How do I find Brand Analytics in Seller Central?

Log in to Seller Central, hover over Brands in the main menu and select Brand Analytics. If you do not see it, check that your brand is enrolled in Brand Registry and that your user has the Brand Representative role.

What is Search Query Performance on Amazon?

Search Query Performance is a Brand Analytics dashboard that shows the search queries leading shoppers to your products. For each query it shows impressions, clicks, cart adds and purchases for the market and your brand's share, in Brand View or ASIN View.

Can I see competitor data in Brand Analytics?

Partly. Top Search Terms shows the top clicked brands and products for each search term, with click and conversion shares, and Search Query Performance compares your share with all brands combined. You do not see a competitor's exact sales or shopper-level data.

What is the difference between Brand Analytics and Helium 10?

Brand Analytics uses Amazon's own first-party data but only for registered brands and only in the views Amazon provides. Tools such as Helium 10 estimate data for any product and add research features. Many brands use both, treating Brand Analytics as the source of truth.

Amazon Brand Analytics: Every Dashboard Explained (2026)

Q: Is Amazon Brand Analytics free?

Yes. There is no separate charge for Brand Analytics. You need a Professional selling plan, which costs $39.99 per month plus selling fees, a brand enrolled in Brand Registry and the Brand Representative role for that brand.

What changed: Free first-party search and customer data for registered brands
When: Updated October 2026
Who it affects: Brand Representatives of brands in Brand Registry
What to do: Open Brands, then Brand Analytics, in Seller Central

Key takeaways

Brand Analytics is free for Brand Representatives of registered brands with a Professional plan.
Search Query Performance shows your share at each funnel stage for the queries that matter.
Use the data to fix listings, refine ad targeting and build retention offers.

Which dashboard answers what

	Main question	Best use
Search Query Performance	Where do I lose shoppers?	Listing and bid fixes
Top Search Terms	What do shoppers search?	Keyword research
Market Basket	What sells alongside mine?	Bundles and cross-sell
Repeat Purchase	Do buyers come back?	Retention planning
Customer Loyalty	Who is drifting away?	Tailored promotions

What is Amazon Brand Analytics?

Brand Analytics is Amazon's own reporting on shopper behavior, built from Amazon's search and purchase data. Third-party tools estimate search volume and competitor sales; Brand Analytics shows Amazon's numbers for your brand and, in some reports, for the whole marketplace. That makes it the most reliable starting point for keyword research and listing decisions.

There is no separate fee. You need a Professional selling plan, which costs $39.99 per month plus selling fees, and your brand must be enrolled in Amazon Brand Registry with you in the Brand Representative role.

Who can access Brand Analytics?

Amazon lists these requirements in its October 2026 guide. If the menu is missing, check your role in Brand Registry first, because a user without the Brand Representative role often cannot see the data.

Professional selling account
Brand enrolled in Brand Registry
Brand Representative role for that brand
An active registered trademark, or in some cases a pending one
For Demographics: US store only, with enough unique customers in the period

Search Analytics dashboards

Three dashboards sit under the Search Analytics menu. Together they show how shoppers find products and where your brand wins or loses in the funnel.

Search Query Performance: the queries that lead to your products, with impressions, clicks, cart adds and purchases, and your brand's share against all brands, in Brand View or ASIN View
Search Catalog Performance: impressions, clicks, click rate, median price, cart adds, purchases and conversion rate for your catalog
Top Search Terms: search frequency rank, top clicked brands and categories, the top three products per term, and their click and conversion shares

Customer Behavior Analytics dashboards

These dashboards show what happens after the first purchase, which is where profit is made for repeat-purchase products.

Repeat Purchase Behavior: repeat orders, repeat customers and the share of buyers who return
Demographics: aggregate age, income, education, gender and marital status, with about three years of history
Market Basket Analysis: the top products bought together with yours
Customer Loyalty Analytics: your audience split into Top Tier, Promising, At Risk and Hibernating segments

How to read Search Query Performance

Search Query Performance is the report most brands should open first. For each query you see the total market volume at every funnel stage and your share of it. Comparing shares tells you where the problem is.

High impression share, low click share: your main image, price or title is losing the click
Good click share, low cart add share: the detail page is not convincing shoppers
Good cart add share, low purchase share: price, delivery speed or a coupon on a competitor is winning
Low impression share on a converting query: you need more ranking or ad coverage

1Impressions
Low share: rank or bid
2Clicks
Low share: image, price, title
3Cart adds
Low share: detail page
4Purchases
Low share: price or delivery

Practical ways to use Brand Analytics

Data is only useful if it changes a decision. These are the uses that tend to pay back fastest.

Find high-volume terms missing from your title and bullets
Spot queries where competitors take most clicks, then study their listings
Add converting search terms to exact match Sponsored Products campaigns
Negate terms with clicks but no purchases
Build bundles and cross-sell ads from Market Basket data
Target lapsed and at-risk buyers with Brand Tailored Promotions

Brand Analytics and your marketing tools

Customer Loyalty Analytics and Repeat Purchase Behavior connect directly to retention tools. For example, an At Risk segment is a natural audience for Amazon Brand Tailored Promotions, which send discounts to chosen customer groups. Search data also feeds listing work: our Amazon listing optimization service uses Search Query Performance to decide which terms earn space in titles and bullets.

How often should you check Brand Analytics?

A simple rhythm works for most brands. Review Search Query Performance weekly for your top products, because shifts in click or purchase share show up there before they show in sales. Review Top Search Terms monthly for new keyword ideas and seasonal changes. Review Repeat Purchase, Market Basket and loyalty segments quarterly, when you plan promotions and bundles. If you also use third-party tools, our Helium 10 guide explains how to combine estimates with Amazon's own numbers.

Limits to keep in mind

Brand Analytics is powerful but not complete. Search Query Performance focuses on queries relevant to your brand, not every search on Amazon. Data is aggregated, so you never see individual shoppers. Some dashboards are only available in certain stores, and what you see can vary by marketplace and account. Use it alongside your advertising search term reports, not as a replacement.

How PPC Spider helps

PPC Spider pulls Brand Analytics data into SpiderOS next to ad and sales data, so keyword decisions are based on real share of search rather than estimates. Bids are set to a target ACoS calculated from product margin after fees. Learn more about Amazon PPC management or request a free Amazon audit to see which search terms you are missing.

Sources

Amazon: What is Amazon Brand Analytics? (sell.amazon.com/blog/brand-analytics)
Amazon: Amazon Brand Registry (sell.amazon.com/brand-registry)

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