Introduction
Fulfillment by Amazon (FBA) has revolutionized how brands grow online. But if you’re only focused on logistics and fast shipping, you’re leaving massive money on the table.
Amazon’s Brand Analytics is one of the most powerful — and underutilized — tools available to Brand Registered sellers.
When paired with the scalability of FBA, Brand Analytics gives you a strategic edge that transforms data into growth.
In this ultimate guide, we’ll walk through:
- What Brand Analytics actually includes
- How to access and interpret the data
- Key insights you should use today
- How to apply those insights to improve listings, ads, and inventory decisions
- FBA-specific metrics that tie into performance
1. What is Amazon Brand Analytics?
Brand Analytics is a suite of data tools available to Brand Registered sellers in Seller Central.
It includes:
- Search Term Reports
- Market Basket Analysis
- Item Comparison and Alternate Purchase Behavior
- Demographics
- Repeat Purchase Behavior
Each report gives you a clearer picture of how customers interact with your brand and your competitors.
2. What is FBA and Why It Matters
FBA (Fulfillment by Amazon) allows sellers to:
📦 Store inventory at Amazon fulfillment centers
🚚 Let Amazon pick, pack, and ship orders
📈 Qualify for Prime and win Buy Box placements more often
But fulfillment speed alone doesn’t drive growth. That’s where data comes in.
3. Combining FBA + Brand Analytics = Growth Strategy
The real magic happens when you combine the operational power of FBA with the market insights of Brand Analytics.
This combo allows you to:
- Forecast demand accurately
- Target ads more effectively
- Convert better with optimized listings
- Predict what products and bundles will sell best
Let’s break it down…
4. Using Search Term Reports to Improve Listings & Ads
Search Term Reports show:
- The top-searched terms
- The click share and conversion share per ASIN
- Which competitors dominate which terms
Use this to:
✅ Optimize your product titles, bullets, and backend search terms
✅ Refine your Sponsored Products keyword targeting
✅ Identify competitor weaknesses in high-traffic terms
Example: If your ASIN is ranking for “stainless steel water bottle” but not converting — it’s time to revisit your pricing, main image, or reviews.
5. Using Market Basket Analysis for Bundling & Upsells
This report shows which products are frequently bought together with yours.
✅ Use this for:
- Creating virtual bundles (FBA only)
- Developing complementary product lines
- Crafting upsell emails and ads
Example: If your yoga mat is often purchased with resistance bands — make a bundle and dominate the category.
6. Item Comparison and Alternate Purchase Behavior
This report shows what other items customers viewed — and ultimately purchased — instead of yours.
✅ This data tells you:
- Who your true competitors are
- How your offer stacks up in the customer journey
- What changes (image, price, reviews) may shift outcomes in your favor
7. Demographics: Understand Your Audience
Brand Analytics gives data on:
- Age
- Household income
- Gender
- Education level
- Marital status
✅ Why it matters:
- Craft better product descriptions
- Target the right demographic in your off-Amazon ads
- Inform product development and packaging
8. Repeat Purchase Behavior: Fuel Retention
If you sell consumables, this report is gold.
✅ See:
- Which products are bought again
- How often customers reorder
- Your average customer lifetime value
Use this to:
📦 Adjust inventory forecasting for FBA
💬 Build “Subscribe & Save” campaigns
📈 Create retargeting campaigns based on reorder windows
9. Tie It Back to FBA Metrics
Brand Analytics gives the why, but FBA gives the how — in performance terms.
Watch your:
- Inventory levels
- IPI Score
- Stranded Inventory
- Return rates
✅ Combine these data points with Brand Analytics to prevent overselling, stay in stock, and lower your return-related costs.
10. Pro Tips for Implementation
- Review Search Term Reports weekly and adjust your listings
- Pull comparison behavior data before launching new ads
- Bundle products based on Market Basket data
- Forecast FBA inventory based on Repeat Purchase insights
- Use demographic data to personalize off-Amazon marketing (social, email, etc.)
Final Thoughts
FBA handles the heavy lifting.
Brand Analytics tells you where to lift next.
Together, they create a powerful flywheel of insight, efficiency, and growth.
Stop guessing. Start scaling — smarter.
Need Help?
At Marketplace Valet, we help sellers:
📦 Fulfill products through Amazon FBA
📊 Use Brand Analytics to sharpen strategies
💰 Increase conversions and retention
