Operator glossary
Market Basket Analysis (ABA)
The Brand Analytics report showing what shoppers buy in the same purchase as your product — the data behind bundles, virtual bundles, and Sponsored Display targeting that actually converts.
Market Basket Analysis lists, per ASIN, the products most frequently bought together with it in one checkout, with combination percentages. It is direct evidence of complementary demand: not what you think pairs with your product, but what wallets already pair with it.
Three uses that pay: build bundles or Virtual Bundles from the top combinations; target the frequently-bought-with ASINs in Sponsored Display and product-targeting campaigns; and read competitive baskets — when your product is bought alongside a competitor's, the two are being compared or split, and your comparison A+ module should answer why.
The numbers
- Shows top-3 products purchased in the same order as yours, with combination percentages, monthly and quarterly grains.
- The purchase-pair data is exactly what Sponsored Display product targeting and Virtual Bundles want as input.
Primary sources: Amazon Brand Registry (official)
Related terms