In today’s digital-first economy, selling on Amazon is no longer optional for most product-based businesses—it’s essential. But succeeding on Amazon is about more than just uploading a product and hoping for sales. It’s about tapping into the right data to make smarter decisions, outpace the competition, and deliver what customers want.
That’s where Amazon Brand Analytics (ABA) comes in. And when paired with the strategic expertise of a trusted partner like Prime Rankings, that data transforms into actionable insights that fuel real business growth.
Let’s dive into how Amazon’s Brand Analytics works, why it matters, and how Prime Rankings helps brands maximize its value.
What Is Amazon Brand Analytics?
Amazon Brand Analytics is a free reporting tool available to brand owners enrolled in Amazon’s Brand Registry. It provides access to powerful, first-party data straight from Amazon—offering insights into how customers search, compare, and buy products.
The tool includes five core reports:
- Search Terms – See which keywords customers use and which products rank for them.
- Market Basket Analysis – Understand which products are frequently purchased together.
- Item Comparison & Alternate Purchase Behavior – Discover which competitor products your customers consider.
- Repeat Purchase Behavior – Track how often customers reorder your products.
- Demographics – Get a breakdown of your customer base by age, gender, income, and more.
Armed with this data, brand owners can make informed decisions that impact SEO, advertising, product bundling, inventory planning, and even new product development.
Why It’s Crucial for Growth
The beauty of Amazon Brand Analytics lies in its ability to reveal what’s really happening behind the scenes of customer behavior. Instead of guessing why a product isn’t converting, or which keyword to target, you can use actual search, purchase, and comparison data to guide your strategy.
Here’s what ABA empowers you to do:
- Optimize listings with real keyword data
- Outrank competitors with better content and pricing strategies
- Increase average order value by bundling frequently paired items
- Retain more customers through repeat purchase targeting
- Target ads more effectively based on search trends and demographics
But while the data is powerful, the key challenge is knowing how to interpret and act on it effectively. That’s where Prime Rankings comes in.
How Prime Rankings Helps Brands Harness Brand Analytics
At Prime Rankings, we specialize in data-driven Amazon growth. Our team works directly with brand owners to turn Amazon Brand Analytics into a growth engine—bridging the gap between raw data and smart execution.
Here’s how we do it:
- Keyword Optimization Through Search Term Insights
Amazon’s Search Term Report tells you what customers are searching for and what they’re clicking. But knowing the top keywords is only half the battle. You need to know how to integrate them into your listings, ads, and backend.
- Bundling and Cross-Selling via Market Basket Analysis
When ABA shows that customers frequently buy your product alongside another item, that’s a bundling opportunity. But executing bundles effectively requires more than just combining products—it involves packaging, pricing, and listing updates.
- Competitor Intelligence Using Alternate Purchase Data
If customers are viewing your product but buying someone else’s, it’s a red flag—and a learning opportunity. With the Item Comparison & Alternate Purchase Behavior report, we can reverse-engineer what competitors are doing right.
- Retention Strategies from Repeat Purchase Behavior
If your products are frequently reordered, there’s a chance to build loyalty, increase lifetime value, and even enable Subscribe & Save. On the other hand, if reorders are low, it may be time to review product quality or customer experience.
- Audience Targeting Based on Demographics
Amazon’s Demographics Report gives insight into who’s buying your product. This information is incredibly valuable for both Amazon and off-Amazon campaigns, especially when crafting audience-specific creative.
Why Partnering with Prime Rankings Makes the Difference
You don’t just need data—you need direction. Brand Analytics is a powerful tool, but without an expert team behind the wheel, many brands struggle to use it to its full potential.
Here’s what sets Prime Rankings apart:
- Amazon Experts: We live and breathe Amazon. Our team understands the nuances of Brand Analytics and how it fits into the larger Amazon ecosystem.
- Hands-On Strategy: We don’t just give you reports—we give you a plan. Then we execute it, test it, and refine it based on results.
- Creative Execution: From listing updates to ad design and A+ content, our creative team turns strategy into beautiful, conversion-focused content.
- Transparent Reporting: You’ll always know what we’re doing, why we’re doing it, and how it’s performing.
Our clients don’t just get access to the data; they get results from it.
Ready to Turn Data Into Growth?
Amazon Brand Analytics is more than just a reporting tool…it’s a roadmap to growth. But like any map, it’s only useful if you know how to read it.
At Prime Rankings, we help brands turn insights into revenue. Whether you’re struggling with stagnant sales, inefficient ads, or low visibility, our team can help you make smarter decisions that drive results.
Let’s grow your brand together!
