Amazon Brand Analytics (ABA) - Amazon Glossary

Amazon Brand Analytics (ABA) is a free suite of data dashboards inside Amazon Seller Central, available exclusively to sellers enrolled in Amazon Brand Registry. Unlike third-party tools that estimate search volume, ABA reports actual, aggregated shopper behavior recorded by Amazon itself. To unlock it, you need a professional selling account and an active registered trademark enrolled in Brand Registry.

Key Reports:

• Top Search Terms — ranks every search term on Amazon by popularity (Search Frequency Rank) and shows the click share and conversion share of the three most-clicked ASINs for each term. Available in daily, weekly, monthly, and quarterly views.

• Search Query Performance — the full search funnel for queries that lead shoppers to your brand: impressions, clicks, cart adds, and purchases, with your brand's share at every stage.

• Search Catalog Performance — the same funnel metrics broken down per ASIN across your catalog, so you can spot listings that earn impressions but fail to convert.

• Market Basket Analysis — the products customers most frequently purchase together with yours in the same order. Use it to plan bundles, virtual kits, and cross-sell ad targeting.

• Repeat Purchase Behavior — splits your orders and sales between new and returning customers, showing how much of your revenue comes from repeat buyers.

• Demographics — an aggregated breakdown of your customers by age, household income, education, gender, and marital status.

• Customer Loyalty Analytics — segments your customer base by engagement level (Top Tier, Promising, At Risk, Hibernating) and works together with Brand Tailored Promotions for targeted offers to each segment.

Note: the former Item Comparison and Alternate Purchase Behavior dashboard was retired by Amazon on June 30, 2022, and is no longer part of Brand Analytics.

Why It Matters

ABA is the only place sellers get verified, first-party search and purchase data instead of third-party estimates. Sellers use it to find high-converting keywords for listings and PPC, identify products worth bundling, measure customer retention, and refine ad targeting based on who actually buys.

Part of Brand Analytics data is also available programmatically through the Amazon Selling Partner API (SP-API). Applications with the Brand Analytics role can retrieve the Top Search Terms, Market Basket Analysis, Repeat Purchase Behavior, and Search Query Performance reports on behalf of an authorized brand owner. Demographics and Customer Loyalty Analytics remain available only in the Seller Central dashboard. API access means brands are no longer limited to manual downloads from Seller Central: authorized third-party analytics platforms can pull official Brand Analytics data directly and display it alongside their own metrics, and sellers can feed the same first-party data into their own workflows — BI dashboards, automated reporting, keyword tracking, and inventory or PPC decision pipelines.