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, item comparison, demographics and repeat purchase behaviour — always scoped to a brand's own view of the market.

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 category strategy for your own brand. 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 where your brand sits inside the wider category demand curve.

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 where your brand stands on a query you're already targeting. It is the input to:

Keyword expansion: any term where your own click share is low is a candidate for harvest into your own campaigns.
Category benchmarking: tracking your own click-share trend on your top 50 terms is a leading indicator of organic-rank movement for your listings.
Product-development triage: queries where the top 3 ASINs share <20% click share collectively indicate fragmented demand — a launch opportunity for your catalog.

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 understand the substitution set around your own catalog.
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 shows the substitution set around your own listings — usually different from the reference set in your marketing deck.
Using ABA without brand registration. No brand registry, no ABA. Resolve registration first; everything else is downstream of it.