How to Use Amazon Brand Analytics to Improve PPC Campaigns

TL;DR

• Use Search Term Reports to find high-converting keywords and eliminate wasteful spending.

• Leverage Market Basket Analysis to create bundles and increase average order value.

• Track Repeat Purchase Behavior to identify subscription-worthy products and boost retention.

• Analyze Placement Reports to adjust bids and maximize ad visibility where it converts best.

• Use Brand Analytics to understand competitor trends and refine your ad targeting strategy.

• Combine ABA insights with PPC reports for a full-picture approach to campaign optimization.

Running Amazon PPC without checking your analytics is like driving blindfolded—you have no idea what’s working, what’s wasting money, or where to focus. Data is your biggest advantage, and Amazon provides powerful analytics tools to help you optimize every part of your campaigns.

But here’s the catch: raw data alone won’t improve your PPC. You need to know which metrics matter, how to interpret them, and how to turn insights into action. That’s exactly what this guide covers.

We’ll break down how to use Amazon Analytics—including key reports, performance metrics, and real strategies—to help you refine your targeting, cut wasted ad spend, and scale profitable campaigns. 

Quick guide

• What is Amazon Brand Analytics?

• Who can access Amazon Brand Analytics?

• What reports are available in Amazon Brand Analytics?

• What are the limitations of Amazon Brand Analytics?

• Best practices for using Amazon Brand Analytics effectively

What is Amazon Brand Analytics?

Amazon Brand Analytics (ABA) is a powerful data tool available to brand-registered sellers on Amazon. It provides valuable insights about customer behavior, search trends, and competitor comparisons, helping sellers make better decisions about their products, marketing, and pricing strategies.

Think of it as a dashboard full of useful Amazon data that shows you:

• What customers search for before buying.

• What products do they compare before deciding?

• What other items do they buy along with yours?

• How often do they repeat purchase certain products?

• Information about your customers, like age, income, and shopping habits.

This data helps sellers and Amazon ads management services

• Optimize their product listings and keywords

• Improve their advertising campaigns

• Create better bundles and cross-selling opportunities

• Understand their target audience more deeply

• Keep track of competitor products

Without ABA, sellers have to guess what works. But with this tool, they can use real data to make smart, profitable decisions.

Who can access Amazon Brand Analytics?

Amazon Brand Analytics (ABA) is not available to every seller—only those who meet specific criteria. Here’s what you need to qualify:

1. You must be enrolled in Amazon Brand Registry

ABA is only available to sellers who have successfully registered their brand through Amazon’s brand registry program. This means:

• You own the brand and are not just reselling someone else’s products.

• You have a registered trademark in your country.

• You have applied and been approved for the brand registry.

If your brand is not enrolled yet, you won’t have access to ABA or its reports.

2. You must be the brand owner or an authorized user

Even if a company is brand-registered, not every team member automatically gets access. The account must be either:

• The official brand owner

• A user with permission granted by the brand owner

Brand owners can give access to employees or third-party managers by adjusting user permissions in Seller Central.

3. You need a professional seller account

ABA is not available for individual seller accounts (the free selling plan). You must be on Amazon’s professional selling plan, which comes with a monthly fee but provides access to advanced tools like ABA.

4. Access varies by Amazon marketplace

If your brand is registered in Amazon US, you will only see ABA data for Amazon.com. If you sell in multiple countries, you’ll need to register your brand separately in each Amazon marketplace to access ABA data there.

How to check if you have access

• Log in to Seller Central.

• Go to the reports tab.

• Click on brand analytics.

• If you see the reports, you have access.

• If you don’t see the option, your brand may not be registered yet, or your account might not have the right permissions.

• If you’re not eligible, the only way to gain access is to enroll in the brand registry and ensure you have a professional selling account.

• Or, you can contact your Amazon advertising PPC specialist for guidance on accessing and using Brand Analytics effectively.

What reports are available in Amazon Brand Analytics?

1. Amazon search terms report

What it does: This report shows what customers are searching for on Amazon and which products they end up buying.

How it helps:

• Identify high-traffic keywords to improve your product listings.

• See where your product ranks compared to competitors.

• Find new keyword opportunities for advertising and SEO.

Example: If you sell resistance bands and see that "yoga stretch bands" is a top search term, you can add that keyword to your listing to attract more buyers.

2. Market basket analysis report

What it does: This report shows what other products customers frequently buy along with yours.

How it helps:

• Find cross-selling opportunities by bundling related products.

• Discover partnership ideas with complementary brands.

• Adjust pricing or promotions to encourage bigger orders.

Example: If customers buying your protein powder also buy a specific type of shaker bottle, you might want to offer a discount on both items together or create a product bundle.

3. Repeat the purchase behavior report

What it does: This report tells you how often customers reorder your product and what percentage of buyers are repeat customers.

How it helps:

• Identify which products have strong customer loyalty.

• Decide which items to offer as subscriptions (Subscribe & Save).

• Optimize your marketing to encourage more reorders.

Example: If your probiotic supplement has a high repeat purchase rate, you can offer a discount for subscription orders to lock in loyal customers.

4. Item comparison and alternate purchase report

What it does: This report shows which products customers compare with yours and what they buy instead if they don’t choose your product.

How it helps:

• Understand your real competition on Amazon.

• Improve your product positioning and pricing.

• Adjust your advertising strategy to target competitor listings.

Example: If your wireless earbuds are often compared with a competitor’s model that has better reviews, you may need to improve your product features or highlight your advantages more clearly.

5. Demographics report

What it does: This report provides insights into your customers' age, gender, household income, education level, and marital status.

How it helps:

• Refine your advertising and targeting strategy.

• Create marketing messages that resonate with your audience.

• Identify new market opportunities based on customer demographics.

Example: If most of your customers are young professionals, you can adjust your ad messaging to highlight convenience and efficiency instead of affordability.

What are the limitations of Amazon Brand Analytics?

Amazon Brand Analytics (ABA) is a powerful tool, but it has some limitations that sellers should be aware of. While the data is useful, it’s not perfect, and sellers may need to use additional tools to get a complete picture of their business.

1. It only shows data for your brand

ABA only provides insights related to your own brand’s performance. You can see what customers are searching for and buying, but you can’t access competitor sales data directly. If you’re trying to analyze market trends or competitors' performance, you will need third-party tools like Helium 10 or Jungle Scout. ABA tells you what other products customers compare with yours, but it won’t show their exact sales numbers.

2. Data is aggregated, not real-time

ABA updates its data with a delay—it’s not live. Reports are based on historical data, usually updated weekly or monthly. If you’re running a new product launch or flash sale, ABA won’t show immediate results. You may need to combine ABA insights with real-time advertising reports from Amazon Ads to adjust your marketing strategy quickly.

3. It does not track external traffic

ABA only tracks data from within Amazon—it does not include traffic from Google, social media, or your website. You won’t know if customers first discovered your brand through Facebook ads, influencer marketing, or Google searches. If you drive external traffic to Amazon (e.g., using social media ads), ABA won’t show how well that traffic converts. To track external traffic, you’ll need Amazon Attribution or third-party analytics tools.

4. Limited customer behavior insights

ABA tells you what customers searched for and what they bought, but not why they made their decision. It doesn’t provide insights into cart abandonment, product page engagement, or negative feedback reasons. If a customer clicks on your product but doesn’t buy, ABA won’t explain why. To understand this, you may need Amazon customer reviews, surveys, or A/B testing on product listings.

5. No insights into ad performance

ABA does not track Amazon PPC ad performance—it only focuses on organic customer behavior. If you want to measure the success of your advertising campaigns, you need to use Amazon Advertising Console or third-party PPC tools. If you optimize your product listings using ABA data but your ads aren’t converting, you won’t know if it’s due to poor targeting or ineffective ad creatives. ABA helps with keyword research, but Amazon PPC reports are still needed for tracking ad performance.

6. Only available for brand-registered sellers

ABA is not available to sellers who are not enrolled in the Amazon Brand Registry. Resellers or non-brand owners can’t access these reports. If you’re a private label seller who hasn’t registered your brand yet, you’re missing out on key data. Getting brand registry approval should be a priority if you want to use ABA.

Best practices for using Amazon Brand Analytics effectively

1. Check reports regularly and adapt your strategy

Trends change fast on Amazon, and checking ABA just once in a while won’t help you stay ahead.

Best practice:

• Review the Amazon search terms report weekly to spot new trending keywords.

• Track the item comparison and alternate purchase report to see if new competitors are affecting your sales.

• Use the repeat purchase behavior report to decide if you should push a product for Subscribe & Save.

• Example: If you notice a keyword gaining popularity, update your product title and backend search terms before competitors do.

2. Optimize your product listings using real search data

The Amazon search terms report reveals which keywords customers use, helping you refine your listings.

Best practice:

• Identify high-ranking search terms and add them to your title, bullet points, and backend keywords.

• Use mid- and long-tail keywords (not just generic terms) to improve ranking for specific searches.

• Test different keyword placements and monitor their impact on sales.

• Example: If ABA shows that "durable yoga mat for beginners" is a highly searched term, updating your listing to include it can increase visibility.

3. Use market basket analysis for product bundling

The market basket analysis report shows what other items customers buy with your product.

Best practice:

• Create Amazon virtual bundles based on what customers frequently buy together.

• Run targeted discounts on related products to increase average order value.

• Use sponsored product ads to advertise alongside complementary products.

• Example: If your kitchen knife set is often bought with a cutting board, consider bundling them together at a discount to boost conversions.

4. Use alternate purchase data to beat competitors

The item comparison and alternate purchase report shows which products customers are considering instead of yours.

Best practice:

• Identify competitor products that are taking your sales and analyze their pricing, reviews, and product features.

• Improve your product offering based on what customers prefer (better images, enhanced descriptions, more competitive pricing).

• Target competitor ASINs with Amazon PPC ads to win back lost sales.

• Example: If customers frequently compare your insulated water bottle with another brand, study its product page and reviews to see what makes it more attractive—then improve your listing accordingly.

5. Leverage customer demographics for better targeting

The demographics report tells you who your customers are (age, gender, income, etc.), helping you adjust your marketing.

Best practice:

• Refine your Amazon ads targeting to match your audience’s behavior.

• Adjust product messaging based on the primary age group or interests of your buyers.

• Use demographic data to create personalized email marketing campaigns.

• Example: If most of your customers are women aged 25-40, your ad creatives and product descriptions should focus on lifestyle benefits that appeal to them.

6. Identify opportunities for Subscribe & Save

The repeat purchase behavior report shows how often customers reorder your products.

Best practice:

• If a product has a high reorder rate, enroll it in Subscribe & Save to encourage long-term customer retention.

• Offer discounts for repeat purchases to increase lifetime value.

• Promote high-repeat products more aggressively through Amazon ads.

• Example: If your probiotic supplement has a 30% repeat purchase rate, adding it to Subscribe & Save with a 5% discount can encourage even more reorders.

7. Combine ABA insights with other Amazon tools

ABA alone won’t give you a full picture of your business performance.

Best practice:

• Use Amazon PPC reports to track ad performance alongside ABA search term data.

• Combine ABA’s competitor insights with Helium 10 or Jungle Scout for deeper market research.

• Monitor your Amazon Brand Store analytics to see how customer behavior aligns with ABA data.

• Example: If ABA shows that a new competitor is gaining traction, checking Helium 10 can help you estimate their sales trends and ad spend strategy.

Final thoughts

Amazon Brand Analytics gives sellers free access to valuable data, but let’s be real—data without action is useless. You might know which search terms are popular, what customers buy alongside your product, or which competitors are stealing your sales. But if you’re not actively adjusting your listings, testing ad strategies, and tweaking your pricing, then what’s the point? That’s why many sellers turn to Amazon consultants—to take the guesswork out of strategy and put ABA insights to work for better sales and visibility.