Operator glossary
Amazon Brand Analytics (ABA)
The free data suite unlocked by Brand Registry — Top Search Terms with SFR and click/conversion shares, Search Query Performance, Market Basket, Repeat Purchase Behavior — the closest thing to Amazon's own demand telemetry.
Brand Analytics lives under the Brands menu in Seller Central and is free with Brand Registry. Its reports answer the questions sellers otherwise guess at: which queries drive the category (Top Search Terms), who wins the clicks on them (click and conversion share), what your funnel looks like per query (Search Query Performance), what gets bought together (Market Basket), and who comes back (Repeat Purchase Behavior).
The operator habit that separates accounts: pulling these weekly and writing down what changed. Most brands open ABA once during onboarding and never again — which means they are paying for demand data with their Brand Registry enrollment and leaving it unread.
The numbers
- Included free with Brand Registry; found under Brands → Brand Analytics in Seller Central.
- Core reports: Top Search Terms (with SFR), Search Query Performance, Search Catalog Performance, Market Basket Analysis, Repeat Purchase Behavior, Demographics where available.
- Grains: daily, weekly, monthly, and quarterly depending on the report.
Primary sources: Amazon Brand Registry (official)
Related terms