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How to use Brand Analytics to improve listings

Maria

Client Success Manager at Amersify

Introduction

If backend keywords are your invisible SEO weapon, Brand Analytics is your radar system.

Amazon Brand Analytics (ABA) gives brand-registered sellers and vendors exclusive access to shopper behaviour data — what customers are searching for, what they’re clicking, and what they’re buying instead of you.

When used properly, it transforms guesswork into strategy.

1. What Is Amazon Brand Analytics?

Brand Analytics is an insights suite found inside Seller and Vendor Central that provides:

Search term data (what customers search for and click)
Market share insights (who’s winning the top three positions)
Demographic data (age, gender, household income, location)
Item comparison & alternative purchase data

💡 Amersify Tip:

Brand Analytics doesn’t just tell you how your listings perform — it tells you how your competitors win the sale.

2. Where to Find It

Seller Central:

Breadcrumb: Seller Central → Brands → Brand Analytics

https://sellercentral.amazon.co.uk/brand-analytics

Vendor Central:

Breadcrumb: Vendor Central → Reports → Brand Analytics

💡 Amersify Tip:

Brand Analytics is only available to Brand Registered sellers and vendors with sufficient sales history.

3. Key Reports and How to Use Them

a) Amazon Search Terms Report

Shows the top searched keywords, their click share, and conversion share.

Use it to:

Identify keywords you’re not ranking for.
Spot rising or seasonal trends.
Feed high-potential keywords into your listing titles and backend fields.

💡 Amersify Tip:

Click share matters more than search volume — it shows what customers actually choose.

b) Item Comparison and Alternate Purchase Behaviour

See what products shoppers viewed before buying a competitor’s item.

Use it to:

Identify your direct competition.
Refine your images and bullets to address missing features.
Adjust price or pack size to match market expectations.

💡 Amersify Tip:

If shoppers consistently choose a rival because of a specific feature (e.g., BPA-free, leakproof), highlight that up front in your listing.

c) Market Basket Analysis

Shows which products are most often purchased together with yours.

Use it to:

Identify cross-sell or bundle opportunities.
Inform A+ Content modules showing complementary items.
Improve ad targeting for Sponsored Display or Brand Store pages.

d) Demographics Report

Breaks down buyer data by age, gender, household income, and region.

Use it to:

Refine imagery and tone of voice.
Guide A+ Content design — e.g., lifestyle images for younger audiences, benefit-led copy for older demographics.
Plan external ad targeting in tools like Amazon Attribution.

4. Applying Insights to Listing Optimisation

Update titles with newly identified high-click keywords.
Add missing features or benefits seen in competitor conversions.
Use comparison data to justify premium pricing (if you outperform on reviews or specs).
Adjust image stacks to highlight features that drive purchase decisions.
Regularly refresh backend keywords using new high-volume search terms.

💡 Amersify Tip:

Brand Analytics is your bridge between ads, listings, and strategy — it tells you where to focus your optimisation efforts first.