Most brand-registered sellers open Amazon Brand Analytics twice a year, screenshot the Top Search Terms table, and close the tab. That's it. Meanwhile the same dashboard is sitting there telling them exactly which keywords are eating ad budget and returning nothing, and which competitor is quietly taking 40% of the click share on their best term.
Here's the simple truth: Brand Analytics is the only place Amazon shows you the other side of the auction. Your ad console shows what you spent. Brand Analytics shows what the market actually did. If you're running PPC without reading it, you're bidding blind and calling it strategy.
What is Amazon Brand Analytics?
Amazon Brand Analytics (ABA) is a free suite of reports inside Seller Central, available only to sellers enrolled in Amazon Brand Registry. It aggregates real shopper behaviour — searches, clicks, cart adds, purchases, repeat orders — and shows it back to you at the search-term and ASIN level.
It sits under Brands → Brand Analytics in Seller Central, and it costs nothing. You already paid for it with your trademark.
The reports you get:
Search Query Performance (SQP) — the funnel for up to 1,000 of your most relevant queries: impressions, clicks, cart adds, purchases, and your share of each at ASIN level
Search Catalog Performance — the same funnel rolled up across your whole catalogue, so you can spot which ASINs leak at which stage
Top Search Terms — the highest-volume queries on Amazon, with a search frequency rank and the top three clicked ASINs plus their click and conversion share
Repeat Purchase Behavior — how many customers bought from your brand more than once (Amazon counts a second order within 90 days as a repeat; outside that window it resets to first-time)
Market Basket Analysis — what shoppers most often buy in the same order as your product
Demographics — age, income, education, gender and marital status of your buyers (US only, and only once 100+ customers fall in the date range)
One thing to flag: the Brand Registry gate got heavier in 2026. From spring 2026 Amazon requires Brand Registry to use manufacturer UPCs with FBA at all. If you're not registered, you're not just missing the data — you're on FNSKU labelling for every unit.
How Amazon Brand Analytics Works
The two reports that actually change decisions are Search Query Performance and Top Search Terms. Everything else is supporting evidence.
Search Query Performance gives you the funnel for every query, each stage with a total market number and your share of it. A real example from one query on a $34 ASIN:
Impressions: 412,000 market / 61,800 yours = 15.0% share
Clicks: 18,540 market / 2,410 yours = 13.0% share
Cart adds: 4,265 market / 385 yours = 9.0% share
Purchases: 2,900 market / 174 yours = 6.0% share
Read that top to bottom and the diagnosis writes itself. You're getting 15% of the impressions and 6% of the purchases. Visibility isn't the problem. The listing is. Between click and cart add you lose 4 points of share — that's price, images, reviews, or delivery promise, in that order of likelihood.
Now flip it. If you saw 3% impression share and 11% purchase share, the listing is a machine and you're simply not bidding enough. Those are two opposite fixes, and the ad console alone cannot tell you which one you're looking at.
Top Search Terms does something different: it gives you a search frequency rank — 1 is the most-searched query on Amazon that week — plus the three most-clicked ASINs and their click share. If one competitor holds 28% click share on your money keyword, you now know your realistic ceiling on that term, and you can go look at what their detail page does differently.
Why Brand Analytics Matters for Your Profitability
Every keyword you bid on has a break-even point, and Brand Analytics is where you find out whether you can realistically hit it.
Start with the formula:
Break-even CPC = Average Selling Price × Conversion Rate × Target ACoS
Say your ASP is $34, your target ACoS is 25%, and SQP tells you your purchase-per-click rate on that query is 8%.
Break-even CPC = $34 × 0.08 × 0.25 = $0.68
If the auction on that term is clearing at $1.40, you are not going to win it profitably — not at an 8% conversion rate. You have two options: raise conversion, or stop bidding. SQP tells you which query has the headroom before you spend the money finding out.
Then run it through the full P&L, because ACoS on its own hides the truth:
Revenue − Amazon fees − ad spend − returns − COGS = actual profit
A 25% ACoS on a SKU carrying a 15% referral fee, a $6 FBA fee, a 7% return rate and 35% COGS is a losing SKU. A healthy Amazon brand runs 20–25% net margin after all of it. Most sellers I see are at 8–12% and think they're at 30%, because ACoS is the only number they look at.
Repeat Purchase Behavior is the profitability lever nobody uses. If 22% of your customers reorder within 90 days, your allowable acquisition cost on the first order is meaningfully higher than your single-order break-even. That is a real reason to bid above break-even CPC — but only on the SKUs where the data supports it, not across the whole account.
Common Mistakes Sellers Make with Brand Analytics
1. Treating Top Search Terms as a keyword volume tool
It gives you a rank, not a volume. Search frequency rank 1,200 and rank 1,400 can differ by an order of magnitude in actual searches. Use it for competitive click share and directional demand. Use SQP for anything you're going to bid real money against.
2. Reading share numbers without reading the market column
30% purchase share sounds great until you notice the market only bought 20 units that week. That's six sales. Most sellers celebrate the percentage and ignore the denominator.
3. Ignoring the cart-add-to-purchase gap
This is the most under-read number in the whole dashboard. A high cart add share with a weak purchase share is almost always price or delivery speed — shoppers added yours, then bought the one arriving Tuesday instead. It's fixable, and it's invisible in your ad reports.
4. Only opening it after a bad month
ABA is weekly data and Amazon's ad auction moves weekly. Checking quarterly means every insight you get is already three months stale.
How to Use Amazon Brand Analytics the Right Way
Pull SQP weekly at ASIN level for your top 10 revenue SKUs. Not the brand roll-up. ASIN level. The roll-up averages away the problems.
Compute two ratios per query: impression share and purchase share. Flag every query where purchase share sits more than 5 points below impression share — that's a listing problem. Flag every query where it sits more than 5 points above — that's a bidding opportunity, raise the bid this week.
Calculate break-even CPC per query using the purchase-per-click rate from SQP, not your account-wide conversion rate. They're rarely the same number, and the gap between them is where the money goes.
Cross-check every high-spend search term from your Search Term Report against SQP. If a term is burning budget and your cart-add share is under 3%, negative it. Don't optimise a term the market has already told you isn't yours.
Mine Market Basket monthly for bundle ideas and Sponsored Display product targets. The ASINs shoppers buy alongside yours are the cheapest product-targeting inventory you'll find, because almost nobody bids on them deliberately.
Track Repeat Purchase Behavior quarterly by SKU and set differentiated acquisition targets from it. Consumables should carry a higher allowable ACoS than one-time purchases. Most accounts run one target across everything, which is how you underspend on your best asset.
How Sellerview Helps You Track This
Brand Analytics tells you what the market did. It doesn't tell you what you kept. Sellerview connects that funnel data to your actual SKU-level P&L — fees, returns, COGS, ad spend — so you can see which keywords are winning you revenue and which are winning you volume at a loss.
Stop guessing which SKUs are actually making money. See your real profit on Sellerview.ai → start your free trial.