There's a strange habit across the Amazon ecosystem: brands pay for estimate-based third-party tools, good ones, we use them too, while the reports built from Amazon's actual till data sit unopened inside Brand Registry. Brand Analytics isn't a sample or a model. It's the platform telling you what shoppers really searched, really bought together, and really came back for. At rankhouse, several of these reports feed the weekly dashboard on every account, and in audits, "when did you last open Brand Analytics?" is a question that answers itself.
Here's the tour, report by report, with the decision each one should be driving. Data without a decision attached is decoration.
Search Query Performance: your funnel, term by term
The flagship. For each real search query where your brand appears, Amazon shows the whole funnel: impressions, clicks, cart adds and purchases, yours versus the market's, with your share at every stage. This is the report that converts arguments into diagnoses:
- Impression share low? A visibility problem: indexing, relevance, ad coverage. The ingredient vocabulary work starts here, with hard numbers on exactly which terms you're absent from.
- Impressions fine, click share poor? A tile problem: main image, title fragment, price position, review count. The grid is rejecting you before the page gets a chance.
- Clicks fine, purchase share poor? A page or price problem, and no amount of additional traffic spend fixes it. This single distinction, visibility fault versus conversion fault, correctly aims more budget than any other finding in an account.
Run it quarterly at minimum on your money terms; monthly on accounts moving fast. It's also the cleanest way to see the branded-search halo from off-Amazon activity, the effect we described in the TikTok Shop piece: watch your branded query volumes move against your content calendar and the "is our marketing working?" debate ends.
| Report | What it actually shows | The decision it drives |
|---|---|---|
| Search Query Performance | Your share of impressions, clicks and purchases per search term | Which terms to defend, which to attack |
| Market Basket Analysis | What customers buy alongside your products | Bundle and cross-sell architecture |
| Repeat Purchase Behaviour | How often customers come back, by ASIN | Subscribe & Save priorities and LTV maths |
| Demographics | Who is actually buying | Creative and targeting decisions |
| Top Search Terms | Category-level demand and click concentration | Where the market is, not just where you are |
Market Basket: what your customers buy with you
This report shows the products most frequently purchased alongside yours in the same basket. Three decisions live in it. Bundle design: the co-purchases shoppers already make are pre-validated bundle candidates, no guesswork required. Advertising targets: products bought with yours are pages where your Sponsored Display and Product Targeting spend meets shoppers already primed to want you. And NPD signal: when customers repeatedly pair your product with something you don't sell, that's a product pipeline suggestion written by your own buyers, the kind of live-data NPD input we lean on in pipeline work.
Repeat Purchase Behaviour: the retention truth-teller
Repeat purchase rates and repeat revenue share, per ASIN, from real orders. For any consumable brand this is the report that sets strategy, because it tells you what a customer is actually worth beyond the first order, which in turn sets what you can afford to pay to acquire one. High repeat rate with a small Subscribe & Save base is the classic finding: customers already love the product, the programme just isn't catching them, which is about the cheapest growth diagnosis an account can receive. Low repeat rate on a product priced for loyalty is the opposite finding, and just as valuable to know before the ad budget doubles.
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Get the free audit at rankhouse.co.uk →Demographics: who is actually buying
Age bands, household income, gender mix of your actual buyers. Not who the brand deck says the customer is, who the till says. The uncomfortable, useful moment is when the two disagree: creative aimed at 25-year-olds selling overwhelmingly to 55-year-olds is a misfire this report catches in one glance, and every image, review-request tone and A+ layout decision sharpens once the real audience is on the table.
Top Search Terms: the category's own league table
The most-searched terms across Amazon with the top products winning each one. Two standing uses: watching your money keywords for new entrants climbing the click share, your earliest warning of a competitor buying rank, and sizing category demand honestly, which is exactly the exercise that shows a brand capturing a sliver of a six-figure search volume that its ads never touch. Pair it with Search Query Performance and you have, for free, the visibility-gap analysis consultancies charge handsomely to produce.
Making it a system instead of a safari
The failure mode with Brand Analytics isn't ignorance, it's tourism: one enthusiastic afternoon, twelve screenshots, no decisions, never again. The fix is cadence and ownership, the same way we run everything: Search Query Performance monthly against the money terms, Repeat Purchase quarterly into the retention plan, Market Basket quarterly into bundles and targeting, each report attached to a named decision and a line on the weekly dashboard. Fifteen focused minutes per report, and the account is being steered by the platform's own facts.
If nobody has run this system on your account, that's precisely the sort of gap the free audit at rankhouse closes: we pull the deep cuts, translate them into the five decisions they're pointing at, and show you the demand your account is provably standing next to and not capturing. The data's been free all along. The habit is the product.
Questions we get asked about this
Where do I actually find Brand Analytics, and who gets access?
It lives inside Seller Central under the Brands menu for brand-registered sellers, which is the gate: enrolment in Brand Registry, built on your trademark. If you're brand-registered and have never opened it, you already own everything this piece describes: Search Query Performance, Top Search Terms, Market Basket, Repeat Purchase Behaviour and Demographics, populated with your actual data at no cost. If you're not brand-registered, this is one more entry on the long list of reasons to fix that, alongside A+ content, Stores, and the experiment tooling we lean on constantly. Access for team members and partners is controlled through standard user permissions, and giving your account operator this data should be assumed, not debated.
What's the single most valuable report if I only adopt one habit?
Search Query Performance, monthly, on your money terms, because it's the only place your entire funnel is measured against the market's at query level: impression share, click share, purchase share, side by side. One reading tells you whether your problem is visibility, the tile, or the page, which is the diagnosis that correctly aims more budget than any other finding, and repeated readings show whether the work is moving the shares. It's also the cleanest lens on the off-Amazon halo: branded query volumes tracked against your marketing calendar settle the 'is it working' debate with the till's own numbers. Fifteen minutes a month, decision attached, and the account is being steered by fact.
How reliable is the Demographics report given privacy thresholds?
Reliable for the shape, not the decimals: data is aggregated and suppressed below privacy thresholds, so low-volume ASINs show gaps and small percentages wobble. Used correctly, that's fine, because the decisions it drives are shape-sized: whether your actual buyers are the age and income bands your creative assumes, whether a gender mix contradicts your imagery, whether a 'young' brand is actually selling to their parents. The uncomfortable, valuable moment is disagreement between the deck's customer and the till's customer, and no threshold noise obscures a gap that big. Read it quarterly, at brand and hero-ASIN level, and let it referee creative arguments that would otherwise run on opinion.
Can Brand Analytics replace my paid research tools?
No, and the mistake runs in both directions. Brand Analytics is fact about your funnel and your buyers, from the till, unmatched for diagnosis, but it won't estimate a competitor's revenue, track their keyword strategy over time, or research a category you're not selling in yet; that's what estimate-based tools like Helium 10 do well, and we use both daily. The working division: third-party tools for market estimation, competitor tracking and NPD research; Brand Analytics as the ground truth for every decision about your own performance. The expensive habit is the common one: paying for estimates while the facts sit unopened. Use the estimate to explore; never use it instead of the fact.
What does a sensible Brand Analytics routine look like for a small team?
One hour a month, split with named owners, beats twelve enthusiastic hours annually. The cadence we install: Search Query Performance monthly on the top terms, fifteen minutes, output is a visibility-versus-conversion diagnosis per term; Repeat Purchase Behaviour quarterly, feeding the retention and Subscribe and Save plan; Market Basket quarterly, feeding bundles and product-targeting lists; Demographics quarterly, refereeing creative; Top Search Terms monthly-glance for new entrants climbing your money keywords. Each report attached to a decision, each finding landing on the weekly dashboard, nothing screenshot-and-forgotten. The data has been free all along; the routine is the product, and an hour a month is its entire price.
Brands pay thousands for estimate-based tools while the reports built from Amazon's actual till data sit unopened in Brand Registry. Search Query Performance shows your whole funnel per real query against the market's, diagnosing visibility faults from tile faults from page faults, the distinction that correctly aims more budget than any other finding. Market Basket hands you pre-validated bundles, targeting lists and NPD suggestions written by your own buyers. Repeat Purchase Behaviour tells you what a customer is actually worth, which sets what you can pay to acquire one. Demographics referees the argument between the deck's customer and the till's customer. Top Search Terms sizes category demand and flags competitors climbing your money keywords. The failure mode is tourism, one enthusiastic afternoon and twelve screenshots; the fix is cadence and ownership, each report attached to a named decision, about an hour a month in total. The data has been free all along. The habit is the product.
The next step is twenty minutes.
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About the author
Daniel Whalley is the founder of rankhouse, a boutique specialist agency for Amazon-focused growth in FMCG, health, wellness and beauty brands. He has spent 10 years inside Amazon accounts, generating £100M+ for the brands he works with, and manages £500k+ a month in ad spend across the UK, Europe and the US. He writes from inside the accounts he runs, not from the sidelines. Connect on LinkedIn → · amazon@rankhouse.co.uk