Amazon Brand Analytics is available to all Brand Registered sellers, yet fewer than 20% use it regularly. This is a mistake — it contains competitive intelligence that would cost thousands through third-party tools.
Search Query Performance
This report shows your conversion share versus competitors for any search term. If your product appears for “wireless earbuds” and your conversion share is 3% while the top brand holds 15%, you know exactly how much market share is available. Track this weekly to see if your advertising and listing optimization are moving the needle.
Top Search Terms
The Search Frequency Rank tells you which terms are trending up or down in your category. A term jumping from rank 500 to rank 200 in two weeks signals growing demand — get your campaigns on it before competitors notice.
Demographics
Understanding your buyer demographics (age, income, education, gender) directly informs your DSP audience strategy and Meta ad creative direction. If 65% of your buyers are women aged 25-34 with household income over $75K, your creative should reflect that.
Repeat Purchase Behavior
The repeat purchase report shows your subscription rate, repurchase frequency, and customer lifetime value. This data determines how much you can afford to spend on customer acquisition — a brand with 40% repeat rate can afford 2-3x higher initial CPA than one with 5%.