Amazon Brand Analytics

Amazon Brand Analytics (ABA) is a free reporting suite inside Seller Central, available exclusively to Brand Registry-enrolled sellers, that exposes first-party Amazon data: top search terms, search-frequency rank, click and conversion share by ASIN, repeat purchase behavior, demographics, and market-basket analysis.

Why It Matters for Sellers

Brand Analytics is the only place sellers see actual Amazon shopper behavior instead of scraped or modeled data. Search Frequency Rank tells you which keywords are truly high-volume on Amazon, and the top-three click/conversion share reveals which competitors are winning each query. This makes ABA the highest-signal input for keyword research, competitive positioning, and ad targeting — and one of the strongest single arguments for enrolling in Brand Registry.

How It Works

  1. Seller enrolls the brand in Amazon Brand Registry, which requires an active trademark.
  2. Once approved, the Brand Analytics tab appears under the Brands menu in Seller Central.
  3. Seller queries a report (Search Query Performance, Top Search Terms, Repeat Purchase Behavior, Demographics, Market Basket, or Item Comparison).
  4. Amazon returns aggregated first-party data for the selected marketplace and time window.
  5. Seller exports the report as CSV or reads it directly in the dashboard, then feeds it into keyword, ad, and product strategy.

Search Frequency Rank Explained

Brand Analytics ranks every search term by frequency, where rank 1 = the single most-searched query in the marketplace for that week. Lower numbers mean higher volume — the opposite of most third-party tools.

  • Rank 1-10,000: massive volume, extreme competition, typically head terms like iphone case or paper towels.
  • Rank 10,001-100,000: strong commercial intent, competitive but often winnable with focused SEO and PPC.
  • Rank 100,001-1,000,000: long-tail territory where niche and private-label brands can dominate the top-three click share.
  • Rank > 1,000,000: low-volume, usually not worth targeting unless conversion intent is unusually high.

FAQ

Is Amazon Brand Analytics free?

Yes. Brand Analytics is included at no extra cost with Brand Registry enrollment. The only prerequisite is an active registered or pending trademark for the brand.

How accurate is Brand Analytics data?

It is Amazon’s own first-party data, so it is the most accurate view of on-Amazon behavior available. It only reflects Amazon marketplace activity — it does not include off-Amazon search or Google demand.

What is Search Query Performance vs Top Search Terms?

Top Search Terms shows the highest-volume queries and the top-three ASINs by click and conversion share for each. Search Query Performance is ASIN-level: it shows every query your ASIN appeared in, plus your impression, click, cart-add, and purchase share.

Can I access Brand Analytics without Brand Registry?

No. It is one of the flagship benefits gated behind Brand Registry, and Amazon has not signaled any plan to open it to unregistered sellers.

How SellerSonar Helps

  • Competitor Monitoring tracks the ASINs that ABA flags as your top click and conversion competitors, so you see their price, review, and Buy Box moves in real time.
  • The Brand Registry guide walks through how to enroll and unlock Brand Analytics.
  • Combine ABA search-term data with SellerSonar keyword rank tracking to see which ABA-identified queries you actually rank on.

Start a free 14-day trial and pair Brand Analytics data with live competitor monitoring in under 5 minutes.

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