can see exactly how their click share on every keyword trended through seasonal peaks, competitor launches, and their own campaign changes. A seller who ran Brand Analytics once has a photo. The first seller has a film.