Amazon Brand Analytics
Amazon Brand Analytics (ABA) is a free Seller/Vendor Central reporting suite available to brand-registered sellers. It exposes shopper-level data Amazon does not surface elsewhere — top search terms with share metrics, market basket analysis, item comparison, demographics and repeat purchase behaviour.
Amazon Brand Analytics (ABA) is the free reporting suite Amazon ships to brand-registered sellers and vendors. It sits inside Seller Central → Brands → Brand Analytics and exposes a layer of shopper-behaviour data Amazon does not publish anywhere else — what shoppers searched, what they bought instead, what they bought alongside.
Brand Analytics is the foundation of any defensible keyword and competitive strategy. Most operators run keyword-harvesting loops against their own search-term reports without ever pulling the ABA Top Search Terms report — and the search-term report can only show you what your ads already won. ABA shows you the whole market.
The five canonical reports
| Report | What it answers |
|---|---|
| Top Search Terms | For any term: weekly search frequency rank + the top 3 ASINs by click share and conversion share. |
| Market Basket Analysis | What other ASINs shoppers most frequently bought together with yours. |
| Item Comparison | What ASINs shoppers viewed before buying yours (and vice-versa — competitive substitution map). |
| Demographics | Age/income/education/marital-status splits of your buyers. |
| Repeat Purchase Behaviour | Unique vs repeat customers, repeat order rate, time between orders. |
Brand-registered vendors additionally see Search Query Performance (now its own subscale — see SQP) which tracks impression, click and purchase share at the query level for your ASINs.
Top Search Terms — the high-leverage report
For every search term on Amazon, weekly, ABA shows:
- Search Frequency Rank — 1 is the most-searched term that week; 5,000,000+ is the long tail.
- Top 3 Clicked ASINs with each one's click share (% of total clicks for that query) and conversion share (% of total conversions).
This is the only place inside Amazon's first-party data where you can see who is winning a query you don't yet rank for. It is the input to:
- Keyword expansion: any term where your competitors hold >40% click share is a target for harvest.
- Competitive benchmarking: tracking your own click share trend on your top 50 terms is a leading indicator of organic-rank movement.
- Product-development triage: queries where the top 3 ASINs share <20% click share collectively indicate fragmented demand — a launch opportunity.
Coverage limits
- Brand-registered only. Not available to resellers or unregistered sellers.
- Weekly granularity. Daily query data lives in SQP and Amazon Marketing Stream, not ABA.
- US/EU primary, smaller marketplaces patchy. DACH coverage is excellent; emerging marketplaces lag.
- Top 3 ASINs only. ABA does not show the long tail of competitors on a query — only the leaders.
Cadence
- Weekly: pull Top Search Terms for your top 50 keywords; track click-share drift.
- Monthly: Market Basket and Item Comparison; refresh your bundle / virtual bundle candidates and competitor substitution map.
- Quarterly: Demographics and Repeat Purchase for category strategy and CRM segmentation.
Common mistakes
- Treating ABA as a one-off pull. Click-share is a moving number; trend matters more than snapshot.
- Comparing your STR keywords to ABA keywords. STR is what your ads won; ABA is the whole market. The delta is the opportunity.
- Ignoring Item Comparison. This report names your real competitors — usually different from the ones in your marketing deck.
- Using ABA without brand registration. No brand registry, no ABA. Resolve registration first; everything else is downstream of it.