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If you have Brand Registry, you have access to one of the most useful competitive intelligence tools on the platform.

Most sellers never open it.

Brand Analytics sits inside Seller Central under the Reports menu. It’s free, reports data updates on a weekly basis, and it contains data that most agencies spend thousands building workarounds to approximate. Search term volume by ASIN, click share by keyword, what customers buy alongside your product, who your actual buyers are demographically. All of it sourced directly from Amazon’s own transaction data.

The problem is that Brand Analytics is easy to miss, slightly unintuitive to navigate, and most sellers who do find it don’t have a system for using it consistently. This post lays out the five core reports, what each one actually tells you, and how to build a weekly review cadence that translates the data into decisions.

What Brand Analytics Requires

Brand Analytics is available to sellers enrolled in Amazon Brand Registry. Registry requires an active, registered trademark in the country where you’re selling. If you have Brand Registry and you’re not using Brand Analytics, you’re leaving the most useful free tool in Seller Central untouched.

Find it in Seller Central under Reports > Brand Analytics. You’ll see the report menu on the left side. Each report covers a different slice of your market and your performance within it.

Note: Report availability and data depth vary by marketplace. Sellers in non-US marketplaces may find some reports – particularly Demographics – are limited or unavailable in their region.

The Five Core Reports

Search Query Performance

This is the report most sellers should start with and return to every week. It shows your brand’s performance across specific search queries: how many times your products appeared in results, what share of clicks you captured, and what share of cart adds and purchases followed.

The comparison against competitors is what makes it powerful. For any given search term, you can see how your click share stacks up against the top three ASINs capturing clicks on that query. A term where you’re showing up but losing click share to a competitor is a conversion problem. A term where you’re not showing up at all is a visibility problem. The data tells you which one you’re dealing with before you spend anything on a fix.

Amazon Search Terms

This report shows the most frequently searched terms on Amazon for a given time period, along with the top three ASINs that captured clicks for each term and their respective click share percentages.

This helps give you instant Amazon SEO Xray vision.

Use it as a validation layer on top of your standard keyword research. If a keyword tool is telling you a term has high search volume but the top-clicked ASINs in Amazon Search Terms are in a completely different subcategory, that’s a signal you’d rank for the wrong intent. Conversely, terms where your competitors dominate click share but where you have a legitimate product claim are the highest-priority targets for listing optimization and PPC.

Market Basket Analysis

Market Basket shows what customers purchased in the same order as your product, ranked by frequency. At first glance, sellers treat this as bundling intelligence. It is, partially. But the more immediate application is competitive context.

If customers are consistently buying your product alongside a specific complement, that tells you something about the use case your listing should be speaking to. It also identifies the search terms that complement product’s customers are using – terms that could become relevant for your own targeting.

One caution: do not act on Market Basket as a bundling decision without running the margin math first. High co-purchase frequency means customers like both products. It says nothing about whether bundling them is profitable at your price point.

Repeat Purchase Behavior

This report shows the repeat purchase rate for each of your ASINs — what percentage of customers came back and bought again within a set time window.

The strategic application is identifying which SKUs have subscription potential. A product with a high organic repeat purchase rate is a candidate for Subscribe and Save enrollment if you’re not already there. A product with low repeat rates and low new-to-brand sales is a different kind of problem, it’s not acquiring customers and it’s not keeping them.

Look at this report alongside your new-to-brand percentage. High new-to-brand plus low repeat purchase rate means you’re spending to acquire customers who aren’t returning. High repeat purchase rate means you have a retention asset worth protecting with inventory health.

Demographics

Demographics shows the breakdown of your buyers by age range, household income, education level, marital status, and gender (fields may vary over time and by marketplace,  confirm what’s visible in your Seller Central). It’s sourced from Amazon’s own customer data, which makes it more reliable than most third-party audience estimates.

The direct applications are two: listing copy and ad targeting. If your actual buyer skews older and higher income than the persona your listing was written for, that’s a copy problem. If your Sponsored Display targeting is built around a demographic assumption that doesn’t match who’s actually buying, the Demographics report shows you the gap.

How to Use Brand Analytics for Keyword Research

Brand Analytics is a validation layer, not a replacement for standard keyword research tools. Use it after you’ve built a keyword list to check two things.

First, are the terms you’ve prioritized ones where buyers are actually clicking through to purchase, or are they high-search, low-conversion terms that inflate volume metrics? Amazon Search Terms shows you click share by ASIN, which gives you a sense of whether a term is commercially active or primarily informational.

Second, are you identifying terms where you have click share but are losing purchase share? That gap between click and purchase is the most actionable signal in Brand Analytics. It means customers are finding your listing but choosing a competitor. That’s a listing optimization problem, not a traffic problem.

How to Use It for Listing Decisions

The gap between click share and purchase share is the clearest conversion signal available to Brand Registry sellers.

If your click share on a term is 15 percent and your purchase share is 4 percent, you’re getting traffic and losing it. That typically points to something happening on the listing: pricing, primary image, review count relative to competitors, or a copy mismatch between what the search intent is and what your listing leads with. Brand Analytics surfaces the gap. Fixing it requires a listing audit.

Run Search Query Performance on your top 20 terms. For any term where click share is more than twice your purchase share, that term belongs on a priority list for listing review.

How to Use It for PPC

Search Query Performance shows you exactly where you’re losing click share to competitors on terms that already have commercial intent. Those terms are your highest-priority PPC targets – buyers are searching, clicking competitors, and purchasing. You need to be in the auction more aggressively.

For any term where a competitor holds more than 30 percent click share and you hold under 10 percent, check whether you’re bidding on that term in exact match. If you are, check whether your bids are competitive for the placement. If you aren’t, add it.

Brand Analytics also helps you avoid wasting PPC budget on terms where you’re already winning organically. If your organic click share on a term is strong, aggressive PPC spend on that same term has diminishing returns. Redirect that budget toward terms where you’re losing.

Building a Weekly and Monthly Cadence

Weekly: pull Search Query Performance for your top 10 terms. Check click share trends against the prior week. Flag any term where click share dropped more than a few points for a competitive check.

Monthly: run Amazon Search Terms to identify new high-volume terms you’re not yet appearing on. Review Market Basket for any shifts in co-purchase patterns. Check Repeat Purchase Behavior for any SKU showing a meaningful change in return rate.

Quarterly: pull Demographics and check whether the buyer profile has shifted. This matters most after listing changes, price changes, or category shifts.

Common Mistakes

Acting on low-volume data is the most common error. Brand Analytics requires a meaningful transaction volume to produce reliable numbers. Terms or ASINs with very few impressions will show extreme percentages that don’t reflect actual market dynamics. When a report shows you at 100 percent click share on a term, check the search volume before drawing conclusions.

Misreading Market Basket as a bundling mandate is the second. Co-purchase frequency is a signal, not an instruction. Always run the margin analysis before building a bundle, and check whether the co-purchased product is already available from your competitors at a lower combined price point.

What You’re Missing Without Amazon Brand Analytics

Amazon Brand Analytics shows you where customers are searching, which ASINs they’re choosing over yours, and what the gap between their click and their purchase tells you about your listing’s weaknesses. It doesn’t require a paid tool, a third-party subscription, or an agency to access.

If you have Amazon Brand Registry and you haven’t built it into your regular workflow, that changes this week.

For brands managing multiple ASINs across a competitive category, the data inside Brand Analytics can surface improvements that take months to find through PPC alone.

If you’d like a second set of eyes on what it’s showing you, our free audit includes a Brand Analytics review as part of the first conversation.

Canopy Management delivers end-to-end eCommerce growth, leading the industry in Amazon marketplace strategy while powering expansion through Shopify, Meta, and Google. Our full-funnel approach – from marketplace optimization to customer acquisition – has generated over $3.3 billion in partner revenue and made us the trusted growth engine for brands worldwide.

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