Amazon Brand Analytics (ABA) is free. It’s included with Brand Registry. It contains more shopper-behavior data than most third-party tools can replicate at any price. And after managing hundreds of brands on Amazon, we can tell you with confidence that most brand-registered sellers have never clicked into it.
If they have, they opened Search Query Performance once, got intimidated by the interface, and never went back.
That’s a mistake. ABA is the closest thing Amazon offers to a real-time dashboard of shopper behavior — what they search, what they click, what they buy, what they buy next, and who they are. When used correctly, it moves CTR, CVR, ad efficiency, and repeat-purchase rate. When ignored, you’re making decisions with the same data your competitors have, minus the data you’re paying Amazon indirectly to collect for you.
Here are the 5 ABA reports we open weekly across our client accounts — and what each one tells you that no other tool can.
Report 1: Search Query Performance (SQP)
What it is: Keyword-level data showing impressions, clicks, add-to-carts, and purchases for your ASIN by search query. Includes the metric everyone fights over: your share of voice on each query vs. the total marketplace.
What it actually reveals: Where your listing is underperforming the keyword, where it’s overperforming, and where the gap is big enough to justify creative or listing changes.
We use SQP to diagnose three conditions:
- High impression, low click share. You’re ranking but your thumbnail or price is getting skipped. Creative problem.
- High click share, low purchase share. Shoppers click but don’t convert. PDP problem — price, reviews, A+ content, or mismatched expectation from the thumbnail.
- Low impression share, high purchase share. You convert well but Amazon isn’t surfacing you. Ranking/SEO problem.
Each diagnosis points to a different fix. Without SQP, brands spend thousands optimizing the wrong thing. We’ve seen accounts running aggressive PPC to drive traffic to a listing whose purchase share was already 18% above marketplace average — they didn’t need traffic, they needed ranking. SQP made the gap obvious.
Cadence: Weekly, segmented by top 20 keywords.
Report 2: Search Catalog Performance
What it is: The same SQP metrics, rolled up at the ASIN and category level. Shows you how your full catalog performs across all the queries it appears on, not just the keywords you chose to monitor.
What it actually reveals: Which SKUs in your lineup are carrying the brand, and which are dragging it down in Amazon’s algorithmic eyes.
Amazon’s A10 algorithm rewards brand-level conversion signals. An underperforming SKU with a 2.1% CVR against a category average of 8% isn’t just a weak SKU — it’s dragging down your ranking signals on the sister SKUs too. Brand Analytics surfaces this at the catalog level. No third-party tool we’ve tested does this accurately.
For brands with 20+ SKUs, Search Catalog Performance is where we identify CVR drag candidates — SKUs that should be improved, merged, or discontinued to protect the rest of the catalog.
Cadence: Monthly, full catalog review.
Report 3: Repeat Purchase Behavior
What it is: The percentage of customers who bought your product more than once within a specified window (90 days, 180 days, 365 days). Segmented by ASIN.
What it actually reveals: Whether your product actually works, and whether your brand has any real customer retention.
Repeat Purchase Behavior is the single most overlooked ABA report, and it’s the one we use to evaluate which SKUs are worth aggressive ad spend. Here’s the logic:
If your consumable product has a 90-day repeat rate of 3%, every new customer you acquire through PPC is a one-and-done transaction. Your LTV is your AOV. That changes your maximum allowable TACoS ceiling dramatically.
If your same product has a 90-day repeat rate of 22%, your effective LTV is 1.5x AOV within the first year. You can afford to acquire customers at a much higher TACoS because each one generates compounding revenue.
We’ve built client media mix models entirely off Repeat Purchase Behavior data. It’s the single metric that changes whether a brand should run aggressive Sponsored Brands vs. conservative Sponsored Products.
Cadence: Monthly, segmented by hero SKU vs. long tail.
Report 4: Market Basket Analysis
What it is: The top 3 products most frequently purchased in the same basket as your product, from Amazon’s aggregate basket data.
What it actually reveals: Bundle opportunities, cross-sell targets, and product-development signals you can’t see anywhere else.
Market Basket is the report that separates brands doing $100K/month from brands doing $500K/month. The $100K brand sells a single SKU well. The $500K brand uses Market Basket to discover what that SKU is sold alongside — and then builds:
- Virtual bundles stacking the primary SKU with a natural basket partner
- Sponsored Display targeting aimed at the basket partner’s ASINs
- Cross-sell A+ content featuring the partner product
- New SKU ideation — if 17% of baskets contain a complementary third-party product, that’s a roadmap for your next launch
We recently audited a kitchen brand where Market Basket showed 31% of their customers were also buying a specific competitor’s accessory. They launched their own version of that accessory six months later. It became their #2 revenue SKU.
Cadence: Quarterly for ideation, monthly for bundle testing.
Report 5: Demographics
What it is: Aggregate demographic breakdown of your customers — age, household income, education level, marital status, gender — for your brand’s Amazon purchases.
What it actually reveals: Who actually buys your product vs. who you thought buys your product.
This is the report that most humbles brand owners. A founder who thinks their ICP is “millennial parents” opens Demographics and discovers 43% of their revenue comes from 55+ empty-nesters. A brand marketed as “premium women’s self-care” learns 31% of customers are men buying gifts.
The implications compound across the account:
- Creative strategy: Hero images, lifestyle photography, and A+ content should represent the actual buyer, not the assumed buyer
- PPC targeting: Amazon DSP and Sponsored Display demographic targeting should match your real customer distribution
- Off-Amazon expansion: If you’re considering Meta ads, TikTok, or Walmart, the demographic data points you at the right channel mix
We use Demographics in every creative audit we run. It’s often the first thing that tells us the listing is positioned for a buyer who doesn’t exist, while ignoring the buyer who actually has their card out.
Cadence: Quarterly, full account review.
Why These Reports Are Underused
Three reasons most brand-registered sellers never open Brand Analytics:
The brands that use ABA well have a simple operating cadence: SQP weekly, Search Catalog monthly, Repeat Purchase monthly, Market Basket quarterly, Demographics quarterly. Two hours a month produces a data layer no third-party tool can match.
How to Start If You’ve Never Used ABA
If you’re brand-registered and haven’t opened Brand Analytics in 90+ days:
- Week 1: Pull SQP for your top 10 keywords across your hero SKU. Flag any query where click share > purchase share (PDP problem) or purchase share > impression share (ranking problem).
- Week 2: Pull Repeat Purchase Behavior for your top 3 SKUs. Recalculate your maximum allowable TACoS using real LTV instead of assumed LTV.
- Week 3: Pull Market Basket for your hero SKU. Identify one bundle opportunity and one cross-sell targeting opportunity.
- Week 4: Pull Demographics for the brand-level view. Compare to your assumed ICP and audit your hero creative for alignment.
One month, four reports, four concrete changes. That’s the minimum viable ABA operating system.
FAQ
Do I need Brand Registry to access Brand Analytics?
Yes. ABA is exclusively available to sellers with approved Brand Registry on at least one brand. If you’re not brand-registered, enrollment is free and typically takes 7–14 days if your trademark is already live.
Is Amazon Brand Analytics free?
Yes, 100% free for enrolled brands. No tier, no upgrade, no extra cost. If you’re paying a third-party tool for data that duplicates ABA, reevaluate.
How often does Brand Analytics data update?
Most reports update weekly with a 2–3 day lag. Demographics and Repeat Purchase Behavior update monthly. SQP has the most recent data, which is why we use it at a weekly cadence.
What’s the difference between Brand Analytics and Amazon Attribution?
Brand Analytics shows behavior on Amazon. Amazon Attribution shows traffic driven to Amazon from external channels (Google, Meta, etc.). Both are free, both are underused. Use them together for a full funnel view.
Can I export Brand Analytics data?
Yes, all reports export to CSV. API access is limited — some reports (SQP) have dev-level API access; others (Demographics, Market Basket) are CSV-only. For brands that want regular pulls, a VA running weekly exports into a shared dashboard is the cleanest setup.
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Brand Analytics is the data layer Amazon built and mostly forgot to tell sellers about. Using it well doesn’t require an analyst — it requires a cadence and a decision framework for what to do with each report.
If you’re looking for a team that manages every lever — creative, advertising, and operations — Velocity Sellers works with brands doing $100K+/month on Amazon. Contact us for a free account audit.
