Brand Analytics Amazon is a reporting suite inside Seller Central that shows how shoppers search for, click on, buy, and re-buy products in your brand — aggregated across the whole store, not just your own orders. Amazon lists no separate charge for it, but access is gated twice: Amazon states that “To access Brand Analytics, you need a Professional selling account” and “You also need to be a Brand Representative for a brand enrolled in Amazon Brand Registry” (sell.amazon.com, checked 2026-08-02). As of 2026-08-02, Amazon’s own pages list seven dashboards, and this guide covers what each one measures and in what order to read them.
A sourcing note, stated up front. Everything below comes from Amazon’s public seller pages, read on 2026-08-02. This is a documentation-sourced explainer, not a walkthrough of a logged-in session — no screen captures of the interface are reproduced, and no claim here is presented as our own hands-on test of the console. Where Amazon’s pages are silent on a detail, this guide says so rather than filling the gap.
Two scope notes. This guide does not rebuild a keyword map — that process lives in Amazon keyword research. And it does not re-explain how Amazon decides rankings; that mechanism is covered in the Amazon SEO guide. This page is about reading the reports.
Who Can Open Amazon Brand Analytics
The access gate has two independent conditions, both quoted above: a Professional selling account, and Brand Representative status on a brand enrolled in Amazon Brand Registry (checked 2026-08-02). Neither substitutes for the other. A Professional seller without an enrolled brand sees nothing; a registered brand accessed through an account with the wrong role also sees nothing.
Amazon documents the navigation path in two slightly different phrasings on two pages. The tools page says: “Access Brand Analytics from the Seller Central main menu by selecting Brands, then Brand Analytics.” The blog page says: “Log in to Seller Central. Hover over Brands in the main menu, then select Brand Analytics.” Both are official wording as of 2026-08-02 and describe the same route — Brands → Brand Analytics. This path is quoted from Amazon’s documentation and has not been self-tested here.
If enrollment is the blocker rather than the role, the trademark requirements and the application sequence are laid out in the Amazon Brand Registry guide. Enrollment itself is handled at brandservices.amazon.com.
Freshness and history
Amazon states: “Data in Brand Analytics usually goes back three years and is generally available within three days, with quarter-end data typically available within one week” (checked 2026-08-02). Amazon also states that you can “Use filters to view data for a specific week, month, or quarter.”
Two practical consequences follow from that one sentence. First, Brand Analytics is not a same-day dashboard — it will not tell you what a price change did this morning. Second, the three-year window means the useful comparison is usually year-over-year for the same week, not week-over-week, because seasonality dominates most catalogs.
The Seven Dashboards Amazon Lists in 2026
Amazon’s tools page groups the reports into four categories — Customer Journey Analytics, Customer Loyalty Analytics, Search Analytics, and Consumer Behavior Analytics (checked 2026-08-02) — and names the individual dashboards separately on the same page. Customer Loyalty Analytics is both a category name there and a dashboard; the seven-item count below follows Amazon’s blog listing.
| Dashboard | The question it answers | Amazon’s stated scope |
|---|---|---|
| Search Catalog Performance | How often did my catalog appear and convert in search? | Impressions, “clicks and click rates, median prices, cart adds, purchases, and conversion rates” |
| Search Query Performance | Which queries drive my products, and what share do I take? | Brand View and ASIN View; search query score; search query volume |
| Top Search Terms | What is the whole store searching for? | Search frequency rank, top-clicked brands, top-clicked categories |
| Repeat Purchase Behavior | Do buyers come back for the same item? | “how often unique customers place multiple orders of the same product” |
| Demographics | Who is buying, in aggregate? | Age, income, education, gender, marital status |
| Market Basket Analysis | What gets bought alongside my items? | “the top three products customers most frequently purchase with the products you offer” |
| Customer Loyalty Analytics | How loyal is my audience, and is that changing? | Segments: Top Tier, Promising, At Risk, Hibernating |
All dashboard names, field names and quoted phrases in this table are taken from Amazon’s pages, data checked 2026-08-02.
Search Catalog Performance
This is the widest lens: how many times your brand’s products appeared in Amazon search results, and what happened next. Amazon lists the accompanying columns as “clicks and click rates, median prices, cart adds, purchases, and conversion rates” (checked 2026-08-02).
Read it as a denominator report. Impressions falling while conversion holds steady is a visibility problem; impressions holding while cart adds fall is a listing or price problem. The median price column is the one most sellers skip and the one that most often explains a conversion drop — it puts your price next to the market’s without you having to scrape anything.
Search Query Performance
The dashboard sellers open first. Amazon describes two views — “You can use a Brand View or ASIN View to dig into the data for specific keywords” — and two headline metrics: search query score, which Amazon glosses as indicating how individual keywords are performing, and search query volume, how many times customers used a given keyword in Amazon search within a time frame (checked 2026-08-02). Amazon also states that the dashboard “provides a breakdown of your brand’s share of performance compared to overall query performance in the Amazon store.”
That share breakdown is the part no third-party tool can replicate, because it requires store-wide totals Amazon does not publish. A keyword where you hold a large impression share but a small purchase share is a conversion problem on a term you already win visibility for — usually the cheapest fix available. The reverse pattern, small impression share and large purchase share, is a term worth pushing on; see the Amazon PPC playbook for how that translates into bids.
Amazon’s pages place this dashboard under a “Search Analytics drop-down menu at the top of the Brand Analytics page” (checked 2026-08-02).
Top Search Terms
Where Search Query Performance is about your brand, Top Search Terms is about the store. Amazon describes it as showing the top search terms customers are using across the Amazon store, with search frequency rank, top-clicked brands and top-clicked categories (checked 2026-08-02).
The critical detail is that search frequency rank is a rank, not a volume. Rank 1,000 and rank 2,000 are not “twice as popular” — the distance between ranks is unknown and steeply non-linear at the head. Treating rank as a volume proxy in a spreadsheet is the single most common misreading of this report. If you need comparable volume estimates, that is what external estimators exist for; the trade-offs between them are compared in Amazon keyword tools and, from a workflow angle, in AMZFinder’s keyword research workflow.
Repeat Purchase Behavior
Amazon describes this dashboard as showing “how often unique customers place multiple orders of the same product,” alongside repeat customer sales, units, and the percentage of repeat buyers (checked 2026-08-02).
This is the one dashboard that changes how you think about acquisition cost rather than how you think about a listing. A consumable with a genuine repeat rate can justify an acquisition cost that would be indefensible for a one-and-done purchase. A durable good showing a high repeat rate usually means multi-unit households or gifting, not loyalty — worth checking before you build a subscription strategy on it.
Demographics
Aggregate customer data for age, income, education, gender and marital status. Two limits are stated on Amazon’s page and both matter: “This dashboard is only available for our US store,” and “ASINs need to have 100 or more unique customers in a select time range in order to be displayed” (checked 2026-08-02).
That second threshold quietly excludes most new or long-tail ASINs, which is why many brands open this dashboard once, find it sparse, and never return. It is a report for established catalogs in the US store, not a launch tool.
Market Basket Analysis
Amazon describes it as revealing “the top three products customers most frequently purchase with the products you offer” (checked 2026-08-02).
Three is the whole list — this is a shortlist, not a full affinity matrix, and treating it as one leads to over-reading. Its honest uses are narrow and real: choosing what to put in a bundle, deciding which ASINs to cross-target in Sponsored Products, and spotting when a competitor’s item keeps appearing next to yours, which usually means shoppers are treating the two as a set rather than as alternatives.
Customer Loyalty Analytics
Amazon divides the audience into four named segments — Top Tier, Promising, At Risk, and Hibernating — and describes the dashboard as offering insight into audience loyalty levels for your brand and how they might be changing over time (checked 2026-08-02).
The movement between segments carries more information than the segment sizes. A growing At Risk cohort next to flat sales is the earliest warning signal available in Brand Analytics, because it precedes the revenue drop rather than reporting it.
Two Reports That Are No Longer on Amazon’s List
Item Comparison and Alternate Purchase Behavior appear in a great deal of published seller advice about Brand Analytics. Both were checked against Amazon’s two public Brand Analytics pages on 2026-08-02, and neither name appears on either page.
Stated precisely: Amazon’s public pages did not list them on that date. Amazon’s public pages are not an announcement channel for report removals, so this guide does not claim they were retired, or when — only that Amazon’s current pages do not list them. It is a reason to check the dashboard list yourself rather than trust any article’s inventory, this one included. Brand Analytics has changed its report set before, and any list with a date on it, including the seven above, is a snapshot.
A 30-Minute Weekly Reading Order
The dashboards are not equally useful at the same cadence. A workable rotation:
- Search Query Performance, Brand View (10 min). Sort by purchases. Note the three queries where your purchase share is furthest below your impression share.
- Search Catalog Performance (5 min). Check whether impressions and median price moved. This usually explains what step 1 surfaced.
- Market Basket Analysis (5 min), monthly rather than weekly. Look for a new entrant in the top three.
- Customer Loyalty Analytics (5 min), monthly. Watch the direction of the At Risk segment, not its size.
- Top Search Terms (5 min), when planning rather than reviewing. Use it for discovery, then hand the terms to the process in Amazon keyword research.
Repeat Purchase Behavior and Demographics reward quarterly review; both are too slow-moving for a weekly slot, and Demographics will be empty for ASINs under the 100-customer threshold anyway.
Where Brand Analytics Stops
Four gaps are worth knowing before you build a routine on it:
- It is aggregated and lagged. Three-day availability, per Amazon’s stated timing, rules out same-day diagnostics.
- It is search-side, not margin-side. No dashboard listed above reports fees, cost of goods, or profit; that reconciliation happens elsewhere.
- Search frequency rank is ordinal. It supports “which is more searched,” not “how much more.”
- It describes, it does not attribute. Brand Analytics reports what happened around your ASINs. Why a query’s share moved — a ranking shift, a competitor’s launch, a price change — is a separate question, and the ranking half of it is covered in the Amazon SEO guide.
Common Mistakes When Reading These Dashboards
- Treating search frequency rank as search volume.
- Comparing week-over-week in a seasonal category instead of year-over-year against the same week.
- Reading Market Basket Analysis as a complete affinity list when Amazon states it as the top three.
- Concluding Demographics “has no data” when the ASIN simply has under 100 unique customers in the selected range.
- Assuming a dashboard named in an older article still exists — see the Item Comparison note above.
Frequently Asked Questions
Is Amazon Brand Analytics free?
Amazon does not list a separate charge for Brand Analytics; the stated requirements are a Professional selling account and Brand Representative status on a Brand Registry–enrolled brand (checked 2026-08-02). The Professional plan itself carries its own monthly subscription fee.
How many dashboards does Brand Analytics have?
Amazon’s public pages list seven as of 2026-08-02: Search Catalog Performance, Search Query Performance, Top Search Terms, Repeat Purchase Behavior, Demographics, Market Basket Analysis, and Customer Loyalty Analytics. The set has changed in the past, so treat any count as dated.
How current is the data?
Amazon states that data “is generally available within three days, with quarter-end data typically available within one week,” and that history “usually goes back three years” (checked 2026-08-02).
Can I see Brand Analytics without Brand Registry?
Amazon’s stated requirement is Brand Representative status for a brand enrolled in Amazon Brand Registry, so registry enrollment is part of the documented access path (checked 2026-08-02). The enrollment requirements are covered in the Amazon Brand Registry guide.
Does Brand Analytics replace a third-party keyword tool?
It answers a different question. Brand Analytics gives store-wide share figures that outside tools cannot see; outside tools give comparable volume estimates and historical tracking that Brand Analytics does not expose. Most brands read both — the comparison is in Amazon keyword tools.
Is Demographics available outside the US?
Amazon’s page states “This dashboard is only available for our US store” (checked 2026-08-02).
Conclusion
Brand Analytics is narrow and deep: seven dashboards, one gate, and one genuinely exclusive figure — your brand’s share of a query against the whole store. Read Search Query Performance weekly, treat search frequency rank as an ordering rather than a quantity, and re-check the dashboard list yourself rather than trusting any published inventory, because the set has moved before and the two reports that vanished from Amazon’s own pages are the proof.
Sources checked 2026-08-02: sell.amazon.com/tools/amazon-brand-analytics, sell.amazon.com/blog/brand-analytics, brandservices.amazon.com.