Amazon Brand Analytics: The Reports Most Sellers Ignore

You're Already Paying With Your Data

Amazon sellers often pay third-party tools for keyword and market information while ignoring useful first-party Amazon data sitting inside Seller Central.

For eligible Brand Registered sellers, Brand Analytics can provide insights into search behaviour, shopping funnels and customer purchasing patterns.

Search Query Performance

This is one of my favourites. It helps answer:

Which queries lead customers towards my products?

I use it to analyse:

• Query opportunity
• Impression share
• Click performance
• Purchase performance

Search Catalogue Performance

This works more from the product perspective. Use it to evaluate:

Impressions → Clicks → Basket Adds → Purchases

Very useful for diagnosing funnel issues.

Top Search Terms

Amazon's Top Search Terms data can help identify popular Amazon searches and show which products are winning customer clicks for those searches.

Amazon specifically recommends using the dashboard to understand search performance, find keyword suggestions and improve advertising strategy.

Market Basket Analysis

This helps identify products that customers frequently purchase alongside yours. Potential uses include:

• Bundles
• Cross-selling
• Product development
• Sponsored Display/product targeting ideas

Repeat Purchase Behaviour

For replenishable products, repeat buying can be extremely important. It can help answer:

Are we generating one-off transactions or building repeat demand?

Download the Data

Amazon currently allows Search Catalogue Performance and Search Query Performance data to be downloaded, including comprehensive SQP views and specific monthly outlier reports.

That's particularly useful if you want to analyse the information with:

• Excel
• Google Sheets
• ChatGPT
• Claude

Don't Collect Reports — Build Decisions

The danger is ending up with 15 spreadsheets nobody acts on.

For every report, I ask:

What decision could this data change?

If I can't answer that, I probably don't need to spend much time analysing it.

Where I Can Help

Amazon data analysis is a significant part of my consultancy work.

I help sellers identify which reports actually matter, build manageable dashboards and turn Brand Analytics data into decisions around:

SEO, PPC, conversion, product development and growth.