Amazon marketplace analytics: every report Amazon gives you, and the question it answers
Amazon marketplace analytics covers the reports a seller uses to understand search, sales, customers and ads. Amazon provides most of them free inside Seller Central and the Ads console. This guide maps each report to the question it answers, who can see it, and what it leaves out.
Key takeaways
- Brand Analytics is Amazon's main analytics tool for brands: search, customer journey, loyalty and behavior dashboards, for Brand Representatives in Brand Registry.
- Amazon says Brand Analytics data is generally available within 72 hours of the close of a period.
- Search Catalog Performance and Search Query Performance count organic and Sponsored Products activity from the search results page.
- Amazon warns that its dashboards attribute and define actions differently, so metric names should not be compared across dashboards.
- Amazon's reports show search, sales and ads; profit needs your own costs, which is where third party tools come in.
What Amazon marketplace analytics covers
Amazon marketplace analytics is the data a seller uses to understand how products perform in the Amazon store: how shoppers search, how many see and click a product, how many buy, who they are, whether they come back, and what advertising contributes. Amazon supplies most of it through Seller Central and the Amazon Ads console.
The data comes from several places that do not share one dashboard. Brand Analytics covers search and customers for registered brands. The Ads console covers advertising. Store Insights covers Brand Stores. Product Opportunity Explorer covers niches. Seller Central's business reports and dashboards cover sales and inventory.
The challenge is knowing which report answers which question, and not comparing numbers that measure different things. Amazon's own help pages warn about that directly: its dashboards may attribute and define customer actions in different ways, so it does not recommend comparing metric names across dashboards.
Brand Analytics: Amazon's analytics for brands
Brand Analytics is a tool in Seller Central that brands use to review aggregate customer data. Amazon's page on it groups the dashboards into four areas: customer journey analytics, customer loyalty analytics, search analytics and consumer behavior analytics. It sits under the Brands tab in Seller Central.
Access is limited. Amazon says you need a Professional selling account and a Brand Representative role for a brand enrolled in Brand Registry, and its help pages add that you must be internal to the brand and responsible for selling it. Users without permission need the primary account administrator to grant the Amazon Brand Analytics permission.
| Dashboard | What Amazon says it shows | Question it answers |
|---|---|---|
| Search Query Performance | Queries tied to your brand, with query volume, impressions, clicks, cart adds and purchases | Which searches find, and sell, my brand? |
| Search Catalog Performance | Each ASIN's impressions, clicks, cart adds and purchases across all queries | Where do my products drop off? |
| Top Search Terms | Popular search terms across Amazon, with the top three clicked products, categories and brands | What do shoppers search in my category? |
| Market Basket Analysis | Products customers buy together with yours | What should I bundle or cross-sell? |
| Repeat Purchase Behavior | Orders, repeat purchase sales and repeat customers | Do customers come back? |
| Demographics | Sales by customer characteristics | Who buys my products? |
| Customer Loyalty Analytics | Customer segments and purchase patterns | Who are my most valuable customers? |
Amazon says Brand Analytics data is generally available within 72 hours of the close of a given period, so the latest week or month lands a few days after it ends. Use of the data is governed by the Amazon Brand Analytics Terms and Conditions.
Search analytics: queries and the catalog
Two dashboards carry most of the search analysis. Search Query Performance starts from queries: for each search associated with your brand, it reports query volume, impressions, clicks, cart adds and purchases, up to 1,000 queries in the brand view. Its Query Detail view compares your ASIN with the top 10 ASINs for a query.
Search Catalog Performance starts from products: each row is one ASIN, aggregated across all queries, with search impressions, clicks, add to cart and purchases. Amazon describes it as showing how the catalog performs through the sales funnel, with an emphasis on search.
- Counts
- Organic + adsOrganic and Sponsored Products from the results page
- Excludes
- WidgetsSuch as Top Rated or New Arrivals on the search page
- Impression
- Each displayEvery time the ASIN shows in search results
- A dash
- No dataNot captured for the period, or a new metric
Together they show where shoppers are lost. Plenty of impressions but few clicks points to the image, title or price; clicks without cart adds points to the detail page. Our Amazon SEO guide covers how to act on search data, and our Amazon trending searches guide covers the Top Search Terms side.
Ads, Store and niche analytics
| Tool | Where | What it measures | Who can use it |
|---|---|---|---|
| Sponsored ads reports | Amazon Ads console | Search terms, targets, advertised products, placements, spend and sales | Advertisers |
| Search term impression share | Amazon Ads console | Your share and rank of ad impressions per search term | Advertisers |
| Store Insights | Amazon Ads console | Store visitors, views, sales within 14 days, dwell time, bounce rate | Brands with a Brand Store |
| Product Opportunity Explorer | Seller Central | Niche search volume, units sold, prices, sellers, seasonality | Professional sellers |
| FBA dashboard and Restock tool | Seller Central | FBA business summary; reorder recommendations | FBA sellers |
Each of these answers a narrower question well. The ads reports explain paid traffic and are the only place that shows exactly which searches produced an ad click. Store Insights explains the Brand Store. Product Opportunity Explorer looks forward, at niches you might enter. Our Product Opportunity Explorer and Amazon PPC guides cover two of them in depth.
Which Amazon report answers which question
| Question | Report | Why this one |
|---|---|---|
| Which searches bring customers to my brand? | Search Query Performance | Query level volume and purchases |
| Which of my products lose shoppers, and where? | Search Catalog Performance | ASIN level funnel from impression to purchase |
| What are shoppers searching in my category? | Top Search Terms | Market wide terms and top clicked products |
| Which ad searches convert? | Search term report | Real queries behind each click, with sales |
| What do customers buy with my product? | Market Basket Analysis | Co-purchase combinations |
| Are customers coming back? | Repeat Purchase Behavior | Repeat customers and repeat sales |
| Is a new niche worth entering? | Product Opportunity Explorer | Demand, sellers and prices before you commit |
| When should I reorder? | FBA Restock tool | Sales history, forecast and seasonality |
Keep the numbers within their own report. A click in Search Query Performance, a click in the ads console and a view in Store Insights are counted by different rules, and Amazon says not to compare metric names across dashboards. Compare a report with itself over time instead.
What Amazon's analytics leave out
Amazon's reports describe what happens in its store: searches, clicks, orders, ads and customers. They do not know your costs. Profit per product depends on landed cost, fees, advertising, returns and storage together, and bringing those into one view is the most common reason sellers add analytics tools from outside Amazon.
Third party analytics tools fall into a few groups: profit dashboards that combine Amazon's fees with your product costs, sales and inventory trackers, keyword and competitor research tools, and advertising management software. They are useful for speed and for a combined view, but their search volume and competitor sales figures are estimates rather than Amazon's data.
Amazon's data is best for
- Real searches, impressions, clicks and purchases
- Which ad search terms actually convert
- Your own customers: repeat buyers, segments
- Co-purchases and demographics for your brand
- Niche demand from Opportunity Explorer
Amazon's reports do not give you
- Profit after your product and shipping costs
- Competitors' exact sales or keyword lists
- One combined view across every report
- Brand Analytics without Brand Registry
- Same day data in Brand Analytics
Choosing an Amazon analytics tool
When Amazon's reports are not enough, most sellers add one analytics tool, usually for profit tracking or keyword research. Amazon's seller blog names third party suites such as Helium 10 and Jungle Scout for keyword research, and points to Amazon approved apps in the Selling Partner Appstore to automate and manage a business. Which tool fits depends on the question you need answered.
Before you connect any tool, check how it gets data. Tools that connect through Amazon's approved routes read your own account data; figures about other sellers, such as competitor sales or keyword volume, are the tool's estimates. Also check what it costs over a year, since many tools are billed monthly or yearly, and try it on your own account before committing.
| Need | What to look for in a tool | Check against |
|---|---|---|
| Profit per product | Your product, shipping and fee costs combined with sales and ads | Your own cost records |
| Inventory tracking | Stock levels, reorder dates and storage costs | FBA Restock tool |
| Keyword research | Search volume estimates and competitor keywords | Brand Analytics and your search term report |
| Ad management | Bid rules, reporting and budget pacing | Ads console reports |
| Market research | Niche sales estimates and trends | Product Opportunity Explorer |
Whatever the tool, keep Amazon's own reports as the reference: they are the record of what happened in the store. A tool earns its place when it saves time or combines data you would otherwise join by hand, such as profit across fees, ads and costs.
A weekly Amazon analytics routine
- Check sales and stock first: any product close to running out needs a reorder before anything else.
- Open the search term report and sort converting and non converting searches.
- In Search Catalog Performance, find ASINs with falling clicks or cart adds.
- In Search Query Performance, compare your share on your main queries with last period.
- Note one action per finding: a keyword to add, a negative, a listing fix, a reorder.
- Once a month, review Repeat Purchase Behavior, Market Basket Analysis and Top Search Terms.
- Once a quarter, look at new niches in Product Opportunity Explorer.
The routine matters more than the tool. Reports that nobody acts on change nothing, and Brand Analytics data arrives a few days after each period closes, so a weekly rhythm matches the data well. If you would rather have this run for you, our full account management service includes it.
Amazon marketplace analytics: FAQ
What is Amazon marketplace analytics?
The data sellers use to understand performance in the Amazon store: search, clicks, sales, customers and ads. Amazon provides most of it free through Brand Analytics, the Ads console, Store Insights, Product Opportunity Explorer and Seller Central reports.
What is Amazon Brand Analytics?
A Seller Central tool that gives brands aggregate customer data through dashboards for search, customer journey, loyalty and behavior, including Search Query Performance, Top Search Terms, Market Basket Analysis and Repeat Purchase Behavior.
Who can access Brand Analytics?
Amazon says you need a Professional selling account and a Brand Representative role for a brand enrolled in Brand Registry, and must be internal to the brand. Other users need the permission granted by the primary account administrator.
How often is Brand Analytics data updated?
Amazon says data is generally available within 72 hours of the close of a given period, so the most recent week or month appears a few days after it ends.
What is the difference between Search Query Performance and Search Catalog Performance?
Search Query Performance is organized by search query tied to your brand. Search Catalog Performance is organized by ASIN, aggregated across all queries. Both report impressions, clicks, cart adds and purchases.
Do Brand Analytics numbers include ads?
The search dashboards include organic and Sponsored Products activity from the search results page, and exclude widgets such as Top Rated or New Arrivals.
Why don't my Amazon reports match each other?
Amazon says its dashboards may attribute and define customer actions differently, and does not recommend comparing metric names across dashboards. Compare each report with itself over time.
Can Amazon analytics show my profit?
Not directly. Amazon's reports cover sales, fees in some tools, ads and customers, but profit also needs your product, shipping and other costs, which is why many sellers add a profit tool.
Are third party Amazon analytics tools accurate?
They combine data well, but estimates of search volume and competitor sales come from outside Amazon. Check important decisions against Amazon's own reports.
Can I use Amazon analytics without Brand Registry?
Partly. Ads reports, Product Opportunity Explorer and Seller Central sales reports are available to sellers generally; Brand Analytics requires a Brand Representative role in Brand Registry.
Sources
- Improve product visibility through effective Amazon keyword research, Sell on Amazon blogLast verified September 24, 2026.
- Brand Analytics, Seller Central helpLast verified September 24, 2026.
- Search Catalog Performance dashboard, Seller Central helpLast verified September 24, 2026.
- Search Query Performance dashboard, Seller Central helpLast verified September 24, 2026.
- Amazon Brand Analytics, Sell on AmazonLast verified September 24, 2026.
- Product ideas: tap into Amazon Best Sellers lists, Sell on Amazon blogLast verified September 24, 2026.
- How to boost Amazon listings to drive more sales, Sell on Amazon blogLast verified September 24, 2026.
- Best practices for your Sponsored Products ads, Amazon AdsLast verified September 24, 2026.
- A comprehensive guide to successful Brand Stores, Amazon AdsLast verified September 24, 2026.
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