Amazon Brand Analytics is a set of dashboards inside Seller Central that shows brand owners aggregated search and purchase data: which queries lead shoppers to their products, how their share of impressions and clicks compares to the rest of the store, what customers buy together, and how often they buy again. It is available to sellers on a Professional selling plan who are a Brand Representative for a brand enrolled in Amazon Brand Registry, per Amazon's description on sell.amazon.com.
Amazon's own page spells out three requirements: a Professional selling plan, enrollment of the brand in Amazon Brand Registry using an active registered trademark (a pending application qualifies in some cases), and the Brand Representative role for that brand. Once enrolled, the tool sits under Brands, then Brand Analytics, in the Seller Central main menu. Resellers of other people's brands do not get it.
Amazon's sell.amazon.com guide, updated October 2025, lists seven:
Brand Analytics is the only place Amazon shows you the query. Business Reports tell you sessions and conversion on a page; Brand Analytics tells you what the shopper typed before arriving, how many other brands they saw, and whether they clicked yours. For a brand owner deciding which keywords to put in a title or which products to bundle, it is the primary source.
It is also a demand and behavior tool with no cost column. It reports impressions, clicks, and purchases. It does not report referral fees, fulfillment fees, ad spend, refunds, or cost of goods, so it cannot tell you whether the purchases it counts were profitable.
Illustrative numbers. A brand sells a 32-ounce insulated bottle. In Search Query Performance, Brand View, for one month, the query "insulated water bottle 32 oz" shows:
Read the shares in sequence. Impression share is 7.0 percent, click share is 10.0 percent: the listing gets clicked more often than its visibility would predict, so the main image and title are doing their job. Click share is 10.0 and cart-add share is 10.0: shoppers who click stay at the same rate as the store average. Cart-add share is 10.0 and purchase share is 9.0: the brand loses a point between cart and checkout, which usually means price at checkout or delivery date against a competitor's.
Now the number the dashboard does not have. Those 1,296 purchases at $24.99 are $32,387 of ordered sales. Whether they earned anything depends on the referral fee, the FBA fee band, the ad spend that bought some of those clicks, the return rate, and the landed cost per unit. Those sit in the settlement and in the books. A brand with a 9 percent purchase share on a losing SKU has a bigger version of a problem, not a smaller one.
Search Query Performance answers "which queries send me shoppers and how well do I convert them." A question-driven analysis answers "which of those products are worth the traffic." ConnectBooks reconciles the Amazon settlement into QuickBooks or Xero at the transaction level and applies FIFO landed cost per unit, and the SKU-level profit reports show what the bottle earned after fees. Crunch, the analytics AI inside ConnectBooks, answers questions about that reconciled side: why a product's margin fell, which products were profitable last quarter and are not now, what pausing ads did. It does not read Brand Analytics, and it does not need to. Take the query and the share from Brand Analytics, take the margin from the books, and the decision to spend more against that query is made with both. The broader piece on Amazon seller analytics and AI walks the full set of reports.
Yes. Amazon's page states that access requires a Professional selling plan and the Brand Representative role for a brand enrolled in Amazon Brand Registry.
It shows aggregated shares of impressions, clicks, cart adds, and purchases against the store total, and Top Search Terms shows the three top-clicked products per term with their click and conversion shares. It does not show another brand's revenue or units.
Amazon states that data is available within about three days, quarter-end data within about a week, and that history goes back about three years.
No. It carries no fee, ad cost, refund, or COGS data. Profitability comes from the reconciled settlement and your landed cost.
Per Amazon, Demographics is US-only and shows ASINs with 100 or more unique customers in the selected range.
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