Amazon Brand Analytics Review & Pricing (2026)

Amazon Brand Analytics

Keyword Research

Amazon Brand Analytics is a reporting tool inside Seller Central, provided by Amazon rather than a third-party vendor. It groups aggregate customer data into four areas: Customer Journey Analytics, Customer Loyalty Analytics, Search Analytics, and Consumer Behavior Analytics. Individual dashboards include Search Query Performance, Search Catalog Performance, Top Search Terms, Repeat Purchase Behavior, Demographics, and Market Basket Analysis.

Access requires a Professional selling account and Brand Representative status for a brand enrolled in Amazon Brand Registry, so it is not available to unbranded or reseller accounts. Sellers typically use it for keyword research, listing conversion diagnosis, bundle planning, and audience targeting. Data is aggregated rather than customer-level, and it reports on Amazon activity only, so off-Amazon traffic and behaviour fall outside its scope.

Capabilities
Search Query Performance
Lists keywords customers use to find a brand with query volume, impressions, clicks, cart adds, and purchases.
Search Catalog Performance
Shows where shoppers drop off between impression and purchase across a catalog.
Top Search Terms
Reports customer search activity across the store with the top three products, categories, and brands per keyword.
Repeat Purchase Behavior
Breaks down orders received, sales from repeat purchases, and repeat customer counts.
Market Basket Analysis
Identifies products customers frequently buy together with a seller's own products.
Demographics Dashboard
Reports sales split by customer age, income, education, gender, and marital status.
Customer Loyalty Analytics
Segments customers by shopping behaviour and recommends audiences for Brand Tailored Promotions.
Customer Journey Analytics
Shows trends over time, high-impact products, and customer segments across journey stages.
Strengths
The tool is included at no additional cost with a Professional selling account and Brand Registry enrollment.
Search Query Performance data comes from Amazon's own search and purchase records rather than third-party estimates.
Customer segments created in Customer Loyalty Analytics feed directly into Brand Tailored Promotions.
Dashboards cover both acquisition data and repeat purchase data in one place.
Amazon publishes a downloadable Customer Loyalty Analytics guide for the dashboard.
Considerations
Brand Analytics requires enrollment in Amazon Brand Registry, which itself requires a registered or pending trademark.
A Professional selling account is also required, priced separately plus selling fees.
Users need the Brand Representative role assigned by an administrator before the dashboards appear.
Data is aggregated and anonymised, so individual customer records are not available.
Coverage is limited to activity within the Amazon store, and Amazon Attribution is the separate tool for measuring off-Amazon marketing.
Dashboard availability and history depth can vary by marketplace.
Pricing
Free
Free with a Professional account and Brand Registry
Visit website
CategoryKeyword Research
TypeSoftware
Pricing modelFree
MarketplacesAmazon (multiple marketplaces)
Best forBrand Registered sellers analysing search and purchase behaviour
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