Amazon Brand Analytics review
Free Amazon dashboards for eligible brands, focused on analytics rather than optimization.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Amazon Brand Analytics is a set of cloud dashboards in Seller Central for brands that want aggregate information about customer searches, purchases, and brand performance. Its intended audience is sellers with a Professional selling account and Brand Representative status for a brand enrolled in Amazon Brand Registry. The reports can help eligible brands examine keyword activity, customer engagement, and purchasing patterns. It is an analytics source, not a listing optimization or organic rank-tracking tool, so sellers looking to directly manage listings or monitor search positions will need a different type of product.
Its reporting breadth is the main draw. Search Query Performance includes keyword-level metrics, while Top Search Terms includes search frequency rank and top-clicked products. Search Catalog Performance covers impressions, clicks, cart adds, and purchases. Other dashboards cover repeat purchase behavior, customer demographics, products purchased together through Market Basket Analysis, and audience segments through Customer Loyalty Analytics. This mix connects query activity with later customer and purchase signals; it is more than a keyword discovery view, but its focus remains Amazon’s aggregate brand and customer data.
Access is tied to seller and brand eligibility, rather than a separate Brand Analytics plan. Amazon’s Professional selling plan costs $39.99 per month plus selling fees; that is the selling plan cost, not a stated standalone price for Brand Analytics. Small, mid-market, and enterprise sellers are listed as company-size fits, but the access requirements still apply. Choose it if an eligible brand wants Amazon-specific query and customer behavior reporting without a separately priced analytics tool. Look elsewhere if the priority is listing optimization, organic rank tracking, or reverse ASIN research.
Amazon Brand Analytics pros and cons
- Where it wins
- Search Query Performance provides keyword-level metrics.
- Reports cover clicks, purchases, repeat buying, and customer behavior.
- Market Basket Analysis and loyalty segments add purchasing context.
- Where it doesn't
- Access requires a Professional selling account and eligible Brand Registry status.
- It does not provide listing optimization.
- It does not provide organic rank tracking or reverse ASIN research.
Amazon Brand Analytics fact sheet, pricing and score →
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