Amazon Brand Analytics: Reports, Access and How to Use the Data

Which search terms bring customers to your products? For which queries do customers click but buy elsewhere? Which products end up in the same cart as yours? Amazon Brand Analytics answers these questions, but only for brands enrolled in Amazon Brand Registry.

This guide explains what Amazon Brand Analytics is, who gets access, which reports Brand Analytics includes and how to use the data day to day.

As of: Amazon's Brand Analytics page for the US and Amazon's Seller Central help (checked in October 2026).

What is Amazon Brand Analytics?

Amazon Brand Analytics is a tool in Seller Central that brands use to review aggregate customer data. Brand Analytics is a brand benefit of Amazon Brand Registry and consists of several dashboards and reports: how customers search on Amazon, which products customers click and buy, which products customers buy together and how often customers come back to your brand.

Unlike advertising reports, Brand Analytics does not only show the results of your campaigns. The Search Query Performance and Search Catalog Performance dashboards count organic results and Sponsored Products from all customers' search results together. The Amazon Search Terms report also shows the most-clicked products for a search term, including competitors' products.

Who can access Brand Analytics?

Brand Analytics is available only to sellers who hold the Brand Representative role for a brand enrolled in Amazon Brand Registry. According to Amazon's help pages, you must be an internal employee of the brand and responsible for selling the brand's products on Amazon. Amazon's US Brand Analytics page also requires a Professional selling account. Our article on Amazon Brand Registry explains how to enroll a brand.

Where to find Brand Analytics in Seller Central

According to Amazon, you open Brand Analytics from the Seller Central main menu via Brands → Brand Analytics.

If you can't open Brand Analytics, go to the “Brand Benefit Eligibility” page in Seller Central and select “Review my eligibility” to correct your status as a Brand Representative. If Seller Central shows the message "You do not have permissions to access this page", ask your primary account administrator to grant you permissions to “Amazon Brand Analytics” on the “Global User Permissions” page.

The most important Brand Analytics reports

Amazon organizes Brand Analytics into several dashboards. These are the most important ones.

Search Query Performance dashboard

The Search Query Performance dashboard shows how customers search for your brand. For the top search terms related to your brand's products, you see the search query volume plus impressions, clicks, cart adds and purchases. In the Brand view, each row covers one search query associated with your brand's catalog; in the ASIN view, each row covers one query for a single product. Both views are aggregated for the selected period. Depending on the size of your catalog, the Brand view lists up to 1,000 search queries. The Query Detail view compares your selected ASIN with the top 10 ASINs for that query.

That shows where customers drop off. If your product gets many impressions but few clicks, check the main image, title and price. If customers click often but rarely add the product to the cart, the lever is more likely on the product detail page.

Through the SP-API, Amazon also provides this data at the ASIN level as the Search Query Performance Report (SQPR): for each search query, the report lists the totals for all search results next to your ASIN's counts and shares.

Top Search Terms (Amazon Search Terms report)

The Amazon Search Terms report, listed as Top Search Terms on Amazon's US Brand Analytics page, shows the most popular search terms in an Amazon store for a period. For each search term, you see:

• Search frequency rank: the popularity of the search term compared with all other search terms

• The three most-clicked products after a search for the term

• Click share: a product's share of all clicks after that search

• Conversion share: a product's share of all purchases after that search

Click share and conversion share are independent of each other, and conversion share can be higher than click share.

You can search for a term to see the most-clicked products, or for a product to find the search terms that lead customers to click on the product. The report also covers competitors' products, which makes the report useful for keyword research.

Search Catalog Performance

The Search Catalog Performance dashboard flips the perspective: each row stands for one ASIN in your catalog, aggregated across all search queries. You see search impressions, clicks, cart adds and purchases per product and can spot products that lose visibility in search or convert poorly.

Market Basket Analysis

Market Basket Analysis shows, for each of your products, the three products customers most often buy together with your product on Amazon, and how often these combinations occur. Use the report to plan bundles and cross-selling, for example with matching products from your own brand.

Repeat Purchase Behavior

The Repeat Purchase Behavior dashboard analyzes customer loyalty by brand and ASIN. For the selected period, you see sales from repeat purchases, repeat-ordered units and repeat customers. For consumables in particular, the report shows whether customers come back after the first purchase.

More dashboards

On Amazon's US Brand Analytics page, Amazon lists more dashboards, including Demographics, Customer Loyalty Analytics and Customer Journey Analytics. Seller Central shows which dashboards are available in your marketplace.

How to use Amazon Brand Analytics

• Find keywords for listings and A+ Content: search terms with high search volume where your ASIN has a low share of impressions belong in titles, bullet points or A+ Content if the terms fit your product. Our article on listing optimization on Amazon shows how to revise a listing.

• Find weak spots in the funnel: in the Search Query Performance Report, compare your ASIN's click, cart-add and purchase rates with the totals for the same search query. A weak stage shows where to act.

• Spot new product ideas: according to Amazon, Search Query Performance data helps you spot trends that may represent new product opportunities.

• Plan bundles: Market Basket Analysis shows which products customers buy together.

• Measure loyalty: the Repeat Purchase Behavior report shows whether customers order from your brand again.

Keep this in mind when you compare Brand Analytics with other reports: the metrics in the Search Query Performance dashboard apply only to search results and do not replace other Amazon reports, including advertising dashboards, so differences from advertising dashboards are normal. A "-" means that no data was captured for the selected period or that the metric is new.

Brand Analytics via API: the SP-API reports

Amazon also provides five Brand Analytics reports through the Selling Partner API (SP-API): Search Terms, Market Basket, Repeat Purchase, Search Catalog Performance and Search Query Performance. To retrieve the reports, you need the “Brand Analytics” SP-API role and enrollment in Amazon Brand Registry. sellerfox loads the Search Query Performance Report through this interface, so you don't have to download files manually.

Search Term Analyzer: track SQPR data over time

In the Search Query Performance dashboard, each row is aggregated for one selected period. The Search Term Analyzer in sellerfox also shows the loaded SQPR data over time:

• sellerfox retrieves the Search Query Performance Report for your selected products through your Amazon connection. As a Workspace Owner or Admin, you can request missing reports for specific periods.

• Time course shows one KPI with one column per week or month. The chart shows the trend for a search query or a single ASIN.

• In the “Funnel” dialog, you compare impressions, clicks, cart adds and purchases of your products with the “Total market” for the same search term.

• Each search query expands to your ASINs, so you compare several of your own products for the same search term.

As in Seller Central, the analysis requires access to Amazon Brand Analytics and enrollment in Amazon Brand Registry. See Analyze Amazon Search Query Performance and the SQPR Reports guide.

Amazon Brand Analytics FAQ

Who can use Amazon Brand Analytics?

Sellers who hold the Brand Representative role for a brand in Amazon Brand Registry. According to Amazon, you must be an internal employee of the brand and responsible for selling the brand's products. Amazon's US page also requires a Professional selling account.

What is the difference between Brand Analytics and Search Query Performance?

Brand Analytics is the whole family of dashboards and reports. The Search Query Performance dashboard is one of these dashboards and shows the path from search to purchase for search terms related to your brand. Through the SP-API, the ASIN-level version is called the Search Query Performance Report (SQPR).

Can I get Brand Analytics data through an API?

Yes. Amazon offers five Brand Analytics reports as SP-API reports. You need the “Brand Analytics” SP-API role and enrollment in Amazon Brand Registry.

Why do the figures differ from my advertising reports?

The metrics in the Search Query Performance dashboard apply only to search results, organic and sponsored together. Traffic from widgets on the search page, such as top-rated or new-arrival widgets, is not included. Advertising reports measure the performance of your campaigns instead.

Conclusion: Brand Analytics shows how customers find your products

Amazon Brand Analytics is one of the few data sources that show search behavior on Amazon directly: which terms customers search for, which products customers click and buy and how your products perform against the entire search query. Access comes with the Brand Representative role in Amazon Brand Registry.

Ready to analyze? With sellerfox, you analyze the Search Query Performance Report for your products automatically and compare every stage with the market. Start your 30-day free trial.

Sources: Amazon: Brand Analytics (US) · Amazon: Search Query Performance dashboard · Amazon: Amazon Search Terms report · Amazon: Search Catalog Performance (amazon.de) · Amazon: Market Basket Analysis (amazon.de) · Amazon: Repeat Purchase Behavior (amazon.de) · Amazon: SP-API reports for Brand Analytics