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Amazon Brand Analytics: What Is it & How to use ABA Report?

Amazon Brand Analytics is a top game player for anyone in ecommerce. When it comes to updates you need to stay up to date overall. Moreover, Amazon Brand Analytics is an innovative requisite tool for any brands. Why? When and who you sell your products makes a big difference.

There has been a change with Brand Analytics that needs to be noted. Now, Amazon Brand Analytics showcases improved and more helpful data. What does this mean? You are able to feature a new report for various tools and indicators.

The latest models of Amazon Brand Analytics showcase advertising attribution and as well a Search Analytics Dashboard. You are able to do more and show better functionality and customization. Lastly, you are able to offer sellers more with search performance insights.

Here’s what you need to know and learn about Amazon Analytics this year:


What is Amazon Brand Analytics?

Amazon Brand Analytics selection

Amazon Brand Analytics is part of an Amazon Seller Central. Moreover, it is an Amazon Vendor Central tool, which is exclusively for the use of Amazon Brand Registry members.

In general, Amazon Brand Analytics includes five reports:

  • Amazon Search Terms: Amazon search terms are what can be described as backend keywords. Any listing to Amazon needs them.
  • Repeat Purchase Behavior: This primary term shows the order turnover of more than one customer over a range.  These are goods returns that are not taken into account overall.
  • Market Basket Analysis: This can best be described as a data mining process  that is used to uncover purchase trends in various retail settings.
  • Item Comparison and Optional Purchase Behavior: In general, item Comparison Report displays products. What does this mean? This indicator means to see what users on Amazon viewed most often on a particular day for your products. Therefore, you are able to discover products that are in direct competition with each other overall.
  • Demographics: This indicator of demographics is what enables users to target and hone your messages. Overall, this leads to using advertising spending more effectively overall. Without a doubt, Amazon shopper demographic data, the raw numbers, is used to show a vendor relationship.

For users you can use brands for these analytic reports to make informed decisions about product lineup. Moreover, you can use this information for strategy related to marketing and advertising methods.

Amazon Brand Analytics (ABA) is a very tactile experience for sellers. As it is noted, Amazon Analytics acts as a vehicle and opportunity for sellers to list products on Amazon. This was a major opportunity.

The best option for any seller is to know what the market holds. Amazon Analytics as a tool provides profound insights. In a nutshell, Amazon Analytics is able to use and  identify future and potential customers. All in all, the purchasing and marketing viable behavior is key. As Amazon Analytics, it requires you to know your competitors, and search queries.

Amazon Brand Analytics is a selection of reports available that need to be given proper attention. Moreover, this evaluation for products is what makes Amazon Analytics crucial. In the past, it was known as Amazon Retail Analytics, the purpose allowed brand owners to view important insights into customer patterns and spending.

In the end, what Amazon Analytics accomplishes to utilize popular search terms, competitors give brands the power to make decisions. This is especially the case across Amazon.


Who uses Amazon Analytics?

In summary, any Amazon sellers and vendors can be able to connect with the reports. The requirement is that uses  also need to be brand owners. Therefore in doing so you are required to have registered a  brand. All of this needs to be confirmed with the Amazon Brand Registry as well.


Who can get and use Amazon Analytics?

Getting eligibility to use Amazon Brand Analytics is not cumbersome and some may realize. For example, you are able to quickly gain access with membership requirements.

Firstly, the best way to access the Amazon Brand Analytics tool is with Amazon. Then, the following below for eligibility criteria:

  • Accessibility to Brand Analytics.
  • Then go and try to sell on Amazon.com as the next step.

Amazon Brand Analytics (ABA) is accessible and wonderful to use. In summary, the best way to initiate is by simply being a 3P seller. Once this has been established, as a 3P seller you are then enrolled in a Brand Registry program.

Please note for the less experienced users,  If you are able to access the Brand Analytics feature then this will be an issue or source of frustration. Unfortunately, this is a basic and mandatory requirement and thus it means you will not be recognized for Amazon Analytics. The Brand analytics feature as a 3P seller is the criteria that is outlined by the Amazon Brand Registry.

Lastly, you are able to contact seller support for Amazon: Seller Support All in all, Now, if you know that you don’t fulfill this membership then contact Amazon seller support.


What you need for Amazon Analytics

need for Amazon Analytics

If you want to use Amazon Analytics then be prepared to meet the requirements. So, when using the Amazon Brand Analytics tool, it is required to address the specifications below:

  • Owner of the brand: You need to have personal ownership of the products.
  • You need to be an Amazon member for the Brand Registry Program.
  • There needs to be a duty for selling products of the same or similar brands on Amazon.
  • A big requisite is to have a brand that has been an active and registered trademark overall.

Accessing Amazon Analytics

Accessing Amazon Analytics

Amazon Analytics gives you the tools to start quickly if possible. Basically, you are able to start initiating Amazon Brand Analytics by simply utilizing a few easy steps.

  • First step is to log in to Amazon. Basically, what you want to do is access Amazon Seller Central or an Amazon Vendor Central account.
  • Secondly, then to continue then merely click through to “Reports” from the main navigational menu.
  • Secondly, click and go through “Reports” from the main navigation menu on your tablet, computer, or smartphone.
  • From there then pick “Brand Analytics” from a dropdown menu on your device.

Soon enough you are ready to start with using Amazon Analytics. You then have to click or select “Brand Analytics,” to start earnestly. From there you can start accessing and learning how to use Amazon analytics in general.


Understanding  Amazon’s Search Terms report

Amazon’s Search Terms report

The Amazon Search Terms report includes a lot of very helpful data for any user. For instance, Amazon search terms report offers insights. How? You are able to utilize the search terms’ page in various ways.

The main attractive point for this tool is that you access and see visibility driven by shoppers’ clicks. You can find out if you are able to generate impressions for the right set of keywords relevant to your product.


Main Tools for Amazon Search Teams Report

  • Identifying and knowing what are the most popular searched keywords on Amazon. Knowing is half the battle for any successful marketing team.
  • The importance of analyzing and displaying a search term. This is to show a keyword’s range of search frequency rank
  • You are able to identify and see Top 3 products. These top products are the ones customers clicked after searching for a term
  • Lastly, the top 3 products’ conversion rate information. As well, any click-share information.

When you are a brand owner you need to be able think about the big picture of what it means to include search terms or keywords. Therefore, a brand owner needs to aim to find a particular phrase or term to inquire/check for products.

As Amazon customers, you have the ability to to locate and click after searches for one of a kind keywords. In general, brand owners are able to locate the terms that propel Amazon customers to look for a particular product.

These are crucial Amazon search team elements for any relevant report below:

1: Search Term Keywords and Phrases

Search Term Keywords and Phrases

These are basically keywords or terms you would use for products. It is crucial that you combine or place words in a particular way to yield the best results overall. Here is a relevant and useful example for products below:

Electronic Goods, Sporting Goods, best perfumes, health foods, essential oils and more.

2: Search Frequency Rank and Definitions

Search Frequency Rank

The “search frequency rank”notion and idea is very important for Amazon Analytics. This is defined as a number to be used for a search phrase completely found upon its namesake for a particular time period or phase.


Benefits of Amazon Brand Analytics

Benefits of Amazon Brand Analytics

To stay ahead of the business cycle, Amazon analytics offers a plethora of advantages. It is greatly needed to gain access to data connected to competitors.

Here are the actual benefits to Amazon Analytics:

1: No Money upfront or high cost

You did not need a lot of capital or investment required. As well, Amazon Brand Analytics is a power for any seller that offers vital insights into data  connected to things. There would be a link for customers, competitors, products, and keywords.

2: Advantage to Finding Keywords

There is a benefit to putting future Keywords. Amazon Brand Analytics is very good in offering and displaying the search terms used by a preferred or targeted audience. This tool provides keywords within search frequency ranks overall. These numbers may be best to improve traffic to your Amazon Brand store.

3: Knowing Shopping Behavior of Preferred Customers

Shopping Behavior of Preferred Customers

For example, if you sell fashion clothes. Through searching, Amazon Brand Analytics is best for finding the better performing keywords. Keywords can be quite confusing but need to be refined so this is a great feature overall. Knowing customer patterns and trends is great for utilizing what you need to do to better and grow ad bids for certain keywords. Any information collected is then filtered for potential customers to use and organize with your Amazon brand store that will attract a variety of groups of all ages.

4: Showing Vital Insights About Your Products

Amazon Brand Analytics (ABA) is a valuable tool for sellers who want to list their products on Amazon. This tool provides insights into your potential customers,  purchasing behavior, patterns, competitors, and search queries.

This is where Amazon Brand Analytics can do a lot to help and identify what you need. This is a way to find the more commonly used search terms that would drive or move sales. This is crucial to what would sell your products on Amazon.

The way it benefits is that you are able to see what drives your products to sell. Overall, when you are to do things like rank and show insights of products you can plan more. In summary, ranking your products is ideal and best in the industry with Amazon Analytics.

5: Convenient and User Friendly Tool

Using a tool with ease is what makes Amazon Analytics attractive. This particular tool for your products has been customized with a friendly and easy to use interface. All in all, you can quickly navigate and get important information in a user-friendly manner.

Amazon Brand Analytics offers a lot of different types of  You can learn about competitors, products, search terms, and as well customers that are accessible without much know-how or training beforehand.


Amazon Analytics Conclusion

Amazon analytics opens up a whole new potential for your ecommerce needs. When you're using data, it is created to facilitate sellers.

There is a need to understand  ways where your store may be doing  and fully utilized in general. The ideal option to see this is to display how you require and see customer behavior in purchasing patterns. This is what Amazon Analytics can give you and benefit in the best of ways.

Doug Wein

Doug Wein is an independent consultant and coach, working with sustainability-minded businesses and professionals to help them clarify and achieve their most critical goals. He has provided strategic sustainability consulting to Fortune 500 companies across a wide array of industries, including food & agriculture, retail, manufacturing, real estate, green building, and waste & recycling. His coaching work helps clients develop leadership skills, spread bold ideas, transform organizations, and ultimately create positive change. Doug has led strategy development trainings in small teams and in groups of over 650 professionals at such premier sustainability venues as the Greenbuild Conference. Doug has led people and organizations for over fifteen years. He has an MBA from the Ross School of Business and an MS from the School of Natural Resources and Environment, having graduated from the Erb Institute for Global Sustainable Enterprise at the University of Michigan. His undergraduate degree in Psychology is from Pitzer College. When he’s not coaching, Doug is often attempting to invent new culinary sauces to delight his wife, building treehouses, or exploring the backyard with his two-year old.View Author posts