Selling on Amazon today is more competitive than ever. Whether you’re launching your first private label product or managing a multi-million-dollar brand, the key to sustainable growth is no longer guesswork—it’s data.
And few tools are as powerful—or as underutilized—as Amazon Brand Analytics.
If you’re a Brand Registered seller, you have access to an incredible set of insights that most sellers either ignore or barely scratch the surface of. Those who do leverage it are gaining an unfair advantage—identifying customer behavior trends, refining listings, improving PPC, and scaling faster than the competition.
In this blog, we’ll break down exactly how Amazon sellers are using Brand Analytics to increase sales—and how you can start doing the same today.
🧠 What is Amazon Brand Analytics?
Brand Analytics is a free data suite available to Brand Registered sellers inside Seller Central.
It offers detailed reports and customer insights that were once available only to big brands. These include:
- Search Query Performance Report
- Amazon Search Terms Report
- Demographics Report
- Market Basket Analysis
- Item Comparison and Alternate Purchase Behavior
In short, it’s Amazon’s way of showing you how real customers behave—what they search, click, buy, and even what else they considered instead of your product.
If you know how to read these reports, you can:
- Rank higher for valuable keywords
- Improve product listings that aren’t converting
- Launch products based on real buying patterns
- Optimize advertising with precision
🔍 How to Access Brand Analytics
If you’re Brand Registered, simply:
- Log into Seller Central
- Navigate to Brands → Brand Analytics
- Explore the various reports available
Make sure you check it regularly—some reports update weekly, others quarterly.
📈 How Smart Sellers Use Brand Analytics to Increase Sales
Now, let’s dive into the specific strategies that sellers are using right now to drive serious growth with Brand Analytics.
1. Finding High-Value Keywords with Search Query Performance
One of the biggest game-changers in Brand Analytics is the Search Query Performance (SQP) Report.
It tells you:
- Which keywords your brand (or ASIN) appeared for
- How many impressions, clicks, cart adds, and purchases those keywords generated
- Your share of those actions compared to competitors
✅ How to Use It:
- Identify low-click but high-purchase keywords: These are golden opportunities for higher-converting traffic.
- Spot gaps in your funnel: If you have high impressions but low clicks, your main image or title may need work.
- Target underperforming keywords: Push PPC spend strategically toward keywords where you’re already winning some share but could dominate with better positioning.
📊 Example:
You discover that for “eco-friendly water bottle,” your brand has high impressions but a low click share.
👉 Action: Update your main image and title to emphasize “eco-friendly,” then increase PPC bids on that keyword.
2. Optimizing Listings Based on Amazon Search Terms Report
The Amazon Search Terms Report reveals the top 1–3 clicked products for a search term—even if it’s not your product.
This lets you see:
- Which competitors are winning top spots
- What features or images attract buyers at the search level
- How your product stacks up against similar options
✅ How to Use It:
- Analyze winning competitors’ listings: How is their image, title, pricing, and offer better? Adjust yours to compete.
- Spot keyword opportunities: If a competitor is winning a term that fits your product, target it manually with ads.
- Find cross-niche ideas: Sometimes customers search a term expecting something slightly different—adapt your messaging.
3. Building Smarter Product Bundles with Market Basket Analysis
The Market Basket Analysis Report shows what other products customers frequently buy along with yours.
This insight is gold for:
- Creating product bundles
- Developing cross-sell strategies
- Informing new product development
✅ How to Use It:
- Bundle complementary items: If customers often buy your yoga mat and a carrying strap separately, create a “Yoga Starter Bundle.”
- Optimize upsells: Promote complementary products via Sponsored Display ads to previous buyers.
- Spot category expansion ideas: Products purchased alongside yours reveal customer needs you could serve with new launches.
4. Recovering Lost Sales with Item Comparison and Alternate Purchase Behavior
Ever wondered what product your shopper bought instead of yours?
The Item Comparison and Alternate Purchase Behavior Report tells you:
- What other products were viewed alongside yours
- What product was purchased if not yours
✅ How to Use It:
- Analyze why competitors are winning: Better price? Better reviews? Better images? Adapt based on real-world competition.
- Find pricing thresholds: If most alternate purchases are cheaper, consider adjusting your price or emphasizing premium value.
- Refine targeting: Focus PPC campaigns against products that consistently steal your sales.
5. Understanding Your Customer with Demographic Reports
While limited compared to platforms like Facebook, Amazon’s Demographics Report still offers useful insights:
- Shopper age
- Gender
- Household income
- Education level
- Marital status
✅ How to Use It:
- Tailor imagery and copy: Differentiate your branding based on the audience that’s buying.
- Inform new product development: Launch variations designed for segments you’re already attracting.
- Test ad creatives: Match Sponsored Brands and DSP ad creative to your dominant demographics.
🚀 Bonus Pro Tip: Use Brand Analytics for Smarter Product Launches
Launching a product without data is like throwing darts blindfolded.
Instead, use Brand Analytics to:
- Validate keyword demand: Ensure there’s search volume and buying behavior for your product’s core keywords.
- Identify competitor weaknesses: Find underserved niches where competitors have weak CTR or low purchase rates.
- Plan launch PPC strategy: Use Search Query Performance to prioritize keywords for aggressive bidding during launch.
🛑 Common Mistakes to Avoid with Brand Analytics
Even with access to powerful data, sellers often misuse or ignore Brand Analytics. Here’s what to watch for:
- Only checking it once a quarter: Data is only valuable if you use it actively to iterate your strategy.
- Overfocusing on impressions: Clicks, cart adds, and purchases matter much more for revenue growth.
- Failing to act on customer behavior: If you’re not adjusting your listing, pricing, or PPC based on what the data shows, you’re leaving money on the table.
- Ignoring competitive alternate purchases: Competitor data is your blueprint to win. Study it closely.
📊 Real-World Example: How One Seller Doubled Sales with Brand Analytics
A home organization brand was stuck at $40K/month in sales despite solid PPC campaigns.
After diving into Brand Analytics, they discovered:
- High impressions but low click share on “under bed storage bins”
- Competitors with brighter, lifestyle-focused images were winning clicks
- Alternate purchases were $5–$10 cheaper than their listing
Action Steps:
- Updated main images to feature real homes, clean lighting, and storage tips
- Adjusted price slightly to be competitive (while still profitable)
- Increased ad spend on winning keywords found in Search Query Performance
Result?
- 23% increase in click-through rate
- 37% increase in conversion rate
- $85K in monthly sales within 90 days
✍️ Final Thoughts: Data Is the New Competitive Advantage
Amazon rewards sellers who understand what their customers want—and act on that information faster than the competition.
Brand Analytics isn’t just another dashboard. It’s your playbook for:
- Capturing hidden market share
- Strengthening your listings and ads
- Outsmarting your competition
- Scaling with precision instead of guesswork
If you’re not using Brand Analytics weekly, you’re fighting blind while others are optimizing with a map in hand.
Want help unlocking the full power of Brand Analytics and scaling your Amazon brand?
At Marketplace Valet, we specialize in turning data into action—and action into growth.
📩 Let’s talk about how we can help you win smarter in 2025 and beyond.
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