How to use Brand Analytics Tool?

Making smart decisions on Amazon starts with understanding your customers. The Amazon Brand Analytics Tool gives brand-registered sellers access to powerful data about how shoppers search, compare, and buy.

This tool goes beyond basic metrics. It helps you uncover top-performing keywords, track buyer behavior, and compare your products against competitors—all directly inside Seller Central.

If you’re looking to improve listings, boost conversions, or optimize ad spend, Brand Analytics is one of the most valuable tools available to brands selling on Amazon.

In this article, you’ll learn how it works, who can use it, what reports it offers, and how to get the most out of the data it provides.

Why data matters on Amazon and What the Brand Analytics Tool solves

Success on Amazon doesn’t come from guesswork. Sellers need real insights to understand what customers search for, which products drive conversions, and how their performance compares to competitors.

The Brand Analytics Tool solves exactly that. It turns marketplace activity into clear, actionable data—so you can make decisions that improve product visibility, ad targeting, and catalog strategy.

Whether you’re optimizing your listings or planning your next launch, this tool gives you a reliable edge by showing what’s actually working across Amazon.

What is Brand Analytics Tool?

The Brand Analytics Tool is a built-in reporting feature inside Amazon Seller Central. It’s designed for brand-registered sellers and offers deep insights into shopper behavior across the marketplace.

Its main goal is to help brands make smarter decisions by turning customer data into clear, actionable strategies. Whether you’re adjusting listings, launching ads, or refining your catalog, this tool gives you visibility into what’s working—and what’s not.

What does it help you discover?

With the Brand Analytics Tool, you can track:

Top-performing search terms leading to your products
ASINs most viewed or compared by shoppers
Customer behavior before and after purchase
Competitor performance across shared keywords
Opportunities for upselling or product bundling

These insights make it easier to improve product rankings, refine ad targeting, and plan more effective launches based on real buyer activity.

Eligibility and Access

Who can use the Brand Analytics Tool

The Brand Analytics Tool is not open to all Amazon sellers. It’s specifically designed for brand owners who have taken the step to enroll in the Amazon Brand Registry. This means that if you’re simply reselling products, even under your business name, you won’t qualify.

Why this restriction? Because the insights provided by Brand Analytics—such as customer search behavior, competitor comparisons, and product purchase paths—are sensitive and specific to brand performance. Amazon limits access to ensure this powerful data is only available to those who can act on it at a brand level.

Requirements to Access the Tool

To access Brand Analytics, you must meet all of the following criteria:

Have a Professional Seller account: Individual sellers do not have access, even if brand registered.
Be the legal owner of a brand: You must either have a registered trademark or have a pending one that Amazon has verified.
Be enrolled in the Amazon Brand Registry: This includes submitting your trademark details, brand logo, product categories, and proof of ownership.
Sell products under your brand name: This tool is not available for resellers or wholesalers who list generic items under someone else’s brand.

Many sellers believe being registered on Amazon is enough to access Brand Analytics, but Brand Registry is a separate program, and skipping this step means missing out on these exclusive insights.

Where to Find It in Seller Central

Once your brand is verified and registered, accessing the tool is simple, but many users overlook it in the interface. Here’s how to find it:

Log in to Amazon Seller Central with your brand-registered account.
Hover over the Brands tab in the top navigation.
Click on Brand Analytics in the dropdown menu.
Inside the dashboard, you’ll see several report types available to explore.

Each report is filterable by date range, ASIN, brand, and keyword—offering flexible access to performance data that can transform how you plan campaigns, structure your listings, and monitor your competitors.

Key features and reports in the Brand Analytics Tool

The Brand Analytics Tool inside Seller Central provides brand-registered sellers with detailed, actionable data on customer behavior. These reports are designed to give you visibility into the entire shopping journey—from what customers search, to which products they view, compare, and ultimately buy. Below is a breakdown of the main reports and how each can help improve decision-making across your Amazon operations.

Search Term Report

The Search Term Report shows the most popular keywords typed by Amazon customers, along with the top three clicked products for each term. This allows brands to identify whether their ASINs appear for high-traffic queries and how they compare to competitors.

This report is essential for SEO optimization and keyword targeting, helping sellers improve visibility for strategic terms that are proven to drive clicks and conversions.

Search Catalog Performance

This report provides a full-funnel analysis of each ASIN in your catalog, tracking metrics like impressions, clicks, add-to-cart actions, and purchases. It offers a clear picture of how individual products perform at every stage of the customer journey.

Use it to detect where performance drops off—whether that’s due to low click-through rates, poor conversion, or underwhelming engagement. This insight helps you prioritize which listings need optimization and measure the impact of any changes made.

Search Query Performance

Unlike the Search Term Report, which focuses on Amazon-wide search terms, the Search Query Performance report filters behavior based on how customers interact with your specific brand.

It details how your ASINs perform for given queries—tracking visibility, engagement, and conversion. This is especially valuable for brands managing large catalogs or PPC campaigns, as it helps isolate high-performing queries tied directly to your brand.

Demographic Report

This report aggregates anonymized customer data including age, gender, income level, education, and marital status. Understanding your audience demographics enables you to make more informed decisions around product presentation, messaging, and external marketing.

It’s particularly useful when launching new products or adjusting brand positioning, as it gives a factual snapshot of who’s actually buying your products on Amazon.

Product Comparison Report

The Product Comparison Report shows which competing ASINs customers are viewing alongside your listings. This is critical for identifying true competitors, even outside your main category, and assessing where your listing may fall short.

By analyzing the compared ASINs’ features, price points, or reviews, you can adjust your product positioning and improve your chances of winning conversions.

Alternate Purchase Report

This report identifies which products customers end up buying after viewing—but not purchasing—yours. It reveals missed opportunities and highlights direct threats to your conversion rate.

Use it to understand why customers may choose a competitor’s product instead—whether it’s due to price, trust signals (like reviews), or better perceived value. This insight is invaluable for optimizing listings and improving offer competitiveness.

Market Basket Report

This report tells you which products are frequently purchased together with your own in the same transaction. It’s a key resource for developing cross-selling strategies, bundle ideas, and PPC campaigns based on real purchase patterns.

By knowing what your customers tend to pair, you can increase average order value and strengthen your catalog’s internal alignment.

Repeat Purchase Report

The Repeat Purchase Report tracks how often customers come back to buy the same product again. It’s especially important for consumables and household essentials, where long-term loyalty drives profitability.

This insight allows you to focus advertising and retention efforts on high-frequency ASINs, and potentially explore subscribe-and-save models for consistent repeat business.

Key Benefits of the Brand Analytics Tool for Sellers

The Brand Analytics Tool inside Amazon Seller Central provides a competitive edge to brand-registered sellers by offering visibility into how shoppers interact with products throughout the buying journey. These are the five key advantages it brings to your Amazon strategy:

Optimize listings with real search data: Discover which keywords your customers are using and integrate them into your titles, bullet points, and backend fields. This improves organic visibility and click-through rate by aligning your content with actual search behavior.
Make smarter advertising decisions: Use search query performance to focus your PPC budget on terms that convert. Stop wasting money on low-performing keywords and start scaling campaigns based on what drives real results.
Benchmark your competition with precision: Understand which products are being compared to yours and what alternatives shoppers are buying instead. Adjust your pricing, content, or offer based on direct competitor behavior—not assumptions.
Understand your customers better: Access anonymized demographic insights, including age, gender, income level, and more. Use this to refine product positioning, develop new SKUs, or tailor your messaging to your actual audience.
Increase order value through bundling opportunities: Identify which products are most often bought together using the Market Basket Report. Create bundles or cross-sell strategies backed by data—not guesswork.

If you’re looking to get the most out of tools like the Brand Analytics Tool, don’t miss out on expert insights and practical strategies. Subscribe to our newsletter and receive the latest tips on listing optimization, advertising performance, and data-driven selling—straight to your inbox. Brand Analytics Tool vs. Brand Store Insights

Although both tools are available to brand-registered sellers, the Brand Analytics Tool and Brand Store Insights serve very different purposes. Understanding what each one does—and when to use it—is key to maximizing your Amazon strategy.

Purpose and Focus of the Brand Analytics Tool

The Brand Analytics Tool focuses on marketplace-wide behavior. It gives sellers access to aggregated data about how customers search, discover, and compare products across Amazon, not just within your storefront.

Its core strength lies in offering insights on:

Top search terms and your product’s performance within them
Competitor benchmarking
Conversion paths
Repeat purchases and demographics
Cross-sell behavior from the entire marketplace

This tool helps you optimize listings, advertising, and catalog planning using behavioral data beyond your store alone.

Purpose and Focus of Brand Store Insights

Brand Store Insights, on the other hand, is limited to the traffic and engagement inside your Amazon Storefront. It helps sellers understand how visitors behave once they land on their brand’s custom store page.

You’ll see metrics like:

Page views and unique visitors
Sales generated from store interactions
Top-performing pages and navigation paths
Conversion rates within the Store

This tool is especially useful for measuring the performance of external traffic campaigns, like social ads or influencer promotions that link to your Storefront.

Key Differences between the two Tools

Feature	Brand Analytics Tool	Brand Store Insights
Scope	Entire Amazon marketplace	Only your brand’s Storefront
Data Type	Search terms, comparisons, conversions, demographics	Page visits, store clicks, internal navigation
Use Case	Listing optimization, PPC strategy, competitor analysis	Store structure improvement, branding performance
Audience Behavior	Based on what shoppers do across Amazon	Based on how they engage with your brand page

In short, the Brand Analytics Tool is about behavior in the marketplace, while Brand Store Insights is about behavior inside your brand environment. Used together, they offer a complete picture of both external visibility and internal engagement.

Is the Brand Analytics Tool free?

Access Costs

Yes, the Brand Analytics Tool is completely free of charge—but only for sellers who meet specific eligibility criteria. Amazon does not require any additional subscription or fee to access it, as long as your brand is enrolled in the Amazon Brand Registry and you have an active Professional Seller account.

This makes it one of the most valuable no-cost resources available for sellers looking to scale with data, without needing to invest in third-party analytics software.

Included Features for Brand-Registered Sellers

Once enrolled, eligible sellers gain full access to all reports included in the Brand Analytics Tool, such as:

Search Term Report
Search Catalog Performance
Search Query Performance
Product Comparison and Alternate Purchase Reports
Market Basket and Repeat Purchase Data
Demographic Breakdown of Your Audience

These features allow brand owners to make informed decisions about product listings, advertising strategies, and catalog expansion—all based on how customers actually behave on Amazon.

It’s important to note that while these reports are free, their value increases significantly when they’re used in combination with automation platforms like Epinium, which transform raw insights into optimized actions across your catalog.

How to use the Brand Analytics Tool strategically

The true value of the Brand Analytics Tool lies not just in accessing data, but in knowing how to apply it effectively. Whether you’re just getting started or already managing a large portfolio, using the tool strategically can unlock new growth opportunities and eliminate inefficiencies.

Practical examples and use cases

Let’s explore a few ways real sellers can apply insights from the Brand Analytics Tool to improve performance:

Listing Optimization based on real search behavior If your ASIN is not ranking well organically, the Search Term Report can help you identify high-volume keywords relevant to your product. By integrating those terms into your title, bullet points, and backend fields, you can improve visibility and boost traffic with SEO that aligns with real search intent.
Campaign refinement through Query Performance Running Sponsored Products campaigns? Use the Search Query Performance report to pinpoint which terms actually lead to conversions. Pause campaigns on terms that underperform and reallocate budget to high-ROAS keywords with proven engagement.
Identify Competitor threats and missed opportunities If your product is being compared or skipped in favor of others (as seen in the Product Comparison or Alternate Purchase Reports), that’s a signal to review your offer—whether it’s pricing, reviews, or perceived value. These insights help you close the gap and win more conversions.
Build Smarter bundles with basket Data The Market Basket Report reveals which items are commonly bought together with your products. Use that data to create bundles, cross-sell suggestions, or PPC campaigns that reflect actual shopping behavior.

Tips for Beginners and Advanced Sellers

For beginners:

Start with the Search Term Report to understand which keywords matter most for your category.
Focus on your top 3–5 ASINs to keep analysis manageable and see impact faster.
Use Demographic Reports to verify who’s buying before adjusting messaging or targeting.

For advanced sellers:

Combine insights from multiple reports—such as search behavior and comparison—to triangulate performance gaps.
Leverage long-tail queries from the Search Query Performance for niche targeting in PPC.
Track patterns in Repeat Purchase Reports to prioritize high-retention products in promotional strategies.

Strategic use of the Brand Analytics Tool is not just about reading reports—it’s about building a repeatable system of testing, learning, and improving that aligns your catalog with customer behavior at every stage.

Integrating Brand Analytics Tool with Epinium

The Brand Analytics Tool is a powerful resource on its own—but its full potential is unlocked when combined with a platform designed to act on that data. That’s where Epinium comes in.

How Epinium enhances your use of Brand Analytics

Epinium takes the insights from Amazon’s Brand Analytics Tool and transforms them into real actions across your account. Instead of manually analyzing keywords, search terms, or purchase patterns, you can rely on Epinium’s AI to interpret those signals and apply changes at scale.

For example, high-performing search terms identified in Brand Analytics can be automatically suggested for listing optimization or used to refine your advertising campaigns. Likewise, demographic insights can inform automated adjustments to content or product positioning across different marketplaces.

By bridging the gap between data and execution, Epinium helps sellers react faster and more precisely to what the analytics reveal.

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