On Amazon, success is less about guessing what might work and more about understanding how customers actually search and buy. As competition increases across nearly every category, brands need clear insights to decide where to invest, what to optimize, and how to grow sustainably.
Amazon Brand Analytics, often referred to as ABA, is a built-in reporting tool available to brands enrolled in Amazon Brand Registry. It provides aggregated insights into customer search behavior, product performance, repeat purchasing, and buying patterns. Instead of relying on assumptions, brands can use real marketplace data to guide decisions across listings, advertising, and product strategy.
What Is Amazon Brand Analytics?
Amazon Brand Analytics is a suite of dashboards inside Seller or Vendor Central that gives brands visibility into how shoppers interact with their products on Amazon. The value of ABA is simple. It helps brand owners understand not just how their products are performing, but why.
The Most Valuable Dashboards for Brands
Search Catalog Performance
This dashboard shows how your ASINs perform throughout the shopping funnel, from impressions to clicks to conversions. It helps identify where customers may be dropping off.
Search Query Performance and Top Search Terms
Use these dashboards to reveal what customers are searching for and how your brand performs on those terms compared to competitors. The Search Query Performance dashboard can shed light on how your brand is showing up on Amazon. It can even give scores for how individual keywords are performing.
The Top Search Terms dashboard can help brands identify the high-volume search terms they are not fully capturing and refine listing SEO.
Repeat Purchase Behavior
Repeat purchase data shows how often customers return to buy the same product or brand again. This is a strong indicator of customer satisfaction and long-term brand health.
Low repeat rates can signal issues with product experience or expectations. High repeat rates often point to products worth further investment.
Market Basket Analysis
Market Basket Analysis highlights which products customers commonly purchase together. This insight helps brands uncover bundling opportunities, cross-selling strategies, and potential assortment gaps.
Demographics
For eligible ASINs, Amazon provides demographic data such as age range, household income, and gender. To qualify, ASINs need to have 100 or more unique customers in a select period. This data can help validate your target audience and guide creative decisions.
As Amazon continues to evolve, the brands that win are the ones that understand customer behavior and respond quickly. If you are enrolled in Brand Registry and not using Brand Analytics regularly, you are likely missing valuable opportunities to improve performance and scale with confidence.
To learn more or partner with a team that understands how to apply ABA insights strategically, reach out today!
