Amazon Brand Analytics: How to Use Free Data to Outsmart Competitors

What Is Amazon Brand Analytics?

Amazon Brand Analytics (ABA) is a free suite of reports available to every seller enrolled in Amazon Brand Registry. It gives you access to the same shopper data that Amazon uses internally — search behaviour, purchase patterns, demographics, and competitive positioning.

Most Indian sellers either do not know about ABA or glance at it once and never return. That is a costly mistake, because the data inside can reshape your entire advertising and listing strategy.

The Five Core Reports

1. Search Query Performance

This is the crown jewel. For every search term that surfaced your product, you see:

• Impressions: How many times your product appeared in results.
• Clicks: How many shoppers clicked through to your listing.
• Cart Adds: How many added your product to their cart.
• Purchases: How many completed the purchase.

This is your full-funnel conversion data, broken down by search term. If you see high impressions but low clicks, your main image or title needs work. High clicks but low cart adds? Your pricing or bullet points are not convincing. High cart adds but low purchases? A competitor might be winning the Buy Box or offering a better deal at checkout.

2. Top Search Terms

This report shows the most popular search terms on Amazon India by search frequency rank (SFR). Each term lists the top three clicked ASINs and their click share and conversion share.

The SFR number is relative — rank 1 is the most searched term on all of Amazon India. If your main keyword has an SFR of 50,000, that is still a very high-volume term. Use this to discover trending search terms in your category before your competitors do.

3. Demographics

See the age, gender, education, household income, and marital status breakdown of your buyers. This is invaluable for:

• Refining your Sponsored Display audience targeting.
• Adjusting your listing copy to match your actual buyer persona.
• Identifying unexpected customer segments you may not be targeting.

4. Repeat Purchase Behaviour

This report shows what percentage of your orders come from repeat buyers and the typical time between purchases. For consumable products, this data tells you exactly when to trigger remarketing campaigns. If your average repeat cycle is 45 days, set up a Sponsored Display purchase remarketing campaign with a 45-day lookback window.

5. Market Basket Analysis

Discover what products customers frequently buy alongside yours. If buyers of your yoga mat also buy resistance bands and a water bottle, you have three actionable insights:

• Create a bundle listing with those products.
• Target those complementary ASINs with Sponsored Display product targeting.
• Use those product keywords in your SP campaigns.

How to Access Brand Analytics

Navigate to Seller Central > Brands > Brand Analytics. You must be the brand owner or an authorised representative enrolled in Amazon Brand Registry. The reports cover Amazon India data specifically when you are logged into the .in marketplace.

Click Share vs Conversion Share: Finding Competitor Weaknesses

The most powerful analysis you can run in ABA is comparing click share and conversion share for your top search terms.

Here is what the gaps tell you:

• Competitor has high click share but low conversion share: Their listing attracts clicks (good main image, competitive price shown) but fails to convert (poor detail page, bad reviews, or high return rate). This is your opportunity — if your conversion rate is better, bid aggressively on that keyword.
• Competitor has low click share but high conversion share: They have a great product but poor search visibility. They may not be advertising. You can outspend them on PPC to take click share before they scale up.
• You have high click share but low conversion share: Your ads and organic ranking are strong, but something on your detail page is leaking sales. Fix your listing before spending more on ads.

Using Brand Analytics to Inform Your PPC Strategy

Here is a step-by-step workflow:

1. Pull your top 50 search terms from Search Query Performance.
2. Sort by impressions: These are the terms where Amazon is already showing your product.
3. Flag terms with high impressions but low clicks: These need a listing optimisation fix, not more ad spend.
4. Flag terms with good clicks but low purchases: Check if your price, reviews, or A+ Content are competitive on those terms.
5. Find terms where you have zero presence: Cross-reference Top Search Terms with your SP campaign search term report. Any high-SFR term where you are not showing up is a missed opportunity — add it to your campaigns.
6. Check Market Basket for cross-sell targets: Add complementary ASINs to your SD product targeting campaigns.

This single workflow, repeated monthly, gives you a data-driven roadmap that most Indian sellers never build. For more on structuring your campaigns around data, see our campaign structure guide.

Common Mistakes When Using Brand Analytics

• Looking at data only once: ABA data shifts weekly. Set a calendar reminder to review it at least twice a month.
• Ignoring relative metrics: SFR is a rank, not an absolute volume. Track how your rank changes over time rather than comparing it to other categories.
• Not connecting data to action: Data without action is just numbers. Every insight should lead to a change in your listing, PPC campaign, or product strategy.

Turn Data into Revenue with ScaleSkus

Brand Analytics gives you the "what." ScaleSkus gives you the "how." Our platform ingests your search term data, automatically identifies wasted spend, and adjusts bids in real time based on conversion patterns. Pair Brand Analytics insights with ScaleSkus automation to build campaigns that continuously improve. See how to allocate your budget effectively, or start your free trial and let data drive your growth.