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Amazon Brand Analytics: Search, Basket, Repeat Purchase

Last updated -

May 11, 2026

Article Summary

✅ Amazon Brand Analytics gives eligible brand owners aggregate data on search behavior, customer behavior, repeat purchases, market basket patterns, demographics, and product discovery.

✅ Search Query Performance and Search Catalog Performance are strongest when ASIN, query, impression, click, cart add, and purchase data can be compared against sales, ads, and inventory.

✅ Gorilla ROI does not pull Brand Analytics data, but it keeps the Amazon sales, order, inventory, advertising, and fee data in Google Sheets that Brand Analytics exports need to be compared against.

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‍Amazon Brand Analytics (ABA) helps brand owners see customer behavior that standard order reports cannot show.

Search Query Performance can show what shoppers typed before they found a product. Market Basket Analysis can show which products were bought together. Repeat Purchase Behavior can show whether a product has loyalty demand.

That data is valuable, but it does not answer the next question by itself. A query with strong purchase share still needs inventory. A basket pair still needs margin. A repeat purchase signal still needs reorder timing.

Amazon says Brand Analytics includes customer loyalty, search, consumer behavior, Search Catalog Performance, Repeat Purchase Behavior, Search Query Performance, Demographics, Top Search Terms, and Market Basket Analysis. Access requires a Professional selling account and Brand Representative status for a brand enrolled in Brand Registry.

Brand Analytics is currently only available to Brand Registered Sellers. You access it by going to Seller Central > Reports > Brand Analytics.

How Brand Analytics can be structured

Amazon Brand Analytics reports should land in separate tabs because each report answers a different question.

| Business Question | Brand Analytics View | Sheet Tab | |---|---|---| | Which search queries lead shoppers to my products? | Search Query Performance | BA_SEARCH_QUERY | | How does each ASIN perform across the search funnel? | Search Catalog Performance | BA_SEARCH_CATALOG | | Which terms are rising in my category? | Top Search Terms | BA_TOP_TERMS | | Which products are bought with mine? | Market Basket Analysis | BA_MARKET_BASKET | | Which products earn repeat buyers? | Repeat Purchase Behavior | BA_REPEAT_PURCHASE | | Who is buying from this brand? | Demographics | BA_DEMOGRAPHICS | | Which loyalty segments deserve follow-up? | Customer Loyalty Analytics | BA_CUSTOMER_LOYALTY |

Do not combine those reports into one raw tab. Search Query Performance, Market Basket, Repeat Purchase, and Demographics use different structures. Mixing them forces formulas to solve a problem the workbook should avoid.

Start with one raw tab per report. Then build review tabs on top.

Brands analytics search term Gorilla ROI

Search Query Performance needs query-level rows, not a keyword list

Search Query Performance is strongest when it is treated as a search funnel by query and ASIN.

Amazon’s SP-API documentation says the Search Query Performance report provides query performance such as impressions, clicks, cart adds, and purchases for a given ASIN and specified date range. The report is available by WEEK, MONTH, and QUARTER, and requests cannot span multiple reporting periods. Source: Amazon Analytics Reports Docs

| Field | What It Shows | Sheet Use | |---|---|---| | searchQuery | The search term shoppers used | Identifies the query tied to the funnel row. | | searchQueryScore | Amazon’s score for the query | Helps prioritize query review when available. | | searchQueryVolume | Total query volume | Shows category-level demand for the search term. | | asin | Product tied to the row | Connects SQP to inventory, orders, ads, and listing data. | | totalQueryImpressionCount | Total impressions for the query | Shows total market visibility for that query. | | asinImpressionCount | Impressions for your ASIN | Shows how much visibility your product received. | | asinImpressionShare | Your ASIN’s share of query impressions | Shows whether the product is earning visibility. | | asinClickCount | Clicks on your ASIN | Shows shopper selection after search exposure. | | asinClickShare | Your ASIN’s share of clicks | Shows whether the product wins attention from the search result. | | asinCartAddCount | Cart adds for your ASIN | Shows consideration before purchase. | | asinPurchaseCount | Purchases for your ASIN | Shows purchase outcome for the query. | | asinPurchaseShare | Your ASIN’s share of purchases | Shows whether search visibility turns into buying behavior. |

This table is where the report becomes useful. Impressions show visibility. Clicks show selection. Cart adds show intent. Purchases show the result.

For paid search performance, keep that separate and use the Amazon advertising metrics article.

Search Catalog Performance turns search behavior into an ASIN review

Search Catalog Performance helps the team review search engagement at the product level.

Amazon added Search Catalog Performance and Search Query Performance report types to the Reports API in 2025. Amazon describes Search Catalog Performance as search engagement metrics such as impressions, clicks, cart adds, and purchases for a specified date range.

| Product Question | Fields Needed | Sheet View | |---|---|---| | Which ASIN gets visibility but weak clicks? | ASIN, impressions, clicks | BA_ASIN_CLICK_REVIEW | | Which ASIN gets clicks but weak cart adds? | ASIN, clicks, cart adds | BA_CART_ADD_REVIEW | | Which ASIN gets cart adds but weak purchases? | ASIN, cart adds, purchases | BA_PURCHASE_REVIEW | | Which ASIN needs a sales check? | ASIN, purchases, total sales | BA_TO_SALES_REVIEW |

Search Catalog Performance tells you where the product loses the shopper inside Amazon search. The sales tab tells you whether that search behavior is large enough to change a business decision.

For a daily sales view, connect this data to the Amazon sales tracker in Google Sheets.

Market Basket and Repeat Purchase data should be checked before acting

Market Basket and Repeat Purchase reports can point to bundle, cross-sell, replenishment, and loyalty opportunities.

Amazon’s Analytics Reports documentation says the Market Basket Analysis report contains items commonly purchased in combination with items in the customer’s basket at checkout. It also says the Repeat Purchase report contains repeated purchase data for the selling partner’s items.

| Report | Fields to Keep | Decision It Supports | |---|---|---| | Market Basket Analysis | asin, purchasedWithAsin, purchasedWithRank, combinationPct | Bundle review, product pairing, cross-sell checks. | | Repeat Purchase Behavior | asin, orders, uniqueCustomers, repeatCustomersPctTotal, repeatPurchaseRevenue | Loyalty demand, reorder timing, replenishment review. | | Repeat Purchase Behavior | repeatPurchaseRevenuePctTotal, startDate, endDate | Repeat revenue trend by period. |

A product bought with yours is a clue, repeat revenue is a clue. The decision still needs COGS, fees, stock, and sales velocity though.

Market Basket should connect to margin. Repeat Purchase should connect to inventory coverage.

Brand Analytics gets misread when the operating data is missing

Brand Analytics creates bad decisions when the report is reviewed away from sales, stock, ads, and margin.

| Root Cause | What Happens | Business Cost | |---|---|---| | Search share is reviewed without inventory | A product shows strong SQP visibility, and the team pushes more traffic before checking stock. | The SKU can stock out faster instead of building durable search position. | | Basket data is reviewed without margin | A product pair looks like a bundle opportunity, but COGS, fees, and discounting are checked later. | The bundle can sell while profit stays too thin to justify the promotion. | | Repeat purchase data is reviewed without reorder timing | Loyalty demand is visible, but supplier lead time and inventory coverage are not reviewed. | The brand can run short on the product customers came back to buy. |

I do not want Brand Analytics sitting in a separate file that gets opened only when someone remembers it.

The search, basket, and repeat purchase tabs should connect to the same workbook where the team reviews sales, ads, stock, fees, and product cost.

Recent SP-API changes make the workbook structure more important

Brand Analytics is becoming more useful as structured reporting improves through SP-API.

Amazon added Search Query Performance and Search Catalog Performance report types to the Reports API in 2025. Amazon later updated the Search Query Performance report so it can query a space-separated list of ASINs, with a 200-character limit.

That change matters because teams can review more than one ASIN in a repeatable structure. Once multiple ASINs can be pulled and compared over time, naming, tab structure, and join keys matter more.

Older references may still mention Item Comparison and Alternate Purchase Behavior. Amazon announced that screen would no longer be available from June 30, 2022. I would not build a current Brand Analytics workflow around it.

Seller Central, exports, and Sheets answer different questions

Brand Analytics can be reviewed inside Seller Central, exported for analysis, or structured in Google Sheets beside other Amazon data.

| Review Location | Best Use | Weak Spot | |---|---|---| | Seller Central Brand Analytics screen | Quick review of Amazon’s built-in views | Hard to compare against sales, ads, inventory, fees, and COGS. | | Exported Brand Analytics file | One-time analysis or category review | The file becomes static and has to be rebuilt for the next review. | | Google Sheets workbook | Repeat review beside SKU sales, ads, inventory, and margin | The team still needs clean raw tabs and review tabs. |

Gorilla ROI is the wrong fit if your team checks Brand Analytics once per quarter and does not use Google Sheets for weekly decisions. A manual export is enough for that review pattern.

Gorilla ROI is useful around Brand Analytics, not as the Brand Analytics source. Brand Analytics data still comes from Seller Central exports or eligible Amazon API access. Gorilla ROI keeps the surrounding Amazon sales, order, inventory, advertising, and fee data current in Google Sheets, so those Brand Analytics exports can be judged against the business numbers.

For the full Seller Central data map, use the Amazon seller data to Google Sheets hub.

Brand Analytics needs the same set up

Brand Analytics data becomes useful when ASIN connects shopper behavior to product performance.

| Sheet Join | Fields Needed | Decision It Supports | |---|---|---| | Search to sales | ASIN, searchQuery, asinPurchaseCount, total sales | Whether search behavior is showing up in revenue. | | Search to ads | searchQuery, ASIN, purchases, ad spend, ACOS | Whether paid and organic search point to the same products. | | Basket to margin | ASIN, purchasedWithAsin, combinationPct, COGS | Whether a bundle or cross-sell is worth testing. | | Repeat purchase to inventory | ASIN, repeatPurchaseRevenue, orders, available inventory | Whether reorder planning should account for loyalty demand. |

Brand Analytics should connect to the same product system your team uses for order rows, ad spend, inventory, fees, and custom reporting. For finished workbook views, use custom Amazon reports in Google Sheets.

Three Brand Analytics terms worth keeping straight

| Term | Definition | |---|---| | Search Query Performance | Search Query Performance shows query-level engagement and purchase behavior for eligible Brand Analytics users. It matters because the team can review impressions, clicks, cart adds, and purchases by query and ASIN. | | Market Basket Analysis | Market Basket Analysis shows products commonly purchased together in the customer’s basket at checkout. It matters because product-pair behavior can inform bundle review, cross-sell checks, and ad targeting checks. | | Repeat Purchase Behavior | Repeat Purchase Behavior shows repeated purchase activity for a brand’s items, including orders, unique customers, repeat customer share, and repeat purchase revenue. It matters because loyalty demand affects reorder timing and product line decisions. |

Search data explains discovery. Basket data explains product combinations. Repeat purchase data explains behavior after the first order.

FAQ

What is Amazon Brand Analytics?

Amazon Brand Analytics is a Seller Central tool that gives eligible brand owners aggregate customer, search, and purchase behavior data. Amazon says Brand Analytics includes customer loyalty, search, consumer behavior, repeat purchase behavior, demographics, top search terms, market basket analysis, Search Catalog Performance, and Search Query Performance.

Who can access Amazon Brand Analytics?

Amazon says Brand Analytics access requires a Professional selling account and Brand Representative status for a brand enrolled in Amazon Brand Registry. SP-API Brand Analytics reports also require the Brand Analytics role and Brand Registry access where applicable.

What reports are included in Amazon Brand Analytics?

Current Brand Analytics views include Search Query Performance, Search Catalog Performance, Top Search Terms, Market Basket Analysis, Repeat Purchase Behavior, Demographics, Customer Loyalty Analytics, and related search or customer behavior views. Availability can vary by account, marketplace, role, and report type.

What is Search Query Performance in Amazon Brand Analytics?

Search Query Performance shows query-level search behavior such as impressions, clicks, cart adds, and purchases for a given ASIN and date range. It helps a brand see where a product gains or loses shoppers in the search funnel.

What is the difference between Search Query Performance and Search Catalog Performance?

Search Query Performance starts with a search term and shows how a specific ASIN performed for that query. Search Catalog Performance starts with the product and shows search engagement metrics for the ASIN across a specified period.

Does Brand Analytics show organic and paid search together?

‍Search Query Performance covers organic, Sponsored Products, top of search, and rest of search placements. It does not include all placement types. Clicks from certain widgets like the "highly rated" widget are excluded. This means SQP impression counts reflect a subset of total search exposure. For advertising-specific performance by keyword and match type, Amazon advertising metrics covers the ad report fields separately.

Can Brand Analytics data be pulled into Google Sheets?

Brand Analytics can be exported manually from Seller Central, and certain Brand Analytics reports are available through Amazon’s Reports API for eligible sellers and vendors. Google Sheets becomes useful when Brand Analytics needs to be compared against sales, ads, inventory, fees, returns, and margin.

How should I use Brand Analytics with listing work?

Use Brand Analytics to decide which queries, product combinations, and customer behavior patterns deserve review. For the listing execution work, use the Amazon listing optimization checklist so this page stays focused on data interpretation.

Amazon Brand Analytics sheet checklist

| Check | Pass Standard | |---|---| | Create one raw tab per report | SQP, Search Catalog, Market Basket, Repeat Purchase, Demographics, and Customer Loyalty data stay separated. | | Keep ASIN visible | Every report that includes ASIN keeps it as a join field. | | Preserve original rows | Exported or API-pulled rows stay untouched, and formulas live in review tabs. | | Add total sales before making SKU calls | Search behavior is checked against sales before product decisions are made. | | Connect search data to ad data | Queries from Brand Analytics are compared against PPC query and keyword performance where relevant. | | Check inventory before acting on search demand | Strong SQP or Search Catalog data is checked against available inventory before traffic increases. | | Review Market Basket with margin | Product pairs are checked against COGS, Amazon fees, and stock before bundle tests are approved. | | Review Repeat Purchase with reorder timing | Repeat purchase behavior is checked against inventory coverage and supplier lead time. | | Keep listing work in an action tracker | Listing changes stay out of the raw Brand Analytics tabs. |

The Brand Analytics setup is ready when search behavior, basket behavior, and repeat purchase behavior can be compared against the product data your team already reviews in Google Sheets.

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