Leverage Amazon Brand Analytics to gain insights into customer behavior and competitor strategies.
In today’s competitive Amazon marketplace, having access to data is no longer optional—it’s essential. For sellers enrolled in Brand Registry, Amazon Brand Analytics (ABA) is a powerful tool that provides deep insights into how customers shop and how your competitors perform. By understanding this data and applying it strategically, you can fine-tune your listings, optimize ad campaigns, and identify profitable opportunities your competition is missing.
In this guide, you’ll learn exactly how to use Amazon Brand Analytics to grow your brand, rank higher, and dominate your niche.
What is Amazon Brand Analytics?
Amazon Brand Analytics is a free reporting tool available exclusively to brand-registered sellers. It offers access to a suite of powerful data reports that reveal valuable insights into customer search behavior, purchase habits, and competitive performance.
To access ABA, you must be enrolled in Amazon Brand Registry, which requires having an active trademark. Once you're in, you’ll find several reports inside the dashboard, including the Search Term Report, Repeat Purchase Behavior, and Market Basket Analysis. Each of these gives you a unique lens to analyze how buyers interact with products like yours—and what they buy alongside them.
The dashboard is updated weekly, making it a reliable resource for staying ahead of trends and adapting to market shifts.
Using Brand Analytics for Keyword Optimization
One of the most useful aspects of Amazon Brand Analytics is its ability to help with keyword optimization. The Search Term Report shows you the exact keywords customers are using to find products, along with how often they search for them (measured by Search Frequency Rank) and which ASINs they click on and purchase.
By looking at top-performing search terms in your category, you can understand what language your customers are using and whether your listing is optimized to appear for those terms. If you notice that your product isn't ranking for a high-volume keyword, it may be time to adjust your title, bullets, or backend search terms.
To build a complete keyword strategy, you can combine ABA data with tools like Helium10’s Cerebro, which lets you reverse-engineer competitor ASINs. When used together, Brand Analytics shows what’s already converting in your market, while Helium10 gives you the broader keyword universe and competition levels.
Analyzing Competitor Market Share
Brand Analytics also gives you visibility into how your competitors are performing. Within the Search Term Report, you can see which brands dominate specific search queries by analyzing click share and conversion share for each ASIN.
For example, if you’re selling collagen powder and the top three clicked ASINs are from a single brand, that tells you who your primary competitor is and how much of the market they control. You can then analyze what they’re doing right—whether it's pricing, imagery, reviews, or content—and identify areas where you can do better.
This kind of insight is essential for gaining market share. If your product isn’t showing up in the top three positions for a high-volume search term, your chances of getting clicks are slim. By knowing who’s ahead, you can develop more aggressive pricing strategies, improve your listing design, or adjust your ad spend to compete effectively.
Refining Ad Targeting Based on Brand Analytics Data
Amazon PPC is all about efficiency—getting more results for less spend. ABA helps here too by showing which search terms are leading to conversions in your niche. This enables you to focus your ad spend on high-converting keywords rather than wasting money on irrelevant or low-intent traffic.
Using ABA, you can identify keywords that consistently drive traffic and sales. You can then create exact-match ad campaigns targeting those terms, giving you more control over performance. Additionally, by observing which ASINs appear most often for top terms, you can determine where your ads should show—whether on product pages, top-of-search, or elsewhere.
ABA can also inform your bidding strategy. If you see that a competitor is dominating a specific search term, you might want to bid more aggressively or find long-tail variations where competition is lower but purchase intent is still high. The key is using the data to optimize both placement and efficiency, improving your return on ad spend (ROAS).
Predicting Market Trends & Customer Behavior
Brand Analytics isn’t just about search—it also helps you understand customer behavior and future demand. The Repeat Purchase Behavior Report tells you how many of your buyers are returning for a second or third purchase. This is especially useful if you sell consumables or items with a natural repurchase cycle.
If you notice that your repeat purchase rate is low, it might signal a product issue or missed opportunity in customer engagement. You can take action by improving product quality, following up with customers, or introducing a subscription model to increase lifetime value.
Another helpful report is Market Basket Analysis, which shows what other products customers frequently purchase along with yours. This data is invaluable for creating product bundles, cross-promotions, or upsell opportunities. For example, if people who buy your yoga mat also frequently buy water bottles, consider bundling both or running a discount campaign for the second item.
You can also spot seasonal patterns using Brand Analytics by tracking search term activity over time. This helps you plan inventory, run timely promotions, and adjust your PPC campaigns to capitalize on peak demand periods.
Conclusion
Amazon Brand Analytics is a goldmine of insights—if you know how to use it. From understanding what keywords drive sales to analyzing competitor dominance and discovering customer buying habits, ABA gives you the tools to make smarter decisions and outperform your competitors.
By integrating ABA into your weekly workflow and combining it with tools like Helium10, you can create a data-driven growth strategy that fuels every part of your Amazon business—from listing optimization to advertising and product development.
Use the data. Outsmart your competition. And build a brand that not only survives—but thrives—on Amazon.
