What Is Amazon Analytics?

Amazon Analytics is a powerful set of tools and metrics designed to help sellers and businesses gain insights into their performance and make data-driven decisions. It provides valuable information about sales, conversion rates, traffic, advertising performance, customer reviews, and more. By analyzing this data, sellers can identify trends, evaluate their marketing strategies, and optimize their product listings.

Amazon Analytics is available to both vendors and sellers on the Amazon platform. Vendors can access analytics through Vendor Central, while sellers can utilize Seller Central Analytics. In addition, there are also third-party tools available that provide more comprehensive and customizable analytics for Amazon sellers as SellerSonar Tools.

Amazon Analytics

How to Use Amazon Analytics?

Using Amazon Analytics effectively involves understanding the key metrics and features available. Here are some steps to help you get started:

Step 1: Accessing Amazon Analytics

To access Amazon Analytics, vendors can log in to Vendor Central, while sellers can access it through Seller Central. Once logged in, navigate to the respective analytics section to view the available data and metrics.

For sellers who want more advanced analytics beyond what Amazon provides, third-party tools such as SellerSonar can be immensely helpful. SellerSonar offers a user-friendly interface and a comprehensive set of features to analyze sales, rankings, competitor data, and more.

Step 2: Key Metrics

Amazon Analytics provides various key metrics that are crucial for evaluating the overall performance of your products. Here are some essential metrics to pay attention to:


Sales metrics provide insights into the overall revenue generated by each product. Monitoring sales trends can help you identify the top-performing products and optimize your marketing efforts accordingly.

Conversion Rate

Conversion rate is a vital metric that reveals the percentage of customers who make a purchase after viewing your product listing. By monitoring conversion rates, you can optimize your product descriptions, images, and pricing to increase sales.


Understanding the sources of traffic to your product listings is essential for evaluating your marketing strategies. Amazon Analytics provides data on how customers find your products, whether through organic search, ads, or external sources.

Advertising Performance

If you’re running Amazon advertising campaigns, analyzing their performance is crucial. Amazon Analytics offers detailed reports on advertising spend, impressions, clicks, and conversion rates. This data helps you identify which campaigns are driving the most sales and optimize your ad strategies accordingly.

Customer Reviews

Customer reviews play a significant role in influencing purchasing decisions on Amazon. Analyzing review data can help you identify customer preferences, address any product issues, and improve your overall product ratings.

Step 3: Making Data-Driven Decisions

Once you have a clear understanding of the key metrics, you can use this data to make informed decisions. Here are a few ways to utilize Amazon Analytics for better decision-making:

Optimize Product Listings

By analyzing the data provided by Amazon Analytics, you can identify opportunities to improve your product listings. This may include optimizing product titles, descriptions, images, and keywords to increase visibility and conversion rates.

Evaluate Marketing Strategies

Amazon Analytics allows you to track the performance of your marketing campaigns. By analyzing the data, you can identify which strategies are bringing in the most traffic and sales. This information helps you allocate your marketing budget effectively and refine your strategies for better results.

Monitor Competitor Performance

Competitor analysis is crucial for staying ahead in the Amazon marketplace. Amazon Analytics provides insights into competitor sales, pricing, and reviews, allowing you to identify opportunities and adjust your pricing and marketing strategies accordingly.

Optimize Inventory Management

Effective inventory management is essential for maintaining a healthy business on Amazon. By analyzing sales data and inventory levels, Amazon Analytics can help you identify trends and plan your inventory replenishment to avoid stockouts and overstocking.

In addition to the basic analytics provided by Amazon, third-party tools like SellerSonar can provide enhanced features and functionality. SellerSonar, for example, offers advanced competitor analysis, keyword research, and inventory tracking capabilities.

Amazon Brand Analytics

Amazon Brand Analytics

Amazon Brand Analytics is a tool available to brands enrolled in the Amazon Brand Registry, offering insights into customer behavior and brand performance. It provides various dashboards to help brands make strategic decisions, such as analyzing search and purchase data. The key features include:

  • Search Catalog Performance: Analyzes how products perform in Amazon search, providing insights into impressions, clicks, purchases, and conversion rates.
  • Search Query Performance: Reveals which search terms drive customers to products, compares brand performance to competitors, and offers data on impressions, clicks, and cart ads.
  • Top Search Terms: Displays search frequency rank, top-clicked brands, and categories, helping brands understand popular search terms and optimize content.
  • Demographics: Provides aggregate customer data including age, income, education, gender, and marital status, offering insights into the brand’s audience and potential for expansion.
  • Market Basket Analysis: Identifies products frequently purchased together, enabling brands to optimize inventory, create bundles, and explore cross-marketing opportunities.
  • Customer Loyalty Analytics: Segments the audience into categories like Top Tier, Promising, At Risk, and Hibernating, helping brands understand customer loyalty levels and trends over time to strategize engagement efforts.

Key Features for Amazon Analytics from SellerSonar

SellerSonar offers a range of advanced features designed specifically for Amazon sellers. Let’s explore some of its key features that can help sellers drive their businesses to new heights.

Buy Box tracking and analysis

BuyBox Tracker

With SellerSonar’s Buy Box tracker, you can receive instant notifications when you win or lose the Buy Box, enabling you to stay informed and proactive. Additionally, you will get comprehensive analytics with insights into Buy Box winners and prices over specific time periods, empowering you to adjust your strategies and capitalize on market trends. 

Lastly, you can take advantage of a convenient visual chart that compares top-performing sellers by observing who secures the Buy Box throughout the day and the frequency as a percentage. This tool enables you to increase your sales opportunities, maintain competitiveness, and expand your business on Amazon.

Product review and rating analyticsDeleted reviews

SellerSonar’s product review and rating monitoring feature allows sellers to monitor and track customer reviews and ratings in real-time. By staying updated on customer feedback, sellers can identify and address any issues promptly, ensuring customer satisfaction and positive reviews.

All your testimonials will be stored in the Reviews tab. Additionally, SellerSonar’s review tracker offers the flexibility to sort reviews by various parameters such as product, marketplace, brand, store, gender, and rating. You can also choose to include only reviews with images, top-rated reviews, or deleted reviews, providing you with comprehensive control over your review analysis.

When you sort reviews by a specific product, you’ll receive a historical chart showcasing the reviews for that product along with top phrases. This feature allows you to see which phrases customers use most often in their reviews, providing valuable insights into what they appreciate about your product and areas that may require improvement.

Lastly, SellerSonar’s product rating chart provides valuable insights into the strengths and weaknesses of other sellers’ products, helping you refine your own offerings. You can review the quantity and sentiment of text and one-tap reviews. Additionally, you have the option to sort your reviews by product and period, allowing you to understand how your goods perform over time compared to other sellers.

Keyword rank tracker

Keyword rank tracker

Optimizing product listings with relevant keywords is crucial for visibility on Amazon. SellerSonar’s keyword rank tracker feature helps sellers monitor the rankings of their products for specific keywords. Tracking keyword rankings enables sellers to spot areas for enhancement and tweak their listings for optimization. In the Summary section, you can promptly assess your keywords’ performance, sponsored and organic ranks, and overall statistics. Additionally, you have the option to filter the data by brand or product for a more targeted analysis.

With SellerSonar’s keywords trending chart, you can keep an eye on keyword trends from the past seven days. By clicking on a specific keyword, you can investigate its full dynamics over longer periods for a more detailed analysis.

Keyword Statistics

Additionally, by adding competitor listings, you can track where their products rank organically and in paid positions. This helps identify top-ranking keywords, leading to more clicks. You can also compare your keyword rankings with competitors’ to see which ones they use to rank higher in search results and achieve better organic reach.

BSR monitoring

BSR Position

SellerSonar’s BSR tracker is a valuable tool for sellers that helps to gain valuable insights into the marketplace landscape. Using it, you can easily track your product’s Best Sellers Rank through simple charts and compare it with competitors in the same categories.

For instance, if your Best Sellers Rank suddenly drops, it could mean competitors are trying to harm your business. They might change your product category, take over your listings, lower prices to compete or use fake reviews to boost their rankings.

Product listing alerts

SellerSonar's Product listing alerts

Product listings are the first point of contact between sellers and potential customers. SellerSonar’s product listing alerts feature helps sellers maintain the quality and accuracy of their listings. With our tool, you set up over 36 types of custom notifications and timely updates via email or Slack whenever there are changes to your product listings. It ensures you can quickly address any issues and maintain a seamless customer shopping experience.

This is just a taste of what SellerSonar has to offer. To explore the features firsthand, feel free to check out our demo or schedule a live meeting with our expert. 


To sum it up, Amazon Analysis is a powerful tool that offers advanced features and tools to help sellers optimize their sales strategies and grow their business successfully on the platform. With Amazon Retail Analytics, Amazon Sales Analytics, Amazon Business Analytics, and Amazon Search Analytics, sellers can gain valuable insights into their sales performance, customer search behavior, and inventory data. Additionally, Amazon Kinesis Data Analytics allows sellers to process and analyze streaming data in real-time, enabling them to take immediate action. And with Amazon Product Analytics, sellers can get comprehensive data about their products and customer feedback. 

To further enhance their Amazon Analytics experience, sellers can also leverage third-party solutions such as SellerSonar. With SellerSonar’s range of analytics tools, sellers can receive alerts about hijacking attempts, changes in competitor pricing and product listings, and product review and rating updates. Additionally, they can utilize keyword rank tracking, BSR and Buy Box tracking, and product suppression alerts to keep their businesses optimized and profitable. All in all, with Amazon Analytics and third-party solutions like SellerSonar, sellers can gain deep insights into their performance, customize their strategies, and stay ahead of the competition.

Sign up for a 29-day free trial right now and benefit from automated listings monitoring.

What features does SellerSonar offer for Amazon Analytics?

What features does SellerSonar offer for Amazon Analytics?
How does SellerSonar provide real-time sales data?

How does SellerSonar provide real-time sales data?
How can SellerSonar help sellers analyze and understand their competitors on Amazon?

How can SellerSonar help sellers analyze and understand their competitors on Amazon?
How does SellerSonar assist in keyword optimization for better product visibility?

How does SellerSonar assist in keyword optimization for better product visibility?