Amazon Brand Analytics: How to Use Search Query, Market Basket, and Repeat Purchase Data

Amazon Brand Analytics is a suite of market intelligence reports available exclusively to sellers enrolled in Amazon Brand Registry. It provides data that Amazon never shares with general sellers — including what keywords drive your traffic vs competitors' traffic, what products customers buy alongside yours, and how often customers return to repurchase.

Access: in Seller Central, navigate to Brands → Brand Analytics. If you have Brand Registry, all report categories are available. If Brand Analytics does not appear in your menu, verify Brand Registry enrollment is active.

The value is competitive intelligence at a level of specificity that no third-party tool matches — because this data comes directly from Amazon's transaction systems, not from web scraping or estimates. The tradeoff: data is available at weekly, monthly, and quarterly aggregations, not in real-time.

Search Query Performance (SQP) shows, for each keyword related to your brand or product, how many shoppers saw your product (impressions), how many clicked (clicks), how many added to cart, and how many purchased. This funnel data is available at the brand level and individual ASIN level.

How to use it: identify keywords with high impressions but low click-through rate (CTR). Low CTR on a high-impression keyword means shoppers see your listing in results but do not click it — usually indicating a main image or title issue. Fix the first impression (image or title) to capture this missed traffic.

Identify keywords where you have clicks but low conversion. This means shoppers are interested enough to visit your listing but not buying. Usually caused by: price is too high vs competitors, bullet points do not address key objections, or reviews are insufficient. Review your listing against the top competitors for these keywords.

SQP also shows your "Click Share" — what percentage of total clicks on each keyword go to your products. If you have 2% click share on a keyword where competitors have 15%, you either rank too low or your listing is less compelling. Both are actionable insights.

Market Basket Analysis shows the top 3 products most frequently purchased in the same transaction as your product. This reveals natural cross-sell opportunities and can expose competitive threats.

Cross-sell application: if customers buying your water bottle also frequently buy protein shakers and meal prep containers in the same order, you have identified the next product to launch — you already know it sells to your customer base. Launching a complementary product with an established customer overlap is much lower risk than entering an unrelated category.

Defensive application: if Market Basket shows customers often buy your product alongside a specific competitor's accessory, that competitor is capturing revenue from your customers. Consider whether to launch that accessory yourself or negotiate a bundling relationship.

Advertising application: target the ASINs that appear in your Market Basket data with Sponsored Products or Sponsored Display ads. Showing your product on a product page that's frequently co-purchased is a high-conversion advertising placement because the audience is pre-qualified by purchase behavior.

Repeat Purchase Behavior shows what percentage of your customers purchased again within 12 months, the average number of orders per customer, and which products have the highest repeat rate. This data is critical for identifying Subscribe & Save candidates and understanding true customer lifetime value.

Actionable use: products with high repeat rates (30%+) are strong Subscribe & Save candidates — every repeat buyer is a potential subscriber. Products with low repeat rates (under 10%) in a category where you'd expect repurchase (consumables, skincare) signal product satisfaction issues worth investigating.

Top Search Terms report shows the top 1,000 search terms on Amazon during the selected period, ranked by Search Frequency Rank (SFR). Lower SFR = more searches. This is aggregated across all Amazon shoppers, not specific to your brand — it reveals category-level demand shifts. Monitor this monthly to identify emerging keyword trends before they peak and competition increases.