January 27, 2023

Amazon Brand Analytics - What is It and How Does It Work in 2023

Are you an Amazon brand-registered seller and need help growing your sales and improving the visibility of your business online? If yes, then Amazon Brand Analytics is a readily accessible software that will help you take the guesswork out of your business decisions.

Building a successful online business depends on customer satisfaction. And to satisfy your customers, you’ll need to understand what they need, their budget, and their interests. To accomplish this, you will need the appropriate data. The Amazon Brand Analytics tool gives you access to actionable data that helps you understand your customers better.

Discover the Amazon Brand Analytics platform and how it works in 2023.

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What is Amazon Brand Analytics?

Amazon Brand Analytics, also known as ABA, is an additional feature on the Amazon store’s Seller Central. This feature provides registered brands with an array of data and statistics to help you make intelligent business decisions that will improve your online sales and customer loyalty.

The Brand Analytics tool from Amazon is undeniably one of the most easy-to-use and well-designed software ever launched by Amazon. This tool is capable of providing you with valuable data and insights about the online purchasing patterns of customers. With this data, you can create effective marketing campaigns and business strategies for your Amazon store.

With this software, you can:

  • Enhance the visibility of your products through targeted advertising and keyword optimization
  • Increase online sales by using strategic pricing and creating attractive deals
  • Discover customer shopping habits and identify potential customers.
  • Gain an advantage over competitors through insights that show you what products to include in your portfolio.

Not only does Amazon Brand Analytics make it easier to get these insights, but they are also easy to understand and actionable, thanks to its intuitive and user-friendly interface.

How Does Amazon Brand Analytics Work?

With the Amazon Brand Analytics software, you’ll have access to valuable data regarding:

  • Search terms and keywords used by Amazon shoppers when searching for products
  • Top-performing terms and keywords in comparison with other search terms in the Amazon store database
  • The demographics of your customers
  • Product comparison based on Search Frequency Ranks.

This makes for a more straightforward analysis of your Amazon store’s performance over time, providing you with the insight needed to optimize and improve your product listings.

How to Use Amazon Brand Analytics

Here is how to use the Amazon Brand Analytics feature:

  1. Select a date or time range from the report dropdown list.
  2. Use related search terms, keywords, product titles, or ASINs to pull up your needed data.
  3. Or define your search by going through the product categories.

How Do I Access Amazon Brand Analytics?

Amazon Brand Analytics is open to all third-party sellers who are part of the Amazon Brand Registry program. The following are the criteria for joining the Brand Registry Program:

  • You must own the brand
  • You must be officially associated with the brand
  • You must sell the brand on the Amazon store.

If you don’t have access to Amazon Brand Analytics, it simply means that you have not met the criteria stipulated by the Amazon Brand Registry. However, you can contact the Amazon Seller Support Team for assistance.

What Reports Does the Amazon Brand Analytics Offer?

Amazon Brand Analytics is a collection of metrics and reports, and the following are the types of data you can collect with it.

Amazon Search Terms

The Amazon Search Terms report provides data on what buyers type in Amazon’s search bar when looking for your products or competitors. Rather than leaving this information to your imagination, this feature includes the following in the Seller Central Search Terms Report:

  • Most popular search terms or keywords on Amazon within a specific period
  • The search frequency rank of each search term
  • Products with the highest conversion rates and click-share
  • Products with the highest buyer click after using a particular search term

The Amazon Search Terms report lets you know what terms and keywords to use in your product titles and descriptions. This can assist you in getting your products in front of potential customers more efficiently and faster.

You can access this data as follows:

  1. Go to the Brand Analytics Dashboard
  2. Click on “Consumer Behavior Dashboards”
  3. Select “Amazon Search Terms”

Below are the six key points covered in the Amazon Search Terms report:

Product Title

The title of a product is defined by the product’s Amazon Standard Identification Number (ASIN), a unique ID consisting of numbers and letters. Every product on the Amazon store has its ASIN.

Search Term

A search term, also known as a keyword, is a combination of words or phrases that customers use when searching for products on the Amazon store. Examples are “men’s vests”, “hair growth products for women,” or “aftershave for men.”

Search Frequency Rank (SFR)

An SFR is a numerical rank of a specific search term. It shows how popular a search term is compared with others within a specific period.

Click Share

A click share is the number of times a buyer clicked on a particular product for a search term divided by the number of times a buyer clicked on a similar product for that search term. It is always calculated in percentage.

Conversion Share

Just like click share, a conversion share is also calculated in percentage. It is the number of times a buyer bought a particular product for a search term divided by the number of times a buyer bought any other product for that search term.

Clicked ASIN

Clicked ASIN refers to the products that received the highest number of clicks from buyers for a particular search term, whether organically in the Amazon SERPs or through paid advertisements.

Market Basket Analysis

The market basket analysis is one of the most significant analytics metrics you’ll need for your Amazon store. It gives you a chance to increase your basket order value per checkout.

If you sell electronic gadgets, for example, but don’t sell accessories to go with them, your customers will have no choice but to get them elsewhere. The market basket analysis shows your three most purchased products during the same period. With this information, you can add the best-selling accessories to your portfolio.

Products purchased in a proportional amount to yours could be complementary products. You can cross-sell these items or bundle them together with your products, increasing your order value. Here are the key metrics with which you can sort your market basket report data:

  • Purchase combinations
  • Most purchased ASIN
  • Most purchased product titles

Item Comparison

There is always a huge difference between the number of people clicking on products and those making the purchases. You can get insights into the shopping patterns of your customers with the Seller Central Item Comparison Report.

This report shows customers the top five products that they have clicked on within 24 hours of viewing them. It also shows the percentage of customers that viewed each product. Here are the metrics used in the Item Comparison Report:

Compared ASIN

Compared ASIN includes the ASIN numbers of the products that shoppers compared with your products.

Compared Percentage

The compared percentage is the number of times another product has been viewed within 24 hours of viewing yours.

Alternative Purchase Behavior

With the alternative purchase behavior, you get to know what competitors’ products shoppers view after yours.

Purchased Percentage

This is the percentage of orders with the compared ASIN to the total number of alternative product orders.

Alternate Purchase Behavior

Similar to the Item Comparison Report, the Alternate Purchase Report shows you your product's five most purchased alternatives. This report also shows the distribution of time in which each of your products was used as an alternative.

With this report, you can create catalogs depending on what buyers purchase, and make decisions on what products you should add to your portfolio and how to market them. The alternate purchase behavior analysis makes use of the same metrics as the item comparison while allowing you to sort the data by:

  • Search terms or keywords
  • Brand
  • ASIN
  • Category and subcategories


As a seller, you must know who your customers are. This will guide you in creating effective marketing strategies for your audience. For example, a college student’s buying habits will differ from a company CEO’s. With this information, you can easily tailor your business strategies to help connect with your ideal customers.

The Amazon demographics report includes charts that show the following:

  • A demographic indicator
  • The total number of customers who purchased your products
  • Customers belonging to each demographic as a percentage of all customers
  • The total number of products ordered
  • The total number of units ordered for each product
  • Number of units ordered by each demographic as a percentage of the total number of units ordered

In this report, you can also get insightful data about your customers based on the following factors:

  • Sales by age
  • Sales by gender
  • Sales by the level of education
  • Sales by household income
  • Sales by marital status

What Are the Benefits of Using Amazon Brand Analytics?

The Amazon Brand Analytics tool comes with several benefits that can help you achieve your business goals in a more predictable and data-driven way. Below are some of its benefits.

Analyze Customer Search Behavior

With the help of Amazon brand analytics tools, you can analyze for common keywords your potential customers search for. This way, you can identify highly converting keywords related to your target market’s shopping behavior. This information is a sufficient resource to increase or reduce your ad bids for keywords and adapt your product listing to attract various demographics.

Asides from Amazon search results, you also want to be able to account for the traffic you get, especially if you promote your listings via external channels. The Traffic Insights tool by Semrush can help you do this. Using this tool with the Amazon Brand Analytics feature, you can differentiate the amount of traffic your keywords attract in Amazon searches from those from external sources.

Get Insight into Your Product Performance

Since the Amazon Brand Analytics platform helps identify what search terms facilitate sales, it is easier to understand how your products perform on the market fully. For instance, if your product ranks for a search term, it is one of the best-performing products in that category. If otherwise, you can examine and adapt your competitors’ strategies and best practices to improve your visibility and sales.

Determine the Right Marketing Strategy for Your Products

Because Amazon Brand Analytics gives you access to know what your competitors are doing, you can understand what you aren’t doing right and make required adjustments. Also, with the data on keywords and demographics, you can adequately market your products to your target audience using top-performing keywords within any category.

Choose Effective Search Terms and Keywords.

Through the Search Frequency Rank (SFR), Amazon ensures that you only see the most effective keywords for the product you’ve searched for. This way, you can choose the right keywords when optimizing your listings to rank better on the Amazon store.

To optimize your listing further, you can create different versions of the same product using different keyword combinations, titles, prices, images, and offers.

Spot Competitors

The Amazon Brand Analytics feature helps you spot competitors and analyze their strategies. With this knowledge, you can make intelligent business decisions. For example, you can see which keywords competitors are ranking for and incorporate them in your product title and descriptions.

You can also get insights on best-selling products and add them to your portfolio of products. Combining the Amazon Brand Analytics feature with the Product Research for Amazon tool by Semrush makes it even easier. With this tool, you can get real-time information on product demand to estimate its profitability.

Free of Charge

Unlike other platforms that provide analytics tools for a fee, Amazon offers its brand analytics tools at absolutely no cost to you. What’s more, the data you’ll get from Amazon Brand Analytics platform contains essential and accurate information with no compromise done to minimize costs.


Amazon Brand Analytics has a user-friendly and intuitive interface which makes it easy to understand and implement the insights you get. So, you don’t need background knowledge in analytics before you can utilize this feature.

Also, you don’t need any API or third-party software to use this feature. It’s automatically embedded in your Seller Central account as long as you’re on the Amazon brand registry.


Amazon Brand Analytics is a reliable, effective, and easy-to-use software you can utilize to build a successful online business. Because this feature from Amazon accurately provides some of the essential insights, data, and metrics you’ll need, it can guide you in making knowledgeable and strategic decisions for your Amazon ecommerce business.

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