Amazon Brand Analytics (ABA) is a free suite of reporting dashboards inside Seller Central and Vendor Central. It gives brand-registered sellers first-party data on search behavior, purchase patterns, and customer demographics.
Not every ABA report earns the same return on attention. Some answer urgent, high-frequency questions. Others surface insights that are useful only once a quarter.
This guide ranks the three highest-impact reports and shows how the AmpliSell team applies them across client accounts.
For a full orientation to the platform, see The Definitive Guide to Amazon Brand Analytics.
Amazon Brand Analytics (ABA)
The collective name for Amazon's first-party reporting dashboards, available at no cost to sellers and vendors enrolled in Brand Registry. Reports cover search, purchase behavior, and audience data.
Search Query Performance (SQP)
An ABA dashboard that shows how a brand or specific ASIN performs across the top 1,000 most relevant search queries, covering impressions, clicks, cart adds, and purchases in a single funnel view.
Search frequency rank
A numerical rank showing how often a query is searched relative to all other queries on Amazon during the selected period. Rank 1 is the most-searched query in that timeframe.
Click share and purchase share
The percentage of total clicks (or purchases) a brand or ASIN captured out of all clicks (or purchases) generated by a given search query. These metrics reveal competitive position within the search funnel.
Market basket
The set of products a customer purchases in a single transaction. Amazon's Market Basket Analysis report surfaces the top three ASINs most commonly bought alongside each of a brand's products.
Repeat purchase
In Amazon's definition, any second order placed by the same customer for the same brand within 90 days of the first order. Orders outside that window reset to first-time status.
ABA reports
Shorthand for the individual dashboards within Amazon Brand Analytics, including Search Query Performance, Search Terms, Market Basket Analysis, Repeat Purchase Behavior, Item Comparison, and Demographics.
As of 2026, Amazon Brand Analytics includes six primary reports. These are: Search Query Performance, Top Search Terms, Market Basket Analysis, Repeat Purchase Behavior, Item Comparison and Alternate Purchase, and Demographics. Each answers a different strategic question.
Access requires a Professional selling account and Brand Representative status on a brand enrolled in Amazon Brand Registry. Brand Registry itself requires a pending or registered trademark with a recognized IP office: USPTO, EUIPO, or UKIPO are the most common.
Across AmpliSell's book of business, brands that build a structured cadence around ABA reports consistently outperform those that check data reactively. The cadence that works: Search Query Performance weekly, Repeat Purchase monthly, and Market Basket quarterly.
Report
What it answers
Best decision it informs
Update cadence
Access requirement
Search Query Performance
How the brand performs across 1,000 top queries at each funnel stage
SEO keyword prioritization, ad targeting, listing copy
Weekly (data available ~72 hrs after period closes)
Brand Registry, Brand Representative role
Repeat Purchase Behavior
What share of orders and revenue comes from returning customers
Subscribe & Save eligibility, retention campaigns, reorder messaging
Monthly
Brand Registry, Brand Representative role
Market Basket Analysis
Which ASINs customers buy in the same transaction as each brand product
Bundle creation, virtual bundles, cross-sell ad targeting
Weekly/Monthly (varies by view)
Brand Registry, Brand Representative role
Item Comparison & Alternate Purchase
Which competing ASINs shoppers view or buy instead of a brand product
Competitive positioning, pricing, main image testing
Weekly
Brand Registry, Brand Representative role
Demographics
Age, income, gender, education, and marital status of buyers
Creative direction, DSP audience targeting, off-Amazon media
Monthly
Brand Registry; requires 100+ unique customers in period
Top Search Terms
Most popular marketplace queries by search frequency rank
Category-level demand research, seasonal planning
Daily, weekly, monthly, quarterly
Brand Registry, Brand Representative role
The three reports below were selected on three criteria: decision frequency, breadth of application, and first-party exclusivity. All three clear a high bar on each criterion.
The honorable mentions at the end cover reports that are genuinely useful but narrower in scope.
Search Query Performance is the highest-impact Amazon Brand Analytics report. It maps the full search-to-purchase funnel for the top 1,000 queries most relevant to a brand. Metrics include impression share, click share, cart-add share, and purchase share against the entire marketplace.
The Search Query Performance dashboard offers two views: a Brand View and an ASIN View. For each query, brands see total market search volume and their share of impressions, clicks, cart adds, and purchases.
The funnel structure is the key differentiator. A brand can hold a 12% impression share on a query but only a 3% click share. That gap signals a listing presentation problem: the product appears in results but doesn't earn the click.
Data covers weekly, monthly, or quarterly periods. Weekly data posts roughly 72 hours after each Sunday-to-Saturday period closes, making it the most current dataset in Brand Analytics.
In our work with brands across categories, Search Query Performance is the first report opened in every weekly review. The team flags queries with strong impression share but weak click share. Those terms route to the content team for title and image testing.
We also cross-reference ASIN-level purchase share against Sponsored Products spend. When organic purchase share is low on a high-volume query, ad spend rarely pays back. Budget is shifted to better-converting terms.
This practice was central to the Condition 1 (outdoor/tactical) engagement. Targeted keyword reallocation contributed to a 152% revenue increase in six months.
Filter for queries where the brand's impression share exceeds 10% but click share is below 5%. That gap is a concrete, data-backed brief for a main image or title test, with no guesswork required.
Start with the Brand View sorted by search query score. Amazon calculates this score to surface the queries most important to the brand relative to the market. Scan for sharp funnel drops between stages.
A large impressions-to-clicks drop is a presentation signal. A large clicks-to-purchases drop is a product-offer or pricing signal.
Switch to the ASIN View for individual products ahead of a listing optimization or advertising campaign build. The ASIN View isolates performance to one SKU, which prevents strong catalog products from masking weak ones.
For deeper tactical plays on this report, see 9 Best Amazon Search Query Performance Plays for Listing SEO.
Repeat Purchase Behavior shows what share of orders and revenue come from returning customers, using a 90-day window. It's the clearest retention signal available natively in Seller Central, at both brand and ASIN level.
The Repeat Purchase Behavior report tracks orders, repeat ordered units, repeat sales, and repeat customer count. Amazon defines a repeat purchase as any order placed within 90 days of a prior order by the same customer. A second order outside that window counts as first-time.
The report updates monthly and supports weekly and quarterly views. At the ASIN level, it surfaces which specific products drive the most repeat activity, separating high-loyalty SKUs from single-purchase items.
Across our client portfolio, Repeat Purchase Behavior is the primary diagnostic for Subscribe and Save eligibility decisions. When an ASIN shows a repeat customer share above 20%, the AmpliSell team activates or promotes Subscribe and Save on that product. Sponsored Display retargeting toward past purchasers follows immediately.
We also use it to segment the catalog. High-repeat ASINs get retention-focused ad spend; low-repeat ASINs need conversion-rate work before budgets scale. This discipline shaped the early Maelove (skincare) strategy, which reached $3.6 million on Amazon in 11 months.
Amazon's Repeat Purchase Behavior report defines a 90-day repeat window. Any second order outside that window resets to first-time status. Teams that ignore this definition tend to overestimate customer loyalty by looking at annual cohorts instead of the metric Amazon actually tracks.
Begin at the brand level to establish a baseline repeat customer share. Then drill into the ASIN view. The gap between top and bottom performers reveals which products are genuinely consumable versus which are one-time purchases regardless of quality.
Compare repeat customer share across quarterly periods to track whether retention is improving. A rising repeat rate is a healthy sign that marketing investments are compounding. A falling repeat rate signals a product quality, packaging, or competitive issue that warrants attention before ad budgets are increased.
Market Basket Analysis surfaces the top three ASINs most frequently co-purchased with each brand product. It reveals cross-sell pairs and bundle opportunities that actual customer behavior confirms, not just category logic.
The Market Basket Analysis dashboard shows, for each brand ASIN, the top three ASINs customers bought in the same order. Each pairing includes the ASIN, product title, and co-purchase frequency. The data covers all products in the session, including items from competing brands.
That cross-brand scope is the key differentiator. Co-purchased ASINs are not limited to the brand's own catalog. When a competitor's product appears consistently in basket data, that's both an ad targeting and bundling signal.
In our testing, Market Basket Analysis drives two repeatable plays. The first is virtual bundle creation: when two brand-owned ASINs co-purchase frequently, a bundle listing gets built and tested. The second is competitor conquesting: a competing ASIN in basket data gets added as a Sponsored Products target.
For Elgin USA, cross-sell targeting from Market Basket data was part of the early ad architecture. The brand reached $300,000 per month within three months of onboarding, with average order value growing alongside unit sales.
A brand selling a water filtration pitcher finds that replacement filter cartridges appear in the basket data at a high co-purchase rate. If the brand also sells those cartridges, that pair becomes the first virtual bundle to test. If a competitor sells the cartridges, that competitor's ASIN becomes a direct Sponsored Products target.
Review each brand ASIN's top three co-purchased products and categorize the pairings. Own-brand pairs are virtual bundle candidates; competitor pairs are ASIN ad-targeting candidates. Pairs in unserved categories flag product expansion possibilities.
Run a fresh pull quarterly. Consumer behavior shifts seasonally, and basket compositions for summer products differ from holiday purchasing patterns.
Item Comparison shows the top three ASINs that customers who viewed a brand product also viewed on the same day. Alternate Purchase shows the top three ASINs those customers ultimately bought instead of the brand product. Together, these two reports provide a direct view of the competitive consideration set for each SKU.
The reports are most useful when a product's conversion rate drops unexpectedly. Checking whether new competitors have entered the comparison set is a fast first diagnostic step. The limit is the same as Market Basket: only three ASINs per product, and no volume context beyond a percentage figure.
The Demographics report breaks down buyers by age, household income, gender, education, and marital status. It requires at least 100 unique customers in the reporting period to display data. The report updates monthly.
It's most useful for creative briefing, DSP audience setup, and off-Amazon media planning. For brands considering TikTok Shop expansion, it helps confirm whether Amazon and TikTok audiences overlap. For more on Amazon measurement tools, see AMC vs Brand Analytics: Which Reports Tell What?
The Top Search Terms report shows the most popular marketplace queries by search frequency rank. For each term, it lists the top three clicked ASINs with their click and conversion share. It covers the entire marketplace, not just queries relevant to a specific brand.
It's most useful for category-level demand research and gap identification. The report is available at daily, weekly, monthly, and quarterly intervals.
The three reports don't operate in isolation. Search Query Performance identifies keywords driving funnel activity; Repeat Purchase Behavior shows whether that activity converts to retained customers. Market Basket Analysis reveals adjacent demand around each product.
AmpliSell's brand analysts integrate these reports directly into the account review cycle. For teams managing this independently, the cadence matters as much as the analysis. Reviewing SQP weekly without an action workflow attached produces no results.
To see how AmpliSell manages this at scale, visit AmpliSell's full-service Amazon management.
For a side-by-side comparison of Brand Analytics with Amazon Marketing Cloud, see AMC vs Brand Analytics: Which Reports Tell What?. For agencies that provide hands-on ABA support, see 7 Best Amazon Agencies in 2026: A Buyer's Guide.
Amazon Brand Analytics (ABA) is a suite of free reporting dashboards inside Seller Central and Vendor Central. It gives brand-registered sellers first-party data on search behavior, purchase patterns, and customer demographics. Access requires a Professional selling account and Brand Representative status on a Brand Registry-enrolled brand, with no extra fees.
Search Query Performance data refreshes approximately 72 hours after the close of the reporting period. Weekly data covers Sunday through Saturday and is typically available by end of day Tuesday. Monthly and quarterly views follow the same three-day lag after the period closes.
Search frequency rank is the numerical position of a search query within Amazon's marketplace, ranked by search volume for the selected period. A rank of 1 means that query was searched more than any other query in the timeframe. Lower numbers (closer to 1) signal high consumer demand for that keyword.
Click share is the percentage of total clicks a brand or ASIN received out of all clicks on a given search query. If a query generated 10,000 clicks and a brand captured 500 of them, its click share is 5 percent. Click share measures listing discoverability and the effectiveness of titles, images, and ad placements for that query.
Amazon defines a repeat purchase as any order placed within 90 days of a prior order by the same customer. If the second order falls outside that window, Amazon counts it as first-time. The report updates monthly and shows repeat ordered units, repeat sales, and repeat customer share at both the brand and ASIN level.
Market Basket Analysis shows the top three ASINs most frequently purchased in the same transaction as each of the brand's products. The report reveals what complementary items customers already buy together, which informs bundle creation, cross-sell advertising, and virtual bundle listings. It covers all products purchased in the same session, not just products from the same brand.
Yes. Amazon Brand Analytics is available through Seller Central and Vendor Central for brands enrolled in Brand Registry. The core reports including Search Query Performance, Market Basket Analysis, and Repeat Purchase Behavior accessible in both environments.
